Marketing Campaign ‘Top of Mind’, Important But Not The Main Thing

STARTALK Marketing Campaign ‘Top of Mind’. (doc. UMN)

Tangerang – IUmn skystar ventures held a Startalk Series: Startup Development with the theme “‘Top of Mind’ Marketing Campaign: The Measurement of Successful Marketing” on Tuesday (31/8). This discussion session presented 2 professional panelists in the field of marketing startups, namely Rifqi Edrus – Co-Founder & CMO of Goorita.com and Erick Wicaksono – VP of Marketing at Bukalapak.

At first glance, Goorita.com is a startup that provides one-stop-service services ranging from marketplace, fulfillment, to logistics solutions abroad that allow Indonesian MSMEs to send their products abroad with a small quantity. Goorita supports local Indonesian businesses to compete globally with the easiest solutions in marketing their products to global marketplaces such as Amazon, eBay, and so on. Bukalapak.com itself is an e-commerce that has a mission to help millions of stalls in Indonesia to be digitized. Currently, Bukalapak which was only some time ago listed on the Indonesia Stock Exchange already has several subsidiaries. Some of them are such as PT Buka Mitra Indonesia, PT Buka Investasi Bersama, PT Buka Pengadaan Indonesia, and PT Five Jack.

Asked about the definition of ‘top-of-mind’, Erick explained that it is very good if a brand can achieve ‘top-of-mind’ in the minds of the public, but so Erick is of the view that this ‘top-of-mind’ should not be the main goal but simply used as an indicator of the success of marketing campaign activities only.

“The important thing is that marketing is business. That is, whether it is wanted or not, but if you do not convert into business, want to be as top-of-mind as anything, it’s going to be useless,” Rifqi responded.

Erick further explained that something viral or widely talked about in the community which in this context is a brand that is ‘top-of-mind’ does not necessarily make the business undertaken by a company successful. Indeed, marketing communication can be said to be successful and successful, but still does not guarantee success in terms of the company’s business.

Also read Startalk Webinar: Multi-Channel Optimization Strategy for Marketing Start-ups

“Because frequency is important, it cannot be denied also, when the media placement is not good yes, the actual content has the potential to go viral or create some kind of ‘top-of-mind’ so it is not efficient,” erick explained giving a view on how to make a brand into a ‘top-of-mind’.

Erick also emphasized that in starting a marketing campaign plan must also pay attention to the balance and fairness of Return-on-Investment (ROI). What he wants to emphasize is that as marketers, we should not spend a larger budget for the projected benefits that are not comparable, because it is tantamount to waste.

Startalk Series: Startup Development this time is the 10th episode of a series of educational programs that Skystar Ventures regularly provides to UMN students and general externals. The discussion session, which is open to the public and unpaid, was also attended with enthusiasm from various circles both umn internal students, the general public, to professional practitioners.

For friends who are interested in discussion sessions around the world of startup development, do not worry because Skystar Ventures still continues to present similar activities regularly in the future. For information about it, you can directly visit and follow Instagram social media @skystarventures so as not to miss this kind of useful information later.

by Virino Miracle | UMN News Service

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