My presentation about Non Conventional arketing during a panel of the project "Think creative, be the change!"

1. NON CONVENTIONAL MARKETING
How to surprise the customer in a world full of advertisings.

2. What is
Non Conventional
Marketing?

3. a new way
“The large number of advertisements that the
consumers are bombarded with every day has made
them virtually immune to commercial messages.
This is why advertisers are trying to find new,
alternative ways to reach the customers, which are
comprised by economic literature in the concept of
unconventional advertising”
(Maria Alina Jurca, University of Cluj)

5. Non conventional Marketing is a type of
advertising that include all the
promotional strategies of marketing that
exploit communication "innovative"
methods, different from traditional
advertising systems (like Tv-adv and
newspaper traditional adv).
The products are offered to the public in
an "alternative" way to remedy addiction
of traditional marketing.

7. Features of
Non Conventional
Marketing

8. think out of the box
"In order to sell a product or a service, a
company must establish a relationship with the
customer.
It must build trust and support. It must
understand the customer's needs, and it must
provide a product that delivers the promised
benefits."
(Jay Conrad Levinson, Guerrilla Marketing,1984)

9. Apple - 1984
http://www.youtube.com/watch?v=2zfqw8nhUwA

11. -Use of creativity for surprising
people: unexpected situation
-Less costs than normal
advertising

13. -Try to create brand awareness
and not only selling a product
-Viralising of the message
-Interaction with people and with
objects

15. NoN CoNveNtioNal MarketiNg
vs
Traditional Marketing

16. Traditional Marketing
Adv on Radio
Adv on Television
Adv on Magazines

17. Traditional Marketing
-One direction advertising:
from top to bottom, from
companies to the users
-Create a conversion:
purpose of the advertising is to
directly sell a product or a service

18. NoN CoNveNtioNal
MarketiNg
Adv on Internet
Viral Videos
Social Media
Ambush or
Parasitic Adv
Ambient
Advertising

19. NoN CoNveNtioNal
MarketiNg
-More directions advertising:
net, bottom to bottom,
from company to users and from users to users
themselves
-Create brand reputation:
purpose of the advertising is not to
directly sell a product, but to involve
people, to create “rumor” about the brand, and
making it more known crossthe Internet

21. Types of
NoN CoNveNtioNal
Advertising

22. Viral marketing: use internet and social network,
create video and images easy to get spreaded
Ambient advertising: interact with objects of the
real life and the ambient around us to surprise
(elevators, toilets, elements of the surrounding
environment, and even human bodies.)
Social Advertising: use traditional media to send
an unusual message. (social advertisment)

23. Social Advertising
https://www.youtube.com/watch?v=Hk1pGbPkCvw

24. Coca Cola
http://www.youtube.com/watch?v=zlA9tXYxD8g

25. Ambient Advertising

26. How to
create an
unconventional
advertising?

27. How to create a Viral Video/1
•Make your position
•Be sudden and
unpredictable
•Be the storyteller

28. How to create a Viral Video/2
•Create your own sequel
•Comments are required
•Like, share, promote

29. What are the most shared advertising video
on Internet?

30. Evian:
https://www.youtube.com/watch?v=pfxB5ut-KTs

31. Volvo:
https://www.youtube.com/watch?v=M7FIvfx5J10

32. How to create a Guerrilla
•Suprise: attention grabbing
•Creative: memorable
•Aggressive: strong impression
•Size: easy to replicate and repeat
•Flexible: adoptable to situations
•Targeted: resonate with audience
•Engages: recruits

35. More
Examples

36. Push to add drama
http://www.youtube.com/watch?v=fpXn3ae4zws

42. And more…
https://www.youtube.com/watch?v=nJ4uCOJjDF8

43. Thanks
for the attention!

44. Made by:
Andreas Marcopoli
Social Media Manager and JournaliSt
L’Isola che non c’è