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Alternative marketing Florine ZHAO
Guerrilla marketing <ul><li>The concept of guerrilla marketing was invented as an unconventional system of promotions that...
<ul><li>Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers...
<ul><li>The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buz...
<ul><li>Unconventional marketing intended to </li></ul>get maximum results from minimal resources.
<ul><li>Study shows consumers are 30 % more receptive to advertising while waiting </li></ul>
<ul><li>Bus   Bodywork </li></ul><ul><li>6 000/per vehicle/month </li></ul><ul><ul><ul><ul><ul><li>VS </li></ul></ul></ul>...
<ul><li>Outdoor Light-box </li></ul><ul><li>8000/month/piece (production cost included) </li></ul>
Viral marketing <ul><li>Marketing techniques that use pre-existing social networks to produce increases in brand awareness...
Häagen-Dazs case <ul><li>« Help the honey bees » campaign: a successful trategy to enhence brand’s image and to attract at...
In China <ul><li>Still immature but increasing trend </li></ul><ul><li>Great potential </li></ul>
<ul><li>Kaixin001.com </li></ul><ul><li>Renren.com </li></ul><ul><li>= the Chinese  facebook </li></ul>
Conclusion <ul><li>ADVANTAGES: </li></ul><ul><ul><li>Lower expences </li></ul></ul><ul><ul><li>Memorable brand experience ...
GOOD NG
<ul><li>What we can  </li></ul><ul><li>implement </li></ul><ul><li>in UIBE: </li></ul>
Questions ?
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New marketing

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Alternative marketing

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New marketing

  1. 1. Alternative marketing Florine ZHAO
  2. 2. Guerrilla marketing <ul><li>The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. </li></ul>
  3. 3. <ul><li>Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. </li></ul>
  4. 4. <ul><li>The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz </li></ul>
  5. 5. <ul><li>Unconventional marketing intended to </li></ul>get maximum results from minimal resources.
  6. 6. <ul><li>Study shows consumers are 30 % more receptive to advertising while waiting </li></ul>
  7. 7. <ul><li>Bus Bodywork </li></ul><ul><li>6 000/per vehicle/month </li></ul><ul><ul><ul><ul><ul><li>VS </li></ul></ul></ul></ul></ul><ul><li>CCTV-1 weather forecast </li></ul><ul><li>100 000/month/city </li></ul>Greater Outcomes / Inputs ratio
  8. 8. <ul><li>Outdoor Light-box </li></ul><ul><li>8000/month/piece (production cost included) </li></ul>
  9. 9. Viral marketing <ul><li>Marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. </li></ul><ul><li>Viral promotions may take the form of video clips, interactive Flash games, advergames, widgets, Facebook applications, images, emails. </li></ul>
  10. 10. Häagen-Dazs case <ul><li>« Help the honey bees » campaign: a successful trategy to enhence brand’s image and to attract attention </li></ul><ul><ul><li>Plant the seed paper </li></ul></ul><ul><ul><li>Buzz on the &quot; Bee-Boy </li></ul></ul><ul><ul><li>Dance Crew &quot; video </li></ul></ul><ul><ul><li>Mini-site </li></ul></ul><ul><ul><li>www.helpthehoneybees.com </li></ul></ul>
  11. 11. In China <ul><li>Still immature but increasing trend </li></ul><ul><li>Great potential </li></ul>
  12. 12. <ul><li>Kaixin001.com </li></ul><ul><li>Renren.com </li></ul><ul><li>= the Chinese facebook </li></ul>
  13. 13. Conclusion <ul><li>ADVANTAGES: </li></ul><ul><ul><li>Lower expences </li></ul></ul><ul><ul><li>Memorable brand experience </li></ul></ul><ul><ul><li>Increase brand awareness and brand image </li></ul></ul><ul><li>LIMITS: </li></ul><ul><ul><li>Word of mouth not controlable </li></ul></ul><ul><ul><li>Distorsion of the message </li></ul></ul><ul><ul><li>Success not guaranteed </li></ul></ul><ul><ul><li>Risks of excessive success </li></ul></ul>
  14. 14. GOOD NG
  15. 15. <ul><li>What we can </li></ul><ul><li>implement </li></ul><ul><li>in UIBE: </li></ul>
  16. 16. Questions ?

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