Integrated Promotion Strategy for SME

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

FACEBOOK

TWITTER

TWITTER

KOMPASIANA

THANK YOU

FOLLOW@YUSWOHADY