Summary of "Marketing Cerdas Yang Paling Kemakan di 2025! | SUARA BERKELAS #24"
Summary of Business-Specific Content from
“Marketing Cerdas Yang Paling Kemakan di 2025! | SUARA BERKELAS #24”
Key Marketing Insights & Frameworks
Emotional vs Rational Buying Process
- Consumers often buy initially because of emotional attraction (“heart”) but finalize purchases through rational evaluation (“brain”).
- Impulse buys (typically under Rp 100,000) are driven by emotion; higher-value purchases involve rational cost-benefit analysis (e.g., Smart Home product saving electricity costs).
- Example: Buying a smart home product depends on perceived long-term savings, not just desire.
Storytelling in Branding & Customer Engagement
- Brands should position themselves as a guide, while the customer is the hero of their own story.
- Effective storytelling connects brand values to specific customer life stages and problems, acting as a catalyst for transformation.
- Case Study: Bardi Smart Home brand connects with customers wanting to be seen as smart, prepared, and in control.
- Real-world example: Using an IP camera product to prevent domestic violence, showing how the product solves real customer pain points.
Branding vs Performance Marketing
- Branding = “pouring fish into the pond” (building awareness and familiarity).
- Performance marketing = “fishing in the pond” (targeted ads to convert known prospects).
- Effective marketing strategy involves doing branding first to build audience familiarity, then using performance marketing to convert sales at the right timing (e.g., clearing stock, increasing volume to lower costs).
- Performance marketing should be used strategically and intermittently, not continuously.
- Example: Curtain installation business increases performance marketing only when workforce availability allows fulfilling orders.
Marketing Frameworks: AIDA vs ISAS vs AAS
- AIDA (Attention, Interest, Desire, Action) is still valid but considered longer and sometimes outdated.
- ISAS (Attention, Interest, Search, Action, Share) emerged ~20 years ago but is less relevant now due to social commerce trends eliminating the “Search” phase.
- Current trend favors AAS (Attention, Action, Share): consumers act immediately after seeing content (e.g., TikTok shopping), then share experiences (advocacy).
- Advocacy (sharing) is critical for organic growth and brand trust.
Relevant Value for Money
- Core marketing success factor = relevant value for money — product/service must solve a real problem (relevance) and offer good value (not necessarily cheapest but worth the price).
- Example: Curtain business that offers after-hours service became highly shareable because it met the specific needs of busy customers.
- Another example: Coffee shop targeting mothers waiting for kids after school, offering privacy and strategic location, adding unique value beyond product quality.
AI in Marketing
- AI is a tool that requires skilled human operators (“craftsmen”).
- Use AI for persona identification, scriptwriting, and content generation but maintain human creativity and marketing process understanding.
- Example workflow:
- Define product + persona
- AI generates list of personas
- AI creates problem-solution video script
- Human refines and executes
Digital Marketing Best Practice
- For brands with existing offline sales, leverage customer data (WhatsApp, emails) to build lookalike audiences on platforms like Google, Meta, TikTok.
- This approach uses AI to find similar potential buyers and is highly effective for conversion and ROAS.
Business Operations & Management
Building Multiple Companies (10+ Companies)
- Key to managing multiple businesses: trust in people and capacity to solve problems remotely.
- Founder does not need to be hands-on daily but must have systems and trusted teams to handle issues.
- Example: Parian delegates CEOs, supports cash flow, and moves employees across companies to cover shortages.
- Risk management includes setting financial signing authority limits that increase with business maturity (e.g., from Rp 1 million to Rp 500 million).
Trial & Error in Business
- Innovation involves trial and error; about 30% of trials succeed, 70% fail.
- Failures often occur in production or fulfillment processes (e.g., failed domestic production of LED strips led to returning to imports).
- Fulfillment issues like stockouts and quality control are common challenges.
Marketing Budget & Discount Strategy
- Sustainable discounting requires efficiency in business processes (e.g., cheap raw materials, efficient packing, logistics).
- If discounting leads to losses, it signals inefficiency or lack of competitive advantage.
- Example: Fried chicken seller trapped in constant discounting likely lacks cost efficiency in supply or operations.
Targeting & Segmentation
- Avoid trying to target “everyone” — instead, segment by specific personas and tailor messaging accordingly.
- Example: Same broom product marketed differently to men (highlighting features), housewives (color options), and household assistants (work efficiency).
- Messaging must be clear and focused; mixing multiple target segments dilutes effectiveness.
Marketing Communication Challenges
- Scriptwriters and marketers struggle without clear audience segmentation.
- Different customer segments require different communication styles and content.
Leadership & Mindset
Dealing with Stress & Expectations
- Spiritual mindset helps reduce stress: view money and position as trusts from a higher power.
- Accept that praise and criticism are part of the journey; consistent performance builds long-term respect.
- Founders should balance gratitude for success and reliance during challenges.
Marketing as Life Skill
- Marketing is not just selling but a fundamental skill to communicate, influence, and achieve goals in life and business.
- Storytelling, timing, and language alignment are key marketing principles applicable beyond business.
Concrete Examples & Case Studies
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Bardi Smart Home Storytelling positioning as catalyst for change, connecting brand to buyer’s identity and aspirations. Use of real-life cases (e.g., domestic violence prevention via IP camera) to demonstrate product relevance.
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Curtain Business (Wahana Cipta Nuansa) Differentiation by after-hours and weekend measuring services, creating shareable value for busy customers.
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Coffee Shop Targeting Mothers Providing privacy and strategic location as relevant value, not just product quality.
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Digital Marketing Using Customer Data Using existing customer contacts to build lookalike audiences on digital platforms for better ROAS.
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Managing Multiple Companies Delegation, trust, and capacity to solve problems remotely enable scaling beyond hands-on management.
Key Metrics & Targets
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Return on Investment (ROI)
- Example: 50%+ year-on-year ROI is exceptional; 15% return on equity is normal.
- Founders face high expectations even with strong performance.
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Financial Signing Authority
- Increased from Rp 1 million (early stage) to Rp 500 million (mature stage) to reduce micromanagement.
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Cost Savings Example
- Smart home product costing Rp 2 million can save Rp 100,000-200,000 monthly on electricity, justifying purchase.
Presenters / Sources
- Mr. R M Talulah (Parian / Rian) — Marketing expert, entrepreneur with 13 companies including Bardi Smart Home.
- Host and interlocutor from SUARA BERKELAS podcast.
Overall, the video offers a comprehensive look at modern marketing strategies blending emotional and rational consumer behavior, the importance of storytelling and segmentation, strategic use of branding and performance marketing, leveraging AI as a tool, and practical management insights for scaling multiple businesses with trust and operational efficiency.
Category
Business
