22 Laws of Marketing!
I present to u all, the laws of marketing from Jack Trout. My advice is don’t just read it, but “feel it” with your right-side brain and experience. Enjoy! 
1. THE LAW OF LEADERSHIP: “It’s better to be first than it is to be better.”
a. Create a category you can be first in.
b. It’s much easier to get into the mind first than to try to convince customers you have a better product than the one that did het there first.
c. First brands tend to retain their leadership as the names often become generic.
d. Regardless of reality, people perceive first products into the mind as superior.
2. THE LAW OF THE CATEGORY: “If you can’t be first in a category, set up a new category you can be first in.”
a. Launch a new product that answers the question “first what?”
b. What category is this new product first in?
3. THE LAW OF THE MIND: “It’s better to be first in the mind than to be first in the marketplace.”
a. Being first in the mind is everything in marketing.
b. The mind takes precedence over the marketplace.
c. The single most wasteful marketing effort is try to change a mind-set. People don’t like to change their minds.
4. THE LAW OF PERCEPTION: “Marketing is not a battle of products, it’s a battle of perceptions.”
a. All that exists in the world of marketing are perceptions in the minds of the customers.
b. The perception is the reality. Everything else is an illusion.
c. It is what people think about the brand that makes it a winner or a loser. They believe what they want to believe.
5. THE LAW OF FOCUS: “The most powerful concept in marketing is owning a word in the prospect’s mind.”
a. Burn your way into the mind by narrowing the focus to a single word or concept.
b. The most effective words are simple and benefit-oriented, service-related, audience-related or sales-related.
c. You become stronger when you reduce the scope of your operations. You can’t stand for something if you chase after everything.
6. THE LAW OF EXCULSIVITY: “Two companies cannot own the same word in the prospect’s mind.”
a. It is futile to attempt to own the same word or position owned by your competition.
b. You can’t change people’s minds once they are made up.
c. Get into the mind first and preempt the concept.
7. THE LAW OF THE LADDER: “The strategy to use depends on which rung of the ladder you occupy.”
a. There is a hierarchy in the mind that prospects use in making decisions. Each rung has a brand name.
b. The mind is selective. It accepts data that is consistent with its product ladder in the category. Everything else is ignored.
c. There is a relationship between market share and your position on the ladder in the prospect’s mind.
d. Ensure that your marketing program deals realistically with your position in the ladder.
8. THE LAW OF DUALITY: “In the long run, every market becomes a two-brand race.”
a. The battle usually winds up between two major players, usually the old reliable and the newcomer.
b. In a maturing industry, third place is a difficult position to be in.
c. The customer believes that marketing is a battle of products. The kind of thinking keeps two brands on top. ‘They must be the best, they’re the leaders.’
9. THE LAW OF THE OPPOSITE: “If you’re shooting for second place, your strategy is determined by the leader.”
a. Whenever the leader is strong, there is an opportunity for a no.2 to turn the tables. In strength there is weakness.
b. Discover the essence of the leader and present the prospect with the opposite. Try to be different not better.
c. Present your products as the alternative to the leader.
d. The first brand that captures the concept is often able to portray its competitors as “me too’s.”
10. THE LAW OF DIVISION: “Over time, a category will divide and become two or more categories.”
a. It’s a mistake to try to take a well-known brand name and use it in another category.
b. People prefer to buy products or services from different companies whom they perceive as leaders in the category.
11. THE LAW OF PERSPECETIVE: “Marketing effects take place over an extended period of time.”
a. The long-term effects are often the exact opposite of the short-term effects.
b. There is evidence to show that sales (discounting, etc.) decrease business in the long run by educating customers not to buy at ‘regular prices’.
12. THE LAW OF LINE EXTENSION: “There is an irresistible pressure to extend the equity of the brand.”
a. Keep tightly focused on a single product that is profitable.
b. Don’t spread yourself thin over many products that lose money.
c. When you try to be all things to all people, you inevitably wind up in trouble. Standing for everything means it stands for nothing.
13. THE LAW OF SACRIFICE: “You have to give up something in order to get something.”
a. There are 3 things to sacrifice:
i. PRODUCT LINE:
1. To be successful reduce your product line. Eliminate the losers/no growth potentials.
ii. TARGET MARKET:
1. The apparent target of your marketing is not the same as the people who will actually buy your market.
iii. CONSTANT CHOICE:
1. The best way to maintain a consistent position is not to change it. Fine tune.
2. Don’t try to follow the twists and turns of the market, you’re bound to wind up off the road.
14. THE LAW OF ATTRIBUTES: “For every attribute, there is an opposite effective attribute.”
a. You must have an idea or attribute of your own to focus your effort around.
b. Seize a different attribute, dramatize its value and thus increase your sales.
15. THE LAW OF CANDOR: “When you admit a negative, the prospect will give you a positive.”
a. One of the effective ways to get into the prospect’s mind is to first admit a negative (that is, widely perceived as negative) and then twist it into a positive.
b. Every negative statement you make about yourself is instantly accepted as truth.
c. The law of candor must be used carefully and with great skill.
16. THE LAW OF SINGULARITY: “In each situation, only one move will produce substantial results.”
a. The only thing that works in marketing is the single bold stoke.
b. Most often there is only one place where a competitor is vulnerable, and that should be the focus of competition.
c. What works in marketing is the same as what works in military: the unexpected.
d. To find that singular idea or concept, marketing managers should know what’s happening in the marketplace (trenches).
17. THE LAW OF UNPREDICTABILITY: “Unless you write your competitors’ plan, you can’t predict the future.”
a. Failure to forecast competitive reaction is major reason for marketing failures.
b. No one can predict the future with any degree of certainty. Nor should marketing plans try to.
c. Change isn’t easy, but it’s the only way to cope with an unpredictable future.
18. THE LAW OF SUCCESS: “Success often leads to arrogance, and arrogance to failure.”
a. The brand got to the mind first – it owns a powerful attribute.
b. Don’t delegate the marketing function to underlings. Be involved, check put the market yourself- “It’s better to see once than to hear a hundred times.”
19. THE LAW OF FAILURE: “failure is to be expected and accepted.”
a. Ego is the enemy of successful marketing- don’t inject it in the marketing process.
b. Don’t substitute your own judgment for what the market wants.
c. When a brand is successful, the company assumes the name is the primary reason for success. The brand is successful because it was in tune with the laws of marketing.
d. It is a better strategy to recognize failure and cut your losses.
e. For a company to operate in an ideal way, it must have teamwork, esprit de corps and a self-sacrificing leader.
20. THE LAW OF HYPE: “The situation is often the opposite of the way it appears in the press.”
a. When things are going well, it doesn’t need the hype. When you need the hype, it usually means you’re in trouble.
21. THE LAW OF ACCELERATION: “Successful programs are not built on fads, their built on trends.”
a. A fad is short-term phenomena that might be profitable, but a fad doesn’t last long enough to do a company much good.
b. Forget fads. One way to maintain a long-term demand for a product is to never satisfy the demand.
c. The best and most profitable thing to ride in marketing is a long-term trend.
22. THE LAW OF RESOURCES: “Without adequate funding, an idea won’t get off the ground.”
a. Marketing is a game fought in the mind of the prospect. You need money to get into the mind, and money to stay in the mind once you get there.
b. Successful marketers front-load their investment. They take no profit for 2 or 3 years as they plow all earnings into marketing to grow the business.
c. Money makes the marketing world go round. Tp be successful, you’ll have to find money you need to get those marketing wheels going.
Marketing == Art
Is the comparison right ? I do think so. Marketing is an art, something that u can’t get it from teacher, books or other theory sources. Maybe sometimes u need it but your real teacher is totally experience. How you interact with customer, negotiate with relation or influence them to buy your products is the real skills that u must have by your own experience. Perhaps this is the reason why 70% success people in the world (in this case success means when u get high position, ex. CEO, director, etc) comes from the one who doesn’t success in the school, like drop-out. They learn from the real life ‘cause they really don’t have another choice.
Ok, back to the “math equation” (marketing=art) :p. What is really the art? Painting, sculptor or even acting are absolutely not the meaning of art in this context. So, I’ll give u one example why marketing is so excited like an art. Do you ever heard about the “Anti-Marketing” concept from Kafi Kurnia ? When I heard this for the first time from the seminar leaflet, I frown my forehead. Is this just their trick to attract people to come to seminar ? No.., it really exists, not just a sensational advertisement.
Indeed, this concept is actually neither the new one nor the opposite of the ordinary marketing concept. It just makes it perfect. The point from this concept is imagination and wild ideas. How u can think out of mind and “crazy”. One example, if your product is not sold well, what will u do? Make a debt ? Bankrupt claiming or sell it with so-cheap price? The best answer is free your product. Yup, this technique is called “Suicide”. Not profitable maybe but it can make your competitors cry. And you will conquer the market with your product ‘cause nobody reject “free” label (me too). This technique has been implemented by Internet Egreetings Network Inc. who sells greeting card in internet. They free their cards and it works.
But wait a minute, how can I be rich if I get no money ? Relax, buddy. Perhaps your products don’t produce money for u. But if u can conquer the market, what happen next ? All advertisements will come to you. You can get your money there. It’s so interesting, isn’t it ? Need another example of Anti-Marketing ? Ok, I’ll give u one more. If u just build the restaurant, what will u do to attract customer ?
The ordinary marketing concept will say : “Make a huge billboard, spread the leaflet, commercial TV is the best, great discount must works”. But the anti-marketing will say : “Hmm, I don’t need that stuff, just throw my money. What will I do is just call my friends, borrow their cars and put them in front of my restaurant. I’m sure it must be success ‘cause people will be curious why there are so many cars parked in that new restaurant ? They will think that there must be something interesting inside the restaurant. And they come…. (so brilliant!).
Ok, it’s the end of my writing. I’m sure you must have the sense of the art of marketing…
“Bali Branding”.., how to improve it?!
Ketika membayangkan Bali memiliki sebuah branding, saya langsung membayangkan yang harus dilakukan Bali dalam brandingnya menggunakan benchmark country branding. Bukan city branding atau island branding. Visi branding Bali harus sama dengan cara sebuah Negara melakukan destination branding seperti Malaysia, Singapura, India dan Negara lainnya. Alasan yang mendasar bagi saya memikirkan hal tersebut adalah peluang Bali yang sangat memungkinkan untuk melakukan itu. Reputasi Bali selama ini, potensi yang dimilikinya, positioning Bali di masa datang juga sekaligus menjadi semacam inisiatif atas belum terselenggaranya branding Indonesia yang comprehensive. Namun untuk menentukan itu pun sebuah proses studi dan riset harus dilalui dulu.
Pengertian destination branding atau place branding seyogianya dipahami juga oleh kita secara utuh karena ia adalah sebuah strategi yang akan menghabiskan biaya dan waktu. Jika kurang tepat dan cermat mengeksekusinya maka kita akan kehilangan biaya dan waktu dengan sia-sia. Pijakan branding sebuah tempat atau destination branding juga dilakukan tidak hanya untuk atau melalui pariwisata saja. Dalam strategi destination branding di banyak tempat setidaknya ada enam elemen penting pembentuk destination branding atau prasyarat terciptanya destinasi yang baik dan pariwisata adalah salah satu komponennya. Komponen yang lainnya adalah people, governance, export, investment/immigration, culture & heritage.
Sebuah konsep destination branding, didasari oleh passion dan identitas yang menarik yang saling berhubungan dengan berbagai hal yang akan memudahkan orang memiliki asosiasi dengan tempat tersebut. Destination branding diyakini memiliki kekuatan untuk merubah presepsi dan merubah cara pandang seseorang terhadap suatu tempat atau tujuan termasuk melihat perbedaan sebuah tempat dengan tempat lainnya untuk dipilih sebagai tujuan.
Belum lama rasanya Bali memiliki branding dengan tagline Bali is My Life yang belum teruji kesuksesannya dan belum terasa benar dampak dari kampanye branding tersebut namun ketika membuka Festival Kesenian Bali ke XXIX beberapa waktu lalu, Bapak Yudhoyono Presiden RI telah melaunching branding Bali yang baru Bali. Santhi Santhi Santhi. Pijakan utama dari branding tersebut salah satunya adalah keinginan responden masyarakat Bali asli sejumlah 900 orang yang prosentase terbesarnya mengharapkan bahwa penggambaran Bali yang paling baik adalah paradise dengan pendekatan spiritual yang divisualkan dengan pura. Branding Bali yang baru divisualisasikan dengan gambar segi tiga bertuliskan Bali Shanti Shanti Shanti yang merupakan semangat dari Tri Murti dan Tri Hitakarana. Shanti yang berarti damai tertulis tiga kali berarti mengalir semangat kedamaian dan keharmonisan. Tapi jangan mencoba mengamati tulisan BALI yang digambarkan disana mengesankan tulisan Arab karena barangkali ada alasan lain yang melatarinya.
Saya kira merupakan hal yang tidak diragukan lagi bahwa Bali dalam sejarahnya memiliki karakteristik dan keunikan yang tiada duanya kombinasi antara alam, seni, budaya dan spiritualitas. Hingga muncul tagline Island of the God yang sangat legendaris. Namun pertanyaannya, haruskah gagasan spiritual yang disampaikan responden branding Bali ini dieksekusi secara vulgar menjadi icon Santhi Santhi Santhi? Yang menurut saya perlu extra effort bagi pihak eksternal memahami dan menangkap makna simbolik itu sebagai komunikasi pencitraan Bali sebagaimana sebuah simbol branding memiliki fungsi awareness.
Pentingnya branding yang dilambangkan dengan logo atau simbol adalah memvisualkan gagasan dan cita-cita menjadi sebuah icon yang mampu mengimajinasikan atau menggambarkan cita-cita tersebut. Simbol atau icon ini akan berfungsi sebagai awareness campaign yang memiliki asosiasi positip, imajinatif dan mudah dipahami. Sebagai contoh The Incredible India campaign yang dimulai December 2002 difokuskan pada gagasan yoga, Ayurveda dan konsep spiritual lain yang asli dari India.
Seperti disampaikan oleh Lavanya Anirudh, account director Ogilvy and Mather India pada Dow Jones & Company: “Yoga, we own it but have never flaunted it, Bali, and also other Asian country, are flaunting yoga and meditation with their spas. But we have had it for centuries and centuries. And the real Ayurveda is in India. We decided to showcase all of that and we layered the entire campaign with spirituality.”
Kata Incredible dipakai untuk mewakili spiritualitas dimaksud karena memiliki sound atau makna luas yang dipahami banyak pihak eksternal sebagai sesuatu yang luar biasa. Ketika dia bertanya kepada masyarakat apa yang mereka pikirkan dengan kampanye Incredible India, dia mengatakan, “I just keep hearing that ‘incredible’ is absolutely the apt word to describe India. The country isn’t perfect; everything isn’t laid out for you on a platter. Yes, we have cows on the narrow streets, but this is mixed with some amazing stuff.” A big reason is that India’s Ministry of Tourism, with its subtle and charming “Incredible India” campaign, is pushing the great Indian story effectively.
Setelah India secara konsisten membawakan kampanye Incredible India tersebut selama hampir 5 tahun resultnya sangat menggembirakan bagi perekonomian dan pariwisata India, termasuk juga komentar pakar branding dunia. I’m surprised by India’s exclusion from the rising star category as perceptions are changing with the country moving up from a spiritual order to a new energy tech-oriented sphere, kata Santosh Desai, seorang brand analyst di The Future Group. Dalam 10 Top Country Brand Ranking 2006 oleh Future Brand, India menempati urutan ke 10 dan merupakan Negara Asia satu-satunya yang masuk 10 terbaik.
Success story selalu menarik buat saya. Ia menjadi semacam cermin dan motivasi untuk menuju yang lebih baik. Maka ketika kita mengetahui begitu lazimnya kini destination branding dipakai sebagai strategi destination management, telah banyak success story yang dapat kita cermati sebagai benchmark. Keuntungan lain jika kita sukses dengan model destination branding yang kita implementasikan adalah kesempatan mempresentasikan konsepnya di berbagai Negara pada forum-forum mengenai destination branding ataupun sustainable tourism sebagai model yang sukses. Seperti yang dilakukan World Tourism Organization dengan mengundang Malaysia untuk mempresentasikan Malaysia, Truly Asia yang sukses itu di berbagai negara dan hal itu menjadi promosi sebuah tempat yang elegan.
Menjembatani identitas Bali yang telah sangat dikenal (alam, seni, budaya dan spiritualitas) dengan kekinian yang merupakan dinamika waktu menjadi sebuah visi dalam destination branding Bali memang bukan perkara mudah. Diperlukan studi mendalam dan pemikiran lintas sektoral dan perencanaan kampanye yang memiliki orientasi internal (untuk masyarakat di Bali sendiri) juga eksternal (untuk masyarakat luar) secara bersama serta proyeksi kedepan yang berkesinambungan. Sehingga terbentuk sebuah kesadaran bahwa peran setiap orang menjadi penting dalam kampanye branding Bali. Harus diingat pula arti kampanye itu sendiri yaitu untuk mendapat simpati dan to win the heart of people. Siapapun dia.
Tulisan ini ada karena sebuah proses memahami destination branding semenjak 4 tahun lalu yang sangat menarik dan ternyata terus berkembang secara dinamis. Dari hasil pengamatan jelas bahwa destination branding dari statusnya sebagai sebuah pilihan menjadi sebuah keharusan dikarenakan manfaatnya. Jika kita masih berpikir sulit dan mahal tentang destination branding diperbandingkan dengan dampaknya yang luar biasa seharusnya kita melakukan siasat dengan bersinergi. Bahwa destination branding harus dibaca bukan hanya tugas pemerintah saja namun private sector dan seluruh lapisan masyarakat sehingga keterlibatannya dalam membentuk dan menjadi bagian branding campaign sangat penting. Ketika Jogja pertamakali meluncurkan icon Jogja Never Ending Asia peran private sector melalui komunitas masyarkata non-Jogja yang disebut alumni Jogja yaitu mereka yang pernah bersekolah dan menjadi pejabat di Jogja sangat penting dengan turut memberikan funding bagi terciptanya destination branding Jogja.
Bagi saya, implementasi branding Bali yang ideal tidak harus tergesa, mungkin dua tahun lagi, mungkin lima tahun lagi, tetapi dipersiapkan secara matang dan terstruktur sehingga lebih mantap dan efektif setidaknya diproyeksikan untuk sepuluh tahun ke depan.
Sumber : ayipbali.com
Strategic Business Plan, watch this!
Video ini menerapkan cara strategis dalam membangun business plan. langsung dari pakarnya. Watch and practice it!
Marketing Gloss@ry
Pengen sekali2 berbahasa Inggris . Enjoy my posting and see how interesting the marketing world..
Is marketing term confusing for u? Let me tell u little joke about it and you will find marketing is actually exist in your daily life but you never consider about it. Let’s start..
1. You see a pretty girl in the party, then you approach her and said : “I’m a rich man, would you be my girl?” That’s called Direct Marketing
2. You’re in the party with your best friends and you see a sexy girl. Then one of your friend approach her, appointing at you and said : “He’s a rich man, would you be his girlfriend?”
That’s called Advertising
3. You see a beautiful girl in the party, you ask her phone number. And tomorrow you call her and said : “I’m a rich man, would you be my girl?”
That’s called Telemarketing
4. You see a pretty girl in the party. You fix your tie and shirt, pour water for her, open her car, carry her luggages, bring her home with your car. And after that you said “I’m a rich man anyway, would you be my girl?”
That’s called Public Relations
5. You see a hot girl in the party. She approach you! and said : “You’re a rich man, aren’t you? Would you be my boyfriend?”
That’s called Brand Recognition
6. You see a beautiful girl in the party, then you approach her and said : “I’m a rich man, would you be my girl?”, And after that, you got a big slap from her.
That’s called Customer Feedback
7. You see a sexy girl in the party, then you approach her and said : “I’m a rich man, would you be my girl?”, And after that, she introduce you to her husband.
That’s called Demand and Supply Gap
8. You see a pretty girl in the party, then you approach her but at the same time another man also come said to her : “I’m a rich man, would you be my girl?”
That’s called Marketing Competition
9. You see a beautiful girl in the party, then you approach her but at the same time another man also come said to her : “I’m a rich man, would you be my girl?” And the girl goes with him, leaving you alone.
That’s called Losing Market Share
10. You see a hot girl in the party, then you approach her but at the same time your wife comes!!
That’s called Barrier to New Market Entry
Ok, how is it? Does marketing term still frighten you? I hope not ’cause by knowing and understanding those words, you can build an effective strategy to your business. See you! 
Best Book Review : Anti-Marketing!
Harus saya akui, buku dari Kafi ‘Jabrik’ Kurnia ini adalah dasar pertama yang memberikan penguatan tekad saya melakukan tindakan ‘nyeneh’ dalam menjalankan bisnis, yang sebelumnya hanya saya dasarkan pada intuisi saya semata.
Segalanya berawal dari pengalaman Kafi Kurnia makan malam bersama dua keponakannya di sebuah restoran Jepang sederhana, di sebuah lorong tua Paris. Restoran itu dikelola oleh seluruh anggota keluarga pemiliknya. Sang ayah dibelakang counter sushi, ibu di belakang kasir dan anak-anaknya sibuk melayani. Kedua keponakan Kafi memesan miso sup favoritnya. Dan ketika sup datang, keduanya melahapnya sampai habis. Rupanya ulah keduanya tak lepas dari pengamatan sang ayah di belakang counter sushi. Tak lama kemudian, sang ayah datang menghampiri meja mereka, dan menyajikan dua miso sup lagi. Dengan bahasa Inggris patah-patah ia hanya menyebutkan satu kata : “Service !”
Rupanya dia memberikan miso sup gratis karena melihat betapa lahapnya kedua keponakan Kafi menghabiskan miso sup mereka sebelumnya. Ketulusan ini begitu menyentuh nurani seorang Kafi Kurnia. Bagi Kafi, itulah ilmu pemasaran yang paling sakti. Intuitif, spontan, dan dilakukan tulus dari hati. Selama 10 tahun mengamati pelaku bisnis, Kafi Kurnia melihat kejadian seperti ini, ilmu marketing yang tidak ada dalam literatur buku bisnis. Sejak saat itulah dia mengusung konsep pemasaran ini sebagai Anti Marketing.
Kini Anti Marketing mulai menjadi gerakan bawah tanah yang baru. Lebih dasyat dari jurus marketing apa pun. Anti Marketing melebihi Gerilya Marketing. Ia menjadi efektif karena datang tanpa landasan teori. Selalu ngawur. Anti Marketing adalah pemasaran langsung praktek yang banyak digunakan pelaku bisnis, baik yang mikro hingga yang makro.
Are u Ready 4 Mobile Marketing?!
Beriklan merupakan sebuah kegiatan yang perusahaan anda lakukan secara berkala, baik melalui media cetak, maupun media elektronik. Banyak yang mendefinisikan apa itu advertising, berikut salah satu definisinya ”…Advertising is ”any paid form of nonpersonal presntation and promotion of products, services, or ideas by an identified sponsor”… (Kotler And Zatlam)Biasanya beriklan menggunakan satu atau lebih media massa, dengan target konsumen sebesar besarnya. Namun sudah ada beberapa perubahan teknik beriklan, sesuai dengan pergeseran trend media massa, dimana media massa sendiri sudah mulai segmented, misalnya Majalah Cosmopolitan, Tabloid Otomotif, Metro TV, ESPN, CNBC, dll.
Perusahaan pun juga memiliki segmen tersendiri, dan melakukan kegiatan beriklan melalui media yang satu segmen dengan produk-nya.Namun semakin berjalannya waktu, melakukan komunikasi dengan segmen produk anda saja tidak cukup, karena saat ini perilaku konsumen juga mengalami perubahan.
Komunikasi yang efektif harus dilakukan secara one-on-one, dan hal ini sangat sulit dilakukan oleh media massa yang ada saat ini. Misalnya sebuah perusahaan produsen pembalut wanita, memasang iklan di majalah wanita, sudah pasti perusahaan tersebut menjangkau segmen pasar-nya, namun tidak semua pembaca majalah wanita adalah berjenis kelamin wanita, dan beberapa kompetitor perusahaan tersebut juga menggunakan media yang sama untuk beriklan.
Satu satunya media yang saat ini dapat digunakan untuk melakukan one on one communication dengan pelanggan anda hanyalah Ponsel. Hampir semua pesan yang diterima oleh pengguna ponsel, dibuka oleh penggunanya, dan hampir semua pengguna ponsel membawa ponsel-nya kemanapun dia pergi. Hal ini adalah beberapa kelebihan signifikan ponsel, yang tidak dimiliki oleh media massa lainnya, dan pesan yang anda kirimkan benar benar ditujukan ke pengguna ponsel tersebut, yang merupakan segmen pasar dari produk perusahaan anda. Mobile Advertising akan menjadi masa depan dunia periklanan, dan siapkah anda menghadapi masa depan ini ?
The future is here, it’s just not evenly distributed yet. -William Gibson-
Extraordinary Business Card part 2
Ini bagian ke-2 dari postingan sebelumnya. Enjoy ‘n feel the creativity inside..!!
Bagaimana, apakah kreatifitas sudah mulai melebur ke darah kalian?? Jika belum, nantikan postingan selanjutnya..
Salam kreatif..!!
Marketing Plan Inside part 2
Kalau di tulisan sebelumnya saya membahas mengenai kesalahan dalam menyusun Marketing Plan (MP), maka sekarang tips-tipsnya dalam membangun MP yg kreatif & efektif :
Kalau di tulisan sebelumnya saya membahas mengenai kesalahan dalam menyusun Marketing Plan (MP), maka sekarang tips-tipsnya dalam membangun MP yg kreatif & efektif :
1. Fokus dalam menentukan akar permasalahan (issue) agar aktivitas marketing yg dilakukan benar-benar Problem-Solving.
2. Jangan malu utk belajar dr brand lain yg sukses di pasar. Ingat konsep ATM, yaitu Amati, Tiru, dan Modifikasi.
3. Out of the box Thinking. Jgn takut utk menyampaikan ide yg kreatif dan “gila” tapi tetap dalam koridor bahwa ide tsb mampu utk diimplementasikan di lapangan.
4. Simplicity kadangkala sangat penting utuk mencapai sebuah keberhasilan. Jgn terlalu rumit dalam berpikir dan lagi-lagi fokus terhadap akar permasalahan yg ada.
5. Dekat dgn konsumen. Sering-seringlah berinteraksi dgn konsumen dan dengarkan apa yg menjadi keluhan/aspirasi mereka. Bill Gates pernah mengatakan : “Your most unhappy customer is your greatest resources of learning“.
6. Terakhir yg tdk kalah pentingnya ialah menjaga semangat dari Brand Team sehingga setiap anggota tim akan terus berkreasi dan berpikiran kreatif. Hal ini secara tdk langsung akan berdampak pada “energi brand” itu juga.
Hope you all can build the great Marketing Plan. Tapi ingat eksekusi tetap yg terpenting, porsinya 80% dari keseluruhan proses.
Without action, Marketing Plan is just paper, no more…
Extraordinary Business Card part 1
Hanya utk cuci mata dan sekalian utk mengingatkan bahwa now we live in a creative world…
Enjoy!!
Next to postingan part 2. There are still so many amazing creative stuffs.
