Traditional MASS MEDIA faces many challenges. Although advertizers are non ready to abandon traditional media alternate signifiers of media and selling arises. This alternate selling will be discussed in this chapter.
II. ALTERNATIVE Selling PROGRAMS
In developing Alternate Selling Programs it requires creativeness and imaginativeness. Sellers seek to place new topographic points where a consumer’s way intersects with a brand’s presence. or make a new intersection point. Selling professionals look for more advanced ways to make mark audience. From alternate selling plans. eye-catching selling messages can be developed and houses can supplement or replace aggregate media publicizing with more targeted options.
III. FORMS OF ALTERNATIVE Selling
a. Buzz Selling
b. Guerilla Selling
c. Lifestyle Selling
d. Experiential Marketing
e. Product Placement and Brand Entertainment
IV. BUZZ Selling
The most common signifier of Alternate Marketing is Buzz Marketing. It is normally known as Word – of – Mouth Marketing. One of the fastest-growing countries in Alternative Marketing It fundamentally emphasizes on consumers go throughing along information about a merchandise they used or have been utilizing.
V. TYPES OF BUZZ Selling
a. Consumers who like a trade name. Consumers like a trade name and Tell others. Disseminates information by word-of-mouth. electronic mails. web logs etc.
B. Sponsored Consumers.
Companies sponsor persons as agents or advocators to present new
Brand Ambassadors or client revivalists – typically persons who already like the merchandises. Companies offers wagess and inducements as exchange of their protagonisms.
House Parties – are being host by Brand Ambassadors. House parties are being used to present new merchandises to specific group of people or mark market of the merchandise. c. Company Employees
Companies should follow guidelines in order to utilize their company employees as portion of their Buzz Marketing. The undermentioned guidelines are: •Honesty of Relationship – be honest about the relationship between consumers. advocators and sellers. •Honesty of Opinion – be honest in showing sentiments about the trade name. both good and bad. •Honesty of Identity – place candidly who you are.
VI. BUZZ Selling STAGES
Buzz Marketing spreads like a virus. Following phases have been observed in the spread of information in bombilation selling.
oThe merchandise is introduced
oThe merchandise is used by a few pioneers or trendsetters
oWidespread of the merchandise occurs
VII. BUZZ Selling Condition
•Product must be UNIQUE. NEW or SUPERIOR
•BRAND must Stand OUT
•Advertising should be:
•Consumer engagement with the trade name
VIII. WHY BUZZ Selling WORKS?
Buzz Marketing frequently works because of two grounds:
•People frequently Trust person else’s sentiment more than paid advertisement. •People like to render their sentiments.
IX. STEALTH Selling
A particular signifier of selling
Uses Furtive patterns to present a merchandise to persons or fails to unwrap or uncover the true relationship with the trade name. Stealth Marketing thrives the on-line universe. A most celebrated illustration of Stealth Marketing is the viral YouTube picture “BRIDE MASSIVE HAIR WIG OUT” . X. GUERILLA Selling
Guerrila Marketing is designed to obtain instant consequences utilizing limited resources. It is developed by marketing guru Jay Conrad Levinson. It has been one of the most successful alternate media selling plans. Tacticss rely on creativeness. quality relationships and the willingness to seek unusual attacks. Eleven. TRADITIONAL vs. GUERILLA Selling
•Geared to big concerns with large budgets
•Results measured by gross revenues
•Based on experience and guessing
•Increases production and diverseness
•Grows by adding clients
•Obliterates the competition
•Aims messages at big groups
•Uses marketing to bring forth gross revenues
•“Me Marketing” that looks at “My” Company
•Requires energy and imaginativeness
•Geared to little concerns and large dreams
•Results measured by net incomes
•Based on psychological science and human behaviour
•Grows through bing clients and referrals
•Cooperates with other concerns
•Aims messages at persons and little groups
•Uses marketing addition client consent
•“You Marketing” that looks at how can we assist “You”
Twelve. REASONS FOR USING GUERILLA Selling
•To happen a new manner to pass on with consumers
•To interact with consumers
•To make advertisement accessible to consumers
•To impact a topographic point market
•To create bombilation
•To build relationships with consumers
Thirteen. LIFESTYLE Selling
Lifestyle Marketing involves placing marketing methods associated with the avocations and amusement locales of the mark audience. Lifestyle Marketing Includes reaching consumers at topographic points such as farmer’s markets. blue grass festivals and other topographic points where big concentrations of possible clients are found. Fourteen. EXPERIENTIAL Selling
Experiential Marketing combines direct selling. field selling and gross revenues publicities into a individual consumer experience. Typically involves direct selling through synergistic agencies such as particular events and free samples. Fifteen. STEPS TO INCREASE PROBABILITY OF SUCCESFUL EXPERIENTIAL Selling
•Step 1: Choose a clear. concise market section to aim. •Step 2: Identify the right clip and topographic point to better consumers with the trade name. •Step 3: Make sure the experience reveals clearly the brand’s promise and represents the trade name good to consumers. Sixteen. PRODUCT PLACEMENTS and BRANDED ENTERTAINMENT
PRODUCT PLACEMENTS is the planned interpolation of a trade name or merchandise into a film. telecasting show. or plan in some other medium with the intent of act uponing viewing audiences. BRANDED ENTERTAINMENT is the integrating of amusement and advertisement by implanting trade names into the plot line of a film. telecasting show or other amusement medium.
Seventeen. Cardinal FACTORS INFLUENCING EFFECTIVENESS OF PRODUCT PLACEMENT & A ; BRANDED ENTERTAINMENT
•Supporting promotional activities
•Consumer attitudes towards arrangements
Eighteen. ALTERNATIVE MEDIA VENUES
•Street and Mall Kiosk
Nineteen. IN-STORE Selling
Gross saless publicity at a retailer’s location. with bundled offers. expert advice. merchandise presentations. merchandise samples. particular price reductions. etc. It is besides called in-store publicity. POINT-OF-PURCHASE ( POP )
•One of the most of import constituents of in-store selling.
•Includes any signifier of particular show that advertises ware. EFFECTIVE POP DISPLAYS
•Integrate the brand’s image into the show.
•Integrate the show with current advertisement and publicities
•Make the show dramatic to acquire attending
•Keep the colour of the show down so the merchandise and signage stand out.
•Make the show versatile so it can be easy adapted by retail merchants
•Make the show reclaimable and easy to piece
•Make the show easy to stock
•Customize show to suit retailer’s shop.
Twenty. BRAND COMMUNITIES
Brand Communities is the ultimate presentation of trade name trueness and trade name devotedness. A symbolic significance behind the trade name links persons to the trade name community and other proprietors of the trade name. REASONS BRAND COMMUNITIES FORM
•Affirmation of the purchasing determination
•Social Identity and Bonding
•Swap advice and supply aid to others.
•Feedback and new thoughts.
WAYS TO ENHANCE A BRAND COMMUNITY SPIRIT
•Create member benefits to promote new clients to fall in a group.
•Provide stuffs to the group that are non available anyplace else.
•Involve house representatives in the group.
•Sponsor particular events and regular meetings.
•Promote communications among members of the group.
•Build a strong trade name repute