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
e.Product Placement and Brand Entertainment
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.
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 employees as part of their Buzz Marketing. The following guidelines are: •Honesty of Relationship – be honest about the relationship between consumers, advocates and marketers. •Honesty of Opinion – be honest in presenting opinions about the brand, both good and bad. •Honesty of Identity – identify honestly who you are.
VI.BUZZ MARKETING STAGES
Buzz Marketing spreads like a virus. Following stages have been observed in the spread of information in buzz marketing. •INOCULATION
oThe product is introduced
oThe product is used by a few innovators or trendsetters
oWidespread of the product occurs
VII.BUZZ MARKETING PRECONDITIONS
•Product must be UNIQUE, NEW or SUPERIOR
•BRAND must STAND OUT
•Advertising should be:
•Consumer involvement with the brand
VIII.WHY BUZZ MARKETING WORKS?
Buzz Marketing often works because of two reasons:
•People often Trust someone else’s opinion more than paid advertising. •People like to render their opinions.
A special form of marketing
Uses Surreptitious practices to introduce a product to individuals or fails to disclose or reveal the true relationship with the brand. Stealth Marketing thrives the online world.
A most famous example of Stealth Marketing is the viral YouTube video “BRIDE MASSIVE HAIR WIG OUT”. X.GUERILLA MARKETING
Guerrila Marketing is designed to obtain instant results using limited resources. It is developed by marketing guru Jay Conrad Levinson. It has been one of the most successful alternative media marketing programs. Tactics rely on creativity, quality relationships and the willingness to try unusual approaches. XI.TRADITIONAL vs. GUERILLA MARKETING
•Geared to large businesses with big budgets
•Results measured by sales
•Based on experience and guesswork
•Increases production and diversity
•Grows by adding customers