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ALTERNATIVE COMMUNICATION STRATEGIESAmbient, street e guerrilla marketing
Tesi di laurea diIsabella Testori
Editoria e comunicazione multimediale
Relatore: Prof. Mario Dossoni
Correlatore:Prof.ssa Federica Da Milano
Anno accademico 2009/2010
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Definition of alternative strategies
How are they organized?
Agencies that organize them: «Mirata s.r.l.»
Examples of activities of ambient, street e guerrilla
marketing
Changes in the modern companies: post-modern
marketing
Alternative communication strategies
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Experience of stage at the communicationagency
…. Design Alternative communication strategies
aimed at catching the target in places and times when its
advertising awareness is low, by choosing to achieve
high-quality contacts which can leave a lasting and
positive brand memory ….
“
”
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How are they organized?
Agencies that organize them: «Mirata s.r.l.»
Examples of activities of ambient, street e guerrilla
marketing
Changes in the modern companies: post-modern
marketing
Alternative communication strategies
Definition of alternative strategies
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Advertising Strategies
Above the line
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Below the line
Advertising Strategies
Alternative communication strategies
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Alternative communication strategies
Ambient marketing
Use the environment as media: shops, elevators, bathrooms, schools, fitness clubs
The target is «taken by surprise» in a place where he has gone for different reasons then those usually used for
advertising
Both indoor and outdoor
Materials: corner with hostess, distributing leaflets, gadgets and samples
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Alternative communication strategies
Street marketing
Use the street and urban furniture as media
Contact the target in the streets with activity of
sampling, traffic line when advertising
awareness is low
Curiosity, wonder, newsworthiness
Draw road maps
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Alternative communication strategies
Guerrilla marketing
Low cost, using aggressive and creative tools that
play on the target’s psychological mechanisms and
imagery
The goal is to create great visibility of both the brand
and the specific product
Conventional way of achieving objectives through
unconventional methods
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Definition of alternative strategies
Agencies that organize them: «Mirata s.r.l.»
Examples of activities of ambient, street e guerrilla
marketing
Changes in the modern companies: post-modern
marketing
Alternative communication strategies
How are they organized?
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Alternative communication strategies
1. Design and definition
2. Selection of personal and resources
3. Organization and logistics
4. Briefing and staff training
5. Execution and supervision
6. Closing with report
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Alternative communication strategies
1. Design and definition
Communication Aim
Objectives
Choice of place and modality
Times
Choice of staff
Support tools
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Alternative communication strategies
On line or in person casting of
fitters, promoters, hostesses and
trasporters
Materials for the activities
2. Selection of personal and resources
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Alternative communication strategies
Rental location
Shipping materials
Municipal authorization
Control of weather conditions
3. Organization and logistics
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Alternative communication strategies
Train the staff on:
company philosophy, product
features, mechanics of the
activity and how to behave in every
occasion
4. Briefing and staff training
Professionalism, puntualicty, relevance to
the activities
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Alternative communication strategies
Problem solving
Telephone and on the spot
control
5. Execution and supervision
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Alternative communication strategies
Withdrawal of materials
Final Report: distributed material
Number and age of contacts
Inconveniences
Target Feedback
6. Closuring with report
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Definition of alternative strategies
How are they organized?
Examples of activities of ambient, street e guerrilla
marketing
Changes in the modern companies: post-modern
marketing
Alternative communication strategies
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Agencies that organize them: «Mirata s.r.l.»
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2. How it works
Alternative communication strategies
3. Circuits
4. Study of the target and related circuits where to operate
5. Fitness club: “Mirata” privileged circuit
1. Structure
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Alternative communication strategies
1. Structure
Staff of 30 people with
business contacts across Italy
Account: dealing about the
commercial part
Account executive:Dealing about the operational
part
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It designs and implements the
entire process of communication:
from creative concept to
Operational execution to
monitoring and analysis of
results
2. How it works
Alternative communication strategies
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Alternative communication strategies
3. Circuits
Operations of ambient
marketing
The points of strenght are:
maximization of contacts
optimization of costs
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Alternative communication strategy
4. Study of the target and related circuits where to operate
Target Sports
58% w 42 % m
14/24: 30%
25/34: 30%
35/45: 15%
Over 45: 25%
High purchasing power
12,000 contacts/ 2 weeks
Target Business50% w 50% m
20/60 years
Decision makers
Manager
Business man/woman
Target R.A.60% w 40% m
25/60 years
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Alternative communication strategies
4. Study of the target and related circuits where to operate
Target Student54% w 46% m
10/25 years old
230,000 contacts/4 weeks
Target Family50% w 50% m
5000 contacts/week and
Target Urban20/35 years oldTrendy young
people are aware of innovations
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5. Fitness club: “Mirata” privileged circuit
Alternative communication strategy
Dynamic people open to
innovation, figure and
health
Medium- high income
(ready to invest between 500€ and
1.2000€ for subscription)
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5. Fitness club: “Mirata” privileged circuit
Alternative communication strategy
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Definition of alternative strategies
How are they organized?
Agencies that organize them: «Mirata s.r.l.»
Changes in the modern companies: post-modern
marketing
Alternative communication strategies
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Examples of activities of ambient, street e guerrilla
marketing
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Alternative communication strategies
1. Proposal
2. Objectives
3. Structure of activity
4. Mechanich of activity
5. Communication materials
6. Numbers
7. Guaranteed services
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Alternative communication strategies
1. ProposalAMBIENT f.c. / STREET
Milano, TorinoBologna, Roma, Napoli
Costs: personnel, equipment, materials, logistics
Contacts: 45.000 x 2 w.e. x f.c.
Materials: 50 t-shirts, 50 corners, 45.000 sampling, 300 dispensers
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Alternative communication strategies
2. ObjectivesAMBIENT f.c./STREET
Present new mouthwash
Generate trial product
Encourage purchases
Give a young and dynamic brand image
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3. Structure of activityAMBIENT f.c./STREET
Alternative communication strategies
Location: Milano, Torino, Bologna, Roma, Napoli
Circuits: Fitness Club, offices, shopping streets, bars, metro
Periods: 12 oct./12 nov. street, 13/ 20 dec. ambient
Working days: 20 days street, 100 days (2x 50 fc) ambient
Lunch break: offices
Afternoon: shopping streets
Evening: metro, happy hour
Contact team: 1 h x fc ambient, team 6 h street
Modality: Dressing room: dispenser
Reception: activity of argued sampling
Street domination
Materials: dispensers, corners, personalized clothing , samples,
promotrolleys, shoppers
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Alternative communication strategies
4. Mecanichal of activityAMBIENT
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Alternative communication strategies
4. Mecanichal of activitySTREET
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Alternative communication strategies
5. Materials of communicationAMBIENT f.c./STREET
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Alternative communication strategies
6. Numbers:45.000 ambient contact
120.000 street
7. Guaranteed services:
Brief by «Mirata»
Photos, videos
Telephone and on the spot
control
Refill of dispensers
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Alternative communication strategies
1. Objectives
2. Structure and mechanics of activity
3. Communication materials
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Alternative communication strategies
1. Objectives
GUERRILLA
Create great visibility to the brand and product category
Spring interest and amazement in the target
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2. Structure and mechanics of activityGUERRILLA
Alternative communication strategies
City: Milano, Torino, Bologna
Location: 6 private car parks a city, for a total of 18
Period: 23/24 october
Days: 2
Type: Guerrilla Parking
Modality: sunshade on the windshield and stop rayon
Contacts: 5000 for sunshade, 4.800 for stop rayon
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Alternative communication strategies
3. Communication materials GUERRILLA
5000 sunshades, 4.800 stop rayon
«sta arrivando l’inverno sicuro di essere pronto?»
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Definition of alternative strategies
How are they organized?
Agencies that organize them: «Mirata s.r.l.»
Examples of activities of ambient, street e guerrilla
marketing
Alternative communication strategies
Changes in the modern companies: post-modern
marketing
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Alternative communication strategies
Aware of their rights and their power
of choice, alert,
informed, critical, thanks to the
wealth of information that can be
accessed
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Alternative communication strategies
Partecipating in the communication process of the company
Consumption as a representation of self-identity
Need of new stimuli, the classic strategies above the line are no longer effective
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Alternative communication strategies
Purposes are not only economic
Partner instead of target with
reciprocal relationship
Partners co-determine business communication by providing their
feedback
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Post modern marketing:
Power in the hands of the target
Feedback as foundation for communication
Be communication vs Make communication
Share moments of life vs Inculcate life styling
Alternative communication strategies
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Alternative communication strategies
Communication agency:
Act as a bridge between companies and
consumers, by choosing a type of instant
communication,
creating new strategies in order to
be seen in the growing crowd of traditional
media advertising
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Alternative communication strategies
CONCLUSIONS
New strategies aimed at the target of reference in places where he
usually goes
Avoiding dispersion of the message
Limiting costs
Main objectives:
to create a brand awareness,
playing on the wonder of the
target, bored by the other forms of
communication