Semarang (24/11), the Library and Information Science Study Program, Faculty of Cultural Sciences, Diponegoro University again held a webinar activity with the theme “Branding Positioning Marketing” presented by Ridho Aflah Bekti, ST. MMT. This workshop discusses comprehensive strategies to build, strengthen, and maintain brand identity in the market, shape consumer perceptions, and develop effective marketing plans. In this session, the speaker emphasized the importance of a branding strategy that goes beyond just a logo or name. Branding covers all aspects of how consumers perceive and interact with a brand, with the PDCA (Plan-Do-Check-Act) approach as a systematic guide. Each step in PDCA aims to ensure the brand’s relevance in consumers’ eyes and its adaptability to market dynamics.
In addition, Ridho explained about positioning or how companies shape consumers’ perceptions of their products compared to competitors. Positioning begins with defining the brand’s vision, mission, and values, and continues with the identification of the Unique Selling Proposition (USP) so that the brand has a unique place in the minds of consumers. This aspect is strengthened by determining the brand’s position in the market, consistency in visual elements and tone of voice, and adaptation to digital and technological trends to maintain brand competitiveness.
Ridho also explained the marketing strategy with the SMART + C (Specific, Measurable, Achievable, Relevant, Time-bound, and Challenge) goal approach. Each marketing campaign is evaluated through key KPIs such as brand awareness, sales conversion, and consumer engagement. Marketing mix strategies (4P: Product, Price, Place, Promotion) are combined to reach the target audience optimally. In the digital realm, online marketing is an important focus. Integrated marketplaces (Shopee, Tokopedia, Tiktokshop, Lazada), SEO, social media marketing, and website marketing are suggested methods to increase brand exposure. Influencer marketing is also considered effective in attracting attention by selecting relevant influencers.
In addition, the presenters highlighted the AIDA+L (Attention, Interest, Desire, Action, Loyalty) advertising strategy to attract customers while building their loyalty. A Customer Relationship Management (CRM) scheme was also implemented, where loyal customers are offered premium memberships, giving them access to educational groups and strategies to become productive resellers. This workshop provided comprehensive insights on how to build strong brand positioning and competitive marketing in the digital era.
In this discussion, several participants actively asked questions and discussed with Ridho regarding the material that had been presented. One of them, Emeraldo, raised an interesting question about the most appropriate time to conduct a large-scale promotion. This question opened an in-depth discussion among the participants and the speaker. Determining the right time for a promotion is a major concern, especially in the context of reaching a wider target market and improving sales performance.
Author: Muhammad Fauzan
