Variant of alternative marketing
Alternative
Marketing
Variant of alternative marketing
WOMM –
Organic vs
Amplifed
Buzz
Marketing
(Amplifed
Womm)
Guerella
Marketing
Stealth
Marketing
Lifestyle
Marketing
Viral
Marketing
Experiential
Marketing
WOMM
“the act of consumers
providing information to other
consumers”
yaitu tindakan konsumen yang
menyediakan informasi bagi
konsumen lainnya. (woma.org)
Basic concept
People are connected in what can be referred to as social networks of interpersonal
relationships.
Family members and friends interact on a regular basis, and people intermingle with
work associates daily.
There also are interaction patterns that are less frequent and less strong. We thus
can think of social relations in terms of tie strength.
Consumers’ interpersonal relations range along a continuum from very strong ties
(such as frequent and often intimate communications between friends) to weak ties
(such as rare interactions between casual acquaintances).
It is through these ties, both weak and strong, that information fows about new
products, new restaurants, recently released movies and albums, and myriad other
products and services.
Positive
WOM is benefcial to a
brand, and in such an
event the objective is to
facilitate as much
positive information as
possible and to build
favorable “buzz” about a
brand
Negative
Sometimes the infuence
is negative, such as was
described in the
previous sections on
crisis management and
urban legends and
rumors.
WOM
WOM categories
Organic WOM
Amplifed WOM
"Process by which one person (the opinion leader) informally infuences the
actions or attitudes of other, who may be opinion seeker or merely opinion
recipients" (Scifman & kanuk, 2004⚗:500).
Artinya, suatu proses dimana seseorang sebagai pemimpin opini secara
informal mempengaruhi perilaku atau tindakan orang lain, yang mungkin saja
pencari atau bahkan penerima opini
Komunikasi dari mulut ke mulut tergolong dalam jenis kelompok pertukaran
dyadic. Pertukaran dyadic (dyadic exchange) terjadi apabila individu- individu
memberikan sumber informasi antara yang satu dengan yang lainnya.
Tipe komunikasi word-of-mouth
Product news,
yaitu informasi tentang suatu produk. Misalnya:
tentang keistimewaan model suatu produk, kemajuan
teknologi produk, sifat-sifat produk
Personal
experience,
yaitu pengalaman pribadi konsumen. Hal ini
menyangkut pendapat dari seseorang yang telah
membeli suatu produk mengapa mereka membeli
produk tersebut
Advice giving,
yaitu anjuran yang diberikan kepada konsumen.
Misalnya, anjuran tentang model produk yang
sebaiknya dibeli atau dihindari.
Faktor – faktor yang mempengaruhi
terjadinya komunikasi WOM
Individual factor
Merupakan factor personal atau karakteristik dari seseorang, dan berdasar
bagaimana sikap seseorang dalam menghadapi suatu hal
Reference Group
Faktor word of mouth salah satunya berasal dari rekomendasi orang lain
kepada pelanggan. Rekomendasi dari orang lain bisa berasal dari kelompok
acuan atau reference groups
WOM DALAM NEW
MEDIA
New media merubah cara individu berkomunikasi dan berinteraksi satu dengan yang
lain
Kemunculan social media seperti blogs, social network, situs user- generated
content, dan forum disuksi online menyebabkan komputer dapat memfasilitasi
komunikator untuk mendistribusikan pesannya kepada khalayak yang sifatnya
massal tetapi memiliki kemampuan persusif yang sejajar dengan kemampuan
komunikasi antarpribadi
(Prianti, 2011:9).
Feenback mengemukakan defnisi komunitas virtual sebagai hubungan sosial
yang terjadi dalam cyberspace melalui interaksi dalam forum, website, atau
conference chat yang membahas topik-topik tertentu.
(Lievrouw dan livingstone , 2006 : 62)
Kesamaan minat, kesamaan kebutuhan akan informasi, keakraban dari email
discussion dan lainnyalah yang mendasari kepercayaan seseorang terhadap
informasi yang ada atau didapat dari komunitas virtualnya, sehingga
komunitas virtual dijadikan tempat referensi terpercaya dalam mencari
informasi (Anantya, 2005:32).
konsumen lebih mempercayai orang yang baru dikenal dalam media sosial
mereka melebihi kepercayaan mereka terhadap para ahli.
(Lightspeed Reasearch dalam Kotler, 2010:4⚗3),
Opinion Leader
An opinion leader is a person within a
social network of family, friends, and
acquaintances who has particular
infuence on other individuals’
attitudes and behavior.
Opinion leaders functions :
Opinion leaders perform several important functions:
◦ They inform other people about products,
◦ they provide advice and
◦ reduce the follower’s perceived risk in purchasing a product,
◦ and they ofer positive feedback to support or confrm decisions that followers have
already made.
Thus, an opinion leader is an informer, persuader, and confrmer.
Opinion leadership infuence is typically restricted to one or several
consumption topics rather than applying universally across many
consumption domains.
That is, a person who is an opinion leader with respect to issues and
products in one consumption area—such as, movies, computers,
skiing, or cooking—is not generally infuential in other unrelated areas.
Buzz
Marketin
g
http://www.empowernetwork.com/magicinads/blog/is-empower-network-the-new-buzz-marke
Buzz Marketing Defnition
Buzz marketing or word-of-mouth marketing emphasizes consumers passing
along information about a product. A recommendation by another person carries
higher levels of credibility that does an advertisement. (Clow and Baack)
word-of-mouth infuence (WOM) is both complex and difcult to control.
The goal of Buzz is to generate buzz or conversations about a brand.
This can occur through a blog, emails, at a party, or numerous other ways.
While the ideal is people talking about a brand because they really love it,
buzz marketing by frms is through brand ambassadors. They are
compensated in some way to generate buzz about the brand (blog, email,
block party, etc). They are supposed to identify that they are being
sponsored by the brand or compensated in some way
Buzz Marketing Ways
The product must be
unique, new or
perform better than
current brands
The brand must stand
out and have distinct
advantagesover
current products on
the market
Word-ofmouth
The advertising must
be intriguitng,
diferent, and unique
Buzz Marketing Reasons
People trust someone else’s opinion more than
paid advertising
People like to give their opinions
They like to share their thoughts because as human beings
there is an innate desire for social interaction and a concern
abaout the welfare of others
Also, one’s ego and self-worth are elevated through sharing
an opinion with others
Stealth Marketing
The goal of stealth marketing is
alike buzz marketing, but
ambassadors keep their identities
secret and they hide the fact they are
being paid or sponsored by a brand.
The idea is that the recommendation
is then more genuine, believable.
Some consider it unethical, others do
not.
http://under30ceo.com/fve-guerrilla-marketing-weapons-that-helped-increase-my-business-without-spending-any
Viral
Marketin
g
Internet advertising or
marketing that spreads
exponentially whenever a new
user is added
http://under30ceo.com/fve-guerrilla-marketing-weapons-that-helped-increase-my-business-without-spending-any
Guerrilla
Marketin
g
Guerrilla marketing is the art
and science of breaking
conventional marketing rules,
bypassing traditional outlets
and using uncommon sense to
reach people with marketing
messages.
http://under30ceo.com/fve-guerrilla-marketing-weapons-that-helped-increase-my-business-without-spending-any
Guerrilla Marketing
Defnition
I'm referring to the soul and essence of guerrilla marketing
which remain as always -- achieving conventional goals, such as
profts and joy, with unconventional methods, such as investing
energy instead of money. (Jay Levinson)
Guerrilla marketing programs are designed to obtain instant
result while using limited resources. The tactics rely on
creativity, quality relationship, and the willingness to try unusual
approaches. (Clow and Baack)
Customer
beneft
Unique
Low cost
Guerrill
a
Marketi
ng
Make
relationsh
ip
unexpect
ed
creative
http://guerrillasushi.blogspot.com/2009_11_01_archive.html
requires money
TRADITIONAL
MARKETING
GUERILLA
MARKETING
requires energy and imaginations
Geared to large businesses with big budgets
Geared to small businesses and big dreams
result measured by seles
Results measured by proft
based on experience and guesswork
based on psychology and human behavior
increases production and divercity
grows through existing customers and
referrals
Grow by adding customers
Obliterates the competition
Cooperates with other businesses
aims messages at large group
aims messages at individual asn small
groups
uses marketing to generate sales
uses marketing to gain customer consent
“me marketing” that looks at “my” company
“you marketing” that looks at how can we
help “you”
Most Popular GM Weapons
Word of mouth
catalog
Sponsorship
demontration
Gift baskets
Seles presentation
Direct mail
Trade show display
insert
Social network
merchandise
Mailing list
event
pakage
Lifestyle
Marketin
g
http://www.mysingaporetravel.com/2012/01/singapore-fea-markets-eclectic
Lifestyle Marketing
Defnition
A fnal program which involves
identifying marketing methods
associated with the hobbies and
entertainment venues of the target
audience, its can be used to make
contacts with consumers in more
ofbeat and relaxed settings.
Life style marketing includes
contacting consumers at places
such as farmer’s market, bluegrass
festivals, city-wide garage sales,
fea markets, craft shows, syock car
races, ect. (Clow and Baack)
Lifestyle Marketing Strategy
Lifestyle marketing pinpoint the
way in which an individual lives
and spends money. The target
market is seen as a smaller
homogeneous segment.
Lifestyle marketing ha a great
deal in common with event
marketing
Lifestyle marketing’s key goal
is toidentify a venue where
the target market goes for
relaxation, excitement,
socialization, or enjoyment
Experienti
al
Marketing
http://www.marketingwerks.com/
Experiential Marketing
Defnition
The experiential marketing is the
process of identifying and satisfying
customer needs and aspirations
proftably, enganging them throught
two-way communications that bring
brand personalities to life and add
value to the target audience.
. Live brand experiences usually
manifest in the form of live events
that allow the consumers to live,
breathe and feel the brand throught
interactive sensory connections and
activities. (Shaz Smilansky)
Experiential Marketing
Objectives
Bringing the brand
personality to life
Drive word-of-mouth
Create a memorable brand
experience
Drive product trial and sign
up members
Increase footfall in-store
Positioning or repositioning
the brand
Creating brand advocacy
Increasing sales
Position the brand
Raising brand awareness
Target new audience
Driving website trafc
Increase customer loyality
Communicating complex
brand messages
Experiential Marketing
Strategy
adverts
televised or broadcast
entertaiment
game or competition
interactive technology
Education
http://denverlibrary.org/content/fash-mob
Marketing
Variant of alternative marketing
WOMM –
Organic vs
Amplifed
Buzz
Marketing
(Amplifed
Womm)
Guerella
Marketing
Stealth
Marketing
Lifestyle
Marketing
Viral
Marketing
Experiential
Marketing
WOMM
“the act of consumers
providing information to other
consumers”
yaitu tindakan konsumen yang
menyediakan informasi bagi
konsumen lainnya. (woma.org)
Basic concept
People are connected in what can be referred to as social networks of interpersonal
relationships.
Family members and friends interact on a regular basis, and people intermingle with
work associates daily.
There also are interaction patterns that are less frequent and less strong. We thus
can think of social relations in terms of tie strength.
Consumers’ interpersonal relations range along a continuum from very strong ties
(such as frequent and often intimate communications between friends) to weak ties
(such as rare interactions between casual acquaintances).
It is through these ties, both weak and strong, that information fows about new
products, new restaurants, recently released movies and albums, and myriad other
products and services.
Positive
WOM is benefcial to a
brand, and in such an
event the objective is to
facilitate as much
positive information as
possible and to build
favorable “buzz” about a
brand
Negative
Sometimes the infuence
is negative, such as was
described in the
previous sections on
crisis management and
urban legends and
rumors.
WOM
WOM categories
Organic WOM
Amplifed WOM
"Process by which one person (the opinion leader) informally infuences the
actions or attitudes of other, who may be opinion seeker or merely opinion
recipients" (Scifman & kanuk, 2004⚗:500).
Artinya, suatu proses dimana seseorang sebagai pemimpin opini secara
informal mempengaruhi perilaku atau tindakan orang lain, yang mungkin saja
pencari atau bahkan penerima opini
Komunikasi dari mulut ke mulut tergolong dalam jenis kelompok pertukaran
dyadic. Pertukaran dyadic (dyadic exchange) terjadi apabila individu- individu
memberikan sumber informasi antara yang satu dengan yang lainnya.
Tipe komunikasi word-of-mouth
Product news,
yaitu informasi tentang suatu produk. Misalnya:
tentang keistimewaan model suatu produk, kemajuan
teknologi produk, sifat-sifat produk
Personal
experience,
yaitu pengalaman pribadi konsumen. Hal ini
menyangkut pendapat dari seseorang yang telah
membeli suatu produk mengapa mereka membeli
produk tersebut
Advice giving,
yaitu anjuran yang diberikan kepada konsumen.
Misalnya, anjuran tentang model produk yang
sebaiknya dibeli atau dihindari.
Faktor – faktor yang mempengaruhi
terjadinya komunikasi WOM
Individual factor
Merupakan factor personal atau karakteristik dari seseorang, dan berdasar
bagaimana sikap seseorang dalam menghadapi suatu hal
Reference Group
Faktor word of mouth salah satunya berasal dari rekomendasi orang lain
kepada pelanggan. Rekomendasi dari orang lain bisa berasal dari kelompok
acuan atau reference groups
WOM DALAM NEW
MEDIA
New media merubah cara individu berkomunikasi dan berinteraksi satu dengan yang
lain
Kemunculan social media seperti blogs, social network, situs user- generated
content, dan forum disuksi online menyebabkan komputer dapat memfasilitasi
komunikator untuk mendistribusikan pesannya kepada khalayak yang sifatnya
massal tetapi memiliki kemampuan persusif yang sejajar dengan kemampuan
komunikasi antarpribadi
(Prianti, 2011:9).
Feenback mengemukakan defnisi komunitas virtual sebagai hubungan sosial
yang terjadi dalam cyberspace melalui interaksi dalam forum, website, atau
conference chat yang membahas topik-topik tertentu.
(Lievrouw dan livingstone , 2006 : 62)
Kesamaan minat, kesamaan kebutuhan akan informasi, keakraban dari email
discussion dan lainnyalah yang mendasari kepercayaan seseorang terhadap
informasi yang ada atau didapat dari komunitas virtualnya, sehingga
komunitas virtual dijadikan tempat referensi terpercaya dalam mencari
informasi (Anantya, 2005:32).
konsumen lebih mempercayai orang yang baru dikenal dalam media sosial
mereka melebihi kepercayaan mereka terhadap para ahli.
(Lightspeed Reasearch dalam Kotler, 2010:4⚗3),
Opinion Leader
An opinion leader is a person within a
social network of family, friends, and
acquaintances who has particular
infuence on other individuals’
attitudes and behavior.
Opinion leaders functions :
Opinion leaders perform several important functions:
◦ They inform other people about products,
◦ they provide advice and
◦ reduce the follower’s perceived risk in purchasing a product,
◦ and they ofer positive feedback to support or confrm decisions that followers have
already made.
Thus, an opinion leader is an informer, persuader, and confrmer.
Opinion leadership infuence is typically restricted to one or several
consumption topics rather than applying universally across many
consumption domains.
That is, a person who is an opinion leader with respect to issues and
products in one consumption area—such as, movies, computers,
skiing, or cooking—is not generally infuential in other unrelated areas.
Buzz
Marketin
g
http://www.empowernetwork.com/magicinads/blog/is-empower-network-the-new-buzz-marke
Buzz Marketing Defnition
Buzz marketing or word-of-mouth marketing emphasizes consumers passing
along information about a product. A recommendation by another person carries
higher levels of credibility that does an advertisement. (Clow and Baack)
word-of-mouth infuence (WOM) is both complex and difcult to control.
The goal of Buzz is to generate buzz or conversations about a brand.
This can occur through a blog, emails, at a party, or numerous other ways.
While the ideal is people talking about a brand because they really love it,
buzz marketing by frms is through brand ambassadors. They are
compensated in some way to generate buzz about the brand (blog, email,
block party, etc). They are supposed to identify that they are being
sponsored by the brand or compensated in some way
Buzz Marketing Ways
The product must be
unique, new or
perform better than
current brands
The brand must stand
out and have distinct
advantagesover
current products on
the market
Word-ofmouth
The advertising must
be intriguitng,
diferent, and unique
Buzz Marketing Reasons
People trust someone else’s opinion more than
paid advertising
People like to give their opinions
They like to share their thoughts because as human beings
there is an innate desire for social interaction and a concern
abaout the welfare of others
Also, one’s ego and self-worth are elevated through sharing
an opinion with others
Stealth Marketing
The goal of stealth marketing is
alike buzz marketing, but
ambassadors keep their identities
secret and they hide the fact they are
being paid or sponsored by a brand.
The idea is that the recommendation
is then more genuine, believable.
Some consider it unethical, others do
not.
http://under30ceo.com/fve-guerrilla-marketing-weapons-that-helped-increase-my-business-without-spending-any
Viral
Marketin
g
Internet advertising or
marketing that spreads
exponentially whenever a new
user is added
http://under30ceo.com/fve-guerrilla-marketing-weapons-that-helped-increase-my-business-without-spending-any
Guerrilla
Marketin
g
Guerrilla marketing is the art
and science of breaking
conventional marketing rules,
bypassing traditional outlets
and using uncommon sense to
reach people with marketing
messages.
http://under30ceo.com/fve-guerrilla-marketing-weapons-that-helped-increase-my-business-without-spending-any
Guerrilla Marketing
Defnition
I'm referring to the soul and essence of guerrilla marketing
which remain as always -- achieving conventional goals, such as
profts and joy, with unconventional methods, such as investing
energy instead of money. (Jay Levinson)
Guerrilla marketing programs are designed to obtain instant
result while using limited resources. The tactics rely on
creativity, quality relationship, and the willingness to try unusual
approaches. (Clow and Baack)
Customer
beneft
Unique
Low cost
Guerrill
a
Marketi
ng
Make
relationsh
ip
unexpect
ed
creative
http://guerrillasushi.blogspot.com/2009_11_01_archive.html
requires money
TRADITIONAL
MARKETING
GUERILLA
MARKETING
requires energy and imaginations
Geared to large businesses with big budgets
Geared to small businesses and big dreams
result measured by seles
Results measured by proft
based on experience and guesswork
based on psychology and human behavior
increases production and divercity
grows through existing customers and
referrals
Grow by adding customers
Obliterates the competition
Cooperates with other businesses
aims messages at large group
aims messages at individual asn small
groups
uses marketing to generate sales
uses marketing to gain customer consent
“me marketing” that looks at “my” company
“you marketing” that looks at how can we
help “you”
Most Popular GM Weapons
Word of mouth
catalog
Sponsorship
demontration
Gift baskets
Seles presentation
Direct mail
Trade show display
insert
Social network
merchandise
Mailing list
event
pakage
Lifestyle
Marketin
g
http://www.mysingaporetravel.com/2012/01/singapore-fea-markets-eclectic
Lifestyle Marketing
Defnition
A fnal program which involves
identifying marketing methods
associated with the hobbies and
entertainment venues of the target
audience, its can be used to make
contacts with consumers in more
ofbeat and relaxed settings.
Life style marketing includes
contacting consumers at places
such as farmer’s market, bluegrass
festivals, city-wide garage sales,
fea markets, craft shows, syock car
races, ect. (Clow and Baack)
Lifestyle Marketing Strategy
Lifestyle marketing pinpoint the
way in which an individual lives
and spends money. The target
market is seen as a smaller
homogeneous segment.
Lifestyle marketing ha a great
deal in common with event
marketing
Lifestyle marketing’s key goal
is toidentify a venue where
the target market goes for
relaxation, excitement,
socialization, or enjoyment
Experienti
al
Marketing
http://www.marketingwerks.com/
Experiential Marketing
Defnition
The experiential marketing is the
process of identifying and satisfying
customer needs and aspirations
proftably, enganging them throught
two-way communications that bring
brand personalities to life and add
value to the target audience.
. Live brand experiences usually
manifest in the form of live events
that allow the consumers to live,
breathe and feel the brand throught
interactive sensory connections and
activities. (Shaz Smilansky)
Experiential Marketing
Objectives
Bringing the brand
personality to life
Drive word-of-mouth
Create a memorable brand
experience
Drive product trial and sign
up members
Increase footfall in-store
Positioning or repositioning
the brand
Creating brand advocacy
Increasing sales
Position the brand
Raising brand awareness
Target new audience
Driving website trafc
Increase customer loyality
Communicating complex
brand messages
Experiential Marketing
Strategy
adverts
televised or broadcast
entertaiment
game or competition
interactive technology
Education
http://denverlibrary.org/content/fash-mob