2 Alternative Marketing Programs Buzz MarketingMethods of creating a buzzConsumers who like a brandSponsored consumersTactics may include stealth marketingGuerrilla MarketingFocus is usually on a specific regionGoal is to create excitement about a product or serviceInstant results with unique low-cost approaches
3 Alternative Marketing Programs Product PlacementLow cost per viewer in most mediumsBranded Entertainment – embedding brands as part of storylines in some sort of entertainment (Movies, TV programs, etc.).Lifestyle MarketingAssociated with consumers hobbies and interestsCan be considered an off shoot of event marketingExperiential MarketingDirect marketing + Field Marketing + Sales Promotions
4 Experiential Marketing Steps to create positive experienceClear, concise target segmentIdentify right time, right placeEngage emotionallyEngage logicallyClearly reveal brand’s promiseCreating experiential marketing campaigns requires three steps. First, a clear, concise identification of the target segment. Second, identify the right time and right place to intersect with consumers to create a memorable experience. It needs to engage consumers emotionally and engage them logically. Third, the experience needs to clearly reveal the brand’s promise.
12 In-Store Marketing 70% of purchase decisions made in store In-store atmosphericsSight, sound, and scentVideo screens and television monitorsCustomize messages, e.g., Wal-Mart with 127 million shoppers per week
13 Point-of-Purchase Displays An extension of in-store displaysLocation is keyLast chance to reach buyerFacts70% of decisions are made in store50% of money spent at mass-merchandisers and supermarkets is unplanned50% of Coca-Cola products from displaysAverage increase in sales is 9%Half of POP displays not effectiveHalf that are effective – 20% increase in sales
14 Video Game Advertising $1 billion per year spent on in-game adsVery attractive market75% of online households spend at least 1 hour per month playing online games27% average 30 hours or morePrimary market is year old malesHave become difficult to reachPlay shooting gamesFastest growing market is femalesNow 40% of marketPlay puzzle and cerebral gamesProduct placement in video games has become common, generating about $1 billion a year in advertising revenue. Video games are a very attractive market. About 75% of online households spend at least 1 hour per month playing online games. About 27% of online households spend 30 or more hours a month playing online games. The primary market for video games is year old males, which has been a market segment that has been difficult for marketers to reach. The fastest growing market for video games are females. It now makes up 40% of the market.
15 In-game advertisements Rotating in-game advertising Interactive ads F I G U R ETypes of Video Game AdvertisingIn-game advertisementsRotating in-game advertisingInteractive adsGame-related Web sitesAdvergamesSponsored downloadsAdvertising in video games can take several forms. A common approach is static, in-game advertisements. To make it more interesting, companies can insert rotating in-game ads that will change over time. Interactive ads can be placed in video games, especially in online games. The Internet offers other possibilities, such as websites dedicated to games. Advergames are branded video games. The last form is sponsored downloads, such as certain brands of cars for a racing game.
16 Brand Communities Ultimate demonstration of brand loyalty and devotion Usually some kind of symbolic meaning to the customerInteractions between the brand and consumers, as well as shared values and experiences between consumersCannot be created by brands itselfMarketing enhances the “community experience”Examples of brand communities include:Harley DavidsonJeep
17 Affirmation of the buying decision. Social identity and bond. F I G U R EReasons Brand Communities FormAffirmation of the buying decision.Social identity and bond.Swap stories.Swap advice and provide help to others.Feedback and new ideas.