Do it yourself integrated mar comm

@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…