Ternyata, Begini Kata Owner Parfum HMNS soal Marketing

Summary

The video script features an in-depth discussion on the power of storytelling and marketing in brand building, exemplified by the local perfume brand 'Humans'. It highlights the founder Rizky Arif D's journey, emphasizing the importance of copywriting and customer relationships in creating a strong brand identity. The transcript also touches on the role of empathy in marketing and the significance of being accountable as an entrepreneur, urging marketers and founders to take responsibility for their visions and actions.

Takeaways

• 😀 The transcript discusses the importance of storytelling in marketing, emphasizing how brands can use narratives to connect with their audience on a deeper level.
• 😉 It highlights the role of Rizky Arif D, the founder of the local perfume brand 'Humans', who is known for utilizing storytelling techniques in his marketing strategies.
• 🙂 The brand 'Humans' is recognized for its unique approach to copywriting, which is integral to their promotional content, creating an emotional connection with their products.
• 🤔 Rizky shares his personal journey, from being a geology graduate to becoming a CEO, emphasizing the importance of adaptability and continuous learning in business.
• 💡 The transcript suggests that marketing should be approached more like an engineering job, focusing on problem-solving and using data to drive decisions and strategies.
• 🛍️ The success of 'Humans' is attributed to its high engagement on social media and the close relationship it has with its customers, which has contributed to its awards and recognition.
• 📈 The importance of understanding the customer's perspective is underscored, with the idea that customers are part of the company's growth and should be treated as partners.
• 📝 Copywriting is identified as a fundamental skill for the 'Humans' team, with a focus on creating romantic, personal, and impactful content that resonates with the audience.
• 🔍 The transcript touches on the significance of empathy in marketing, suggesting that brands should aim to make customers fall in love, not just make them happy.
• 🚀 Rizky encourages accountability, advising against blaming external factors and taking responsibility for one's entrepreneurial vision and its realization.
• 🎯 The final takeaway is about the power of inspiration, with Rizky urging marketers and founders to be driven by a vision that can motivate and inspire their audience.

Q & A

What is the main theme discussed in the video script?

The main theme discussed in the video script is the power of storytelling and copywriting in marketing, particularly in relation to the brand 'Humans' and its founder Rizky Arif D Prakoso.

What is the significance of storytelling in marketing according to the script?

Storytelling in marketing is significant because it allows brands to connect with their audience on a deeper emotional level, making the brand more relatable and memorable.

What role does copywriting play in the success of 'Humans' brand?

Copywriting plays a crucial role in the success of the 'Humans' brand by creating compelling narratives and engaging content that resonates with the audience and drives interest in the products.

How does Rizky Arif D Prakoso view the role of a CEO in a company?

Rizky Arif D Prakoso views the role of a CEO as dynamic and adaptable, needing to change focus according to the company's phase and challenges, and also as a mentor and educator to the team.

What is Rizky's educational background and how did it influence his approach to business?

Rizky is a geology graduate, and his educational background influenced his approach to business by providing him with a solid foundation in problem-solving and logical thinking, which he applies to marketing and business strategies.

What is the importance of customer relationships in the success of 'Humans'?

Customer relationships are important in the success of 'Humans' as they contribute to a loyal customer base, which in turn helps the brand win awards and recognition, and fosters a close-knit community around the brand.

How does Rizky describe his approach to marketing?

Rizky describes his approach to marketing as an engineering job, emphasizing the need for a logical and analytical framework to understand and solve marketing problems effectively.

What is the role of empathy in the marketing strategy of 'Humans'?

Empathy plays a significant role in the marketing strategy of 'Humans' as it helps the brand understand and connect with the emotions and needs of its customers, creating a more meaningful and lasting relationship.

How does Rizky approach the challenge of maintaining relevance in a changing market?

Rizky approaches the challenge of maintaining relevance by continuously evaluating and eliminating inefficient systems, processes, and efforts, ensuring that the brand stays agile and adaptive.

What advice does Rizky have for founders, CEOs, and marketers about accountability?

Rizky advises founders, CEOs, and marketers to take full accountability for their decisions and actions, and to stop blaming external factors for their situation, especially when they choose to become entrepreneurs.

What personal challenges has Rizky faced in his entrepreneurial journey?

Rizky has faced personal challenges such as balancing work and personal life, including time for family and leisure activities, and dealing with the pressure and responsibilities that come with being an entrepreneur.

Outlines

00:00

😀 The Power of Storytelling in Marketing

This paragraph discusses the effectiveness of storytelling in marketing, using the brand 'Humans' as an example. It highlights how brands can leverage narratives to connect with consumers on a deeper level, rather than just focusing on product features. The speaker, Rizky Arif D, founder of 'Humans', emphasizes the importance of copywriting as a foundational skill for marketing, which is often overlooked in favor of more creative aspects. The success of 'Humans' is attributed to its storytelling approach, which resonates with its audience and has earned the brand recognition and awards.

05:00

🤔 Reflections on Business and Marketing Strategies

The speaker reflects on his journey and objectives in business, discussing the challenges and motivations behind his decisions. He talks about his background as a geology graduate and his unexpected entry into the business world. Rizky shares his views on the importance of adaptability and continuous learning, especially in the ever-evolving landscape of marketing. He also touches on his role as a mentor and educator within his team, emphasizing the value of creating a learning environment and the significance of eliminating inefficiencies as the company grows.

10:02

🛠 Marketing as an Engineering Job

Rizky Arif D posits that marketing should be approached more like an engineering job, requiring a deep understanding of problems and the application of logical solutions. He argues against the common perception of marketing as solely a creative field, stressing the need for data-driven strategies to identify and solve issues within the sales funnel. The speaker encourages a hands-on approach to marketing, where numbers and logic play a central role in crafting effective campaigns.

15:04

🏆 The Impact of Customer Relationships and Brand Loyalty

This paragraph delves into the significance of building strong relationships with customers and the role it plays in the success of a brand. The speaker cites 'Humans' as an example, highlighting the brand's high engagement on social media and the close connection it has with its customers. The paragraph also mentions the awards and recognition received by 'Humans', attributing these achievements to the brand's loyal customer base and effective marketing strategies.

20:04

📝 The Art of Copywriting and Storytelling

The focus of this paragraph is on the art of copywriting and its integral role in crafting compelling stories for marketing purposes. The speaker explains how 'Humans' uses copywriting to create engaging content that captures attention and influences consumer decisions. He emphasizes the importance of understanding the triggers that motivate people and the need for a good copywriting skill set to effectively communicate the brand's message and values.

25:04

💡 Empathy-Driven Marketing and Customer Involvement

The speaker discusses the concept of empathy-based marketing, which is central to 'Humans' brand philosophy. He believes that involving customers in content creation and strategy is crucial, as they are considered partners in the brand's growth. The paragraph also touches on the importance of innovation and direction, which are often influenced by customer feedback and involvement. The speaker stresses the need for brands to inspire and connect with consumers on an emotional level, rather than relying solely on hard selling tactics.

🚀 Accountability and Personal Growth in Business

In the final paragraph, the speaker shares his thoughts on personal growth and the importance of accountability in business. He encourages founders, CEOs, and marketers to take responsibility for their decisions and not to blame external factors for their shortcomings. Rizky emphasizes the need for self-discipline and the importance of learning from past ideas to drive progress. He concludes by highlighting the significance of inspiration and motivation in achieving business success.

Keywords

💡Storytelling

Storytelling is the art of conveying events in a narrative form, often used to engage audiences and evoke emotions. In the video, storytelling is highlighted as a key marketing strategy for the brand 'Humans'. It is used to create an emotional connection with customers, as seen in the transcript where the power of stories is discussed in relation to marketing efforts and the brand's ability to touch people through their product narratives.

💡Marketing

Marketing is the process of promoting, selling, and distributing a product or service. It is central to the video's theme, as the founder of 'Humans' discusses the brand's marketing strategies, emphasizing the importance of understanding market needs and creating engaging content. The transcript mentions marketing in various contexts, such as copywriting and the engineering approach to marketing.

💡Copywriting

Copywriting is the act of writing persuasive content, often used in advertising and marketing to drive consumer interest. The video emphasizes the importance of copywriting as a foundational skill for the 'Humans' team, with the founder stating that it is the first skill they train their interns in. It is used to craft compelling narratives and product descriptions that capture attention and influence consumer decisions.

💡Branding

Branding refers to the process of creating a unique name, symbol, or design that identifies and differentiates a product or service from others. In the video, branding is discussed in the context of creating a strong identity for 'Humans', which includes the use of storytelling and copywriting to shape the brand's image and message in the market.

💡Engagement

Engagement in marketing terms refers to the level of interaction and interest that an audience shows towards a brand or its content. The video script mentions the high engagement of 'Humans' on Instagram, indicating a successful strategy in capturing the audience's attention and fostering a relationship with customers.

💡Empathy

Empathy is the ability to understand and share the feelings of others, which is highlighted in the video as a key component of 'Humans' marketing approach. The brand aims to create products and content that resonate with customers on an emotional level, as evidenced by the transcript where the founder discusses the importance of making customers feel loved and cared for.

💡Innovation

Innovation refers to the introduction of new methods, ideas, or products. The video's transcript mentions that 'Humans' involves its customers in the innovation process, suggesting that the brand values customer feedback and insights, using them to drive the development of new products and marketing strategies.

💡Customer Relationship

Customer relationship management (CRM) is a strategy for managing a company's interactions with customers, often aiming to improve customer retention and sales. The video discusses the close relationship 'Humans' has with its customers, which is a critical factor in the brand's success, as seen in the high engagement and positive feedback from customers in the script.

💡Engineering

In the context of the video, 'engineering' is used metaphorically to describe a systematic and analytical approach to marketing. The founder of 'Humans' suggests that marketing should be treated as an engineering job, implying the need for a structured, data-driven strategy to solve problems and optimize results.

💡Inspiration

Inspiration is the process of being mentally stimulated to do or feel something, especially to do something creative. The video's transcript discusses the founder's inspirations, such as admiration for creative thinking and the desire to change the world through design, which motivates and drives the brand's vision and strategies.

💡Accountability

Accountability is the state of being responsible for one's actions or decisions. The video's founder emphasizes the importance of personal accountability, especially for entrepreneurs, as a driving force for success. It is highlighted as a key principle for achieving goals and overcoming challenges in business.

Highlights

The power of storytelling in marketing is emphasized, with brands using narratives to connect with their products.

Rizky Arif D, the founder of Humans, is known for his storytelling technique in brand promotion.

Rizky's background in geology and his transition to business, showing the importance of diverse skills in entrepreneurship.

The significance of setting and achieving tangible business objectives, and the importance of adapting to changing circumstances.

The role of a CEO in adapting to the evolving phases of a company and the importance of aligning with the company's needs.

Rizky's personal belief in the importance of mentorship and education within a company's growth.

The idea that marketing should be approached as an engineering job, focusing on problem-solving and data analysis.

The importance of understanding the root causes of marketing issues, such as poor sales, and applying logical solutions.

The high engagement rate of Humans' Instagram account and its impact on customer relationship building.

Humans' recognition in the form of awards, highlighting the brand's success and customer loyalty.

The role of customer feedback in shaping the brand's direction and innovation at Humans.

The application of empathy in marketing strategies, aiming to create more than just happiness but also love for the brand.

The value of copywriting skills in influencing consumer decisions and the importance of storytelling in marketing.

Rizky's approach to decision-making, emphasizing the importance of the present situation and spontaneity.

The challenge of balancing personal life and professional responsibilities as a founder and CEO.

Accountability in entrepreneurship and the importance of taking responsibility for one's vision and actions.

Rizky's advice to marketers and entrepreneurs on the importance of self-discipline and not blaming external factors.

Transcripts

Humans itu adalah gua gak tahu ini

seberapa vulgar gua bisa ngomong Cum

vulgar It's OK Humans tuh bisnis

Seberapa jauh peran lo saat ini di

marketing k h tiktok Gua rasa marketing

should be an engineering job gua selalu

bilang gayak gitu mostly mereka datang

dari copywriting internship jadi skill

pertama yang gua pengin mereka latih

adalah copywriting

[Musik]

Hai

Oke kalian pernah nyadar gak sih tiap

kali kita baca atau dengerin cerita

orang lain kita tuh secara Gak langsung

lagi ngerasain satu sensasi yang sulit

buat dijelasin well faktanya kekuatan

cerita inilah yang disadari betul dan

dimanfaatkan baik-baik oleh sejumlah

brand di luaran sana dalam upaya

marketingnya sering terjadi nih alih-ali

melihat keunggulan produk atau fitur

andalan dalam materi promosinya brand

tersebut justru memanfaatkan cerita

menyentuh di balik setiap

produknya namanya Keluarga selalu

berpeluk

erat pastin pintu maaf selalu kebuka

dengan ikhlas dan

lapang karena hari kemenangan telah

datang

[Musik]

Oke kalau di Indonesia sendiri nih

kayaknya gue tahu deh satu orang yang

cukup sering memanfaatkan strategi ini

di dalam promosi

brandnya siapa dia Rizky Arif D

Prakoso founder sekaligus si obrand

parfum local Humans ini emang kayaknya

tuh paham benar sama The Power of

storytelling and the Stories itself

terbukti human sendiri cukup terkenal

sebagai satu brand yang punya teknik

copyrighting yang m sekaligus cerita

yang menyentuh di balik setiap materi

promosinya Oke now kira-kira Gimana ya

cara Humans bisa berhasil dalam

menerapkan teknik storytellingnya

[Musik]

oke hai Rizki Thank you ya akhirnya

Setelah sekian lama menunggu Setelah

sekian lama kita bisa ngobrol juga Sorry

ya kepospon mulu ya it's oke enggak

apa-apa paham banget di mana-mana nih

gue nonton fitcast lo atau wawancara lo

itu kan udah terungkap ya kalau Rizki

ini adalah seorang lulusan teknik

geologi dan kalau ditanya kenapa

nyemplung ke bisnis itu juga udah banyak

banget i motivasinya juga Yah udahlah

nah yang mau gua tanyakan adalah Apakah

objektif-objektif lo buat jalanin bisnis

like Trigger lo dulu itu udah terpenuhi

semua sekarang sudah terjawab semua tuh

keinginan lo lewat bisnis dan nyesel

enggak punya bisnis bikin bisnis

challenge-nya banyak banget ya

emm gue sih tidak pernah punya itu Ya

maksudnya tidak pernah tangible gitu oke

targetnya tuh enggak pernah kayak Oh gua

pengin

achieve apa 5 m di usia se kayaknya Ah

si lebih ke not that kind of person lah

dan gue juga kayak percaya sebenarnya

kalau misalnya E objective flow to

tangible

Once you get it stop kan so

e lebih kayak gitu sih Jadi kalau

misalnya soalnya kalau misalnya gue

ngerasa mimpi-mimpinya dari dulu adalah

tangible sih kayaknya

tapi boleh cerita enggak sih satu yang

kayak gua tuh pengin bikin bisnis ini

specially Perfume Humans karena ini gua

pengen ABC dan itu udah tercapai saat

ini Humans itu adalah B gua ggak tahu

ini seberapa vulgar gua bisa ngomong

cuman vulgar It's OK Humans tuh

bisnis I'm gonna do it Oke jadi

e gua kan leing My name to the foest ya

ya Risky ya jadi gue tuh ngerasa bahwa

apa namanya gue pengen show the world

bahwa you can have the craziest idea you

want and still make it gitu loh oke dan

Ya maksudnya tapi enggak enggak bego ya

ngjalan itu enggak Gego harus Smart gitu

Iya jadi pada saat itu gue ngerasa

bahwa naifnya ya gue ngerasa bahwa gua

lulus FR graduate ya gua setahun kerja

di brand terus gua dippoint jadi CEO CEO

dari sebuah brand sepatu di bandung

namanya naah

Project 4 bulan brand itu dapat omset 1

M sebulan Oke sebulan e lu bayangin

sebagai sebuah seorang fresh graduate

yang baru ada di industri terus

tiba-tiba gampang banget

Anjir oke itu ini Lu mau De side of Me

jadi kayak gua ngerasa

kayak not challenging enough gitu oke

cuman enggak poin gua adalah

kayak Why didn't it sound interesting

anymore

Oke jadi I look for something yang

industrinya even belum Exist

Hm parfum enggak ada saat itu iya i

maksudnya parfum tuh ada kita tahu bahwa

dimain parfum tuh kayak di Bandung

apalagi rajalela lah e parfum refil gitu

Iya tapi I think it's been a stagnant

industry for the last Decade 2 tahun 20

tahun kali mungkin enggak enggak ke

mana-mana industrinya gitu

So it was challenging enough Oke buat

gue yang masih muda dan

berlagu now masuk ke cerita yang sedikit

teknis kali ya lu kan CEO dan Founder ya

mungkin ceo-nya lah Nah Setahu gue nih

mungkin CEO di berbagai company itu

rolennya ya mirip-mirip aja gitu nah

tapi mungkin ada yang kalau diajak

ngobrol tuh lebih Fokusnya ke bisnisnya

ada yang mungkin ke produknya nah lu

sendiri rle sebagai CEO dan founder atau

CEO lah ya itu sehari-harinya ngapain

aja sih Ki dan lebih heavy ke bagian apa

E Gua ngasa tiap tiap certain time tu

ubah ya oke dan gua pun harus

menyesuaikan karena fase dari

perusahaannya juga berubah terus kan

fase dari challenge-nya juga berubah

terus gitu jadi kayak

em gue terus-terusan harus berusaha

menyesuaikan dan memposisikan diri gue

ke Apa yang sebenarnya Humans itu

butuhkan dari seorang Rizki gitu oke dan

at times gua ngerasa kalau personally

gue ngerasa role gue salah satunya

adalah yang paling gue ngerasa

signifikan itu adalah sebagai

seorang mentor dan educator Oke gua

ngerasa I can perform best ketika gue

menjadi mentor bagi tim gue

gua menjadi teman belajar bagi tim gue I

love learning so

much not everyone do Tapi gua pengen

ngebuat suasana di mana learnings dan

experimenting things yang ada di gue itu

jadi f Berarti kalau ditanya lebihy ke

mana k this ex moment tuh lagi ke

mentoring lagi ke mentoring tapi ke yang

lain-lain juga Iya kan sesuai kebutuhan

tadi Lately yang menjadi concern gue

adalah

eliminating karena Oke in your fifth

year a lot of things you did back then

udah enggak relevan lagi

kan dan Lately gue lagi ngerasa

eliminating itu fun oke maksudnya enggak

eliminating people eliminating system

eliminating e sesuatu yang tadinya

enggak efisien i ya eliminating effort

yang dulu efektif sekarang ah enggak iya

i ya ya itu evaluasi terusmenerus juga

kan Ya analisisnya masih work gak

sih menurut aku Kik tuh bos yang

kayaknya bukan kayak bos sih menurut aku

udah kayak leadership seperti the real

leadership gitu sih yang selalu mengajak

tapi bukan ngdirect gitu sih aku rasanya

seperti itu Oke jadi Kak Rizka itu

pernah suatu momen ngementorin aku kayak

soal kan aku bagian marketing campaign

di sini nah aku diajarin soal dan

dimentorin soal community marketing sih

[Musik]

[Musik]

Kak Nah

karena kita lagi ada di marketin yang of

course penginnya sih ngebahasnya

marketing gua mau nanya Tadi kan

Kayaknya lu di mana-mana tuh tangannya

ada gitu ya dan paling utama di

mentoring Tapi saat ini Seberapa jauh lu

terlibat di urusan marketing like any

kind of things ya Em Apakah postingan IG

strategi promosi E liveel shopee atau

tiktok gitu Seberapa jauh peran lo saat

ini di marketing Kak gitu host

tiktok beneran

pernah pernah tapi Oke

[Musik]

em kok mau pengen

nyoba looks fun tapi ternyata capek

banget

e cuman let's say about marketing

e Nature gue sebenarnya marketing ya he

jadi

walaupun skill gue e mungkin lebih ke

crereatif dan storyting tapi framework

yang gua pakai itu marketing banget gitu

Jadi

apa namanya anak-anak di bawah Gue kan

Departemen gue mostly marketing and

bisnis dan creative ya dan branding gitu

Nah itu gua ngasih banget e t Pres

sebagai marketing yang gua rasa

marketing should be an engineering job

gua selalu bilang kayak gitu oke nah itu

yang maksudnya

mulai menelaah marketing engineering

marketing should be an engineering job

Oke jadi lo harus marketing tuh enggak

cuma butuh apa Ya maksudnya kalau

misalnya kita ngomongin tentang e

marketing yang dikenal orang secara

general kan kayak Oh it's a creative job

yang butuh lo buat harus

e jago sofm jago bikin konten jago bikin

campaign segala macam tapi kan

sebenarnya ini cuma

produk atau ini cuma solusi

dari masalah yang sebenarnya Lu harus

tahu dulu masalahnya apa he marketing

can solve this things kayak misalkan

sales lo jelek gitu oke enggak bisa

disolve dengan

Asal lu kreatif aja gitu lu harus tahu

kenapa salesnya jelek Oke dan di

marketing kita belajar funel ya Iya

funel tuh ada apa yang paling gampang

ada idea misalnya awareness interest

Desire action bocornya tuh di mana H

gitu loh kayak interest ke desire-nya

kah yang bocor dan kalau interest sama

desire-nya bocor tuh karena apa dan

solusinya apa Kenapa lu bisa tahu ini

bocor oh karena numbers-nya enggak make

sense gitu jadi kayak Dis logics tuh

kadang kalau orang-orang yang Emang e

defaultnya adalah marketing merasa

sebagai Oh udah ini social study aja he

enggak dapat sense itunya sens

engineeringnya enggak dapat logic

berarti ya Menurut gua lebih kayak

problem

pasti tapi it's a numbers game C lu bisa

detect itu dengan numbers dan lo bisa

solve itu dengan

numbers Hai ketemu lagi gimana soal

Cheat Chat Rizki barusan is it

insightful mudah-mudahan sih insideful

ya sekarang gua mau nunjukin kalian

sesuatu yang perlu kalian lakukan adalah

ambil handphone Buka Instagram dan Coba

deh ke akunnya Humans

gua buka juga

ya Nah kalau kalian udah buka akunnya

sekarang Coba deh kalian scrolling aja

gitu ke bawah lihat-lihat kontennya dan

klik salah satu gua bakal pilih konten

ini kalau misalnya kalian scrolling lagi

Kalian pasti bisa sepakat sama gue Kalau

gua bilang post engagementnya Humans itu

emang tinggi dan rame banget bahkan ya

kalau kalian buka com sectionnya kayak

yang gua lakukan baru

atau sekarang ini tuh isinya benar-benar

kayak orang-orang yang nyariin produknya

terusmenerus terus kayak ada juga yang

curhat macam-macam deh dan ram

banget dengan begini gua cukup bisa

menyimpulkan kalau Humans dan

customernya itu emang punya relasi yang

rasa-rasanya sih cukup dekat ya dan Gua

yakin kalau customer relationship ini

menjadi salah satu faktor juga yang

bikin Humans berhasil bawa pulang

penghargaan best Indonesia fregrance di

female daily Award tahun 2020

lalu Enggak cuma itu enggak cuma satu

penghargaannya di tahun 2021 mereka juga

bawa pulang penghargaan yang mirip-mirip

dari Tokopedia beauty Awards Enggak

main-main kan dampak dari loyal

customers itu

[Musik]

berawalnya dari teman sih Terus kayakom

kep gitu terus langsung Apa lihat ignya

humnya langsung Jujur aku tuh gak tahu

sebenarnya Hum tu apa terus karena aku

suka Lal brand yang berbau-bau parfum

terus akuek di shopee tah humnya pertama

kali dari tiktok sama Instagramnya

jadinya selalu lewat ya

fypeluat juga

[Musik]

Aku suka apa parfum Hum tuh karena

wanginya tuh tahan lama terus wanginya

tuh elegan terus aku juga e suka yang

wangi-wangi apa ya maskulin gitu yang

agak kecowok-cowokan gitu sih karena dia

tuh E apa ya pas aku keluar tuh wanginya

jadi nyatu sama kulit sebetulnya dari

semalam udah beli dan hari ini beli lagi

ka Baunya enak banget pas banget bagi

aku

kalau kontennya dia unik sih karena dia

tuh e menyatukan sama kata-kata yang

bagus-bagus gitu loh dan dia mau main

kata-kata juga ya especially kalau baca

dia punya description descriptionnya itu

udah kayak catch my attention gitu ya

jadinya udah baca confirm gua itu Macam

gue mau beli kirm gue tahu e Maya itu

memang enak banget dari descriptionnya

aja udah membuat aku yakin untuk membeli

di balik setiap tetesan Untitled Humans

ada kamu ya

kamu yang memaknai kompleksitas ini

menjadi sebuah karya seni yang terdiri

dari warna tekstur

emosi dan

interpretasi mulai dari figolide dari

tadi udah ngobrol panjang and

interesting itu banyak pertanyaan gue

sebenarnya nanti-nanti tapi Udah kejawab

sekarang gitu Jadi sekarang gua mau

balik ke marketing Benar gak sih kalau

gua bilang strategi andalannya Humans

adalah storying atau kayak Yaudah STR

lagi using copy a good copy aja karena

enggak semuanya Story ya Gua ngelihat

materi promosinya aja kayaknya inih

permainan copy gitu copywriting kan

skill nulis dan getting attentionsnya ya

Iya using I mean like using copywriting

tapi copy ketika lo menjahit itu menjadi

sebuah apa struktur panjang itu jadi

sebuah cerita gitu yang attention

getting karena kemudian setiap setiap

blognya tuh lo susun dengan copywriting

skill yang oke oke so

em anak-anak di Humans terutama di

departemen marketing itu enggak cuma di

departemen marketing semua Departemen e

di bawah Gue mostly mereka datang dari

copywriting internship jadi skill

pertama yang gua pengin mereka latih

adalah copyriting Oke karena Lu emang ah

define pokoknya Humans andalannya ini

copyriting Why Boleh tahu gak sih karena

lu gak bisa nginfluence orang kalau gak

bisa punya skill Kalau gak punya skill

copyriting sementara yang marketing

butuhkan adalah menginfluence lu mau

influence influence decision influence

bikin orang jadi tertarik influence

orang jadi buy something If You cannot

do it dengan copywriting skill kalau gua

kep lebih lanjut lu Kesel gak yang mau

gue kep poin tuh lagi kayak gue pengin

tahu gitu sebenarnya kita bisa mikir

sesuatu kan ada triggernya kan like lu

bisa paham kalau copywriting can

influence everyone pasti ada triggernya

dong Apakah kalau engak salah Lu pernah

magang juga ya kayak copyr cyr Apakah

itu triggernya sehingga lu jadi kayak

aha We should use a best or a good

copyriting to influence Other atau ada

lagi gitu bisa jadi i bisa jadi bias lah

tapi ya karena pengalaman gue di situ

dan gua ngerasa I can make a good

kalauory naturally Hum understand lah

menurut gua tanpa Story yang baik tuh

kita gak ngerti apa-apa gitu How We Make

sense of the storying How I make sense

of the things that I do juga gitu

[Musik]

jadi copywriting the Humans itu Eh kita

selalu

mengedepankan e Tiga hal pertama tuh

romantik kedua tuh kita harus

benar-benar personal yang ketiga kita

harus benar-benar bikin si copywriting

ini menjadi E apa ya fundamental di kita

gitu loh jadi Once copyright tiga hal

itu ah menjadi apa ya E diri kita

sendiri kita bisa ngelakuin banyak hal

bisa bikin brief buat KL bikin caption

bikin produ knowledge info di produknya

gitu dan lain-lain gua mau nanya ini sih

dari tadi gua ngedengar jawaban atau

sharing-sharing Tuh kan kebanyakan apa

yang lo lakukan apa yang lo define atau

lo determine sebagai strategi itu

berangkatnya dari banyak pengalaman gitu

tapi kalau soal

inspirasi Adakah sosok tertentu atau

hal-hal eksternal yang kemudian kayak I

think i w to be like this person atau

Kayaknya gua suka deh cara pikirnya Oke

I will take it as my motivation at drive

something Mungkin gua bilang gua bisa

bilang kayak i rarely

ideize a person as

holistic maksudnya mungkin gue bisa

misalkan gue ngat gua idizing the way

dia

bisa gila itu dalam berpikir kreatif or

creating new ideas dan pursue itu tapi

not in the sense of political way-nya

gue ador juga gitu jadi It's A Hard

question karena gua gak pernah idelize

satu orang dari holisticly gitu kayak

Steve Jobs gua Adore dia on how He

presented the idea dan changing the

world by Design tapi gua engak Adore How

dia manage timnya gitu kalau lu kan

bilang Semua orang pasti punya good and

B Kalau bnya Risky itu apa ya itu tadi

dari tadi gua bilang gua lagulagu

terusain dong Misalnya yang kayak your

team find it hard to deal with

from as a creative person i pembenaran

as a creative

person Sometimes I'm too impulsive to

hold on my words jadi

kayak apa namanya gua bisa changing

decision in the last minute last second

anal Gak kenapa bisa kayak gitu kayak

apa sih yang bikin lo bisa impulsif

mengubah decision apakah karena lo

enggak antisipatif di depannya atau

gimana

no the way my mind works adalah

dengan completely ngelihat present

situation stimulus Oke every stimulus di

sekitar gue gitu kayak Oke ini harusnya

ya jadi a lot of spontan stimulus jangan

bilang apa

ak gua gak nyadar jadi kayak kayak gitu

jadi kayak karena gua ngasa bahwa apa

yang gua rencan Minggu lalu Be not as

relevant as it

today tapi ya gua mencoba untuk syemiz

itu supaya gue lebih disiplin

jadi apa namanya gua belajar untuk tidak

membuat ide saat gue sendiri Tapi saat

ada semua

stakeholderseajar untuk track idea yang

kemarin kita pikirin untuk progresnya

kayak gimana untuk evaluasi jadi

gitu-gitulah oke

oke selain strategi storytelling atau

strategi using copyriting or you guys

can name it gitu ya Eh strategi

Marketing apaagi sih Ki yang mungkin

sesekali pernah diterapkan di Humans

menut gua Kalau ngomongin strategi salah

satu strategi yang dan yang selalu

paling efektif adalah ya empati ya oke

empathi itu rarely diprak I empathy

Based marketing empathy Based marketing

makanya Humans punya value tuh romantis

Val Hum romantis karena kita pengin more

than bikin orang happy kita pengin bikin

orang cinta

Oke

I gua mau nanya dong kayaknya pernah ada

konten di Instagram tuh yang kayak e

cerita dari customer dalam menggunakan

parfum Humans gitu kan I enggak sih Nah

yang mau gua tanyakan adalah seberapa

jauh sih Humans tuh melibatkan customer

kalian dalam pembuatan konten maybe atau

dalam ya strategi atau activationnya

Humans gitu Seberapa jauh sejauh itu

karena gua ngerasa bahwa customer itu

bod board of directorsnya Kita cuman

more than that ya kita growingnya tuh

sama mereka gitu Jadi direction-nya itu

Ya kita engak ngerasa mereka tuh apa

namanya

e rajanya jadi kita harus Apun yang

mereka minta kita bikin tapi mereka

makanya gua bilang partner doodnya kita

gitu Jadi kita grownnya bareng-bareng

sama mereka gitu Dan mereka itu karena

mereka partnernya kita gitu so lot of

Innovation lot of apa namanya Direction

yang ada di Hum ya ada karena customers

kita gitu gu mau nanya IMP kali ya

storying cyaboras

dampaknya Sebesar apa ke Hum selain dari

Emang produknya bagus gitu sebenarnya

marketing tu bisa dihitung pakai numbers

Oke ketika produk lo dibutuhkan sama

sekian jumlah market bikin produk yang

valuya sama dengan ini mereka Ya udah lu

tinggal ngomongin marketing by numers

aja gitu basic sebenarnya kayak gitu

cuman apa namanya brand itu kan sesuatu

yangri

og emtion maksudnya kayak lu milih lu

milih brand a dibanding brand B Itu

kenapa engak ada kadang kadang yang

membedakan tuh cuma How you feel towards

the brand aja dan How you feel towards

the brand tuh yang dieliver dari tadi

copywriting dan Story dan value so Of

course it Matters itu satu dan gua

selalu punya prinip juga if your brand

is inspiring enough You don't have to

sell that hard kalau brand Lu cukup

Inspiring gak perlu jualan terlalu

terlalu hardselling gitu Gak perlu

Terlalu

ngjabl jadi saya mau nanya soal your

biggest faure boleh di boleh di Hum

boleh di bukan boleh di boleh di Hum

atau Boh as as personal it seems fun

whatever it is

doing don't have that m time for my

family buat

relationship buat having fun yang

beneran cuma tidak ngapa-ngapain dan

enjoy main game mobile Legends

misalnya sometimes gua ngerasa Iri aja

gitu karena kayak I've been cursed in

this decision that I Made Oke

so ya There will be no version of Risky

yang bisa kayak gitu lagi

mungkin last question kali ya gua mau

nanya

soal apa sih ki yang sebenarnya pengen

banget lu omongin ke maybe founders ceos

atau even marketers ya di Level

Marketing either di middle management

atau masih staff kayak apa sih yang

pengen low l andcourage ke mereka Atau

kayak ya biggest motivation that seorang

Rizki bisa bilang ke mereka kali

ya because I want this to be Inspiring

enough tapi based on your experience

kali ya apa sih yang pengen lo bilang

aja

gitu accountability Matters

kali kayak You G

stop blaming your surroundings your

friends your

situations dan segala-galanya gitu

kayak jadinya kita tuh terlalu gampang

untuk demonize orang lain gitu

karena a lot of people gak punya desent

accountability apalagi ketika lu memilih

untuk menjadi entrepreneur

yang visinya tuh datangnya kalau lu

bukan ke orang lain So what do you

expect orang lain untuk bisa berdarah

demi lo yang gak bisa suffer untuk

ngelihat mimpi jadi kenyataan lah karena

itu datangnya ke

dan ini kenapa menjelang

akhir

mudahmudahankaringaringnya buatakunya

setelah bisa booking sedikit saja slot

dari AG preparationnya Gok Thank you

guys