QIYIN ISH

Traditional Marketing Word-of-Mouth

Lebih mahal dari segi biaya untuk Lebih efisien untuk biaya yang dikeluarkan
Reach and cost marketing

Partisipasi dari konsumen rendah Partisipasinya dari konsumer tinggi karena

karena marketing berjalan di satu arah konsumer sendiri juga berbagi informasi ke
Consumer (dari sisi penjual aja) orang yang akan menjadi konsumer. Menjadi
participation, pelaku sebagai marketer. (sharing ke
how? sesama)

One way or Satu arah,dengan cara iklan tersebut Dua arah antara penjual dan customer
dialog, to what hanya bisa diihat oleh consumer,tanpa melalui medium internet
extent? ada komunikasi dengan pembuat iklan

Informasi yang diterima masih bersifat Lebih trusted karena adanya experience
Information general dan belum tentu tepat sasaran pemakaian
accuracy kepada target marketnya

Rendah karena informasi yang Tinggi, adanya konversasi secara langsung

disampaikan akan sesuai dengan yang dilakukan untuk mengkoreksi informasi
Possibilities in yang dimaksudkan,karena tidak akan yang salah
correcting false terjaid komunikasi ketika
information menyampaikan

Matching to the Belum tentu match dengan Akan lebih match dengan customer karena
customer, to what customer karena traditional sudah ada target yang jelas sebelum
extent? marketing terlalu luas sasarannya melakukan WoM.
Measurable, dengan cara melihat Measurable,dengan cara menghitung setiap
Measurability jumlah salesnya jumlah review yang beredar.

Lebih mampu menyampaikan kualitas Bisa jadi informasi tentang quality yg

dari produk karena marketing disampaikan bias karena setiap orang
Ability to deliver dilaksanakan langsung dari penjual memiliki penilaian masing-masing.
quality produk

Accountability to Lebih mudah dijalankan tetapi Lebih sulit dijalankan karena membutuhkan
superior, difficult memakan cost yang lebih besar target yang jelas tetapi untuk cost lebih
or not? dibandingkan WoM rendah dibandingkan Traditional Marketing.
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WoM Element Suitability

Who is the target Professional women with middle age, Non-user
segment?
What is the most Simplicity and practical of product serving
attractive from the
product?
Is it attractive No, because it still the sell same product, but with a new
because of positioning (target segment, etc) and different method of
novelty? marketing

How to make a Doing event such as cooking demo at the office to offer the
memorable practical value yet still eating a healthy meal.
experience out of
it?
Is WoM the most Yes, to gain new user. They will share the information about
suitable media? royco unintentionally.

How to make it a The unique value of the product. Such as the simplicity and the
conversation topic? practical of the product.
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Virality
Requirements Suitability
(Social currency) The Ambassador should be educated about Royco in order to spread
How to make the the Royco’s value that will be delivered to the customer, (ulitity,
Royco ambassador knowledge, entertainment, monetary)
look good ?
(Trigger) The Ambassador should deliver the quality and the uniqueness of the
What makes Royco product.
memorable? How to
increase it ?
(Emotion) The Ambassador should talking about their positive experience while
How to evoke positive making and consume the product,making a trustness from the right
emotion while talking ambassador(example, celebrity chef)
about Royco ?
(Public) - The Ambassador should bring the souvenir or other Royco’s
Could people see us stuff such as tumbler with Royco’s names on it so people can
consuming Royco? How see that the ambassador consume royco
to expose further?
- The Ambassador could create a video tutorial on how to make
soup using Royco product.
(Practical value) The Ambassador should talks about the value : the practicality on
Did talking about using the product in order to create a WoM trigger.
Royco create benefits To increase the practical value royco must make the product easy to
for other people? How serve and can make anywhere and anytime.
to increase it?
(Stories) The Ambassador should show the storyline when creating a content.
Is Royco interesting? For instance, Royco could use an emotional appeal to make the story
How to elevate it? line more interesting.