Virtual gak akan mengganti actual conversation, tapi tetep kudu ada…

“Losers say: Its impossible. Winners say: Its hard, but we can try”

Ini sulit, tapi bukannya ga mungkin.

Kenapa sulit?

1. Ini dunia yang sangat baru. Dunia yang dulu saya merasa apatis, cuek. Karena mungkin hanya bakal dikuasai oleh orang-orang yang jago di IT, komputer, dll.

2. Saat ini, mungkin saya selain jadi salah satu pioneer di internet marketing and communication ini di perusahaan tempat saya bekerja (jadi begitu saya sebut dunia ini), saya rasa belum banyak orang yang benar-benar ada di sekeliling saya yang mengerti tentang internet marketing.

3. Pandji Pragiwaksono (@pandji) berkata dalam salah satu tweets-nya (Damn, this person is so inspirational!), bahwa “Kita hidup di jaman dimana internet begitu meluas efeknya, jadi maksimalkan internet” Well, mungkin ga sama persis dengan apa yang dia katakan dulu tentang internet ini.

4. Maksimalkan internet. Memang banyak situs, atau blog yang bicara soal ini. Mereka banyak menyebutnya dengan nama-nama keren : internet marketing, digital marketing, socila media marketing, atau apalagi. Banyak. Keren-keren bahasanya. Namun buat saya, semua itu tidak lebih dari cara baru buat kita untuk lebih dekat ke customers-shoppers-consumers, untuk ngobrol langsung. Dan saya yakin dengan keseriusan (dan juga ketulusan dari si pemilik brand), para lawan bicara, customer-shopppers-consumers, merasa kalau mereka ‘sedang bicara’ dengan brand. Yang produknya mereka percaya, yang mereka pakai, yang mereka makan

5. Mereka mungkin fully aware kalau dibalik akun-akun social media itu, ada orang-orang, yang mereka panggil dengan nama akrab, ‘min’ 😀 Tapi virtually, mereka merasa kalau ingin mengungkapkan perasaan terhadap brand yang produknya mereka pakai, langsung ke brand tersebut, sama rasanya dengan mencolek teman yang ada di sebelah. Mungkin mereka mau ngomong, “Eh, produkmu yang baru itu manis banget, ga suka gw” “Eh, gw suka produk lo yang baru, itu belum pernah ada disini sebelumnya” “Eh, promo campaign lo basi banget sih! Udah pernah ada kaleee sebelumnya, kenapa lo pake lagi idenya? Ga ada ide lain?”

6. Consumer can be cruel. Yes, they can. They can be so nice. Yes, they can. Consumer can be so supportive. Yes, they can. Consumer can be an evangelists. Yes, they will. Tergantung seberapa bagus produk kita, untuk dapat menciptakan fanatisme mereka akan merk kita. They will self promote our brand, and mostly, they’re moms. Kebanyakan, mereka akan beli (jika puas yah), beberapa produk yang mereka suka, untuk mereka pakai, dan juga mereka ceritakan kepada para ‘gank’-nya Yup, moms are strong persuader 🙂

7. How to grow followers/fans, true of them. Without using fake accounts. Without buying any followers. Buy them? Yes, I know some sites whom sell followers. And the’re quite cheap actually. Hundreds thousands of them can be collected in a blink of an eye, no need to reach your wallet deep. Tapi ga bakalan saya pakai cara ini, karena fake accounts means nobody. They’re just there, created, just to popped up if there’s any quizzes with prizes showed up.

Saya pingin brand via account social medianya benar-benar berbicara dengan consumer-nya. Bukan punya ribuan atau ratusan bahkan jutaan fans-followers yang hanya dapat dibanggakan sebagai milestone atau trophy belaka. Dan sebaliknya, brand bisa menerima masukan langsung dari para konsumen-shoppers-customernya. Langsung, tak ada batas. Egaliter.

Jujur, ini PR yang SAAT INI susah buat saya.

8. How to find what they actually need, in a virtual communication? Some kind of communication that other account hasn’t have yet. A unique one. Memang jika kita amati banyak banget akun-akun socmed (facebook and twitter) yang punya ratusan ribu followers/fans. Strong brand? Yes, they have. Massive communication? Yes, they have. Lots of dollar to spend? Yes, they have it all. Strong concept? Well, any brand can have it. So, where do we begin now?

A good concept?  Yang seperti apa? Let’s find them then…

Tentang judul tulisan ini, “Virtual gak akan mengganti actual conversation, tapi tetep kudu ada…” Well, memang hubungan interpersonal yang terjalin secara face to face, jabat tangan erat dan hangat tidak akan mengganti hubungan virtual di internet. Tapi saat ini, virtual marketing harus dipunyai oleh suatu brand.

Advertisements

In Store Activities, a razzle dazzle :)

In store activities? What do I have in mind?

Hectic. Coordination. Good internal-external communication. Mutual understanding. People involvement. Placement. Position. Traffic. Shoppers. Customers. Person In Charge. Strategy. Preparation. Experience. Leadership. Tools. Check list. Meeting. Training. Recruiting. Sales Promotion Girls/Boy.  Third Parties. Marketing division. Sales division. Budget. Sample products. Gimmicks. Messages. POS materials. Trade Marketing task. Point of Purchase (POP). Below the line (BTL). Weekend. From afternoon to evening. Service. Smile. Headquarters / Store Permition. Loading. Unloading. Review. Market Visit. Time line. Execution. Patience. Sharp. In field analytic and decision making.

 

 

Well, that’s the thing that showed up in mind. Whenever I heard the word, in store activities. Usually, we called it in store promotions. Kind of promotion that involve store, as we usually called customer, shoppers, and supplier, or us, usually partnering with 3rd party or agency.

 

The expected results are :

1.   Great visibility, off course

2.   Sales growth, at endorsed items, at the store, at the time

3.   Better brand awareness, that expected from shoppers that come near our POP

4.  To shoppers/customers, added value. Experience, to keep in mind.

5.  Good convertion rate. From attention-interest-decision-action/buy.

 

For a person, whether he/she is a Trade Marketing person, Marketing person, or even a Key Account person, when handling-coordinating an event for a first time, things that usually forgotten are : a lot.

Because they are rarely made a check list. Which consist of who should/must be responsible of what.

For example :

Personnel –> Dian Puspita

Task –> From A-E ; responsible for  property R-U (provide checklist box and note box beside it)

Reporting to –> Sari Wijayanti (event coordinator)

The coordinator must be persistent and detail, checking which responsibilties that haven’t done by each PIC.

At the end, every team member, including team leader must carry the same burden. Same responsibilities. Every flaw, mistake, is all team’s responsibility. Not only team leader’s.

When you’re there at event organizing, in a big scale or just a small event, experience makes it goes easier. Because you’re simply knows what to do. And knows what to do in a certain way is expensive 🙂

2% out of 100%, Bogor-Jakarta thoughts…

Hari ini, jadwal meeting ada di kota Bogor. Kota hujan. Kota roti unyil. Kota asinan. Kota yang cantik.

Hey, tapi bukan kotanya yang saya ingin bicarakan! Tapi apa yang saya bicarakan dengan seorang teman di sana. Kolega yang kebetulan kerja di kantor yang sama dengan saya. Merasakan keresahannya, keresahan yang sama, yang mungkin juga dialami oleh para ‘karyawan petinggi’ (atau petinggi karyawan? :p) di perusahaan tempat saya bekerja.

Eh, karyawan petinggi yah? Petinggi maksudnya yang ada di level supervisor keatas maksudnya. Yang salah satunya punya anak buah 🙂 Namun disini, mereka-mereka (termasuk saya) yang mungkin perjalanan karirnya ditentukan oleh ‘meeting main catur’ oleh top management.

Top management yah? Hmmm, jadi inget kata ‘career jedi’ saya lainnya, Mr. Billy Boen. Hanya 2% dari seluruh  karyawan yang bisa masuk ke top management level, 98% lainnya adalah karyawan biasa.


Bit scarry, but mostly challenging what he said. Yes, not yet that 2%, but will be that 2%. Believe. Think. Action. Evaluate. Make it happen. Within timeline.

Pertanyaannya seputar ini : “Tahun ini, apa yang bakal bisa saya dapat?” “Ada peningkatan karir buat saya tahun depan ga yah?” “Ada kabar2 apa nih, tahun depan?”

I think you, and others who still think about that, in the same way, should change your mind set. Change your attitude. And that will change your life.

Karena, sebenarnya, bukan mereka (top management level) yang menentukan nasib kita, kalian, saya, kamu, kami. Tapi KITAlah yang menentukan nasib kita sendiri. Mau karir kita di tahun 2012 naik? Lebih baik dari tahun 2011? Mau naik jabatan di tahun 2012? Mau gaji yang lebih baik di tahun 2012, di perusahaan ini? Yup, di perusahaan ini. Jika naik gaji, naik jabatan di perusahaan lain, itu masalah yang berbeda.

Berbeda.

Kita bicara apa yang bisa kita lakukan dengan keunikan, skill kita, yang beautifully crafted by God’s hand.

Kita yang punya karir.

Kita yang mengendalikan karir kita sendiri.

Kita yang menentukan ingin jadi apa kita, besok, lusa dan seterusnya.

Kita punya tools, yaitu job kita. Yang diberikan oleh perusahaan untuk kita jalankan dengan baik.

The stregth is come from within.

Jadi, JIKA, jika saya dapat kenaikan jabatan di 2012, itu karena apa yang saya lakukan di 2010 dan 2011. Apa yang telah saya kontribusikan ke perusahaan. Apa yang sudah jadi action saya selama 2 tahun terakhir. Selalu explore sesuatu yang baru, yang somehow useful.

Bukan selalu menggantungkan pada hasil ‘main catur’ top level management di akhir/awal tahun. Bukan jadi ‘korban experiment mereka yang hendak melakukan trial akan capability kita di suatu bidang, suatu work measure (maksudnya ukuran / beban/ load kerja baru), dengan bahasa ‘challenge’.

Make sure they know what you really good at. Your uniqueness that come from within. Your achievements.

Bukan jadi orang yang bertanya, tiap akhir/awal tahun, “Eh, tahun ini gw bakal dipindah gak yah?” “Tahun ini gw dapet kenaikan jabatan/gaji gak yah?” “Tahun ini, bakal ada perkembangan apa di karier gw ya?”

Damn! Don’t do that. Don’t ever think about that. Create your own path! Build your own career. Your job is only a tool. Your ride to be the best at your good at. Become the 2%. That’s the ultimate challenge.

Be unique at your career. Find something new. Find something that can come up useful for you, and your surroundings.

Kenapa?

Karena kalau kita ingin tahu, belajar dari para kolega kita, akan sesuatu yang sudah diketahui orang banyak, sudah banyak yang jago, sehingga yang ingin berhasil adalah mereka yang benar-benar mendalami. A deep detail about the stuff. Sehingga, akan melahirkan expertise.

Tapi pertanyaannya, sebarapa cepat kita jadi expert? Berapa jumlah expert yang sudah ada? Itu kompetitor kita di dunia kerja, di bidang tersebut.

Be different.

Tapi, bagaimana jika kita challenge pikiran kita untuk lebih open mind, temukan hal yang baru. Contohnya?

Well, ilmu yang sudah dikuasai banyak orang adalah : 

Sales Management. 

It’s not too hard to understand. You just got to be a persistent, strong hearted, detail, commanding person. It’s people that you directed. It’s monthly-quarterly-anually target that you have to continously achieved.

Key Account Management.

Being a key account person, you got to be good with numbers. Strong analytical thinking, a good negotiator, with long term minded. Win-win solution, they’ve said. Price. Promotion.

Nah, IMO, ilmu yang belum dan tidak banyak orang tahu, yang harus diketahui, diperdalam, dan digali. Antara lain :

Trade Marketing Management.

Point of purchase. Shopper. Customer. Supplier. In store branding. In store promotion. Creative. Integrated. Brand. Field marketers. People. Sales. Convertion rate.Shopper’s profile. Data. In store activities. Marketing. Bridge. Connect. Gimmicks. Games.Product placement. Events. POS materials.

Shopper Marketing.

Shopper. Why they buy? Why don’t they buy? Why they don’t buy? When they consume the goods? With whom they enjoy your product? at What occassion did they consume/use your products? Where they buy your products? Research. Data. Insights. Action. Shoppers decision tree. Gimmicks.

Internet Marketing.

Social media. Twitter. Facebook. Blog. Connected. Integrated. Communication. Many to many. Community. Power. Passion. Internet. World wide. Awareness.

Marketing.

Brand. Awareness. Communication. Message.Creative. No boundaries. 

Marketing is the whole idea 😉  Well, if you know what I mean by that…

Well, tulisan diatas tersebut yang jadi buah pikir saya dalam perjalanan dari Bogor balik ke Jakarta. Itu yang hampir selalu saya dapatkan ketika ngobrol dengan teman-teman, kolega-kolega saya menjelang awal tahun.


Most of them are curiously worried, anxious about what will happen to them, next year. 


Well, I say now, “Don’t ever be worry. If you got your inner stregth, passion, put it on a spotlight”

Itu karir kita. Bukan karir siapa-siapa. Pekerjaan/job dari perusahaan, punya perusahaan, bukan punya kita. Itu mobil perusahaan, bukan mobil kita. Fulfilment could lead to comfort zone. A dead end tou our career.


Career, our career, is something that we have to continously grow. Higher and higher. 

Enjoy my days as Trade Marketing person :)

Creating in store promotions…

Creating events. Or just helping out, sort of supervising, an event. Especially a BIG one…

Create in store communication, between brand, customer, and shopper-consumer. Through branding activities…

Create a system in managing Field Marketers. Improving. Keep them developed, keep them well managed…

Well, it’s all focused in modern trade. Well, it’s what I’m good at. It’s what they want me to develop.

Creating good communication and relationship between brand and 3rd parties. On branding and in store promotions.

Getting through what’s so called pitching with 3rd parties in making some designs, for in store branding designs…

Yup, it’s me. At the office…

Some of jobs for me to do here… Fun? Yes! Because it’s suite me good. Just like wearing good outfit, good suite. Make me feel good, make me look good.

It’s the job, dude. Not the career.

Like what my ‘career jedi’ said, Your job is not your career. Yes, it’s Rene Suhardono who said that.

Do I really enjoy my job here? I must say, yes. Despite the razzle dazzle, complicated stuffs, trash talking, trash meeting? Yes, I do enjoy this job.

I’ve been a Trade Marketing person since 2010. It’s been 2 years now.

What I’ve obtained from it? What I’ve got from it? What I’ve learned from it?

First, it’s really nice to work in such place, being a bridge that connect marketing and sales-KAM division through creative ideas and thoughts. Creating whatsoever up there, I’ve mention in early writings.

Especially, when your surroundings just about learning of hor Trade Marketing really works. In your company. It’s some kind of new principal. A nwe knowledge. It is.

That’s why, it’s such an enjoyment. Because we haven’t burdened with the past. With history that said, this is a ‘no can’t do ideas, because we’ve been doing that…’ or ‘you can’t do that, because historically, we’ve been there before, and the result was not good” It’s sort of opening new teritory of mind and experiences. You just don’t know what the hell that going to happen. Because simply, no one ever there to show you the paths.

You just have to be able to find the road. Unlock the door, to a damn brand new experience in communicating. To customers, consumers, and shoppers. There no mistake in trying a new stuffs like Trade Marketing here. No such things is a mistake. Perhaps, the indicator is how your sales turns out in that store, how many cartons/boxes that absorbed to be sold at that store, at that very moment. When your activation took place.

Whats the enjoyment, by the way?

Passion makes the enjoyment.