"low budget high impact" marketing
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Session 3 – Page 1/342008 MarkPlus Institute of Marketing
Low Budget and High Impact
Marketing
YuswohadyChief Executive of MarkPlus Institute of Marketing (MIM)
www.yuswohady.com
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AYAT-AYAT CINTA
LOW BUDGET HIGH IMPACT MARKETING
IS
EXAMPLE
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Ayat-ayat Cinta: The best-selling movie in years
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Mr. President’s New Job: SALESMAN!!!
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Djarum Black Community
LOW BUDGET HIGH IMPACT MARKETINGIS
EXAMPLE
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NEW:PARTICIPATIVE COMMUNITY
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HOW ABOUT THIS “TUNG DESEM BUANG DUIT???”
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SO FAR, OUR APPROACH IS…
MASS COMMUNICATION-DRIVEN
HIGH BUDGET LOW/HIGHIMPACTMARKETING
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VS
AD WARS ARE COSTLY
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High
Low
Premium
simPATI
• Tarif On-net SMS Rp 150/SMS• Bonus SMS
• UMB Menu Browser via USSD
• Ring Back Tone (National)• Jangkauan hingga kabupaten
• Tarif On-net SMS Rp 299/SMS• Tarif Off-peak (22:00-23:00 Rp 300/30 dtk.)
• Ring Back Tone (luar Java)• Layanan email
• 5 X 5% Bonus on Reload• Tarif On-net SMS Rp
165/SMS
• Tarif On-net SMS Rp 99/SMS
• Transfer pulsa
• Ring Back Tone (National)• SP Special Edition (64K)• Community loyalty program
(Peterpan, Harry Potter, etc.)Tariff
Feature
• Tarif HEBAT ber-5 Rp 250/30 dtk. (Nasional)
• Off-peak Tariff (23:00-07:00 Rp 150/30 dtk.)
Basic
PRICE WAR IN TELCO
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High Budget in Advertis
ement
MASS COMUNICATION
MEANS HIGH BUDGET!!!
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IT’S TIME TO HAVE NEW APPROACH!!!
LOW BUDGET HIGH IMPACTMARKETING“TOWARDS POST-PRICE WAR COMPETITION”
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WHAT ISLOW BUDGET HIGH IMPACTMARKETING
ANYWAY…
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1. TARGETED (“SNIPER”)2. PARTICIPATION-INVOLVEMENT3. PEER-TO-PEER4. CONNECTION5. CONVERSATION (TWO-WAY)
LOW BUDGET HIGH IMPACT (LBHI) MARKETING MEANS…
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FOUR TYPES OF ROI-BASED MARKETING
BUDGET (INVESTMENT)
IMPA
CT (
RETU
RN)
NEW WAVE
SNOW WHITE
DOING SOMETHING (AND EFFECTIVE)
DOING EVERYTHING (..AND FAIL)
EFFE
CITI
VEN
ESS
AXIS
EFFICIENCY AXIS
H
L
HL
Source: HERMAWAN KARTAJAYA © MARKPLUS INC 2008
LEGACY
SEVEN DWARF
DOING ANYTHING(BUT EXPENSIVE)
DOING NOTHING (BUT SALE!)
SO-SOSMART
STUPID
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Database Marketing 1
2
3
Community-Buzz Marketing
Blue Ocean Marketing
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DatabaseDriven
Community Based
BlueOcean
1 2
3
LBHI MARKETINGTRIANGLE
CRM ACTIVATION
CREATIVITY
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Database management is the Keyword.Database management is the Keyword.
Customer Database SegmentationCustomer Database Segmentation1
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Citibank Credit Card
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For yourself
For Others:Be Body Shop partner to contribute more
Loyalty Program should have Strong Meaning for Customers
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Kata kuncinya….
CUSTOMER SEGMENTATIONTHROUGH DATA MINING
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GARUDA FREQUENT FLYER
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Segmentation and Target Market
SILVER :
•Mileage under 24.000 or
•Less than 40 times flying in one year membership periodic
GOLD :
•Mileage >= 24.000 mileage
•>=40 times flying in one year membership periodic
NEW EC PLUS
• more benefits than Silver or Gold.
• Doesn’t depend on the flying frequency.
• To become EC Plus member, customers are charged (annual fee and membership fee)
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CommunityCommunity--Buzz MarketingBuzz Marketing2
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THE KEYWORDS…
CUSTOMER’SCOMMON INTEREST
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2Marketing ENERGY Word of MOUTH (MOUSE)
Customer COMMUNITY
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Your customers are EVANGELIST.They are your voluntary sales force.
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IT’S EVANGELIST
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Law # 8
The Cult of Mac
IT’S EVANGELIST
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Cooldesak: Nokia N-Series Community
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Nokia’s Independent Artist Club
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Mac User Community
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Fun Fearless Female Community
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Jakarta Mio Club
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AvanzaXenia Community
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A bus shelter in Bandung A pos kamlimg , Surabaya suburb
An Ojek post in MagelangDesa Nelayan
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Polygon’s Community Branding & Selling
B2W Community
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Marketing WarfareRed Ocean vs Blue Ocean
Blue Ocean MarketingBlue Ocean Marketing3
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RED OCEAN STRATEGY
Compete in existing market space
Beat the competition
Exploit existing demand
Make the value-cost trade-off
Align the whole system of a firm’s activities with its strategic choice of differentiation or low cost
Create uncontested market space
Make the competition irrelevant
Create and capture new demand
Break the value-cost trade-off
Align the whole system of a firm’s activities in pursuit of differentiation and low cost
BLUE OCEAN STRATEGY
Red Ocean vs Blue Ocean
Source: W. Chan Kim and Renee Mauborgne (2005). Blue Ocean Strategy
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BLUE OCEAN MARKETING MEANS…
NYLENEH!!!BERANI BEDA!!!MENENTANG ARUS!!!
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Red Ocean
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Source: “A Discount Carrier Spreads Its Wings”, BusinessWeek, September 1, 2003.
CEO Tony Fernandes
Blue Ocean – Air Asia
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Dramatic Presence1
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Dramatic Temptation2
Luring Excitement
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Dramatic Size3
Creating Exaggeration
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Dramatic Size3
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There are better waysto make career.
www.jobsintown.com
Dramatic Size3
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Dramatic Result4
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Dramatic Paradox
6
Applying Contradiction
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THANK YOUSee my blog:
www.yuswohady.com