How to integrated your promotion strategy for your small/medium enterprise effectivelly using above the line, below the line, and social media line approach?

1. PROMOTION
STRATEGY
for SME
The Cool Approach
www.yuswohady.com
Managing Partner, Inventure

2. THE APPROACH
BELOW THE LINE
ABOVE THE LINE
Seminar/
Event TV ATL Print Ad Exhibition
SOCIAL MEDIA
Sales COMMUNITY Cobranding
Promotion Cinema BLOG Radio Event
Newsletter Advertorial
Public
CSR
Relation
Company
Profile
Sponsorship Direct Mail
Point of
Sales

3. REMEMBER...
SOCIAL MEDIA AGE
IS
SMALL BUSINESS AGE

4. THE DIFFERENCE
BIG COMPANY SMALL COMPANY
“TVC-FOCUSED” “SOCMED-FOCUSED”
TVC SOCMED
THE BORING APPROACH THE COOL APPROACH

5. INTGRATED APPROACH
Road to event Jakarta,
Invitation Program
Bandung, and Surabaya
ABOVE
THE LINE
Ad Ad Ad
Event Promo Promo Promo
Preparation
MARCH APRIL MAY JUNE
Event Execution
BELOW
Community club
THE LINE activity
Customer gathering Seminar
WEEKLY Social Media Content MONTHLY Social Media Content D-DAY Social Media Content
Monday: Topic 1 Celebrity ambassador of the month Event live tweet
Tuesday: Topic 2 Monthly tips ebook Event customer vote
SOCIAL Wednesday: Topic 2 Monthly newsletter Event profile
MEDIA Thursday: Topic 4 Monthly customer vote Event press release
Friday: Topic 5 Influencer Testimonial Celebrity Interview
Weekly quiz competition
Weekly kultwit

6. ABOVE & BELOW THE LINE
Media Advantages Disadvantages
Television • Mass coverage • Low selectivity
• High reach • Short message life
• Impact of sight, sound, and motion • High absolute cost
• High prestige • High production cost
• Low cost per exposure • Clutter
• Attention getting
• Favorable image
Radio • Local coverage • Audio only
• Low cost • Clutter
• High frequency • Low attention getting]
• Flexible • Fleeting message
• Low production costs
• Well-segmented audiences
Magazines • Segmentation potential • Long lead time for ad placement
• Quality reproduction • Visual only
• High information content • Lack of flexibility
• Longevity
• Multiple readers

7. ABOVE & BELOW THE LINE
Media Advantages Disadvantages
Newspaper • High coverage • Short life
• Low cost • Clutter
• Short lead time for placing ads • Low attention-getting capabilities
• Ads can be placed in the interest sections • Poor reproduction quality
• Timely (current ads) • Selective reader exposure
• Reader controls exposure
• Can be used for coupons
Direct mail • High selectivity • High cost/contact
• Reader controls exposure • Poor image
• High information content • Clutter
• Opportunities for repeat exposures

8. ABOVE & BELOW THE LINE
Media Advantages Disadvantages
Outdoor • Wide coverage of local markets • Waste coverage
• Frequency • Limited message capabilities
• Geographic flexibility • Wearout
• Creativity • Cost
• Ability to create awareness • Measurement problems
• Efficiency • Image problems
• Effectiveness
Promotional • Selectivity • Image
Products • Flexibility • Saturation
Marketing • Frequency • Lead time
• Cost
• Supplementing other media
Other Media • Exposure • Irritation
(movie, videos) • Mood • Cost
• Cost
• Recall
• Clutter

9. ABOVE & BELOW THE LINE
Media Advantages Disadvantages
Other Media • Exposure • High absolute cost
(Product • Frequency • Time of exposure
placement, movie • Support for other media • Limited appeal
& videos) • Source association • Lack of control
• Cost • Public reaction
• Recall • Competition
• Acceptance • Negative placement
Other Media • Exposure • High absolute cost
(Product • Frequency • Time of exposure
placement in • Support for other media • Limited appeal
store) • Source association • Lack of control
• Cost • Public reaction
• Recall • Competition
• Acceptance • Negative placement
In flight • A desirable audience • Irritation
Advertising • A captive audience • Limited availability
• Cost • Lack of attention
• Segmentation capabilities • Wearout

10. ABOVE & BELOW THE LINE
PUBLIC RELATION
The Press Community Community
Exclusives Interviews
Press Release Conferences Involvement Involvement
Information The topic must be Offer one Usually someone Many Companies
must be factual, of major interest particular will raise specific corporations have used their
true, and of to a specific medium questions and a enhance their web
interest to the group. exclusive right spokesperson public images
medium as well to the story if provided by the through
as to its medium firm will answer involvement in
audience reaches a them the local
substantial community
number of
people in the
target audience

11. ABOVE & BELOW THE LINE
PUBLIC RELATION
Direct Product Tele-
Direct Mail Interviews Direct Sales
Presentation Demo maarketing

12. ABOVE & BELOW THE LINE
SALES PROMOTION
Consumer Trade
Promotions Promotions
Motivate consumer to Provide an
purchase a brand, a inducement to
larger quantity or marketing
shorten the purchase intermediaries such
cycle of the consumer as wholesalers and
retailers.

13. ABOVE & BELOW THE LINE
CONSUMER
PROMOTION
Refund/ Frequency Event
Samples Premiums
Rebates programs Marketing
Contests/
Coupons Bonus packs Price-off
Sweepstakes

14. ABOVE & BELOW THE LINE
TRADE
PROMOTION
Point of
Contest and Trade Training Trade Cooperative
purchase
Incentive Allowances program show advertising
display

15. SOCMED LINE
ABOVE THE LINE BELOW THE LINE
SOCMED
CHANNEL
“THE HOME”
COMMUNITY BLOG
SOCMED SOCMED
CHANNEL CHANNEL “THE ROAD”

16. CASE STUDY
YUSWOHADY
*note: narsis dikit nggak papa ya... Hehehe 

17. THE HOME
Offline
OFFLINE EVENT
Seminar
Training
Etc.
THE ROAD

18. THE HOME
THE ROAD

19. THE HOME: BLOG

20. THE ROAD: BLOGDETIK

21. THE ROAD: TWITTER

22. THE ROAD: FACEBOOK NOTES

23. THE ROAD: SLIDESHARE

24. ACTIVATION: TWITTER CHAT

25. ACTIVATION: OFFLINE SEMINAR

26. ACTIVATION: CONVERSATION
Follower diajak
menyumbang
pemikiran mengenai
Consumer 3000
dengan menggunakan
hashtag #cc3000

27. FINALLY... THE RESULT 
Follower diajak
menyumbang
pemikiran mengenai
Consumer 3000
dengan menggunakan
hashtag #cc3000

28. CASE STUDY
DENNY SANTOSO

29. Denny Santoso
• CEO of Sportindo, Sixreps.com,
• Duniafitnes.com & StartupBisnis.com

30. Denny Santoso
12 Years Experience in Indonesia Fitness Industry
Developing E-Commerce & Offline Network at
Sportindo
Fitness Media Portal with DuniaFitnes.com
Digital Business Public Speaker and Diet Public
Speaker
Business Strategist and Co-Founder of
StartupBisnis.com

37. CASE STUDY
HARRY VAN YOGYA

40. BLOG

41. BOOK

42. FACEBOOK

43. TWITTER

44. TWITTER

45. KOMPASIANA

46. THANK YOU

FOLLOW
@YUSWOHADY