“The sky looks brighter but uncertainty is the new normality,” kata Pak Hermawan Kartajaya di The MarkPlus Conference 2010 yang diadakan tanggal 10 Desember 2009 di Ritz-Carlton Ballroom. Jadi di 2010, kondisi perekonomian terlihat menjanjikan. Tapi, nggak ada yang bisa menjamin kestabilannya. Makanya disebut ‘uncertainty is the new normality’. Udah kebal kali kita ya sama ‘kejutan’ resesi global 😛

Some points taken from the conference:

• First Session by Pak Hermawan Kartajaya
  • Connect! Is the key. Online dan Offline marketing effort itu harus ‘connect’. Online create excitement, offline create intimacy. Pak Hermawan Kartajaya meluncurkan buku Connect! dan Ubud di acara ini.
  • Mobile create well connection, experential create deep connection, and social create strong connection
  • Subculture: group of people with different cultures. Ada 3 important subculture: Youth, Women, Netizen. Apa pun yang dikatakan orang muda/anak kecil, orang dewasa ikutan. Apapun yang dibilang wanita/istri, pacar/suami pasti ikut 😛 Apa pun yang menjadi gerakan di internet/online, orang offline juga slowly but sure akan terpengaruh.
  • Di Indonesia 35 persen% dari total penduduk itu anak muda. Agar sukses berjualan ke para pemuda, please know impian dan kecemasan pemuda. Mereka pengen unique, di hargai, dan diakui
  • Di Indonesia 50 % lebih dari total penduduk itu adalah wanita. Wanita struggle with too many demands in their head.  Agar sukses jualan ke wanita,a ketahui bahwa mereka sangat concern dengan power, money, body, and beauty.
  • Di Indonesia, netizen pertumbuhannya sampai 10 persen dari total penduduk. Blogger always need real time and various information.  Humanity, issues, online media spreads quickly di antara para Blogger.
• 10 connect marketing strategies for 2010
  • Mobile Media excitement
  • Affinity engagement
  • Role play empowerment (vote)
  • Keeper buyer power, give power for women
  • Exclusive access for women
  • Track and alert (trendy)
  • Instant communication: provide channel to communication
  • Network development
  • Gadget power (mobile power)
• Speech-nya Pak Fadel Muhammad juga inspiring. Beliau adalah Bupati Gorontalo yang berhasil merubah paradigma pertanian di sana, jadi biasanya kalau bertani itu tanam dulu baru jual, sekarang beliau jualan dulu (idenya), baru di tanam. That’s very smart, apalagi sekarang Gorontalo jadi terkenal sebagai penghasil Jagung. Now that beliau ngurusin ikan juga, ilmu marketing diterapkan lagi. Dulu jualan ikan segala ada, sekarang fokus mengembangkan ikan-ikan yang best-seller saja. Awesome!
• Lanjut ikutan session Excitement Intimacy-nya BRI. Paling interesting sesi-nya Danny Oei Wirianto, CMO-nya Kaskus.
• Tips Danny menambah member komunitas di Kaskus hingga 1 juta member:
  • Harus concern to member’s need: Need entertainment, they want easy navigation website because they’re lazy, they’re curious, they ask “what’s in it for me”, ingin didengarkan, always in group
  • Build experience to engagement, 1 orang bisa influence 6 – 10 orang
  • Give control to them
  • Create Kaskuser evangelist
  • Respect n listen
  • Proud to be local
  • Reward the effort
  • Embrace our culture (juragan, pertamax, sundul, gan)
  • Keep it simple
  • Think distributed (don’t expect people to come to you)
  • Be a platform, agar bisa di build
  • Elegant organization; help community to do better
  • Customer x customer = community
  • Knowing customer conversation
  • Talk to them
  • Be presence
  • Listen to all bad press
  • Customer is your best friends
  • Your worst customer is best friend
  • Your best customer is your partner
• Trus lanjut ke sesi ruangan lain, Targeting Vs Confirmation.
  • The rise of mobile tech: 150 jt users in indonesiaInternet users: 588 million worldwide
  • The rise of online social media Fb 8.8 jt userMultiply no 1 di dunia itu indonesia 24.7 persen terutama bodetabek
  • Customer on the move
  • Social (wanting to move up), cultural (open to change), physical (wanted to travel), dan virtual (enhance life) mobility
  • Consumer paradox, rational but emotional
  • Society are changing (demographic, lifestyle, networking, creativity)
  • Everything is faster, slicker and more fragmented
  • Create community trus confirm hingga bisa masuk ke komunitas
  • Consumer getting smarter; A lot of Source info
  • Consumer want to control (want to involve); adapting new tools
  • Consumer want to be heard and want to share; enabling customer to solve their problem together
  • Customer want to have a clear relationship
  • Your customer are your friends
  • Friendship relationship is complicated
• Ganti ruangan lagi yang ngomongin Sales Force
  • Success factors sales
  • Sales leader
  • Sales mindset change
  • New prospecting
  • End to end coverage
  • Learning, best result, commitment, team work, open respect
  • Networking and relationship sales count
  • B2B selling scenario
  • Sales people paradigm and values matter
  • Focus group discussion
  • Industrial focus
  • Cross selling product
  • Prospect meeting with existing client
  • Client gathering
  • Direct mailing
  • Community
  • Aim High
  • Stop selling, build networking
  • Speed is everything
  • Product knowledge
  • Competitive reward
  • Core values: commitment

The MarkPlus Conference 2010 ditutup dengan acara Kick Andy off air yang menceritakan tentang anggota-anggota Polri yang terluka dalam tugas hingga cacat dan trauma lainnya. Yang paling menakjubkan adalah Mas Zakaria yang diterjang 11 peluru dalam jarak dekat, namun tadi malam keliatan sangat segar bugar. Keren mas 😀 Trus kalo ditanya siapa sih orang yang paling cinta Indonesia? Ya pasti para para Polisi ini yang pengabdiannya gila banget meskipun pendapatannya nggak bisa dibilang  bagus. Kelompok akapela dari Yogyakarta, yang bernama justice, tadi malam sangat menghibur sekali.

Thanks to MarkPlus team yang udah mengundang para blogger, so we can get new insights, networking & kopdar dadakan (ketemu Diki Chicken Strip untuk pertama kalinya :D) dan makan enak 😛 Live tweet event kemarin bisa dilihat di #MarkPlusConf

Last but not least, remember, marketing is not sales. Marketing is about product, brand, customer management. Okay semoga catatan saya bermanfaat 😉 See you next year!