Dr Brian's SmartaMarketing 2

Smarta Marketing Ideas for Smarta Marketers

Month: March, 2014

Guerrilla, Viral and Ambush Marketing

Dr Bian Monger
Guerrilla marketing is unconventional marketing activities intended to get maximum results from minimal resources. It is more about matching creative idea and wits than matching budgets. Rather than marching their marketing dollars, guerrilla marketers snipe away with their marketing resources for maximum impact.
Undercover marketing is a subset of guerrilla marketing where the buyer doesn’t realise they’re being marketed to. For example, a marketing company might pay an actor or socially adept person to use a certain product visibly and convincingly in locations where target segments congregate. The actor will talk up the product to people they befriend in that location, even handing out samples if it is economically feasible.

Undercover marketing is also know as buzz marketing or stealth marketing.

The goal of any undercover campaign is to generate buzz. Spontaneous word of mouth, or buzz, is free, can reach consumers isolated from all other media, and unlike conventional media, consumers tend to trust it. Marketers find it very hard to predict buzz let alone generate it on demand. However when it works, undercover marketing does exactly that: an ideal consumer from the example above will not only begin using that product themselves, but will also tell their friends about it, inciting a planned viral marketing campaign that looks spontaneous.

Viral marketing refers to marketing techniques that seek to exploit pre-existing social networks to produce exponential increases in brand awareness, through viral processes similar to the spread of an epidemic. The term “viral advertising” refers to the idea that people will pass on and share cool and entertaining content; this is often sponsored by a brand, which is looking to build awareness of a product or service. These viral commercials often take the form of funny video clips, or interactive Flash games, images, and even text.

Ambush Marketing refers to the strategic placement of marketing material and promotions at events that will attract consumer and media attention. It has been defined as “the practice whereby another firm, seeks association with the sponsored activity without payment to the activity owner”. This company attempts to deflect some of the audience attention away from the sponsor to itself.

 

Did you find this article useful?  Please let us know

These articles are usually taken from notes from a MAANZ course.  If you are interested in obtaining the full set of notes (and a PowerPoint presentation) please contact us – info@marketing.org.au

Also check out other articles on https://smartamarketing2.wordpress.com

MAANZ International website http://www.marketing.org.au

Smartamarketing Slideshare (http://www.slideshare.net/bmonger)

Join Dr Brians LinkedIn groups:

Marketing – Dr-Brians-Marketers-Network  http://www.linkedin.com/groups/Dr-Brians-Marketers-Network-Number-2650856

Manangement/Project Manangement – The Project Management Information Network.  http://www.linkedin.com/groups/Project-Management-Information-Network-Practical-6618103

Come on over and share more great information and ideas.

Increasing Training Effectiveness

Dr. Brian Monger

Establishing an open and encouraging internal climate to increase training effectiveness

Normally, people returning from a course are left almost alone.

The supervisor is not very interested in what they have learned and how to make use of new ideas and factual knowledge.  The employees are, at best, left alone to implement new ideas.  Even more frequently, the returning employees realise that everybody, especially the boss, is totally uninterested in what they have learned.  Sometimes they get the impression that the fact that they have been away for training has only created problems, for example, with under-capacity.  Nobody seems to care about any positive effects of the course.

In such situations, any new idea and favourable-attitude effects are rapidly destroyed.

Instead, the manager or supervisor should encourage the employees to implement new ideas and help them realising how they could be applied in their specific environment.  Moreover, some on-the-premises training is often helpful and encouraging as a continuation of the course or training program.

The management style demonstrated in the daily job by managers and supervisors has an immediate impact on the job environment and internal climate.  Probably, recognition is the issue that keeps it going.  It may sound soft, but it is critical. The mere way of managing is, therefore, an internal marketing issue.

Joint planning and decision making with the employees involved is a means of achieving commitment in advance to further actions that emerge from the planning process.

The need for information and feedback 

Here, the supervisor has a key role.  Moreover, he or she is responsible for creating an open climate where service-related and customer-related issues are raised and discussed.

Management support and the internal interactive communication are the predominant tools of the attitude management aspect of internal marketing, but they are, of course, key ingredients of communication management as well.

 

Dr Brian Monger is Executive Director of MAANZ International and an internationally known consultant with over 45 years of experience assisting both large and small companies with their projects.  He is a specialist in negotiation and behaviour He is also a highly effective and experienced trainer and educator

He is very well known and highly regarded as a Linked In groups manager

Did you find this article useful?  Please let us know

These articles are usually taken from notes from a MAANZ course.  If you are interested in obtaining the full set of notes (and a PowerPoint presentation) please contact us – info@marketing.org.au

Also check out other articles on https://smartamarketing2.wordpress.com

MAANZ International website http://www.marketing.org.au

Smartamarketing Slideshare (http://www.slideshare.net/bmonger)

Join Dr Brians LinkedIn groups:

Marketing – Dr-Brians-Marketers-Network  http://www.linkedin.com/groups/Dr-Brians-Marketers-Network-Number-2650856?trk=my_groups-b-grp-v

Manangement/Project Manangement – The Project Management Information Network.  http://www.linkedin.com/groups/Project-Management-Information-Network-Practical-6618103?

Come on over and share more great information and ideas.

%d bloggers like this: