Alternative Media for
Marketing
L8
Ing. Jiří Šnajdar
2015
Alternative marketing
Alternative Marketing by its name refers to such
marketing techniques that are not performed
traditionally and its guerrilla marketing principle
seems to be, a publicity that is out from the
company producing the product.
Alternative marketing is becoming a buzz word
which is used for promotion of marketing services.
Any Alternative marketing campaigns performed on
Internet which would have characteristics of
Guerrilla Marketing.
However, from the research may be assumed that
alternative type of marketing may be applied
continuously in different media and the form of
marketing may be relevant to guerrilla marketing
principles.
Alternative marketing strategies
"Alternative marketing strategies" are low cost ways
to target specific neighborhoods, age groups, ethnic
communities, and/or low literacy families with
special cancer messages.
Such strategies include the use of low cost flyers,
posters, payroll stuffers, and program
announcements scattered throughout a community
to deliver a message.
Presume marketing
Presume marketing may be applied on Internet by
placing the visuals or notes about the product on
social networks like Twitter, Facebook and others.
However, characteristics of presume marketing do
not clearly differentiate this type of marketing from
classic outdoor, indoor advertisement or other types
of classic advertising forms.
Ambush Marketing
Ambush marketing can be defined as a tactic
whereby a company attempts to ambush or
undermine the sponsorship activities of a rival that
owns the legal rights to sponsor an event.
The application of Internet Marketing by using
innovation and creativity in order to gain competitive
advantage.
What is the purpose of innovation in marketing?
Innovation is a process that translates knowledge
into economic growth and social well-being. It
encompasses a series of scientific, technological,
organisational, financial and commercial activities.
Innovation is often related with creativity. Creativity is
defined as an experience of thinking, reacting, and
working in an imaginative and idiosyncratic way
which is characterized by a high degree of
innovation and originality, divergent thinking and risk
taking.
Marketing by using innovation and creativity in order
to gain competitive advantage.
• Guerrilla marketing in context of Internet
marketing
• Guerrilla Marketing Online is a form of Guerrilla
Marketing which fulfils the same objectives as the
internet marketing in general: to sell the products
and satisfy customer needs and wants.
• Guerrilla marketing online means using
characteristics of classic guerrilla marketing on
Internet.
Communication applied on Internet is differentiated
from communication using traditional media.
The way how the communication of guerrilla
marketing campaigns on Internet is applied is
strongly affected by internet marketing
characteristics and common characteristics of
Internet as an environment where Guerrilla
Marketing Online is performed.
The guerrilla campaigns using following tools of
interaction.
Clicking, touching, using a keyboard or a mouse;
Sound receiving or posting; Video receiving or
posting; Cooperation with other devices (Mobile
phones, PDA...); Referring to friends; Commenting;
Rating; Reporting and other.
Alternative Media for Marketing
Video games
offer marketers a popular medium to reach younger
consumers as they relax and enjoy free time.
Video game marketing is a multimillion dollar
Marketplace.
Recently advertisments and product placements
represent a lucrative new method for reaching this
valuable market.
Traditionally video games were developed for teen
and young adult males.
Today 40 percent of gamers are females.
From marketing communications perspective gaming
appears to have great potential. It is very good for all
aspects of marketing including brand awarness and
brand loyalty.
Traditional mass media advertising faces many
chalanges. Advertisers are not ready to abandon
radio, TV, magazines, newspapers and outdoor
programs, they know that many new and valuable
media outlets have emerged.
Resulting alternative marketing programs and
alternative media are on the rise. Increasing numbers
of money are spent finding ways to reach potential
customers in a new and innovative formates.
Alternative marketing programs are identified:
buzz marketing, guerilla marketing, product
placement, branded entertainment, lifestyle marketing
and experiential marketing.
Then attention-getting messages can be developed
for those points of contact.
This means a firm can supplement or replace mass
media advertising with more targeted options.
Buzz marketing
has become one of the fastest-growing areas of
alternative marketing.
Buzz marketing or word of mouth marketing,
emphasizes consumers passing along information
about a product.
A recommendation by a friend, family member, or
even an acquaintance carries higher levels of
credibility than does an advertisment. Buzz marketing
can be generated in the following ways:
1. consumer who truly like a brand and tell others
2. consumer who like a brand and are sponsored by
a company to tell others
3. company or agency employees who tell others
about the brand
These messages can be delivered in person or via
the internet in chat rooms, blogs or e-mails.
Many musical groups have gained fame and fortune
through this type of support by those who have seen
the bands in bars or a small concert or tour.
Sponsored consumers are individuals as agents or
advocates to introduce new products. It works best
when these individuals also like the product-brand. An
alternative type of sponsorship is using house parties
or likewise.
Company employees is a final group of agents. The
company or agency decides wheter they should pose
as customers or identify themselves as being affiliated
with the company. Better- should be up front and
clearly identify themselves as being with the
company.
Buzz marketing stages: inoculation – incubation –
infection
Buzz marketing preconditions: first the product must
be new, unique and perform better than current
brands. The brand should stan dout and have distinct
advantages over current products on the market.
Memorable advertising helps to generate buzz. Buzz
marketing works for two reasonns.
First people often trust someone else´s opinion more
than paid advertising. Second people like to render
they opinions. They like to share their thoughts.
Sharing an opinion can build a person´s ego and
sense of self-worth, especially when opinion leads to
happiness or satisfaction with a particular product.
Stealth marketing
is a special form of buzz marketing, uses surreptitious
/ secret practices to introduce a product to individuals.
Someone posing as a turist can ask people to take
photo with a new camera and then talk to them about
the camera.
An attractive model ordring a beer or soft drink can
tell everyone about how great it tastes. In both
instances someone is being paid to extol the
product´s benefits. The debate over the ethics of this
approach is likely to continue.
Guerrilla marketing
programes are designed to obtain instant results
using limited resources.
Historically guerilla marketing has been one of the
most successful alternative media marketing
programs. Its tactics count on creativity, quality of
relationships and willingness to try unusual
approaches.
These programs were originally aimed at small
businesses, however now guerilla marketing tactics
are used by wide array of firms.
Guerrilla marketing emphasizes a combination of
media, advertising, public relations and surprises to
reach consumers. Guerrilla marketing tends to focus
on specific regions or areas. Creating excitment that
will spread to others by buzz is the objective.
GM often involves interacting with consumers, not just
sending out a message. Building the relationship with
customers should bet he outcome. By getting the
customers to react or to do something, the program
enhances the chance that the message will hit home.
Guerrilla marketing requiers agressive, grassroots
approach to marketing.
It should promote a one-to-one relationship with
consumers through innovative, alternative means of
branding.
When done properly has the potential to be powerful
marketing weapon.
Lifestyle marketing
is another program that can be used to make contacts
with customers in more offbeat and relaxed settings,
which involves identifying marketing methods
associated with the hobbies and entertainment
venues of the terget audience.
In all cases the purpose of a lifestyle marketing
program is finding a venue where the target market
goes for relaxation, excitement, socialization or
enjoyment.
Experiential marketing
is a newer form of alternative marketing, combines
direct marketing, field marketing and sales promotins
into a single consumer experience.
It typically involves marketing through interactive
means such as special events and free samples.
Experiential marketing seeks to engage consumers
with the brand, rather than just providing a free
sample.
EM gives consumers the opportunity to question as
well as gain hands-on experience with the brand,
allowing them to be more intimate with it, leading to a
higher conversion rate – adaptation.
Choose a clear, concise market segment to target.
Identify the right time and place to involve consumers
with the brand.
Choose opportunities that fit with consumers´ lives
and when they can engage with the brand emotionally
and logically.
Make sure the experience reveals clearly the brand´s
promise and represents the brand well to consumers.
The key to experiential marketing is letting consumers
enjoy the benefit of a good or service before making a
purchase.
Product placements and branded
entertainment
A product placement is the planned insertion of
brand or product into movie, television show, or
program in some other medium with the purpose
of influenceing viewers.
Advertisers believe product placements can lead
to increased awareness and more positive
attitudes toward the brand.
One key advantage of brand placement is the
low cost per viewer, especially for movies.
After a movie has finished at the cinema, it will be
converted to a DVD for movie rental, or one of the
premium movie channels.
This expands a movies reach beyond the cinema
screen to other venues where it may be seen multiple
times by individuals.
The actual manner in which a bran dis placed into a
movie or show is important. Brand insertation work
best when they seem be logical. The most effective
placements are those woven into program in such a
way that appears to be a natural part of the story.
Many companies buy advertising spots on television
programs that feature the product placements of the
brand.
Additional promotional incentives may also be offered.
This helps move consumer beyond recognition and
liking to the actual purchase.
A brand´s appeal may be stronger when appears in a
nonadvertising context.
The perception of what others think of a brand is
important to consumers. Seeing the brand being used
in a television show, a movie, a book, makes the
brand look acceptable and even desirable.
Alternative media venues
Mobile phones
Video games
Subways
Escalators
Cinemas
Street and mall kiosks
Parking lots
Shopping bags
Airlines
Clothes
Mobile phone advertising may reach by 5x higher
figures in 2013 than in 2008.
Mobile
advertising consists of three principal formates:
messaging, display and search.
Click-to-call advertising has emerged as a new form.
This technology has increased the response rate to
ads.
Many of the top brands have developed applications
for mobile phones in an effort to engage consumers.
Video Game Advertising
Product placement in video games have become
common. Products can be part of a stand-alone game
purchased at a retail store and played on the
computor or they can be placed in an Internet video
game.
In-game brand placement enjoys all the advanteges
of brand placements and branded entertainment.
Video game advertising reaches young people, who
have become difficult to contact through traditional
media.
In addition it has the added feature of interactivity.
The number of game-related Web sites has exploded
in recent years.
Rather than placing ads in game itself, advertisers
can place ads on these gaming Web sites. Some of
these site receive as many as 7 million visits per year.
Sponsored downloads for games offer a new option
that has become especially popular with automotive
manufacturers.
Worldwide research indicates that majority of gamers
like seeing ads in video games, if they are done well
and fit in the scene.
In- Store Marketing
Approximately 60 % of all purchase decisions are
made in retail store.
The in-store shopping experience has major impact
on purchase decisions.
Now retailers can add motion. Placing and using
video screens and television monitors to present
messages represent the newest and most expensive
in-store marketing tactic.
Digital media within the store offeres retailers the
opportunity to customize messages to fit the store and
the aisle where the display is located.
Traditionally one of the most important components of
in-store marketing has been point-of-purchase display
(POP).
Special form of display that advertises merchandise.
Point-of-purchase displays remain highly effective
tools for increasing sales.
To be effective, POP displays should clearly
communicate the product´s attributes.
Pricing and other promotional information should be
included.
The best point-of-purchase displays are integrated
with other marketing messages.
END