Marketing Strategies DSU Image & Marketing Committee 9-27-04 Overview Traditional Marketing Guerilla Marketing Viral Marketing Stealth Marketing Traditional Marketing Product Place Price Promotion Personal selling Advertising Sales Promotion Direct Marketing Public Relations Internet (Viral Marketing) Guerilla Marketing Guerilla Marketing Unconventional marketing intended to get maximum results from minimal resources. Guerilla marketing involves being original, breaking the rules, and looking for alternatives to traditional marketing methods. More about matching wits than matching budgets Low cost Innovative Less clutter Less reach Guerilla Marketing: 10 Commandments I. Know your market. Know VI. Do the Web right. who your customers are, VII. Get a prime spot on the how they think, and where Web's search engines. they go. VIII. Postcards supplement an II. Keep your name in front of existing marketing your in-house list. program and are stress- III. Work with the press. free. IV. Educate the market. IX. Give talks and V. Put e-marketing to work for presentations at industry you. association meetings and conferences. X. Network, network, network. Guerilla Marketing Blair Witch Project Driver 2 video game Toyota Scion Viral Marketing Marketing phenomenon that facilitates and encourages people to pass along a marketing message. Dancing Baby Hotmail Viral Marketing Gives away products or Takes advantage of others' services resources Provides for effortless Offer an incentive. transfer to others Don't consider the referral an Scales easily from small to opt-in. very large Personalize the referral email. Exploits common motivations Track and analyze the results and behaviors Continually promote friendly Utilizes existing referrals communication networks Stealth Marketing Compared/similar to viral marketing – but source is unknown or hidden Red Bull Sony Ethical? Intrusive?
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