1. Alternative Media
Chapter 10

2. Alternative Media Programs
Buzz Marketing
Guerrilla Marketing
Product Placement – T.V programming and in Movies
Branded Entertainment
Lifestyle Marketing
Off shoot of event marketing

3. What’s Happening? Grabs your attention right away!!!!!
Here it is. Conor
Grabs your attention right away!!!!!
Escalator Advertising:

4. Alternative Media Venues
Cinema
In-tunnel, subway
Parking lot/street
Escalator
Airline in-flight
Leaflets and brochures
Carry home menus
Carry home bags
Clothing
Mall signs
Kiosks

5. Traditional Media using a different approach

6. Alternative Media
Examples

7. In-Store Marketing 70% of purchase decisions made in store
In-store atmospherics
Sight, sound, and scent
Video screens and television monitors
Customize messages, e.g., Wal-Mart with 127 million shoppers per week

8. Point-of-Purchase Displays
An extension of in-store displays
Location is key
Last chance to reach buyer
Facts
70% of decisions are made in store
50% of money spent at mass-merchandisers and supermarkets is unplanned
50% of Coca-Cola products from displays
Average increase in sales is 9%
Half of POP displays not effective
Half that are effective – 20% increase in sales

9. Brand Communities Ultimate demonstration of brand loyalty and devotion
Usually some kind of symbolic meaning to the customer
Interactions between the brand and consumers, as well as shared values and experiences between consumers
Cannot be created by brands itself
Marketing enhances the “community experience”
Examples of brand communities include:
Harley Davidson
Jeep

10. Affirmation of the buying decision. Social identity and bond.
F I G U R E
Reasons Brand Communities Form
Affirmation of the buying decision.
Social identity and bond.
Swap stories.
Swap advice and provide help to others.
Feedback and new ideas.