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Archive for the ‘Marketing Strategy’ Category

What is marketing? Referring to the new definition of the AMA (the American Marketing Association) in 2008 released earlier yesterday, the definition of marketing is:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering aspects, and exchanging offerings That have value for customers, clients, partners, and society at large”.

Then it can be concluded that the purpose of marketing it is the added value of existing exchange to as many stakeholders-purchasers, clients, partners, and the general public, and as often as possible so that stakeholders benefit, the seller was lucky. To achieve the goal tersebutlah according to the book Marketing Revolution by Guenta K., marketing world is divided into two streams: Reminds Flow and Flow Offer.

Reminds flow / Branding / Awareness / Institutional Marketing
This stream is concentrated to remind the existence of such products with different strengths. The goal for the community or target market aware / conscious of the product.

Marketing of this type tend to spend a huge cost. In addition, because remembering is not the same as buying, this strategy was sometimes not increase sales significantly. Yes! Indeed, people know and realize the usefulness and advantages of the product but if they do not buy even make employers / companies lose hundreds of millions or even billions of dollars for an ad that does not generate sales. The downside of this strategy is difficult to measure the effectiveness of marketing in an increase in sales so-called Open Marketing.

Offering flow / Direct Response Marketing
The core of the flow of this marketing is to offer products for sale so that prospective customers directly inspired to buy the product even then. With this method of marketing costs incurred can be compared with the sales results. So cost effective marketing and efeisien out with because every cost incurred will generate profits from sales. This is Close Marketing marketing costs incurred can be measured in sales. You realize? Even the best of this strategy is the cost of marketing can be unlimited as long as we can measure how marketing costs per customer, and how much profit per customer (contribution margin).

For example the cost of purchasing / marketing for a consumer’s average cost of 50,000 and an average contribution margin per consumer marketing 100,000 then the cost may be unlimited. This strategy can be repeated during rotation so that there is still generating cash.

So which strategy is an option? Large companies have long understood using the first marketing. Branding Branding … .. and branding …. The cost of not a few out for ads that simply reminded and can not offer its products. This strategy was not suitable for small industry that has a small budget.

Open marketing may indeed not be able to generate significant sales and at great expense. However, if a product is offered with the same strategy Marketing Close and continuous, which is associated with the hard-selling will make consumers were saturated and reluctant to buy. In my opinion did not rule out the existence of a combination of both. Even Marketing Teacher Hermawan Kertajaya long Marketing wrestle the world open in early yesterday in the New Wave Marketing book to express his new theory are leaning toward Marketing Close to the concept of Low Budget High Impact! I do not know maybe this is indeed the transition period the flow of marketing.

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