Alternative Marketing
ALTERNATIVE MARKETING
I. Introduction:
TRADITIONAL MASS MEDIA faces many challenges. Although advertisers are not ready to abandon traditional media alternative forms of media and marketing arises. This alternative marketing will be discussed in this chapter.
II. ALTERNATIVE MARKETING PROGRAMS
In developing Alternative Marketing Programs it requires creativity and imagination. Marketers seek to identify new places where a consumer’s path intersects with a brand’s presence, or create a new intersection point.
Marketing professionals look for more innovative ways to reach target audience.
From alternative marketing programs, attention-getting marketing messages can be developed and firms can supplement or replace mass media advertising with more targeted options.
III. FORMS OF ALTERNATIVE MARKETING
a. Buzz Marketing
b. Guerilla Marketing
c. Lifestyle Marketing
d. Experiential Marketing
e. Product Placement and Brand Entertainment
IV. BUZZ MARKETING
The most common form of Alternative Marketing is Buzz Marketing. It is commonly known as Word – of – Mouth Marketing. One of the fastest-growing areas in Alternative Marketing
It basically emphasizes on consumers passing along information about a product they used or have been using.
V. TYPES OF BUZZ MARKETING
a. Consumers who like a brand .Consumers like a brand and tell others. Disseminates information by word-of-mouth, emails, blogs etc.
b. Sponsored Consumers.
Companies sponsor individuals as agents or advocates to introduce new products.
Brand Ambassadors or customer evangelists – typically individuals who already like the products. Companies offers rewards and incentives as exchange of their advocacies.
House Parties – are being host by Brand Ambassadors. House parties are being used to introduce new products to specific group of people or target market of the product.
c. Company Employees
Companies should follow guidelines in order to use their company
I. Introduction:
TRADITIONAL MASS MEDIA faces many challenges. Although advertisers are not ready to abandon traditional media alternative forms of media and marketing arises. This alternative marketing will be discussed in this chapter.
II. ALTERNATIVE MARKETING PROGRAMS
In developing Alternative Marketing Programs it requires creativity and imagination. Marketers seek to identify new places where a consumer’s path intersects with a brand’s presence, or create a new intersection point.
Marketing professionals look for more innovative ways to reach target audience.
From alternative marketing programs, attention-getting marketing messages can be developed and firms can supplement or replace mass media advertising with more targeted options.
III. FORMS OF ALTERNATIVE MARKETING
a. Buzz Marketing
b. Guerilla Marketing
c. Lifestyle Marketing
d. Experiential Marketing
e. Product Placement and Brand Entertainment
IV. BUZZ MARKETING
The most common form of Alternative Marketing is Buzz Marketing. It is commonly known as Word – of – Mouth Marketing. One of the fastest-growing areas in Alternative Marketing
It basically emphasizes on consumers passing along information about a product they used or have been using.
V. TYPES OF BUZZ MARKETING
a. Consumers who like a brand .Consumers like a brand and tell others. Disseminates information by word-of-mouth, emails, blogs etc.
b. Sponsored Consumers.
Companies sponsor individuals as agents or advocates to introduce new products.
Brand Ambassadors or customer evangelists – typically individuals who already like the products. Companies offers rewards and incentives as exchange of their advocacies.
House Parties – are being host by Brand Ambassadors. House parties are being used to introduce new products to specific group of people or target market of the product.
c. Company Employees
Companies should follow guidelines in order to use their company