The Role of IMC in Guerrilla Marketing As noted above, one telltale sign of guerrilla marketing is the way it blends multiple tactics to create maximum exposure and impact. Most guerrilla marketing campaigns incorporate multiple marketing communication methods and tools to carry out the the full vision. This makes them more than IMC compatible—they are really IMC dependent. For example, organizers of guerrilla stunts and feats frequently film their activities and… Read More »The Role of IMC in Guerrilla Marketing

Guerrilla Marketing Tactics: The Usual Suspects As you saw in the example of the lamppost transformed into a McDonald’s coffeepot, all kinds of spaces and urban environments present opportunities for the guerrilla marketer. In fact, guerrilla marketing initiatives can be executed offline or online. Some companies feel that an edgy, unexpected online campaign with creative guerrilla elements is a little safer than executing a project in the bricks-and-mortar world. It goes… Read More »Guerrilla Marketing Tactics: The Usual Suspects

When to Use Guerrilla Marketing This edgy marketing approach focuses on two goals: 1) get media attention, and 2) make a positive and memorable connection with your target audience. Many noteworthy guerrilla campaigns, like Nike Livestrong, focus on creating an experience that embodies the spirit of the brand. Often these projects invite people who encounter the campaign to become co-conspirators in achieving the campaign’s vision and reach. Guerrilla marketing experts assert that this… Read More »When to Use Guerrilla Marketing

Guerrilla Marketing LEARNING OBJECTIVES Explain guerrilla marketing Guerrilla Marketing: Thinking Outside the Box Guerrilla marketing is a relatively new marketing strategy that relies on unconventional, often low-cost tactics to create awareness of and goodwill toward a brand, product, service, or even a company. The term “guerrilla marketing” itself comes from Jay Conrad Levinson, who coined the term in his 1984 book Guerrilla Advertising. Though “guerrilla” has military connotations (the word means… Read More »Guerrilla Marketing

Social Media Marketing Social media marketing is the use of online applications, networks, blogs, wikis, and other collaborative media for communicating brand messaging, conducting marketing, public relations, and lead generation. Social media are distinctive for their networking capabilities: they allow people to reach and interact with one another through interconnected networks. This “social” phenomenon changes the power dynamic in marketing: no longer is the marketer the central gatekeeper for all communication about a product,… Read More »Social Media Marketing

What Makes Digital Marketing Tools Unique In part, digital marketing is critically important because people use digital technologies frequently, and marketing needs to happen where people are. But digital marketing tools also have other unique capabilities that set them apart from traditional (predigital) marketing communication tools. These capabilities make them uniquely suited to the goals of marketing. Digital marketing tools are: Interactive: A primary focus of many digital marketing tools and… Read More »What Makes Digital Marketing Tools Unique

Web Sites As Marketing Tools Web sites are very flexible, allowing organizations to build the kinds of features and capabilities they need to conduct business effectively. Common marketing objectives and Web-site functions include the following: Providing general information about an organization such as the value proposition, products and services, and contact information Expressing the brand of an organization through design, look and feel, personality, and voice Demonstrating products, services, and expertise, including the customer experience,… Read More »Web Sites As Digital Marketing Tools

Digital Marketing LEARNING OBJECTIVES Explain digital marketing Digital Marketing: Inform, Entice, Engage Digital marketing is an umbrella term for using a digital tools to promote and market products, services, organizations and brands. As consumers and businesses become more reliant on digital communications, the power and importance of digital marketing have increased. The direct marketing section of this module already discussed two digital tools: email and mobile marketing, which fit into… Read More »Digital Marketing: Inform, Entice, Engage

When to Use Personal Selling Not every product or service is a good fit for personal selling. It’s an expensive technique because the proceeds of the person-to-person sales must cover the salary of the sales representative—on top of all the other costs of doing business. Whether or not a company uses personal selling as part of its marketing mix depends on its business model. Most often companies use personal selling when… Read More »When to Use Personal Selling

Common Personal Selling Techniques Common personal selling tools and techniques include the following: Sales presentations: in-person or virtual presentations to inform prospective customers about a product, service, or organization Conversations: relationship-building dialogue with prospective buyers for the purposes of influencing or making sales Demonstrations: demonstrating how a product or service works and the benefits it offers, highlighting advantageous features and how the offering solves problems the customer encounters Addressing objections: identifying… Read More »Common Personal Selling Techniques