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Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 10-1
1010 Chapter TenChapter Ten
Alternative MarketingAlternative Marketing
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-2
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
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-3
Consumers Who Like a Brand
• Ideal ambassador• Buzz spread
• In person• Internet
• Chat rooms• Blogs• E-mails
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-4
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.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-5
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)
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-6
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
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-7
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
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-8
• 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
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-9
Alternative Media Venues
• Cinema• In-tunnel, subway• Parking lot• Escalator• Airline in-flight• Clothing• Mall signs• Kiosks
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-10
F I G U R E 10 . 7Types 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.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-11
In-Store Marketing
• 70% of purchase decisions made in store• In-store atmospherics
• Sight, sound, and scent
• Video screens and television monitors• Customize messages
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-12
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
Copyright © 2010 Pearson Education, Inc. publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall10-13
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.