SPECIAL about this one, I have a record of its own. At that time, more than twenty years ago, everyone in Sampoerna contrived confused with the idea. Huh ...? Cigarette companies to make number four Marching Band? This idea too "crazy" is not it? Unthinkable and unimaginable by everyone when Mr. Son to brief about it. The number of players to 234 people! Dji Sam Soe is it?
Everything should be a cigarette pelinting employees! And then the most famous is the AAL Drum Band in Surabaya. Naval Academy, the players of the cadets. Gallant, young and nimble. If in Jakarta, the famous, time Tarakanita Drum Band. The main girl ayu-ayu and young too.
So, when we were all confused and can not imagine how the traditional cigarette pelinting it could be "transformational" Marching Band player. But the fact can!
The coach of America accompanied by their assistants Indonesian people could actually discipline them. Training must be after hours, of course, with overtime pay.
Employees of a cigarette factory which is usually paid on a quantity of rolled cigarettes, even paid overtime to just practice marching and playing music! Already out of the "standard", said the people! In addition, the organizers also diundanglah class dance from Indonesia to prepare the "float" Indonesia
In Pasadena, a small town in California, every year there is a Rose Bowl on January 1. On new year's day, there is a "grand final" American football game between two teams who are always waiting for someone. Therefore, the city mayor also made a name all Rose Parade. An annual parade followed by many teams Float Marching Band along with her!
Float it, the car went behind the Marching Band, usually display a variety of attractions. Most participants Rose Parade is a local team. At that time, Sampoerna out with Float and Marching Band Indonesia with several other international participants. For this reason, some people dance stylist hired to teach some pelinting to be a dancer!
To get a "ticket" Rose Parade, of course Sampoerna must work hard. Lobbying organizers, lobbying State also. In order to "represent" Indonesia. A very complex work, tiring, and has nothing whatsoever to do with the promotion of cigarettes!
While GG, Djarum, and Bentoel busy competing in conventional advertising, Sampoerna it out One Million U.S. Dollars to form a cigarette pelinting Marching Band! Then, still needed one million USD more to "send off" the group to America.
Besides playing in the Rose Bowl, Marching Band is also signed in Annaheim Disneyland and some other places in California. Therefore, there is a separate team to deal with "cultural shock" of the cigarette pelinting.
In the Rose Parade, Indonesia Sampoerna team get one Award. Could do good, because it can also diplomatically. But clearly, I was amazed to see the Sampoerna cigarette pelinting wear miniskirts, stockings, wear a hat, and playing drums band.
Los Angeles Mayor Tom Bradley is very grateful for the participation of Indonesia for the first time, because it had a chance to declare December 30, 1989 as Indonesia Day.
I joined the show at City Hall, including red and white flag raising. Having returned from America, Marching Band played in several cities in Indonesia. It's not just Singapore, but also Jakarta, Bandung, and other lain.Uniknya, Marching Band is also playing in town competitors like Kediri, Holy, and Malang!
So what does all this mean? How to calculate Return on Investment him? Massive coverage in the media in Indonesia incredible! I also joined to write "eyes" every day from California to Java Post every day for two weeks.
Rakyat Indonesia, too proud and thankful of Sampoerna. A Corporate Brand who was far less popular than Brand Product Dji Sam Soe direct sticking into his awareness.
Not only that. Corporate Brand "association" was immediately formed positively as a nationalist enterprise. Moreover, it was coincidence clove "symbol" of Indonesia. That's because the most widely cloves in Indonesia yes. Marketing people should not play smart "gathuk science"?
Later, we all are in new Sampoerna "ngeh" that this is an effective way to build a Corporate Brand. But, why did it need? Yes, because the Sampoerna had plans to go public!
Left Gudang Garam as the market leader to go public before the Sampoerna, the stock sells. That's because, investors believe in the might of Gudang Garam as the market leader in creating long-term profit.
Moreover, coincidence corporate name and Production is the same. At that time, Mr. Son told me, "Sampoerna is a good name. It means 'perfect'. It is the best compared to our Competitors. Unfortunately, nobody knew it!" While Dji Sam Soe is already very well known can not "sell" as a Corporate Brand. Therefore, there is no other way, except to make Sampoerna who also happened to be composed of nine (2 +3 +4 = 9) Sub-mannered famous!
However, people do not automatically going to buy stock Sampoerna, Gudang Garam like, because the number of new products for sale ranked fourth. Because the situation is different and very "disadvantage" to Sampoerna, there must be superkreatif way!
At that time, sales of products Sampoerna also rose, although not significant, when the Marching Band news everywhere. So, Marching Band can get to the three main stakeholders Sampoerna, namely: people (pelinting), customer (customer), and investors (buyers of shares IPO).
Super Creative, Super Smart and Super Effective.
Why?
Because, not necessarily with the same exit costs, two million USD, Sampoerna can achieve such results with the conventional means of communication. This is all I remember when I would start MarkPlus Professional Service in Surabaya on May 1, 1990. (*)
Everything should be a cigarette pelinting employees! And then the most famous is the AAL Drum Band in Surabaya. Naval Academy, the players of the cadets. Gallant, young and nimble. If in Jakarta, the famous, time Tarakanita Drum Band. The main girl ayu-ayu and young too.
So, when we were all confused and can not imagine how the traditional cigarette pelinting it could be "transformational" Marching Band player. But the fact can!
The coach of America accompanied by their assistants Indonesian people could actually discipline them. Training must be after hours, of course, with overtime pay.
Employees of a cigarette factory which is usually paid on a quantity of rolled cigarettes, even paid overtime to just practice marching and playing music! Already out of the "standard", said the people! In addition, the organizers also diundanglah class dance from Indonesia to prepare the "float" Indonesia
In Pasadena, a small town in California, every year there is a Rose Bowl on January 1. On new year's day, there is a "grand final" American football game between two teams who are always waiting for someone. Therefore, the city mayor also made a name all Rose Parade. An annual parade followed by many teams Float Marching Band along with her!
Float it, the car went behind the Marching Band, usually display a variety of attractions. Most participants Rose Parade is a local team. At that time, Sampoerna out with Float and Marching Band Indonesia with several other international participants. For this reason, some people dance stylist hired to teach some pelinting to be a dancer!
To get a "ticket" Rose Parade, of course Sampoerna must work hard. Lobbying organizers, lobbying State also. In order to "represent" Indonesia. A very complex work, tiring, and has nothing whatsoever to do with the promotion of cigarettes!
While GG, Djarum, and Bentoel busy competing in conventional advertising, Sampoerna it out One Million U.S. Dollars to form a cigarette pelinting Marching Band! Then, still needed one million USD more to "send off" the group to America.
Besides playing in the Rose Bowl, Marching Band is also signed in Annaheim Disneyland and some other places in California. Therefore, there is a separate team to deal with "cultural shock" of the cigarette pelinting.
In the Rose Parade, Indonesia Sampoerna team get one Award. Could do good, because it can also diplomatically. But clearly, I was amazed to see the Sampoerna cigarette pelinting wear miniskirts, stockings, wear a hat, and playing drums band.
Los Angeles Mayor Tom Bradley is very grateful for the participation of Indonesia for the first time, because it had a chance to declare December 30, 1989 as Indonesia Day.
I joined the show at City Hall, including red and white flag raising. Having returned from America, Marching Band played in several cities in Indonesia. It's not just Singapore, but also Jakarta, Bandung, and other lain.Uniknya, Marching Band is also playing in town competitors like Kediri, Holy, and Malang!
So what does all this mean? How to calculate Return on Investment him? Massive coverage in the media in Indonesia incredible! I also joined to write "eyes" every day from California to Java Post every day for two weeks.
Rakyat Indonesia, too proud and thankful of Sampoerna. A Corporate Brand who was far less popular than Brand Product Dji Sam Soe direct sticking into his awareness.
Not only that. Corporate Brand "association" was immediately formed positively as a nationalist enterprise. Moreover, it was coincidence clove "symbol" of Indonesia. That's because the most widely cloves in Indonesia yes. Marketing people should not play smart "gathuk science"?
Later, we all are in new Sampoerna "ngeh" that this is an effective way to build a Corporate Brand. But, why did it need? Yes, because the Sampoerna had plans to go public!
Left Gudang Garam as the market leader to go public before the Sampoerna, the stock sells. That's because, investors believe in the might of Gudang Garam as the market leader in creating long-term profit.
Moreover, coincidence corporate name and Production is the same. At that time, Mr. Son told me, "Sampoerna is a good name. It means 'perfect'. It is the best compared to our Competitors. Unfortunately, nobody knew it!" While Dji Sam Soe is already very well known can not "sell" as a Corporate Brand. Therefore, there is no other way, except to make Sampoerna who also happened to be composed of nine (2 +3 +4 = 9) Sub-mannered famous!
However, people do not automatically going to buy stock Sampoerna, Gudang Garam like, because the number of new products for sale ranked fourth. Because the situation is different and very "disadvantage" to Sampoerna, there must be superkreatif way!
At that time, sales of products Sampoerna also rose, although not significant, when the Marching Band news everywhere. So, Marching Band can get to the three main stakeholders Sampoerna, namely: people (pelinting), customer (customer), and investors (buyers of shares IPO).
Super Creative, Super Smart and Super Effective.
Why?
Because, not necessarily with the same exit costs, two million USD, Sampoerna can achieve such results with the conventional means of communication. This is all I remember when I would start MarkPlus Professional Service in Surabaya on May 1, 1990. (*)
Tidak ada komentar:
Posting Komentar