Alternative Media CHAPTER 10 Alternative Media Programs Buzz

Alternative Media CHAPTER 10

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

What’s Happening? �Here it is. Conor �http: //www. youtube. com/watch? v=Lx. Op. PQa. Wexw �Grabs your attention right away!!!!! �http: //www. youtube. com/watch? v=FVp. F 3 LMaer. Q �Escalator Advertising: http: //www. lolanewyork. com/articles/escalatoradvertising--march-10

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

Traditional Media using a different approach

Alternative Media EXAMPLES

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

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

Brand Communities � Ultimate demonstration of brand loyalty and devotion � Usually some kind of symbolic meaning to the customer � Interactions between the brand 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: http: //www. porsche. com/canada/en/eventsandracing/porscheclubs/ Harley Davidson Jeep

F I G U R E 10. 9 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.