Approaches

Learn more about our approaches:

_Non-Traditional

Do you target your consumers by their age and gender, when you could be focusing on their lifestyle and behaviors?

Whether you call it non-traditional, grassroots, or viral, this form of advertising can be a highly effective tool for marketers who are struggling to reach their increasingly elusive consumers.

Age and gender aren’t always the most accurate ways to define a target segment. By correlating consumer’s product consumption with their values and lifestyle, we can define them and reach them in ways that were never possible via traditional demographics and tactics.

In an increasingly fragmented media world, non-traditional media allows us to reach consumers at a point when they’re not expecting to receive an advertising message. New technologies such as digital video recorders and video-on-demand have given consumers more control over the traditional mass media they consume. This has forced advertisers to increase their frequency levels in order to remain effective. In contrast, most non-traditional tactics are truly interruptive in nature, and can deliver significant impact from even a single exposure.

As exciting as it is to use, we know that non-traditional media isn’t a silver bullet –. It’s simply one more bullet in a vast arsenal of marketing options, to be used when and where it provides an effective means to accomplish your objectives. It must live up to the same criteria for measurement, audience delivery, and proof of performance as traditional media. More importantly, the impact of non-traditional media must be correctly calculated and incorporated into your overall media strategy.

Limited only by the imagination, a partial listing of non-traditional media opportunities includes:

ATM receipts
Bluetooth proximity
Coffee cups and sleeves
Dry cleaning bags
Gas pumps
In-Flight
In-store advertising (floor graphics, shopping carts, video displays, window clings, etc.)
Interactive jukeboxes
Interactive mobile/text marketing
Mobile billboard or bike advertising
Outdoor static or video projection
Product packaging (pizza boxes, milk cartons, pharmacy bags, etc.)
Stairway graphics
Street teams
Take-out containers
Temporary Tattoos
Word-of-mouth
Wrapped buildings
Wrapped vehicles

Media Specialist

: Peter Infante; Vice President; How can you target your consumers based on their behavior?; Ask Peter

Approaches

Learn more about our approaches:

_Non-Traditional

Do you target your consumers by their age and gender, when you could be focusing on their lifestyle and behaviors?

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Media Specialist