Sniper Marketing | Oleh Penulis Marketing 4.0, 5.0, dan 6.0 - ANALISIS #59

Marketeers TV

19 Aug 202416:15

Summary

TLDRThe video script introduces 'Sniper Marketing' as a targeted and efficient approach to marketing, contrasting it with the 'Rambo' method that uses excessive resources. It emphasizes the importance of identifying the right marketing focus and allocating funds effectively. The script also discusses the 5A customer journey model to understand customer engagement levels, categorizing products into 'high involvement' and 'low involvement' based on customer decision-making processes. It suggests that marketing strategies should be tailored to these categories, focusing on 'pool marketing' for high involvement and 'push marketing' for low involvement to optimize marketing efforts.

Takeaways

🎯 The concept of 'Sniper Marketing' is introduced as a targeted and efficient approach to marketing, as opposed to the 'Rambo' method which is more wasteful.
🗃️ The script differentiates between two types of marketers: 'Rambo' who uses a lot of resources without precision, and 'Sniper' who focuses on hitting key targets with minimal resources.
🤑 'Rambo' marketers are described as spending a lot of money without knowing which marketing activities are most effective, while 'Sniper' marketers are more focused and strategic.
📍 The importance of finding the right 'focus point' in marketing activities is emphasized, which involves understanding where and how to allocate resources effectively.
💰 The script suggests allocating funds to the right focus points to avoid wasting money on ineffective marketing strategies.
🔍 The '5A' model is introduced as a tool for understanding customer journeys, which includes Awareness, Appeal, Ask, Act, and Advocate stages.
🛍️ The 'Discovery' phase of the 5A model is highlighted as the initial stage where potential customers are attracted to and explore the brand.
📈 The 'Buying' phase, which includes the Act and Advocate stages, is described as the point where potential customers become actual customers and may recommend the brand to others.
🏘️ High involvement categories are explained as industries where products or services are expensive and decisions take longer, such as property and cars.
🏷️ The script identifies 'Beauty and Skin Care' as an example of a high involvement category where customers are cautious due to concerns about damaging their skin.
📊 The importance of understanding customer involvement levels is stressed to effectively allocate marketing budgets, with a focus on 'pool' marketing activities for high involvement categories.

Q & A

What is the main concept of 'Sniper Marketing' as discussed in the transcript?
-Sniper Marketing is a targeted marketing approach that focuses on precision and efficiency, as opposed to the 'Rambo' style which uses a lot of resources with less focus. It involves identifying the right focus points for marketing activities and allocating resources effectively to those points.
What are the two types of marketers mentioned in the script, and how do they differ?
-The two types of marketers mentioned are 'Rambo' and 'Sniper'. Rambo marketers use a lot of resources and may not be as targeted, while Sniper marketers are more precise, focusing on important areas and spending resources effectively.
What is the 5A customer journey model discussed in the script?
-The 5A customer journey model includes five phases: Awareness, Appeal, Ask, Act, and Advocate. It describes the process customers go through from initial exposure to a product or service to becoming an advocate for the brand after a satisfactory experience.
How does the script differentiate between the Discovery and Buying phases in the 5A model?
-The Discovery phase, which includes the first three As (Aware, Appeal, and Ask), is when potential customers are exposed to the brand and start exploring it. The Buying phase, which includes the Act and Advocate stages, is when customers have made their purchase and may recommend the brand to others.
What are the three small questions that should be answered to understand customer involvement according to the script?
-The three questions are: 1) How long do customers usually take to decide to purchase a product in your category? 2) How afraid are they of making a wrong decision on a product or service? 3) Are they willing to change brands?
What are 'High Involvement Categories' and how are they characterized in the script?
-High Involvement Categories are industries where products and services are considered significant investments, and customers spend a lot of time researching and deciding before making a purchase. Examples given include property, cars, and smartphones.
How does the script suggest allocating marketing resources for high involvement categories?
-For high involvement categories, the script suggests focusing about 70% of the marketing budget on 'pool activities' during the Discovery phase to attract prospects and help them find the brand while they are exploring.
What are 'Low Involvement Categories' and how do they differ from High Involvement Categories?
-Low Involvement Categories are those where customers do not spend much time choosing the right brand because the products are usually affordable and there is not much perceived difference between options. Examples include home care products, water, snacks, and stationery.
What strategies are recommended for marketing in low involvement categories according to the script?
-For low involvement categories, the script recommends focusing more on 'push marketing' activities, such as ensuring product availability, having an aggressive sales team, and being present at trade shows and online platforms to make sure the product is available when customers decide to buy.
How does the script define 'Top of Mind' brands and their importance in low involvement categories?
-Top of Mind brands are those that are at the top of the customer's shortlist or consideration set. They are important in low involvement categories because customers are more likely to make an impulsive decision and choose a product that is readily available and familiar.
What is the recommended marketing budget allocation for low involvement categories as per the script?
-For low involvement categories, the script suggests spending around 70% on push marketing activities to ensure the product is always available when customers decide to buy, and only about 30% on pull marketing to attract customers.

Outlines

00:00

🎯 Introduction to Sniper Marketing

The speaker, Iwan Setiawan, introduces the concept of 'Sniper Marketing' as a targeted and efficient approach to marketing, contrasting it with the 'Rambo' style that uses a lot of resources with less precision. The focus is on finding the right focal point for marketing activities and allocating resources effectively. The '5A' customer journey tool is mentioned as a means to understand customer behavior from awareness to advocacy, dividing it into two main phases: Discovery (Aware, Appeal, Ask) and Buying (Act, Advocate), with the former focusing on attracting prospects and the latter on converting them into customers.

05:02

🏠 High Involvement Categories in Marketing

This paragraph delves into 'high involvement' categories, where customers spend significant time and resources in decision-making due to high stakes, such as property, cars, and smartphones. The importance of thorough research and comparison before making a purchase is emphasized, as is the fear of making a wrong choice with expensive or long-term commitments. The speaker provides examples of industries that are considered high involvement, including property, automotive, and certain beauty products, where the customer's decision process is lengthy and requires a substantial marketing budget focused on the Discovery phase.

10:03

🛒 Low Involvement Categories in Marketing

The speaker contrasts 'high involvement' with 'low involvement' categories, where customers do not spend much time choosing between brands due to lower costs and perceived similarities between products. Examples given include home care products, water, snacks, and stationery, where brand loyalty is less significant, and consumers are more open to substitution. The paragraph also mentions non-FMCG categories like construction materials and lubricants, where the involvement is low because the decision is often delegated to professionals or because the products are not central to the consumer's daily life.

15:04

🚀 Implementing Sniper Marketing Strategies

The final paragraph wraps up the discussion by emphasizing the importance of focusing marketing efforts on the stages where customers are most active. For high involvement categories, the speaker suggests allocating more budget to the Discovery phase, using strategies like social media, SEO, and influencers to attract and inform potential customers. Conversely, for low involvement categories, the focus should be on push marketing to ensure availability and aggressive sales tactics at the point of purchase. The goal is to be the top-of-mind brand for consumers, readily chosen when they decide to make a purchase.

Mindmap

Keywords

💡Sniper Marketing

Sniper Marketing is a targeted marketing approach that focuses on precision rather than broad, scattershot tactics. In the video, it is contrasted with 'Rambo marketing,' which uses a lot of resources with less focus. The theme revolves around the efficiency of marketing efforts, with 'Sniper marketing' being the method that hits the most important targets with minimal resources.

💡High Involvement Category

High Involvement Category refers to product or service categories where consumers spend significant time and effort in making a purchase decision due to high stakes, such as property or automobiles. The script uses examples like buying a house or a car, where consumers conduct extensive research and are cautious, reflecting the importance of the Discovery phase in the 5A customer journey model.

💡5A Customer Journey

The 5A Customer Journey is a framework used to understand and map the stages a customer goes through from awareness to advocacy. It includes Awareness, Appeal, Ask, Act, and Advocate. The video discusses how this model can help businesses understand customer behavior and tailor their marketing strategies accordingly.

💡Discovery Phase

Discovery Phase is the first part of the 5A Customer Journey, where potential customers become aware of and explore a brand or product. The script emphasizes the importance of this phase in high involvement categories, where marketing activities should focus on attracting prospects and providing information to assist their research.

💡Long Discovery

Long Discovery describes a lengthy and in-depth research process consumers undertake before making a purchase, especially in high involvement categories. The video script mentions how consumers in the automotive industry spend about two months researching before deciding on a car model, illustrating the extensive decision-making process.

💡Pool Marketing

Pool Marketing is a strategy mentioned in the script that focuses on attracting as many prospects as possible to discover the brand during the Discovery phase. It involves creating useful content, optimizing search engine results, and leveraging influencers to ensure the brand is part of the consideration set.

💡Push Marketing

Push Marketing is the strategy of aggressively promoting products to customers, ensuring the product is always available and top-of-mind. In the context of the video, it is suggested for low involvement categories where consumers do not spend much time on decision-making, and the brand should focus on making the purchase process easy and immediate.

💡Top of Mind Brand

Top of Mind Brand refers to a brand that consumers think of first when considering a purchase in a particular category. The video explains that being a top of mind brand is crucial in low involvement categories, as consumers are more likely to make impulsive, on-the-spot decisions.

💡Low Involvement Category

Low Involvement Category pertains to products or services where consumers do not invest much time or consideration in choosing a brand due to lower stakes and perceived similarity among options. Examples from the script include home care products, water, snacks, and stationery, where brand loyalty is less significant.

💡SEO (Search Engine Optimization)

SEO is the practice of optimizing a website to rank higher in search engine results, making it easier for potential customers to find the brand during their research. The script mentions the importance of SEO in pool marketing activities to ensure the brand is discoverable during the Discovery phase.

💡Influencer Marketing

Influencer Marketing involves leveraging individuals with a following to promote products or services. The video script discusses its role in providing reviews and opinions that consumers consider during their long Discovery process, particularly in high involvement categories.

Highlights

Introduction to 'Sniper Marketing' by Iwan Setiawan, emphasizing precision in marketing efforts.

Differentiation between 'Rambo' and 'Sniper' marketing styles, with the latter being more targeted and efficient.

The importance of finding the right focus in marketing activities to avoid wasting resources.

The concept of allocating marketing budget effectively by identifying the correct focus points.

The significance of customer involvement in the marketing strategy.

Introduction of the 5A model as a tool for understanding customer journey.

Explanation of the five stages of the 5A model: Awareness, Appeal, Ask, Act, and Advocate.

The role of 'Discovery' phase in the 5A model, focusing on attracting prospects to explore the brand.

The 'Buying' phase, which includes the Act and Advocate stages, and its significance in customer conversion.

The importance of understanding customer decision-making time and risk aversion in high involvement categories.

Examples of high involvement categories: property, cars, and smartphones, due to their high cost and long usage.

The concept of 'low involvement' categories where decision-making is quicker and less risky.

Examples of low involvement categories: home care products, beverages, and snacks.

The strategy shift in marketing focus depending on whether the category is high or low involvement.

The importance of 'pool marketing' activities in high involvement categories to attract customers during the Discovery phase.

Suggested marketing channels for pool marketing: social media, search engine optimization, and influencers.

The role of 'push marketing' in low involvement categories to ensure constant product availability and aggressive sales tactics.

Strategic allocation of marketing budget with a focus on the right activities at the right stages of customer journey.

Conclusion on the effectiveness of Sniper marketing in targeting the right customer segments at the right time.