1. Alternative Marketing
Chapter 10

2. Alternative Marketing Programs
Buzz Marketing
Methods of creating a buzz
Consumers who like a brand
Sponsored consumers
Tactics may include stealth marketing
Guerrilla Marketing
Focus is usually on a specific region
Goal is to create excitement about a product or service
Instant results with unique low-cost approaches

3. Alternative Marketing Programs
Product Placement
Low cost per viewer in most mediums
Branded Entertainment – embedding brands as part of storylines in some sort of entertainment (Movies, TV programs, etc.).
Lifestyle Marketing
Associated with consumers hobbies and interests
Can be considered an off shoot of event marketing
Experiential Marketing
Direct marketing + Field Marketing + Sales Promotions

4. Experiential Marketing
Steps to create positive experience
Clear, concise target segment
Identify right time, right place
Engage emotionally
Engage logically
Clearly reveal brand’s promise
Creating experiential marketing campaigns requires three steps. First, a clear, concise identification of the target segment. Second, identify the right time and right place to intersect with consumers to create a memorable experience. It needs to engage consumers emotionally and engage them logically. Third, the experience needs to clearly reveal the brand’s promise.

5. Discussion Questions
Question 3, page 278
Question 4, page 278

6. Alternative Media Venues
Cinema
In-tunnel, subway
Parking lot/street
Escalator
Airline in-flight
Leaflets and brochures
Carry home menus
Carry home bags
Clothing
Mall signs
Kiosks

7. Traditional Media using a different approach

8. What’s Happening?
Assignments and class schedule

9. What’s Happening?

10. What’s Happening?

11. Alternative Media
Examples

12. In-Store Marketing 70% of purchase decisions made in store
In-store atmospherics
Sight, sound, and scent
Video screens and television monitors
Customize messages, e.g., Wal-Mart with 127 million shoppers per week

13. Point-of-Purchase Displays
An extension of in-store displays
Location is key
Last chance to reach buyer
Facts
70% of decisions are made in store
50% of money spent at mass-merchandisers and supermarkets is unplanned
50% of Coca-Cola products from displays
Average increase in sales is 9%
Half of POP displays not effective
Half that are effective – 20% increase in sales

14. Video Game Advertising
$1 billion per year spent on in-game ads
Very attractive market
75% of online households spend at least 1 hour per month playing online games
27% average 30 hours or more
Primary market is year old males
Have become difficult to reach
Play shooting games
Fastest growing market is females
Now 40% of market
Play puzzle and cerebral games
Product placement in video games has become common, generating about $1 billion a year in advertising revenue. Video games are a very attractive market. About 75% of online households spend at least 1 hour per month playing online games. About 27% of online households spend 30 or more hours a month playing online games. The primary market for video games is year old males, which has been a market segment that has been difficult for marketers to reach. The fastest growing market for video games are females. It now makes up 40% of the market.

15. In-game advertisements Rotating in-game advertising Interactive ads
F I G U R E
Types of Video Game Advertising
In-game advertisements
Rotating in-game advertising
Interactive ads
Game-related Web sites
Advergames
Sponsored downloads
Advertising in video games can take several forms. A common approach is static, in-game advertisements. To make it more interesting, companies can insert rotating in-game ads that will change over time. Interactive ads can be placed in video games, especially in online games. The Internet offers other possibilities, such as websites dedicated to games. Advergames are branded video games. The last form is sponsored downloads, such as certain brands of cars for a racing game.

16. Brand Communities Ultimate demonstration of brand loyalty and devotion
Usually some kind of symbolic meaning to the customer
Interactions between the brand and consumers, as well as shared values and experiences between consumers
Cannot be created by brands itself
Marketing enhances the “community experience”
Examples of brand communities include:
Harley Davidson
Jeep

17. Affirmation of the buying decision. Social identity and bond.
F I G U R E
Reasons Brand Communities Form
Affirmation of the buying decision.
Social identity and bond.
Swap stories.
Swap advice and provide help to others.
Feedback and new ideas.