5M of Marketing Communication
My company conducting data mining to personalized marketing communication. Although we have captive customer, we think public should know about us. Rather than conducting PR campaign, our communication mgr starts to conduct SMS blast and SPG event. I think he is not aware that we use personalized media, but expecting mass result (menggarami laut). This is a classic problem in defining Mission and Media.
Another blunder is a campaign to increase awareness of public and customer which is affluent, -a big spender (imagine our car buyers who spend IDR 100 mio in one transaction, and approx. IDR 500,000 quarterly for car maintenance service) using El-Shinta Radio talk show. The first problem, it is not frequent, the second, it is not targeted to desired customer. Can we imagine Avanza / Kijang owner tune in El-Shinta at 9.30 o’clock in the morning? Why not listening to Trijaya, Radio One, Cosmopolitan, Delta, Pass, Kiss or Mustang…… A friend of mine, smiling as hearing this campaign, and asks “Customer lu supir semua ya? Knapa ngga campaign ke Mall, Café or University? Kalo mau mass, daripada radio mendingan majalah yang lebih segmented, dan awet usianya de….” Yes… I just smile back and change the topic.
Once again, a simple marketing communication sacred 5M (Mission, Message, Media, Money, and Measurement) is not understood, or have forgotten because of its simplicity compared to sophisticated CRM.
