MARKETING STRATEGIES VIRAL MARKETING Viral marketing is a strategy that by sarahbrown

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									MARKETING STRATEGIES
VIRAL MARKETING Viral marketing is a strategy that encourages individuals to pass on a marketing message to others, viral marketing creates the potential for exponential growth, depending on the message’s influence on, and exposure to, its target audience. Like a virus, viral marketing is based on the premise that growth will spread exponentially. Viral marketing is effective for both building awareness and driving action. Viral marketing can generate exponential consumer enrollment, with existing customers acting as agents, promoting and endorsing a company's product and/or services. Incentives are usually given from customers to pass along the promotional messages and offers, although the best viral marketing campaigns are the ones in which people spread the word simply because the message is so compelling. This approach seems very conducive to meeting the objective of membership growth within the Barbershop Harmony Society, with every member acting as a member of our marketing team. With the limited resources we have at our disposal, viral marketing seems very well suited to the Barbershop Harmony Society. What can we do to utilize viral marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 WORD-OF-MOUTH MARKETING The definition of word of mouth marketing is favorable communication that is transmitted from a satisfied customer. Word of mouth marketing is used to promote a product or service to a family member, friend, co-worker, acquaintance, or anyone else who may be a prospective customer for the same product or service. The elements of an effective word of mouth marketing strategy require that it allows for effortless transfer of information, encourages common motivation and behavior, and uses the resources provided by others. Word of mouth marketing is very potent, as it implies an endorsement from a trusted friend. Word of mouth marketing is also compared to viral marketing and buzz marketing. The concept behind word of mouth marketing in any form is to

create a snowball effect that will drive potential business to the business for little or no cost. This approach seems very conducive to meeting the objective of membership growth within the Barbershop Harmony Society, with every member acting as a member of our marketing team. With the limited resources we have at our disposal, viral marketing seems very well suited to the Barbershop Harmony Society. What can we do to utilize word of mouth marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 SPECIAL EVENT MARKETING AND PLANNING Activities designed to create brand awareness; special events and opportunities to implement EXTERNAL and INTERNAL marketing strategies for the Barbershop Harmony Society would include our International Conventions, our Mid-Winter Conventions, District Conventions and Harmony Explosion Camps. Special events and opportunities to implement INTERNAL marketing strategies would include Harmony College, Director’s College, Mini-HEPS, Top Gun Schools, and other activities where the goal is to attract an audience of attendees or participants. A well-planned special event does not just happen. It requires careful planning and attention, which can includes every detail from ordering invitations to promoting the actual event. Special event planning items to be aware of include developing and implementing logistics, strategic planning, public relations, sponsorship development, volunteer coordination, site management, and marketing. Ideas for advertising special events may include mailing list of targeted participants, placing newspaper ads, and hanging banners near the special event site. Other ideas for promoting special events include using PR to get radio/television mention, distributing promotional items to target groups, assembling volunteers to spread the word, providing free ticket offers, and developing special events co-sponsorships. What can we do to utilize special event marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3

TARGET MARKETING Target marketing is a highly effective method of producing a superior return on marketing investment while decreasing overall expenditures. Instead of a "scattershot" approach that most mainstream media employs, target marketing zeroes in on desired potential customers, eliminating the waste typical of so many advertising campaigns. The purpose would be to capture a large percentage of the intended market, through careful planning and skillful execution. Making sure we reach the right people with the right message that yields the right results. What can we do to utilize target marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 RELATIONSHIP MARKETING Relationship Marketing is a system of data analysis and communications. Relationship marketing extracts information about a customer gathered during the history of the customer's relationship with the company, and uses this information to market to the customer in a way that promotes trust and loyalty. Are we doing this with our members? Relationship marketing involves the methodology of moving customers through five levels of loyalty in the most expedient and cost-effective manner possible. The five levels of relationship marketing consist of awareness, recognition, preferences, commitment, and endorsement. There are two key components of relationship marketing: • • The first component is communications strategy, which is made up of consistent communications to customers on a regular basis. The second component of relationship marketing is tactical invasion, which translates to keeping the customer informed of new products and services, updates, pricing information, market conditions, etc.

What can we do to utilize relationship marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3

SOCIAL MARKETING Social Marketing is the planning and implementation of programs designed to generate social change, social marketing is a system that can be used to change the way people think or behave. However, social marketing is still based on concepts of commercial marketing. Social marketing, like commercial marketing, utilizes research to tailor messages to a particular target audience. For example, if a company is promoting an issue of major importance to encourage women to take part in annual mammogram testing, the target audience would obviously be women. Consequently, a social marketing campaign would concentrate on adapting commercial techniques to attract and persuade women. The goal of social marketing is to get people to think differently about old ideas and focus on new concepts that will add values to their lives. This sure sounds like a very high priority of the Barbershop Harmony Society. Social marketing is especially prevalent among non-profit, organizations, government agencies, community-based organizations, private foundations and any entity that wants to make social change. What can we do to utilize social marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 YOUTH MARKETING Youth marketing reaches tweens, teens, and young adults. These young people populate the markets of the future, while having a tremendous amount of discretionary spending power today. They also have a huge influence on their parents' purchases. Almost all consumer brands being launched (as well as existing brands) need to engage in youth marketing campaigns if they want to create brand loyalty and long-term success for this giant demographic. Today's youth have very strong opinions about things affecting their lives and want to be heard. They are very cognizant of overt marketing efforts, and often require a specific marketing approach. What can we do to utilize youth marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3

COLLEGE MARKETING It would benefit our organization to introduce Barbershop Harmony to a large young consumer base with significant disposable income. College marketing provides a perfect vehicle to acquaint young consumers with our brand and enroll them as long-term, brand-loyal customers. Successful college marketing campaigns use integrated promotions that reach students in an effective, targeted manner. College marketing efforts must be backed by people who have an in-depth knowledge of the student mindset and who understand where and when students will be receptive to the marketing message. There are marketing and promotion companies available with extensive experience in marketing to college students and we know how to reach them. What can we do to utilize college marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 SPRING BREAK MARKETING These are campaigns designed to target college students. Spring break marketing seeks to reach these students on the beaches and resorts they flock to on vacation. Spring break marketing is a major opportunity for reaching an extremely concentrated number of college students in a highly targeted venue. Conducting spring break marketing activities on college campuses prior to spring break is a good way to reinforce brand awareness before students reach their destinations. Spring break marketing tactics include giving out free product samples, conducting product demonstrations, placing posters and stickers in high-traffic areas, staffing promotional tents, etc. Other ideas include providing sample products inside the hotel rooms of college students, as well as patrolling the beaches with free promotional items such as Frisbees, lip balm, beach towels, and hats. Nightclubs are also targeted areas for spring break marketing. Branded ashtrays, cups, and posters are strategically placed in nightclubs where college students will see and use them. Spring break marketing at these locations is a perfect example of piggybacking on a major event to get a brand placed in front of a large audience for a relatively economical cost.

What can we do to utilize spring break marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 STREET TEAMS Thinking outside the box, in today's youth-oriented world, street teams are the secret weapons in the battle against boring and out-of-place advertising campaigns thought up by people out of touch with what is really happening in youth culture. Street teams originally came about as a way for fans to promote their favorite recording artists, particularly ones who didn't have big labels marketing for them. Marketing and advertising agencies have begun to realize that hiring street teams is one of the most effective forms of youth marketing available. Many of these companies in North America are capable of harnessing the marketing power of street teams, with thousands of reps available across the U.S. Their teams are loosely organized along the same lines as small military units. Their primary motivation for assisting in this marketing activity is to receive swag. Street team swag can come in many forms, including clothes, tickets to shows, backstage passes, gift certificates, copies of CDs, DVDs and much more. Since pay is often not provided to members of a street team, swag rewards are a way of saying thanks to the teams for all their hard work. A review of the DVD I received from NARAS will provide additional information about the use of Street Teams and other strategies that can be incorporated in marketing in the music industry. What can we do to utilize street team marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 RADIO PROMOTIONS Radio promotions can generate aural recognition that has been shown to be effective when repeated with enough frequency. In order for radio promotions to work, it is important the advertiser have a strong understanding of brand marketing objectives, as well as radio programming objectives. For example, the programming should be compatible with the brand’s target market. Radio promotions must also be strategically planned according to time of day the target market is most likely to be listening. For example, the advertiser may want to reach the average consumer to or from work, so would air the ads during these peak traffic times.

What can we do to utilize radio promotion marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 SPONSORSHIP MARKETING Sponsorship marketing is an investment by a company in an organization or property in exchange for commercial benefits, sponsorship marketing is used by companies to increase sales, target specific markets, facilitate customer/employee loyalty, and enhance brand/image. Sponsorship marketing is becoming a popular ingredient in the marketing mix. Companies are beginning to hire experts and inside employees to take a more strategic approach to engaging in sponsorship marketing and expenditures in sponsorship marketing have increased by 250% in North America during the past 10 years. Sponsorship marketing can open the door to direct sales opportunities and provides measurability in both quantitative and qualitative terms. What can we do to utilize sponsorship marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3 URBAN MARKETING Urban marketing is structured to reach the urban population, which numbers over 45 million in the U.S. alone. Urban marketing reaches the African Americans, Hispanics, Asians, and other urban market members through diverse tactics to successfully penetrate these hard-to-reach markets. Organizations are realizing the necessity of shrewd urban marketing tactics used to generate interest in a product geared to urban audiences. Multicultural urban markets are not poor markets. In particular, the Hispanic market possesses a large amount of spending power. With consumer buying power consistently increasing among the urban population, urban marketing is critical to the future of today’s businesses. What can we do to utilize urban marketing to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3

VEHICLE ADVERTISING Vehicle wrap advertising is an innovative method of promoting a brand. Vehicle advertising uses a vehicle as a moving billboard, creating a high retention rate among potential customers who see it. Vehicle advertising can be seen on freeways, city streets, parking lots, etc. Vehicle wrap advertising uses semi-permanent graphics that can be removed without harm to the vehicle if desired. Other forms of vehicle advertising consist of magnetic signs, bumper stickers, window decals, and advertisements painted directly onto the car. Companies seeking to attract attention have found vehicle advertising to be an effective and relatively inexpensive promotional method. Encouraging all of our membership to place Barbershop Harmony Society bumper stickers on their vehicles would be a good starting point. What can we do to utilize vehicle advertising to achieve our objectives of increased awareness, lower median age and growth in membership? 1 2 3


								
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