Modul ke:
Pemasaran Sosial Cause Related Marketing
Fakultas
FIKOM Program Studi
Marcomm & Advertising
Dra. Tri Diah Cahyowati, Msi.
Cause Related Marketing • bentuk kontribusi perusahaan dari penjualan produk sebagai donasi bagi masalah sosial tertentu
Beda CRM • Kontribusi PerusahaanTergantung Dari Response Konsumen • Membutuhkan lebih banyak perjanjian formal dan kordinasi; membuat penawaran promosi khusus, mengembangkan iklan co-branding • Mengikuti aktivitas pembelian konsumen • Memerlukan promosi lebih banyak,
Tipikal CRM • Sejumlah rupiah tertentu dari setiap produk terjual (Rp.500,untuk yayasan kanker Ind. dari setiap penjualan minyak goreng Garing sampai bulan Desember) • Sejumlah tertentu untuk setiap aplikasi atau pembukaan account (Rp.1.000,- diberikan ke sekolah tuna netra dari setiap nasabah baru yang membuka deposito di Bank Royal) • Sejumlah persentasi tertentu dari penjualan atau transaksi (70% dari harga jual Avon’s Crusade diberikan untuk masalah Kanker Payudara) • Sejumlah persentasi tertentu dari keuntungan penjualan (Paul Newman memberikan 100% dari seluruh keuntungan dan royaltinya untuk pendidikan)
TIPIKAL CRM • Penawaran dapat hanya satu produk khusus ( $1 donated for setiap penjualan Big Mac) dapat pula beberapa atau semua produk ( Avon’s line of “pink ribbon” products) • Dalam waktu yang khusus (Penjualan Big Mac pada hari Anak sedunia), dapat juga jangka waktu yang lama • Membuat batas hasil penjualan untuk kontribusi (Lysol memberikan 500 untuk setiap kupon hingga mencapai 250.000.000
Major Issues • HEALTH ISSUES ( kanker payudara, jantung, asma, arthritis, AIDS) • CHILDREN’S NEEDS (pendidikan, kelaparan, kesehatan) • BASIC NEEDS (kelaparan, tunawisma) • ENVIRONMENT (suaka alam,perlindungan hewan)
Manfaat Bagi Perusahaan • • • •
MENARIK PELANGGAN BARU MENCAPAI NICHE MARKETS MENINGKATKAN PENJUALAN PRODUK MEMEMBANGUN IDENTITAS MEREK YANG POSITIF
Contoh CRM CORPORATION
Cause
Target Audiences
The Offer
Major Parnets
Avon and the Avon Foundation
Breast Cancer
Women who buy cosmetics and care about the breast cancer cause
Percentage of sales of “pink ribbon” products donated to Avon Foundation
Avon sales representatives Breast Cancer reasearch and patient services
QVC
Tobacco cessation (penghentian tembakau)
Family and friends of womwen who smoke
$5 donated every sterling silver circle of friends pin sold
American Legacy Foundation
Target
School equipmet and program
Parents with kids in school grades K12
One percent of purchases donated to eligible K-12 school of the guest’s choice and 0.5 percent of Target Visa purchase made elsewhere
Public shools
Continued corporation
cause
Target Audiences
The Offer
Major Parners
AT&T Broadband
Families of sick children
Internet Users
Donation of $7 with installation of high speed Internet service
Ronals McDonald House Charities
Athena Water
Women’s cancer
People concerned With women’s cancers
100 percent of net profits donated to medical research
Research and Health organizati ons
Northwest Airlines
Travel for sick children
Members of Northwest mileage plans
Member miles that are donated are matched by theairline
Children’s charities
lanjutan corporation
cause
Target Audiences
The Offer
Major Parners
AT&T Broadband
Families of sick children
Internet Users
Donation of $7 with installation of high speed Internet service
Ronals McDonald House Charities
Athena Water
Women’s cancer
People concerned With women’s cancers
100 percent of net profits donated to medical research
Research and Health organizati ons
Northwest Airlines
Travel for sick children
Members of Northwest mileage plans
Member miles that are donated are matched by theairline
Children’s charities
Potentiap Corporate Benefit • ATTRACTING NEW CUSTOMER Kartu kredit Amerika express dalam kampanyenya pada awal tahun 1980 berhasil meningkatkan pemakaian kartu kredit dan pemegang kartu kredit baru dan dana yang berhasil didapat lebih dari $1 million untuk restorasi Patung Liberty.
lanjutan • Pin sterling silver didesain dengan Sunburst logo, yang merupakan simbol dari harapan dan inspirasi kepada wanita dan keluarga untuk memilih bebas tembakau. Pin ini juga merefleksikan gerakan moral untuk membantu orang yang kita cintai dan temanteman dalam usahanya untuk berhenti merokok. • Pin hanya ditawarkan melalui QTC, dan dari setiap Pin yang terjual $5 diserahkan ke American Legacy Foundation untuk membantu pendanaan program wanita tanpa rokok, termasuk toll-free helpline.
Potential Concern • Perjanjian tertulis yang rinci antara perusahaan dengan kegiatan amal, memerlukan lebih banyak waktu dan perhatian dibanding dgn Cause promotion • Batasan hukum dan persyaratan perlu diketahui • Perusahaan dan partner perlu membuat sistem untuk memonitoring dan memastikan apakah janji ke customer telah terpenuhi • Untuk mendapat partisipasi, sering memerlukan investasi untuk iklan, point-of purchase, and/or direct mail, agar dapat mencapai target audiencs.
• Konsumen sering meragukan kampanye seperti ini, berapa besar dana yang disumbangkan dari hasil penjualan, apalagi jika kelihatannya hasilnya sedikit, tidak memperlihatkan jumlah yang menjanjikan.
Key To Succsess • Select a major cause that your company and your target audience has passion about. • Choose a charity partner that has a broad base of existing and potential relationships, as the amount per transaction generated by the campaign may be small and therefore high volumes will be key to a successful campaign • Research the idea with targeted customer • Keep the offer simple • Be willing to recognize errors and make changes
When Should CRM initiative be Considered • Perusahaan dengan mass market • Perusahaan dengan jalur distribusi yang baik • In situation where a company has an existing, ideally long-term assciatiation with a cause or charity
Developing A CRM Campaign Plan • • • • • • •
Situatuation assessment Setting objectives and goals Selecting target audiences Detemining the marketing mix Developing Budget Implementation Evaluation plans
• In the situation assessment phase, begin by identifying the company’s marketing needs. Does the company want to enter a new market with existing products? Is there a new product launch that this effort might help? Or is the market becoming crowed with parity product, offered at similar price in similar location, with the company in need of a new strategy for product differentiation?
• With this focus, the assessment then moves to identifying a social issue to support. What issues is the corporation already supporting? Would a CRM effort strengthen the company’s association and contribution to this cause? What are the major social concerns of target market? • Which one is the most closely with the company’s core values and has the strongest potential for connections with products that would support marketing objectives?
• At this point, potential partners are explored. As this will be co-branded effort, what charity or foundation would be right match fot the company and product’s positioning? How large is their membership or donor base and what is their reputation in the community? • Once a social cause and charity have been selected, a marketing plan is developed to include marketing objectives
Terima Kasih Dra. Tri Diah Cahyowati, Msi.
