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?
Wanna get more insights on marketing? Tune in every Thursday for more KaMIST!
You can reach us at:
Facebook: MIST FEB UI