This document summarizes a 3-day marketing training session. Day 1 focuses on understanding marketing concepts like building customer relationships and having both immediate and long-term goals. It also discusses connecting with customers through mobile, experiential, and social media marketing. The document then covers marketing shifts to more values-driven and personalized approaches. Students are assigned to research and share ideas for using both push and pull marketing strategies in their roles within the AIESEC organization.

2. Marketing
Day 1 - 3 credits
Classby : Karina Ananta

3. What’s
Inside
Check-In
LEAD Session
Swiming the marketing
Marketing in AIESEC
Market Research
You ask We answer!
Check- out

4. Check-In
What was the best
toy you ever
owned?

5. Diagnose yourself.

6. What is your WHY?

7. How do you see you
now?

8. How do you want to
see you after term?

9. How you be that
you?

10. Do i scare myself?

11. It’s about
The journey
Not Destination

12. Swimming
The marketing

13. What’s
marketing

14. What’s
marketing
All the activities that contribute
to building ongoing profitable
relationships with customers in
order to grow business

15. What’s
marketing
All the activities that contribute
to building ongoing profitable
relationships with customers in
order to grow business
immediate
goal
long-term
goal

16. What’s
marketing
All the activities that contribute
to building ongoing profitable
relationships with customers in
order to grow business
immediate
goal
long-term
goal
make
sales
Valuableto
grow
customers

17. Connect
Level
be a
CONNECTOR
Mobile Connect
Experiential Connect
Social Connect

18. Mobile
Connect
“Are you well
connected to your
costumer?”
Online : Excitement &
Engagement
Offline : intimacy & enthusiasm

19. Experiential
Connect
“How deep is your
connection?”
Multisensory
Emosional
Sharing

20. Social
Connect
“the ultimate goal
of your
connection”
Create conversation between
customer & non-customer.
Let them say good and bad
about the product

21. “Coca Cola,
culture of
connection with
the costumer”
Connect
Case
Coca Cola personalized reply
their follower mention. Even a
big brand like Coca Cola think
it’s important to connect with
customer”

22. Marketing
Shifts
“The trend changes,
now, the change is
the big factor of
change itself”
From vertical to horizontal
From Exclusive to inclusive
From individual to social

23. Marketing
3.0
“ Values
Driven
Marketing”
Customer doesn’t buy your
brand because of rational
intelligence, but also emotional
and spiritual intelligence”

24. Make it
WOW
“ Innovation is
the KEY “
Make your innovation
customized and personalized.
So they can SHARE their
experience.

25. WOW
case
“ Facebook
Lookback”
personalized video about
customer journey

26. WOW
case
“ Coca Cola
customized
packaging“
Coca Cola do survey in each
country and put the result in
their packaging

27. S.T.U.P.I.D
marketeer
“Never stop
learning’
Inclusive & Keep learning
Entrepreneurial
Explorative
Relational

28. S.T.U.P.I.D
marketing
“JUST DO IT”
Searching opportunity
Theorotical research
Utilize IDEA
Penetrate market
Incredible result
Do review

29. Searching
opportunity
“Be an ANTI-
MAINSTREAM”
Finding new opportunities! For
example, tapped another market or
community that you’ve never been
tapped. Keep searching and keep
your eyes WIDE OPEN!

30. Theoretical
research
“Your customer’s
feedback is a
precious things”
DO RESEARCH!!
1. Test the water (check your
consumer feedback about your
product)
2. Validate with people surround
us (validate your ideas)

31. Utilize
idea
Genius idea is an idea that has
been implemented well.
Don’t be afraid to fail.
Think Less, Do More

32. An idea that
GENIUS...
“Wow, it’s a genius idea” “Let’s do this idea” “Wow, it’s hard to do it, hope the result is
As genius as the idea
“this genius idea is not too genius”Regret the decision,
“If we had been careful
enough before do it”
“Who’s idea is this?
Blaming each other”

33. An idea that
STUPID...
Genius people : “this is
silly idea, only crazy people
do it
“There’s no silly idea
Let’s start with stupid
Marketing”
Searching
Opportunities
“Wow, we can develop
This idea”
Stupid idea 2
(improvement)
Final stupid idea
“Oke it’s not as silly
as we think, let’s DO IT!
Theoretical
Research
Stupid idea 3
(improvement
again)
Stupid idea 4
(improvement
More & more)
“who would think that
The result will be so
GENIUS”

34. Penetrate
The market
Product price must be deliver with
RIGHT AWARENESS STRATEGY
to RIGHT MARKET =
LOW BUDGET, HIGH IMPACT
create creative marketing
Communication to make
memorable impact

35. Incredible
Result
Win customer’s heart.. Not only their
wallet.
Your process is important, the result
will speak for you.
“Believe in
YOURSELF”

36. Do
review
We need to do MORE, so we MUST
DO REVIEW.
Create something EVEN MORE
INCREDIBLE with Do Review!
“Never, ever
Stop learning”

37. Push & Pull
Marketing
Push marketing : Push it’s product
to customer
Pull marketing : Get the customer
comes to you
“How the
customers are
approached”

38. Push
Marketing
Push marketing strategy example in
AIESEC :
- Class Presentation
- Info Booth
- Exchange Fair
“Direct selling the
product to
customer”

39. Pull
Marketing
Pull marketing strategy example in
AIESEC :
- Content marketing
- Promotional tools/advertising
“Make them want
YOU”

40. Marketing in
AIESEC

41. How AIESEC
See US?
We are the main tools to get the exchange
target = MONEY
We are the AIESEC key to CREATE
MORE IMPACT
“We are the
FRONT LINER &
External
communicator”

42. What is our
Job Description
Doing marketing activities to market our
product especially OGX.
We are supporting functional, without us,
OGX can’t do anything.
“We are the main
key for AIESEC to
create more
IMPACT”

43. How we do
Synergy?
OGX : we help OGX by doing physical
and virtual marketing (until people going
on interview). We need OGX to give the
info that we need. (IR, process)
ICX : we help ICX by supporting them in
promotional tools and product packaging
“Communication
Is The KEY”

44. How we do
Synergy?
PR/IM : we need help PR/IM to create
attraction activities and develop brand
awareness so we can value it
ER/BD : we need ER/BD to help us to do
our project
“Communication
Is The KEY”

45. How we do
Synergy?
TM : We need TM to get our HR, TM
needs us to market TMP/TLP Product
F&G : We need finance to control our
financial activities and they need us to
support financial
“Communication
Is The KEY”

46. How we do
Synergy?
TM : We need TM to get our HR, TM
needs us to market TMP/TLP Product
F&G : We need finance to control our
financial activities and they need us to
support financial
“Communication
Is The KEY”

47. Market
Research

48. How we will
Do it?
“We need research
to do everything”
Qualitative research
Objective : to know behaviour and value of
our customer
The Method : In-Depth Interview – Forum
Group Discussion

49. How we will
Do it?
“We need research
to do everything”
Qualitative research
Target : Students in 1st – 2nd year with
different characteristic. (active and
passive character)
Timeline : 25 May – 10 June 2015

50. How we will
Do it?
“We need research
to do everything”
Quantitative Research
Objective : Target market
Method : Questionnaire
Timeline : 15 – 25 June 2015

51. You ASK
We ANSWER

52. Your
Assignment
“Learn, evaluate,
innovate”
Find out more about Push & Pull marketing
strategies. Share about your GCP and BCP of
doing push & pull marketing in E-Mail thread.
Share your ideas, how you will do it in your term.
You can make it in any form (PPT or just write it in
E-Mail)
Deadline : Monday, 25th May 2015

53. Check
Out
“The BIG question
is not what if i fail
but WHAT will you
do if you fail?”
Please do give us feedback for our improvement:
http://tiny.cc/BXPacademy