What is alternative marketing?

Alternative marketing encompasses non-traditional methods and strategies that companies use to promote their products/services. These approaches differ from traditional marketing channels such as television, radio, print media, and mainstream digital advertising because alternative marketing focuses on creative, innovative, and sometimes grassroots tactics to reach target audiences in unique ways.

This is marketing that doesn't look like marketing and that is a little different from what you learned in business school.

Types of alternative marketing methods include:

Buzz=Word of Mouth - In this method, consumers naturally or artificially talk about a company's product or service and recommend it. It usually spreads through word of mouth, social media, reviews, and other informal channels. This method is justified because consumers are engaged and enthusiastic about the brand, which leads to increased awareness, credibility, and ultimately sales. As an example of this marketing, we can use the Georgian Mobile Bank lottery, in which the whole of Georgia was involved, since it was possible to complete tasks as a team.

Guerilla Marketing - involves unconventional and often low-budget tactics that aim to create a large impact. It is characterized by creativity, originality, and is often focused on a specific location or event in order to maximize its reach and reach the target audience. For example, flash mobs, street art, and unconventional use of public spaces are examples of this specific marketing (for example, the painting of buildings on Marjanishvili).

Lifestyle Marketing – A strategy that targets consumers’ interests, activities, attitudes, and opinions. A brand’s specific lifestyle or identity that resonates with its target audience. For example, in this method, brands participate in events and activities that are interesting to their target audience. Brands also collaborate with influencers or YouTubers who embody the lifestyle that consumers desire. For example, Red Bull’s marketing leverages places where people often go: for relaxation, entertainment, and socializing. Red Bull reinforces its image as a drink for those seeking an exciting experience.

Product placement - It involves integrating a product or brand into entertainment content, such as movies, TV shows, or music videos - TikTok, YouTube. The goal is to promote the product by showing it in the context of the story. For example, in the new Georgian series - “Changeable Signs” they constantly advertised a tea house through specific stories. Silk Bank is also often mentioned.

In addition, “Kitchen Wars” has been advertising Coca-Cola since its inception. In the TV show "Stranger Things", Eggo waffles play an important role as the favorite food of one of the main characters, Eleven. The repeated appearance of Eggo waffles throughout the series provides a subtle promotion of the brand.

Branded Entertainment –  Integrating a product into entertainment programming so that it is entirely based on a specific story, i.e. the focus is mostly on our product. For example, brand-produced web series, sponsored content on YouTube channels, or branded games and apps. For example, LEGO’s partnership with the Star Wars film franchise led to the creation of LEGO sets based on iconic scenes and characters from the films. This collaboration not only increased LEGO sales, but also strengthened the value for fans, who could relive their favorite Star Wars moments with LEGO bricks.

Experiential Marketing - Focuses on engaging consumers directly through experiences. It aims to create memorable and lasting interactions that build emotional bonds between consumers and brands. For example, pop-up events, interactive relationships, brand activations at festivals or trade shows, and virtual reality experiences. These methods highlight different approaches and strategies that brands can use to build relationships with consumers. Alternative marketing strategies are often chosen because they can generate buzz, integrate with audiences in memorable ways, and potentially reach niche or specific demographics. They rely on creativity, understanding the behavior and preferences of the target audience. 

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