Pahamify’s Marketing, Is It the Right Way to Do It?

Hello, OptiMIST People!

Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into Pahamify’s Marketing, is it the right way to do it?

What do you think about when a brand says “PAMIT”? You’d think that they’re officially saying goodbye to the business world right?

A few days ago, the startup world was shocked by the news on one of the most popular learning platforms for students, Pahamify is bidding farewell. Through their Instagram post on the 28th of June, this company that focuses on providing learning materials for school children online uploaded a photo that reads “PAMIT 2022.” This makes netizens think Pahamify has closed its business. The reason is that there is a bubble burst phenomenon in the startup world, where business conditions are not competitive and companies lack funding. Some well-known startups have laid-off employees to save on company expenses

The concept of prank content appears in the realm of social media because creative workers consider prank content to be a strategic concept to reach audiences. Prank content, it’s meant for the audience to pay attention to one particular content, among the many contents circulating on social media today. Thus, the goal of content creators to expand the reach of the content to be created, or generate high traffic, can be achieved with the concept of pranks that can be wrapped in different executions and Pahamify’s “PAMIT 2022” has succeeded to do just that.

Turns out, ‘PAMIT 2022’ is short for ‘PAhamify Minta maaf dan Terima kasih untuk angkatan 2022.’ So far, the pranks have reaped pros and cons among the public. The concept of pranks in people’s minds tends to come negatively. Pahamify’s campaign can come off as a risky marketing strategy as it could potentially ignite a harsh reactions from the public. For that, companies need to distinguish between marketing tricks and false information to avoid these unwanted circumstances.

This prank marketing strategy is a form of companies’ creativity in promoting their products. There are 6 steps in companies’ creative strategy in promotion; preemptive strategy, unique selling proposition, brand image, positioning, resonance, and affective/anomalous.

Preemptive strategy is the first step in introducing products by showing creative messages related to the general attributes or advantages of a brand. When Pahamify uploaded ‘PAMIT 2022’, they also announced several prizes on the condition that they repost one of the slides in the post. It attracts more people and makes the post even more crowded.

The second step is positioning strategy, namely to put their brand in the mind of the audience. Apparently, according to people who have used Pahamify, their application is very helpful in learning and now is the right moment because the SBMPTN period is over. Pahamify’s ‘PAMIT 2022’ makes people who have used this application feel like they lost a great platform.

Next is brand image, which is attributes that display excellence based on extrinsic factors such as psychological differences in the minds of potential customers. People who feel the loss of Pahamify will then share their reviews when using the Pahamify application. This forms the brand image of the community and attracts people to use the Pahamify application once again.

The last step is resonance and affective or anomalous strategies. Both of these use an emotional approach to attract attention and retain consumers. People’s grief from the app’s farewell makes this campaign even more popular.

Do you think this marketing strategy is the right way? Or does it tend to ignite negative opinions and damage the brand’s image?

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.