Please enable JavaScript.
Coggle requires JavaScript to display documents.
Chapter 10: Alternative media - Coggle Diagram
Chapter 10: Alternative media
Forms of alternative marketing:
Buzz marketing
Guerrilla marketing
Lifestyle
Experiential marketing
Product Placement
Branded
The use of alternative marketing, requires creativity and imagination, marketers id ways to consumers path intersects, with a brands presences goal is to reach consumers in unexpected ways, and everyday life situations where there isn't a lot of competition to get the customers attentions.
This relies on buzz, word of mouth and lifestyle changes
Buzz Marketing(BM): emphasis consumers spreading info on product
Word of mouth marketing, is highly credible, fast growth in alt marketing
more powerful than paid endorsers
Types of BM approaches;
Indies who truly like a brand
Indies sponsored by a brand
Company or agency employees
Stages in BM:
Inoculation, product is introduced
incubation, the product is used by a few innovators or trendsetters
infection, widespread use of the product occurs
consumers who like the brand;
are the ideal ambassadors, spread good word of mouth to via in person chats and the internet, whoever no control over what they say or do.
Guerrilla marketing:
Focused on attain instant results, with lost-cost approaches
Focus on a region
involves interacting with consumers
creates excitement
Goal is to generate buzz
Grossroots efforts
alt media
Reasons;
to find ways to communicate to consumers
to interact with customers
to make advertising accessible to consumers
to make an impact spot market
to create buzz
to build relationships with consumers
Stealth Marketing: relies on secrecy and less people know a form of exclusivity, thrives in online world, ethical debates(Shrewd methods or dishonest approach)
Lifestyle marketing: Associated with hobbies and entertainment. Contacting consumer where they go; (Relaxation, excitement, socialization and enjoyment)
Experiential Marketing; direct marketing through interactive connection, engage consumers
Steps to create positive experiences;
Clear, concise target segment
id right time, right place(engage emotionally & logically)
Clearly reveal brand's promise
Product Placement;
planned insertion, in any form of entertainment
product placements creates an increase awareness
More positive attitude toward brand
No immediate impact on sales
low cost per viewer
movies
streaming of movies
pay-per-view
Television
Branded entertainment;
Brand woven into the storyline
usage increased sharply with reality shows
also found in novels, plays, songs, and movies
Factors in product placement and branded entertainment:
media selection
Supporting promotional activities
Consumer attitudes toward placements
Placement characteristics
Regulations
Company Tactics:
Appeal stronger in non-ad context
Perception of what others think is important
Provides a form of Post-Purchase reassurance
Reaches people who place little value on brands
I.e's of alternative media; Video games, cinemas, subways, street and mall kiosks
escalators
parking lots, airlines, shopping bags and clothes
Instore marketing; 60% of purchase decisions made in stores
recieves limited funding
in-store"make or break" time
engage customers(merch display or end-aisle displays)
use of ambient conditions
motion(Incredible connections use of PS4)
Point-of-purchase displays, location is important, last chance to reach buyer
effective for increasing sales due to avg increase of 9% in sales
Half of POP displays not effective
Effective Point-of-Purchase displays; - integrated the brand's image into the display
Integrate the display with current ads and promos
Make the display dramatic to get attention
keep the color of dramatic to get attention
keep the color of display down so the product and signage stand-out
make the display versatile
Measuring POP effectiveness:
Retailers and mfters want an effective display
Point-of-sale data
For retailers;
indicate time to withdraw or change display
ID POP displays with largest impact
Test market different displays
For mfters;
Data can improve quality of displays
strengthen relationships with retailers
Brand communities; offer the ultimate demonstration of, brand loyalty and devotion
Symbolic meaning
interactions between brand consumers
Shared values and experiences
Cannot be created by brand itself
Marketing enhances community exp
Reasons Brand communities form:
Affirmation of the buying decision
Social identity and bond
Exchange stories
Swap advice and provide help to others
Feedback and new ideas
Ways to enhance a brand community; - Create benefits to encourage new customers to join
Provide mats not available anywhere else
Involve firm rep in the groups
Sponsor special events and regular meetings(Comic
con for marvel or dc)
promote communications among members
Build a strong brand reputation