Integrated Promotion Strategy for SME
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How to integrated your promotion strategy for your small/medium enterprise effectivelly using above the line, below the line, and social media line approach?
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Integrated Promotion Strategy for SME
- 1. PROMOTION STRATEGY for SME The Cool Approach www.yuswohady.com Managing Partner, Inventure
- 2. THE APPROACH BELOW THE LINE ABOVE THE LINE Seminar/ Event TV ATL Print Ad Exhibition SOCIAL MEDIA Sales COMMUNITY Cobranding Promotion Cinema BLOG Radio Event Newsletter Advertorial Public CSR Relation Company Profile Sponsorship Direct Mail Point of Sales
- 3. REMEMBER... SOCIAL MEDIA AGE IS SMALL BUSINESS AGE
- 4. THE DIFFERENCE BIG COMPANY SMALL COMPANY “TVC-FOCUSED” “SOCMED-FOCUSED” TVC SOCMED THE BORING APPROACH THE COOL APPROACH
- 5. INTGRATED APPROACH Road to event Jakarta, Invitation Program Bandung, and Surabaya ABOVE THE LINE Ad Ad Ad Event Promo Promo Promo Preparation MARCH APRIL MAY JUNE Event Execution BELOW Community club THE LINE activity Customer gathering Seminar 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 SOCIAL Wednesday: Topic 2 Monthly newsletter Event profile MEDIA Thursday: Topic 4 Monthly customer vote Event press release Friday: Topic 5 Influencer Testimonial Celebrity Interview Weekly quiz competition Weekly kultwit
- 6. ABOVE & BELOW THE LINE Media Advantages Disadvantages Television • Mass coverage • Low selectivity • High reach • Short message life • Impact of sight, sound, and motion • High absolute cost • High prestige • High production cost • Low cost per exposure • Clutter • Attention getting • Favorable image Radio • Local coverage • Audio only • Low cost • Clutter • High frequency • Low attention getting] • Flexible • Fleeting message • Low production costs • Well-segmented audiences Magazines • Segmentation potential • Long lead time for ad placement • Quality reproduction • Visual only • High information content • Lack of flexibility • Longevity • Multiple readers
- 7. ABOVE & BELOW THE LINE Media Advantages Disadvantages Newspaper • High coverage • Short life • Low cost • Clutter • Short lead time for placing ads • Low attention-getting capabilities • Ads can be placed in the interest sections • Poor reproduction quality • Timely (current ads) • Selective reader exposure • Reader controls exposure • Can be used for coupons Direct mail • High selectivity • High cost/contact • Reader controls exposure • Poor image • High information content • Clutter • Opportunities for repeat exposures
- 8. ABOVE & BELOW THE LINE Media Advantages Disadvantages Outdoor • Wide coverage of local markets • Waste coverage • Frequency • Limited message capabilities • Geographic flexibility • Wearout • Creativity • Cost • Ability to create awareness • Measurement problems • Efficiency • Image problems • Effectiveness Promotional • Selectivity • Image Products • Flexibility • Saturation Marketing • Frequency • Lead time • Cost • Supplementing other media Other Media • Exposure • Irritation (movie, videos) • Mood • Cost • Cost • Recall • Clutter
- 9. ABOVE & BELOW THE LINE Media Advantages Disadvantages Other Media • Exposure • High absolute cost (Product • Frequency • Time of exposure placement, movie • Support for other media • Limited appeal & videos) • Source association • Lack of control • Cost • Public reaction • Recall • Competition • Acceptance • Negative placement Other Media • Exposure • High absolute cost (Product • Frequency • Time of exposure placement in • Support for other media • Limited appeal store) • Source association • Lack of control • Cost • Public reaction • Recall • Competition • Acceptance • Negative placement In flight • A desirable audience • Irritation Advertising • A captive audience • Limited availability • Cost • Lack of attention • Segmentation capabilities • Wearout
- 10. ABOVE & BELOW THE LINE PUBLIC RELATION The Press Community Community Exclusives Interviews Press Release Conferences Involvement Involvement Information The topic must be Offer one Usually someone Many Companies must be factual, of major interest particular will raise specific corporations have used their true, and of to a specific medium questions and a enhance their web interest to the group. exclusive right spokesperson public images medium as well to the story if provided by the through as to its medium firm will answer involvement in audience reaches a them the local substantial community number of people in the target audience
- 11. ABOVE & BELOW THE LINE PUBLIC RELATION Direct Product Tele- Direct Mail Interviews Direct Sales Presentation Demo maarketing
- 12. ABOVE & BELOW THE LINE SALES PROMOTION Consumer Trade Promotions Promotions Motivate consumer to Provide an purchase a brand, a inducement to larger quantity or marketing shorten the purchase intermediaries such cycle of the consumer as wholesalers and retailers.
- 13. ABOVE & BELOW THE LINE CONSUMER PROMOTION Refund/ Frequency Event Samples Premiums Rebates programs Marketing Contests/ Coupons Bonus packs Price-off Sweepstakes
- 14. ABOVE & BELOW THE LINE TRADE PROMOTION Point of Contest and Trade Training Trade Cooperative purchase Incentive Allowances program show advertising display
- 15. SOCMED LINE ABOVE THE LINE BELOW THE LINE SOCMED CHANNEL “THE HOME” COMMUNITY BLOG SOCMED SOCMED CHANNEL CHANNEL “THE ROAD”
- 16. CASE STUDY YUSWOHADY *note: narsis dikit nggak papa ya... Hehehe
- 17. THE HOME Offline OFFLINE EVENT Seminar Training Etc. THE ROAD
- 18. THE HOME THE ROAD
- 19. THE HOME: BLOG
- 22. THE ROAD: FACEBOOK NOTES
- 26. ACTIVATION: CONVERSATION Follower diajak menyumbang pemikiran mengenai Consumer 3000 dengan menggunakan hashtag #cc3000
- 27. FINALLY... THE RESULT Follower diajak menyumbang pemikiran mengenai Consumer 3000 dengan menggunakan hashtag #cc3000
- 29. Denny Santoso • CEO of Sportindo, Sixreps.com, • Duniafitnes.com & StartupBisnis.com
- 30. 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
- 37. CASE STUDY HARRY VAN YOGYA
- 40. BLOG
- 41. BOOK
- 42. FACEBOOK
- 43. TWITTER
- 44. TWITTER
- 45. KOMPASIANA
- 46. THANK YOU FOLLOW @YUSWOHADY