NFS 2015 AIESEC in Indonesia Functional : Marketing

1. FunctionalStandardization

2. Objective

3. Agenda

4. Market Research
Result

5. After one month of
hardwork...

6. The result compilation

7. Customer Journey
Path

8. Customer Journey Path

9. Customer Journey Path
Aware
Appeal Ask Act Advocate
Initial appeal is
Influenced by the ‘community’
To determine attitude
Customers now actively connect,
Building ask-and-advocate relationship
Loyalty is ultimately defined
As willingness to advocate
A brand

10. Customer Journey Path
Aware Appeal
Customer is in passive stage,
Brand awareness source :
1. Marketing and Communication
2. Community recommendation
3. Self-experience
Customer unconciously
making list about brand
they curious about.
First impression is the key
to unfocused costumer

11. Customer Journey Path
Ask
Act
Customer is in active stage
They constantly ask and search
about brand through their
community and the brand itself.
This stage is the important
factor of purchase decision
The highest engagement
between customer & brand
How we deal with complain
is the most important interaction
Advocate
The phase where customer’s
give advocacy/suggestion
to others about your brand

12. Customer Journey Path
Aware
Appeal
Ask Act Advocate

13. What’shappeningtoour
customerjourney?

14. Why is this happening?

15. WeasMC,giveyouspaceto
innovate,andthereisone
uniqueinnovation

16. Please welcome,
Bandung

17. What’s missing from our
costumer journey? And how
can we fix our conversion?

18. Starbucks sells coffee.. What about AIESEC?
Are we providing exchange or leadership?

19. Yes you may argue with me. Because you’re an
AIESECer and all AIESECer knows that we’re
providing leadership development through
exchange. Is it can be understandable to our
costumer? Are we saying it the right way?

20. As a STRANGER, costumer needs some clear
information on what we sell, so the first problem
comes from ourselves. Are we doing attraction
the right way with the right message? Are
leadership still relevant to use in attraction?

21. And this is where the battle between PR and MKT
happened. PR want us to be seen as Leadership
organization but hey we’re trying to make money
out of exchange dude. And leadership suppose to
be in the Value Delivery stage not in Attraction
stage! Yes this is still confusing me 

22. Well our first touch with costumer not always comes
from virtually, sometimes it can happened physically
on a form of booth.

23. The question is, how convincing our booth to
costumer? Are they provided with safety and
security? Based on what I observe, when our
costumer comes to booth we offer them registration
form. Yes. Local ors with 20K price. Or sometimes
only have to fill attendance list and followed up.
With not that interesting booth. -,- Sometimes the
‘booth’ only a table with poster on it.

24. I know, we will no longer use it (local ors), and every
applicant should directly apply to expa. But here’s
the thing.
1. AIESEC itself is a premium brand. Why I call it
premium brand? Bro you should pay 2.5 million
rupiah for this ‘voluntary’ experience and they
still have to pay for their sh*t.
2. We treat this premium brand with retail
marketing system. This is where our costumer are
in doubt with us.

25. I know that we’re trying to develop so many people
with high target number. And sometimes we did sell
these things not elegantly we mistreat it like it’s not
a premium brand. That’s why I think the way we
market our program need to be improve. And it’s not
hard. What I’m suggesting is:

26. This is what Bandung will trying to
innovate for this winter. We are trying
to give our costumer something that
they can be brought home rather than
only waiting for followed up or only
registration form. This is EP Package.
Contains of:
1. Tote bag. Our subliminal promotional
tools, where they can carry it around
with our name and website on it.
2. Booklet for parents. Yes. Parents are
the ultimate decision maker for
exchange, thus, we need to give
them clear information about our
program and this could increase our
conversion rate. Yes this is physical
booklet not virtual booklet.
3. Registration form. Bandung will still
use physical registration form
because from what I observe. A lot
of people feel insecure for virtual
form. They are not aware of their

27. How much is this EP Package cost? 30K
rupiah.
What if they don’t want to spend their
money just for registration? Wait until
they hear about Exchange fee.
Do u generate any profit from it? Until
now, I still think 20K rupiah is the Cost
of goods sold for it. (modal). And
another 10K rupiah is for finance. So
finance will make fundraising goods
(notebook for example, or bracelet) and
we put it in our EP Package, so seems
like they bought our fundraising. And
yes we have profit from it but not much.

28. With all of the EP Package thing. We have treat our
brand like a premium brand and it will make our next
step easier on costumer journey. Which are, converting
them to our costumer.
It have solved;
1. Problems with parents permission since we give the
parents booklet.
2. Applicant who are not apply after buy form. Because
they have something to brought home and they
have sense of belonging. And they have spent 30k
on it so they will think it’s better for them to
continue their journey as costumer.
3. Our brand finally recognized as a premium brand
and they (our costumer) will told their experience or
they friends will ask them about the thing that they
carry around with ‘I’m a global citizen’ written on it.

29. What’sactuallyourMAIN
problem?
TXP GCDP GIP

30. You need to get your
customer to
agree this is the time and
place to TAKE ACTION.
Let’s move them to
COMFORT ZONE
When they feel
discomfort they
gone

31. Common causes
of discomfort
Confusion
Distraction
Apathy
Boredom
Friction
Lack of trust
Mystery
Avoid these feelings

32. What we can do?
TXP GCDP GIP

33. Split yourself into 3 group
TXP GCDP GIP

34. Makeconceptineachpath
TXP GCDP GIP

35. Makeconceptineachpath
Aware
Appeal
Ask Act Advocate

36. Presentation

37. Wrap it UP!

38. How we do it

39. How we do it
Aware
Appeal
Ask Act Advocate

40. Follow up
Aware
Appeal
Ask Act Advocate

41. Let’s do it

42. Let’s do it

43. Let’s do it

44. Presentation

45. The Tools

46. Tools that we will use

47. When will you update
your podio?

59. How we will use it?

60. When will we update our
tracker for program?

61. Who will update it?

62. When will be we do brand
audit?

63. Why we do brand filter?

64. When will be we do brand
filter?

65. Why is there any content
marketing there?

66. Why is there any content
marketing there?

67. GTCM Tracker

68. Market Research