Marketing Mix: Place and Promotion - UNIT 4 PDF

Marketing mix place and promotion UNIT 4  TODAY'S LESSON BRIEF INTRODUCTION 1. The marketing mix 2. Distribution: Delivering Customer Value 3. Integrated Marketing Communications I: Mass Communications Techniques 4. I...

Marketing mix place and promotion UNIT 4  TODAY'S LESSON BRIEF INTRODUCTION 1. The marketing mix 2. Distribution: Delivering Customer Value 3. Integrated Marketing Communications I: Mass Communications Techniques 4. Integrated Marketing Communications II: Online Communications CASE HISTORY https://youtu.be/BkyaqWYS_MM THE THREE LEVELS OF MARKETING PROCESSES Macroenvironment, microenvironment and internal Analytical marketing: environment Direct and extended competition Market Segmentatione Strategic marketing (STP): Targeting Positioning Product Price Operational marketing (Mix): Place (Distribution) Promotion (Communication) DISTRIBUTION: DELIVERING CUSTOMER VALUE  WHAT IS DISTRIBUTION (PLACE)? Distribution (or place) is the process of making a product or service available for the consumer or business user who needs it. This can be done directly by the producer or service provider or using indirect channels with distributors or intermediaries. 7  DISTRIBUTION Products need to be available in: Channel intermediaries - those organizations that The right facilitate the distribution of products to customers as time well as the needs of their ultimate customers This supply chain is termed a channel of distribution and is the means by which products are moved from the producer to the ultimate customer Gaining access to distribution outlets is not necessarily easy The right The right quantity place  MAIN DISTRIBUTION CHANNEL FUNCTIONS: ESTABLISHING A LINK BETWEEN PRODUCTION AND CONSUMPTION Fundamental functions for carrying out the transaction: Information: the collection and distribution of Fundamental functions to execute the information necessary to plan and facilitate transaction: the exchange Physical distribution: management of Promotion: the creation and dissemination of transport and storage of products persuasive messages about the offer Financing: acquisition and use of financial Contact: Identifying and communicating with resources to ensure coverage of the costs of potential buyers the distribution channel Risk management: assumption of risks Adaptation: organization of the offer to match the needs of the buyer associated with the activities carried out along the canal. Negotiation: Seeking a final price agreement. DISTRIBUTION CHANNELS TO CONSUMER AND BUSINESS  SERVICES CHANNELS Service provider to consumer or business customer Distribution channels for services are usually short, either The close personal relationships between service direct or via an agent providers and customers often means that service supply is direct. Examples include healthcare, office cleaning, accountancy, marketing research and law. Service provider to agent to consumer or business customer A channel intermediary for a service company usually takes the form of an agent. Agents are used when the service provider is geographically distant from customers, and where it is not economical for the provider to establish its own local sales team. Examples include insurance, travel, secretarial and theatrical agents.  CHANNEL STRATEGY AND MANAGEMENT Channel strategy decisions involve: Channel management decisions involve the: the selection of the most effective distribution selection channel motivation the most appropriate level of distribution intensity training the degree of channel integration evaluation of channel members managing conflict between producers and channel Once the key channel strategy decisions have been members made, effective implementation is required  CHANNEL STRATEGY Channel strategy Channel selection Distribution intensity Channel integration Conventional Market factors Intensive marketing channels Producer factors Selective Franchising Competitive factors Exclusive Channel ownership  CHANNEL SELECTION Market Producer factors factors Product factors Competitive factors Channel selection  DISTRIBUTION INTENSITY Intensive distribution aims to provide saturation coverage of the market Selective distribution enables market coverage to be achieved. A producer uses a limited number of outlets in a geographical area to sell products Exclusive distribution is an extreme form of selective distribution in which only one wholesaler, retailer, or business-to-business distributor is used in a particular geographic area Fahy & Jobber, “Foundations of Marketing”, Seventh Edition INTEGRATED MARKETING COMMUNICATIONS The system by which companies' co-ordinate their marketing communications tools to deliver a clear, consistent, credible, and competitive message about the organization and its products. The application of this concept of integrated marketing communications can lead to improved consistency and clearer positioning of companies and their brands in the minds of consumers. Traditionally, marketers were heavy users of mass communications techniques such as television advertising, sales promotions, public relations or sponsorship, and these kinds of techniques will be the focus of this chapter. Today many organizations prioritise direct and online communications techniques such as search and display advertising, email marketing and social media activities, A DEFINITION 1. Coordinate various promotional elements and other marketing OFAmerican IMCAssociation of activities that communicate with firm’s customers. Advertising Agencies (the 4As): 2. Recognize added value of a comprehensive plan that: a strategic business process used to Evaluates the strategic roles plan, develop, execute and evaluate of a variety of coordinated, measurable, persuasive communication disciplines. brand communications programs over Combines the disciplines to time with consumers, customers, provide clarity, consistency, prospects, employees, associates and and maximum other targeted relevant external and communications impact. internal audiences. The goal is to generate both short- term financial 3. Ensures all marketing and returns and build long-term brand and promotional activities project a shareholder value consistent, unified image.  STAGES IN DEVELOPING AN INTEGRATED COMMUNICATIONS CAMPAIGN "IT'S IMPOSSIBLE NOT TO COMMUNICATE" (PAUL WATZLAWICK) A MODEL OF THE COMMUNICATION PROCESS Sender’s field receiver’s field of experience of experience Source Message Encoding Decoding Receiver Sender Channel Noise Feedback Response  02 1. Sender: Person or organization that has information to share with another person or fundamental group of people elements 2. Receiver: Person with whom sender shares Commu- thoughts or information. 1. Message: 02 Contains information or meaning the source essential nication tools hopes to convey. Includes content, structure, and design. 2. Channel: Facilitates communication between sender Process 9 elements main 04 functions and receiver. Nonpersonal channel or mass media. Personal channel or direct communication between two or more persons. 1. Encoding: Putting thoughts, ideas, or information into symbolic form. 01 1. Noise: Unplanned 2. Decoding: Transforming sender’s message into distortion in the unplanned thought. communication 3. Response: Receiver’s set of reactions after seeing, process. bias hearing, or reading the message. 4. Feedback: Receiver’s response that is communicated back to the sender. YOU WILL TALK IN A SPEECH IN THE NEXT LESSONS ABOUT THE RESPONSE PROCESS COMMUNICATIONS OBJECTIVES AND BUDGET IMC TOOLS: PROMOTIONAL MIX Tools that accomplish an organization’s communication objectives. the Promoti- One way onal Mix Elements of Two ways  THE PROMOTIONAL MIX The following five considerations will have a major impact on the choice of the promotional mix: Resource availability and the cost of promotional tools Market size and concentration Customer information needs Product characteristics Push versus pull strategies PROMOTIONAL STRATEGIES: PUSH OR PULL? Pull (Advertising, PR, Internet) (Above the line) Company Distribution Consumer Push (Sales promotion, Personal selling) (Below the line) PROMOTIONAL STRATEGIES: PURCHASING PROCESS Personal selling promotional expenses Bilboards Fidelity card Stickers Effectiveness of Multimedia Events presentation Events Email Workshops Presentations … Brochures and Direct messages leaflets Community relationship Sales Promotion Business cards Advertising and PR Awareness Knowledge Convintion Purchase Re-purchase PROMOTIONAL STRATEGIES: PRODUCT LIFE CYCLE Brand superiority, consumer preferences Sales Promotion Personal selling Consumer education on product features and benefits, consumer awareness Advertising Brand image, and PR consumer loyalty Introduction Growth Maturity Decline Time Product life cycle stages METAPHOR: HOW TO ADVERTISE AT THE BUS STOP? https://youtu.be/-mQZqKLiMIg  ADVERTISING Any paid form of nonpersonal communication: Benefits of Advertising About an organization, product, or service. Most cost-effective way to reach large numbers of With an idea from identified sponsor. consumers. The nonpersonal component: Television. Involves mass media. Builds brand equity by influencing consumers’ perceptions. Message transmitted to large groups of individuals. No opportunity for immediate feedback. Can advertise to consumers, businesses, or to stimulate demand. https://youtu.be/X5rx4m2DL-A  1. DIRECT MARKETING Communicating directly with target customers to Involves: generate a response and/or transaction. Database management. Increased use due to rapid growth of mobile devices Direct selling. to access the Internet. Telemarketing. Companies use omnichannel retailing. Direct-response advertising. Extensive databases of customer names and Encourages consumer to purchase directly from the information. manufacturer. Through direct mail, online, and various broadcast and print media.  DIGITAL/INTERNET MARKETING Interactive media: Advantages of Digital/Internet Marketing Allow users to participate in and modify the form and Interactive nature. content of information they receive in real time. Capability to precisely measure the effects of advertising and Social media: other forms of promotion. Online means of communication and interactions used to create, share, and exchange content. Mobile marketing: Messages delivered are specific to consumer’s location or consumption situation. https://youtu.be/X5rx4m2DL-A  SALES PROMOTION Marketing activities that provide extra value or Categories: incentives to the: Consumer-oriented. Sales force. Trade-oriented. Distributors. Reasons for Increased Emphasis of Sales Promotion Ultimate consumer. Declining brand loyalty. Aids in stimulating immediate sales. Increased consumer sensitivity to promotional deals. Retailers’ demand for more trade promotion support from vendors.  PUBLICITY/PUBLIC RELATIONS Nonpersonal communications Evaluates public attitudes. regarding an organization, product, Identifies policies and procedures of an service, or idea not directly paid for or individual or organization with the public run under identified sponsorship. interest. Advantages: Goal is to establish and maintain positive High credibility and low cost. image among various publics. Disadvantages: Not always under the control of an organization. Negative stories are highly damaging. https://youtu.be/X5rx4m2DL-A  PERSONAL SELLING Person-to-person communication in Allows seller to tailor messages to which seller attempts to assist and/or customer’s specific needs or situation. persuade prospective buyers to: Involves immediate and precise feedback. Purchase a company’s product. Act on an idea. NONTRADITIONAL SUPPORT MEDIA PRODUCT PLACE- MENT The term product placement refers to those communication activities through which the placement of a product or brand within books, films, video games, events and television formats is presented and carried out, for an economic consideration. UNCONVENTIONAL MARKETING WHEN MARKETING STARTS FROM EXPERIENCES Nontraditional method of marketing. Ambient (&Street). Ambush. Stealth. Buzz. Guerrilla marketing. Viral marketing. UNCONVENTIONAL WAY WIKIPEDIA SAYS: By unconventional marketing we mean a set of promotional strategies which, in order to cope with the loss of persuasive power on the part of traditional marketing, makes use of "innovative" communication techniques to present products to the public in an "alternative" way.  WHY? It is an opportunity to differentiate It allows you to reach a very large audience in a short period of time It has more credibility: Messages come with approval and support from friends It has lower costs and leads to a better return on investment Engagement is created and helps build an emotional bond with the brand. Turn Consumption into a Social Experience 76% of customer think that advertising lies  HOW? Tell a story Surprise the audience Create an emotion Get people involved Make sequels Creativity, Social Media, Virality, Co-creation, Empathy, Entertainment… all useful stuff. ORTHODOXY ALARM: THE TUB IS FULL SHARE OF VOICE HAS BECOME SHARE OF NOISE A WORD OF MOUTH UNDER STEROIDS thanks to the internet PEOPLE HAVE AN AUDIENCE! ANYONE CAN POST ANYTHING + UNCENSORED = NO CONTROL AMBIENT ADVERTIS ING Installations Ambient advertising means any type of communication conveyed outside the home (outdoor and indoor) through unconventional means. The goal is to conquer what could be called "moments of life", as opposed to the classic "lifestyles" typical of traditional marketing. AMBUSH MARKETI NGcoat-tail Ambush marketing – also known as coat-tail marketing or predatory ambushing – is the practice of hijacking or coopting another advertiser’s campaign to raise awareness of another company or brand, often in the context of event sponsorships. STEALTH MARKETI NGundercovered Stealth marketing is advertising something to a person, without them realising they're being marketed to. Ad spies and leaners are actors hired to get people buying or discussing featured products. Other types are similar ti product placement. BUZZ MARKETI NGcreate a hype Buzz Marketing is the practice of creating an excitement among the users and the consumers about a particular product, service, brand or the company. GUERR- ILLA MKTG Action and temporariness "Guerrilla marketing" indicates “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money”. Guerrilla is a more or less aggressive incursion into a space or event, and its purpose is to draw attention to something - social cause, brand, product - and possibly generate visibility. VIRAL MARKETI NG consumer as a vehicle The expression "viral marketing" denotes any strategy that stimulates and encourages individuals to transmit to others and to spread a marketing message, generating the potential for an exponential growth in both the notoriety and the influence of the message itself. The use of the consumer as a vehicle for spreading the message refers to word of mouth. AND REMEMBER YOU CAN'T CONTROL WORD OF MOUTH... YOU CAN ONLY INFLUENCE IT. DO YOU HAVE (NOW) ANY QUESTIONS? Feel free to make this an open discussion for questions or clarifications before proceeding. https://youtu.be/ZHgfp83k-10 https://youtu.be/SI-rsong4xs WATCH THIS VIDEO The Winner of the Best Jobs in the World 2 - The Finalist Week https://youtu.be/DCctZvy0WVA SUMMARY TODAY'S CLASS OF 01 02 03 04 RECAP 1 RECAP 2 RECAP 3 RECAP 4 Distribution (or place) Channel strategy A wide variety of IMC is a strategic is the process of involves three key promotional tools business process used making a product or decisions: channel are available to the to plan, develop, execute service available for selection, marketer and evaluate the consumer or distribution coordinated, business user who intensity and It is necessary to measurable, persuasive needs it. This can be channel adopt an brand communications done directly by the integration. These integrated programs over time with producer or service decisions must be approach to consumers, customers, provider or using made in line with marketing prospects, employees, indirect channels with the firm’s overall communications associates and other distributors or marketing strategy. targeted relevant intermediaries external and internal audiences. THANK YOU FOR JOINING TODAY'S CLASS. USEFUL INSIGHTS More infos on CHANNEL ORGANIZATION  PRODUCER DIRECT TO CONSUMER This option may be attractive to producers because it cuts out distributors’ profit margins Direct selling between producer and consumer has long been a feature of the marketing of many products ranging from the sale of fruit in local markets to the sale of cosmetics produced by companies like Avon or Mary Kay In the past 20 years or so, the internet has been the great new direct distribution medium for products ranging from books to air travel to clothing This has had huge implications for traditional retailers like bookshops, travel agents and clothing shops, Dutch company Jumbo’s Pick Up Points Service offers many of whom have suffered falling sales or have customers the convenience of ordering online and ceased trading collecting groceries at a time that suits them  ADDITIONAL FORMS OF DISTRIBUTION Producer to retailer to consumer Retailers provide the basic service of enabling consumers to view a wide assortment of products under one roof, while manufacturers continue to gain economies of scale from the bulk production of a limited number of items Producer to wholesaler to retailer to consumer The use of wholesalers makes economic sense for small retailers (e.g. small grocery or furniture shops) with limited order quantities Wholesalers can buy in bulk from producers, and sell smaller quantities to numerous retailers (this is known as ‘breaking bulk’) Producer to agent to wholesaler to retailer to consumer A long channel sometimes used by companies entering foreign markets, which may delegate the task of selling the product to an agent (who does not take title to the goods) The agent contacts local wholesalers (or retailers) and receives a commission on sales  BUSINESS-TO-BUSINESS CHANNELS Producer to business customer Supplying business customers direct is common practice for expensive business-to-business products such as gas turbines, diesel locomotives and aero-engines There needs to be close liaison between supplier and customer to co-create products and solve technical problems, and the size of the order makes direct selling and distribution economic Producer to agent to business customer Instead of selling to business customers using their own sales force, a business-to-business goods company could employ the services of an agent, who may sell a range of goods from several suppliers (on a commission basis) This spreads selling costs and may be attractive to those companies that lack the reserves to set up their own sales operations The disadvantage is that there is little control over the agent, who is unlikely to devote the same amount of time to selling these products as a dedicated sales team  BUSINESS-TO-BUSINESS CHANNELS Producer to distributor to business customer For less expensive, more frequently bought business-to-business products, distributors are used; these may have both internal and field sales staff Internal staff deal with customer-generated enquiries and order placing, order follow-up (often using the telephone) and check inventory levels. External sales staff are more proactive; their practical responsibilities are to find new customers, get products specified, distribute catalogues and gather market information The advantage to customers of using distributors is that they can buy small quantities locally Producer to agent to distributor to business customer Where business customers prefer to call upon distributors, the agent’s job will require selling into these intermediaries The reason why a producer may employ an agent rather than a dedicated sales force is usually cost-based  CHANNEL INTEGRATION Channel integration can range from conventional marketing channels comprising an independent producer and channel intermediaries through a franchise operation to channel ownership by a producer Conventional marketing channels - The producer has little or no control over channel intermediaries because of their independence Franchising - A franchise agreement provides a contractual vertical marketing system Channel ownership - brings with it total control over distributor activities and this establishes a corporate vertical marketing system  CHANNEL ORGANIZATION A distribution channel is made up of a group of connected companies which depend on each other in carrying out their business and which cooperate towards a common goal. All operators should cooperate in order to secure satisfactory margins; sometimes, however, individual corporate interests are found within the distribution channels which are called channel conflicts. The conflict can be: horizontal, between companies at the same level of the channel (e.g. trader who complains that the other traders, being more aggressive, steal sales from him) vertical, between different levels of the same channel (pharmaceutical sector has large wholesalers and negotiating power).  CONVENTIONAL DISTRIBUTION CHANNELS One or more independent channel members They lack leadership and power They are often not efficient or effective  VERTICAL MARKETING SYSTEMS A vertical marketing system consists of a manufacturer, one or more wholesale and retail firms that act as if they were a single system They are contractual or governed by force or leadership: the constitution of the system is by a specific member of the channel, who obtains the cooperation of others through acquisition of control, affiliation or other manifestations of market power Enterprise SVM: Direct Deployment Contractual SVM: concession, franchise Administered SVM: in the coordination of activities, the ability to influence (power) of one of the parties occurs 80 CONVENTIONAL CHANNELS AND VERTICAL SYSTEMS  CHANNEL BEHAVIOR AND ORGANIZATION The stages of production and distribution are all traced back to a single company “Corporate” vertical marketing systems Example Zara, Luxottica  CHANNEL BEHAVIOR AND ORGANIZATION It is made up of independent companies at different levels of production and “Contractual” vertical marketing systems distribution who are linked to each other by contract: Franchising is the most popular Manufacturer-sponsored retailer franchise system Manufacturer-sponsored wholesaler franchise system Service-firm-sponsored retailer franchise system  CHANNEL BEHAVIOR AND ORGANIZATION Dominance is not dictated by ownership or contracts, but by the size and power of one “Administered” vertical marketing systems of the channel members It can be a producer but also a distributor More infos on MEDIA MIX  TELEVISION PROS AND CONS Advantages Limitations Excellent creativity and impact. Costs. High coverage and more cost-effectiveness. Lack of selectivity. High captivity and attention. Fleeting message. Selectivity and flexibility. Clutter. Limited viewer attention (Zipping & Zapping) Distrust and negative evaluation  RADIO PROS AND CONS Advantages Limitations Cost and efficiency. Creative limitations. Receptivity. Fragmentation. Selectivity. Difficult buying procedures. Flexibility. Limited research data. Mental imagery. Image transfer: Images of a Limited listener attention. TV commercial implanted into a radio spot. Competition from digital media. Integrated marketing opportunities. Clutter.  MAGAZINE PROS AND CONS Advantages Limitations Selectivity: Ability to reach a specific target Costs. audience. Limited reach and frequency. Reproduction quality. Long lead time. Creative flexibility. Clutter and competition. Permanence. Prestige. Consumer receptivity and engagement. Services.  NEWSPAPER PROS AND CONS Advantages Limitations Market penetration. Poor reproduction. Flexibility. Short life span. Geographic selectivity. Lack of selectivity. Reader involvement and acceptance. Clutter. Services offered.  Advantages PR PROS AND CONS Cost-effective way to reach the market. Highly targeted way to conduct PR. Disadvantages Endorsements by independent third parties. Lack of control over media. Achieves credibility. Difficult to tie in slogans or other advertising devices. Makes advertising messages more credible. Media time and space are not guaranteed. Breaks through the clutter. No standards for effective measurement. Circumvents resistance to sales efforts. Media involvement among consumers. Can influence opinion leaders and trendsetters. Can improve ROI.  PUBLICITY PROS AND CONS Advantages Disadvantages Substantial credibility. Lack of control. News value. Timing. Significant word-of-mouth. Accuracy. Perception of media endorsement.  DM PROS AND CONS Advantages Disadvantages Selective reach. Image factors Segmentation capabilities. Accuracy. Frequency. Content support. Testing. Rising costs. Timing. Do Not Call lists. Personalization. Costs. Measures of effectiveness.  SALES PROMOTIONS PROS AND CONS Advantages Generate Immediate Sale Disadvantages Keeping Competitors on Their Toes It Has Short Lifespan Production of measurable Results Loss of Brand Equity Support from Distribution Channel May Attract Wrong Customers Easy to design and Implement Distributors May Not Be Willing to Accept Helps Reduce Inventory Create the Wrong Impression Customer Database Building Product Image Crises Strengthens Customer Involvement and Could Become Addictive Loyalty Customer Apathy Useful in New Product Launch  INTERNET PROS AND CONS Advantages Target marketing. Disadvantages Message tailoring. Measurement problems. Interactive capabilities. Clutter. Information access. Potential for deception. Sales potential. Privacy. Creativity Irritation. Exposure Speed. Complement to IMC. Timeliness.  OUTDOOR PROS AND CONS Advantages Wide coverage of local markets. Disadvantages Frequency Waste coverage. Geographic flexibility. Limited message capabilities. Creativity Wearout. Ability to create awareness. Cost Efficiency. Measurement problems. Effectiveness. Image problems. Production capabilities. Timeliness. More examples of GUERRILLA MARKETING TEN 1. “Make them Play” 2. “Think NOW!” 3. “Think up side down” RULES The task of the advertising guerrilla is to hit 4. “Think Emotionally” 5. “Think Mob” the target in an original way, to do this 6. “Think Trasgressive” essential is the ability to observe the 7. “Think exaggerate” phenomena that surround it. In fact, if analyzed carefully, guerrilla marketing has a 8. “Show the Effect” communication strategy that is not settled but which requires constant and dynamic 9. “State a problem” creativity, not only in the language to be 10. “Show it” used but also in the means it can exploit.  The world largest “MAKE THEM PLAY” bouncing balls Company: Carnival Cruises Lines, Agency: Arnold Worldwide. Dallas 31.12.2008. The idea was to bring the spirit of the holiday of fun back to busy citizens troubled by everyday life, by letting passersby play with giant and colorful beach balls, which fell directly from the sky. http://www.youtube.com/watch?v=T EqKyY9Hsb4  travel agency Giller “THINK NOW!” colse Munich, winter 2005/2006, a particularly rigid season compared to past years. The Giller travel agency took the opportunity to promote its offers. The goal of the promotion, carried out by the Serviceplan agency, was to stimulate passers-by the desire for sunny, warm destinations, while promoting low cost offers.  Cama na Rua. Morning Energy S. Paulo “THINK UP SIDE DOWN” The guerrilla action was designed to promote Clean & Clear's new "Morning Energy" cleanser for teenagers. Five beds, each with a girl who blissfully slept on top, walked the streets of some Brazilian cities. The mobile beds ended their journey in front of major educational establishments, where young girls would wake up yawning as if they were in their room. http://www.youtube.com/watch?v=os CtqgGOn9s “THINK EMOTIONALLY” Match.com “Don't wait for the love of your life. Find him on Match.com" Company: Match.co Agency: unknown Barcelona, Spain November 2005 “THINK MOB” The T-Mobile Dance Perfect Flashmob for T-Mobile who improvised a gigantic performance in the crowded Liverpool Street Station in London on January 15, 2009. The buzz and viral effect was enormous, with spoofs, parodies, videos, imitations all over the world http://www.youtube.com/watch?v=V Q3d3KigPQM “THINK TRASGRESSIVE” Tourism Queensland – Flasher Stunt Melbourne and Sidney autumn 2008 The goal of the campaign was to make the Australian state of Queesland the number one choice for Australian winter holidays.  Toyota IQ Vertical “THINK EXAGGERATE” Company Toyota Agency Dentsu The advertising agency Dentsu decided to use the side wall of a building as a stage for a performance where actors walked or danced on the side facade bizarrely set as if it were a normal city street, obviously with a Toyota IQ parked vertically. https://www.adsoftheworld.com/me dia/ambient/toyota_vertical “SHOW THE EFFECT” “Prejudice is one of the worst side-effect” In Copenhagen, the Aid Agency carried out a guerrilla campaign in 2007 to denounce the problem of social exclusion of HIV-positive people. “STATE PROBLEM AND PROVIDE SOLUTION” Taxi reminder The purpose of this stickering action, carried out in Dunedin, New Zealand, was to remind motorists of the dangers of drunk driving. Client: Dunedin Taxi Leith Street, Dunedin, New Zealand Target- Audience: Drivers after visiting a venue. Cost: 51 cents per car. (1 cent sticker plus 50 cents of the coin) “SHOW IT” Philips Shaver The Hair Hunt in Sao Paulo in Brazil in March 2007 a gigantic Philips Shaver surreally chased a huge cloth through the streets of the city. The bizarre action drew the press spawned virals and a huge word of mouth. http://www.youtube.com/watch?v=im 2WLSJ0LFw Each story tries to be shared If it doesn't spread, it's dead (H. Jenkins)  Do something that really interests me Do something fun, believable, and memorable Do something that they can easily talk to others about Tell me something that's true so I can't seem like a liar TELL ME SOMETHING THAT MAKES MY CONVERSATION MORE INTERESTING  Do something that really interests me https://www.youtube.com/watch?v=3iIkOi3srLo  Do something fun, believable, and memorable http://www.youtube.com/watch?v=-9Wn9FbF9RU  Do something that they can easily talk to others about https://www.youtube.com/watch?v=yIutgtzwhAc  Tell me something that's true so I can't seem like a liar https://www.youtube.com/watch?v=fADyZ2NL-xY