BM3311

INTERACTIVE MARKETING
COMMUNICATION
CHAPTER 8:
ALTERNATIVE MARKETING &
SUPPORT MEDIA

Chapter
Overview

Traditional media declining

Alternative media rising
Ugg fashion conscious consumers
Alternative approaches

Buzz marketing
Guerilla marketing
Product placement
Branded entertainment
Lifestyle marketing
In-store marketing
Brand communities

Alternative Media
Programs

Requires creativity and imagination

Identify intersect paths
Alternative media programs

Buzz marketing
Guerilla marketing
Product placement
Lifestyle marketing

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

Consumers who like a

brand
Ideal ambassador
Buzz spread
In person
Internet
Chat rooms
Blogs
E-mails

Sponsored Consumers
Agent or advocate for a new brand
Dawn Direct Foam (P & G)
Sony

Brand ambassadors or customer evangelists

Typically individuals who already like brand
Offer incentives in exchange for advocacy
Selection based on
Devotion to brand
Size of social circles

Expected to delivery messages

Grassroots efforts
Low-cost marketing events

Lee jeans

Company Employees
Employees posing as customers
High risk approach
Word of Mouth Marketing Association
(WOMMA)
Honesty of relationship
Honesty of opinion
Honesty of identity

Buzz Marketing Stages

Three stages
1. Inoculation
2. Incubation
3. Infection
Buzz marketing difficult during inoculation stage
Must use brand ambassadors or customer evangelists
True customer-generated buzz occurs after awareness
Awareness generated through traditional advertising

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 someones elses opinion

People like to give their opinion

Guerilla Marketing

Developed by Jay Conrad Levinson

Instant results with unique, low-cost
approaches
Focus on region or area
Create excitement
Involve interacting with consumers
Goal is to generate buzz
Harley Davidson Cat shoot
Grassroots efforts
Alternative media

Reasons for Using Guerilla

Marketing
To find new ways to communicate with
customers
To interact with customers
To make advertising accessible to
consumers
To impact a spot market
To create buzz
To build relationships with consumers

Product Placement

Advertisers believe

No immediate impact on sales

Nielsen Research

Increased brand awareness

Positive attitude towards the brand

Emotionally engaging TV shows recognized by 43%

more viewers
Highly enjoyed programs brand recognition
increased 29% compared to 21% for commercial
spots
Positive brand feelings increased 85% compared to
75% for commercial spots.

Low cost per viewer

Branded Entertainment

Brand woven into the storyline

Use increased sharply with reality shows
Also found in novels, plays, songs, and
movies

Key factors in product placement and branded

entertainment

Media
Supporting promotional activities
Consumer attitudes toward placements
Placement characteristics
Regulations

Source: Adapted from Simon Hudson and David Hudson, Branded Entertainment: A New Advertising Technique
or Product Placement in Disguise? Journal of Marketing Management, Vol. 22, No. 5/6 (July 2006), pp. 489504.

Product placement and

branded entertainment

Work because no call to action

Goal is to increase brand awareness and liking
Placements work best when logical fit
Negative/positive scene impacts reaction
Bypasses legislation
Increase in placement budgets
Brands appeal stronger in non-advertising context
Perception of what others think is important to
consumers
Provides postpurchase reassurance
Program can provide evidence of a brands advantage

Video Game Advertising

$1 billion per year spent on in-game
ads
Very attractive market
75% of online households spend at least 1
hour per month playing online games
27% average 30 hours or more
Primary market is 17-34 year old males

Have become difficult to reach

Play shooting games

Fastest growing market is females

Now 20% of market

Play puzzle and cerebral games

Video Game advertising

Benefits
Online games allow Web analytics
Ads can be targeted to match audience

Disadvantage

Ads soon become static

New technologies

Ad rotations within game

New ads can be added to online games
Time-sensitive ads can be used
Ads can be made interactive

Alternative Media Venues

Cinema
In-tunnel, subway
Parking lot
Escalator
Airline in-flight
Leaflets and
brochures
Carry home menus
Carry home bags
Clothing
Mall signs
Kiosks

In-Store Marketing
70% of purchase decisions made in
store
In-store atmospherics
Sight, sound, and scent

Video screens and television monitors

Customize messages

The Salon Channel

Wal-Mart
127 million shoppers per week

Unilever

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
50% of Coca-Cola products from displays

Average increase in sales is 9%

Half of POP displays not effective
Half that are effective 20% increase in sales

Combination Approaches
Digital, LED displays
Interactive displays
Integration of
advertising and
marketing with POP
Interface of digital
technology with instore networks
Interface with retail
computers

Brand communities
Ultimate demonstration of
Brand loyalty
Brand devotion
Symbolic meaning
Interactions between
brand and consumer
Shared values and
experiences
Cannot be created by
brands itself
Marketing can enhance
community experience

Reasons brand communities form

Affirmation of the buying decision.

Social identity and bond.
Swap stories.
Swap advice and provide help to
others.
Feedback and new ideas.

Support Media
Support
Support media
media are
are
also
also referred
referred to
to as:
as:

Alternative
Alternative
Media
Media

Nonmeasured
Nonmeasured
Media
Media

Nontraditional
Nontraditional
Media
Media

Outdoor Advertising Goes

3-D

Trucks become billboards

on wheels

Transit Advertising
Station
Station
Posters
Posters

Inside
Inside
Cards
Cards

Platform
Platform
Posters
Posters

Terminal
Terminal
Posters
Posters

Outside
Outside
Posters
Posters

Posters gain attention in

Terminals

Transit Advertising
Advantages
Exposure
Exposure
Frequency
Frequency
Disadvantages
Reach
Reach
Mood
Mood of
of the
the Audience
Audience

Promotional Products
Marketing

1. Wearable items 2. Writing instruments

3. Calendars
4. Desk accessories
5. Bags
6. Drinkware

Forms of Yellow Pages

Specialized
Specialized
directories
directories

Internet
Internet Yellow
Yellow
Pages
Pages

Other
Other Services
Services

In-Flight Advertising
Magazines
Magazines

Catalogs
Catalogs

Radio
Radio

Videos
Videos

The End

Thank you
for your
attention!