U don’t have to go to Venus to FInd Marketing. Marketing is All Around You.

One of My Lecture. Part of (soon there will be) My Book: Marketing For Dummies.

(Prenote: Inginnya ditulis dwibahasa. Tapi jadinya gado gado. Kalo udah matang ntar juga dirapiin. Ingetin ya).

Untuk kesekian kalinya – kursus lagi di Markplus. This time is to get the Brand Specialist / Certification. My dream course since there are no one aware or talking about this in my office. Curious, padahal menurut saya isu inilah yang paling penting dalam beberapa tahun ini yang paling lemah dan seharusnya dapat memperbaiki keadaan.

Marketing. Sesuatu yang sangat menarik. Marketing is not a mathematic thing – that is what they said. Whatever the idea – they will never be go wrong. Whatever the answer, is could be right. And there will never any rightest one. Jalankan saja. Hasilnya yang akan menentukan benar salahnya. Itulah yang saya dapatkan selama ini tentang Marketing.

Jadi mengapa adrenalin saya jadi naik begitu terjun ke pembahasan Marketing ?. Karena disinilah kita bisa membuat yang gila jadi waras dan yang waras jadi gila. Tak usah kita bicara tentang Sony & Walkman, atau tentang Teh Botol, atau Sampoerna yang dibeli dengan harga 5 kali lipat dari nilai sebenarnya, atau tentang Harley Davidson, atau tentang IBM, Bill Gates & Microsoft, Intel, Google, atau tentang Indomie & Mi Sedap, atau Zombie marketingnya Green Sands atau Anti Marketingnya Kafi Kurnia. But that is Marketing. Disinilah ajang untuk mengekspresikan pikiran. Kita bisa jadi orang paling gila di perusahaan, dengan ide gila dan hasil yang gila gilaan. Marketing is very out of the box. 

Buktinya ? Siapa yang bilang kalau mereka yang saya sebutkan diatas itu idenya waras pada saat mereka belum sukses ?. Lantas kenapa ide gila mereka bisa diterima mereka yang waras setelah mereka bisa buktikan kegilaan mereka itu berhasil ?.

So now, how do you define Marketing ?. Once again. Whatever your answer – You are right !. That is what the mentors said. Kalau begitu, let me define my own definition:

Marketing is all about WINNING PERCEPTION.

Winning the perception of Your Customer so that you got their hearth and buy your product and be loyal.
Winning the Perception of Your Employee/People so that you got their heart and give you the best of them.
Winning the perception of your shareholder cause you give them more money.
Winning the perception of your Competitor so that they believe that your product is better than theirs. ( walaupun kenyataannya gak).
Winning the perception of the Regulators so that they changes & make new Regulations. It means : YOU RULE !. (And how crazy is that you think ?).

Cukup sampai disana ?. Gaaaaaaaak !. How blind are you ?. Marketing Is everywhere !. Marketing is all around you.

It is a marketing when you try to win your woman hearth.
It is a marketing when you try to win your ‘Mother in Law wanna be’ hearth.
It is a Marketing when you try to confict you Boss with your idea or presentation.
It is a Marketing when you try to win your heart !. What did you called it in other words ?…errrrr…. a motivation ?.

Lebih jauh lagi, Marketing is in you !.
You do Segmentation when you try to choose a girl to be your lover.
You do Targeting when you choose older girl ( this must be some oedipus complex guy. Isn’t it) or a very young girl.
You do Differentiation process when you try to be someone in front of everybody. An honest and gentle one maybe. Or a narcist & selfish ?.
You do Branding when you put anything about you in anything you do.

You dont have to go to Venus or Mars, or MarkPlus or any other college — to Find Marketing. You can find Marketing everywhere. Marketing is all around you. Marketing is alreeady in you.

Copyrights: Muhammad Isman. Jakarta, Januari 2007.


(Footnote: Tulisan ini adalah asli dan ditulis langsung dari ide yang keluar begitu saja dari kepala saya. Jika saya temukan ada yang menggandakan tulisan ini atau mengaku ngaku sebagai tulisannya, maka saya akan tarik kolornya sampai nutupin seluruh kepalanya, lalu membawanya ke Pak Hermawan K. untuk diajarkan ‘Marketing Sampai Mati’).

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