1 ALTERNATIVE COMMUNICATION STRATEGIES Ambient, street e guerrilla marketing Tesi di laurea di Isabella Testori Editoria e comunicazione multimediale Relatore:

1

ALTERNATIVE COMMUNICATION STRATEGIESAmbient, street e guerrilla marketing

Tesi di laurea diIsabella Testori

Editoria e comunicazione multimediale

Relatore: Prof. Mario Dossoni

Correlatore:Prof.ssa Federica Da Milano

Anno accademico 2009/2010

2

Definition of alternative strategies

How are they organized?

Agencies that organize them: «Mirata s.r.l.»

Examples of activities of ambient, street e guerrilla

marketing

Changes in the modern companies: post-modern

marketing

Alternative communication strategies

3

Experience of stage at the communicationagency

…. Design Alternative communication strategies

aimed at catching the target in places and times when its

advertising awareness is low, by choosing to achieve

high-quality contacts which can leave a lasting and

positive brand memory ….

“

”

4




marketing


marketing



5

Advertising Strategies

Above the line

6

Below the line

Advertising Strategies


7


Ambient marketing

Use the environment as media: shops, elevators, bathrooms, schools, fitness clubs

The target is «taken by surprise» in a place where he has gone for different reasons then those usually used for

advertising

Both indoor and outdoor

Materials: corner with hostess, distributing leaflets, gadgets and samples

8


Street marketing

Use the street and urban furniture as media

Contact the target in the streets with activity of

sampling, traffic line when advertising

awareness is low

Curiosity, wonder, newsworthiness

Draw road maps

9


Guerrilla marketing

Low cost, using aggressive and creative tools that

play on the target’s psychological mechanisms and

imagery

The goal is to create great visibility of both the brand

and the specific product

Conventional way of achieving objectives through

unconventional methods

10




marketing


marketing



11


1. Design and definition

2. Selection of personal and resources

3. Organization and logistics

4. Briefing and staff training

5. Execution and supervision

6. Closing with report

12


1. Design and definition

Communication Aim

Objectives

Choice of place and modality

Times

Choice of staff

Support tools

13


On line or in person casting of

fitters, promoters, hostesses and

trasporters

Materials for the activities

2. Selection of personal and resources

14


Rental location

Shipping materials

Municipal authorization

Control of weather conditions

3. Organization and logistics

15


Train the staff on:

company philosophy, product

features, mechanics of the

activity and how to behave in every

occasion

4. Briefing and staff training

Professionalism, puntualicty, relevance to

the activities

16


Problem solving

Telephone and on the spot

control

5. Execution and supervision

17


Withdrawal of materials

Final Report: distributed material

Number and age of contacts

Inconveniences

Target Feedback

6. Closuring with report




marketing


marketing


18


19

2. How it works


3. Circuits

4. Study of the target and related circuits where to operate

5. Fitness club: “Mirata” privileged circuit

1. Structure

20


1. Structure

Staff of 30 people with

business contacts across Italy

Account: dealing about the

commercial part

Account executive:Dealing about the operational

part

21

It designs and implements the

entire process of communication:

from creative concept to

Operational execution to

monitoring and analysis of

results

2. How it works


22


3. Circuits

Operations of ambient

marketing

The points of strenght are:

maximization of contacts

optimization of costs

23

Alternative communication strategy


Target Sports

58% w 42 % m

14/24: 30%

25/34: 30%

35/45: 15%

Over 45: 25%

High purchasing power

12,000 contacts/ 2 weeks

Target Business50% w 50% m

20/60 years

Decision makers

Manager

Business man/woman

Target R.A.60% w 40% m

25/60 years

24



Target Student54% w 46% m

10/25 years old

230,000 contacts/4 weeks

Target Family50% w 50% m

5000 contacts/week and

Target Urban20/35 years oldTrendy young

people are aware of innovations

25



Dynamic people open to

innovation, figure and

health

Medium- high income

(ready to invest between 500€ and

1.2000€ for subscription)

26







marketing


27


marketing

28


1. Proposal

2. Objectives

3. Structure of activity

4. Mechanich of activity

5. Communication materials

6. Numbers

7. Guaranteed services

29


1. ProposalAMBIENT f.c. / STREET

Milano, TorinoBologna, Roma, Napoli

Costs: personnel, equipment, materials, logistics

Contacts: 45.000 x 2 w.e. x f.c.

Materials: 50 t-shirts, 50 corners, 45.000 sampling, 300 dispensers

30


2. ObjectivesAMBIENT f.c./STREET

Present new mouthwash

Generate trial product

Encourage purchases

Give a young and dynamic brand image

31

3. Structure of activityAMBIENT f.c./STREET


Location: Milano, Torino, Bologna, Roma, Napoli

Circuits: Fitness Club, offices, shopping streets, bars, metro

Periods: 12 oct./12 nov. street, 13/ 20 dec. ambient

Working days: 20 days street, 100 days (2x 50 fc) ambient

Lunch break: offices

Afternoon: shopping streets

Evening: metro, happy hour

Contact team: 1 h x fc ambient, team 6 h street

Modality: Dressing room: dispenser

Reception: activity of argued sampling

Street domination

Materials: dispensers, corners, personalized clothing , samples,

promotrolleys, shoppers

32


4. Mecanichal of activityAMBIENT

33


4. Mecanichal of activitySTREET

34


5. Materials of communicationAMBIENT f.c./STREET

35


6. Numbers:45.000 ambient contact

120.000 street

7. Guaranteed services:

Brief by «Mirata»

Photos, videos

Telephone and on the spot

control

Refill of dispensers

36


1. Objectives

2. Structure and mechanics of activity

3. Communication materials

37


1. Objectives

GUERRILLA

Create great visibility to the brand and product category

Spring interest and amazement in the target

38

2. Structure and mechanics of activityGUERRILLA


City: Milano, Torino, Bologna

Location: 6 private car parks a city, for a total of 18

Period: 23/24 october

Days: 2

Type: Guerrilla Parking

Modality: sunshade on the windshield and stop rayon

Contacts: 5000 for sunshade, 4.800 for stop rayon

39


3. Communication materials GUERRILLA

5000 sunshades, 4.800 stop rayon

«sta arrivando l’inverno sicuro di essere pronto?»

40





marketing



marketing

41


Aware of their rights and their power

of choice, alert,

informed, critical, thanks to the

wealth of information that can be

accessed

42


Partecipating in the communication process of the company

Consumption as a representation of self-identity

Need of new stimuli, the classic strategies above the line are no longer effective

43


Purposes are not only economic

Partner instead of target with

reciprocal relationship

Partners co-determine business communication by providing their

feedback

44

Post modern marketing:

Power in the hands of the target

Feedback as foundation for communication

Be communication vs Make communication

Share moments of life vs Inculcate life styling


45


Communication agency:

Act as a bridge between companies and

consumers, by choosing a type of instant

communication,

creating new strategies in order to

be seen in the growing crowd of traditional

media advertising

46


CONCLUSIONS

New strategies aimed at the target of reference in places where he

usually goes

Avoiding dispersion of the message

Limiting costs

Main objectives:

to create a brand awareness,

playing on the wonder of the

target, bored by the other forms of

communication

Documents

1 ALTERNATIVE COMMUNICATION STRATEGIES Ambient, street e guerrilla marketing Tesi di laurea di Isabella Testori Editoria e comunicazione multimediale Relatore: