ppt_10 - 10 Alternative Marketing Chapter Overview...

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RETL369 13-1 Alternative Marketing Traditional media faces challenges Alternative methods have emerged Buzz marketing Guerilla marketing Product placement Branded entertainment Lifestyle marketing Alternative media In-store marketing Brand communities 10 Chapter Overview
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Alternative Marketing Programs Traditional media faces many challenges with clutter and declining attention. The goal is to reach consumers in unexpected ways or in everyday life situations that resonate with consumers and where there is less competition for attention. Alternative marketing requires creativity and imagination Identify intersect paths – brand presence RETL369 13-2
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Alternative Marketing Programs Buzz marketing Guerilla marketing Lifestyle marketing Experiential marketing Product placement Branded entertainment Brand presence in Second Life RETL369 13-3
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Buzz Marketing Word-of-mouth marketing Consumers passing along information about a product Higher credibility Fastest growing –$1 billion annually Methods of generating buzz Consumers who like a brand Sponsored consumers Company or agency generated buzz RETL369 13-4
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Consumers Who Like a Brand Ideal ambassador Buzz spread In person Internet Chat rooms Blogs E-mails RETL369 13-5
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Sponsored Consumers Sponsor individuals as agents or advocates to introduce new products Typically individuals who already like brand Offer incentives in exchange for advocacy Selection based on Devotion to brand Size of social circles Expected to delivery messages Grassroots efforts to promote the brand/product Low-cost marketing events Online social networks Key - Honest genuine beliefs RETL369 13-6
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Brand Ambassadors Sony GPS Camera 25 ambassadors Cheryl Gillet Procter & Gamble Justin Breton 100 college ambassadors Variety of P & G products Created own marketing plans Earnings up to $2,500 per semester RETL369 13-7
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House Parties Nestle Purina Spent $50,000 on 1,000 house parties Chef Michael‟s Canine Creations Household Incomes greater than $60,000 Pamper pets Pepsi Launch Sierra Mist Ruby Splash Grow Marketing Drinks delivered to 300 parties RETL369 13-8
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Company Employees Employees posing as customers High risk approach Three principles to follow for any type of buzz marketing campaign by Word of Mouth Marketing Association (WOMMA) Honesty of relationship Honesty of opinion Honesty of identity RETL369 13-9
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Buzz Marketing Stages Buzz marketing difficult during inoculation stage Must use brand ambassadors or customer evangelists True customer-generated buzz occurs after awareness Awareness generated through traditional advertising Inoculation Incubation Infection RETL369 13-10
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This note was uploaded on 12/13/2011 for the course RETL 369 taught by Professor Dr.kim during the Fall '10 term at South Carolina.

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ppt_10 - 10 Alternative Marketing Chapter Overview...

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