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Alternative Marketing. Chapter 10 Plus. Alternative Marketing Programs. Buzz Marketing Methods of creating a buzz Consumers who like a brand Sponsored consumers. Alternative Marketing Programs. Product Placement Low cost per viewer in most mediums
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Alternative Marketing Chapter 10 Plus
Alternative Marketing Programs • Buzz Marketing • Methods of creating a buzz • Consumers who like a brand • Sponsored consumers
Alternative Marketing Programs • Product Placement • Low cost per viewer in most mediums • Branded Entertainment – embedding brands as part of storylines in some sort of entertainment (Movies, TV programs, etc.). • Lifestyle Marketing • Associated with consumers hobbies and interests • Can be considered an off shoot of event marketing • e.g. Toyota and the band Repulsion • Often occurs at events like stock car races, flea markets, craft and trade shows, festivals, farmers markets, etc.
In-Store Marketing • 70% of purchase decisions made in store • In-store atmospherics • Sight, sound, and scent • Video screens and television monitors • Customize messages, e.g., Wal-Mart with 127 million shoppers per week
Brand Communities • Ultimate demonstration of brand loyalty and devotion • Usually some kind of symbolic meaning to the customer • Interactions between the brand and consumers, as well as shared values and experiences between consumers • Cannot be created by brands itself • Marketing enhances the “community experience” • Examples of brand communities include: • http://www.porsche.com/canada/en/eventsandracing/porscheclubs/ • Harley Davidson • Jeep
Reasons Brand Communities Form F I G U R E 10 . 12 • Affirmation of the buying decision. • Social identity and bond. • Swap stories. • Swap advice and provide help to others. • Feedback and new ideas.