Escolar Documentos
Profissional Documentos
Cultura Documentos
Hifni Alifahmi
alifahmi21@yahoo.com, fahmi@spiritmarcom.com
Evolusi Konsep
Pemasaran Kontemporer-1
Yesterday Today
PUBLICITY ADVERTISING
AND PUBLIC
RELATIONS
SERVICE
TRANSACTIONS ONGOING
INDIVIDUAL
CUSTOMER
SPECIAL CUSTOMER/ INTERACTION
EVENTS PROSPECT
PROFILES
The Growth-Producing
Data-based Machine
Database-driven
marketing
program
Constantly
improving
database
3. Maximized accountability
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