WELCOME 2 UNCONVENTIONAL MARKETING

UNCONVENTIONAL MARKETING

What is it?

Unconventional Marketing is an advertising strategy in which low-cost are utilized(Guerrilla marketing) The effort may be local or a network of individual cells to convey or promote a product or an idea.

The term was coined by JAY CONRAD LEVINSON

It can be easily traced to UM warfare which utilizes a typical tactics to achieve a goal in competitive environment.

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Presence Activity Energy

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Networks Smart

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UNCONVENTIONAL Marketing Principles!

Presence find ways to make yourself known at all times chat rooms, forums, discussion boards, e-mail, radio, magazines, Yellow Pages Activity be aware of opportunities to make your product known at all times and act on them

Energy continually marketing 360 degree marketing

Networks always looking to make contacts and develop networks importance of relationships Smart dont offend customers or turn them off

Flexible Low Cost Targeted

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Unconventional Marketing Advantages!

Flexible because of small scale nature is can be adapted
quickly, relatively easy to respond to change

Low Cost one of the founding principles ideal for firms

who do not have massive marketing budgets

Targeted designed to reach the target market reduces

waste and ineffectiveness

Simple many of the methods simple and easy to use and

implement ideal for the smaller business

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EXAMPLE Internet Word of Mouth Stickers Badges Demonstrations SMS Messaging Peer Marketing Illegal Methods

unconventional Advertising Methods

UM Advertising Methods
Internet Word of Mouth GETS YOU AND Sticker YOUR PRODUCT KNOWN Offering free demonstrations and talks Offering free consultations PUTTING PEOPLE OF SIMILAR Peer marketing INTERESTS/AGES/SEGMENTS TOGETHER TO GENERATE INTEREST IN THE Illegal Methods PRODUCT, E.G. ONE CLAIM FOR Using SMS text messaging DOWNLOADING MUSIC IS THAT IT OPENS UP THE CHANCE FOR NEW MUSIC TO Ambient BE DISCOVERED AND LATER PURCHASED Viral

Non-traditional methods
The Internet:
Web sites easy and cheap to set up Pop up ads (assuming they are smart!) 24 hour availability and contact Using Internet technology getting your name high up in search engines Using access/registration or subscription logs to full capacity Use of banner advertising Web logs Blogs personal Web diaries

Non-traditional methods
Stickers can be put anywhere especially in the target area Pavement chalking Bio-degradable tree postings Product give-aways Spray paint logos
Bio-degradable Chalks for Linux San Francisco

Word of Mouth
Roach Baiting getting the company message/brand across by the
use of an actor behaving as a normal consumer in the hope of getting the message passed on.

Undercover Marketing also known as buzz marketing similar

to above. Use of paid actors to actively promote the product/brand in a variety of situations or leaving products in high profile places to get them seen/used/noticed.

Live commercials paying for live commercials in an appropriate

setting, e.g. getting a group of young people to promote the use of alcopops in a club or theme bar

'Illegal' methods
Bill stickers Spray paint logos Graffiti Ads (Some of these may not be strictly illegal but may border on being so not embraced by all UM marketers)

Non-traditional methods

A flash mob (or flashmob) is a group of

people who assemble suddenly in a place, perform an unusual and seemingly pointless act for a brief time, then disperse, often for the purposes of entertainment, satire, and artistic expression.

Non-traditional methods example

IPhone Jonny

SOME NICE UM CAMPIGN

NO OF MALE & FEMALE ARE WATCHING AD

ARE YOU WATCHING ADS

40 35 30 25

44% 56%
male female
15 10 20 Series1

5
0 yes no

WHY DO YOU WATCH?

35

WHICH MEDIA YOU LIKE THE MOST

CHART TITLE
tv print radio online

30

25

14%

20 Series1 15
10% 40%

10

0 creative interest

36%

DO YOU CHANGE CHANNEL WHEN THEIR IS AN AD

HOW OFTEN DO YOU REMEMBER AN AD?

yes

no

20%

rarely

never always

often less often

80% always less often often rarely never

DO YOU LIKE TO WATCH AN AD WHEN YOU ARE ONLINE

Chart Title

24%

YES
No

76%

CONLUSION
No more like to watch traditional form of advertisement And even they watch, they hardly remember the ads. So unconventional marketing is taking a grip in the current scenario As the concept of marketing is to make them remember

And people will only remember the ads which will be able to pull their interest
And unconventional marketing helps the people to remember the brand for a longtime