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Powerful
Reputation Marketing
Gaya Pemasaran Berbasis Reputasi*)
Hifni Alifahmi
[email protected], [email protected]
*)facebook group: Reputation Marketing Institute
Reputation Framing?
• Proses pencitraan dan upaya-upaya untuk membangun
reputasi adalah seperti sebuah drama kehidupan, ibarat
sinetron dengan skenario yang tertata dan terencana.
• Membangun citra dan reputasi (image and reputation building)
memerlukan tokoh di balik layar yang menjadi mastermind,
penyusun skenario dan “aktor intelektual” untuk membingkai
(frame) pesan, cerita dan berita agar sesuai dengan citra dan
reputasi yang hendak dibangun para perancang pesan.
• Apakah terjadi Reputation Framing dalam proses persidangan
di pengadilan Antasari Azhar (Ketua KPK non-aktif)? Mengapa
Rhani Juliani (sang caddy) seringkali kali tampil berpakaian ala
eksekutif kantoran? Siapakah sang mastermind?
• Bagaimana peran media dalam mengkonstruksi realitas melalui
proses pemberitaan (gatekeeping) dan menonjolkan angle dari
sisi atau sudut pandang tertentu (media framing)?
Identity, Image & Reputation
Corporate Identity: the
symbols (such as logos,
color scheme) an
organization uses to
identify itself to people.
Corporate
Identity
no associations
?
Lack of
awareness or
Confusion
recall
Corporate Image: the
total impression (beliefs
and feelings) an entity
(an organization, country
or brand) makes on the
minds of people.
Corporate Reputation:
the evaluation (respect,
esteem, estimation) in
which an organization’s
image is held by people.
Corporate
Image
to form
combines with
Their reputation
of an organization
A person prior
values about
appropriate roles and
behavior for this
type of organization
Source: Dowling (1994: 8).
Corporate Reputation Framework
Corporate Identity
Names, Brands, Symbols, Self-presentation
is perceived by…
Customer Image
Community Image
Investor Image
Some of their
perceptions equals…
Corporate Reputation
Source: Argenti (2003: 72); Fombrun (1996: 37).
Employee Image
What Makes a Good Reputation?
Investors:
Credibility
Customers:
Reliability
Corporate
Reputation
Employees:
Trustworthiness
Communities:
Responsibility
Source: Charles J. Fombrun (1996: 72)
Reputation Marketing-1
• Reputation marketing has emerged as an area of
specialization among public relations professionals and
marketing consultants.
• Reputation management is a form of public relations.
• How and where dose reputation management fit into the
marketing plan?
• Sometimes corporate-image marketing techniques benefit
a brand or product’s reputation, sometimes not.
Source: Marconi, Reputation Marketing, 2002: xi.
Harmoni Iklan-PR?
Bagaimana menjalin harmonisasi iklan, promosi dan PR
agar tidak terjadi rivalitas?
Public Relations is
Advertising is
the wind, uses the big
bang, visual, reaches
everybody, self-directed,
dies, expensive, favors
line extensions, likes old
names, funny, incredible,
brand maintenance.
Source: Al Ries & Laura Ries, 2002
the sun, uses the slow
buildup, verbal, reaches
somebody, other-directed,
lives, inexpensive, favors
new brands, likes new
names, serious, credible,
brand building.
Reputation Marketing-2
• Let us consider reputation management and reputation
marketing as one process.
• Building a reputation takes longer, and cannot be bought for
the cost of advertisement. Marketers must understand:
making an impression and building reputation are not the
same thing.
• Many companies and individuals are increasingly using their
reputations as marketing tools.
• The power of the media can be directed toward creating,
changing, shaping, and influencing perceptions in a more
narrowly defined context. This means reputation can be
created more rapidly, though still not as instantaneously as
images or impressions.
Source: Marconi, Reputation Marketing, 2002: xii.
Reputation Management
• Edelman PR: Reputation management is the orchestration of
discreet initiatives designed to promote and protect one of the
company’s most important assets –it’s corporate reputation–
and to help shape an effective corporate image.
• Reputation management includes strategic recommendations
for crisis management, media relations, philanthropy,
influence outreach, corporate advertising, employee relations,
sponsorship, and CEO positioning, in an effort to effectively
–and strategically– managed company’s corporate image.
• Reputation management treats a corporate image as an asset
–to shaped, nurtured, protected, and used.
Source: Marconi, Reputation Marketing, 2002: 3, 19.
Longevity versus Newest
• A company’s longevity, when considered in term of its
reputation, sometimes presents the proverbial two-sided coin.
Sometimes a reputation for being an old, solid, established
company is a good thing. But, the natural inclination of both
consumers and companies to try the newest, freshest version
of almost anything: that new is good, older is bad.
• A successful defense adds to the established company’s
reputation as a winner. A loss of market share, invites
competitors and critics: the established name as being “on the
decline” or worse “the choice of yesterday.”
• Who cares how long a company has been in business? More
specifically, why should anyone care?
Source: Marconi, Reputation Marketing, 2002: 36-37.
Momentum Emas Astra
50 Tahun Astra
Basic Rules for Reputation
• How you look and what you do creates an image. Images,
over time, create a reputation.
• Through your advertising, pubic relations, package design,
delivery system, unique selling points, presentation,
performance, and quality of service, you have positioned
yourself in the marketplace.
• Tell people who you are. Tell them what you do. Tell them
why they should care.
• Make the public want to get a closer look at you, to know
more about you.
Source: Marconi, Reputation Marketing, 2002: 70.
Image and Reputation
• Reputation is the cumulative effect of images conveyed
and impressions made over time.
• Any publicity is good publicity, it’s simply not true.
• A company’s new logo is not news. It does not provide
anything of value to customers or stockholders.
• Create a customer comfort zone: know your market,
choose an identifier that suggests a positive image, adopt
a signature color and graphic presentation that reflects the
image you have or hope to achieve, and market yourself
(logos, names, and distinctive packaging).
Source: Marconi, Reputation Marketing, 2002: 71, 79, 82, 83.
Five Simple Points
• Advertise. Reputations are built by maintaining a steady,
visible presence and by putting information to your public.
• Let your corporate identity tell people who you are with a
distinctive name and look.
• Be direct. Make your audience know the actual offer/product.
• Tell your public who you are and what you do… again. A
better-known company is often thought to be a better
company.
• Make a simple statement of your product’s values and its
potential benefits to the customer. The image evolves into
reputation. This is more effective than the corporate ad.
Source: Marconi, Reputation Marketing, 2002: 83-84.
Reputasi Internasional
SWA, 26/2006
Online Reputation
• The Internet does offer highly viable possibilities and unique:
interactive, highly customized, a repository ad, online homeshopping, a network of libraries, a meeting place, a picture
show, a concert hall, or a department store.
• A well-know name is not enough in Cyberspace.
• Don’t wait for the market to come to you. The marketer must
provide the audience both directions and incentives to go to
the marketer’s websites and virtually seek out the message.
• Linking your web to the websites of companies/entities that
have the reputation you want.
Source: Marconi, Reputation Marketing, 2002: 87-88, 92, 98, 111.
Think First, Act Early
• Save a company’s reputation in times of crisis and normal
situation. The principles of a good marketing strategy are:
• Do something good deeds or worthy causes (for such
associations and earn reputation that reflects these actions).
• Stand for something. A reputation comes from the public
knowing something about you (eg. fair price, integrity, service).
• Take credit. Put your name and publicize your good work,
service, or contributions (should not be anonymous).
• Understand the goals and services combination. Smart
marketing will help you to get the customer, but good service is
what will help you keep the customer. A reputation for good
service is something others say about you, not something you
say about yourself.
Source: Marconi, Reputation Marketing, 2002: 129-130.
Maintaining Public Trust
• Prepare a “situation analysis”: identify the crisis, its potential
risks and impacts (potential damage).
• Designate a single spokesperson to announce you position.
• Be honest –don’t exceed credibility.
• Go public with your side of the story before someone else
does (sense of openness and define situation).
• Say something. The worse remark that can be delivered in a
crisis situation is “No comment.”
• Plan for a possible “worse-case scenario.”
• Advertise your position through letters, paid ads, press
release, newsletters, letter to editors, and call to talk shows.
Source: Marconi, Reputation Marketing, 2002: 140-141.
The Hallo Effect
• A good reputation is the result of a series of positive images
and perceptions presented over a period of time, creating a
history upon which a favorable opinion can be formed.
• In marketing terms, the hallo effect is the positioning of a
subject in such a way that it glows from the reflected light of
something bright.
• The hallo effect actually began as a theory of market research.
The “hallo effect” in advertising and marketing came to mean
“someone’s opinion of something being influenced by his or
opinion (for better or worse) of something else.
• The hallo effect is the reflection of someone else’s reputation,
getting ahead on (NYSE, address, author, celebrity endorser).
Source: Marconi, Reputation Marketing, 2002: 147-149.
Peralihan
Brand
Ambassador
Reputation Sharing
• The most lucrative illustrations of the hallo effect are found in
the area of licensing. An established brand or designer’s name
and reputation are attached to a wide range of products.
• Successful designers of the fashion industry license their
names for use on fragrances, jewelry, cosmetics, luggage,
hand-bags, pens, dishes, glassware, sheets and towels,
sunglasses, eye-wear, tablecloths, candy, etc.
• The designer is selling an image and a reputation that have
proven themselves to be worth for more than the actual
designs or individual products.
• The famous names: Chanel, Dior, Pierre Cardin, Yves St.
Laurent, Ralph Laurent, Calvin Klein, etc.
Source: Marconi, Reputation Marketing, 2002: 150-152.
Reputations for Sale
• The shortest route to gaining attention and basking in the
reflection of someone else’s reputation is the celebrity endorser.
• Chrysler had hired former Ford executive Lee Iacocca to head
the company (actually buying Iacocca’s reputation).
• The hallo effect is often one mutual benefit between product or
cause and celebrity: to boost his/her reputation, the celebrity
look for a product to endorse and a cause to support, as a
company to seek out a celebrity.
• Reputations are enhanced by association with good causes:
Hillary Clinton (a champion’s of children rights and national
health care program), Barbara Bush (advocate for literacy),
Nancy Reagan (campaign against drug abuse), Jacqueline
Kennedy (advocate of the nation’s culture and arts).
Source: Marconi, Reputation Marketing, 2002: 153-156.
Celebrity Executives
• Financing, recruiting, and presentation to investors are
based on the idea of turning CEOs into bankable celebrities
and celebrities into CEOs. The corporate reputation, the
hallo effect, and the celebrity endorser all seem to merge.
• Bill Cosby (for Jell-O, Kodak, Ford, Coke) was a great
illustration of “America’s Favorite Father,” and he used the
reflected glow of his reputation to enhance the reputations
of products.
Source: Marconi, Reputation Marketing, 2002: 159.
Hallo Effect & Borrowed Interest
• A product “From the makers of ________ (established and
successful product)” has a definable “pre-sell” element.
• Publishers: “By the author of ________” below the author’s
name, identifying the work with well-received product.
• The brand marketing will incorporate image marketing and
exploit the good name (reputation marketing) of the core
product, using the halo effect.
• Borrowed interest is a strategy that similar to the hallo effect
in that it uses an unrelated subject to help you attract
attention to your message, i.e: product placements in movies
and TV program; at event, meetings/presentations, or the
hotel name displayed on a lectern at a news conference.
Source: Marconi, Reputation Marketing, 2002: 162-166.
Reputation: Words & Pictures
• Old expression: a picture is worth a thousand words.
 SKY, MOUNTAIN, SEA, WATER/FOUNTAIN.
• Sometimes a word is worth a thousand pictures.
 FOUNDATION, INSTITUTE, POWER, GREAT.
Small words that create large pictures.
• Image ≈ Perception ≈ Reputation?
Reputasi Lokal
SWA, 05/2007
Reputation Marketing Campaign-1
• Be honest with your employees, your customers or clients, your
shareholders, and your regulators, but most of all with yourself.
Use market research to validate what you think you know about
your reputation and to tell you things you don’t know.
• Beware of people who tell you what their reputation is. They
are telling you their perception of their reputation (subjective!)
• Success is not the same thing as a good reputation.
• Being profitable is not the same as having a good reputation.
• Being well-known is not the same as having a good reputation.
• Draw distinctions between celebrity, notoriety, and a reputation.
Source: Marconi, Reputation Marketing, 2002: 219-220.
Reputation Marketing Campaign-2
• Reputation marketing treats the public’s positive perceptions of a
subject, company, brand, product, or cause as an asset to be
shaped, nurtured, protected, and used to advantage.
• A good reputation-marketing strategy encourages giving
something back to the community.
• Research is more than information. It can be a valuable asset.
• Understand what your target market thinks are important point to
know about you.
• Your name and reputation are linked.
• Be aware of sensitivity of your market.
• A reputation can derive from borrowed interest or the hallo effect.
• A Business address can be used for reputation marketing.
Source: Marconi, Reputation Marketing, 2002: 219-220.
Unified Model of PR Evaluation
Input Stage
Output Stage
Impact Stage
Effect Stage
Planning & Preparation
Message & Targeted
Awareness & Information
Motivation & Behavior
Tactical Feedback
Management Feedback
Source: Paul Noble & Tom Watson, 1999.
Riset Atribut Reputasi Korporat
Elemen*)
Atribut Reputasi Korporat*)
Responden Riset
Emotional
Appeal
1. Good feeling about the company
2. Admire and respect the company
3. Trust the company
Atribut: Identitas Korporat
Responden: Karyawan,
Mitra Bisnis, Profesional
Products and
Services
1.
2.
3.
4.
Atribut: Identitas Korporat
Responden: Customer
Vision and
Leadership
1. Has excellent leadership
2. Has a clear vision for the future
3. Recognizes/takes advantage of market
opportunities
Atribut: Identitas Korporat
Responden: Karyawan,
Pakar dan Profesional
Workplace
Environment
1. Is well managed
2. Looks like a good company to work for
3. Looks like has good employees
Atribut: Kinerja Korporat
Responden: Karyawan,
Pakar dan Profesional
Financial
Performance
1.
2.
3.
4.
Atribut: Kinerja Korporat
Responden: Pakar Bisnis/
Finansial dan Profesional
Stands behind products/services
Offers high quality products/services
Develops innovative products/services
Offers products/services that are good value
Record of profitability
Looks like a low risk investment
Strong prospect for future growth
Tends to outperform its competitors
Social
1. Supported good causes
Responsibility 2. Environmentally responsible
3. Treats people well
Atribut: Kinerja Korporat
Responden: Pakar dan
Tokoh Masyarakat
*) Source: Harris-Fombrun, www.knowledgebasedmanagement.net.id