Post on 27-Jun-2015
description
@AmaliaHavasJkt
@COLLAINLOVE Amalia Susilowati Prabowo
Why we need to
change the way we
do IMC ?
WE ARE LIVING
ON THE FLAT WORLD
• Widespread use of Internet and mobile gadget
• The rapid advancement in mobile technology
• Deregulation and competition
• Global efforts in reducing the "digital device"
FLAT WORLD Triggered by
IP based
Broadband Convergence in Voice,
video and data
85% of them have the GPRS facility and that have 3G capability is 55%
5 billion people in the world has been using a mobile phone
Mobile phone penetration in Indonesia reached 80% of the total population,180 million users
Shifting meaning of “communication”
Source: EURO Consumer Disptick, July 2010
Source: EURO RSCG Worlwide consumer research Dec 2009
The New Consumer in The Era of Mindful Spending
72% are shopping more carefully and mindfully
than they used to
consumer mindset on spending is also experiencing a revolution
48% said they won’t go back to their purchases
patterns even when the economics rebound. 43% are
committed to reducing their use of credit cards over the
long term
69% claim to be smarter
shopper than they were a few
years ago, while 635 said they
more demanding
64% say making environmental friendly choices
makes them feel good
72% said they
will use brand who
doing good for
society, their friend
and family
66% would only buy goods if recommended by a friend, relative and based on the experience of others
66% do not want any more tempted by the ads. They do not want in dictation. They want to find by themselves the value of the brand
Hybrid Consumer
• In all spectrum of consumers using a variety of communication channels and a variety of approaches, searching online to buy online and even offline instead searching to buy online.
• Research conducted by Jupiter Research / NFO December 2000 proved that:Di
68% research online, buy in store
54% research in store, buy online
47% research by catalog, buy online
38% research online, buy over phone
Case Study #1
PASAR SANTA
A very cool hanging out
spot inside low class
traditional market.
This café is very popular
because of the
“coolness” of the content
and the visitor (mostly
coming from community)
PASAR SANTA (White Market)
http://news.liputan6.com/read/2089837/pas
ar-santa-sarang-baru-para-hipster-jakarta
http://efenerr.com/2014/08/08/abcd-coffee-
pasar-santa/
http://indo.wsj.com/posts/2014/09/09/wajah-
indie-pasar-santa/
http://hot.detik.com/read/2014/08/20/103928
/2667176/1059/yuk-nyoba-tempat-ngopi-
baru-di-pasar-santa
Example: Fashion
Bazaar with unique
thematic theme, most of
stuffs are cheap but cool
Example: Food
In contrast to other countries, in Indonesia
fancy food trucks are very popular recently, in
addition to his cheap and simple food, visitors
can take pictures with the truck-on-truck
design is very cool.
DIGITAL MEDIA
•In digital media aspect, there was a significant raise of “pledge” format, where many brands build consumer participation by creating “movement” project. Such us
•These things happened because the media placement price in Indonesia is really high. And lots of brands here couldn’t afford spending that much money only for placement. So that’s why this “pledge” style post is really popular nowadays.
•And it is proven that these kind of media is more beneficial in driving traffic for the brand rather than conventional media to make engagement.
• There are also some type of digital social media that on a rise in Indonesia for example is the “meme” post, parody video series about politic, social culture of fashion.
• Two viral video on youtube that nowdays are highly popular for examples “Sascha Stevenson – how to act like Indonesia” on her videos she tells viewer about funny things that Indonesian do with a mild jokes.
• Another example is the "meme" video version made by 4 friends, where they
banter clicking the prospective president. The audience is very high and is considered an alternative series of video entertainment by Indonesian society
http://www.youtube.com/watch?v=zNa
Sl6YBG2g
http://www.youtube.com/watc
h?v=Zyzdi-r7apc
ON HIGH DESIGN ASPECT,
•There’s a massive movement towards vintage and pop-art style now.
I LOVE INDONESIA •http://www.youtube.com/watch?v=Ji55MZH2NYI •On High Design aspect, There’s a massive movement towards vintage and pop-art style now. POP ART & VINTAGE •http://jakartavintage.co
THE NEW MARCOM STRATEGY
SEGMENTATION
TARGETING
POSITIONING
MARKETING MIX
90’s
Marketing is all about Awareness and Perception
MARCOM STRATEGY Fulfill the desire
EXPERIENCE
ENGAGEMENT
BONDING
200’s
Marketing is all about Experiential
MARCOM STRATEGY It’s Me Brand
today’s MARCOM STRATEGY
CONVERSATION
ACCESS
CONTENT
ALIGNMENT
MARCOM is all Mutual Conversation Message : sharing
and express my self
COMMUNITY
CO-CREATION FLEXIBILITY
PRICE
PRODUCT
PRICE
Marketing is all about fulfill the basic needs
MARCOM STRATEGY: Functional Benefit
40’s
PLACE
PROMOTION
SCENARIO DAN CONTACT POINTS
•Akhirnya, kita sampai pada pertanyaan yang ditimbulkan oleh poin (4), “Apakah scenario sudah didisain sedemikian sehingga mampu menggerakkan target?” Contact Point yang menghubungi konsumen dengan brand, dapat berupa: misalnya, iklan televisi, point-of-sale advertising, atau bahkan komunikasi dari mulut ke mulut.
10/2/2014 Bauran Promosi
1 Sesi 9 36
“penciptaan skenario atau jalan untuk menggerakkan sasaran”
CREATING COMMUNICATION IS
ALL ABOUT : TOPIC / CONTENT
EXPERIENCES
CONVERSATION
SHARING
Tips: Let’s Them
Talk!
AIDMA MOVED INTO AISAS*
Attention A Interest I Desire D Action A
Attention A Interest I Search S Action A Share S
Psychological change (passive) Action (Active)
*Dentsu’s property
WHAT IS THE
KEY WORD OF
DIY IMC
Getting CRAZIER
Whoaa…
4 POWERFUL POUNCH FOR IMC
SHAREABLE AUTHENTIC
I don’t want to be alone (the most powerful human truth) – for people to connect
example of success: YouTube, facebook, myspace, cyworld
I am cool because your are cool – belonging such as apple
I need to be entertained and be able to express myself
I am a bit lazy/ I want something easy
what technology can deliver = what people want
such as Lee jeans, if you buy the pair of jeans, point your bluetooth to the jeans, you
will be receive games and other things
Am I motivated?
such as Nokia….
What do I get for this?
what do I get as a person and what do I get for a brand
such as pepsi ad, if you go to its mobile website, you will get a free hip hop songs
Nokia; see the neonbox in underground which coded 2D and get an update of
information, events of the area and etc.
6 human truths
Case Study #10
The Power of outdoor
campaign
Big Babol’s brand promise is “The master in Big Balloon making” which is Translated well in this out door media
2. Create TOPIC!
1. Get CRAZY!
3. ANY SPOT can be a communication
Channel
“COOL” is
EVERYTHING
Have a nice day…