Tie-in Marketing

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What is Tie-in Marketing?

Tie-in Marketing is a Advertising approach in which a company creatively and purposefully creates an association (a tie-in) between the company, its products or services, and whatever is top-of-mind or "hot" in the collective consciousness at that moment. Tie-in marketing can create instant differentiation, attracts media attention, creates awareness, generates referrals and word-of-mouth, and builds community and market relationships and lets your firm or product join the conversation your potential customers are already having.
 

Examples of this intentional piggybacking can be found around:

• Major sports events (Olympics). Compare: Ambient Advertising

• Trends (global warming)

• Celebrities

• New movies

• Seasons and holidays (Christmas)

• Latest buzz or fads.

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Compare with: Direct Marketing  |  Marketing Mix  |  Consumerization  |  Subliminal Advertizing  |  Attention Model  |  Extended Marketing Mix (7-Ps) |  Advertising  |  Target Marketing  |  Niche Marketing  |  Positioning  |  Co-Marketing  |  Cross-Branding  |  Concentrated Marketing  |  Differentiated Marketing  |  Affiliate Marketing  |  Branding  |  Product Life Cycle  |  Brand Personality  |  Brand Identity Prism

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