FOR MARKETING PERSPECTIVE -- TUESDAY, NOVEMBER 4, 2003<\/p>\n
Convert your consumers into sellers<\/p>\n
checked EJK<\/p>\n
Riko Sistanto
\nContributor
\nJakarta<\/p>\n
The writer is general manager of PT Asiasejahtera Perdana
\nPharmaceutical<\/p>\n
There is an Indonesian saying which, freely translated, goes
\nsomething like this: \"Not knowing means not loving\".<\/p>\n
To some extent this saying is relevant to marketing. Consumers
\nhave to know about, or more precisely, in marketing jargon,
\nshould have a \"high awareness\" of a product. Otherwise, no trial
\npurchase, no repeat purchase and worse, they do not \"fall in
\nlove\" with the product.<\/p>\n
Knowing who your consumers are is a must. Although knowing
\neach individual customer is impossible, efforts must be made by
\nmarketers to create the highest level of awareness for their
\nproducts. Another local saying is again relevant here: \"Diamonds
\nburied deep in the ground are unknown, so they are worthless.\"<\/p>\n
Advertising through conventional media is certainly very
\nhelpful but limited, as it can not seem to deliver the intended
\nresults consistently. Advertising per se is generally a one-way
\ncommunication. Some advertisements are not fully comprehended by
\nconsumers, while those of average quality are informative maybe,
\nbut quickly forgotten.<\/p>\n
So, another means of promotion, that fully lives up to the
\nterm \"public relations,\" is needed. A different kind of promotion
\nthat arouses consumers' empathy has been used by many major
\ncompanies for some years now. It is often called entertainment
\nmarketing.<\/p>\n
Among the popular events that marketers resort to are sports
\nevents and music concerts due to the large crowds they attract.
\nWhatever type of activity is chosen, a marketer has to strictly
\nadhere to the brand positioning, image or personality and related
\ntarget market.<\/p>\n
Kratingdaeng, one of the most popular energy drinks in the
\ncountry, for example, has been the main sponsor of not only
\nvarious sports and musical events, but has also expanded its
\nportfolio further to another field. It opted for grand dance
\nparties, where not only artistic moves are required but the
\nenduring stamina of the dancers.<\/p>\n
The producers of Kratingdaeng, apart from selecting
\nappropriate events for their target market, also create original,
\nunique and \"never-before-done\" programs. Hence, media coverage is
\nalso ensured as these events have news value. This way the
\nproduct enjoys wide exposure, both at the venue and in consumers'
\nown homes, where they can watch and even participate in the
\ninteractive elements of such programs.<\/p>\n
Most importantly, however, building brand relationships and
\npositive brand association, or \"brand-image\", should be foremost
\non every marketer's mind. During Kratingdaeng's events, its
\nmarketing and customer care staff meet the attendees and get to
\nknow them well. This two-way communication, where all sorts of
\nquestions are answered in detail, develops a closer bond between
\nthe customers and the brand and its maker in a more personalized
\nmanner.<\/p>\n
Entertainment marketing should always be an integral part of
\nthe enormous landscape of communications that comprises of
\n\"above-the-line\" (advertising in conventional media), \"below-the-
\nline\" (non-media promotion, like billboards and so forth) and
\npublic relations activities. It should also carry the same theme
\nof positioning and image and exude it further. Among its numerous
\nplus points, it creates an intimate venue and session between the
\nproduct, as well as the maker and its customers, even its future
\nconsumers. Product sampling and the insemination of detailed
\ninformation, often conducted during such programs, enhances
\nbrand awareness among the audience.<\/p>\n
The entire ambience of the event or activity chosen for
\nentertainment marketing should be well monitored, so that the
\nbrand is not harmed in any way. Care should be taken to ensure a
\nheightened positive impact, not only during the event, but one
\nthat will linger in the consumers' minds for a long time to come.<\/p>\n
Marketing is essentially to achieve higher sales figures that
\neventually result in bigger profits. In today's \"supply far
\nexceeding demand\" situation customer-loyalty can only be achieved
\nthrough customer-satisfaction. Only truly satisfied customers can
\neasily be turned into \"self-appointed\" advertisers or unpaid
\nsalesmen. And one proven way to create this kind of cost-
\neffective word-of-mouth is through a well-planned and well-
\nexecuted entertainment marketing.<\/p>",
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"sponsor": "Okusi Associates",
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