Dr. Zulkarnain Kedah is an assistant professor and entrepreneurship coordinator at the International Islamic University Malaysia. He has experience as a company director and consultant for various startup companies. In this presentation, he discusses creative marketing strategies that can be used by small and medium enterprises. He covers basic low-cost strategies like business cards and banners, as well as more advanced strategies like relationship marketing, corporate social responsibility campaigns, and using influencers. The goal is to help small businesses promote their products and services through unconventional marketing methods with a focus on creativity, customer benefits, and long-term relationships.

1. Dr. Zulkarnain Kedah
Assistant Professor
cum Entrepreneurship Coordinator
International Islamic University of Malaysia

2. Latarbelakang Industri
 Company Director:
 Daya Bersih - a cleaning and maintenance -
approximately RM 50 million
 Green Dome Venture - a startup teambuilding
 Certified Trainer of Funding Application
 Consultant:
 Go Cell International - stem-cell products
 Menarik Minda - light brick system technology
 Chairman - Amal Ihsan Foundation - helping the
young generation in education)

3. Current Plan
 Active member with ‘business jihad’ group
pioneered by Tan Sri Ali Hashim (Dewan
Perniagaan Islam Malaysia)
 Business Coach for SMEs
 Develop a budget apartment complex worth
approximately RM 35 million on a 4-acre land
nearby University Tenaga Malaysia (UNITEN)

4. Outline
 Creative Marketing Talk
 Group Activity – Case Study 1
 Individual Activity – Advanced SWOT
Analysis – Case Study 2
 Marketing Talk by Datin Zaleha Omar

5. 1. Pengenalan - Marketing
 Marketing – a constant referral business
 Marketing is not –
• Sekali sahaja
• Pengiklanan
• Direct mail / telemarketing
• Flyer
• komplikated

6. 2. Perbezaan ‘Traditional’
Marketing dan ‘Marketing Power’
 Pelaburan yang besar  Idea, daya imaginasi, ilham
 Touch ‘n’ go  Long-term relationship
 Fokus syarikat besar,  Fokus orang ramai
orang kaya
 Berdasarkan persepsi  Berdasarkan feedback
sendiri
 Tidak fokus  Fokus kepakaran
 Ada logo  Ada logo dan ‘meme’

7.  Memaksimakan  Menambah nilai
keuntungan (add value)
 Self-orientation  Customer orientation
 Fokus pada ‘features’  Fokus pada ‘benefits’
 Iklan hanya di  Hampir 400 strategi –
TV, newspaper, radio percuma  mahal

8. 3. Guerilla Marketing
Founder - Jay Conrad Levinson

9.  Authored or co-authored 58 books published in 62
languages.
 More than 21 million copies have been sold.
 "I'm referring to the soul and essence of guerrilla
marketing which remain as always - achieving
conventional goals, such as profits and joy, with
unconventional methods, such as investing energy
instead of money.
 Energy - creativity

10.  Need - Three facts:
 Improved government regulations - affordable
technology – encouraging small businesses.
 Small business failures - failure to understand
marketing.
 Proven to work for small businesses - simple to
understand, easy to implement and not costly.

11. 4. Creative Marketing Tips
 Basic
 Intermediate
 Advanced

12. Basic
 Stand Out Business Card

13.  Maksimakan jenama :
• Letakkan nama syarikat atau perniagaan serta
kepakaran di atas semua Letter Head, Envelope, Kad
Hari Raya, Sampul Duit Raya, ataupun pada alatulis
seperti pen yang tertera jenama sendiri.

14.  Memakai corporate shirt

15.  Fun Marketing

16.  Bunting with Passion

17.  Concised Ad message

18.  Berkenalan

19.  Sertai organisasi yang boleh menyokong produk atau
servis

20.  Be different – product and service

21.  Testimonial

22.  Kajian kes :
 Seperti testimonial
pelanggan, cuma
dalam bentuk cerita -
inspirasi .

23.  Free sample / trial

24.  Free Consultation

25.  Money Back Guarantee

26.  Extra customer service
 Under promise, over deliver
 Ikhlas membantu
 Senyum dengan pelanggan
 Menjawab telefon dengan cepat
sebelum 3 kali bunyi
telefon, melayan pelanggan
dengan mesra dan tenang.

27.  Hadiah istimewa untuk customers

28.  Referral system
• Join an important trade, business or industry group
- contains a high number of target market.
• Seek out 3 influential members of that group
• Go to those influencers and make a proposal.

29.  Berkawan dengan pengacara atau
crew radio / TV:
 KUALA LUMPUR 1 Sept – Siaran
radio Islam tunggal negara IKIM.fm
akan terus membantu perusahaan
kecil dan sederhana (PKS) bumiputera
mempromosi produk keluaran mereka.

30. Intermediate
 Integrated Website – 24 x 7 marketing „employee

31.  E-newsletter:
• Gunakan format newsletter yang mudah untuk para
pelanggan sentiasa “stay connected”

32.  Membuat katalog produk
online:
 Memberikan pelanggan
informasi tentang senarai
produk atau
perkhidmatan.
 Untuk mengurangkan
kos, adalah lebih elok
produk tersebut di
senaraikan di laman web
dan ianya boleh dicetak
daripada situ.

33.  Share info – online
 Ebook, Artikel, Blog, etc

34.  Facebook

35.  Youtube

36.  Lucky draw

37.  Email marketing system – personalised + customer
database

38.  Advanced personalised SMS

39. Advanced
 Polished office image

40.  Lancarkan kempen:

41.  Duta Produk

42.  Corporate Social Responsibility

43.  Co-branding

44.  Use other people’s time and energy – independent
distributor or part-time crew

45.  Perbaiki Staf
 Apakah perkara yang membuat para pelanggan tidak
gembira atau tidak berpuashati?
 ‘Kaizen’ – continous improvement on performance
 Customer Satisfaction
Survey…needs, wants, preference

46.  Iklan di bas

47. 5. Relationship Marketing
 A strategy to designed to foster customer
loyalty, interaction and long-term
engagement

48. How It Differs?
 One to one marketing
 Customer satisfaction over sales
 Retention
 Long term orientation

49. Why?
 Gaining new customers > expensive than retaining
existing customers
 Customers are more loyal
 More efficient in serving customers
 Customers spread word-of-mouth
 Comfortable
 Sense of belonging
 Effective
 Increase in customer retention = increase in profits

50. 5 - RM Strategies
 Special Acceptance – „rahmat‟
 Law of Gratitude – thank you
 Listen Attentively – yes, ask, agree, add
 Give Credit - achievements and personality
traits.

51. RM Strategies…continued
 Socialise
 As Aristotle said, "Man is a social animal." We
live our lives within the context of our
relationships with others. The more and better
relationships we have, the happier and busier
we are. The more you stay involved with other
people, the longer you will live and the more
enjoyable will be those years.

52. Rasulullah sallahu‟alahiwassalam
bersabda:
“Sesiapa yang ingin diluaskan
rezekinya, dipanjangkan umurnya, maka
hendaklah ia memanjangkan silaturrahim”
Riwayat al-bukhari

53.  Menyambung tali persaudaraan atau kasih
sayang kerana Allah yang telah terbina
terhadap saudara, kerabat dan sahabat handai.
 Mengeratkan silaturahim adalah merupakan
satu tugas dan tuntutan yang wajib di mana
Rasulullah sallallahu’alaihiwassalam amat
membenci golongan yang suka memutuskan
hubungan persaudaraan sesama manusia:
 “Tidak halal bagi seorang muslim menjauhi
(memutuskan) hubungan dengan saudaranya
melebihi tiga hari.” (Maksud Hadis)

54.  Erti yang lebih luas lagi - membina kemesraan
dan keakraban menerusi sifat saling
membantu dan bertolak ansur.
 Important Note: Harmful people –
 Sejarah hitam – ahlong, bankrup, poor track
record in business (bukan ahli di dalam satu
bidang) – seekor kerbau ‘bervirus’
membawa lumpur semua terpalit dan kena
virus
 Niat yang tidak baik – ambil kesempatan

55. Revision

56.  Thank You
