1. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-1 10 Chapter Ten Alternative Marketing

2. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-2 Buzz Marketing Word-of-mouth marketing Higher credibility Fast growth – now $1 billion annually Methods of generating buzz Consumers who like a brand Sponsored consumers Company or agency generated buzz

3. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-3 Consumers Who Like a Brand Ideal ambassador Buzz spread In person Internet Chat rooms Blogs E-mails

4. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-4 Sponsored Consumers Brand ambassadors Typically individuals who already like brand Offer incentives in exchange for advocacy Selection based on Devotion to brand Size of social circles Expected to deliver messages to: Social circles, Family, and Friends.

5. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-5 Company Employees Employees posing as customers High risk approach (unethical and dishonest) Word of Mouth Marketing Association (WOMMA) Honesty of relationship Honesty of opinion both good and bad Honesty of identity (who you are)

6. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-6 Buzz Marketing Preconditions Brand must be unique, new, or perform better Brand must stand out Memorable advertising helps Intriguing, different, and unique Customers must get involved Buzz marketing works because People trust someone’s else’s opinion People like to give their opinion

7. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-7 Guerilla Marketing Emphasizes a combination of media, advertising, PR, and surprise tactics to reach customers in unexpected places. Requires energy and imagination Instant results with unique, low-cost approaches Focus on region or area Create excitement Involve interacting with consumers Goal is to generate buzz

8. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-8 To find new ways to communicate with customers To interact with customers To create buzz To build relationships with consumers F I G U R E 10. 3 Reasons for Using Guerilla Marketing Source: Adapted from Lin Zuo and Shari Veil, “Guerilla Marketing and the Aqua Teen Hunger Force Fiasco,” Public Relations Quarterly, Vol. 51, No. 4 (Winter 2006/.2007), pp. 8-11

9. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-9 Alternative Media Venues Cinema In-tunnel, subway Parking lot Escalator Airline in-flight Clothing Mall signs Kiosks

10. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-10 F I G U R E 10. 7 Types of Advertising that Most Influenced Clothing Purchases In-store advertising (52.6%) Print ads (23.9%) Word-of-mouth communications (15.8%) Television ads (14.1%) Internet ads (10.4%) Direct mail (7.4%) Radio ads (1.8%) Source: Adapted from Amy Johannes, “Snap Decisions,” Promo, Vol. 18, No. 11 (October 2005), p. 16.

11. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-11 In-Store Marketing 70% of purchase decisions made in store In-store atmospherics Sight, sound, and scent Video screens and television monitors Customize messages

12. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-12 Point-of-Purchase Displays Location is key Last chance to reach buyer Facts 70% of decisions are in store 50% of money spent at mass-merchandisers and supermarkets is unplanned Average increase in sales is 9% Half of POP displays not effective Half that are effective – 20% increase in sales

13. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-13 F I G U R E 10. 8 Effective Point of Purchase Displays Integrate the brand’s image into the display. Integrate the display with current advertising and promotions. Make the display dramatic to get attention. Make the display re-usable and easy to assemble. Make the display easy to stock. Customize the display to fit the retailer’s store.