Half-Day Training: UnConventional Marketing / Creative Marketing Go back »
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Time2016-03-10 | 09:00 - 12:00
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Venue:The European Chamber Shanghai Office, Unit 2204
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Address:
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Fee:Members: 1500 RMB |
Non Members: 2200 RMB
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PREMISE
The path for the implementation of a UnConventional Marketing training at the European Chamber of Commerce aims to illustrate tools needed to design an effective marketing strategy in the new context, addressing the main styles of UnConventional Marketing including for ex guerrilla marketing, viral marketing, tribal marketing, green marketing, purple cow approach, cool hunting, buzz marketing, experiential marketing, word of mouth, etc…
OBJECTIVES
The goal is to transfer to the participants an overview of the potentiality of innovative approaches to marketing through the 10 principles of unconventional marketing. Some of the questions to which I would like to provide responses during the training would be:
- Which are the fundamental principles of UnConventional Marketing?
- How best to apply them to design an effective marketing strategy?
- What is the difference between a traditional approach and a UnConventional?
A JOURNEY INTO THE UNCONVENTIONAL MARKETING
Some of the topics that could be developed during the training are:
TRIBAL MARKETING
Are new tools for developing the consumer loyalty. Maintain a link between consumers by helping them to share their passions, creating value to bond with brands and products and satisfy their need for authenticity. Everything paying attention to everyday gestures and small details, creating relationships and celebrating rites and practices around the brands (one of the most interesting example is the Harley Davidson tribe).
GUERRILLA MARKETING
The guerrilla marketing is a set of methodologies and tactics to "talk" directly to the unconscious of the people, in order to infiltrate new messages and "disturbing" the market without arousing suspicion, remaining below a critical threshold that would make the company vulnerable and traceable (just to name few examples: Red Bull, Lego and Nike guerrilla marketing case histories).
GREEN MARKETING
Can be defined as the search for new marketing techniques and concepts that go beyond traditional models and aims to combine performance objectives with social welfare. Essentially, achieving profit targets without damaging the environment. It is a focus on more responsible marketing and manufacturing practices that produce positive effects on the quality of life of the consumers. Green marketing is the research and dissemination of new ideas, new behaviors and new approaches to the market.
VIRAL MARKETING
Viral marketing is aimed at the creation of products, services or commercial communications that have the propensity to spread spontaneously between people such as viruses.
PURPLE COW MARKETING
There's an exceptionally important 'P' that has to be added to the list of the famous 4 P. It's Purple Cow !
Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff - a lot of brown cows - but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there.
But also buzz marketing, experiential marketing, word of mouth marketing, cool hunting!!!
AGENDA
9:00 - 9:20 From Traditional Marketing to Unconventional Marketing
- Evolution of the Role of the Marketing People - Beyond Marketing
- From Marketing vs. Societing
- The Fundamental Principles of Unconventional Marketing
The 10 principles of unconventional marketing:
9:20 - 10:30 1st Principle: Design the Viral Nature of Brands
2nd Principle: From Target to People
3rd Principle: From Lifestyles to Moments of Life
4th Principle: From Brand Awereness to Brand Affinity
5th Principle: From Brand Image to Brand Reputation
10:30 - 10:45 Coffee break
10:45 - 12:00 6th Principle: From Advertising to Advertainment
7th Principle: From Media Planning to Media Hunting
8th Principle: From Broadcasting to Narrowcasting
9th Principle: From Making Communication to being Communication
10th Principle: F rom Market Position to Sense Providing
12:00 - 12:30 Q&A
12:30 Conclusion
Speakers
Mr. Filippo Garini
Filippo has abundant experiences as marketing consultant, as well as visiting professor of green marketing & sustainable branding in Chinese and international universities. He worked for 20 years in the marketing, product development and trade marketing areas in FMCG companies. He also developed his own successful businesses in the green economy.
• Expert – sales & marketing and green business at EFESO Consulting (www.efeso.com)
• EMBA in business administration
• MSc in International Economics
• Involved in green marketing & green business, corporate strategy consulting projects
• Lecturer for Chinese, American and Italian business school & universities
• Established and managed two green economy companies
• 20 years of marketing, brand management, trade marketing and product development experience within multinational companies
• Business coach & managers personal trainer
www.efeso.com