Customer checking out stuff!!
Alternative Marketing Vehicle
• Alternative media, by any other name, including
word-of-mouth, is a confusing collection of
attempts to reach the consumer while bypassing
traditional advertising vehicles.
• Some refer to it as buzz marketing. Others
prefer street marketing, guerrilla marketing,
renegade marketing, virtual marketing, ambush
marketing, vanguard marketing, ambient
marketing, covert marketing, under-the-radar
marketing, below-the-line marketing, diffusion
marketing or viral marketing.
Direct marketing vs. Indirect marketing
Direct Marketing
• Advertising
• Direct mail, including e-mail
• A strong Web presence
• Good collateral materials
• Trade shows
• Public relations
• Obtaining favorable mediacoverage
Indirect Marketing
• Indirect marketingincludes such factors asthe responsiveness of theproduction team, the waythe receptionist greetsvisitors, and the wayphone calls are handled.It also includes behind-the-scenes areas, suchas the way the businessaffairs or accountingdepartments perform theirfunctions.
Parties involved in Alternative
Marketing
• Connector, Mavens, Salesmen
– Connector : The social glue
– Maven : The information gatherers
– Salesmen: The persuaders
Author’s speak…
• In his best-selling book The Tipping Point,
author Malcolm Gladwell asserts: "Mavens
are data banks. They provide the
message. Connectors are social glue: they
spread it. But there is also a select group
of people—Salesmen—with the skills to
persuade us."
AMV tools!!
• Freebies
• Tag team teasers
• Blogs
• Word-of-mouth
• Video Games
• Sponsorships / Events
• Mobile Telephony
• Viral Marketing
Freebies
• Product seeding campaign for the Ford
Focus» September 1999 -- Focus is introduced to the U.S.
market with a live television commercial advertising
campaign during the MTV Video Music Awards. It is
the biggest live commercial campaign since the '50s.
Contd..
• ―Appe-teaser" strategy also paid off big for
Hotmail when launching its free e-mail
service.
Tag team teasers
• Electronic Arts
• Vespa
Street Marketing
Blogging
• At the end of the day, it boils down to onlyone thing….Blogging holds the key.
– Crude but Credible.
• Blogs are a frequent, chronologicalpublication of personal thoughts and weblinks.
• Blog now refers to a web journal thatcomments on the news—often by criticizingthe media and usually in rudely clever tones.
Blogs are the buzz word
Still in their infancy as a business tool,
commercial blogging pioneer Macromedia offers
pointers to interested marketers on "keeping it
real―.
– Appoint company evangelists to author blogs.
– Establish guidelines for postings.
– Accept that blogs are the voice of passionate
individuals, not the company.
– Embrace an unwavering commitment to honesty.
Some more marketing techniques!!
• Word-of-mouth now influences two-thirds of all consumerproduct sales, according to a May 2001 report by thevenerable McKinsey & Co.– Ad-blasting technologies like TiVo and Personal video recorders
(PVRs) enable consumers to block out the commercials thatwere once the bedrock of consumer product advertising.
– Another factor is economics.
• There's the powerful punch of a viral message deliveredin a seemingly personalized, one-to-one manner. Thesesurprise, spontaneous encounters prove particularlyappealing to the media savvy. So too is the perception ofword-of-mouth
Why word-of-mouth works?!
• Immunity syndrome.
• Gladwell believes that word-of-mouth works
because, in the face of complexity, "people
embrace more primitive social bonds and turn
to the very personal networks run by Mavens
and Connectors.―
Video Games
• Video games are just one expression of a much broader marketing program with many consumer touch points.
– Splinter Cell, the game's hero uses a SonyEricsson cell phone.
– N.F.S
– Whether through background billboards oractual character interaction, brands fromMcDonald's to Puma to P&G have gotten intovideogames-literally.
Viral Marketing
• Viral marketing and viral advertising refer to marketingtechniques that use pre-existing social networks toproduce increases in brand awareness, through self-replicating viral processes.
• It can be word-of-mouth delivered or enhanced by thenetwork effects of the Internet.
• Viral marketing is a marketing phenomenon thatfacilitates and encourages people to pass along amarketing message voluntarily.
• Viral promotions may take the form of– Funny video clips,
– Interactive Flash games,
– Images, or even text messages.
http://www.facebook.com/video/video.php?v=61641997789&ref=mf
Sponsorship / Events
• Another novel concept of marketing
products where in the company gets
benefits like• Enhancing Image/Shaping Consumer Attitudes
• Driving Sales
• Creating positive publicity/heightening visibility
• Differentiating from competitors
• Branded Shows and Reality TV
Contd…
• In 2006, according to industry estimates,
brand cameos earned around Rs 80 crore,
media analysts and industry watchers expect
that figure to climb to Rs 200 crore this year,
and reach Rs 800 crore in 2010.• Last year, Farhan Akhtar’s Don promoted Tag Heuer
watches, Motorola, Garnier, Citibank and, of course, Oakley
sunglasses as well as Louis Philippe outfits.
• Dhoom:2 promoted Coke, Pennzoil, Pepe, Sony, Disney
channel, Sugar Free, McDonald’s, Speed, Suzuki Zeus and
Lage Raho Munnabhai featured Worldspace, IOCL, Go Air,
MSN, Good Day, Kurkure, Bright Outdoor and Reliance
Communications.
Mobile Telephony
• India is one of the fastest growing mobile market
in the world and with that brings immense
mobile marketing opportunities for branded
consumer companies.• Amar Chitra Katha, the flagship brand of India Book House
(IBH), is exploring options to exploit its content through
mobile.
• Mobile provides an unprecedented level of intimacy: the
brand message reaches each individual one-on-one, on a
portable personal device that is carried with the consumer at
all times.
Captive Marketing
• Small video screens bearing a mix of
news, infotainment and commercials have
migrated from airplanes to taxi cabs,
elevators, stores, rest rooms and even the
golf course.
INTER ‖marketing‖ NET
• Online advertising including search,
display ads, email, and classifieds.
• I Phone.
Radio
• A new form already emerged.
– Plethora of Channels and a host of popular
shows and RJ’s
Category Management
Co- Opting
• Media may have life cycles as well• Television begat the infomercial.
• Telephones begat the telemarketer.
• The World Wide Web begat the spammer.
• The medium and the consumer have both
matured.
Marketing of categories
• It is only because of marketing that we canup-sell and cross-sell a product
• This results in grossing more revenue andthereby reaping more profits
• Another point to be noted is that there isgreater exposure of all the categories to thecustomers
• The lesser known categories are also broughtforth
• Transition from cost center unit to a revenuegenerator
Thank You