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PNM helps moms develop businesses through social media marketing in the digital era
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he smell of delicious food reached visitors who packed Senayan Avenue’s room, South Jakarta, as the cooking competition titled Collaboration Between Moms and Journalists to Inspire Indonesia came to near completion on April 14.
The cooking competition was completed when the respective cooked dish was already arranged with images or videos prepared for online marketing.
Those who attended the event and were familiar with Indonesian cuisine could immediately identify that it was the smell of opor ayam (chicken stew with coconut gravy).
Chef Viny Mudsyandari, who guided the competition, from the Bakool Program said prior to the contest that the menu that the contestants should make was opor ayam without santan (coconut milk) and minyak (cooking oil).
The smell of the dish could surely increase the fasting visitors’ appetite while waiting for the breaking-of-the-fast gathering. The visitors to the event included customers of PT Permodalan Nasional Madani (PNM), which organized the event, PNM president director Arief Mulyadi, PNM staff members, a number of invited journalists and other invited guests.
PNM communication secretariat head L Dodot Patria Ary appreciated the housewives and moms representing PNM Mekaar customers for their presence at the event. They included Ugik from Madiun, a hawker selling fried snacks wearing Nyi Roro Kidul dress and frequently dances and sings when selling to attract customers, leading her to go viral. Others were Ibu Martha from Papua, Ida Gandaria from Jakarta, Karlia from Jakarta and Ratnasari from Jakarta.
He hoped that PNM, accompanied by journalists and housewives, could work hand in hand to make the people prosperous.
Simple cookbook
The cooking contest was followed by a long-awaited event: the launch of a book titled 5 Langkah Ibu Eksis Dagangan Laris (Five Steps to Make Housewives Exist and Products Sell).
Dodot said the guidebook aimed to encourage moms engaged in micro, small and medium enterprises (MSMEs) to develop their businesses by using social media platforms.
In the digital era, moms can use social media platforms as their most effective product promotion medium because in this way the products can reach a wider market.
The launch of the book was one of the small contributions made by PNM to moms accompanied by journalists. “With the title is, of course, we want to make contributions and collaborations between moms and journalists, and actually to Indonesia as a whole,” he said.
The title is five steps, five small tricks to not only make moms’ products sell well, but also for their business to exist, according to Dodot.
He added that the event was also part of a series of events to celebrate PNM’s 24th anniversary, which will be held on June 1.
“The guidebook, 5 Langkah Ibu Eksis Dagangan Laris has been made as simple as possible to make it easier for moms to put it into practice in a quick way. We deliberately made it eye-catching visually and less wordy to make it easier for moms to use it as a guide,” Dodot said.
The five steps include how to make the concept of photo or video as attractive as possible, the choice of venues or sites, which should be okayed, using simple images or video editing tricks, and above all, how to promote products using social media platforms.
“A social media platform is the most effective promotion to attract buyers because it can reach wider customers and this way, greater opportunity to make the products sellable is widely open,” he said.
The book is expected to lift moms engaged in business up to a higher level by enhancing their product quality, which could make the products sellable, Dodot said.
While selling through social media platforms has gained ground, it is important for moms to use tricks to draw the attention of prospective customers to buy new products that they offer.
The book has been designed in a simple way to become a reference to housewives engaged in business that falls in the category of ultra-micro businesses to boost their income and their production capacity.
Dodot said the release of the books was one of the contributions made by PNM to its customers, now reaching more than 14 million. “As a whole we have implemented the program for more than 18.1 million customers [moms],” he added.
Dodot underscored the importance of appearance when people are selling on Facebook, Instagram and other social media platforms, saying that “unless the products are properly arranged, despite their being delicious, people tend not to buy them, because the product’s appearance helps people [prospective customers] decide to buy.”
Simplicity is the key, said Dodot. “This means that the guidebook can be put into practice quickly because it consists of only five steps. The book is visually simple and we encourage our customers to adopt simple marketing strategies and they can apply them in a simple way.”
With the book, it is expected that PNM can help its moms who are eager to be engaged in selling snacks so that they can choose the right products according to what consumers need.
“We hope that our presence, PNM, accompanied by journalists and moms, can collaboratively develop Indonesia to achieve prosperity,” Dodot explained.
To date, PNM features programs including Mekaar and Ulamm, with the commitment to serve and assist customers in scaling up their business capacity.
Meanwhile, PNM president director Arief Mulyadi revealed that under the Mekaar program, PNM assists 14.25 million customers and under the Ulamm program, it assists 163,35,000 customers spread across 34 provinces in Indonesia, with 4,432 PNM networks.
He also revealed the non-performing loans (NPLs) under the programs for ultra-micro businesses were small, at around 0.18 percent.
