Alternative Media
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Transcript Alternative Media
Alternative Marketing
CHAPTER 10
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
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
Experiential Marketing
Steps to create positive experience
Clear, concise target segment
2. Identify right time, right place
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Engage emotionally
Engage logically
3. Clearly reveal brand’s promise
Discussion Questions
Question 3, page 278
Question 4, page 278
Alternative Media Venues
o Cinema
o In-tunnel, subway
o Parking lot/street
o Escalator
o Airline in-flight
o Leaflets and brochures
o Carry home menus
o Carry home bags
o Clothing
o Mall signs
o Kiosks
Traditional Media using a different approach
What’s Happening?
Assignments and class schedule
What’s
Happening?
What’s
Happening?
Alternative Media
EXAMPLES
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
Point-of-Purchase Displays
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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
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 17-34 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
F I G U R E 10 . 9
Types of Video Game Advertising
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In-game advertisements
Rotating in-game advertising
Interactive ads
Game-related Web sites
Advergames
Sponsored downloads
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:
http://www.porsche.com/canada/en/eventsandracing/porscheclubs/
Harley Davidson
Jeep
F I G U R E 10 . 12
Reasons Brand Communities Form
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Affirmation of the buying decision.
Social identity and bond.
Swap stories.
Swap advice and provide help to others.
Feedback and new ideas.