integrated promotion strategy for sme
DESCRIPTION
How to integrated your promotion strategy for your small/medium enterprise effectivelly using above the line, below the line, and social media line approach?TRANSCRIPT
PROMOTIONSTRATEGY
for SME
The Cool Approach
www.yuswohady.comManaging Partner, Inventure
A T L
BELOW THE LINE
ABOVE THE LINE
SOCIAL MEDIA
COMMUNITYBLOG
Event
CSR
Cobranding Event
Public Relation
Seminar/ExhibitionPrint AdTV
Sales Promotion
Advertorial
Radio
Newsletter
CompanyProfile
Cinema
Direct Mail
Point of Sales
Sponsorship
THE APPROACH
SOCIAL MEDIA AGE IS
SMALL BUSINESS AGE
REMEMBER...
BIG COMPANY“TVC-FOCUSED”
SMALL COMPANY“SOCMED-FOCUSED”
THE DIFFERENCE
TVC SOCMED
THE BORING APPROACH THE COOL APPROACH
MARCH APRIL MAY JUNE
Ad Promo
Ad Promo
Ad Promo
Invitation ProgramRoad to event Jakarta,
Bandung, and Surabaya
Community clubactivity
Customer gathering Seminar
ABOVE THE LINE
BELOW THE LINE
SOCIAL MEDIA
WEEKLY Social Media Content MONTHLY Social Media Content D-DAY Social Media Content
Monday: Topic 1 Celebrity ambassador of the month Event live tweet
Tuesday: Topic 2 Monthly tips ebook Event customer vote
Wednesday: Topic 2 Monthly newsletter Event profile
Thursday: Topic 4 Monthly customer vote Event press release
Friday: Topic 5 Influencer Testimonial Celebrity Interview
Weekly quiz competition
Weekly kultwit
Event Preparation
Event Execution
INTGRATED APPROACH
ABOVE & BELOW THE LINE
Media Advantages Disadvantages
Television • Mass coverage
• High reach
• Impact of sight, sound, and motion
• High prestige
• Low cost per exposure
• Attention getting
• Favorable image
• Low selectivity
• Short message life
• High absolute cost
• High production cost
• Clutter
Radio • Local coverage
• Low cost
• High frequency
• Flexible
• Low production costs
• Well-segmented audiences
• Audio only
• Clutter
• Low attention getting]
• Fleeting message
Magazines • Segmentation potential
• Quality reproduction
• High information content
• Longevity
• Multiple readers
• Long lead time for ad placement
• Visual only
• Lack of flexibility
Media Advantages Disadvantages
Newspaper • High coverage
• Low cost
• Short lead time for placing ads
• Ads can be placed in the interest sections
• Timely (current ads)
• Reader controls exposure
• Can be used for coupons
• Short life
• Clutter
• Low attention-getting capabilities
• Poor reproduction quality
• Selective reader exposure
Direct mail • High selectivity
• Reader controls exposure
• High information content
• Opportunities for repeat exposures
• High cost/contact
• Poor image
• Clutter
ABOVE & BELOW THE LINE
Media Advantages Disadvantages
Outdoor • Wide coverage of local markets
• Frequency
• Geographic flexibility
• Creativity
• Ability to create awareness
• Efficiency
• Effectiveness
• Waste coverage
• Limited message capabilities
• Wearout
• Cost
• Measurement problems
• Image problems
Promotional Products Marketing
• Selectivity
• Flexibility
• Frequency
• Cost
• Supplementing other media
• Image
• Saturation
• Lead time
Other Media
(movie, videos)
• Exposure
• Mood
• Cost
• Recall
• Clutter
• Irritation
• Cost
ABOVE & BELOW THE LINE
Media Advantages Disadvantages
Other Media
(Product placement, movie& videos)
• Exposure
• Frequency
• Support for other media
• Source association
• Cost
• Recall
• Acceptance
• High absolute cost
• Time of exposure
• Limited appeal
• Lack of control
• Public reaction
• Competition
• Negative placement
Other Media
(Product placement in store)
• Exposure
• Frequency
• Support for other media
• Source association
• Cost
• Recall
• Acceptance
• High absolute cost
• Time of exposure
• Limited appeal
• Lack of control
• Public reaction
• Competition
• Negative placement
In flight Advertising
• A desirable audience
• A captive audience
• Cost
• Segmentation capabilities
• Irritation
• Limited availability
• Lack of attention
• Wearout
ABOVE & BELOW THE LINE
PUBLIC RELATION
The Press Release
Press Conferences
Exclusives InterviewsCommunity
Involvement
Information must be factual, true, and of interest to the medium as well as to its audience
The topic must be of major interest to a specific group.
Offer one particular medium exclusive right to the story if medium reaches a substantial number of people in the target audience
Usually someone will raise specific questions and aspokesperson provided by the firm will answer them
Many corporations enhance their public images through involvement in the local community
CommunityInvolvement
Companies have used their web
ABOVE & BELOW THE LINE
PUBLIC RELATION
Direct MailDirect
PresentationProductDemo
Interviews Direct SalesTele-
maarketing
ABOVE & BELOW THE LINE
SALES PROMOTION
Consumer Promotions
Trade Promotions
Motivate consumer to purchase a brand, a larger quantity or shorten the purchase cycle of the consumer
Provide an inducement to marketing intermediaries such as wholesalers and retailers.
ABOVE & BELOW THE LINE
CONSUMERPROMOTION
Samples
Coupons
Premiums
Contests/Sweepstakes
Refund/Rebates
Bonus packs Price-off
Frequencyprograms
EventMarketing
ABOVE & BELOW THE LINE
TRADEPROMOTION
Contest and Incentive
TradeAllowances
Point of purchasedisplay
Training program
Trade show
Cooperativeadvertising
ABOVE & BELOW THE LINE
“THE HOME”COMMUNITY BLOG
SOCMEDCHANNEL
SOCMED CHANNEL
SOCMED CHANNEL
SOCMED LINE
ABOVE THE LINE BELOW THE LINE
“THE ROAD”
CASE STUDY
YUSWOHADY
*note: narsis dikit nggak papa ya... Hehehe
THE HOME
THE ROAD
Offline
OFFLINE EVENTSeminarTraining
Etc.
THE HOME
THE ROAD
THE HOME: BLOG
THE ROAD: BLOGDETIK
THE ROAD: TWITTER
THE ROAD: FACEBOOK NOTES
THE ROAD: SLIDESHARE
ACTIVATION: TWITTER CHAT
ACTIVATION: OFFLINE SEMINAR
ACTIVATION: CONVERSATION
Follower diajak menyumbang pemikiran mengenai Consumer 3000 dengan menggunakan hashtag #cc3000
FINALLY... THE RESULT
Follower diajak menyumbang pemikiran mengenai Consumer 3000 dengan menggunakan hashtag #cc3000
CASE STUDY
DENNY SANTOSO
Denny Santoso
• CEO of Sportindo, Sixreps.com,
• Duniafitnes.com & StartupBisnis.com
Denny Santoso
12 Years Experience in Indonesia Fitness Industry
Developing E-Commerce & Offline Network at Sportindo
Fitness Media Portal with DuniaFitnes.com
Digital Business Public Speaker and Diet Public Speaker
Business Strategist and Co-Founder of StartupBisnis.com
CASE STUDY
HARRY VAN YOGYA
BLOG
BOOK
KOMPASIANA
THANK YOU
FOLLOW@YUSWOHADY