Non-Traditional Marketing is all about exploring

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Using Non-Traditional Media

• A Talk By
• Jan Dexter Chee Ah, MBA
• BusinessWorld Forum
• June 27, 2007

2
Traditional Marketing

• Class A Research
• Wide Marketing Scope
• Extensive Use of Tri-Media
• Systematic Approach
• Celebrity Endorsements
• Money is Might

3
Non-Trad Marketing

• TIGHT BUDGET
• Quick and Dirty Research
• Niche Marketing
• Non-Traditional or Below-the-line
• Tri-Media (used creatively)
• Out-Of-The-Box Thinking

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Non-Trad Marketing

• Limitations
• Media options
• Frequencies
• Scope
• but Limited Budget
• NOT Limited Results

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Non-Traditional Mktg. (NTM)

• Non-Traditional Marketing is all about exploring,
  familiarizing and mastering the vast array of
  marketing tools to achieve desired results under
  a restricted budget.

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Non-Traditional Mktg. (NTM)

• AN OVERVIEW
• I. MINI-MEDIA
• Prospecting Tools, Direct Mktg, Personal
  Selling
• II. MAXI-MEDIA
• TV, Radio, Print Ads
• III. NON-MEDIA
• Events, Sampling, Demos, P.R., Trade Shows,
  In-Store Merchandising, etc

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Endless Options

• Outdoor Signs, Yellow Pages Ads, Indoor Posters,
  Displays, Fairs, Flea Markets, Special Events,
  Searchlights, Seminars, Workshops, Merchandising
  Materials, Demos, Consultations, Sales
  Presentations, Postcards, Mall Booths, Door
  Hangers, Sales Reps, Hours of Operations, Credit
  Card Tie-ups, Financing Schemes, Toll-Free
  Numbers, Credibility, Reference or Testimonies
  from Satisfied Users, Billboards, Community
  Involvement, Club Memberships, Sponsorships,
  Refreshments, Books and Articles, Gift
  Certificates, Service, Follow-Ups, Smiles!!!
• AND THE LIST GOES ON AND ON!!!

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Three Essential Principles 1. Marketing is NOT
Advertising.
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2. Observe Minimum Requirements of
Non-Traditional Marketing

• Good Product
• Good Brand
  (3 Cs of Brand Position)
• Good Strategy
• There are no right tactics under a wrong
  strategy J.D. Chee
• 4. Good Leader
• - committed, creative and disciplined

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3. S.E.E. the Way

• The 3 most important questions an entrepreneur
  should ask about his marketing program

1. Which tools best fit my needs?
SMART
Can I afford it? Can I justify using it?
2.
EFFICIENT
Can I do it well and get the results that I need?
3.
EFFECTIVE
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• How To Beat The Giants

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David and Goliath

• Your greatest strength is speed and flexibility
  use it. (MYX, Jollibee)
• Be willing to use seemingly harmless NTM tools.
  (C2 and the Ice Tea Craze)
• Exercise business judo. (Sun Cell)
• Always aim for the bulls eye. (Splash)
• Tap the higher power. (Hapee)

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Toolbox 1 Creative Use of Prospecting Tools

• Marketing on Day One Finding Your First
  Customers
• How To Use These Little Tools with Genius
• The P-Tool Spectrum
• Uninvolved Involved
• Cold Hot
• Clueless Serious

Sign Flyers Website Brochure Catalogue
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P-Tools

• Is It For You?
• You have a physical store where you and your
  products can be accessed.
• Newly opened businesses or branch.
• Reminders for existing establishments and their
  products.
• Promotions or new offerings are on limited time
  only.
• Trade shows and exhibits.

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Endless Options

• Outdoor Signs, Yellow Pages Ads, Indoor Posters,
  Displays, Fairs, Flea Markets, Special Events,
  Searchlights, Seminars, Workshops, Merchandising
  Materials, Demos, Consultations, Sales
  Presentations, Postcards, Mall Booths, Door
  Hangers, Sales Reps, Hours of Operations, Credit
  Card Tie-ups, Financing Schemes, Toll-Free
  Numbers, Credibility, Reference or Testimonies
  from Satisfied Users, Billboards, Community
  Involvement, Club Memberships, Sponsorships,
  Refreshments, Books and Articles, Gift
  Certificates, Service, Follow-Ups, Smiles!!!
• AND THE LIST GOES ON AND ON!!!

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Criteria For Tool Selection

• 1. Values/Principle
• Does it violate my personal beliefs?
• 2. Business Image
• Does it strengthen or ruin my biz image?
• 3. Brand Position
• Is it consistent with my brand position?
• Does it promote my brands USP?
• 4. Strategy and Goals
• Will it help the company achieve its goals?
• Is it aligned with our overall strategy?
• Target Audience
• Does my message address the needs of my PTM?

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Creative Marketing Criteria

• Nature of Product
• Does my creative idea have anything to do with
  the product?
• Is it compatible with the nature of my
  product?
• 7. Capabilities
• Can I and my team do it well?
• 8. Resources
• Do I have the time, money and effort this
  creative plan requires?
• 9. Situation
• Is my idea relevant with the times?
• Does it respond favorably to external factors
  like competitive moves and social concerns?

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Creative Fit ScorecardTool_________
______
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Final Thoughts on Creativity

• Creativity is not creative
• UNLESS it sells!!!
• Discipline is needed for
• creativity to work.
• Success lies between Creativity
• AND Discipline.