"Low Budget High Impact" Marketing

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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