Promotional
Techniques &
Marketing Strategies
Which technique will you use for your Group
Project?
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A few things to know. . .
What are the top reasons people watch and
remember promotional techniques?
Superbowl 2010
 http://www.bing.com/videos/search?q=superbo
wl+commercials+2010&qpvt=superbowl+comme
rcials+2010&FORM=VDRE#
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Techniques & Strategies
Outline
 Raising awareness
 Lifestyle Marketing
 Event Marketing & Sponsorship
 Guerrilla Marketing
 Influencing behavior
 Incentives and Loyal Marketing
 Cause Marketing
 Social Marketing
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Lifestyle Marketing
 Directed towards the potential clientele
with a lifestyle message
 Aiming at individual differences in how
people live, work and play
 E.g., narrowly focused magazines, bridal
registry, the “cool market”, Drinks
4-21E-trade commercial (30 sec)
 http://www.superbowl-commercials.org/765.html
Event Marketing
 Creating and supporting events to
access participants
 E.g., art exhibits, zoos, concerts, golf
tournament
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Sponsorship
 Exclusive rights of products and
services in specific venues
 E.g., VISA card at the Olympics
 “Municipal marketing”
 Links products/services to desirable
locations
 E.g., Speedo on the beaches of L.A.,
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Guerrilla Marketing
 To seize the attention of the marketplace with a
shocking strategy
 E.g., Benetton’s and Calvin Klein’s ads, using lookalike priority mail, Santa Claus doing aerobics
 Doritos (30 sec)
 http://www.superbowl-commercials.org/594.html
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Incentives
 To influence consumer purchasing behavior
 Giveaways, coupons, price discounts
 E.g., early bird dinner discounts,
complimentary T-shirts for the first 100 people
registering
 Justin Timberlake (1.2 min)
 http://www.retrocommercials.com/2009/04/justin-timberlakesuperbowl-pepsi-commercial-magnetic
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Loyalty Marketing
 To influence consumer purchasing
behavior
 5 times more expensive to attract a new
customer than to retain a current one
 E.g., frequent customer cards,
AAdvantage frequent-flier program
 T-mobile (1min 30 sec)
http://www.youtube.com/watch?v=RMvSBsJ3XUY
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Loyal Marketing II
 Lifetime revenue
 The amount a loyal customer will spend on a
product/service in his/her lifetime
 E.g., a pizza chain calculated $8000
 Share of customer
 The percentage of business received from a
particular customer
 E.g., business traveler takes 10 flights a
year, 3 flights with AA = 30% AA’s share of
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customer
Cause Marketing
 To influence consumer purchasing behavior
 “Strategic philanthropy”
 E.g., a hair-care products company donated
money to save rain forests based on
percentage of purchases
 Audi Green Police - (1.1min)
 http://www.youtube.com/watch?v=Wq58zS4
_jvM
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Social Marketing
 To change people’s behavior related to
a social issue (e.g., smoking, drinking,
physical activity)
 To improve individual and social welfare
 E.g., Active Living Healthy Lifestyles
 Parents.com Drug ad
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 http://www.youtube.com/watch?v=mu993iMUrtQ
Techniques & Strategies
Outline
 Creating Relationships
 Information Marketing
 Affiliation or Associative Marketing
 Interactive Marketing
 Making the Most of Resources
 Ambush Marketing
 Real Marketing
 3Cs Marketing
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Information Marketing
 Concept maintains that value is created
when information creates special
meaning for the customers and
enhances the purchase.
 Ex. Infomercials and Personalized news
letters
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Affiliation or Associative
Marketing
 Belonging, part of something bigger or more
important than him/herself.
 Affiliation plays on individuals need to feel as
if they belong
 Associative addresses similar need enabling
people to associate themselves with
something or someone of importance to them.
 EX: MTSU’s “I am one” campaign!
 Minnesota Vikings (38 sec)
http://www.youtube.com/watch?v=7Oams5mNvfQ
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Interactive Marketing
 Integrating technology options with
overall marketing plans.
 Ex: home shopping, infomercials, cds,
internet, virtual reality.
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Ambush Marketing
 Ambush marketing-getting your
message across w/o spending a lot of
$$ (Nike, Starbucks)
 High-profile marketing efforts can result
in substantial financial outlays for large
corporations.
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Real-time Marketing
 About time, place and the individual
participant.
 Is what works for the consumer.
 Ex: ATM, 24 hr stores, pay-per-view, DVR,
personalize greeting cards
 DVR (32 sec)
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 http://www.youtube.com/watch?v=D03ZLePhoLA
3Cs Marketing
 Include techniques of co-marketing, cross
promotion and combination marketing.
 Co-marketing – a partnership relationship that
is a definite win-win for all parties involved
whether there are 2 or 20.
 Cherios and pampers (30 sec)
http://www.youtube.com/watch?v=3McLvf-_rdI
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 Cross promotional efforts - can sharing
the costs associated with marketing and
promotion.
 Combination marketing – takes one or
more marketing strategies and
combines them to create an effort that
gets attention, influences behavior, or
creates a relationship.
 A true “making the most” strategy.
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Learning into action:
What Technique/Strategy?
 Name: product/service (if relevant),
target market, promotion strategy,
and venue
1.
http://www.superbowl-commercials.org/632.html
2.
http://www.youtube.com/watch?v=kQsNs8SWCkU&featur
e=related
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