MENGENAL KONSEP PEMASARAN || AIDAS - ATTENTION || Part 1

Summary

In this discussion, the speaker delves into various promotional strategies used in marketing, focusing on advertising, personal selling, sales promotions, and publicity. The AIDA model (Attention, Interest, Desire, Action) is explored, highlighting its importance in attracting and engaging customers. Real-world examples such as Rumah Makan Ranah Minang and delivery services (JNE, JNT) illustrate how these strategies work in practice. The speaker emphasizes the need for businesses to adapt their promotional methods to changing market conditions, especially in times of crisis, to stay competitive and successful.

Takeaways

• 😀 The speaker begins by acknowledging the audience with a traditional greeting and expresses gratitude for being able to share insights on the topic of promotion.
• 😀 The discussion is focused on promotional strategies, particularly in the context of businesses operating during times of crisis, including health, economic, and social crises.
• 😀 The speaker emphasizes the importance of promotions in today's world, stating that terms like 'promotion' and 'advertising' are now widely understood even by children.
• 😀 Different forms of promotion are introduced, including advertising through TV, radio, online platforms like Instagram and Facebook, and personal selling (direct face-to-face interaction).
• 😀 The concept of personal selling is highlighted as an important promotional tool, with an example of delivery services acting as both a promotional strategy and a method of customer engagement.
• 😀 The speaker highlights the competitive nature of industries, noting that there are many players in the delivery and logistics industry, all employing different promotional strategies to attract customers.
• 😀 Promotions through direct sales and discounts, such as 'Buy 2, Get 1 Free' and other sales offers, are still prevalent, especially among large companies like Giant and Matahari Department Store.
• 😀 The concept of 'Publicity' is briefly discussed, though the speaker mentions that it's not as prominent today as it once was.
• 😀 The AIDA model (Attention, Interest, Desire, Action) is introduced as a key framework for understanding how promotions attract and engage customers.
• 😀 The speaker encourages businesses to actively engage in promotion, arguing that without a proactive approach, businesses may fall behind competitors and struggle to grow in challenging times.

Q & A

What is the primary topic of the script?

The primary topic of the script is promotion strategies, specifically focusing on how different types of promotion, including advertising, personal selling, and sales promotions, are used to attract customers and drive business success.

What types of promotional strategies are discussed in the script?

The script discusses several promotional strategies: advertising (via TV, radio, and online media), personal selling (face-to-face interaction), sales promotions (e.g., 'buy one, get one free' offers), and publicity.

How does the script describe the importance of promotions in today's society?

Promotions are vital in today's competitive market, especially during times of crisis, such as health, economic, and social issues. Businesses need to leverage different promotional methods to remain competitive and attract customers.

What is AIDA, and how is it related to promotion?

AIDA is an acronym that stands for Attention, Interest, Desire, and Action. It is a model used in marketing to outline the stages a customer goes through when exposed to a promotion. It helps businesses design effective promotional campaigns.

Can you explain the concept of 'personal selling' as mentioned in the script?

'Personal selling' refers to face-to-face interactions where a salesperson directly promotes products or services to potential customers. The script highlights how this form of promotion is increasingly common, especially with delivery services.

What is the significance of 'attention' in the promotional process?

Attention is the first step in the AIDA model, where businesses aim to capture the customer’s interest. If a promotion or product does not grab attention, it cannot move to the next stages of interest, desire, and action.

How has the promotion landscape changed due to the current economic and health crises?

Due to the crises, businesses have had to adapt by utilizing more innovative promotional strategies, such as online advertisements, home delivery services, and offering special discounts to maintain customer interest and sales.

What role do online delivery services play in promotion?

Online delivery services, such as Go-Food, J&T, and JNE, are used as a promotional tool to increase the reach of businesses. By partnering with these services, businesses make it easier for customers to access their products, which enhances their visibility and customer base.

What is the importance of customer feedback and satisfaction in promotions?

Customer satisfaction is crucial because it influences their likelihood of returning and making repeat purchases. A satisfied customer is also more likely to recommend the service or product to others, contributing to positive word-of-mouth promotion.

How does the script suggest businesses should adapt their promotional strategies?

The script suggests that businesses must continually improve their promotional strategies by enhancing customer experiences, offering appealing promotions, and adapting to the changing needs and preferences of the market.