Komunikasi Pemasaran Terpadu_sesi 2

BAGAIMANA MERK DIBANGUN (2)

(INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND)

Marketing Communication2010

AdvertisingAdvertising

Personal SellingPersonal Selling

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.

Sales Promotion

Short-term Incentives to Encourage Trial or Purchase.

Public Relations

Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.

Protect and/or Promote Company’s Image/products.

Personal Presentations.

A Good Brand-based Communications Strategy Advertising Public Relations Event marketing and corporate sponsorships Trade and sales promotions Consumer promotions (point of purchase, coupons,

refunds, contests) Direct marketing (catalogues, Internet, mailing, fax,

e-mail) Internal employee communications

Integrating Marketing Communications to Build Brand Equity

Becoming an AUTHOR

The AUTHOR model, describes the six stages of impact communications should have on your target customer.

It enables you to control of all your communications efforts

The Six stages of AUTHOR model: Awareness : create awareness for your brand Understanding : Communications efforts should lead your target

audience to clearly understand what your brand stands for – that is positioning

Trial : Concentrate on generating trial and introducing customers to try your brand

Happiness : After a trial of your brand, the customer had a good experience and have a favourable impression of your brand

Only One : The most important stage-getting the customer to think only about your brand in category

Referral or recommendation : The ultimate sign of brand satisfaction is when customer are willing to put their own reputation by referring your brand to a peer

Five Principles for Successful Brand-Based Communications1. Use all communication strategies to help achieve

your corporate strategy and brand vision2. Let your Brand Positioning largely determine the

right communications strategy to execute3. Use an integrated marketing Communications

strategy to get maximum return from all investments

4. Execute your communications strategy well across the organization

5. Create internal involvement, education, and metrics to determine the success of communications

Developing Effective Communications

Steps in Developing Effective Communications

Effective CommunicationsStep 1. Identifying the Target AudienceStep 1. Identifying the Target Audience

PurchasePurchase

Conviction

Preference

Liking

Knowledge

Awareness

Step 2. Determining the Communication ObjectivesBuyer Readiness Stages

Step 2. Determining the Communication ObjectivesBuyer Readiness Stages

Determining Communication ObjectivesBuyer: high involvement + differentiation,

using the hierarchy-of-effects model:. Awareness: target unaware; build awareness Knowledge: Target aware Liking: Target know brand; but feelings? Preference: Target like but no preference Conviction: target prefer product but no conviction

to buy Purchase: target have conviction but no purchase

Message SourceExpertise,

Trustworthiness,Congruity

Step 3. Designing the MessageStep 3. Designing the Message

Message FormatLayout,

Words, & Sounds,Body Language

Message StructureDraw ConclusionsArgument Type

Message ContentRational Appeals

Emotional AppealsMoral Appeals

Step 4. Select Communications ChannelStep 4. Select Communications Channel

Nonpersonal CommunicationChannels

Personal CommunicationChannels

Select the communication channel

Channels

Personal Non-personal

Advocate Expert Social Media Atmosphere Events

Print

Broadcast

Network

Electronic

Display

Step 5. Establish the BudgetStep 5. Establish the Budget

CompetitiveParity

Objective& Task

Affordable% OfSales

Establishing the Total Marketing Communications Budget

How do companies decide on the promotion budget?

1. AFFORDABLE METHOD: Budget what they think they can afford Ignores promotion as investment Uncertain annual budget, difficult long-range

planning

Establishing the Total Marketing Communications Budget

2. PERCENTAGE-OF-SALES METHOD: specified % of sales or sales price

Establishing the Total Marketing Communications Budget

3. COMPETITIVE-PARITY METHOD Budget set to achieve share-of-voice parity

with competitors

i. Competitors’ expenditures represent collective industry wisdom

ii. Maintain competitive parity prevents promotion wars

Establishing the Total Marketing Communications Budget

OBJECTIVE-AND-TASK METHOD: Develop promotion budgets by

Define specific objectives Determine tasks Estimate costs = proposed budget

Step 6. Decide on Communications MixStep 6. Decide on Communications Mix

AdvertisingPublic, Pervasive, Expressive, Impersonal

AdvertisingPublic, Pervasive, Expressive, Impersonal

Sales PromotionCommunication, Incentive, Invitation

Sales PromotionCommunication, Incentive, Invitation

Public Relations & PublicityCredibility, Surprise, Dramatization

Public Relations & PublicityCredibility, Surprise, Dramatization

Personal SellingPersonal Confrontation, Cultivation, Response

Personal SellingPersonal Confrontation, Cultivation, Response

Direct MarketingNonpublic, Customized, Up-to-Date, Interactive

Direct MarketingNonpublic, Customized, Up-to-Date, Interactive

Step 7. Measure ResultsStep 7. Measure Results

Step 8. Manage the IMC ProcessStep 8. Manage the IMC Process

Current Consumer States for Two Brands

Product Life-Cycle

Stage

Type of Product/ Market

Push vs. Pull

Strategy

Buyer/ Readiness

Stage

Factors in Developing Integrated Marketing Communications Strategies

Push Versus Pull Push Versus Pull StrategyStrategy

ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer

PUSH STRATEGY

ProducerProducer WholesalerWholesaler RetailerRetailer ConsumerConsumer

Product flow Communication effort

PULL STRATEGY

Measuring Communications Results Management wants to know outcomesoutcomes &

revenuesrevenues from communications investments Behavior change measures should capture

real payoff Communications director must measure its

impact on the target audience