Strategi UMKM agar Lebih Dikenal Masyarakat - Market Think 85

Summary

The video discusses the importance of branding and marketing for Small and Medium Enterprises (SMEs) in Indonesia. It highlights how despite the large number of SMEs, many struggle to expand due to issues like access to markets and capital. The speaker emphasizes the need for SMEs to focus on building a strong brand first, as it significantly impacts customer attraction and loyalty. Key elements of branding, such as appearance, people, and experience, are explored, alongside marketing strategies for enhancing visibility and persuading consumers. The ultimate goal is to ensure a clear and consistent brand message before diving into sales and promotions.

Takeaways

• 😀 UMKM (Micro, Small, and Medium Enterprises) are considered the backbone of Indonesia's economy, comprising around 25% of the population, yet they still face challenges in reaching higher markets and achieving exports.
• 😀 Despite their large numbers, many UMKMs struggle to grow due to issues like limited capital and market access, and there's a need for more platforms to support them.
• 😀 A successful UMKM requires focus on building a strong brand, as it plays a crucial role in how products are perceived and how they attract consumers.
• 😀 The appearance of a product, including its packaging, presentation, and how it's visually marketed, is essential in creating a positive brand perception.
• 😀 Personal branding is as important as product branding. Entrepreneurs like Steve Jobs and Elon Musk show how personal brands can significantly elevate company brands like Apple and Tesla.
• 😀 A well-developed brand also requires strong, confident people interacting with consumers. Staff should embody the brand's image and provide a consistent, positive experience.
• 😀 Creating a strong customer experience goes beyond just product quality. It involves the entire process from purchase to consumption, including aspects like unboxing and customer service.
• 😀 Marketing helps communicate a brand's message, and it’s vital to ensure the marketing aligns with the brand’s identity, otherwise, the product’s reputation could suffer.
• 😀 Maintaining consistent exposure in marketing is important, as people tend to forget if they haven’t seen your brand for a while. Retargeting and reminders can help keep your brand in consumers' minds.
• 😀 Promotions can be an effective way to attract customers, but it’s important to carefully balance pricing and promotions to avoid diminishing the brand’s value over time.
• 😀 Sales channels are key to making products easily accessible, and building relationships with retailers can help expand reach. However, brand clarity and marketing must come first before focusing on sales.

Q & A

What is the significance of UMKM in the Indonesian economy?

UMKM (Micro, Small, and Medium Enterprises) is considered the backbone of Indonesia's economy. With 65 million UMKMs in Indonesia, they make up nearly 25% of the population, playing a critical role in economic growth, yet many struggle to grow due to issues like access to markets and capital.

Why is branding important for UMKM?

Branding is crucial for UMKM because it helps create an emotional connection with consumers, making products more appealing. A strong brand can drive consumer interest and differentiate a business from its competitors, even if the product itself is average.

How does branding affect consumer perception?

Branding shapes how consumers perceive a product, going beyond its functional value. A well-executed brand can turn an ordinary product into something highly desirable, by conveying value and emotional appeal.

What are the key components that contribute to building a strong brand?

Key components include product appearance (like packaging and presentation), the people behind the brand (such as employees and leadership), and the overall consumer experience, including interactions and the perception of quality.

How does product appearance influence consumer decisions?

Product appearance, including design, packaging, and photography, plays a significant role in consumer decision-making. A product with a polished, professional appearance often attracts more attention and conveys quality, even before the consumer interacts with it.

What role does 'people' play in building a brand?

The people behind the brand, especially customer-facing employees, are essential for building a positive brand image. Brands like Apple and Starbucks emphasize strong, confident, and personable employees, enhancing their brand's perception and customer relationships.

How does the customer experience impact branding?

The customer experience extends beyond product quality; it encompasses the entire journey, from purchase to post-consumption. Factors such as ease of buying, the unboxing experience, and after-sales service all contribute to the perception of the brand.

What is the difference between branding and marketing?

Branding is about defining and building a strong identity, while marketing is about communicating that identity to consumers. Marketing helps increase brand awareness and visibility, ensuring that the brand message reaches the target audience effectively.

What strategies can UMKM use for effective marketing?

UMKM can focus on maintaining exposure through consistent messaging, utilizing appropriate marketing channels, and building relationships with customers. They should also be creative with messaging, ensuring it is persuasive and relatable to their target audience.

Why is promotion important for UMKM and how should it be approached?

Promotions are essential for attracting new customers and encouraging them to try products. This can include offering discounts, bonuses, or vouchers. However, promotions should be used strategically to avoid devaluing the product, and pricing should reflect the perceived brand value.