Entrepreneurial Marketing This presentation is used for "Forum Bisnis dan Pariwisata" Sekolah Tinggi Pariwisata, Bandung, 2019. Created By Heru Wijayanto, @ 2019

1. Heru Wijayanto - 1
ENTREPRENEURIAL
MARKETING
HeruWijayanto,MM.MBA.M.MT
w w w . s o c i o p r e n e u r. i d

2. Heru Wijayanto Aripradono
Hello, I’m Digital Media Specialist and Technologist!
Co-Founder and Operations Manager SociopreneurID – (www.sociopreneur.id)
Lecturer and Department Secretary –Technopreneurship Surya University
Subject Matter Expert Haruka Edu – (www.harukaedu.com)
S.Kom. (Information Engineering, STTS), M.M. (International Business
Management, IEU Surabaya), MBA. (International Business Management, IMI
Belgium), M.MT (InformationTechnology Management, ITS Surabaya)
Mail : heru@sociopreneur.id
Phone : 0817-525-5879
2
siheyu
siheyuHeru Wijayantohttps://www.linkedin.com/in/heruwijayanto/

3. Heru Wijayanto - 3
Monyet & Ikan

4. Heru Wijayanto - 4

5. Heru Wijayanto - 5

6. Heru Wijayanto - 6

7. Heru Wijayanto - 7

8. Heru Wijayanto - 8

9. Heru Wijayanto - 9

10. Heru Wijayanto - 10

11. Heru Wijayanto - 11

12. Heru Wijayanto - 12
Personas are a representation profile for a customer (or prospect) base.
It provides a tangible understanding of your core audience needs and guides
the process to ensure the right experience and message is delivered

13. Heru Wijayanto - 13
CHARACTERISTICS OF PERSONAS
Personas can include:
• Demographic Information
• age, education, family status, household income –
• Market Size
• External: 92% have auto insurance, 45% carry life insurance
• Internal: 15% auto insurance, 10% home insurance
• Behaviors
• Safety focused, family-centered,
• Digital Preferences
• Heavy users of mobile devices while on-the-go
• Intent to Purchase
• 38% intend to purchase a vehicle, 20% intend to buy a home –
• Buyers Journeys
• What are the needs during each step and how do you know when they are transitioning into a new phrase

14. Heru Wijayanto - 14
Personas
•Who – Are your core customers (or prospects)
•What – Are the activities they wish to perform
•Why – Why would they choose your product over a
competitors
•How – How does your product/service fit into their life

15. Heru Wijayanto - 15

16. Heru Wijayanto - 16

17. Heru Wijayanto - 17

18. Heru Wijayanto - 18
Begin with the end in mind..
DATA

19. A Piece of data 0:30
Data + Asumsi yang tidak dikonfirmasi = Kesimpulan yang salah

20. What will you do to collect Data ?
Mengobservasi
MewawancaraiMengalami
Untuk mendapat data yang baik, perlu memiliki skill di ketiga peran ini.

21. Heru Wijayanto - 21

22. Heru Wijayanto - 22
Why Ethnography Marketing Research
•Helps companies understand the consumer in terms of
cultural trends, lifestyle factors, attitudes and how social
context influences product selection and usage.
•Helps companies understand the real world
•Occupies anthropology and sociology as its foundation
to show product/service fits into everyday lives

23. Heru Wijayanto - 23
Memilih Contact Point yang Tepat
CONSUMERS JOURNEY
Jadwal hidup sehari-hari target audience
Ibu Rumahtangga, 25 – 45 tahun, SES C-D, Pendidikan SLTA, Sub-urban
Ada banyak media dan kesempatan activation..!!

24. Heru Wijayanto - 24
CONSUMERS JOURNEY
Jadwal hidup sehari-hari target audience
Laki-laki Umur 15-20 Pendidikan SLTA
Memilih Contact Point yang Tepat

25. Heru Wijayanto - 25
Empathy-based Marketing
• Empathy-based marketing is about walking in
your customer’s shoes to understand their
experience and how we can better help them
get what they want. You don’t want to think like
the customer. You want to BE the customer.
• Here’s what I mean: You need to move away
from marketing-centric thinking to customer-
centric thinking and speak to your customer’s
motivations and from their perspective.

26. Heru Wijayanto - 26
Why are you Laughing?

27. Heru Wijayanto - 27
Cateura
• Favio Chavez, Cateura, Paraguay. Di sebuah TPS. Lebih dari 1500 ton sampah dibuang
setiap hari. 100 keluarga hidup dengan mengais sampah. Baunya adalah bau
keputusasaan.
• Seseorang melihat potensi dan mengubahnya menjadi Landfill Harmonic.
• ...

28. Terima Kasih