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.