Integrated Promotion Strategy for SME

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How to integrated your promotion strategy for your small/medium enterprise effectivelly using above the line, below the line, and social media line approach?

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Integrated Promotion Strategy for SME

  1. 1. PROMOTION STRATEGY for SMEThe Cool Approach www.yuswohady.com Managing Partner, Inventure
  2. 2. THE APPROACH BELOW THE LINE ABOVE THE LINE Seminar/ Event TV ATL Print Ad Exhibition SOCIAL MEDIA Sales COMMUNITY CobrandingPromotion Cinema BLOG Radio Event Newsletter Advertorial Public CSR Relation Company Profile Sponsorship Direct Mail Point of Sales
  3. 3. REMEMBER... SOCIAL MEDIA AGE ISSMALL BUSINESS AGE
  4. 4. THE DIFFERENCE BIG COMPANY SMALL COMPANY “TVC-FOCUSED” “SOCMED-FOCUSED” TVC SOCMEDTHE BORING APPROACH THE COOL APPROACH
  5. 5. INTGRATED APPROACH Road to event Jakarta, Invitation Program Bandung, and Surabaya ABOVETHE LINE Ad Ad Ad Event Promo Promo Promo Preparation MARCH APRIL MAY JUNE Event Execution BELOW Community clubTHE LINE activity Customer gathering Seminar WEEKLY Social Media Content MONTHLY Social Media Content D-DAY Social Media Content Monday: Topic 1 Celebrity ambassador of the month Event live tweet Tuesday: Topic 2 Monthly tips ebook Event customer voteSOCIAL Wednesday: Topic 2 Monthly newsletter Event profileMEDIA Thursday: Topic 4 Monthly customer vote Event press release Friday: Topic 5 Influencer Testimonial Celebrity Interview Weekly quiz competition Weekly kultwit
  6. 6. ABOVE & BELOW THE LINEMedia Advantages DisadvantagesTelevision • Mass coverage • Low selectivity • High reach • Short message life • Impact of sight, sound, and motion • High absolute cost • High prestige • High production cost • Low cost per exposure • Clutter • Attention getting • Favorable imageRadio • Local coverage • Audio only • Low cost • Clutter • High frequency • Low attention getting] • Flexible • Fleeting message • Low production costs • Well-segmented audiencesMagazines • Segmentation potential • Long lead time for ad placement • Quality reproduction • Visual only • High information content • Lack of flexibility • Longevity • Multiple readers
  7. 7. ABOVE & BELOW THE LINEMedia Advantages DisadvantagesNewspaper • High coverage • Short life • Low cost • Clutter • Short lead time for placing ads • Low attention-getting capabilities • Ads can be placed in the interest sections • Poor reproduction quality • Timely (current ads) • Selective reader exposure • Reader controls exposure • Can be used for couponsDirect mail • High selectivity • High cost/contact • Reader controls exposure • Poor image • High information content • Clutter • Opportunities for repeat exposures
  8. 8. ABOVE & BELOW THE LINEMedia Advantages DisadvantagesOutdoor • Wide coverage of local markets • Waste coverage • Frequency • Limited message capabilities • Geographic flexibility • Wearout • Creativity • Cost • Ability to create awareness • Measurement problems • Efficiency • Image problems • EffectivenessPromotional • Selectivity • ImageProducts • Flexibility • SaturationMarketing • Frequency • Lead time • Cost • Supplementing other mediaOther Media • Exposure • Irritation(movie, videos) • Mood • Cost • Cost • Recall • Clutter
  9. 9. ABOVE & BELOW THE LINEMedia Advantages DisadvantagesOther Media • Exposure • High absolute cost(Product • Frequency • Time of exposureplacement, movie • Support for other media • Limited appeal& videos) • Source association • Lack of control • Cost • Public reaction • Recall • Competition • Acceptance • Negative placementOther Media • Exposure • High absolute cost(Product • Frequency • Time of exposureplacement in • Support for other media • Limited appealstore) • Source association • Lack of control • Cost • Public reaction • Recall • Competition • Acceptance • Negative placementIn flight • A desirable audience • IrritationAdvertising • A captive audience • Limited availability • Cost • Lack of attention • Segmentation capabilities • Wearout
  10. 10. ABOVE & BELOW THE LINE PUBLIC RELATION The Press Community Community Exclusives InterviewsPress Release Conferences Involvement InvolvementInformation The topic must be Offer one Usually someone Many Companiesmust be factual, of major interest particular will raise specific corporations have used theirtrue, and of to a specific medium questions and a enhance their webinterest to the group. exclusive right spokesperson public imagesmedium as well to the story if provided by the throughas to its medium firm will answer involvement inaudience reaches a them the local substantial community number of people in the target audience
  11. 11. ABOVE & BELOW THE LINE PUBLIC RELATION Direct Product Tele-Direct Mail Interviews Direct Sales Presentation Demo maarketing
  12. 12. ABOVE & BELOW THE LINE SALES PROMOTION Consumer Trade Promotions PromotionsMotivate consumer to Provide anpurchase a brand, a inducement tolarger quantity or marketingshorten the purchase intermediaries suchcycle of the consumer as wholesalers and retailers.
  13. 13. ABOVE & BELOW THE LINE CONSUMER PROMOTION Refund/ Frequency EventSamples Premiums Rebates programs Marketing Contests/ Coupons Bonus packs Price-off Sweepstakes
  14. 14. ABOVE & BELOW THE LINE TRADE PROMOTION Point ofContest and Trade Training Trade Cooperative purchase Incentive Allowances program show advertising display
  15. 15. SOCMED LINEABOVE THE LINE BELOW THE LINE SOCMED CHANNEL “THE HOME” COMMUNITY BLOG SOCMED SOCMED CHANNEL CHANNEL “THE ROAD”
  16. 16. CASE STUDY YUSWOHADY*note: narsis dikit nggak papa ya... Hehehe 
  17. 17. THE HOME OfflineOFFLINE EVENT Seminar Training Etc. THE ROAD
  18. 18. THE HOME THE ROAD
  19. 19. THE HOME: BLOG
  20. 20. THE ROAD: BLOGDETIK
  21. 21. THE ROAD: TWITTER
  22. 22. THE ROAD: FACEBOOK NOTES
  23. 23. THE ROAD: SLIDESHARE
  24. 24. ACTIVATION: TWITTER CHAT
  25. 25. ACTIVATION: OFFLINE SEMINAR
  26. 26. ACTIVATION: CONVERSATION Follower diajak menyumbang pemikiran mengenai Consumer 3000 dengan menggunakan hashtag #cc3000
  27. 27. FINALLY... THE RESULT  Follower diajak menyumbang pemikiran mengenai Consumer 3000 dengan menggunakan hashtag #cc3000
  28. 28. CASE STUDYDENNY SANTOSO
  29. 29. Denny Santoso • CEO of Sportindo, Sixreps.com,• Duniafitnes.com & StartupBisnis.com
  30. 30. Denny Santoso12 Years Experience in Indonesia Fitness IndustryDeveloping E-Commerce & Offline Network atSportindoFitness Media Portal with DuniaFitnes.comDigital Business Public Speaker and Diet PublicSpeakerBusiness Strategist and Co-Founder ofStartupBisnis.com
  31. 31. CASE STUDYHARRY VAN YOGYA
  32. 32. BLOG
  33. 33. BOOK
  34. 34. FACEBOOK
  35. 35. TWITTER
  36. 36. TWITTER
  37. 37. KOMPASIANA
  38. 38. THANK YOU  FOLLOW@YUSWOHADY

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