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April 14, 2011

Innovative methods of marketing - Live-in Marketing (LIM), Wait marketing, Ambient marketing

Live-in Marketing (LIM) is a term used to describe a variant of marketing and advertising in which the target consumer is allowed to sample or use a brands product in a relaxed atmosphere over a longer period of time. Much like product placement in film and television LIM was developed as a means to reach select target demographics in a non-evasive and much less garish manner than traditional advertising.

Unlike traditional event marketing, LIM suggests that end-users will sample the product or service in a comfortable and relaxed atmosphere. The idea behind this technique is that the end-user will have as positive as possible an interaction with the given brand thereby leading to word-of-mouth communication and potential future purchase.

Wait marketing: On public transport, in the doctors’ waiting room, while downloading a video from the Internet, consumers have proved 2 to 3 times more receptive to advertising than when sitting in front of their television. Wait marketing helps companies turn consumers waiting time into the perfect opportunity to communicate in an innovative and effective way.

When elevator pitch turns transforms itself into a plane pitch. Richard Branson has launched a  Wait Marketing initiative called Pitch TV. Entrepreneurs and marketing managers can promote their business in a 2-minute pitch that will be broadcasted on Virgin Atlantic Airlines flights!

Ambient marketing: may be defined as an activity of the business of creating brand recognition without necessarily pushing its product. The campaign is very often carried out by finding a thing that can be clearly connected with the business and by communicating the thing instead of the business itself.

Examples are messages on the backs of bus tickets, on hanging straps in railway carriages and on the handles of supermarket trolleys. It also includes such techniques as projecting huge images on the sides of buildings, or slogans on the gas bags of hot air balloons.

The marketers have turned a traditional and boring luggage claim belt into a giant roulette wheel at Venice Marco Polo Airport.

Ambient marketing on Internet may be performed in form of placing relevant thing (an image of a stylish shoe in case of shoe retailer) as an avatar published with blog postings, commentaries or on social networks.

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