1. ALTERNATIVE COMMUNICATION STRATEGIES
Ambient, street e guerrilla marketing
Editoria e comunicazione multimediale
Relatore:
Prof. Mario Dossoni
Correlatore:
Prof.ssa Federica Da Milano
Tesi di laurea di
Isabella Testori
Anno accademico 2009/2010

2. Alternative communication strategies
Definition of alternative strategies
How are they organized?
Agencies that organize them: «Mirata s.r.l.»
Examples of activities of ambient, street e guerrilla marketing
Changes in the modern companies: post-modern marketing

3. Experience of stage at the communication
agency “
…. Design Alternative communication strategies aimed at catching the target in places and times when its advertising awareness is low, by choosing to achieve high-quality contacts which can leave a lasting and positive brand memory …. ”

4. Alternative communication strategies
Definition of alternative strategies
How are they organized?
Agencies that organize them: «Mirata s.r.l.»
Examples of activities of ambient, street e guerrilla marketing
Changes in the modern companies: post-modern marketing

5. Advertising Strategies
Above the line

6. Alternative communication strategies
Advertising Strategies
Below the line
Alternative communication strategies

7. Alternative communication strategies
Ambient marketing
Use the environment as media: shops, elevators, bathrooms, schools, fitness clubs
Both indoor and outdoor
The target is «taken by surprise» in a place where he has gone for different reasons then those usually used for advertising
Materials: corner with hostess, distributing leaflets, gadgets and samples

8. Alternative communication strategies
Street marketing
Use the street and urban furniture as media
Draw road maps
Contact the target in the streets with activity of sampling, traffic line when advertising awareness is low
Curiosity, wonder, newsworthiness

9. Alternative communication strategies
Guerrilla marketing
Low cost, using aggressive and creative tools that play on the target’s psychological mechanisms and imagery
The goal is to create great visibility of both the brand
and the specific product
Conventional way of achieving objectives through unconventional methods

10. Alternative communication strategies
Definition of alternative strategies
Agencies that organize them: «Mirata s.r.l.»
Examples of activities of ambient, street e guerrilla marketing
Changes in the modern companies: post-modern marketing
How are they organized?

11. Alternative communication strategies
1. Design and definition
2. Selection of personal and resources
3. Organization and logistics
4. Briefing and staff training
5. Execution and supervision
6. Closing with report

12. Choice of place and modality
Alternative communication strategies
1. Design and definition
Communication Aim
Objectives
Choice of place and modality
Times
Choice of staff
Support tools

13. Alternative communication strategies
2. Selection of personal and resources
On line or in person casting of
fitters, promoters, hostesses and trasporters
Materials for the activities

14. Alternative communication strategies
3. Organization and logistics
Rental location
Shipping materials
Municipal authorization
Control of weather conditions

15. Professionalism, puntualicty, relevance to the activities
Alternative communication strategies
4. Briefing and staff training
Train the staff on:
company philosophy, product features, mechanics of the activity and how to behave in every occasion
Professionalism, puntualicty, relevance to the activities

16. Telephone and on the spot
Alternative communication strategies
5. Execution and supervision
Problem solving
Telephone and on the spot
control

17. Alternative communication strategies
6. Closuring with report
Withdrawal of materials
Final Report:
distributed material
Number and age of contacts
Inconveniences
Target Feedback

18. Alternative communication strategies
Definition of alternative strategies
How are they organized?
Examples of activities of ambient, street e guerrilla marketing
Changes in the modern companies: post-modern marketing
Agencies that organize them: «Mirata s.r.l.»

19. 5. Fitness club: “Mirata”
Alternative communication strategies
1. Structure
2. How it works
3. Circuits
4. Study of the target and
related circuits where to operate
5. Fitness club: “Mirata”
privileged circuit

20. 1. Structure Alternative communication strategies
Staff of 30 people with business contacts across Italy
Account: dealing about the commercial part
Account executive:
Dealing about the operational part

21. 2. How it works Alternative communication strategies
It designs and implements the entire process of communication:
from creative concept to
Operational execution to monitoring and analysis of results

22. 3. Circuits Alternative communication strategies
Operations of ambient marketing
The points of strenght are:
maximization of contacts
optimization of costs

23. 4. Study of the target and Alternative communication strategy
related circuits where to operate
Target Sports
58% w 42 % m
14/24: 30%
25/34: 30%
35/45: 15%
Over 45: 25%
High purchasing power
12,000 contacts/ 2 weeks
Target Business
50% w 50% m
20/60 years
Decision makers
Manager
Business man/woman
Target R.A.
60% w 40% m 25/60 years

24. Trendy young people are aware of innovations
Alternative communication strategies
4. Study of the target and
related circuits where to operate
Target Student
54% w 46% m
10/25 years old
230,000 contacts/4 weeks
Target Family
50% w 50% m
5000 contacts/week and
Target Urban
20/35 years old
Trendy young people are aware of innovations

25. 5. Fitness club: “Mirata”
Alternative communication strategy
5. Fitness club: “Mirata”
privileged circuit
Dynamic people open to innovation, figure and health
Medium- high income
(ready to invest between 500€ and € for subscription)

26. 5. Fitness club: “Mirata”
Alternative communication strategy
5. Fitness club: “Mirata”
privileged circuit

27. Alternative communication strategies
Definition of alternative strategies
How are they organized?
Agencies that organize them: «Mirata s.r.l.»
Changes in the modern companies: post-modern marketing
Examples of activities of ambient, street e guerrilla marketing

28. 5. Communication materials
Alternative communication strategies
1. Proposal
2. Objectives
3. Structure of activity
4. Mechanich of activity
5. Communication materials
6. Numbers
7. Guaranteed services

29. Alternative communication strategies
1. Proposal
AMBIENT f.c. / STREET
Milano, Torino
Bologna, Roma, Napoli
Costs: personnel, equipment, materials, logistics
Contacts: x 2 w.e. x f.c.
Materials: 50 t-shirts, 50 corners, sampling, 300 dispensers

30. Alternative communication strategies
2. Objectives
AMBIENT f.c./STREET
Present new mouthwash
Generate trial product
Encourage purchases
Give a young and dynamic brand image

31. Alternative communication strategies
3. Structure of activity
AMBIENT f.c./STREET
Location: Milano, Torino, Bologna, Roma, Napoli
Circuits: Fitness Club, offices, shopping streets, bars, metro
Periods: 12 oct./12 nov. street, 13/ 20 dec. ambient
Working days: 20 days street, 100 days (2x 50 fc) ambient
Lunch break: offices
Afternoon: shopping streets
Evening: metro, happy hour
Contact team: 1 h x fc ambient, team 6 h street
Modality: Dressing room: dispenser
Reception: activity of argued sampling
Street domination
Materials: dispensers, corners, personalized clothing , samples, promotrolleys, shoppers

32. 4. Mecanichal of activity
Alternative communication strategies
4. Mecanichal of activity
AMBIENT

33. 4. Mecanichal of activity
Alternative communication strategies
4. Mecanichal of activity
STREET

34. 5. Materials of communication
Alternative communication strategies
5. Materials of communication
AMBIENT f.c./STREET

35. Telephone and on the spot control
Alternative communication strategies
6. Numbers:
ambient contact
street
7. Guaranteed services:
Brief by «Mirata»
Photos, videos
Telephone and on the spot control
Refill of dispensers

36. Alternative communication strategies
1. Objectives
2. Structure and mechanics of activity
3. Communication materials

37. Alternative communication strategies
1. Objectives
GUERRILLA
Create great visibility to the brand and product category
Spring interest and amazement in the target

38. Alternative communication strategies
2. Structure and mechanics of activity
GUERRILLA
City: Milano, Torino, Bologna
Location: 6 private car parks a city, for a total of 18
Period: 23/24 october
Days: 2
Type: Guerrilla Parking
Modality: sunshade on the windshield and stop rayon
Contacts: 5000 for sunshade, for stop rayon

39. Alternative communication strategies
3. Communication materials
GUERRILLA
5000 sunshades, stop rayon
«sta arrivando l’inverno sicuro di essere pronto?»

40. Alternative communication strategies
Definition of alternative strategies
How are they organized?
Agencies that organize them: «Mirata s.r.l.»
Examples of activities of ambient, street e guerrilla marketing
Changes in the modern companies: post-modern marketing

41. Aware of their rights and their power of choice, alert,
Alternative communication strategies
Aware of their rights and their power of choice, alert,
informed, critical, thanks to the wealth of information that can be accessed

42. Alternative communication strategies
Partecipating in the
communication process of the company
Consumption as a representation of self-identity
Need of new stimuli, the classic strategies above the line are no longer effective

43. Alternative communication strategies
Purposes are not only economic
Partner instead of target with reciprocal relationship
Partners co-determine business communication by providing their feedback

44. Alternative communication strategies
Post modern marketing:
Power in the hands of the target
Feedback as foundation for communication
Be communication vs Make communication
Share moments of life vs Inculcate life styling

45. Communication agency:
Alternative communication strategies
Communication agency:
Act as a bridge between companies and consumers, by choosing a type of instant communication,
creating new strategies in order to be seen in the growing crowd of traditional media advertising

46. Alternative communication strategies
CONCLUSIONS
New strategies aimed at the target of reference in places where he usually goes
Avoiding dispersion of the message
Limiting costs
Main objectives:
to create a brand awareness,
playing on the wonder of the target, bored by the other forms of communication