FOR MARKETING PERSPECTIVE -- TUESDAY, NOVEMBER 4, 2003

FOR MARKETING PERSPECTIVE -- TUESDAY, NOVEMBER 4, 2003

Convert your consumers into sellers

checked EJK

Riko Sistanto
Contributor
Jakarta

The writer is general manager of PT Asiasejahtera Perdana
Pharmaceutical

There is an Indonesian saying which, freely translated, goes
something like this: "Not knowing means not loving".

To some extent this saying is relevant to marketing. Consumers
have to know about, or more precisely, in marketing jargon,
should have a "high awareness" of a product. Otherwise, no trial
purchase, no repeat purchase and worse, they do not "fall in
love" with the product.

Knowing who your consumers are is a must. Although knowing
each individual customer is impossible, efforts must be made by
marketers to create the highest level of awareness for their
products. Another local saying is again relevant here: "Diamonds
buried deep in the ground are unknown, so they are worthless."

Advertising through conventional media is certainly very
helpful but limited, as it can not seem to deliver the intended
results consistently. Advertising per se is generally a one-way
communication. Some advertisements are not fully comprehended by
consumers, while those of average quality are informative maybe,
but quickly forgotten.

So, another means of promotion, that fully lives up to the
term "public relations," is needed. A different kind of promotion
that arouses consumers' empathy has been used by many major
companies for some years now. It is often called entertainment
marketing.

Among the popular events that marketers resort to are sports
events and music concerts due to the large crowds they attract.
Whatever type of activity is chosen, a marketer has to strictly
adhere to the brand positioning, image or personality and related
target market.

Kratingdaeng, one of the most popular energy drinks in the
country, for example, has been the main sponsor of not only
various sports and musical events, but has also expanded its
portfolio further to another field. It opted for grand dance
parties, where not only artistic moves are required but the
enduring stamina of the dancers.

The producers of Kratingdaeng, apart from selecting
appropriate events for their target market, also create original,
unique and "never-before-done" programs. Hence, media coverage is
also ensured as these events have news value. This way the
product enjoys wide exposure, both at the venue and in consumers'
own homes, where they can watch and even participate in the
interactive elements of such programs.

Most importantly, however, building brand relationships and
positive brand association, or "brand-image", should be foremost
on every marketer's mind. During Kratingdaeng's events, its
marketing and customer care staff meet the attendees and get to
know them well. This two-way communication, where all sorts of
questions are answered in detail, develops a closer bond between
the customers and the brand and its maker in a more personalized
manner.

Entertainment marketing should always be an integral part of
the enormous landscape of communications that comprises of
"above-the-line" (advertising in conventional media), "below-the-
line" (non-media promotion, like billboards and so forth) and
public relations activities. It should also carry the same theme
of positioning and image and exude it further. Among its numerous
plus points, it creates an intimate venue and session between the
product, as well as the maker and its customers, even its future
consumers. Product sampling and the insemination of detailed
information, often conducted during such programs, enhances
brand awareness among the audience.

The entire ambience of the event or activity chosen for
entertainment marketing should be well monitored, so that the
brand is not harmed in any way. Care should be taken to ensure a
heightened positive impact, not only during the event, but one
that will linger in the consumers' minds for a long time to come.

Marketing is essentially to achieve higher sales figures that
eventually result in bigger profits. In today's "supply far
exceeding demand" situation customer-loyalty can only be achieved
through customer-satisfaction. Only truly satisfied customers can
easily be turned into "self-appointed" advertisers or unpaid
salesmen. And one proven way to create this kind of cost-
effective word-of-mouth is through a well-planned and well-
executed entertainment marketing.