Marketing in Disguise: Transcorp 11th year celebration

Transcorp is an Indonesian Television corporation that runs its business by owning and managing several biggest television stations such as Trans TV, Trans7 and also online news called DETIKCOM. Transcorp recently had a birthday celebration which is pretty awesome. Every viewers could experienced the huge stage, famous artists and magnificent lightning effects and on top of all that, it was a well crafted program that could entertains both live viewers on the site and also at home. I was not currently in my home country but I was able to watched it through a website called Mivo.tv.

trans

Point that worth shared is that beyond the well presented concept, grand event, fabulous design and the overachievement result, I saw the event as an eye opening inspiration for many of Small and Medium business especially in a profit base organization. In this segment of Business, they tend to celebrate the success year by year with their own staffs, have a big cake, decorating rooms in office or probably have a adventurous outing in to celebrate it. The mainstream of owners in a small business will and in general have a good logic of giving back to their employees and of course to the owner himself a reward of this achievement by spending a certain amount of budget for company birthday celebration.

On the other end of the world, when we go to a typical birthday celebration as a person, we usually invite all the persons that is close to celebrate together. It could be our family, close friends, girlfriend/boyfriend, relatives or any persons that we deemed important in our lives.

What is wrong with this? I assume nothing is wrong, except sometimes when we run our Small Business, we become carried with the ordinary and natural action that we take as a person and forget that we are actually running a business.

Unconventional approach to a “Birthday” for a company is the exact example of Transcorp. This company definitely is not the only company that take this approach, and many other big companies take similar approach to celebrate their birthday. The mind blowing fact is that the event just did the reverse of what is considered regular approach of celebrating a birthday. Instead of only taking all employee to vacation or give treat to them, Transcorp additionally also launched an event.

birthday

I immediately think of why they did all of that? Why they spent so much for a big event when all they should do is celebrated their success for that particular year that they have achieved so hard? By launching this event, they actually throw out their possibility of a bigger celebration because the budget for event can actually be use for their own internal celebration or outing.

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Then I realized instantly that when I saw the event, I feel like become more “attached” to this company as a viewer of this event because of the event that they held is so magnificent and beautiful. Now the reason is obvious, it is because the customers that make their business run. Big business put greater attention to maintaining their customers and this is exactly why they become big in the first place. There is actually no advantages of making a huge event called a celebration of a particular company for public. But the unmeasureable value of future profit is very certain. People perceive better image of the company and the effect is growing loyalty. This event is a “marketing in disguise” which is a very genius approach that could also be use for Small and Medium Business.

Some big companies or small companies usually do not recognize this seemingly covered opportunity by building more image into customers and expanding awareness with the motives of celebrating birthday. For Small and Medium Companies that have more limitation in their budget, a small event is more than enough than nothing at all.

if we can’t measure it, than we can’t manage it. But the most important things in business are those things that cannot actually be measured. –W. Edward Deming

It means one should not stuck only to numbers and quick profit, but also subjective matters that can guarantee our business in the future.

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