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

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

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 …. ”

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

Advertising Strategies Above the line

Alternative communication strategies Advertising Strategies Below the line Alternative communication strategies

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

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

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

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?

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

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

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

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

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

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

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

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.»

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

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

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

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

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

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

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 1.2000€ for subscription)

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

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

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

Alternative communication strategies 1. Proposal AMBIENT f.c. / STREET Milano, Torino Bologna, Roma, Napoli Costs: personnel, equipment, materials, logistics Contacts: 45.000 x 2 w.e. x f.c. Materials: 50 t-shirts, 50 corners, 45.000 sampling, 300 dispensers

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

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

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

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

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

Telephone and on the spot control Alternative communication strategies 6. Numbers: 45.000 ambient contact 120.000 street 7. Guaranteed services: Brief by «Mirata» Photos, videos Telephone and on the spot control Refill of dispensers

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

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

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, 4.800 for stop rayon

Alternative communication strategies 3. Communication materials GUERRILLA 5000 sunshades, 4.800 stop rayon «sta arrivando l’inverno sicuro di essere pronto?»

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

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

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

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

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

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

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