Conventional Marketing

Unconventional
Marketing

Presented By:
Rohit Kaw

Conventional Marketing
Works within the domain of Ps and Cs Also known as Traditional Marketing

Important for long term sustainability of a company.

Big Strategy

Test With
Customers

Adjust
Promotion

Measure
New Big
Strategy

A Story to tell....
I'm a little intoxicated, not gonna lie. So what if it's not even 10 p.m. and it's a Tuesday night? What? The Kirkland [dorm] Facemash is open on my desktop and some of these people have pretty horrendous Facemash pics. I almost want to put some of these faces next to pictures of farm animals and have people vote on which is more attractive. 9:48 pm

Yea, it's on. I'm not exactly sure how the farm animals are going to fit into this whole thing (you can't really ever be sure with farm animals...), but I like the idea of comparing two people together. 11:09 pm

Let the hacking begin. 12:58 am

Unconventional Marketing
Defies the Ps and Cs of Marketing. Out of the Box thinking. Often with a short term objective.

Ambush Marketing
Ambush marketing is unauthorized association of business with the marketing of an event. i.e. without paying for marketing rights

Term first coined by marketing expert Jerry Welsh at American Express

It is also called Parasitic Marketing

Types of Ambush Marketing

Sponsoring the broadcast of the event
Sponsor subcategories within the event and exploit this investment aggressively

Ambush Marketing

Direct
Indirect

Purchasing advertising time around relays of the competitors event Engaging in major non-sponsorship promotions to coincide with event Engaging in major non-sponsorship promotions

Examples of Ambush Marketing

Examples of Ambush Marketing

Examples of Ambush Marketing

Notable Events for Ambush Marketing

In 1996, Coke paid a fortune for the official sponsor of the Cricket World Cup

Pepsi countered with the advertising slogan Nothing Official About It

The Pepsi campaign captured public imagination & Coke being the official sponsor, lost out.

Notable Events for Ambush Marketing

Notable Events for Ambush Marketing

In 2006, Budweiser was sponsor of FIFA World Cup official

Bavaria Brewery provided orange lederhosen to their fans attending games

Fans attracted enormous media attention by disrobing and watching the game in their underwear.

Ambush Marketing at its best

The Essentials of Ambush Marketing

Catch your competitor unawares
Creativity Rope in the Players Capture media time Dont play against the law. Play with it

Masters of Ambush Marketing

Pepsi at FIFA football world cup, 2002 Millions of dollars were spent by COCA COLA Pepsi once again used the star power of top footballers An innovative idea of a match between the football stars and sumo wrestlers The prize for the winner being PEPSI The real winner was PEPSI

Bavaria employed Ambush Marketing

Bavaria handed out hundreds of tight fitting orange dresses to female fans Received a lot of camera attention which helped in promoting the beer By ejecting the women from the stadium FIFA actually gave the media attention that it wanted It was a brilliant marketing strategy for the company

CONCLUSION

HUL's last-minute surprise foxes P&G

The story starts on July 23

Mumbai woke up to hoardings that screamed: A Mystery Shampoo!! 80% women say is better than anything else

HUL saw an opportunity to score a point & ambushed P&G

Mumbai woke up to another hoarding it said There is no mystery. Dove is the No.1 shampoo

It was quick and it was smart

Its something the Indian advertising landscape hasnt seen enough of

ADVANTAGES
Advantage of a major event to increase brand awareness while not spending the money to be a sponsor

When there is an increase in competition the prices go down

DISADVANTAGES
It decreases the commercial value of the event It may adversely effect the funding It creates unhealthy of the event as it competitive will be beneficial environment. for the company to be an ambusher

Guerrilla Strategies
Term was coined by Jay Conrad Levinson

Unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget

95 screens and 26488 seats across 12 cities in India Unconventional marketing intended to get maximum results from minimal resources

Consumers are targeted in unexpected places, which can make the idea that's makes marketed memorable, generate buzz, and even spread virally

Unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources

Involves being original, breaking the rules, and looking for alternatives to traditional marketing methods

Create a unique advertising designed in decisive way that the target audience is left unaware they have been advertised to, while leaving the desired impression of the product

Diverse Approaches
HIGH IN THE SKY: Maximum Visibility

DOWN ON THE GROUND: In a big city got to stay on your toes and another great way to grab pedestrian attention.

Principle
Human Psychology

Be Creative

Smaller Target Audience

Technology

Current

Use

New Relation Genesis

A D V A N T A G E

Guerilla marketing is cheaper. Involves networking, both with your customers and with other businesses. Involves more of intellectual power rather than money power. Engage in unusual activities. Enhances bottom-line

D I S A D A N T A G E

Guerilla marketing works ,but it is not completely safe. It requires a greater level of dedication and energy than Conventional mktg. If you are looking for a quick fix, guerilla marketing is not your solution. Most of them ends up with a legal action.

Examples

Examples

Attack On AT&T
DISCOUNTED RATES
DIRECT MAILERS

DIAL & SAVE

TARGET AUDIENCE

Social Media Marketing

Social Media Marketing

Social
Relating to human society and its members; of and pertaining to the life, welfare and relations of human beings in a community

Media
The storage and
transmission tools used to accumulate and distribute information, or data

Marketing
Process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others

Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.

Its All about.

Generate online conversation Draw attention

Encourage to share with their social networks

Home Users
98 % users for product research. 85% of college students on

B2B
89 % decision makers use Internet

for research.
96 % decision makers use Google for their search queries. 40 % decision makers regularly use online communities

Facebook are active.

19 % users check discussion forums. 41% users read blogs. 91% users are likely to buy on recommendations.

Social Networks

Blogs

Podcast

Video Sharing

User Reviews

Wikis

Rating System

Collaborative Ranking

Rudiments Of Social Media Marketing

Social Is Not Just About Advertising.

Its Its Its About About About Conversations! People! CRM! Its About Marketing!

Online Supports Offline

VIRAL MARKETING

Viral Marketing
Viral marketing is a form of promotion based on the free circulation of ideas via a Word of Mouse process.
Now what is Word of Mouse We know about Word of Mouth

Word of Mouth
Lets see Word of Mouse

Word of Mouse

How this Virus Spreads

How this Virus Spreads

4 8 2

1 1 1
10 10 10

2,62,144 13,42,17,128 512

Why Viral is so Fascinating

From a marketing standpoint, "going viral" is fascinating for a number of reasons:
Distribution

Cost

Viral
Awareness

Reach

Going Viral on You Tube

Creating a video is easy, and posting on YouTube is free.

Homemade is just fine.

Preferable shorter video.

Make your description clear and specific

Going Viral on You Tube

Dont attempt fake customer insertions. Try a series of similar videos to build interest.
Consider inviting your customer communities to submit video.

Make sure bloggers know about the video.

Notable Examples of Viral Marketing

Multi-Level Marketing Amway Old Spice launched the fastest growing online viral video campaign ever
6.7 million views in 24 hours. 23 million views in 36 hours.

Will it Blend Campaign on YouTube.