Chapter
10
Alternative Marketing
CHAPTER OUTLINE
Alternative Media Programs
The forms of alternative marketing are displayed in Figure 10.1
Alternative media programs include:
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buzz marketing
guerilla marketing
product placements and branded entertainment
lifestyle marketing
Buzz Marketing
Buzz marketing is also known as word-of-mouth advertising. It emphasizes consumers
passing along information about a product.
The three main sources of buzz are:
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consumers who truly like a brand and tell others
consumers who like a brand and are sponsored by the company to tell others
company or agency employees posing as customers and telling others
Happy customers use blogs, e-mails, and chat rooms.
Sponsored customers engage in programs with names such as "brand advocates" or
"connectors."
Company employees should identify their affiliations or risk being seen as unethical.
Buzz Marketing Preconditions
The preconditions are:
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the brand must standout
the company must feature memorable advertising
the advertising must be intriguing, different and unique
the buzz should get customers involved
Guerilla Marketing
Guerilla marketing is designed to obtain instant results using limited resources.
Figure 10.2 lists the differences between traditional marketing and guerilla marketing.
Typically a program relies on: (1) alternative media tactics and (2) creative ways of doing
things.
Figure 10.3 lists the reasons for engaging in guerilla marketing.
Alternative Media Venues
Cinema Advertising
These include more than just trailers. Specific ads can be shown to a captive audience.
In-Tunnel Subway Advertising
Ads can be placed on the walls of entryways, at terminal locations, or on benches for
travelers.
Additional ads can be shown on the trains themselves.
Parking Lot Advertising
This form has existed for many years. Now, benches are placed strategically in key places.
Escalator Advertising
Ads can be placed on the stairs themselves or on walls beside the escalator.
Airline In-Flight Advertising
Ads are placed in airports and terminals.
Others are on the planes themselves featuring the airline or in Sky Mall magazine.
Leaflets and Brochures
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Typically these are given out at targeted events.
Advertising on Clothing
Some ads are simply placed. Others may even be sold, such as a cap with the Nike Swoosh.
This is called merchandising the advertising.
Mall Signs
Many mall walls now feature advertising.
Kiosks
These can be freestanding or placed within malls.
In-Store Marketing
In store marketing consists of point of purchase displays (POP) and other activities.
In one survey, more than half of the respondents reported they were influenced by in-store
signage and POP.
New In-Store Marketing Tactics
Addition of motion is one key feature. This especially affects in-store signage.
Wal-Mart uses flat screen television monitors to display messages throughout stores.
Figure 10.7 lists the types of advertising that influenced clothing purchases, and in-store
advertising leads the list.
Point-of-Purchase Tactics
Point-of-purchase displays affect impulse buys.
Designing Effective POP
Figure 10.8 lists keys to effective POP displays, including:
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integrate the brand's image into the display
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integrate the display with current advertising and promotions
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make the display dramatic to get attention
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keep the color of the display down so the product and signage stand out
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make the display versatile so it can be easily adapted by retailers
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make the display reusable and easy to assemble
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make the display easy to stock
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customize the display to fit the retailer's store
REVIEW QUESTIONS
1. What is buzz marketing?
Buzz marketing is also known as word-of-mouth advertising. It emphasizes
consumers passing along information about a product.
2.
What three types of consumers can pass along buzz marketing messages?
The three types are: (1) consumers who truly like a brand and tell others, (2)
consumers who like a brand and are sponsored by the company to tell others, and (3)
company or agency employees posing as customers and telling others.
3.
Why is buzz marketing effective? What preconditions should be met to ensure
its effectiveness?
Buzz marketing is effectively because of the credibility of word-of-mouth. People
tend to believe family members and friends who recommend products. The
preconditions include:
o the brand must standout
o the company must feature memorable advertising
o the advertising must be intriguing, different and unique
o the buzz should get customers involved
4.
What is guerilla marketing? How does it differ from traditional marketing?
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Guerilla marketing is designed to obtain instant results using limited resources.
Typically a program relies on: (1) alternative media tactics and (2) creative ways of
doing things.
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
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5.
Create excitement
Involve interacting with consumers
Goal is to generate buzz
Identify the alternative media venues described in this chapter.
Beyond video game advertising, the other venues include:
o Cinema Advertising
o In-Tunnel Subway Advertising
o Parking Lot Advertising
o Escalator Advertising
o Airline In-Flight Advertising
o Leaflets and Brochures
o Carry-Home Menus
o Carry-Home Bag Advertising
o Advertising on Clothing
o Mall Signs
o Kiosks
6.
What is POP? Why is it important?
Point-of-purchase displays are all of the promotions for products within the store.
They are placed at the ends of aisles, near store entryways, and by the cash register.
Point-of-purchase displays help to increase impulse purchases (unplanned
purchases).
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