viral

Viral Marketing: 

Viral Marketing

Traditional Marketing: 

Traditional Marketing Product Place Price Promotion personal selling advertising sales promotion direct marketing public relations & media Process People Physical Environment (Ethics) 1

Mobile Marketing – a new marketing mix tactic: 

Mobile Marketing – a new marketing mix tactic Nokia Point & Find Management Portal Mobile message content management for agencies, brands Point www-camera/phone at objects & find information e.g. movie poster to watch a trailer, get show times, directions , buy tickets scan barcodes & do comparison shopping – save to a wish list. scan 2D barcodes for info e.g. vCard contact information , direct phone to a website, send a SMS or make a phone call. Tag objects around you e.g. restaurants , shops, places & add info. Send user to a web link. Other users then point their camera at your “city tags” to pick up your info& instructions. 2 Very limited tools for targeted campaigns: mass SMSs requiring opt-in, mobile ads via crude ad networks , pricey mobile apps + unproven ROI & limited reach.

Viral and Guerrilla Marketing: 

Viral and Guerrilla Marketing Guerrilla marketing uses unconventional means to promote goods & services includes: publicity stunts, urinal ads, business cards tossed in the air at sports events, DIY roadside billboards, blimps, workplace signs, mouse pads, pens, the good old - sandwich board. Viral marketing aims to persuade initial targets to pass the promotion on to others thru e.g. email, chain letters, funny video clips, chat rooms, forums & blogs in MySpace etc. 3

Guerilla Marketing: 

Guerilla Marketing Alternative, unconventional tactics & media build awareness & interest maximum results from minimal resources. being original, breaking the rules matching wits > matching budgets low cost innovative less clutter less reach 4 But is it mainstream or is it limited to peripheral, niche, small target segment marketing communications only ?

Guerrilla Marketing - more examples: 

Guerrilla Marketing - more examples Reverse Graffiti –( grime writing ) remove dirt from a surface e.g ‘Wash me‘. Urban, no paint. Viral marketing - thru social networks Grassroots marketing - tap into collective efforts of brand enthusiasts Wild Posting Campaigns Buzz marketing - word of mouth, seeding chat & Fan sites & News groups Undercover marketing -- subtle product placement Astroturfing – creating artifical grassroots popularity (often political, PR) Experiential Marketing – connecting audience with a brand thru participation in memorable encounters Tissue-pack marketing 5

Professional & Political Bloggers: 

6 Professional & Political Bloggers FREE Content PAID for Advertisement Goal: find & attract an AUDIENCE, RETAIN ATTENTION Get their PARTICIPATION, build COMMUNITY of INTEREST More participation = More value Dangers ??

Guerrilla Marketing Commandments: 

Guerrilla Marketing Commandments Know your market …. who your customers are, how they think & where they go. Keep your name in front of their in-house list. Work with the press. Educate the market. Put e-marketing to work for you. Do the Web right. Get a prime spot on www-search engines. Postcards supplement existing marketing program & are stress-free. Give talks & presentations at industry meetings & conferences. Network, network, network. http://www.graphic-design.com/DTG/Design/guerrilla_marketing_design.html 7

Guerilla Marketing: 

Guerilla Marketing Blair Witch Project Driver 2 video game Toyota Scion 8

Viral Marketing: 

Viral Marketing Dancing Baby Top10 viral marketing campaigns Top 10 viral marketing videos Marketing tactics that encourage people to pass along a marketing message. 9 Making Evian Babies

Viral Marketing – arguments for: 

Viral Marketing – arguments for effortless transfer to others scale-able - small to large triggers common motivations & behaviours uses existing communication & social networks the resources of others give away products/services, incentives e.g. vouchers don't consider the “referral” as an “opt-in” personalize the referral email or sms track & analyze results promote friendly referrals continually 10

Stealth (undercover) Marketing: 

Stealth (undercover) Marketing some companies ( Red Bull Sony ) have used stealth marketing, on-line & off-line, to generate a product “buzz” customers do not realise they are being marketed to e.g. Actors pose as liking & recommending a product on www-forums or in shopping malls. They use a product & interact with unwitting shoppers. Sony Ericsson used "fake tourists" to promote a new mobile. Sixty actors in 10 US cities asked bystanders to take their photo & talked about the mobile Does this erode trust ? What its real & what isn't ? inherent deception & intrusion... not just charm or persuasion Failure to disclose the relationship between marketer & consumer Yet there is “deception” in most advertising. People are aware that TV cars look slicker than in real lifes . 11

Guerrilla Marketing – the power to generate Word-of-Mouth: 

Clutter Clutter Guerrilla Marketing – the power to generate Word-of-Mouth resonates with consumers breaks thru clutter Unique Intrusive Unexpected Clutter 12 Problems ?

Pass-Along increases the importance Word-of-Mouth: 

Pass-Along increases the importance Word-of-Mouth When a friend tells you about a site (points you to) with maybe an incentive , how many other people are you likely to pass the information on to? No one: 8% 1 Person: 12% 2-3 People: 49% 4-6 : 20% 7-9 : 4% 10+ : 7% 69% of consumers tell between 2 & 6 others 13 Source & reliability of data ?

Guerrilla Marketing tactics: 

Guerrilla Marketing tactics What types of guerrilla marketing are you using? Viral Marketing Alternative Outdoor Off-line Sampling Man-on-the-Street Seeding Chat Sites Other 6% 23% 31% 40% 46% 80% Seeding News Sites Seeding Fan Sites 23% 14% 14 Beware – what is the source of these statistics?

Guerrilla Marketing: Targeting & Product/Service Categories : 

Guerrilla Marketing: Targeting & Product/Service Categories Non-Targeted Highly Targeted Non-Youth Targeted Youth Targeted Non-Entertainment- Focused Entertainment- Focused No Time Sensitivity Time Sensitivity Low Allocation Level Mid Allocation Level High Allocation Level 15

Slide 16: 

Food Marketing

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Viral example: YouTube: 

23 Viral example: YouTube Customers participate by distributing the ads http://www.youtube.com/watch?v=zBu5dL4QCnY

example: Amazon: 

24 example: Amazon user generated content reviews & ratings buying patterns “People who bought this book also bought…” online Bookstore or Online Community? Web 2 …more participation = more value

Sample Examination Question: 

Sample Examination Question Compare the purposes and tactics of guerrilla and viral marketing with more traditional marketing promotion efforts. How might earth-moving equipment, hotel or personal care product companies make relevant use of guerrilla and viral tactics in their overall marketing strategy and what problems may be encountered in doing so? 25