Bus 117 Ch 10

alternative marketing
the use of buzz, word of mouth, and lifestyle messages at times when consumers are relaxing and enjoying hobbies and events
buzz marketing
an emphasis on consumers passing along information about a product to others; also known as word of mouth marketing
employer branding
a program in which companies showcase employees discussing what it is like to work for a particular company
stealth marketing
the use of surreptitious practices to introduce a product to individuals without disclosing or revealing the true relationship with the brand
guerilla marketing
programs designed to obtain instant results through the use of limited resources by relying on creativity, high quality relationships and the willingness to try new approaches
lifestyle marketing
marketing methods associated with the hobbies and entertainment venues of the target audience
experiential marketing
a program that combines direct marketing, field marketing and sales promotions into a single consumer experience
product placement
the planned insertion of a brand or product into a movie, television show, or some other media program
branded entertainment
the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium
branded video games
point of purchase (POP) displays
any form of in store special display that advertises merchandise
brand communities
a link that forms due to an association between the brand a consumer and others who own or purchase
peer endorsement
-The vast majority of people report the opinion they trust most is from ‘someone like me’. For the first time in our history, peers have bested the wisdom of experts

-is the single greatest decision-making accelerant. Through Social Media, peer influence cycles are happening at a velocity never before seen. Decision making is clearly becoming more social

Forms of Alternative Marketing
-Buzz marketing
-Guerrilla marketing
-Lifestyle marketing
-Experiential marketing
-Product placement
-Branded entertainment
Types of Buzz Marketing Approaches
-Individuals who truly like a brand
-Individuals sponsored by a brand
-Company or agency employees
Buzz marketing
-has become one of the fastest-growing areas of alternative marketing.

-emphasizes consumers passing along information about a product.

-A recommendation by a friend, family member, or even an acquaintance carries higher levels of credibility than does an advertisement.

Buzz Marketing Stages
-Buzz marketing difficult during inoculation stage
-Must use brand ambassadors or customer evangelists
-True customer-generated buzz occurs after awareness
-Awareness generated through traditional advertising
Preconditions of Buzz Marketing
-Brand must be unique, new, or better performing
-Brand must stand out
-Advertising should be
-Customer involvement with brand
Sponsored consumers
-are individuals as agents or advocates to introduce new products.

-It works best when these individuals also like the product-brand. An alternative type of sponsorship is using house parties or likewise. Medium risk.

Sponsored Consumers
-Agent or advocate for a new brand
-Brand ambassadors, customer evangelists
-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
-Honest about relationship
Buzz Marketing
-Word-of-mouth marketing
-Higher credibility
-Fast growth – now $1 billion annually
-More powerful than paid endorsers
-advertisers are spending more money on trying to reach potential customers in new and innovative ways.
Lifestyle marketing
is another program that can be used to make contacts with customers in more offbeat and relaxed settings, which involves identifying marketing methods associated with the hobbies and entertainment venues of the target audience. Low Risk.

purpose is finding a venue where the target market goes for relaxation, excitement, socialization or enjoyment.

Lifestyle Marketing
-Associated with hobbies and entertainment
-Contacting consumers where they go
Company Employees
-Employees posing as customers
-High-risk approach
-Word of Mouth Marketing -Association
-Honesty of relationship
-Honesty of opinion
-Honesty of identity
Stealth Marketing
Undercover or hidden marketing
Behavioral target with environment
Ethical debate
Shrewd method
Dishonest approach
Guerilla Marketing
-Developed by Jay Conrad Levinson
-Instant results with unique, low-cost approaches
-Focus on region or area
-Involve interacting with consumers
-Create excitement
-Goal is to generate buzz
-Grassroots efforts
-Alternative media
-Ambush marketing ?
-Presence marketing
Reasons for Using Guerilla Marketing
-To find new ways to communicate with customers
-To interact with customers
-To make advertising accessible to consumers
-To impact a spot market
-To create buzz
-To build relationships with consumers
Experiential Marketing
-Direct marketing through interactive connection
-Engage consumers
-Current and perspective customers
-Golf clinics
-Culinary tour
-High-performance driving
-Cotton, Inc – Jack Morton -Worldwide
-Traveling mall exhibit
“-The Fabric of Our Lives”
Experiential Marketing (2 of 2)
-Steps to create positive experiences
-Clear, concise target segment
-Identify right time, right place
-Engage emotionally
-Engage logically
-Clearly reveal brand’s promise
Product Placement
-Planned insertion
-Used since 1890s
-Biggest surge in 1982 – E.T. and Reese’s Pieces
-Product placements
-Increase awareness
-More positive attitude toward brand
-No immediate impact on sales
-Low cost per viewer
-DVD movie rental
-Pay-per-view television
Nielsen Research
-Brands in “emotionally engaging” programs are recognized by 43% more viewers.
-Brand recognition increased 29% in “highly enjoyed programs.”
-Positive brand feelings increased 85% for brands in popular programs.
Branded Entertainment
-Brand woven into the storyline
-Usage increased sharply with reality shows
-Also found in novels, plays, songs, and movies
Key Factors in Product Placement and Branded Entertainment
-Media selection
-Supporting promotional activities
-Consumer attitudes toward placements
-Placement characteristics
Examples of Alternative Media
-Video games
-Street and mall kiosks
-Parking lots
-Shopping bags
Video Game Advertising (1 of 2)
-$7 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 16-34 year old males
-Fastest growing market is females

-In-game advertisements
-Rotating in-game advertising
-Interactive ads
-Game-related websites
-Sponsored downloads
-Mobile game apps

Females and Video Games
-130 million, 40% of gamers
-Need women to design games
-Handheld games
-Socially-oriented games
Cinema Advertising
-Ads prior to movie
-Captive audience
-Photosmart Premium Printer HP
-Cinema center of integrated campaign
-30-second spot in pre-feature program
-17,300 theaters
-2,600 plasma screens in lobbies
-Delivered 50,000 demonstrations
-Delivered 700,000 lobby impressions
Other Alternative Media
-Public facilities
-Parking lots, stairs, escalators
-Visit South Walton
-Unique airport signage
-Facial recognition digital displays
In-Store Marketing Tactics
-In-store “make or break” time
-Engage customers
-Most engaging
-End-aisle displays
-Merchandise displays
-Lease engaging
-Ceiling banners
-Overhead mobiles
-Use color, light, sound, taste, and smell
-Video screens
-Television monitors
-Digital signage
Point-of-Purchase Tactics
-Location is key
-Last chance to reach buyer
-Effective for increasing sales because
-60% of decisions are in a 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
International Implications
-Alternative marketing – U.S. minorities
-Alternative media used in other countries
-A Sunny Day – China (Pepsi and Starbucks)
-Brand communities developing in other countries
-Jeep – China
-Ad clutter a global problem
-Growing use of alternative media tactics
-New alternative marketing programs

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