INTERACTIVE MARKETING Pertemuan 9 & 10 Mata kuliah: Integrated Marketing Communication (IMC) Tahun : 2009/2010

Bina Nusantara University 3 INTERACTIVE/INTERNET MARKETING (1)  Interactive Media allows for a back-and- forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time  Interactive media include CD-ROMs, kiosks, interactive television, Internet (the World Wide Web)

Bina Nusantara University 4 Interactive/ Internet Marketing (2)  The Web marketers offer advertising sales promotion incentives such as coupons, contests, and sweepstakes online, and they use the Internet to conduct direct marketing, personal selling, and public relations activities more effectively and efficiently.  Example, the award-winning “Whatever” campaign, to introduce the Air Cross Trainer II shoes. The ads featured star athletes such as sprinter Marion Jones in dramatic situations, and as each spot ended, the words “Continue at Whatever. Nike.com” appeared on the screen.

Bina Nusantara University 5 Interactive/ Internet Marketing (3)  When viewers visited the site, they could select from six or seven possible endings to, read information, or purchase the shoes.  The integrated campaign was very effective in driving traffic to both Nike’s main website and whatever.Nike.com site  Also very effective in terms of sales

Bina Nusantara University 6 Sales Promotion (1) Marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Consumer-oriented sales promotion I Targeted to the ultimate user and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of- purchase materials (Exhibit 1-13).Encourage consumers to make an immediate purchase, stimulate short-term sales.

Bina Nusantara University 7 Sales Promotion (2) Trade-oriented sales promotion T Targeted toward marketing intermediaries : wholesalers, distributors, and retailers Promotional and merchandising allowances, price deals, sales contest, and trade shows are used to encourage the trade to stock and promote a company’s products.

Bina Nusantara University 8 Sales Promotion (3)  Sales promotion is often 60 to 70 percent of the promotional budget  Reasons for the increased emphasis on sales promotion include:  Declining brand loyalty and increased consumer sensitivity to promotional deals.  Retailers have become larger and more powerful and are demanding

Bina Nusantara University 9 Publicity / Public Relations (1) a)Publicity  Refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship  Usually comes in the form of a news story, editorial, or announcement  Involves nonpersonal communication to a mass audience, but unlike advertising, publicity is not directly paid for

Bina Nusantara University 10 Publicity / Public Relations (2)  Get the media to cover or run a favorable story on a product, service, cause, or even to affect awareness, knowledge, opinions, and/or behavior  Techniques used the gain publicity include news releases, press conferences, feature articles, photographs, films, and videotapes  Advantage: credibility  Not always under the control

Bina Nusantara University 11 Publicity / Public Relations (3) b) Public Relation  Organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives  Defined as “the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance

Bina Nusantara University 12 Publicity / Public Relations (4) b) Public Relation  Uses publicity and a variety of other tools- including special publication, participation in community activities, fund-raising, sponsorship of special events, and various public affairs activities-to enhance an organization’s image.

Bina Nusantara University 13 PUBLIC RELATIONS

Bina Nusantara University 14 The Role of Public Relations Managing Relationship with the Public CLIENT General Public Customers StockholdersSuppliers Employees

Bina Nusantara University 15 Advantages of Public Relations  Credibility  Cost  Avoidance of clutter  Lead generation  Selectivity  Image building

Bina Nusantara University 16 Marketing Public Relations (MPR) Functions  Building marketplace excitement before media advertising breaks  Creating advertising news where there is no product news  Introducing a product with little or no advertising  Providing a value-added customer service  Building brand-to-customer bonds  Influencing the influencials (i.e., providing information to opinion leaders)  Defending products at risk and giving customers a reason to buy

Bina Nusantara University 17 Public Relations Audiences  Employees of the firm  Stockholders and investors  Community members  Suppliers and customers  Print and broadcast media  Educators  Civic and business organizations  Governments  Financial groups

Bina Nusantara University 18 Public Relations Tools  Press releases  Press conferences  Exclusives  Interviews  Community involvement  The internet

Bina Nusantara University 19 PERSONAL SELLING  A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea  Involves direct contact

Bina Nusantara University 20 THANK YOU! THE WINNER WILL NOT QUIT … BUT, THE QUITER WILL NOT WIN …… !