Unconventional Marketing Techniques

Transcription

1 Unconventional Marketing Techniques Dr. Doug Ross The opinions of the contributors expressed herein do not necessarily state or reflect those of the International Carwash Association, its directors or employees. Reference herein to any specific commercial products, process, or service by trade name, trademark manufacturer, or otherwise, shall not constitute or imply an endorsement, recommendation, or support by the International Carwash Association. The International Carwash Association makes no warranty, express or implied, nor does it assume any legal liability or responsibility for the accuracy, completeness, or usefulness of any information, product, or process described in these materials. All commentary and information provided by the speakers represents individuals opinion only. The International Carwash Association makes no recommendation or representation regarding such market information and commentary. All such information and commentary is subject to change without prior notice. Any prediction, estimation and projection is not necessarily indicative of future performance and is for reference only. The International Carwash Association will not accept any responsibility or liability of any kind with respect to such information or opinion expressed herein. Investment involves risk. Past performance of any business opportunity is no guide to its future performance. The information or investment opportunities expressed herein may not be suitable for all investors. Before making any investment decision, investors should read and understand the relevant nature, risks, terms and conditions of an investment opportunity and be capable of and wiling to assume the associated risks in light of their own investment objectives, financial circumstances or particular needs and exercise their independent judgment. If needed, investors should seek independent professional advice. 1

2 2 It is the policy of the International Carwash Association to comply with all antitrust and competition laws. The fundamental objective of the antitrust laws is to protect and promote free and fair competition. These laws reflect the belief that a competitive marketplace will enable consumers to obtain the highest quality goods and services at the lowest price. The Association supports the public policies embodied in these laws, and it is the Association's policy to comply fully with them. Thus, out of an abundance of caution, if today's discussion appears to implicate, to any degree, prohibited topics such as pricing, price fixing, market allocation, boycotts, exclusive dealings, resale restrictions or preferential treatment, such discussion shall be terminated immediately. Any questions about the propriety of a discussion should be raised immediately with the Association s legal counsel. The Intro

3 3 1 The Why 3 The How 2 The Cool Ideas 4 The Result 1 The Why

4 4 Why use alternative marketing strategies? Cut through clutter Why use alternative marketing strategies?

5 5 Cut through clutter Why use alternative marketing strategies? Reach difficult segments Budget constraints Cut through clutter Why use alternative marketing strategies? Reach difficult segments

6 6 Budget constraints Cut through clutter Why use alternative marketing strategies? Reach difficult segments Facilitate W-O-M Aspects to Keep in mind

7 7 Aspects to Keep in mind Aspects to Keep in mind

8 8 Aspects to Keep in mind Aspects to Keep in mind

9 9 Aspects to Keep in mind 2 The Cool Ideas

10 10 Big Company, Lots of Money

11 11 Spokes Dudes Trailer

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14 14 Innocent Billboard By Day Ingenious Bug-Killer By Night

15 Small company, Not much Money 15

16 Character Stand-ups 16

17 Frame for child s picture 17 3 The How

18 18 Techniques to develop unconventional tactics Techniques to develop unconventional tactics Alpha Role Play

19 19 Techniques to develop unconventional tactics Forced Relationships Techniques to develop unconventional tactics Heuristic Ideation Technique

20 20 Techniques to develop unconventional tactics Brainstorming Techniques to develop unconventional tactics Readings

21 21 Techniques to develop unconventional tactics Friends 4 The Result

22 22 What: Who:

23 23 When: Where: Limit Distribution

24 24 Why: How:

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