Marketing Marketing Plan Anti-Crisis: Alternative Marketing?! To combat the crisis, we are examining the
Penicillin-Marketing , that is to say that we are seeking new ways of presenting the commercial to promote it, distribute it, to make it usable.
To this end, several approaches are available and we have seen in the previous chapter, the sturdy and economic contribution of the Direct Marketing
.
There are other powerful antibiotics that fall within the broad category of unconventional marketing
or alternatives.
are broad spectrum and change profoundly the way we implement the company's mission and product concepts. With
Marketing unconventional mean that set strategies and techniques that exploit innovative methods of communication, different from the classical systems, are able to attract the attention of the public and allow greater effectiveness of the message.
cost, however, quite low and so are ideal when budgets are slim.
One of the fundamental concepts of unconventional marketing
is, among other things, the word
:
It 's the same audience to spread the advertising, because they find it particularly funny, interesting or useful.
The companies would then provide a more effective system to be able to socially engage the consumer marketing needs to understand the languages \u200b\u200bof target and develop new promotional messages.
To achieve effective advertising must be able to be original, enter actively in the social relations of people demonstrating the actual quality of the product and making advertising a form of pleasant entertainment that is compatible with the values \u200b\u200bof the market segment that you want to achieve .
What are the main forms of alternative marketing? Internet Marketing (marketing is still a non-conventional?)
Viral and Buzz Marketing Guerrilla Marketing Product placement
Marketing on the net we will discuss later.
We
hours to alternative marketing ... Councils to develop a truly unconventional marketing? We can get this information to set a more structured and strategic path to recovery: The
Guerrilla Marketing is based on creativity and not always very high cost, but often are lower than other formulas. Certainly not to improvise but campaigns should be coordinated with communications experts and specialized agencies.
The ideas are sometimes trivial, really trivial, but the explosive power
One example:
A dummy ·
unemployed the Lisbon Motor Show, the booth of the Volvo, were installed mannequins (dummies) for the crash-test with signs that read: "search jobs".
An original way to promote the new car, a system that automatically slows the vehicle if the driver does not react in the event of an imminent impact. The result of technological research is that the crash-test dummies are no longer needed, and then they started looking for another job within the fair.
What other car company will take them?
The Guerrilla Marketing is a marketing inexpensive and very effective if managed intelligently and with caution. Of course many of the techniques outlined are extreme and therefore should be adapted and deployed in their own reality.
The questions to implement these new strategies are:
The type of product / market can allow this type of approach, whereas in general the initiatives guerrilla stood on the front rather than B2B B2C?
If the answer is positive, because your product has the style and personality that allows this kind of approach, pass this list of tips:
An effective campaign of guerrilla should be designed and developed as a single integrated action can demonstrate its efficiency on different plans.
Here is a list of 10 points to be checked carefully to set your business
Guerrilla Marketing:
, the activities can affect the public adequately immediately involved?
¨ ne capture attention?
· It is imprinted on the memory?
fourth call to be told and it's easy to tell?
· And most of all: does express the values \u200b\u200bof the product? When it is told will keep the bond with the brand?
• In what way the action may be widespread?
• What are the reasons why the public to tell?
· Through what means will spread? The story calls on word of mouth? It can become viral? This is news?
• They may be produced materials to support this?
· And finally: the link between action and the brand, and especially the brand values, could be dispelled in the process of diffusion? Ambient Street Marketing and
.
consists of using environments, urban objects, monuments, transport, roads and public spaces to promote an event, a product or brand. The technique leads to actions that are implemented via a real interaction, in order to surprise the consumer, have fun with unusual and unexpected actions, reach them at times and places where they least expect.
Ask yourself these questions: ·
E 'unthinkable activate the Street Marketing for your products / services? ·
not imagine having to plan something necessarily innovative and unconventional : you can think of the simple distribution of printed matter to Underground stations, train stations, to the stable presence at sporting events or music that take place in a given territory.
·
Think sampling campaigns (providing samples), the creation of desk, tasting, and the many initiatives that are sympathetic can be arranged with the collaboration of your agents, representatives and shops.
· Suppose you have a clothing store.
The target group are boys and all young people who love to dress trendy without spending "money madness." The shop has to totally change your approach towards the customer because now, the real protagonist is not 'over the dress, but young.
You could organize the photo inside the shop, choosing the models and pictures in relation to the tastes of the youth of that time, but also a catwalk very close to the shop itself, then create a "corner" where invites customers to fill out a form to leave their opinions and criticism of the store (for example, to identify what likes or dislikes or what are the most discourteous orders). And in return for all that you give the gift certificates that, in turn, encourage customers to return and return, and so 'on ...
Stickering . The stickering
guerrilla marketing is a technique widely used because cheap and effective. It consists nell'affiggere huge amounts of small stickers (stickers) featuring the company logo in public places and large crowds. This is also an inexpensive and powerful.
·
Try to imagine how an action of stickering so cute and original Fake Marketing and Stealth Marketing (Marketing and Marketing Imaginary Ghost). The
Fake Marketing stimulates word of mouth among consumers, presenting them with the promotion of a product conceived and proposed taking interesting and curious aspects, such as to gain visibility and trigger the curiosity of users and consumers, while the Stealth Marketing
organizes events, seemingly random, in an indirect way to promote products:
·
Think about whether it is appropriate to use, in an ironic and entertaining approaches to stimulating the curiosity of your customers: the ability are endless, you just wonder about the characteristics of their products, style and temperament, and associated with the underlying concept of your business offer
Ambush Marketing (Marketing in Ambush Ambush or ).
It 's a marketing strategy implementation at media events (usually sports) from companies that seek to gain visibility for its brand and products. And 'cheap and very resonant.
Ask these questions:
? Following
party sponsorship, are more onerous, there are ways to get free or nearly social visibility?
• You can search for very important events, in which the presence of the media is secured to ensure a good return in terms of visibility? Think of something cool and original .
Product Placement.
This is a form of commercial communication consisting of the inclusion of or reference to a product, a service or a brand, in the heart of a preconceived narrative content, be it a feature film or television, a music video, a video game , an entertainment program, being able to integrate with it.
But it could also be a theatrical event in your city, district, close to your store.
Think about it:
· E 'thinkable include explicit references to your product / service?
· Probably there are dozens of opportunities, also easy and pretty cheap, rather than spending more money on television advertising, radio and print media. Take an hour and put down a series of actions to be put in place in the coming weeks to carry out guerrilla campaigns and product placement, appropriate to your trade offer, the market (things change if we are talking the entire nation, province, city or district), the means normally used (television, radio, websites, national press, local magazine)! soon
Antonio Ferrandina
goes in search of the square of the cooperatives in the middle where I knew there was a portrait of Che, when I saw a car that we Wolksvagen does not exist, and thinking aloud, "I mei cust we seen?" A man turns around and Que quiere? Que de necesida? In my English replied Senor De nada, estoy en voz high thinking! Asi said, el pienso debe ser libre! 
