SESI 6 - STRATEGI PROMOSI YANG BERETIKA.pptx

STRATEGI PROMOSI

1. 6 Over-promising, Ethics, and Sustainability The Marketing Pathfinder : Key concepts and cases for for marketing strategy and decision making David Stewart and Michael Saren Copyright © 2014 by John Wiley & Sons, Ltd. All rights reserved.

2. List five ways over-promising can occur and provide an example of each Identify the contemporary issues of sustainable marketing Discuss integrated marketing communications ( IMC ). Summarize the different types of advertising. Outline sales promotion. Describe pushing and pulling strategies Learning objectives

3. Promises, promises The role of promises p romises management q uality and delivery key components m aking them is distinct from keeping them i nternal and external alignment i mplicit and explicit expectations organization-wide processes needed

4. The truth is out there How and why over-promising occurs l ack of organizational integration u nrealistic expectations set familiarity breeds discontent a ttention-seeking advertising s ymbolic differentiation only l evel of customer effort involved p ost-purchase offers

5. The truth is out there How and why over-promising occurs cont’d p romises not met? complain s witch custom elsewhere feedback c ustomer recovery b etter to not over-promise in the first place

6. Honest guv! The importance of ethics b ranch of moral philosophy Marketing “a bad name” n ormative perspective d istributive justice “general theory” of marketing ethics

7. It’s not easy being green Sustainable marketing a logical extension or a fundamental shift? m etaphorical machine vs. living systems p ost-industrial marketing a bility to embrace change d ynamic configurations e fficient resource management t hinking in new ways

8. Promotion (1 of 2) Promotion is the function of informing, persuading, and influencing a purchase decision. Some promotional strategies try to develop primary demand, or consumer desire for a general product category. Most promotions stimulate selective demand, or a desire for a specific brand 3 Copyright ©2019 John Wiley & Sons, Inc.

9. Promotion (1 of 2) Created by advertising agency Goodby Silverstein & Partners to encourage the consumption of cow’s milk, “Got Milk” has become one of the most prolific primary demand marketing campaigns of all time. 10 Copyright ©2019 John Wiley & Sons, Inc.

10. Integrated Marketing Communications Integrated marketing communications (I M C) is the coordination of all promotional activities—media advertising, direct mail, personal selling, sales promotion, and public relations—to produce a unified, customer-focused message. Must take a broad view and plan for all form of customer contact. Create unified personality and message for the good, service, or brand. Elements include personal selling, advertising, sales promotion, publicity, and public relations. 11 Copyright ©2019 John Wiley & Sons, Inc.

11. Promotional Mix Promotional mix - combination of personal and nonpersonal selling components designed to meet the needs of their firm’s target customers and effectively and efficiently communicate its message to them. Personal selling - the most basic form of promotion: a direct person-to-person promotional presentation to a potential buyer. Nonpersonal selling - advertising, sales promotion, direct marketing, and public relations 12 Copyright ©2019 John Wiley & Sons, Inc.

12. Components of the Promotional Mix (1 of 2) Table 13.1 Comparing the Components of the Promotional Mix Component Advantages Disadvantages Personal Selling For complex goods and services of high value, more information can be conveyed Message can be tailored for each customer Produces immediate buyer response Effectiveness is easily measured High cost per contact Limited reach (can only cover one geographic region or place at a time) Costly and difficulty attracting and retaining effective salespeople Nonpersonal Selling Advertising Reaches the masses at a low cost per contact Allows control of the message Messaging can be tailored to match each audience Difficult to measure effectiveness Limited value for closing sales Costs can be high Can be confusing or untruthful Can add to a product’s cost Sales Promotion Attracts attention and creates awareness Effectiveness is easily measured Produces short-term sales increases Attracts customers away from competitors Creates upselling and crossselling Opportunities May only create temporary loyalty based upon price Difficult to differentiate from similar programs of competitors Nonpersonal appeal Can work against long-term company goals 13 Copyright ©2019 John Wiley & Sons, Inc.

13. Components of the Promotional Mix (2 of 2) Component Advantages Disadvantages Public Relations Enhances product or company credibility through third-party media Creates a positive attitude about the product or company More detailed information to targeted market Low cost compared to other Promotions Difficult to measure effectiveness Media may deliver an inaccurate message Overreliance on the media to deliver a message Often devoted to nonmarketing activities Direct Marketing Response rates can be quantified and tracked Can use to first test with a smaller campaign Can appeal to a specific and appropriate market segment Enhances brand awareness Increased demand from consumers to end unsolicited contacts from companies Privacy issues Negative perception of direct marketers Consumers throw away direct mail pieces or delete marketing emails Sponsorships Viewed positively by consumers Enhances brand awareness Target specific market segments Difficult to control message 14 Copyright ©2019 John Wiley & Sons, Inc.

14. Objectives of Promotional Strategies Figure 13.1 Five Major Promotional Objectives 15 Copyright ©2019 John Wiley & Sons, Inc.

15. Promotional Planning Promotional planning practices include: Product placement- marketers pay placement fees to have their products showcased in various media, ranging from newspapers and magazines to television and movies. Guerilla marketing - innovative, low-cost marketing efforts designed to get consumers’ attention in unusual ways. Digital marketing of products or services using digital channels to reach consumers through promotion of brands through various forms of digital media. 16 Copyright ©2019 John Wiley & Sons, Inc.

16. Advertising Advertising- paid nonpersonal communication usually targeted at large numbers of potential buyers. Advertising expenditures are great– carmakers spend $20 billion per year. Consumers are bombarded with many messages. Firms need to be more and more creative and efficient at getting consumers’ attention. 17 Copyright ©2019 John Wiley & Sons, Inc.

17. Types of Advertising (1 of 6) Product advertising- messages designed to sell a particular good or service Institutional advertising- messages that promote concepts, ideas, philosophies, or goodwill for industries, companies, organizations, or government entities Cause advertising- institutional messaging that promotes a specific viewpoint on a public issue as a way to influence public opinion and the legislative process 18 Copyright ©2019 John Wiley & Sons, Inc.

18. Types of Advertising (2 of 6) Product advertising is used to sell a particular good or service. In this case, the product is Heinz ketchup. 19 Copyright ©2019 John Wiley & Sons, Inc.

19. Advertising and the Product Life Cycle Informative advertising- used to build initial demand for a product in the introductory phase Persuasive advertising- attempts to improve the competitive status of a product, institution, or concept, usually in the growth and maturity stages Comparative advertising- compares products directly with their competitors either by name or by inference Reminder-oriented advertising - appears in the late maturity or decline stages to maintain awareness of the importance and usefulness of a product 20 Copyright ©2019 John Wiley & Sons, Inc.

20. Advertising Media Pie Figure 13.2 Share of Ad Spending by Media Type Source: Company website, “Advertising Expenditure Forecasts March 2018,” zenithmediacorp.com , accessed May 5, 2018. 21 Copyright ©2019 John Wiley & Sons, Inc.

21. Types of Advertising (3 of 6) Television Easiest way to reach a large number of consumers Most expensive Newspapers Dominate local advertising Short life span Radio Commuters in cars are captive Internet radio offers new opportunities Magazines Consumer publications and trade journals w/customized messages Direct Mail printed catalogs, ads, and letters Outdoor Advertising $7+ billion annually Requires brief messages Digital Advertising Search engine marketing, display ads, classified ads 22 Copyright ©2019 John Wiley & Sons, Inc.

22. Digital Marketing Trends (1 of 3) Table 13.2 Digital Marketing Trends Trend Description Mobilfication On the rise and quickly becoming a top priority for marketers with personalized text messages, apps, and even mobile-friendly websites. Media Properties The best way to control the conversation with prospects and customers is to provide helpful, authentic, quality content. Chatbots A website or Facebook chatbots (with artificial intelligence) can be considered a tool on the other side of the computer that can be used as a marketing strategy for engagement, customer service issues, basic questions, or support. Reviews Many consumers regularly check online reviews before purchasing a new item. Organic traffic from search engine optimization continues to be one of the best sources of web traffic for many businesses. While there are many elements involved in ranking, the number of reviews is a key factor. Video on Demand To increase sales, nothing on social media is as eye-catching as a good video to tell a compelling story—and more mobile ads will be in the form of videos. Most videos (90% of Twitter and 60% of YouTube) are viewed on mobile devices. Facebook Live, YouTube, or a video on a website landing page are all options. 23 Copyright ©2019 John Wiley & Sons, Inc.

23. Digital Marketing Trends (2 of 3) Trend Description Branding Versus Direct Response Telling your story versus telling people what to do is critical. Rather than focusing attention on the call to action, deliver value first by telling your brand’s story and portraying your business in the best possible light. Social Media Influencers There are advantages to social influencer marketing. Developing long-term organic and authentic relationships with social media influencers that mesh with a brand can help establish or revitalize a brand. Social media influencer Bryanboy works with Gucci, Prada, and Calvin Klein. Storytelling Social media “stories,” pioneered by Snapchat, have now become popular on Instagram, Facebook, and YouTube. Stories capture a brand’s best moments from a day—and vanish within 24 hours. Voice Search Voice Search will profoundly change search engine optimization. Marketers must decide how to market and build applications to voice-activated and searchable devices like Amazon’s Alexa—who will retrieve and serve information to the user. Consuming in Virtual and Augmented Worlds Social media platforms have already started to adopt virtual reality and augmented reality into their algorithms. IKEA has a virtual shopping application to preview furniture in your own home before purchasing. Facebook offers 360-video publishing and Snapchat users can project their virtual self into the real world as an animated, 3-D bitmoji. 24 Copyright ©2019 John Wiley & Sons, Inc.

24. Digital Marketing Trends (3 of 3) Trend Description Native Advertising A native ad, paid for by an advertiser to promote a product or service, includes written or other material in an online publication that blends in by resembling the publication’s editorial content. Examples include advertorial, instant content, search advertising, recommended content, or sponsored listings. Personalization With privacy and consumer confidence threatened, targeted advertising depends on gaining insights into customers’ demographics and viewing behaviors—and then augmenting this customer information with social media data. To reach the right person at the right time at the right place with the right message, personalization requires data and information to be highly accurate and relevant. Sources: Nick Brucker, “Four Emerging Digital Marketing Trends to Keep on Your Radar,” Forbes , www.forbes.com , accessed May 6, 2018; Michael Tasner, “Six Digital Marketing Trends to Watch in 2018,” Forbes , www.forbes.com , accessed May 6, 2018; company website, “Deloitte Insights,” www2.deloitte.com , accessed May 6, 2018; “12 Marketing Trends to Take Advantage of This Year,” Forbes , www.forbes.com , accessed May 6, 2018; Jay Kernis, “The Rise of Social Media Influencers,” CBS News , www.cbsnews.com , accessed May 6, 2018. 25 Copyright ©2019 John Wiley & Sons, Inc.

25. Types of Advertising (4 of 6) Digital billboards allow advertisers the flexibility to change a message throughout the day with real time updates and conditional content based upon weather and events. 26 Copyright ©2019 John Wiley & Sons, Inc.

26. Types of Advertising (5 of 6) Online and Interactive Advertising Viral advertising creates a message that is novel or entertaining enough for consumers to forward it to others, spreading it like a virus. Many consumers resent the intrusion of pop-up ads that suddenly appear on their computer screen. 27 Copyright ©2019 John Wiley & Sons, Inc.

27. Types of Advertising (6 of 6) Sponsorship Providing funds for a sporting or cultural event in exchange for a direct association with the event. Benefits: exposure to target audience and association with image of the event. Other Media Options Marketers look for novel ways to reach customers: infomercials, ATM receipts, directory advertising. 28 Copyright ©2019 John Wiley & Sons, Inc.

28. Sales Promotion Sales promotion consists of forms of promotion such as coupons, product samples, and rebates that support advertising and personal selling. Figure 13.3 The Most Common Types of Sales Promotions 29 Copyright ©2019 John Wiley & Sons, Inc.

29. Customer-Oriented Promotions Coupons attract new customers but focus on price rather than brand loyalty. Rebates increase purchase rates, promote multiple purchases, and reward product users. Samples - consumers who receive a sample will try it. Games, Contests, and Sweepstakes for new products Cash, merchandise, or travel prizes offered to participating winners. Specialty Advertising Promotional items that prominently display a firm’s name, logo, or business slogan. 30 Copyright ©2019 John Wiley & Sons, Inc.

30. Trade-Oriented Promotions Trade Promotion is sales promotion geared to marketing intermediaries rather than to consumers Encourage retailers To stock new products To continue carrying existing ones To promote both new and existing products effectively to consumers 31 Copyright ©2019 John Wiley & Sons, Inc.

31. Personal Selling (1 of 2) A person-to-person promotional presentation to a potential buyer Many companies consider personal selling the key to marketing effectiveness. A seller matches a firm’s goods and services to the needs of a particular client or customer. Today, sales and sales-related jobs employ about 15 million U.S. workers Businesses often spend five to ten times as much on personal selling as on advertising. 32 Copyright ©2019 John Wiley & Sons, Inc.

32. Personal Selling (2 of 2) All sales activities involve assisting customers. At Weaver’s Coffee & Tea in San Francisco, a helpful barista is conscientious about quality and friendly service to accommodate a customer’s specific needs — and to increase and maintain repeat sales. 33 Copyright ©2019 John Wiley & Sons, Inc.

33. Criteria for Personal Selling Customers are few in number and geographically concentrated The produce is technically complex The product carries a relatively high price The produce moves through direct-distribution channels. 34 Copyright ©2019 John Wiley & Sons, Inc.

34. Sales Tasks Order Processing Creative Selling Missionary Selling Telemarketing 35 Copyright ©2019 John Wiley & Sons, Inc.

35. The Sales Process Figure 13.4 Seven Steps in the Sales Process 36 Copyright ©2019 John Wiley & Sons, Inc.

36. Prospecting, Qualifying, and Approaching A good salesperson varies the sales process based on customers’ needs and responses. Prospecting - identifying potential customers Qualifying - identifying potential customers Approaching - analyzing available data about a prospective customer’s product lines and other pertinent information Figure 13.4 Seven Steps in the Sales Process 37 Copyright ©2019 John Wiley & Sons, Inc.

37. Presentation and Demonstration Presentation Salespeople communicate promotional messages. They may describe the major features of their products, highlight the advantages, and cite examples of satisfied consumers. Demonstration Reinforces the message that the salesperson has been communicating. Figure 13.4 Seven Steps in the Sales Process 38 Copyright ©2019 John Wiley & Sons, Inc.

38. Handling Objections and Closing Use objections as an opportunity to answer questions and explain how the product will benefit the customer. The closing is the critical point in the sales process. Even if the sale is not made, the salesperson should regard the interaction as the beginning of a potential relationship. Figure 13.4 Seven Steps in the Sales Process 39 Copyright ©2019 John Wiley & Sons, Inc.

39. Follow-Up An important part of building a long-lasting relationship. May determine whether the customer will make another purchase. Figure 13.4 Seven Steps in the Sales Process 40 Copyright ©2019 John Wiley & Sons, Inc.

40. Public Relations Public relations – a public organization’s communications and relationships with its various audiences. Is an efficient, indirect communications channel for promoting products. It can publicize products and help create and maintain a positive image of the company. Publicity- nonpersonal stimulation of demand for a good, service, place, idea, event, person, or organization by unpaid placement of information in print or broadcast media. Good publicity can promote a firm’s positive image. Negative publicity can cause problems. 41 Copyright ©2019 John Wiley & Sons, Inc.

41. Pushing and Pulling Strategies Pushing Strategy relies on personal selling to market an item to wholesalers and retailers Pulling Strategy promotes a product by generating consumer demand for it through advertising and sales promotion Most marketing situations require combinations of push and pull strategies Cooperative advertising – allowance provided by marketers in which they share the cost of local advertising of their firm’s product or product line with channel partners. 42 Copyright ©2019 John Wiley & Sons, Inc.

42. Copyright Copyright © 2019 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in Section 117 of the 19 76 United States Act without the express written permission of the copyright owner is unlawful. Request for further information should be addressed to the Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her own use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages, caused by the use of these programs or from the use of the information contained herein. 43 Copyright ©2019 John Wiley & Sons, Inc.