Powerful Reputation Marketing Hifni Alifahmi [email protected]@yahoo.com,...

PowerfulReputation Marketing

Hifni [email protected], [email protected]

*)facebook group: Reputation Marketing Institute

Gaya Pemasaran Berbasis Reputasi*)

mailto:[email protected]

Reputation Framing?Reputation Framing?

• Proses pencitraan dan upaya-upaya untuk membangun reputasi adalah seperti sebuah drama kehidupan, ibarat sinetron dengan skenario yang tertata dan terencana.

• Membangun citra dan reputasi (image and reputation building) memerlukan tokoh di balik layar yang menjadi mastermind, penyusun skenario dan “aktor intelektual” untuk membingkai (frame) pesan, cerita dan berita agar sesuai dengan citra dan reputasi yang hendak dibangun para perancang pesan.

• Apakah terjadi Reputation Framing dalam proses persidangan di pengadilan Antasari Azhar (Ketua KPK non-aktif)? Mengapa Rhani Juliani (sang caddy) seringkali kali tampil berpakaian ala eksekutif kantoran? Siapakah sang mastermind?

• Bagaimana peran media dalam mengkonstruksi realitas melalui proses pemberitaan (gatekeeping) dan menonjolkan angle dari sisi atau sudut pandang tertentu (media framing)?

Identity, Image & Reputation

Source: Dowling (1994: 8).

Corporate Identity

Corporate Image

A person prior values about

appropriate roles and behavior for this

type of organization

Their reputation of an organization

to form

no associations

recall

combines with

?Lack of

awareness or Confusion

Corporate Identity: the symbols (such as logos, color scheme) an organization uses to identify itself to people.

Corporate Image: the total impression (beliefs and feelings) an entity (an organization, country or brand) makes on the minds of people.

Corporate Reputation: the evaluation (respect, esteem, estimation) in which an organization’s image is held by people.

Corporate Reputation Framework

Source: Argenti (2003: 72); Fombrun (1996: 37).

Corporate IdentityNames, Brands, Symbols, Self-presentation

Customer Image Community Image Investor Image Employee Image

Corporate Reputation

is perceived by…

Some of their perceptions equals…

What Makes a Good Reputation?

Investors: Credibility

Customers: Reliability

Employees: Trustworthiness

Communities: Responsibility

Corporate Reputation

Source: Charles J. Fombrun (1996: 72)

Reputation Marketing-1Reputation Marketing-1

Source: Marconi, Reputation Marketing, 2002: xi.

• Reputation marketing has emerged as an area of specialization among public relations professionals and marketing consultants.

• Reputation management is a form of public relations.• How and where dose reputation management fit into the

marketing plan?• Sometimes corporate-image marketing techniques benefit

a brand or product’s reputation, sometimes not.

Harmoni Iklan-PR?

Bagaimana menjalin harmonisasi iklan, promosi dan PR agar tidak terjadi rivalitas?

Source: Al Ries & Laura Ries, 2002

Advertising isthe wind, uses the big bang, visual, reaches

everybody, self-directed, dies, expensive, favors

line extensions, likes old names, funny, incredible,

brand maintenance.

Public Relations isthe sun, uses the slow

buildup, verbal, reaches somebody, other-directed, lives, inexpensive, favors

new brands, likes new names, serious, credible,

brand building.

Reputation Marketing-2Reputation Marketing-2

Source: Marconi, Reputation Marketing, 2002: xii.

• Let us consider reputation management and reputation marketing as one process.

• Building a reputation takes longer, and cannot be bought for the cost of advertisement. Marketers must understand: making an impression and building reputation are not the same thing.

• Many companies and individuals are increasingly using their reputations as marketing tools.

• The power of the media can be directed toward creating, changing, shaping, and influencing perceptions in a more narrowly defined context. This means reputation can be created more rapidly, though still not as instantaneously as images or impressions.

Reputation ManagementReputation Management

Source: Marconi, Reputation Marketing, 2002: 3, 19.

• Edelman PR: Reputation management is the orchestration of discreet initiatives designed to promote and protect one of the company’s most important assets –it’s corporate reputation– and to help shape an effective corporate image.

• Reputation management includes strategic recommendations for crisis management, media relations, philanthropy, influence outreach, corporate advertising, employee relations, sponsorship, and CEO positioning, in an effort to effectively –and strategically– managed company’s corporate image.

• Reputation management treats a corporate image as an asset –to shaped, nurtured, protected, and used.

Longevity Longevity versusversus Newest Newest

Source: Marconi, Reputation Marketing, 2002: 36-37.

• A company’s longevity, when considered in term of its reputation, sometimes presents the proverbial two-sided coin. Sometimes a reputation for being an old, solid, established company is a good thing. But, the natural inclination of both consumers and companies to try the newest, freshest version of almost anything: that new is good, older is bad.

• A successful defense adds to the established company’s reputation as a winner. A loss of market share, invites competitors and critics: the established name as being “on the decline” or worse “the choice of yesterday.”

• Who cares how long a company has been in business? More specifically, why should anyone care?

50 Tahun Astra

Momentum Emas AstraMomentum Emas Astra

Basic Rules for ReputationBasic Rules for Reputation

Source: Marconi, Reputation Marketing, 2002: 70.

• How you look and what you do creates an image. Images, over time, create a reputation.

• Through your advertising, pubic relations, package design, delivery system, unique selling points, presentation, performance, and quality of service, you have positioned yourself in the marketplace.

• Tell people who you are. Tell them what you do. Tell them why they should care.

• Make the public want to get a closer look at you, to know more about you.

Image and ReputationImage and Reputation

Source: Marconi, Reputation Marketing, 2002: 71, 79, 82, 83.

• Reputation is the cumulative effect of images conveyed and impressions made over time.

• Any publicity is good publicity, it’s simply not true.• A company’s new logo is not news. It does not provide

anything of value to customers or stockholders.• Create a customer comfort zone: know your market,

choose an identifier that suggests a positive image, adopt a signature color and graphic presentation that reflects the image you have or hope to achieve, and market yourself (logos, names, and distinctive packaging).

Five Simple PointsFive Simple Points


• Advertise. Reputations are built by maintaining a steady, visible presence and by putting information to your public.

• Let your corporate identity tell people who you are with a distinctive name and look.

• Be direct. Make your audience know the actual offer/product. • Tell your public who you are and what you do… again. A

better-known company is often thought to be a better company.

• Make a simple statement of your product’s values and its potential benefits to the customer. The image evolves into reputation. This is more effective than the corporate ad.

Reputasi InternasionalReputasi Internasional

SWA, 26/2006

Online ReputationOnline Reputation

Source: Marconi, Reputation Marketing, 2002: 87-88, 92, 98, 111.

• The Internet does offer highly viable possibilities and unique: interactive, highly customized, a repository ad, online home-shopping, a network of libraries, a meeting place, a picture show, a concert hall, or a department store.

• A well-know name is not enough in Cyberspace.• Don’t wait for the market to come to you. The marketer must

provide the audience both directions and incentives to go to the marketer’s websites and virtually seek out the message.

• Linking your web to the websites of companies/entities that have the reputation you want.

Think First, Act EarlyThink First, Act Early


• Save a company’s reputation in times of crisis and normal situation. The principles of a good marketing strategy are:

• Do something good deeds or worthy causes (for such associations and earn reputation that reflects these actions).

• Stand for something. A reputation comes from the public knowing something about you (eg. fair price, integrity, service).

• Take credit. Put your name and publicize your good work, service, or contributions (should not be anonymous).

• Understand the goals and services combination. Smart marketing will help you to get the customer, but good service is what will help you keep the customer. A reputation for good service is something others say about you, not something you say about yourself.

Maintaining Public TrustMaintaining Public Trust


• Prepare a “situation analysis”: identify the crisis, its potential risks and impacts (potential damage).

• Designate a single spokesperson to announce you position.• Be honest –don’t exceed credibility. • Go public with your side of the story before someone else

does (sense of openness and define situation).• Say something. The worse remark that can be delivered in a

crisis situation is “No comment.”• Plan for a possible “worse-case scenario.”• Advertise your position through letters, paid ads, press

release, newsletters, letter to editors, and call to talk shows.

The Hallo EffectThe Hallo Effect


• A good reputation is the result of a series of positive images and perceptions presented over a period of time, creating a history upon which a favorable opinion can be formed.

• In marketing terms, the hallo effect is the positioning of a subject in such a way that it glows from the reflected light of something bright.

• The hallo effect actually began as a theory of market research. The “hallo effect” in advertising and marketing came to mean “someone’s opinion of something being influenced by his or opinion (for better or worse) of something else.

• The hallo effect is the reflection of someone else’s reputation, getting ahead on (NYSE, address, author, celebrity endorser).

Peralihan Brand

Ambassador

Reputation SharingReputation Sharing


• The most lucrative illustrations of the hallo effect are found in the area of licensing. An established brand or designer’s name and reputation are attached to a wide range of products.

• Successful designers of the fashion industry license their names for use on fragrances, jewelry, cosmetics, luggage, hand-bags, pens, dishes, glassware, sheets and towels, sunglasses, eye-wear, tablecloths, candy, etc.

• The designer is selling an image and a reputation that have proven themselves to be worth for more than the actual designs or individual products.

• The famous names: Chanel, Dior, Pierre Cardin, Yves St. Laurent, Ralph Laurent, Calvin Klein, etc.

Reputations for SaleReputations for Sale


• The shortest route to gaining attention and basking in the reflection of someone else’s reputation is the celebrity endorser.

• Chrysler had hired former Ford executive Lee Iacocca to head the company (actually buying Iacocca’s reputation).

• The hallo effect is often one mutual benefit between product or cause and celebrity: to boost his/her reputation, the celebrity look for a product to endorse and a cause to support, as a company to seek out a celebrity.

• Reputations are enhanced by association with good causes: Hillary Clinton (a champion’s of children rights and national health care program), Barbara Bush (advocate for literacy), Nancy Reagan (campaign against drug abuse), Jacqueline Kennedy (advocate of the nation’s culture and arts).

Celebrity ExecutivesCelebrity Executives

Source: Marconi, Reputation Marketing, 2002: 159.

• Financing, recruiting, and presentation to investors are based on the idea of turning CEOs into bankable celebrities and celebrities into CEOs. The corporate reputation, the hallo effect, and the celebrity endorser all seem to merge.

• Bill Cosby (for Jell-O, Kodak, Ford, Coke) was a great illustration of “America’s Favorite Father,” and he used the reflected glow of his reputation to enhance the reputations of products.

Hallo Effect & Borrowed InterestHallo Effect & Borrowed Interest


• A product “From the makers of ________ (established and successful product)” has a definable “pre-sell” element.

• Publishers: “By the author of ________” below the author’s name, identifying the work with well-received product.

• The brand marketing will incorporate image marketing and exploit the good name (reputation marketing) of the core product, using the halo effect.

• Borrowed interest is a strategy that similar to the hallo effect in that it uses an unrelated subject to help you attract attention to your message, i.e: product placements in movies and TV program; at event, meetings/presentations, or the hotel name displayed on a lectern at a news conference.

Reputation: Words & Pictures

• Old expression: a picture is worth a thousand words. SKY, MOUNTAIN, SEA, WATER/FOUNTAIN.

• Sometimes a word is worth a thousand pictures. FOUNDATION, INSTITUTE, POWER, GREAT. Small words that create large pictures.

• Image ≈ Perception ≈ Reputation?

Reputasi LokalReputasi Lokal

SWA, 05/2007

Reputation Marketing Campaign-1Reputation Marketing Campaign-1


• Be honest with your employees, your customers or clients, your shareholders, and your regulators, but most of all with yourself. Use market research to validate what you think you know about your reputation and to tell you things you don’t know.

• Beware of people who tell you what their reputation is. They are telling you their perception of their reputation (subjective!)

• Success is not the same thing as a good reputation.• Being profitable is not the same as having a good reputation.• Being well-known is not the same as having a good reputation.• Draw distinctions between celebrity, notoriety, and a reputation.

Reputation Marketing Campaign-2Reputation Marketing Campaign-2


• Reputation marketing treats the public’s positive perceptions of a subject, company, brand, product, or cause as an asset to be shaped, nurtured, protected, and used to advantage.

• A good reputation-marketing strategy encourages giving something back to the community.

• Research is more than information. It can be a valuable asset.• Understand what your target market thinks are important point to

know about you.• Your name and reputation are linked. • Be aware of sensitivity of your market.• A reputation can derive from borrowed interest or the hallo effect.• A Business address can be used for reputation marketing.

Unified Model of PR Evaluation

Input StagePlanning & Preparation

Source: Paul Noble & Tom Watson, 1999.

Output StageMessage & Targeted

Impact StageAwareness & Information

Effect StageMotivation & Behavior

Tactical Feedback Management Feedback

Riset Atribut Reputasi KorporatElemen*) Atribut Reputasi Korporat*) Responden Riset

Emotional Appeal

1. Good feeling about the company2. Admire and respect the company3. Trust the company

Atribut: Identitas Korporat Responden: Karyawan, Mitra Bisnis, Profesional

Products and Services

1. Stands behind products/services2. Offers high quality products/services3. Develops innovative products/services4. Offers products/services that are good value

Atribut: Identitas Korporat Responden: Customer

Vision and Leadership

1. Has excellent leadership2. Has a clear vision for the future3. Recognizes/takes advantage of market

opportunities

Atribut: Identitas Korporat Responden: Karyawan, Pakar dan Profesional

Workplace Environment

1. Is well managed2. Looks like a good company to work for3. Looks like has good employees

Atribut: Kinerja Korporat Responden: Karyawan, Pakar dan Profesional

Financial Performance

1. Record of profitability2. Looks like a low risk investment3. Strong prospect for future growth4. Tends to outperform its competitors

Atribut: Kinerja Korporat Responden: Pakar Bisnis/ Finansial dan Profesional

Social Responsibility

1. Supported good causes2. Environmentally responsible3. Treats people well

Atribut: Kinerja Korporat Responden: Pakar dan Tokoh Masyarakat

*) Source: Harris-Fombrun, www.knowledgebasedmanagement.net.id

Powerful Reputation Marketing Hifni Alifahmi [email protected]@yahoo.com,...

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