Marketing Non Convenzionale

Non-Conventional Marketing on-line on line and off line applications off-line
A cura di: Laura Premoli laura.premoli@gmail.com
1985
Tradition Mktg to Unconventional Mktg nal
Influ uencers e Remixers R
Eng gagement
The Gen nerational Marketing M
A new era the Web a:
an unconventional story evolution ti l t l ti

U Unconventio onal Styles
Fu undamenta of Uncon als nventional Marketing M
Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12
Measurem ment Tools Soc Media cial
Social Networks
summary
Campaign Creation n Cas history se
today
from traditional mktg to
conventional mktg
The purpose of the business is to create new customers:
Marketing and Innovation produce results.
Everything else y g is merely a cost
- Peter Drucker
Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12 3
conventional mktg
Above The Line style of Communication:
- Radio - Television - Cinema - Newspapers - Posters - Internet
Specific & Dedicated Time Time, Low attention, Low appeal Low ROI L
ATL communications use media that are broadcast and published to mass audiences
Results? R lt ?
conventional mktg
Below The Line style of communication: - Promotions - Pubblic Relations - Direct Marketing - Non-Conventional - Sponsorizations User caught by surprise Increasing attention Hitting the lead High impact g p High potential profitability
BTL use media that are more niche focused.
conventional mktg
AGGREGATED ACTORS (cultures, generations, classes Lifestyles, etc) CONCRETE ACTORS (associations, groups, tribe, corporations, gangs, etc) corporations gangs etc ) UNIQUE ACTOR ( (individuals, entities, cognition, , , g , motivation, unconscious)
conventional mktg
Failure of the Enlightenment project of modernity Crisis of Traditional Marketing
Consumer Prosumer
Mid-crisis of marketing collapse of all securities that marketers had constructed hundreds of marketing panaceas
conventional mktg
Marketing panaceas 1985 - 2011

Anti-mktg Authenticity Mktg Buzz mktg Cause related mktg Chrono mktg Co-marketing Community mktg Convergence mktg C kt Contextual mktg Counter mktg Creative mktg Cult mktg g Customer centric mktg Database mktg Eco-marketing Emotion marketing Empowerment mktg Environmental mktg Ethnic mktg Ethno-mktg Entrpreneurial mktg Event mktg E t kt Expeditionary mktg Experience mktg Exponential mktg Family mktg Geo-marketing Grass roots marketing Green marketing Guerrilla marketing Holistic marketing Interactive marketing Knowledge marketing Life Lif event marketing t k ti Loyalty marketing Macro marketing Maxi marketing Mega marketing g g Micromarketing Multilevel marketing Multi-sensorial marketing Network marketing Neural marketing Niche marketing Non business marketing Nostalgia marketing Olfactory marketing One-to-one marketing O t k ti Permission Marketing Radical Marketing Real time marketing Relationship Marketing Retro-marketing Reverse Marketing Scarcity Marketing Sensory marketing Situational marketing Slow marketing Social marketing Solution marketing S l ti k ti Stakeholder marketing Stealth marketing Street marketing Sustainable marketing g Symbiotic marketing Time based marketing Total relationship marketing Trade marketing Trend marketing Tribal marketing Turbo marketing Undercover marketing Underground marketing Value marketing V l k ti Viral marketing Yield marketing
conventional mktg
The way we CONSUME MEDIA has changed. The way we INTERACT has changed changed.
Our minds have been changed
The way we COMMUNICATE has changed.
by way i bTheourwe THINK has ichanged. li increasing reliance on search engines, h i social networks and the
USE OF ALL DIGITAL TECHNOLOGIES.
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conventional mktg
New perspective of market environment
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Traditional Marketing
Marketers do it Focus on the company Power to mktg men Advertise Brand oriented Unique message Company generated content Mass Market M M k t One size Focus group Deception Chatter Indipendent Development Compelling fake story Spot Brand focused Customer Believes
conventional mktg
Neo-Marketing
Everybody do it Focus on the User Power to people Evangelize Brand Interpreted Conversation User generated content Focused Niche F d Ni h Tailored Feedback Sincerity Authenticity Developed on mktg feedback Compelling real story Word of Mouth User focused Ambassador
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is the public itself to spread the message message, because they finds it particularly
AMUSING INTERESTING USEFUL
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Distinguish
influencers and remixers
THE INFLUENCERS can be defined as real "producers of culture", or people who perform specific activities through which they are capable of decisive influence in the birth and evolution of new cultural styles.
THE REMIXERS other hand, are masters of mixing different styles, creating in turn new
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Create engagement
Research now consists mostly of antennas on uncharted territory, By empathy with the consumer. It is madeup of connections.
Brands should create "experiences" directly with their customers and prospects. The solution is to think of new products and experiences that have the power to create emotional bonds with consumers able to last
ENGAGEMENT
INTENTION TO BUY
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Consider the
generational marketing
Age can transform completely the needs of consumers Three are the dimensions: - Biological Age - Psychological Age -S i lA Social Age
[ Life cycle into six age ] Age 1 stable childhood 0-15 y 0 Age 2 unstable youth 15-30 y 30 Age 3 stable nesting 30-45 30 4 y Age 4 unstable maturity 45-60 4 60 y Age 5 stable retirement 60-75 y 60 Age 6 unstable old age > 75 y
Marketing Junior
Marketing Major
Marketing Senior
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the
generational marketing
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new era:
WEB 2.0 IS PRIMARILY A PHILOSOPHICAL

APPROACH TO THE NETWORK THAT CHARACTERIZES THE SOCIAL DIMENSION, SHARING, AND THE AUTHORSHIP.
The Th network open new t k scenarios based on the simultaneous presence in the user's ability to enjoy and to create multimedia content and the possibility to share it with other p p people known or not.
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new era:
Social S i l media iis a generic t di i term f for t h l i technologies and practices th t d ti that people adopt online content to share text, pictures, video and audio. Social media is the Internet version of social networks, ie networks of people linked by social ties, whatever they are. y Social media is fundamentally changing and share information and content. the way people learn, read
It happens a deep transformation that convert a monologue to a conversation and thats the moment in which takes place the democratization of the information
THE AIM OF SOCIAL MEDIA MARKETING IS TO CREATE CONVERSATIONS WITH USERS / CONSUMERS.
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new era:
Creative Commons
They replace individual negotiations for specific rights between copyright owner (licensor) and licensee, which are necessary under an "all rights reserved" copyright management with a "some rights reserved" management employing standardized licenses for re-use cases where no commercial compensation is sought by the copyright owner. owner
Agile, Low overhead and cost copyright management regime, profiting both copyright owners and licensees.
Wikipedia is using one of its licenses. sing licenses
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fundamentals of unconventional marketing

Brand Oriented to Viral Oriented Target to People Lifestyles to Moments Brand Image to Brand Reputation Advertising to Advertainment Media Planning to Media Hunting Brandcasting to Narrowcasting Communication to Conversation
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From Brand
oriented to Viral Oriented
Design the viral nature of your brand above all else
VIRAL MARKETING is the creation of products, services or commercial communications that have the propensity to spread itself spontaneously among the people like a VIRUS.
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From Target to
People
There are no targets to hit, but people with whom dialogue
MARKETS ARE CONVERSATIONS.

A positive attitude is helpful and cooperative the company to understand the needs of your potential customer, improve our current products, innovate and maintain a loyal customer.
THE LOYALTY.
it is in fact one of the main keys of the new concept of marketing and customer enables companies to grow and advance together.
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From Lifestyles to Moments
EXIT THE OFFICE AND ENTERED IN THE

TRIBES AND IN THEIR MOMENTS OF LIFE
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From Brand
Image to Brand Reputation
Do not build yourself an image, won a good reputation

To "brand image" we mean the brand knows how to talk about himself brand image himself. Having a good brand reputation is not necessary to make sure that people can talk about the brand by sharing with the community values of the brand. Net promoter Score: Units of measurement of WOM as an indicator of future growth. X= Positive Neutral Negative X P iti N t l N ti
- Bain
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From Brand
Image to Brand Reputation
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From Advertising to
Advertainment
Do not try to persuade, but stimulate people

You should send accurate and relevant to real people that are interested and at the interested, same time give them more power by rewarding the time and attention.
Advertainment is a neologism intended to indicate the ability to create an experience. Similarly concepts were born: - Infotainment - Edutainment
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From Advertising to
Advertainment
Types of consumer experiences T f i
PRACTICE useful functional practical technical
UTOPIA evasion adventure dream metamorphosis transgression
CRITICAL essential sober b basic economic necessary advantageous
FUNNY evasion fun f scenography gadgets surprise provocation Humor
Source: B.Heilbrunn La consommation et ses sociologies

From Brandcasting to
Narrowcasting
There are not only the mass media: the long tail theory
Broadcasting systems using traditional media to speak to a massive audience audience, but undifferentiated. Traditional marketing
Narrowcasting: You give life to real conversations between the parties involved and to g g p reach niche markets and interest rates are often unattainable with mainstream media. Non conventional marketing
Viral effect
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From Communication to
Conversation
Lose control and be part of the flow co-creative

The consumer has made an attempt to answer to the most recent changes to the consumer. The changes taking place in society so-called "post-modern", together with technological revolutions so-called post-industrial", bring out consumers are increasingly able to resist the marketing efforts of companies and have a more competent to deal with products and brands that use use. The result is the power transfer to the consumer.
CO-INNOVATION
CO-PRODUCTION
CO-IMMAGINATION
CO-PROMOTION
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UnconventionalStyles U i lS l
Word of Mouth Guerrilla Marketing Viral Marketing Product Placement P d t Pl t Ambient Marketing Street Marketing Flash Mob
Word of Mouth
Word of Mouth marketing indicates spread through a social network for information and / or advice from consumers. Word f W d of mouth h th has always d fi l defines th evolution of th mass media, are the l ti f the di taken into account in this area, even phone conversations, text messages sent via SMS or the Web, the post of blogs, in communities, instant messaging and any message that allows interaction between people people.
Buzz marketing is the set of operations unconventional marketing designed to increase the number and volume of conversations about a product or service and, consequently, to enhance the reputation and the reputation of a brand. It consists in giving people reason to talk about a product or service and to facilitate those conversations using the web (via,for example, blogs, forums and social networks) to speak and to speak (or try to speak) of goods, companies or brands.
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Guerrilla Marketing
The guerrilla marketing is the name that includes all those techniques to convey a brand or promote a product through small actions highly localized in the area, characterized by surprising and unorthodox practices.
- Suitable tool for entrepreneurs who do not have large budget - Based on time, energy and imagination instead of your money. - You must aim to increase the number of commercial agreements with existing customers - Combination of different marketing methods - Use existing technology
Pirelli Campaign 2011 Milan

Social Campaign against Skin Cancer

Viral Marketing
It is an evolution of the WOM, it is distinguished by the fact of having an intention on the part of volunteer campaigners.
Viral marketing is an unconventional type of marketing uses the communication skills of a few actors to convey the message to enlarge number of end users The method of spreading the message that follows users. a typical profile has an exponential.
Commercial T-Mobile
Viral Marketing
Social Campaign against Bully

Commercial UnHATE campaign Benetton

Educational Keynes Vs Hayek

Product Placement
PRODUCT PLACEMENT IS THE INSTRUMENT THROUGH WHICH YOU PLAN AND YOU PLACE A
LABEL INSIDE THE SCENES OF A FILM PRODUCED AGAINST PAYMENT OF A FEE BY THE COMPANY BEING ADVERTISED.
Goods and services are integrated into the everyday consumer in real life contexts for him relevant and consistent with the brand
DECRETO URBANI The Urbani Decree provides that the presence of brands and products should be clear, truthful and correct. This presence should be integrated in the development of the action, with no interruptions be, and, however, must be consistent with the narrative context of the film. The cinematographic work shall contain a notice in the credits that informs the public of the presence of brands and products within the film with the film, indication of firms advertisers.
ComicCon - LOGORAMA
Ambient Marketing
THE AMBIENT MARKETING IS A FORM OF UNCONVENTIONAL MARKETING THAT TAKE PLACE IN PUBLIC ENVIRONMENT (a street, a shop, an elevator, a phone booth, the toilet of a nightclub ...) TO "MEET" THE TARGET. )
Born to tackle the objective difficulties of "being seen" in the growing clutter of traditional media advertising. In the case of Ambient Marketing, the range of targets to which you want to address is p present in certain places at certain times of the day. And that's where you go to hit. p y y g The ambient marketing tries to bring advertising directly where it finds its specific target, constructing messages tailored to its objectives, targets a potentially very receptive, receptive because the caught "by surprise" in a moment of relaxation in an environment by surprise where went with completely different reasons than usual to receive a communication advertising.
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Commercial - Spanair
Commercial - Carlsberg
Street Marketing
THE STREET MARKETING IS A FORM OF UNCONVENTIONAL MARKETING THAT IS EXPRESSED EXCLUSIVELY IN THE STREETS of a real city or within a maximum of Shopping Centers, and privileges as a tool body and the action of the performer.
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Commercial - Wonderbra
Flash Mob
GENERALLY, THE PURPOSE OF THE FLASH MOB IS TO ENTERTAIN; the term is not used for events and performances organized for political, commercial, profit or protest. (exceptions allowed) FREEZE SOCIAL RAVE SILENT RAVE
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Flash Mob
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Flash Mob
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Flash Mob
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measurement tools
Whenyoucanmeasurewhatyouarelooking about,youknowsomethingaboutit about you know something about it

LordKelvin
measurement tools
A measure of a good advertising campaign is articulated on several channels of communication and requires the following data:
Continuous tracking study: g y
time
Market analysis Data on consumption Study of the competitors
Sell In - Sell Out Consumer Analysis Network analysis
Sales Analysis Customer Analysis Brand image/reputation/awareness Market Goodness
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measurement tools
FOR MANY THE "ROI" FOR BUSINESSES IS A PIPE DREAM AND A GOAL SO AMBITIOUS A GOAL TO MAKE IT A PURELY THEORETICAL. A pre-ROI analysis is useful to determine the bdg to devote to the campaign, to understand the value of the market in the absence of campaigns and promotions and to evaluate the change retrospectively to determine the real value of a campaign. Increasing channels of communication becomes increasingly difficult to determine the ROI of a campaign because it is difficult to determine what the actual sales resulting from one channel or another. The only way you interface with the customer in the purchase to verify the origin. As each questionnaire, this measurement there is also the margin of error as the lack of data. It is therefore not 100% accurate and is costly both for the time spent by the customer by the company to take back the data. p y ONLY THE WEB ALLOWS EFFECTIVE TRACKING OF PURCHASE, BUT IN THIS CASE THERE MAY BE AN OVERFLOW FROM THE REAL WORLD.
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Activity: Metric quantitative / qualitative work on social media: blogging, tweeting, etc .. etc. Interaction: how the audience is engaging in social media: how many fans, comments, like, content sharing, user-created content, etc. .. even here the data to be collected are those / qualitative Returns: What financial and non-return (second objective) you are getting the activity (quantitative / qualitative)
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CAMPAIGN CREATION
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1.
EXTERNAL ANALYSIS Study and analysis of the market, Purchase Trend analysis of purchase Market Segmentation Analysis of main competitors Analysis of the consumer Identifying Critical Success Factors INTERNAL ANALYSIS Analysis of current economic situation Defining Mission Campaign Identification of target positioning g p g SWOT Objectives and strategies to implement Timeline (media plans) Mktg Mix Definition of the marketing budget Forecast economic situation LAUNCH CAMPAIGN Campaign Tracking Monitoring of revenue Analysis of deviations from predictions y p Rreport Executive Summary
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2.
3. 3
cases of unconventional innovation

Pool Innovation, Idea Management Platform based on Spig it, is to all intents and purposes the place to share and exchangeideas and suggestions for improvement of various sizes,including operational efficiency, customer service, IT, sustainability and security In addition to this mechanism to security. "opensubmission", were launched in different time "challenge", which iscritical and very real business issues, where we wanted to, first,to have a d a se e co bu o o and raise the contribution of the employees themselvesbefore taking a decision. Most recently, it was decided to open the community including technology partners, ie giving access to the platform to external actors in Scottish Water, the first step towards a full open innovation strategy. The results: At a distance of 9 months from launch Innovation Pool has launch, 750users and has generated over 330 new ideas or suggestions for improvement. Of these, 7 have already been validated andimplemented under tight deadlines. The site receives an average of about 10 post (ideas, votes, comments) per day. Scottish Water is a public company, controlled by the ScottishGovernment, which manages the infrastructure of water distributionand wastewater collection throughout the country. Now has 3,700 employees.

In early 2006, the Sales Management BTicino - supported by theOrganisation and Development (DOS) focuses on some of the needs of the growing network of sales: - To harmonize the different software applications support to operations; - Integrate and make order in the different sources of informationand training to support the activity of sale and after sale; l d ft l - Enhance the mass of information (voice of customer) generatedby the network on a daily basis, capitalizing on both to the management within the organization than to than to all the players in the system (including personnel from other regions of the network); give voice to the sales network by activating a channel ofdialogue and listening more structured and more continuous than that in place. the project adopted an integrated approach to software design and development in line with the approaches of agile technology,was adopted in an open source platform installed within the information systems and integrated with the portal BTicino group, the platform has been configured based services and contentmade explicit by the project team. The results: Within Withi a week after the launch about 95% ofCommercial and T h i l Offi i l th k ft th l h b t fC i l d Technical Officials there h b has been i th in the systemand use it systematically as one of the main tools. In terms offunctionality, launched in June 2007 was one of the first cases of Blog Italian company: the CEO and Commercial Director in theCommunity open a dialogue on strategic issues. The communityhas become - over the years an important reference point for the company company.
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Toshiba is among the most active in research and development of new technologies, thanks to the support of laboratories and researchers who operate internationally for the brand. The project was born LABhub in order to open the doors for the first time Toshiba R & D, showing in a new way what happens in the mainlab, such as Kawasaki or Cambridge. This is a project developed in 5 languages, created i conjunction with th llaunch of an advertising campaign, reflecting th possible t d in j ti ith the h f d ti i i fl ti the ibl complementarity between social and traditional marketing communications. The project adopted an integrated approach to software design and development in line with the approaches of agile technology was adopted in an open source platform installed within the technology, information systems and integrated with the portal BTicino group, the platform has been configured based services and content made explicit by the project team.
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Innovation is what distinguishes a
Leader from a Follower.

- Steve Jobs
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Non-Conventional Marketing on-line on line and off line applications off-line

A cura di: Laura Premoli laura.premoli@gmail.com

Tradition Mktg to Unconventional Mktg nal

Influ uencers e Remixers R

The Gen nerational Marketing M

A new era the Web a:

an unconventional story evolution ti l t l ti

Fu undamenta of Uncon als nventional Marketing M

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Measurem ment Tools Soc Media cial

Campaign Creation n Cas history se

from traditional mktg to

The purpose of the business is to create new customers:

Marketing and Innovation produce results.

Everything else y g is merely a cost

from traditional mktg to

Above The Line style of Communication:

- Radio - Television - Cinema - Newspapers - Posters - Internet

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

from traditional mktg to

BTL use media that are more niche focused.

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

from traditional mktg to

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

from traditional mktg to

Failure of the Enlightenment project of modernity Crisis of Traditional Marketing

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

from traditional mktg to

Marketing panaceas 1985 - 2011

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

from traditional mktg to

Our minds have been changed

The way we COMMUNICATE has changed.

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

from traditional mktg to

New perspective of market environment

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

from traditional mktg to

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

AMUSING INTERESTING USEFUL

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

influencers and remixers

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

WEB 2.0 IS PRIMARILY A PHILOSOPHICAL

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Wikipedia is using one of its licenses. sing licenses

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

fundamentals of unconventional marketing

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

oriented to Viral Oriented

Design the viral nature of your brand above all else

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

There are no targets to hit, but people with whom dialogue

MARKETS ARE CONVERSATIONS.

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

From Lifestyles to Moments

EXIT THE OFFICE AND ENTERED IN THE

Creative Commons Protected Some rights reserved - Enjoythemarket.com 2011/12

Image to Brand Reputation

Do not build yourself an image, won a good reputation