Presentation on theme: "1-21 Promotional Techniques & Marketing Strategies Which technique will you use for your Group Project?"— Presentation transcript:
1-21 Promotional Techniques & Marketing Strategies Which technique will you use for your Group Project?
2-21 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# http://www.bing.com/videos/search?q=superbo wl+commercials+2010&qpvt=superbowl+comme rcials+2010&FORM=VDRE#
3-21 Techniques & Strategies Outline Raising awareness Lifestyle Marketing Event Marketing & Sponsorship Guerrilla Marketing Influencing behavior Incentives and Loyal Marketing Cause Marketing Social Marketing
4-21 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 E-trade commercial (30 sec) http://www.superbowl-commercials.org/765.html
5-21 Event Marketing Creating and supporting events to access participants E.g., art exhibits, zoos, concerts, golf tournament
6-21Sponsorship 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.,
7-21 Guerrilla Marketing To seize the attention of the marketplace with a shocking strategy E.g., Benettons and Calvin Kleins ads, using look- alike priority mail, Santa Claus doing aerobics Doritos (30 sec) http://www.superbowl-commercials.org/594.html
8-21Incentives 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.retro- commercials.com/2009/04/justin-timberlake- superbowl-pepsi-commercial-magnetic http://www.retro- commercials.com/2009/04/justin-timberlake- superbowl-pepsi-commercial-magnetic
9-21 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 http://www.youtube.com/watch?v=RMvSBsJ3XUY
10-21 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% AAs share of customer
11-21 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 http://www.youtube.com/watch?v=Wq58zS4 _jvM
12-21 Social Marketing To change peoples 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 http://www.youtube.com/watch?v=mu993iMUrtQ
13-21 Techniques & Strategies Outline Creating Relationships Information Marketing Affiliation or Associative Marketing Interactive Marketing Making the Most of Resources Ambush Marketing Real Marketing 3Cs Marketing
14-21 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
15-21 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: MTSUs I am one campaign! Minnesota Vikings (38 sec) http://www.youtube.com/watch?v=7Oams5mNvfQ http://www.youtube.com/watch?v=7Oams5mNvfQ
16-21 Interactive Marketing Integrating technology options with overall marketing plans. Ex: home shopping, infomercials, cds, internet, virtual reality.
17-21 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.
18-21 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) http://www.youtube.com/watch?v=D03ZLePhoLA
19-21 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 http://www.youtube.com/watch?v=3McLvf-_rdI
20-21 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.
21-21 Learning into action: What Technique/Strategy? Name: product/service (if relevant), target market, promotion strategy, and venue 1.http://www.superbowl-commercials.org/632.htmlhttp://www.superbowl-commercials.org/632.html 2.http://www.youtube.com/watch?v=kQsNs8SWCkU&featur e=relatedhttp://www.youtube.com/watch?v=kQsNs8SWCkU&featur e=related