Creative Marketing Strategy / Kreatif Strategi Pemasaran

Strategi pemasaran adalah tahapan kreatif yang kontinyu, yang diupayakan oleh suatu  perusahaan atau organisasi guna mencapai target pemasaran terbaik dengan merealisasikan secara optimal kepuasan pelanggan. Strategi pemasaran memiliki posisi vital dalam peranannya untuk mencegah penurunan jumlah penjualan dan pelanggan serta merosotnya daya saing produk dipasaran.

Proses penjualan akan mampu berjalan secara terkontrol dan dinamis dengan adanya sebuah strategi marketing kreatif yang baik.

Strategi yang diharapkan adalah metode, teknik dan gaya yang baru yang ditujukan untuk kepuasan konsumen. Meningkatkan kenyamanan konsumen adalah faktor kunci yang selalu menjadi dasar setiap strategi pemasaran, disamping itu kualitas yang terjaga dan konsisten dari sebuah produk adalah poin penting lainnya bagi berlangsungnya sebuah strategi pemasaran yang baik.

Mengoptimalkan upaya dan strategi pemasaran merupakan faktor paling utama yang akan mempengaruhi perkembangan dan kesuksesan usaha bisnis Anda, oleh karena itu, jangan pernah meremehkan strategi pemasaran.

Berikut ini dua hal yang dapat Anda coba praktekkan untuk menyusun strategi pemasaran yang lebih efektif, khususnya bagi Anda yang mempunyai bidang usaha yang relatif masih kecil:

Agenda
1. The current state of Marketing
2. Your existing customer
3. Flip the funnel
4. AISAS : Non Linear Model Communication
5. Media Mix & Cross Communication

1.  The current state of Marketing / Keadaan saat Pemasaran

–     To this day, there are still way to many companies that invest way to much money in efforts that have nothing more than singular goal:

“Create awareness & new acquisition”

Proses mengidentifikasi, mendekati dan mengembangkan hubungan dengan Pelanggan baru ataupun lama. Adalah penting bahwa hubungan terbentuk diperoleh dari jenis hak pelanggandalam rangka untuk memastikan masa depan yang berkelanjutan.

–       As you know the basic marketing funnel starts wide and needs a lot of effort and money.

“Many companies still focus on basic marketing funnel” 

–       The amount of money spent at the top of the funnel (generating awareness and interest)
almost always outweighs the amount of money spent at the bottom of the funnel.

Wouldn’t it be better to spend more money on interacting with qualified prospective buyers who have shown they have a desire to purchase?”

–       What would be the result if you took some of the money which now gets used in trying to generate first time customers and instead do amazing things for your existing customers?”

–       Would that increase their repeat purchases?

 2. Your existing customer

    Sometimes we forget, about our existing customer, then focus keep gaining a new one.

“Everyone knows you should treat your customers well inside or outside the event”

            So why do customers switch from using your product or service to that of a competitor?

Karena itu, dalam bentuk bisnis apa pun meskipun kita sudah menjadi market leader sekalipun, tetap perlu ada strategi yang lebih dahsyat lagi secara terus-menerus sehingga bisa mencegah “kaburnya” konsumen.

Ada beberapa hal yang bisa dilakukan untuk mencegah “kaburnya” konsumen kita atau setidaknya meminimalkan hal tersebut di antaranya:

  1. Senantiasa mengikuti perkembangan keinginan konsumen kita secara rutin dan lebih detil.
    Mengetahui dan memiliki detil karakter atau keinginan target market dan konsumen merupakan hal yang sangat penting karena bisa dijadikan salah satu acuan bagaimana sebaiknya lakukan berbagai pengembangan yang sesuai dengan keinginan yang sebenarnya dari para konsumen kita tersebut
  2. Berikan lebih banyak kemudahan dibanding yang lainnya (juga tentu dibanding kompetitor Anda), baik kemudahan dalam pelayanan, kemudahan dalam transaksi, maupun sebagainya.
  3. Ini penting supaya semakin lama konsumen semakin merasa nyaman dengan produk/jasa dan pelayanan kita sehingga mereka merasa enggan mencoba atau bahkan beralih ke produk/jasa yang lain atau berpindah ke kompetitor.
  4. Secara rutin berikan berbagai penawaran yang benar-benar sangat menarik terutama jika dibanding dengan penawaran yang diberikan kompetitor.
  5. Selain memberikan layanan yang optimal termasuk purnajualnya yang memuaskan, berikan pula pengembangan kualitas produk dan jasa yang sesuai dengan keinginan target market Anda.
  6. Berikan garansi yang meyakinkan sehingga jika ada konsumen yang tidak puas dengan produk atau jasa Anda, mereka masih bisa diberikan sesuatu penawaran yang lebih menarik yang bisa membuat mereka tidak merasa kecewa dengan keputusan yang telah mereka ambil.
    Misalnya dengan garansi “ganti produk yang benar-benar baru” (yang tentu dengan kualitas yang sudah lebih ditingkatkan) dengan mempermudah syarat-syaratnya. Intinya, jangan membuat konsumen Anda kecewa dengan keputusan yang telah mereka ambil.
  7. Ketahui dengan lebih bijak apa saja yang sebenarnya masih menjadi kekurangan kita dibandingkan dengan kompetitor.

–       Unfortunately, many companies make this easy by providing customers with five reasons:

Maybe we have to keep customers so we don’t have to always go looking for new ones, because it could be our solution. ”Use existing customer to gain new ones”

It’s not acquisition era, soon it will be a Retention oriented business era. ”Flip the funnel is how to Put the customer at the CENTER of your business”

Flipping the funnel essentially means spending fewer resources on acquiring new customers and spending more on acknowledging and retaining current customers. Instead of spending the bulk of your resources on new customer acquisition, invest lavishly in bulking up customer retention. This is not just word-of-mouth on steroids, flipping the funnel is about using customer relationships to grow your business. 

3.   Flip the funnel

The flipped funnel is a 180-degree change from business as usual. Instead of things happening from the top-down, they happen from the bottom-up or inside out.

“A / Acknowledgement”

–       Where you thank your customers for their patronage and stress their importance.

–       What you’re doing here is establishing a viable connection with your customers.

“D / Dialogue”

–       Where you move beyond being a faceless corporation and start a two-way conversation with customers asthey reach out.

To activate and engage that dialogue, you can and should:

  1. Establish customer clubs, forums and hubs where customers can connect with each other.
  2. Be proactive in reaching out to customers and inviting them to join the conversation.
  3. Listen to what’s being said and respond.
  4. Inject more stuff into the ongoing conversations.
  5. Hit a good balance between using technology in smart ways and the human touch.

“I / Incentivization”

–       You now need to recognize and reward people for their repeat purchases and their influence on purchases made by others.

–       In essence, you want to segment your customers according to what they do and reward them in functional and emotional ways.

”A / Activation”

–       Activation is to flip the switch of social networking. Once you’ve got happy and engaged customers, active influencers and realistic incentives in place, you then use these resources to activate the collective potential of the crowd.

At this stage, the number of people who connect to your company and your brand explodes. If handled well, what you end up with is a customer-centric ecosystem which is powered by loyalty and word-of-mouth.

“S / sustainability”

–       Once you’ve built the right kind of ecosystem, the whole thing then powers itself.
Customers will literally be hardwired into the DNA of your organization and will be empowered not only to manage themselves but also to bring in new business.

4. AISAS : Non Linear Model Communication

          How emphasize word of mouth communication in the Flipped Funnel process with non linear model communication. In this day and age, businesses are struggling to get customers to pay attention to their brands and to their products and services.

“It seems more difficult than ever to get our message across to customers.”

            We face the era that is overflowing with information, many people put up what we like to call “Information Barriers.”

What does that mean? It means that people pay attention only to the information that they are specifically seeking, or the information that they are interested in.

“If I want some information, I’ll seek it out for myself”

                   is an approach and behavior that has become commonplace.

–       An important approach to ensuring that our message reaches the consumers is to “Draw Them Out” from within their information barriers.

Let them move by choice not by force. Sparking their interest and encourage them to move out.

It’s clear that the information environment that surrounds us today is changing dramatically, as are consumption behaviors.

It’s time to take another look at the traditional consumer behavior models that marketers and advertisers have been using for years.

“From AIDA to AISAS – Let’s Understanding the process”

                The traditional AIDA behavior model—Awareness, Interest, Desire, Action—is too linear for today’s world.

            That is, the AIDA model assumes that information flow goes in only one direction and that consumers, rather than drawing information from companies or from each other, simply respond to information given by the company.

The AIDA model may work for companies where consumers have little reason to learn more about products beyond the advertising message before their purchase.

We bring you  to a new consumption behavior model called  AISAS

(Attention, Interest, Search, Action,Share)

            ”We would see that the psychological transformation process (A→I→D) has been scaled back, and the final (A) for Action process has been expanded to encompass
Search→Action→Share.”

From AIDA to AISAS      

            AISAS in a non linear model. The AISAS model does not necessarily move through each of the five stages, In AISAS, step may be skipped, or it may be repeated.

With the AISAS model in mind, we can proceed to design the mechanisms that capture
the consumers’ hearts. By doing so, we can expect to Establish a clear path to the purchase, Build “engagement” a relationship with the consumer.

5.    Media Mix & Cross communication

–       AISAS in Media Mix to reach consume

Media Mix plays powerful Role from the perspective Of achieving reach, By combining media To form ideas That will maximize Reach to target market.

–       AISAS meet Contact Point Management

Combine A consumption behavior model based on changes in the information environment, with A planning method that focuses on effective contact points that link the consumer and the brand, Strategic Cross communication Planning.

–       The intersection of AISAS and contact point management

Time, Place, Situations, Feeling four Considerations

–       From Media Mix to Cross Communication

–       How it works to get WOM communication

–       Perspective of Media Mix & Cross communication : Summary comparison

Memanfaatkan fasilitas internet untuk memasarkan produk usaha saat ini adalah sesuatu yang sangat umum. Buatlah perbedaan dengan cara lebih mendalami media ini. Bisa dengan mengadakan kontes seo, lomba menulis atau bahkan promosi lewat jejaring sosial. Sampai saat ini internet marketing merupakan strategi yang terbukti mampu meningkatkan upaya penjualan secara lebih maksimal.

Kreatifitas dalam strategi pemasaran adalah suatu hal yang sangat penting dalam membangun usaha dan meraih tujuan kesuksesan kita.

Sebenarnya ada banyak sekali cara kreatif yang bisa Anda lakukan untuk promosi secara kontinyu. Yang perlu anda lakukan adalah, buat se-kreatif mungkin !

Image

@EvioPro sharing Creative Marketing Strategy with @YohanesSumera

Created by : @larossyross / Larossy F L Tintingon

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