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Chris M | How would you market alcohol if advertising it is prohibited? |
Hello guys - I've been posited this question for a media assignment and I'm a little stumped. I'm an English student so media is not my strong point and this is for a media-related subsidary. I guess I have to highlight the difference between marketing and advertising, i.e. does an internet viral or artwork on the underground constitute as advertising? What ways can an alcohol brand have any visibility if advertising is banned? Are there any clever alternatives? |
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raosunxine
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Good Question. They want to get you thinking about things other than straight advertisements. Besides that is only the Promotion part of the 4 P's. You still have your Product, placing and Price (free always gets results) to play around with. Okay so Here are some other (specific-sorry I was having fun) options:
1:Word of mouth: get people talking. Maybe offer samples to people who run in highly influential circles. They will tell people. Another group to tap into are the "mavericks" they do what they want and like what they want and don't care who knows it. They carry high influence although most times they do not run in those circles.
2: sponsor appropriate events. Adult ski trips, golf outings, high profile parties.
3: Sponsor a location: Very stable area where you can put up what you want. Ex. Smirnoff sports bar and grill.
4: Pass out shirts and make it a fashion statement: Even celebrities want free shirts! Give a gift packet to those accepting awards at the emmy's, oscars but especially any music award show. Musicians are in the spotlight a little more (actors may have 3 movies a year on average, musicians have 3 videos per quarter! they are always in the spotlight.) and include the shirt. They will eventually wear them out and people will demand them. And it would only be right of you to supply the demand for the shirt with the purchase of your beverage.
Here are some good Ideas. good luck. |
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Casey C
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this project is dated... it's not against the law to advertise alchohol... in fact, it's never been. It was agreed by all companies at one time to limit exposure, but now they do. |
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ejmh795
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You put it on the shelves.
Another way is with promotions (at least in the UK) i.e. "BUY 4 SHOTS OF JACK DANIELS AND GET A FREE T SHIRT!" is not actually advertising Jack Daniels, but rather a T Shirt. |
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Mike H
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Marketing it having the product, promotion, place, and price...from a textbook standpoint, these are called the 4 P's of Marketing. Advertising only fits in the promotion part. To market this product effectively without advertising, you should look into who the intended audience is going to be and go from there...depending on the actual product and the target audience, it could be as simple as having the "Budweiser Girls" show up at various bars around town, to having someone posted at various liquor stores to give away free samples of your product (just like at the grocery store except they usually have food items) or a push marketing strategy where you would monetarily compensate bars, nightclubs, and/or restaurants to promote your products via happy hours, discounted drinks, contests, etc...
I hope this helps. |
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riley
 |
Well, I learned in business classes that "word of mouth" is the best form of advertisement. So there's one form of advertising that can't be prohibited.
Clever alternatives? Maybe having "alcohol-tasting" parties! Like wine-tasting/Tupperware type parties! lol I bet the hosts for these parties wouldn't have any problems getting a full guest lists.
Sorry, that's the best I can do even if it does sound kind of funny. It is sort of funny though, if you picture everyone having these kinds of parties, since they pretty much already do have them.
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wwrawr
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It seems that without the ability to advertise in traditional media sources, the best places to gain visibility would be through prominent placement at the point of sale, whether it is a grocery/liquor store or in a bar. I'm not sure if that would still fall under your definition of advertising. A more "clever" alternative would be to convince (through whatever means available) bartenders to recommend a drink that includes your product and features your brand name in the name of the drink. Lots of people don't know what they want or will ask the bartender's opinion when purchasing their drink and this approach not only boosts sales but also builds the brand name among the customer base and encourages word of mouth marketing. |
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