The document discusses various marketing strategies including buzz marketing, event marketing, and cause marketing. Buzz marketing refers to positive word-of-mouth promotion between consumers, employees, investors, and others using social media. Event marketing involves integrating communications around an event theme. Cause marketing aims to create social value by connecting brands with nonprofit causes. The document provides examples and analyses the benefits and challenges of these approaches.

1. Applied Marketing Strategies
Topics:
•Buzz Marketing
•Event marketing
•Cause Marketing
•Presented to:
•Dr. Raja Irfan Saber
Presented by:
•Al Saud Razzaq

2. Buzz Marketing
AL- Saud Razzaq

3. •Buzz Marketing = Word of Mouth Marketing
•Hype among consumers
•Both execution technique and results
•Positive buzz is often a goal
•Oldest form of advertising, but
•new as marketing discipline

4. Differences the different types
of marketing
•Viral Marketing
•Word of Mouth Marketing
•Buzz Marketing
•Connected Marketing
Al Saud Razzaq

5. Some Reasons for Relying on Buzz Marketing

6. In fact buzz marketing is a
talk between...

7. Customers...

8. Employees...

9. Investors...

10. Quick as the internet...

11. We’re not in control

12. And can be a mess

13. People are using social
media for many reasons:
#1 – Keep in touch with friends or make new friends
#2 – Professional purposes (jobs, education, etc)
#3 – Participate in discussion groups, forums
#4 – Personal marketing
#5 – ...

14. Companies are using social media
for other reasons:
#1 – Brand awareness
#2 – Relationship with customers
#3 – News generation
#4 – Influence buy decisions
#5 – ...

15. Through many plataforms...

16. It’s a new way to understand
markets,
not only a new
communication channel.

17. Case: Samsung Omnia
17

18. 18

19. 19

20. #1 – Measure how much it increases revenue
#2 – Measure how much it engages users
#3 – Deal with talk to everyone channel

21. Event Marketing
•sometimes called "experiential marketing,"
"event marketing", "live marketing" or
"participation marketing,
•Integrating a variety of communications
elements behind an event theme

22. The 4 “Avatars” of Events
Corporate
Events
Personal
Events
Cultural
Events
Leisure
Events
Events
 Leisure events e.g. leisure sport,
music, recreations
 Cultural events e.g. ceremonial,
religious, art, heritage, and
folklore
 Personal events e.g. weddings,
birthdays, anniversaries
 Corporate events e.g. commercial,
political, charitable, sales, product
launch

23. Event Objectives
Objectives are essential in order to justify investment.
Some possible objectives include:
•Size of audience reached
• Ability to reach target
• Sponsor recognition levels
• Potential sales
• Economic Impact

24. Event Marketing Execution
• Site Selection
• Staging
• Catering and Accommodations
• Staffing
• Operations and Logistics
• Safety and Security

25. Ford x GM?
Subject: WHQ Illumination for GM's 100th Anniversary
A few years back we celebrated our 100th year in business…and what a great 100 years it was. On Tuesday, September
16th General Motors will be celebrating its 100th year anniversary.
As a sign of goodwill and to offer our congratulations, WHQ will be illuminating the south side of the building Monday night
commemorating their 100th Birthday.
This will be accomplished by strategically opening and closing specific blinds on the south side of the building. On
Monday, September 15 please do not change the position or direction of your blinds to ensure that WHQ is brightly
illuminated for the 100th Anniversary of General Motors. We ask your cooperation and thank you for helping us make Ford
Motor Company shine.

26. Benefits of Events
1. Awareness and Association
2. Image Enhancement
3. New Clients and Increases in Sales
4. Target Reach
5. Media Coverage

27. 1. Cost of associating with “big” events
2. Advertising clutter at events
3. Effectiveness difficult to measure

29. Objectives of cause Marketing
•create shareholder and social value
•connect with a range of constituents (be they consumers,
employees, or suppliers)
•communicate the shared values of both organizations

30. Case Study on cause marketing of
American Express

31. Statue of Liberty

32. American Express first used the phrase "cause-related marketing" in 1983 to
describe its campaign to raise money for the Statue of Liberty’s restoration.
American Express donated one cent to the restoration every time someone
used its charge card. As a result, the number of new cardholders grew by 45
percent, and card usage increased by 28 percent

33. Inside look
Outside look
American
express cards

34. Personal Views
the possible benefits of cause marketing for nonprofit
organizations include an increased ability to promote
the nonprofit organization's cause via the greater
financial resources of a business, and an increased
ability to reach possible supporters through a
company's customer base. The possible benefits of
cause marketing for business include positive public
relations, improved customer relations, additional
marketing opportunities, and making more money

35. By: Al Saud Razzaq