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

Summary

The 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.