The series of Community Service activities for Telkom University lecturers to welcome the New Student Admission (PPDB) of the Telkom Bandung Tourism Vocational School continues. In its fifth week this time, the Community Service team raised a topic related to ‘Using Marketing Tools for Business,’ held onsite at the Telkom Bandung Tourism Vocational School Hall on Thursday (03/02).
The event, which was held onsite, featured two speakers from the Faculty of Economics and Business lecturers at Telkom University, namely Dinda Amanda Z. S.E., M.M, and Refi Rifaldi Windya Giri S.T., M.B.A.
Before delivering the Marketing Plan for Better Marketers, Dinda Amanda invited the participants to affirm that they are the best marketers and can achieve the target so that the confidence of the participant’s increases and remains enthusiastic in receiving the material.
In her presentation, Dinda revealed the difference between marketing and selling. According to him, marketing (marketing) is the process of determining prices, distributing, and promoting a product that meets the wants and needs of the target market to achieve business goals. While selling is the process of persuading and convincing customers to buy the company’s products.
“The marketing process is working in a team, and continuously, a marketer will not lose his way if he already has and understands a marketing plan. A marketing plan helps a marketer always be in the direction of the goals to be achieved,” said Dinda.
Dinda also explained that in doing marketing, there are six questions that we need to answer: Where is our school now? What should we do? What is the strategy? What tools should be used? Who does it, and when is it implemented? How to measure it?
However, before answering all of that, we must go back to the basics. Do we know school more deeply? What are the values ??of our school? Who are our opponents, and who are our buyers or audiences. After knowing the answers to these basic questions, we can move on to the next stage.
“The way to answer these basic questions is to use a SWOT analysis. With this analysis, we will get to know more about the products we offer. Marketing is a team, so we have to do this analysis together,” said Dinda.
Even in designing a marketing plan, an institution needs to prepare a Marketing Mix consisting of four components, namely product, price, promotion, and place.
“Of course, nothing is simple or easy. However, if you follow the framework above, you will be able to design a school marketing plan that works,” said Dinda.
The following material was about a Marketing Program Based on Customer Persona, delivered directly by Refi Rifaldi.
Continuing the first week’s material, according to him, we must know each person’s persona by knowing demographics, goals, challenges and confusion, information, and what influences it.
“With the student persona/avatar, it will make it easier for us to determine the communication channels and content that will be provided to the target market,” said Refi.
After knowing the persona, can determine the appropriate planning between the promotional tools with each target audience.
“We also have to understand at which stage we are in the admission funnel. There are six stages in the admission funnel, starting with awareness, then interest, consideration, intent, evaluation, and ending with registration,” said Refi.
Not only that, but Refi also added that we need to know what kind of marketing tactics should be used.
“If it is done online, it can be done by uploading content according to research, whether we have to upload one day of content or one content in a few days, then upload content that raises interest in our social media. If it is done offline, then you can regularly communicate with the community, hold training in schools or make attractive offers,” added Refi in his presentation of the material.