Alternative Marketing Vehicles

Customer checking out stuff!!

Alternative Marketing Vehicle

• Alternative media, by any other name, including word-of-mouth, is a confusing collection of attempts to reach the consumer while bypassing traditional advertising vehicles.

• Some refer to it as buzz marketing. Others prefer street marketing, guerrilla marketing, renegade marketing, virtual marketing, ambush marketing, vanguard marketing, ambient marketing, covert marketing, under-the-radar marketing, below-the-line marketing, diffusion marketing or viral marketing.

Direct marketing vs. Indirect marketing

Direct Marketing• Advertising • Direct mail, including e-mail • A strong Web presence • Good collateral materials • Trade shows • Public relations • Obtaining favorable media

coverage

Indirect Marketing• Indirect marketing

includes such factors as the responsiveness of the production team, the way the receptionist greets visitors, and the way phone calls are handled. It also includes behind-the-scenes areas, such as the way the business affairs or accounting departments perform their functions.

Parties involved in Alternative Marketing

• Connector, Mavens, Salesmen

– Connector : The social glue

– Maven : The information gatherers

– Salesmen: The persuaders

Author’s speak…

• In his best-selling book The Tipping Point, author Malcolm Gladwell asserts: "Mavens are data banks. They provide the message. Connectors are social glue: they spread it. But there is also a select group of people—Salesmen—with the skills to persuade us."

AMV tools!!• Freebies• Tag team teasers• Blogs• Word-of-mouth

• Video Games• Sponsorships / Events• Mobile Telephony• Viral Marketing

Freebies

• Product seeding campaign for the Ford Focus

» September 1999 -- Focus is introduced to the U.S. market with a live television commercial advertising campaign during the MTV Video Music Awards. It is the biggest live commercial campaign since the '50s.

Contd..

• “Appe-teaser" strategy also paid off big for Hotmail when launching its free e-mail service.

Tag team teasers

• Electronic Arts

• Vespa

Street Marketing

Blogging

• At the end of the day, it boils down to only one thing….Blogging holds the key.– Crude but Credible.

• Blogs are a frequent, chronological publication of personal thoughts and web links.

• Blog now refers to a web journal that comments on the news—often by criticizing the media and usually in rudely clever tones.

Blogs are the buzz word

Still in their infancy as a business tool, commercial blogging pioneer Macromedia offers pointers to interested marketers on "keeping it real“.

– Appoint company evangelists to author blogs.– Establish guidelines for postings.– Accept that blogs are the voice of passionate

individuals, not the company.– Embrace an unwavering commitment to honesty.

Some more marketing techniques!!

• Word-of-mouth now influences two-thirds of all consumer product sales, according to a May 2001 report by the venerable McKinsey & Co. – Ad-blasting technologies like TiVo and Personal video recorders

(PVRs) enable consumers to block out the commercials that were once the bedrock of consumer product advertising.

– Another factor is economics.

• There's the powerful punch of a viral message delivered in a seemingly personalized, one-to-one manner. These surprise, spontaneous encounters prove particularly appealing to the media savvy. So too is the perception of word-of-mouth

Why word-of-mouth works?!

• Immunity syndrome.

• Gladwell believes that word-of-mouth works because, in the face of complexity, "people embrace more primitive social bonds and turn to the very personal networks run by Mavens and Connectors.“

Video Games

• Video games are just one expression of a much broader marketing program with many consumer touch points.– Splinter Cell, the game's hero uses a Sony

Ericsson cell phone.– N.F.S– Whether through background billboards or

actual character interaction, brands from McDonald's to Puma to P&G have gotten into videogames-literally.

Viral Marketing

• Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes.

• It can be word-of-mouth delivered or enhanced by the network effects of the Internet.

• Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.

• Viral promotions may take the form of – Funny video clips, – Interactive Flash games,– Images, or even text messages.

Sponsorship / Events

• Another novel concept of marketing products where in the company gets benefits like

• Enhancing Image/Shaping Consumer Attitudes • Driving Sales • Creating positive publicity/heightening visibility• Differentiating from competitors

• Branded Shows and Reality TV

Contd…

• In 2006, according to industry estimates, brand cameos earned around Rs 80 crore, media analysts and industry watchers expect that figure to climb to Rs 200 crore this year, and reach Rs 800 crore in 2010.

• Last year, Farhan Akhtar’s Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits.

• Dhoom:2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonald’s, Speed, Suzuki Zeus and Lage Raho Munnabhai featured Worldspace, IOCL, Go Air, MSN, Good Day, Kurkure, Bright Outdoor and Reliance Communications.

Mobile Telephony

• India is one of the fastest growing mobile market in the world and with that brings immense mobile marketing opportunities for branded consumer companies.

• Amar Chitra Katha, the flagship brand of India Book House (IBH), is exploring options to exploit its content through mobile.

• Mobile provides an unprecedented level of intimacy: the brand message reaches each individual one-on-one, on a portable personal device that is carried with the consumer at all times.

Captive Marketing

• Small video screens bearing a mix of news, infotainment and commercials have migrated from airplanes to taxi cabs, elevators, stores, rest rooms and even the golf course.

INTER ”marketing” NET

• Online advertising including search, display ads, email, and classifieds.

• I Phone.

Radio

• A new form already emerged.– Plethora of Channels and a host of popular

shows and RJ’s

Category Management

Co- Opting

• Media may have life cycles as well• Television begat the infomercial.• Telephones begat the telemarketer. • The World Wide Web begat the spammer.

• The medium and the consumer have both matured.

Marketing of categories• It is only because of marketing that we can

up-sell and cross-sell a product• This results in grossing more revenue and

thereby reaping more profits• Another point to be noted is that there is

greater exposure of all the categories to the customers

• The lesser known categories are also brought forth

• Transition from cost center unit to a revenue generator

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