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The New MaxiMarketing


Pemasaran dengan Sentuhan Pribadi

Hifni Alifahmi
alifahmi21@yahoo.com, fahmi@spiritmarcom.com
Evolusi Konsep
Pemasaran Kontemporer-1

• Konsep pemasaran 1950-an:


- Marketing Mix, Product Life Cycle
- Brand Image, Market Segmentation
- Marketing Concept > Selling, Marketing Audit
• Konsep pemasaran 1960-an:
- The Fifth P (Perception) in the Marketing Mix
- Marketing Myopia, Lifestyles (Psychographic)
- The Broadened Concept of Marketing > Products
• Konsep pemasaran 1970-an:
- Social Marketing, Positioning
- Strategic Marketing, Societal Marketing
- Macro-marketing, Services Marketing
Evolusi Konsep
Pemasaran Kontemporer-2
• Konsep pemasaran 1980-an:
- Marketing Warfare, Niche Marketing
- Gobal Marketing, Local Marketing
- Megamarketing, Database Marketing, MaxiMarketing
- Direct Marketing, Relationship Marketing
• Konsep pemasaran 1990-an:
- Marketing PR, Customer Relationship Marketing
- Image Marketing, Integrated Marketing Communications
- CyberMarketing, Sponsorship Marketing, Marketing Ethics
• Konsep pemasaran 2000-an:
- Experiential Marketing (Customer Experience Management)
- ROI Marketing, Social Responsibility Marketing
- Reputation Marketing, Value-Based Marketing
- Brand Building Marketing, Customer Equity Marketing
- Community-Based Marketing, Emotional Branding
Stan Rapp & Tom Collins:
the Author of MaxiMarketing

 Stan Rapp is the Prophet of the New Marketing


Technology.
 His books co-authored with Tom Collins:
1) MaxiMarketing, 1987.
2) The Great Marketing Turnaround, 1990.
3) Beyond MaxiMarketing: Success Secrets of the
MaxiMarketing Winners, 1994.
4) The New MaxiMarketing: the Principles of Caring
and Daring, 1996.
 Stan Rapp & Chuck Martin, The Max-e-Marketing, 2004.
 Rapp is Chairman of Cross Rapp Associates Consulting
Group and was CEO of Rapp Collins Worldwide.
Ten Main Thoughts of
MaxiMarketing
1. MaxiMarketing is customer centered new way of
thinking about the Selling Process.
2. MaxiMarketing is the emerging, dominant marketing
process of the information economy.
3. MaxiMarketing is much more than integrated
marketing or multi-media marketing or relationship
marketing or one-to-one marketing.
4. MaxiMarketing is the answer to what Alvin Toffler
says that every company must prepare themselves
while facing the Third Wave of civilization i.e.
demassification of the market place.
5. MaxiMarketing is for every size of business: small,
entrepreneur or big business tycoon.
Ten Main Thoughts of
MaxiMarketing
1. MaxiMarketing gives you the chance to add powerful
new capabilities to what you already do very well by
reengineering your marketing from A to Z.
2. MaxiMarketing places you in a direct, interactive, and
personalized relationship with prospects & customers.
3. MaxiMarketing invites you to monitor the effectiveness
of your marketing practices in real time.
4. MaxiMarketing is a holistic strategy for maximizing
sales and profit by selective interaction & involvement
with identified prospects and customers.
5. MaxiMarketing is the new direction for advertising,
promotion and marketing strategy.
Special Highlight from
Philip Kotler
 MaxiMarketing is the model makes direct marketing
techniques the driving forces in the general
marketing process.
 MaxiMarketing model recommends the creation of
customer database and advocates making direct
contact marketing a full partner in the marketing
process.
 MaxiMarketing consists of a comprehensive set of
steps for reaching the prospect, making the sale
and developing the relationship.
The New Marketing Professional

Yesterday Today

• Product Focus • Customer Focus


• Looks Backward • Looks Forward
• Safety First • Innovation First
• New Media • New Media
Resistant Explorer
• Single Channel • Multiple Channel
• Share of Market • Share of Customer
MaxiMarketing:
the Database Comes First
PLANED AWARENESS SALES DIRECT ACTUALIZED
DATABASE ADVERTISING PROMOTION MARKETING DATABASE

 Prospect or customer database plan drives


the other marketing components rather than
tagging along
 Plan determines content of advertising,
sales promotion, and direct contact messages
 Goal becomes not just “recall” or short-term
sales increases but long-term profitable
customer relationship
Information-Based Marketing
THIRD PARTY DEALER
DATABASES PROGRAMS

PUBLICITY ADVERTISING
AND PUBLIC
RELATIONS

PROMOTION THE INFORMATION CUSTOMER/


CAMPAIGNS PROSPECT
CORE SURVEYS
(CUSTOMER AND
PROSPECT DATABASES)

SERVICE
TRANSACTIONS ONGOING
INDIVIDUAL
CUSTOMER
SPECIAL CUSTOMER/ INTERACTION
EVENTS PROSPECT
PROFILES
The Growth-Producing
Data-based Machine

Database-driven
marketing
program

Direct response Individualized


Bonding Selling promotions to
advertising to database
“cold” prospect opportunities opportunities
names

Constantly
improving
database

Add new names Adds information


replaces lost names improves potential
Tujuh Tahap
the MaxiMarketing Model
Reaching Making
the the Sale
Building the
Prospect Relationship

7. Maximized customer cultivation

6. Maximized prospect involvement

5. Maximized promotion results

4. Maximized advertising impact

3. Maximized accountability

2. Maximized media exploration

1. Maximized target selection


Tujuh Tahap
the MaxiMarketing Model

• Target selection: Find out who and where your


best prospects are, and what are the most efficient
ways of reaching them.
• Media Exploration: Learn how to make use both a
new media and of existing media in new ways.
• Accountability: Look for ways to better determine
whether your advertising is affecting your intended
target.
• Advertising impact: Make sure your advertising
breaks through the clutter to reach a true prospect,
and leaves behind a meaningful impression.
Tujuh Tahap
the MaxiMarketing Model

• Promotion result: Take a fresh look at sales


promotion and have and effective plan for
generating other forms of moving the prospect to
becoming a customer.
• Prospect involvement: Build a bridge between
the advertising and the sale by sending additional
advertising and promotion material.
• Customer cultivation: Use your database to
forge lasting and profitable relationships.
1. Target selection:
Find out who and where your best prospects are, and
what are the most efficient ways of reaching them.

Geografis: daftar kota,


komunitas hunian dan
lokasi/tempat kumpul
Demografis: pekerjaan,
penghasilan, agama,
usia, pendidikan, etnis,
jenis kelamin, dll.
Psikografis: orientasi
nilai/spiritual, persepsi,
sikap, kepribadian,
kebiasaan/habit, dll.
Teknografis:
pemakaian internet,
email, ATM, SMS, HP,
elektronik, dll
Penerapan MaxiMarketing
• Media Exploration: Learn how to make use both a
new media and of existing media in new ways.

Daftar media cetak dan


elektronik nasional/lokal
Media interaktif: CD-
Rom, internet, Hotline
Media komunitas
(khusus) & news-group
Media komunikasi
personal: klub hobi dan
komunitas, telepon, fax,
surat, pameran, toko.
Media komunikasi
konsumen
Penerapan MaxiMarketing
• Accountability: Look for ways to better determine
whether your advertising is affecting your intended target

Apakah media cetak


dan elektronik sebagai
media utama/efektif?
Apa media interaktif
yang efektif/efisien?
Media komunitas dan
news-group yang
direspon tertinggi?
Media personal yang
paling efektif/efisien?
Pengaruh/efektivitas
Media nasabah prima
Penerapan MaxiMarketing
• Advertising impact: Make sure your advertising
breaks through the clutter to reach a true prospect,
and leaves behind a meaningful impression.

Tema pesan iklan dan


promosi: rasional,
emosional, spiritual?
Kombinasi tema pesan
rasional dan spiritual?
Dukungan promosi
khusus: direct-
mail/email, SMS,
kunjungan berkala,
kontak
Standartelepon,
Servicedll.
Quality
di Front-Line. Tampilan
asesoris/tangible di
kantor layanan.
Penerapan MaxiMarketing
• Promotion result: Take a fresh look at sales promotion
and have and effective plan for generating other forms
of moving the prospect to becoming a customer.

Promosi perdana:
cindera mata/hadiah
Layanan khusus:
executive lounge, RS
rujukan, membership
Layanan berbasis
emotional & spiritual:
membership, klub,
layanan personal, dll
Promosi berkala:
voucher/diskon di
merchant, tiket gratis
Penerapan MaxiMarketing
• Prospect involvement: Build a bridge between
the advertising and the sale by sending additional
advertising and promotion material.

Complimentary/gift:
majalah, buku, souvenir

Aksi Sosial:
charity/derma, event
Penjualan barang:
asesoris, gimmick
Customer Club:
seminar, gathering
Program cause-related
marketing: alokasi dari
penjualan/laba (%/Rp)
Penerapan MaxiMarketing
• Customer cultivation: Use your database to
forge lasting and profitable relationships.

Customer Database 1:
Konsumen saat ini

Customer Database 2:
Konsumen pesaing

Customer Database 3:
Pelanggan potensial

Customer Database 4:
Pelanggan majalah,
kartu, hobi, dll.
Data in Motion

Penjualan
 Re-Sell ulang (repeat
buyer)
Memelihara
 Keep-Sell
loyalitas
Menaikkan
 Up-Sell volume
pembelian
Customer get
 Friend-Sell members
Penjualan
 Cross-Sell produk lain
Mendukung
 New-Sell produk baru

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