NonTraditional Marketing

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Non-Traditional Marketing

• Dr. Amit Joshi

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Why Non-Traditional?

• Ad-saturation
• Growing negativity towards advertising
• 65 feel too many messages
• 69 interested in mechanisms that block
  advertising completely!
• Yankelovich Partners, Inc

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Think Different!

• Hence, marketers need to be more inventive with
  respect to timing, placement and message.
• Non-Traditional Marketing, a.k.a.
• Guerilla Marketing
• Buzz Marketing
• Grassroots Marketing

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• Easier to think of NTM in terms of 2 dimensions
• Placement
• Transparency
• Placement refers to the physical placement of the
  ad
• Transparency refers to the extent to which
  sponsorship is apparent to the consumer

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Placement Traditional

• Traditional Media
• Newspapers, Magazines, TV..
• This type of media has numerous advantages
• Established methods for creating ads for these
  media
• Systems in place for media buying
• There exist measurement systems to gauge
  effectiveness

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But

• Traditional Media is crowded
• No element of surprise
• Growing cynicism and lack of faith in traditional
  ads

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Placement Non Traditional

• Innovation in placement dimension
• The more unlikely or disruptive the placement,
  the more likely it is to capture peoples
  attention.
• Evian swimming pool
• Ordering Dominos Pizza while gaming
• But remember, what is non-traditional today may
  soon become traditional!

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Transparency

• Normal Scenario consumers are fully aware of
  that they are being exposed to a paid advertising
  message
• Since it may be tough to get through to
  consumers, you may need
• Superior creative content (eg Apple, Budweiser)
• Massive advertising budgets to allow for multiple
  exposure

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Concealed Ads

• Marketers may deliberately conceal sponsorship.
• Consumers may be totally unaware that they are
  being exposed to an ad.
• This is basically deception!
• May often have a negative impact if discovered.
  E.g. Sony Ericsson Fake tourist campaigns

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Placement-Transparency Map
Transparent Sponsorship
Non-Traditional Placement
Traditional Placement
Concealed Sponsorship
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Placement-Transparency Map
Transparent Sponsorship
MSN Butterfly
Typical 30- Sec TV ad
Evian at bottom of swimming pool
Non-Traditional Placement
Traditional Placement
McDonalds Sims Product placement
Product placement on a TV show
Sony-Ericsson Fake tourist
Concealed Sponsorship
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Notes on NTM

• NTM is typically opportunistic in nature
• NTM is generally used for customer acquisition,
  not for retention
• If not correctly implemented, NTM will backfire
  badly may increase suspicions towards a company
• Most NTM campaigns are innovative along either
  the placement or transparency dimension