- Essentially, factory visit is a kind of below the line marketing activity that somehow has lower cost than going to somewhere to do the activation. It reduces our marketers’ trip time and fuel, on the spot set up cost, permission cost, etc.
- By showing our clean and sophisticated factory, the visitors will get good perception of our brand and product.
- It is assumed that factory visit experience will be an interesting experience. By having interesting experience, people are expected to tell their social circle. It becomes word of mouth marketing.
- In Kenya, so far we just invite school to send students to come to the factory. The other way which is done in Bandung plant: from the sales data it can be seen which areas still have low sales. Then the factory visit team go to that area, approaching the community leaders (pengajian, arisan, ketua RT, lurah, etc) to persuade the members/residents to visit Indomie factory. After the people agreeing to come, Indomie send bus to pick up the people on the day that has been agreed and take them to the factory.
- Several important notes from the evaluation of factory visit in Mombasa:
- Ensure that all of the areas are clean and bright. Clean and brightness will create clean and hygiene image of Indomie on visitors’ mind
- Take documentation of the activity as an archive or content for social media as the promotion to attract another groups to come.
- Train one person with good product knowledge and public speaking to deliver the presentation and answer the questions. Beforehand, prepare the answer for questions which are most likely questioned by visitors. We are suggested to coordinate with Mr Sudaryatna. You also can to see from indomie.com
- Prepare a questioner to gain feedback and insight from the visitors. We also ask the visitors to write testimonials. Those can be used as social media content.
