Alternative forms of
marketing
communication (new
trends)
Ing. Veronika Kopřivová, Ph.D.
Marketing Communication
1 Alternative forms of marketing communication.
2 Guerilla marketing.
3 Viral marketing.
4 Product placement.
5 Other forms of alternative marketing.
Content
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• Also called as „new trends“.
• Creative, shocking, or surprising advertising that appears on unconventional
surfaces.
• Examples.
1 Alternative forms of marketing communication
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• Refers to the fact that creative teams are no longer tied to a limited palette
of surfaces.
• ATM machines, street graphics and stickers, exercise equipment, coffee
cups, ...
Alternative forms of marketing communication
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• Exposure.
• Engaging.
• Interactive.
• Nonintrusive.
• Distinctive.
• Creative.
• Niche markets.
Ambient media benefit
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• Clutter.
• Ethics.
• Value.
• Duration.
• Mass reach.
• ROI.
Ambient media negatives
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• An unconventional marketing campaign designed to achieve maximum
effect with minimum resources.
• GM is not about money, but about the idea.
• GM during coronavirus outbreak.
2 Guerilla marketing
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• Strike at unexpected place.
• Focus on exactly-selected targets.
• Immediately pull back.
The tactics of guerrilla marketing include
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The message of the GM campaign by Patalas should:
• Clearly indicate who is the broadcaster.
• Include a statement, i.e. inform about the specific benefits.
• Be understandable.
• Entertain.
• Have a direct connection with the offer of products or services.
• Respect the ethical, cultural and religious values and match the performance
capabilities of the company.
• Correspond to the target audience.
• Be credible.
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• Ambient marketing
• Ambush marketing
• Buzzmarketing
• Mosquito marketing
• Sensation marketing
Forms of GM
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• Ambient media = everyday objects.
• Unconventional way.
• The younger age groups.
• Bars, toilets, universities, theatres, etc.
• Humour and fun.
Ambient marketing
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• Form of communication utilizing mass social events to parasite on
competition.
• One firm is the main sponsor of the event, the competitive company
is trying to promote its name for the same event without paying any
sponsorship fees.
Ambush marketing
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• PR activity, which aims to
persuade opinion leaders about
public attitudes to a particular
topic.
• The guerrilla PR, originated
from the name of artificial turf.
• Using means of commercial
communication, posing as a
natural response of customers.
Astroturfing
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• Buzzmarketing attracts the attention
of consumers and the media.
• To cause a stir among the people
and the discussion about the product.
• This form of marketing by word of mouth.
• Coca-cola, Tinder
Buzzmarketing
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• Trying with all the marketing tools to be
annoying for large firms.
• Mainly for small and medium-sized
enterprises.
• The search for competition mistakes and
the subsequent profit from them.
Mosquito marketing
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• It tries to use crazy resources
to produce a large media
response.
Sensation marketing
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• The information recipient may not recognize that this is a promotion.
• Mostly celebrities paid to use the product in public.
• This form is natural for consumers.
• This marketing action remains undetected.
• Discount codes and affiliate marketing & Competitions and giveaways
Undercover (influencer) marketing
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Task 1
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• Which celebrity to use?
Companies/Brands „Available“ Celebrities
1. Kit Kat (chocolate bar) A Tom Cruise (actor)
2. Virgin (airline) B David Beckham (football(soccer player)
3. Reebok C Tiger Woods (golfer)
4. Toyota D Michael Phelps (Olympic swimmer)
5. Madrid (as a holiday destination) E Michael Jordan (basketball player)
6. Revlon cosmetics F Lady Gaga (singer)
7. AT&T (for mobile phones) G Bill Clinton (former American president)
8. KFC (fast food) H Elle McPherson (model)
Task 2
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• Find examples of 2 influencers – one with good and one with bad match
to promoted product/s (for example on social media):
– Who is the influencer?
– What type of product does he/she promote?
– Why is it a good/bad match?
• The placement of a large number of posters at a single concreting place.
• Relatively inexpensive form of GM.
Wild posting
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• Viral marketing refer to marketing techniques that use pre-existing
social networks to produce increases in brand awareness, through
self-replicating viral processes.
• Jägermeister Ice Ball Case Study.
• Advantages: low costs, quick spread of information, high effectivity
of targeting.
• Disadvantages: loss of the information control.
3 Viral marketing
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• Based on the novel idea with great creative potential.
• Vaccination: the choice of media, but also target people who are susceptible
to the viral behaviour.
• Monitoring: the evaluation of the effectiveness of the action.
• Viral campaigns. And another examples.
• WestJet.
Successful viral campaign
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• Forwarding: to spread the message we use e-mail/SMS/social networks.
• Email - Challenge: E-mail contains a link to the page with the option
of sending a message to a friend.
• Call on the Web: a challenge to create an e-mail is directly part of the
presentation.
• Viral web-link: placing a link to an interesting article or discussion.
Viral marketing techniques include
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• Products are placed in movies, music
videos, TV shows, video games etc.
• Quality product placement puts the
product in a positive context.
4 Product placement
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• ET the Extra-Terrestrial.
• Particularly successful, such as the automotive industry, the beverage industry
and high-tech electronics.
• Transformers are full of PP. James Sony Bond.
Product placement
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• There are many „new trends“ and alternative forms of communication.
• We can name a few:
– Green marketing.
– Content marketing.
– Event marketing.
– Neuro marketing.
– Mobile marketing.
5 Other forms of alternative marketing
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• A new field of marketing that studies consumers' sensorimotor,
cognitive, and affective response to marketing stimuli.
• Functional magnetic resonance imaging (fMRI),
electroencephalography (EEG), and/or sensors to learn why consumers
make the decisions they do.
• Neuromarketing will tell the marketer what the consumer reacts to.
Neuromarketing
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• Some nice examples
of neuromarketing
utilization.
Neuromarketing examples
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• The systematic application of marketing along with other concepts
to achieve specific behavioural goals for a social good.
• Social Advertising – drawing attention to actual people´s problems.
• Safe driving.
• Winner of Best Ad 2014.
• Powerful Social Issue Ads That Will Make You Stop And Think.
Social Marketing and Advertising
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Thank you for your attention!☺
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