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Event Marketing
Case Study
Unilever wanted to introduce AXE body spray to 18
to 24 year old males in select markets.
Two nightlife events were established at exclusive nightclubs in Boston
and Providence, RI.
The events were pre-promoted within the venues
and through brand ambassadors and street teams. A retail tie-in was established with local CVS outlets and
patrons with proof of purchase were admitted to the venues for free. Those with AXE receipts and flyers had
special VIP access to the venue.
Both clubs filled to capacity and over 700 cans
of 6 AXE fragrances were sampled.
Powerful word of mouth buzz followed for weeks after the event.
Though "Event Marketing" was the central element,
this integrated promotion staged by Moderne Communications included aspects of
Guerilla, Experiential and Buzz Marketing. |
Moderne Communications Inc. is a non-traditional marketing and advertising agency committed to creating effective programs that reach target audiences with the right message, at the right place and time, when they are most likely to engage. For more information, call Leigh Rowan at (516) 594.1100 or (415) 692.1830 or send an email to Leigh@ModerneCommunications.com
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5 Examples of Non-Traditional Marketing
Guerrilla - Typically low budget encounters with consumers
in public places that could include product give-aways, publicity stunts and
other attention-getting actions.
Buzz (Word Of Mouth) - A campaign (using blogs, videos, street events,
etc.) that encourages the consumer-to-consumer spread of information and
opinions relating to a brand.
Event - Festivals, parties, trade shows, concerts,
seminars and other public gatherings used to promote a brand.
Social Networking - While social networks exist in the real world,
marketers are most often focused on social networking websites and blogs like
Facebook, YouTube, My Space, Twitter and thousands of smaller niche sites. These sites rely on users to generate
content (text postings, videos, etc.).
Experiential - Involves direct hands-on consumer interaction
with a product in a personalized way.
(For more information about all forms of non-traditional marketing,
visit the PromoAid site and click the "Categories" tab). |
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| Greetings!
Though non-traditional marketing techniques were first adopted by small and medium sized companies, today they have moved into the mainstream. Many Fortune 500 Companies have supplemented traditional advertising with alternative approaches.
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Back in the days of "Mad Men," the acclaimed TV series about a fictional advertising agency set in the 1960's, marketing was a pretty simple and straightforward proposition. A media mix of national TV and print advertising was all you needed to promote your brand.
Clutter
Much has changed over the intervening decades. Media fragmentation, advertising clutter and changing consumer habits have rendered the old advertising practices incomplete. The rapid integration of interactive digital media (like the Internet) into the media landscape has further altered the old paradigm.
All of these factors have contributed to the rise of alternative, "non-traditional" marketing disciplines. Non-traditional marketing is an umbrella term, generally applied to marketing efforts that don't involve buying media from traditional outlets.
A Broad Range
Non-traditional marketing encompasses a broad range of tactics. There is overlap between some forms of non-traditional marketing and distinct boundaries between one kind and another may be hard to identify (e.g. a viral marketing campaign may employ guerrilla marketing and social network marketing to generate word of mouth). While acknowledging the overlap, we've provided a quick rundown of some of the main types of non-traditional marketing below in the left column.
Most types of non-traditional marketing share three qualities. They: 1) are typically less expensive that traditional media, 2) reach consumers in a less cluttered environment, and 3) engage the consumer in a more direct and interactive way. Marketing companies are increasingly drawn to non-traditional marketing services for those reasons.
That helps to explain why Veronis Suhler Stevenson, a leading private equity firm dedicated the media industries forecasts a 12.6% compound annual growth rate from 2008-2013 for alternative marketing services, while predicting a 3.3% decline for traditional advertising.
As marketers are increasingly turning to non-traditional marketing programs, PromoAid, which helps companies identify and evaluate marketing service vendors, is uniquely positioned to help both marketers and their agencies find the right marketing supplier to plan and execute non-traditional marketing programs.
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More Than Just A Marketing Directory
When is the last time you were 5 minutes into a meeting with a marketing service vendor and wished you hadn't taken the meeting? How about the last time you stared at your caller ID trying to decide whether to answer the call from the unknown supplier, worried that you may waste 10 minutes you don't have? Or even worse, miss an opportunity to connect with a supplier you actually would have wanted to hire?
Finding promotion vendors may be easy, but finding the right one you need right now is hard. PromoAid helps you find the right marketing service vendor and supplier. Through our Web-based, searchable database of thousands of marketing service suppliers, you can find vendors who meet your specific needs. Each has up to 30 data points of critical information about their services and programs. And, more importantly, the site is easy to use. Simply type in what you're looking for, and the most logical candidates are revealed to you. This wealth of information isn't free - you have to subscribe to the site - but it's reasonably priced and designed to deliver real value to users. We also provide additional services (no additional fee) to manage your cold-calls and to perform custom searches of your specific needs.
For more information visit PromoAid or call: (847) 425-1580.
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