#DSMMCM1314 Submission 2 Task 3: Anti-viability Blog Post

Anti-viability Blog Post

 

Anti-viable marketing techniques	Issues/risks
Guerrilla marketing	Misrepresentation of brand image Misinterpretation by existing/ potential customers Marketing will have to reflect product Some methods can be seen as unethical/illegal.
Freebie and free trial promotions to new clients	Reduces potential income Paying clients unhappy with deal for new clients No guarantee for continued usage after free trial
Proximity marketing	Casts doubt over the legitimacy of product May be classed as spam Potential customers may not have a Bluetooth phone or have it enabled

 

Guerrilla marketing

This technique of creating unconventional advertising would be inappropriate for our service. We’re looking to offer a professional financial advice service; we want to use an approach that would reflect this. This approach may be ineffective towards our target market. The majority of the people that would view the forms of the guerrilla approaches may not want to purchase financial support.

Some forms of guerrilla marketing may affect brand image. Burton Beavan’s clients are expecting a proficient service from them. Therefore if a guerrilla approach is made current customers may question their relationship with the organisation, and potentially change to a more professional company.