NON CONVENTIONAL MARKETINGHow to surprise the customer in a world full of advertisings.

What is Non Conventional

Marketing?

“The large number of advertisements that the consumers are bombarded with every day has

made them virtually immune to commercial messages.

This is why advertisers are trying to find new, alternative ways to reach the customers,

which are comprised by economic literature in the concept of

unconventional advertising”

(Maria Alina Jurca, University of Cluj)

A new way

Non conventional Marketing is a type of advertising that include all the promotional strategies of marketing

that exploit communication "innovative" methods, different from traditional advertising systems (like Tv-

adv and newspaper traditional adv).

The products are offered to the public in an "alternative" way to remedy

addiction of traditional marketing.

Features of Non Conventional

Marketing

"In order to sell a product or a service, a company must establish a relationship

with the customer.

It must build trust and support. It must understand the customer's needs, and it must

provide a product that delivers the promised benefits."

(Jay Conrad Levinson, Guerrilla Marketing,1984)

Think out of the box

Apple - 1984http://www.youtube.com/watch?v=2zfqw8nhUwA

-Use of creativity for surprising people:

unexpected situation

-Less costs than normal advertising

-Try to create brand awareness and not only selling

a product

-Viralising of the message

-Interaction with people and with objects

Non Conventional Marketingvs

Traditional Marketing

Traditional Marketing

Adv on Magazines

Adv on Television

Adv on Radio

Traditional Marketing

-One direction advertising: from top to bottom, from companies to the users

-Create a conversion: purpose of the advertising is to

directly sell a product or a service

Non Conventional Marketing

Adv on Internet

Viral Videos

Ambush or Parasitic Adv

Ambient Advertising

Social Media

Non Conventional Marketing

-More directions advertising:net, bottom to bottom,

from company to users and from users to users themselves

-Create brand reputation: purpose of the advertising is not to

directly sell a product, but to involve people, to create “rumor” about the brand,

and making it more known crossthe Internet

Types ofNon Conventional

Advertising

Viral marketing: use internet and social network, create video and images easy to get

spreaded

Ambient advertising: interact with objects of the real life and the ambient around us to surprise (elevators, toilets, elements of the surrounding environment, and even human

bodies.)

Social Advertising: use traditional media to send an unusual message. (social

advertisment)

Social Advertising https://www.youtube.com/watch?v=Hk1pGbPkCvw

Coca Colahttp://www.youtube.com/watch?v=zlA9tXYxD8g

Ambient Advertising

How tocreate an

unconventional advertising?

•Make your position

•Be sudden and unpredictable

•Be the storyteller

How to create a Viral Video/1

•Create your own sequel

•Comments are required

•Like, share, promote

How to create a Viral Video/2

What are the most shared advertising video on Internet?

Evian: https://www.youtube.com/watch?v=pfxB5ut-KTs

Volvo: https://www.youtube.com/watch?v=M7FIvfx5J10

•Suprise: attention grabbing•Creative: memorable•Aggressive: strong impression•Size: easy to replicate and repeat•Flexible: adoptable to situations•Targeted: resonate with audience•Engages: recruits

How to create a Guerrilla

MoreExamples

Push to add drama

http://www.youtube.com/watch?v=fpXn3ae4zws

And more…https://www.youtube.com/watch?v=nJ4uCOJjDF8

Thanks for the attention!

Made by:

Andreas MarcopoliSocial Media Manager and Journalist

L’Isola che non c’è