strategi marketing media
DESCRIPTION
Materi Diklat Marketing untuk PersmaTRANSCRIPT
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Oleh: Farid Fatahillah Ex Senior Research Executive
STRATEGI MARKETING MEDIA
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Divisi BPPM BALAIRUNG UGM
Redaksi
PerusahaanRiset
Produksi dan Artistik
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PRODUK BALAIRUNG
BALKONJURNAL BALAIRUNGbalairungpress.com
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Divisi Perusahaan dalam MediaFungsi Marketing
Fund RaisingHubungan Eksternal
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struktur
•Pemimpin Perusahaan• Kabag Jaringan •KaBag Keuangan•KaBag Promosi dan Sirkulasi•Staff
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Marketing?“…identifying and meeting human and social needs.” Philip Kotler
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MarketingMix
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PembacaPengiklan
2 Tipe Customer Media
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Segmentation
Kenali
Pembac
a Anda !
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To divide the Customer base in cluster groups with
different needs and behaviours in order to create
different and appropriate marketing proposition
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T A R G E T I N G
Segmen mana yang mau dibidik
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P O S I T I O N I N
G
BALAIRUNG:Nafas Intelektual Mahasiswa
Memposisikan produk di benak pembaca
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Differentiation
Gaya TulisanBahasa
Layout dan Desain
Keberpihakan
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B R A N D I N G
BALAIRUNGB A L K O N
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Lakukan Riset Pasar Sederhana
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S T R A T E G I
E = wMC2ENERGY
Marketing yang dahsyat
Word of MOUTH (mouse)
Offline COMMUNITY
Online COMMUNITY
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Hubungan Eksternal
Persma LainPengiklan
Lembaga dan Instansi terkait
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Target Pengiklan
Usaha-usaha di Jogja dan nasional yang punya segmentasi konsumen yang sama
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How to Get???
What Is it??
Who should to handle it??
What for??
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•Lingkup cenderung sempit
• Jumlah pembaca terbatas
•Penampilan kurang menarik
•Brand media kurang dikenal
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Kenali TargetBikin Janji
Dahulukan kepentingan targetTawarkan produk secara persuasif
TEMBAK!!!Terima dengan senyuman
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A P A I T U ???
suatu proses tawar menawar dengan berunding dan mencapai suatu kesepakatan
WIN-WIN SOLUTION
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Mempersiapkan segala hal
Mampu menempatkan diri
Mampu menyampaikan tujuan secara jelas
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Data Media
Contoh produk yang ditawarkan
Persiapan mental
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Menunggu waktu yang tepatMenyampaikan secara jelas, singkat dan
penuh percaya diriMenekankan untuk mencapai kesepakatan
Menyediakan waktu tawar menawar yang fleksibel
Menyampaikan keuntungan timbal balikMendengarkan dengan efektif apa yang
ditawarkan pengiklan
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Cukup Sekian
Terima Kasih
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PERTANYAAN?
www.balairungpress.com