Le marketing non conventionnel représente un ensemble d’approches alternatives tendant à renouvel... more Le marketing non conventionnel représente un ensemble d’approches alternatives tendant à renouveler la com- munication des entreprises et des organisations. Dans cet ensemble, les actions dites de street marketing semblent particulièrement adaptées pour toucher une cible précise de consommateurs lors de leurs déplacements urbains. Cependant, ces actions de marketing de rue confrontent les agences et les annonceurs à un risque inédit, la mobilisation du bien commun à des fins de communication n’étant pas sans poser des problèmes règlementaires. Sur la base d’une recherche menée avec 8 annonceurs et 10 agences, cet article met en évidence les pratiques transgressives des entreprises face à la réglementation française, articule les trois grandes dimensions d’une décision de transgression pour agences et annonceurs et détaille les façons de contourner la règle et/ou de gérer la transgression à la règle.
Street marketing as an unconventional marketing approach has rapidly evolved over the last three ... more Street marketing as an unconventional marketing approach has rapidly evolved over the last three decades. We describe how street marketing has transformed during this period – from «sandwich men» to samples distribution during the 80s to the creation of «events» in the street today. Then, we suggest how street marketing will evolve going forward (following the trend of Service Dominant Logic). Specifically, we posit that the street will not merely be a medium of communication, but could become essential «material» of street marketing. We provide examples of how we expect this transformation.
Beginning in the late 1940s the application of psychoanalytic theory and tools to marketing conce... more Beginning in the late 1940s the application of psychoanalytic theory and tools to marketing concerns yielded seminal concepts that defined and elaborated the brand image, consumption symbolism, and consumer motivation, among others. The focus was commonly on the deeper-level meanings that individuals derive from their consumption activities and aspirations. To date very little work has relied on psychoanalytic analyses of group behavior in marketing contexts, either groups of consumers or teams of marketing managers. This article speaks to this gap in the literature and centers around three case studies that employ a proprietary methodology to psychoanalyze a brand’s founder, and discover how biographical traumas and secrets create invisible phantom effects that spill over into the collective unconscious of the brand’s marketing team, often with negative consequences.
The term unconventional marketing refers to a set of alternative approaches for organizations to ... more The term unconventional marketing refers to a set of alternative approaches for organizations to carry out communications strategies. Among these approaches, street marketing is particularly suited to targeting consumers as they navigate urban areas. However, engaging in street marketing can also expose advertising agencies and their clients to the potential risk of legal entanglements concerning the utilization of common goods for matters of marketing communication. Based on a study conducted with ten agencies and five advertisers, this article highlights how companies attempt to circumvent the law, revealing three major elements that agencies and advertisers mobilize while making the decision to do so, as well as details of how they get around the rules and manage the risks and costs of breaking them.
The Routledge Companion to the Future of Marketing, 2010
The idea of unconventional marketing appeared in the 1980s, when marketing was undergoing what ha... more The idea of unconventional marketing appeared in the 1980s, when marketing was undergoing what has been called its "midlife crisis" . To get out of this crisis of efficiency, marketing actors had to find new methods that broke with those dominating the textbooks at the time. Relational marketing presented itself as a viable alternative and came to be part of the new marketing paradigm. Nevertheless, other alternative approaches also sought to address this midlife crisis by breaking with certain conventions of the field. Guerilla marketing in particular has opened the way for numerous unconventional marketing approaches, which we will synthesize in the first part of this chapter. What we call unconventional marketing is concentrated in a space where the majority of marking work takes place: the street. These approaches go beyond the home/point-of-sale dichotomy that has long structured mainstream marketing, as we will see in the second part. Today, a central convention of marketing which inheres in the economy itself -that of the separation of the production and consumption spheres -is rapidly breaking down. The removal of this frontier between producer and consumer has made possible the development of unconventional marketing based on collaboration between producers and consumers, as we will see in the third part. Our historical approach to these developments provides a context for examining several decades of evolution of unconventional marketing approaches.
Street marketing as an unconventional marketing approach has rapidly evolved over the last three ... more Street marketing as an unconventional marketing approach has rapidly evolved over the last three decades. We describe how street marketing has transformed during this period -from «sandwich men» to samples distribution during the 80s to the creation of «events» in the street today. Then, we suggest how street marketing will evolve going forward (following the trend of Service Dominant Logic). Specifically, we posit that the street will not merely be a medium of communication, but could become essential «material» of street marketing. We provide examples of how we expect this transformation.
Le marketing non conventionnel représente un ensemble d’approches alternatives tendant à renouvel... more Le marketing non conventionnel représente un ensemble d’approches alternatives tendant à renouveler la com- munication des entreprises et des organisations. Dans cet ensemble, les actions dites de street marketing semblent particulièrement adaptées pour toucher une cible précise de consommateurs lors de leurs déplacements urbains. Cependant, ces actions de marketing de rue confrontent les agences et les annonceurs à un risque inédit, la mobilisation du bien commun à des fins de communication n’étant pas sans poser des problèmes règlementaires. Sur la base d’une recherche menée avec 8 annonceurs et 10 agences, cet article met en évidence les pratiques transgressives des entreprises face à la réglementation française, articule les trois grandes dimensions d’une décision de transgression pour agences et annonceurs et détaille les façons de contourner la règle et/ou de gérer la transgression à la règle.
Street marketing as an unconventional marketing approach has rapidly evolved over the last three ... more Street marketing as an unconventional marketing approach has rapidly evolved over the last three decades. We describe how street marketing has transformed during this period – from «sandwich men» to samples distribution during the 80s to the creation of «events» in the street today. Then, we suggest how street marketing will evolve going forward (following the trend of Service Dominant Logic). Specifically, we posit that the street will not merely be a medium of communication, but could become essential «material» of street marketing. We provide examples of how we expect this transformation.
Beginning in the late 1940s the application of psychoanalytic theory and tools to marketing conce... more Beginning in the late 1940s the application of psychoanalytic theory and tools to marketing concerns yielded seminal concepts that defined and elaborated the brand image, consumption symbolism, and consumer motivation, among others. The focus was commonly on the deeper-level meanings that individuals derive from their consumption activities and aspirations. To date very little work has relied on psychoanalytic analyses of group behavior in marketing contexts, either groups of consumers or teams of marketing managers. This article speaks to this gap in the literature and centers around three case studies that employ a proprietary methodology to psychoanalyze a brand’s founder, and discover how biographical traumas and secrets create invisible phantom effects that spill over into the collective unconscious of the brand’s marketing team, often with negative consequences.
The term unconventional marketing refers to a set of alternative approaches for organizations to ... more The term unconventional marketing refers to a set of alternative approaches for organizations to carry out communications strategies. Among these approaches, street marketing is particularly suited to targeting consumers as they navigate urban areas. However, engaging in street marketing can also expose advertising agencies and their clients to the potential risk of legal entanglements concerning the utilization of common goods for matters of marketing communication. Based on a study conducted with ten agencies and five advertisers, this article highlights how companies attempt to circumvent the law, revealing three major elements that agencies and advertisers mobilize while making the decision to do so, as well as details of how they get around the rules and manage the risks and costs of breaking them.
The Routledge Companion to the Future of Marketing, 2010
The idea of unconventional marketing appeared in the 1980s, when marketing was undergoing what ha... more The idea of unconventional marketing appeared in the 1980s, when marketing was undergoing what has been called its "midlife crisis" . To get out of this crisis of efficiency, marketing actors had to find new methods that broke with those dominating the textbooks at the time. Relational marketing presented itself as a viable alternative and came to be part of the new marketing paradigm. Nevertheless, other alternative approaches also sought to address this midlife crisis by breaking with certain conventions of the field. Guerilla marketing in particular has opened the way for numerous unconventional marketing approaches, which we will synthesize in the first part of this chapter. What we call unconventional marketing is concentrated in a space where the majority of marking work takes place: the street. These approaches go beyond the home/point-of-sale dichotomy that has long structured mainstream marketing, as we will see in the second part. Today, a central convention of marketing which inheres in the economy itself -that of the separation of the production and consumption spheres -is rapidly breaking down. The removal of this frontier between producer and consumer has made possible the development of unconventional marketing based on collaboration between producers and consumers, as we will see in the third part. Our historical approach to these developments provides a context for examining several decades of evolution of unconventional marketing approaches.
Street marketing as an unconventional marketing approach has rapidly evolved over the last three ... more Street marketing as an unconventional marketing approach has rapidly evolved over the last three decades. We describe how street marketing has transformed during this period -from «sandwich men» to samples distribution during the 80s to the creation of «events» in the street today. Then, we suggest how street marketing will evolve going forward (following the trend of Service Dominant Logic). Specifically, we posit that the street will not merely be a medium of communication, but could become essential «material» of street marketing. We provide examples of how we expect this transformation.
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Papers by Marcel Saucet
munication des entreprises et des organisations. Dans cet ensemble, les actions dites de street marketing semblent
particulièrement adaptées pour toucher une cible précise de consommateurs lors de leurs déplacements urbains.
Cependant, ces actions de marketing de rue confrontent les agences et les annonceurs à un risque inédit, la
mobilisation du bien commun à des fins de communication n’étant pas sans poser des problèmes règlementaires.
Sur la base d’une recherche menée avec 8 annonceurs et 10 agences, cet article met en évidence les pratiques
transgressives des entreprises face à la réglementation française, articule les trois grandes dimensions d’une
décision de transgression pour agences et annonceurs et détaille les façons de contourner la règle et/ou de gérer
la transgression à la règle.
munication des entreprises et des organisations. Dans cet ensemble, les actions dites de street marketing semblent
particulièrement adaptées pour toucher une cible précise de consommateurs lors de leurs déplacements urbains.
Cependant, ces actions de marketing de rue confrontent les agences et les annonceurs à un risque inédit, la
mobilisation du bien commun à des fins de communication n’étant pas sans poser des problèmes règlementaires.
Sur la base d’une recherche menée avec 8 annonceurs et 10 agences, cet article met en évidence les pratiques
transgressives des entreprises face à la réglementation française, articule les trois grandes dimensions d’une
décision de transgression pour agences et annonceurs et détaille les façons de contourner la règle et/ou de gérer
la transgression à la règle.