1-21

Promotional Promotional Techniques & Techniques &

Marketing Marketing Strategies Strategies

Which technique will you use for your Group Project?

2-21

A few things to A few things to know. . . know. . .

What are the top reasons people watch and remember promotional techniques?

Superbowl 2010 http://www.bing.com/videos/search?q=superbo

wl+commercials+2010&qpvt=superbowl+commercials+2010&FORM=VDRE#

3-21

Techniques & Techniques & Strategies OutlineStrategies Outline

Raising awareness Lifestyle Marketing Event Marketing & Sponsorship Guerrilla Marketing

Influencing behavior Incentives and Loyal Marketing Cause Marketing Social Marketing

4-21

Lifestyle MarketingLifestyle Marketing

Directed towards the potential clientele with a lifestyle message

Aiming at individual differences in how people live, work and play

E.g., narrowly focused magazines, bridal registry, the “cool market”, Drinks

E-trade commercial (30 sec) http://www.superbowl-commercials.org/765.html

5-21

Event MarketingEvent Marketing

Creating and supporting events to access participants

E.g., art exhibits, zoos, concerts, golf tournament

6-21

SponsorshipSponsorship

Exclusive rights of products and services in specific venues

E.g., VISA card at the Olympics

“Municipal marketing” Links products/services to desirable

locations E.g., Speedo on the beaches of L.A.,

7-21

Guerrilla MarketingGuerrilla Marketing

To seize the attention of the marketplace with a shocking strategy

E.g., Benetton’s and Calvin Klein’s ads, using look-alike priority mail, Santa Claus doing aerobics

Doritos (30 sec) http://www.superbowl-commercials.org/594.html

8-21

IncentivesIncentives

To influence consumer purchasing behavior

Giveaways, coupons, price discounts

E.g., early bird dinner discounts, complimentary T-shirts for the first 100 people registering Justin Timberlake (1.2 min)

http://www.retro-commercials.com/2009/04/justin-timberlake-superbowl-pepsi-commercial-magnetic

9-21

Loyalty MarketingLoyalty Marketing

To influence consumer purchasing behavior

5 times more expensive to attract a new customer than to retain a current one

E.g., frequent customer cards, AAdvantage frequent-flier program

T-mobile (1min 30 sec)http://www.youtube.com/watch?v=RMvSBsJ3XUY

10-21

Loyal Marketing IILoyal Marketing II

Lifetime revenue The amount a loyal customer will spend on a

product/service in his/her lifetime E.g., a pizza chain calculated $8000

Share of customer The percentage of business received from a

particular customer E.g., business traveler takes 10 flights a

year, 3 flights with AA = 30% AA’s share of customer

11-21

Cause MarketingCause Marketing

To influence consumer purchasing behavior

“Strategic philanthropy”

E.g., a hair-care products company donated money to save rain forests based on percentage of purchases

Audi Green Police - (1.1min) http://www.youtube.com/watch?

v=Wq58zS4_jvM

12-21

Social MarketingSocial Marketing

To change people’s behavior related to a social issue (e.g., smoking, drinking, physical activity)

To improve individual and social welfare

E.g., Active Living Healthy Lifestyles

Parents.com Drug ad http://www.youtube.com/watch?v=mu993iMUrtQ

13-21

Techniques & Techniques & Strategies OutlineStrategies Outline

Creating Relationships Information Marketing Affiliation or Associative Marketing Interactive Marketing

Making the Most of Resources Ambush Marketing Real Marketing 3Cs Marketing

14-21

Information Information MarketingMarketing

Concept maintains that value is created when information creates special meaning for the customers and enhances the purchase.

Ex. Infomercials and Personalized news letters

15-21

Affiliation or Affiliation or Associative Associative MarketingMarketing

Belonging, part of something bigger or more important than him/herself.

Affiliation plays on individuals need to feel as if they belong

Associative addresses similar need enabling people to associate themselves with something or someone of importance to them. EX: MTSU’s “I am one” campaign! Minnesota Vikings (38 sec)

http://www.youtube.com/watch?v=7Oams5mNvfQ

16-21

Interactive Interactive MarketingMarketing

Integrating technology options with overall marketing plans.

Ex: home shopping, infomercials, cds, internet, virtual reality.

17-21

Ambush MarketingAmbush Marketing

Ambush marketing-getting your message across w/o spending a lot of $$ (Nike, Starbucks)

High-profile marketing efforts can result in substantial financial outlays for large corporations.

18-21

Real-time MarketingReal-time Marketing

About time, place and the individual participant.

Is what works for the consumer.

Ex: ATM, 24 hr stores, pay-per-view, DVR, personalize greeting cards

DVR (32 sec) http://www.youtube.com/watch?v=D03ZLePhoLA

19-21

3Cs Marketing3Cs Marketing

Include techniques of co-marketing, cross promotion and combination marketing.

Co-marketing – a partnership relationship that is a definite win-win for all parties involved whether there are 2 or 20. Cherios and pampers (30 sec)

http://www.youtube.com/watch?v=3McLvf-_rdI

20-21

Cross promotional efforts - can sharing the costs associated with marketing and promotion.

Combination marketing – takes one or more marketing strategies and combines them to create an effort that gets attention, influences behavior, or creates a relationship. A true “making the most” strategy.

21-21

Learning into action:Learning into action:What What

Technique/Strategy?Technique/Strategy?

Name: product/service (if relevant), target market, promotion strategy, and venue

1. http://www.superbowl-commercials.org/632.html

2. http://www.youtube.com/watch?v=kQsNs8SWCkU&feature=related