Download Direct Marketing

Febrina Rosinta
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1. Segment your market
2. Tailor your message
3. Communicate via appropriate medium
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Defining IMC
IMC is a strategic business process used to
plan, develop, execute and evaluate
coordinated, measurable, persuasive
brand communication programs with
consumers,
customers,
prospects
employees and other relevant external
and internal audiences.
The goal of IMC is to generate
short-term financial returns
and build long-term brand
value.
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• Marketing communication are the means
by which firms attemp to inform,
persuade, and remind consumers –
directly or indirectly – about the products
and brands that they sell. (Kotler, dan
Keller, 2006)
• IMC merupakan “Voice”of the brand
• Sarana membangun hubungan dengan
konsumen.
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• Marketing communication is a collective
term for all the various types planned
messages used to build a brand –
advertising, public relations, sales
promotions, direct marketing, personal
selling, packaging, events and sponsorshpis,
and customer service. (Duncan, 2005)
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The Changing Communications Environment
Two factors are changing the face of today’s
marketing communications:
As mass markets have fragmented, marketers
are shifting away from mass marketing
Vast improvements in information technology
are speeding the movement toward segmented
marketing
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The Need for IMC
Using IMC, the company carefully
integrates and coordinates its many
communication channels to deliver
a clear, consistent, and compelling
message about the organization
and its brands.
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Integrated Marketing Communication
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Marketing Communications Mix
• Advertising
– Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an
identified sponsor.
• Sales Promotion
– Short-term incentives to encourage the purchase
or sale of a product or service.
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Marketing Communications Mix
• Public Relations
– Building good relations with the company’s
various publics by obtaining favorable publicity,
building up a good corporate image, and handling
or heading off unfavorable rumors, stories, and
events.
• Personal Selling
– Personal presentation by the firm’s sales force for
the purpose of making sales and building
customer relationships.
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Marketing Communication Mix
• Direct Marketing
– Direct connections with carefully targeted
individual consumers to both obtain an immediate
response and cultivate lasting customer
relationships—the use of telephone, mail, fax, email, the Internet, and other tools to
communicate directly with specific consumers.
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Advertising
• Can reach masses of geographically dispersed
buyers.
• Can repeat a message many times.
• Is impersonal, one-way communication.
• Can be very costly for some media types.
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Personal Selling
• Involves personal interaction between two or
more people.
• Allows relationship building.
• Most expensive promotion tool.
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Sales Promotion
•
•
•
•
•
Wide assortment of tools.
Attracts consumer attention.
Offers strong incentives to buy.
Invites and rewards quick consumer response.
Effects are short-lived.
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Public Relations
• Very believable.
• Reaches people who avoid salespeople and
ads.
• Can dramatize a company or product.
• Tends to be used as an afterthought.
• Planned use can be effective and economical.
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Direct Marketing
• Many forms that share four characteristics:
– Nonpublic
– Immediate
– Customized
– Interactive
• Well suited to highly targeted marketing.
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• Viewing communications as managing
relationship over time
• Communications flow in both directions
the
customer
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•
1.
2.
3.
4.
5.
Key features of IMC
Affect behavior
Start with the customer or prospect
Use any and all forms of contacts
Achieve synergy
Build relationship
•
In the context of the marketing mix, promotions
represents the various aspects of marketing
communication, that is, the communication of
information about the product with the goal of
generating a positive customer response
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1.
2.
3.
4.
5.
6.
7.
Identifikasi target audience
Tentukan tujuan komunikasi
Merancang pesan
Menyeleksi saluran komunikasi
Menetapkan anggaran promosi
Memilih bauran promosi
Mengukur hasil promosi
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•
•
•
•
•
Untuk mempengaruhi perilaku
Untuk memberikan informasi
Untuk membujuk
Untuk mentransformasikan tanggapan afeksi
Untuk mengingatkan
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Response Hierarchy Models
Cognitive stage
Affective Stage
AIDA Models Hierarchy –of InnovationEffects
Adoption
Models
Model
Commnunica
tion Model
Attention
Exposure
Interest
Awareness
Awareness
Knowledge
Reception
Liking
Interest
Cognitive
Response
Attitude
Evaluation
Trial
Intention
Behavior
Prefrence
Behavior Stage
Desire
Action
Conviction
Purchase
Adoption
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Integrated Marketing Communications Planning Model
Review of marketing plan
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Internet/
interactive
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Internet/
interactive
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Internet/
interactive
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
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Setting the Promotional Budget
Affordable
method
What management thinks
the company can afford
Percentage-of-sales
method
The budget as a percentage
of forecasted sales
Competitive-parity
method
Setting the budget to
match competition spending
Objective-and-task
method
1.
2.
3.
4.
Defining specific objectives
Determining tasks needed
Estimating costs of tasks
Adding total costs
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Faktor yang mempengaruhi strategi Bauran
Komunikasi Pemasaran Terpadu (Integrated
Marketing Communications)
a. Khalayak Sasaran ( target Audience)
b. Daur Hidup Produk (Perkenalan, Pertumbuhan,
Kedewasaan, Penurunan)
c. Karakteristik produk
d. Tingkatan Keputusan Pembelian
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a. Khalayak Sasaran ( target Audience)
- Konsumen akhir- Mass Media
Personal selling umumnya untuk pengecer
Direct Marketing– ditujukan mendorong
pembelian pertama kali atau pembelian
berulang.
- Konsumen industri --- Customized
Personal Sellling
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b. Daur Hidup Produk
Tahapan Daur Perkenalan
Hidup Produk
Pertumbuhan
Kedewasaan
Sasaran
Promosi
Menginformasikan
(to Inform)
Membujuk
(to Persuade)
Mengingatkan
Kembali (to
Remind)
Aktivitas
Promosi
-Publisitas dalam
majalah
-Periklanan
-Armada penjualan
dengan
mengungjungi
perantara
- Promosi penjualan
dengan pemberian
sample
Penjulan
perorangan
pada perantara
Periklanan
dengan atribut
yang berbeda
dari pesaing.
Iklan yang
mengingatkan
kembali
Promosi
penjualan:
Diskon, kupon
-Personal aselling
terbatas
-- Direct
Marketing untuk
mengingatkan
kembali
Penurunan
Sedikit dana
untuk promosi
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c. Karakteristik produk
Faktor Yang dipertimbangkan
- Jenis produk: konsumsi(konvenien, shopping,
spesial, unsought goods); industri ( barang produksi,
pendukung)
- Kompleksitas  semakin kompleks
personal selling
- Risiko: keuangan, sosial dan fisik;  lebih
berisiko personal selling
- Layanan tambahanlebih banyak
Direct Marketing
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d. Tingkatan Keputusan Pembelian
- Sebelum pembelian : iklan, promosi penjualan
dengan sampel; personal selling untuk
produk industri
- Saat pembelian: personal selling, promosi
penjualan (kupon, point, rabat)
- Setelah pembelian:personal selling, promosi
penjualan, iklan.
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Strategi Komunikasi
Pemasaran Terpadu
- Push Strategy: Promosi ditujukan
kepada perantara
 Personal Selling, Promosi Penjualan
- Pull Strategy :ditujukan pada konsumen
akhir Iklan; Promosi Penjualan
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• Refers to the direction of promotional effort
• Exists as a range, yet most companies use a combination of
both
Figure 15.4
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Humor in Advertising
These days, it seems as though almost every company is using humor in its
advertising, even the scholarly American Heritage Dictionary.
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Sales Promotion
Today’s food
marketers are
using more and
more push
promotions,
including
consumer price
promotions.
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Sales Promotion Objectives
• Consumer Promotions: increase short-term
sales or help build long-term market share.
• Trade Promotions: get retailers to:
– carry new items and more inventory
– advertise products
– give products more shelf space
– buy ahead
• Sales Force: getting more sales support.
• In general, sales promotion should build longterm customer relationships.
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Consumer Sales Promotion Tools
Sample
Offers a trial amount of a product
Coupons
Savings when purchasing specified
products
Cash Refunds
“Rebates”
Refund of part of the purchase price by
mail
Price Packs
“Cents-Off Deals”
Reduced prices marked on the label or
package by producer
Premiums
Goods offered free or low cost as an
incentive to buy a product
Advertising
Specialties
Articles imprinted with an advertiser’s
name given as gifts
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Consumer Sales Promotion Tools
Patronage Rewards
Cash or other award offered for regular
use of a product or service
Point-of-Purchase
Promotions
Displays or demonstrations at the point
of purchase or sale
Contest
Consumers submit an entry to be
judged by a panel
Sweepstakes
Consumers submit their names for a
drawing
Games
Consumers receive something each
time they buy which may help them win
a prize
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Trade Promotion
Objectives
Tools
Persuade resellers to
carry a brand
Discounts
Allowances
Give a brand shelf
space
Promote brand in
advertising
Push brand to
customers
Free Goods
Push Money
Specialty Advertising
Items
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Business Promotion
Objectives
Tools
Generate business
leads
Conventions
Trade shows
Stimulate purchases
Sales contests
Reward customers
Motivate salespeople
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Trade Show
More than 4,300 trade shows take place every year, drawing as many as
85 million people.
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Public Relations
Public relations is used to
promote products, people,
places, ideas, activities,
organizations, and even
nations. New York City
turned its image around
when its “I Love New
York!” campaign took root,
bringing millions more
tourists to the city.
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Public Relations Functions
• Press relations or
press agency
• Lobbying
• Product publicity
• Investor relations
• Public affairs
• Development
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The Nature of Personal Selling
• Most salespeople are well-educated, welltrained professionals who work to build and
maintain long-term customer relationships.
• The term salesperson covers a wide range of
positions:
– Order taker: Department store clerk
– Order getter: Creative selling in different
environments
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The Role of the Sales Force
• Personal selling is a paid, personal form of
promotion.
• Involves two-way personal communication between
salespeople and individual customers.
• Salespeople:
–
–
–
–
Probe customers to learn about problems
Adjust marketing offers to fit special needs
Negotiate terms of sales
Build long-term personal relationships
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Major Steps in Effective Selling
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The Personal Selling Process
Prospecting
The salesperson identifies qualified potential customers
Preapproach
The salesperson learns as much as possible about a
prospective customer before making a sales call
Approach
The salesperson meets the customer for the first time
Presentation
The salesperson tells the “product story” to the buyer,
highlighting customer benefits
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The Personal Selling Process
Handling Objections
The salesperson seeks out, clarifies, and overcomes
customer objections to buying
Closing
The salesperson asks the customer for an order
Follow-up
The salesperson follows up after the sale to ensure
customer satisfaction and repeat business
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Owens-Corning Field Sales Advantage system gives
salespeople a constant supply of information about their
company and the people with whom they are dealing.
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Direct Marketing
• Direct marketing consists of direct
connections with carefully targeted individual
consumers to both obtain an immediate
response and cultivate lasting customer
relationships.
• Click Here to Visit the Direct Marketing
Association's Website
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The New Direct-Marketing Model
• Some firms use direct marketing as a
supplemental medium.
• For many companies, direct marketing
constitutes a new and complete model for
doing business.
• Some firms employ the direct model as their
only approach.
• Some see this as the new marketing model of
the next millennium.
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Benefits of Direct Marketing
• Benefits to Buyers:
– Convenient
– Easy to use
– Private
– Ready access to products and information
– Immediate and interactive
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Benefits of Direct Marketing
• Benefits to Sellers:
– Powerful tool for building customer relationships
– Can target small groups or individuals
– Can tailor offers to individual needs
– Can be timed to reach prospects at just the right
moment
– Gives access to buyers they could not reach
through other channels
– Offers a low-cost, efficient way to reach markets
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Customer Databases
• An organized collection
of comprehensive data
about individual
customers or prospects,
including geographic,
demographic,
psychographic, and
behavioral data.
Forms of Direct Marketing
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Telephone Marketing
• Accounts for more than
36% of all directmarketing sales.
• Used in both consumer
and B2B markets.
• Can be outbound or
inbound calls.
Inbound Telephone Marketing
The Carolina
Cookie Company
urges, “Don’t wait
another day!
Call now to place
an order or
request a
catalog.”
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Direct-Mail Marketing
• Involves sending an offer, announcement,
reminder, or other item to a person at a
particular address.
• Accounts for more than 31% of directmarketing sales.
• Permits high target-market selectivity.
• Personal and flexible.
• Easy to measure results.
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Catalog Marketing
• With the Internet, more and more catalogs
going electronic.
• Print catalogs still the primary medium.
• Expected sales in 2008 = $176 billion.
• Harder to attract new customers with Internet
catalogs.
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Direct-Response TV Marketing
Direct-Response Advertising
Infomercials
Home Shopping Channels
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Infomercial
Ronco and Ron
Popeil, with his Veg-oMatics, food
dehydrators, and
electric egg
scramblers, paved the
way for a host of
mainstream marketers
who now use directresponse ads.
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Kiosk Marketing
• Information and
ordering machines
generally found in
stores, airports,
and other
locations.
Integrated Direct-Marketing
• The use of
carefully
coordinated
multiple-media,
multiple-stage
campaigns.
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Public Policy and Ethical Issues in Direct
Marketing
Irritation to Consumers
Taking unfair advantage of impulsive or less
sophisticated buyers
Targeting TV-addicted shoppers
Deception, Fraud
Invasion of Privacy
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