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1010 Chapter TenChapter Ten

Alternative MarketingAlternative Marketing

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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

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Consumers Who Like a Brand

• Ideal ambassador• Buzz spread

• In person• Internet

• Chat rooms• Blogs• E-mails

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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.

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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)

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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

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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

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• 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

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Alternative Media Venues

• Cinema• In-tunnel, subway• Parking lot• Escalator• Airline in-flight• Clothing• Mall signs• Kiosks

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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.

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In-Store Marketing

• 70% of purchase decisions made in store• In-store atmospherics

• Sight, sound, and scent

• Video screens and television monitors• Customize messages

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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

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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.