The term marketing has evolved with changing times and technology to include more recent forms. The following is a discussion of some of the alternative types of marketing in use today.
Guerilla Marketing: J. Conrad Levinson coined this term in 1984 with his book of the same name, meaning original, unconventional, and inexpensive small-business strategies. Since then, guerilla marketing has expanded to encompass other kinds of unconventional categories, such as viral marketing, buzz marketing, word-of-mouth advertising, and grassroots marketing. The notion is to find creative, surprising ways to get your message to your target market without spending a fortune.
Buzz Marketing: Buzz marketing is another name for word-of-mouth marketing. It can occur naturally (organic buzz marketing) or can be jump-started by the organization (amplified buzz marketing). It is one of the most effective forms of promotion available, because people are sharing their excitement and enthusiasm about a product or service with others who trust and value the advice. By giving your customers an outstanding experience, you are encouraging organic buzz marketing. If you can create amplified buzz marketing, it will boost recognition and marketing still further.
Product Placement/Branded Entertainment: The use of product placement in television, movies, and other scenarios is another good promotional tool. Such positioning reaches consumers on a more subconscious level and doesn’t contain an overt sales pitch. When the movie E.T. hit the theaters, Reese’s Pieces were included as a product placement, and they continue to be associated with the movie decades later. The duration of in-show brand appearances during an average hour of prime-time network television programming was just short of 8 minutes during the fourth quarter of 2008, with an average of almost 14 minutes during unscripted reality programming, and just about 6 minutes per hour during scripted programs. Today, there are firms that focus on locating and negotiating product placements. Two such companies are Creative Entertainment Services (http://acreativegroup.com) and GameShowPlacements.com (for game and cable shows). Depending on your product, it might be worthwhile to pursue placement possibilities.
Lifestyle Marketing: In order to successfully market their brands, companies are striving to align them with consumer needs, interests, desires, and values and to apply lifestyle marketing with knowledge of consumer behavior. This form =of marketing reaches beyond the traditional demographic approaches to engage customers based on how they live.
In-Store Marketing: There are numerous options for carrying out in-store marketing, whether in your own space or in businesses where your product is sold. For example, signage, shelf placement, sampling, and “edutainment” can all play roles. Which ones are best will depend on your marketing strategy.
Samples or demonstrations: Offer samples of your product to potential customers who pass by your business. Or take samples to a high-density location, such as a park or town square. If you are selling a service, consider demonstrating it outdoors or in a mall (get permission first). When you open your business, you can give away samples of your product to encourage potential customers to tell their friends about it. Many large businesses, such as BJ’s Wholesale Club and Sam’s Club, make extensive use of sampling and edutainment to encourage purchases. Edutainment is the combining of education and entertainment to make a more lasting impression on an audience. You might use this method to show the originality of your product and engage the interest of prospective customers.
Point-of-purchase and shelf placement: These opportunities include the complete visual component of your in-store placement, such as packaging, any couponing with shelf placement, and special-display units. By putting products where prospective customers will be drawn to them visually, you are increasing the chances of purchase. Well-designed point-of-purchase materials and custom POP displays can make a huge difference in sales.
Back of receipt marketing: Customers can receive coupons for the current store or for ones that are targeting a similar base.
These are some of the alternative types of marketing that are widely used these days. Learn more marketing tactics at LSBF.
Content Shared By: https://www.youtube.com/user/LSBFLondon