This document discusses alternative marketing strategies that can be used if paid media did not exist. It suggests focusing on creating quality content that is worth sharing organically. Various non-traditional approaches are mentioned, such as guerrilla marketing, experiential marketing, and buzz marketing techniques that leverage creativity, interactivity and sharing to potentially go viral. While these unconventional methods require investment of energy rather than money, brands are reminded to respect people and avoid intrusive advertising in order to be effective.

1. HOW COULD YOU
CONNECT WITH THE
CONSUMER IF PAID
MEDIA DID NOT EXIST?

2. Gareth Kay

3. Gareth Kay

4. Gareth Kay

6. Stop advertising and create something
worthy of being advertised.
*Gareth Kay

9. NON-TRADITIONAL
BUZZ MARKETING
GUERILLA ADVERTISING
EXPERENTIAL

10. AN UNEXPECTED AND
CREATIVE WAY OF
REACHING YOUR
COMMUNITY

11. Achieving conventional goals, such as
profits and joy, with unconventional
methods, such as investing energy
instead of money.
*Jay Conrad

14. HOWEVER, IT CAN BE
EXPENSIVE TO
PRODUCE

15. The very environment where the ad
appears affects the way people interpret
it, and because their ad guard is down, it
has an additional element of surprise.
*Luke Sullivan

16. MUCH, LIKE OUTDOOR
IT SHOULD DELIGHT
THE VIEWER

17. Everything is media...The best ads Apple
ever had were there stores in the mall.
*Lee Clow

18. CREATIVITY
IS KING

19. A drink cup at Burger King can have as
much reach as a Super Bowl commercial.
*Alex Bogusky

20. SHAREABLE
INTERACTIVE
CONTINUOUS
PARTICIPATORY

21. THESE ARE THE IDEAS
THAT HAVE THE POWER
TO GO “VIRAL”

24. “Guerilla” advertising is effective when
its entertaining. It is offensive when it
accosts or seriously intrudes...respecting
people is critical.
*Robin Landa

25. SO, DON’T SUCK.

29. Surprise - attention grabbing
Creative - memorable
Aggressive - strong impression
Size - easy to replicate and repeat
Flexible - adaptable to situations
Targeted - resonate with audience
Engages - recruits

36. IMAGINE A DAY IN
THE LIFE OF YOUR
CONSUMER

37. PICK A TOUCH
POINT AND
THINK BIG