When we talk about ambient marketing, we are referring to a form of non-conventional marketing.
By non-conventional marketing, we mean a set of promotional strategies that use "innovative" communication techniques to present products to the public in an "alternative" way.
Ambient marketing is based on creativity and surprise.
It exploits places and times from everyday life to reach and impress the target audience, also known as target.
In fact, ambient marketing places advertisements in unusual locations that can also be unexpected, to be innovative and original.
Ambient Marketing Strategies
To implement an ambient marketing strategy, it is important to make use of effective means and vehicles for spreading the message to be promoted.
Furthermore, one can follow several steps:
- Spread the advertising message in an original way: the message is conveyed through streets, squares, gardens, museums, means of transport. The goal is to amaze and attract the attention of people in transit;
- Reach the recipient when they least expect it: it becomes an effective strategy because it reaches the consumer unexpectedly;
- Provide the public with a memorable experience: ambient marketing is effective when it manages to turn a promotional action into a viral event, capable of surprising and initiating word-of-mouth.
Ambient marketing does not follow the patterns of traditional advertising; in fact, each ambient marketing initiative is associated with a specific context and the type of people who at any given moment can encounter and have a unique experience.
Examples of Ambient Marketing
Västtrafik - Proud Timetables
During the Göteborg Pride 2017, the Swedish public transportation company supported the tram lines in Göteborg.
They added a bit of color to their lines with their digital billboards featuring rainbow directions.
FASTWEB - Downloaded with Fastweb
In 2014 FASTWEB brought the Christ the Redeemer of Rio de Janeiro to Piazza Dante in Naples.
The initiative has been made known to the creatives of M&C Saatchi Milano.
The creative director, Vincenzo Gasbarro, has created an event that would make real what a broadband telephone company like Fastweb does.
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