Kampanye B2B untuk IPO


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Siapa bilang perusahaan B2B (business to business, hanya menjual ke korporasi, bukan ke konsumen) tidak membutuhkan komunikasi massa yang baik? Di bawah ini adalah sebuah contoh komunikasi hubungan investor dari sebuah perusahaan B2B yang sangat menguntungkan dan berhasil membangun posisi sebagai pemimpin dalam industri B2B di Wallstreet.

Pada tahun 1998 perusahaan internet yang ada di Wallstreet hanyalah perusahaan-perusahaan B2C, seperti Amazon.com dan Yahoo. Saat itu masuklah Internet Capital Group (ICG), sebuah perusahaan yang baru berdiri (startup company) bergerak di bidang investasi internet. ICG bersaing dengan permodalan ventura dan menawarkan business model yang baru dan dengan wawasan investasi jangka panjang.

Dari riset yang dilakukan, ditemukan bahwa komunitas pasar modal saat itu belum banyak membahas perusahaan internet dan investasi B2B. Topik ini dapat diambil oleh ICG untuk menjadi pemimpin dalam percakapan B2B. ICG pun menentukan celah ini untuk membangun kepemimpinan dalam kampanye IPO saat itu.

Kampanye IPO saat itu kemudian dikemas dengan berbagai kegiatan. Tugas pertama adalah untuk membangun pemahaman analis dan jurnalis pasar modal mengenai investasi internet. Hal ini dilakukan dengan mengadakan pertemuan dengan para analis dan media sebelum IPO dan setelah IPO untuk menjelaskan posisi ICG dan keunggulannya dibandingkan dengan perusahaan modal ventura yang menjadi pesaingnya.

Untuk menjelaskan business model yang kompleks ICG mempresentasikan dirinya sebagai “GE di dunia internet”. Perbandingan ini ternyata berhasil membangun pemahaman analis dan media, dan membangun posisi kepemimpinan ICG di berbagai tulisan serta laporan yang mereka hasilkan.

Tugas kedua bagi ICG adalah membangun posisi sebagai “thought leader” dalam industri B2B. Mereka melakukan hal ini dengan tampil di media pada berbagai diskusi mengenai B2B, antara lain saat pengumuman penghasilan e-commerce ramai dibicarakan. Para pimpinan ICG juga tampil dalam berbagai konferensi untuk berbicara, menampilkan kepakaran mereka dalam bidang B2B.

Tugas ketiga adalah untuk secara berkala membangun pemahaman dan ketertarikan khalayak sasar terhadap ICG secara umum. Siara pers dibuat dan dikemas serta disebarkan secara berkala ke berbagai media keuangan. Pesan yang disampaikan melalui siaran pers tersebut adalah keberhasilan perusahaan-perusahaan mitra ICG, layanan-layanan yang diberikan, keunggulan business model ICG dibandingkan pesaingnya dan tim manajemen yang berkualitas tinggi.

Berbagai kegiatan ini berhasil menempatkan ICG sebagai “The Best IPO of 1999” (pengakuan dari Wall Street Journal). Berbagai media terkemuka secara regular menulis mengenai ICG secara sangat positif, membangun posisi ICG sebagai perusahaan yang memimpin dan sangat berhasil dalam industri B2B di Wall Street.

Hasil dari kampanye ini luar biasa. ICG berhasil mendapatkan dana $180 juta melalui IPO, memberikan kesempatan berinvestasi di 15 perusahaan yang unggul dalam bidang masing-masing. Berkat kampanye hubungan investor yang baik ICG pun berhasil menarik investasi blue chip termasuk private placement dari AT&T dan Ford Motor Co.

Nah, kalau perusahaan anda adalah perusahaan B2B, ingin memasuki pasar modal, atau sudah ada di pasar modal, kampanye hubungan investor yang efektif sangat penting bagi anda. Semua pengambil keputusan yang ingin anda sasar mengkonsumsi media. Apabila anda berhasil menarik perhatian mereka di media yang mereka baca, anda akan membangun kredibilitas dan kepercayaan para pengambil keputusan tersebut. Pertemuan dengan khalayak sasar anda akan memperkuat kredibilitas tersebut, dan membangun interaksi langsung yang mengarahkan pada tindakan yang anda inginkan. Khalayak sasar anda perlu terus diingatkan, dan tampilan yang berkala sebagai perusahaan yang pakar, kredibel dan unggul sangat dibutuhkan.

Berbagai kegiatan di atas perlu dikombinasi untuk menghasilkan posisi yang anda ingingkan. Dengan strategi pesan yang tepat, perusahaan anda akan siap muncul sebagai pemimpin dalam ranah yang tersedia. Jangan lupa mendasarkan semua stategi tersebut dengan riset, agar komunikasi perusahaan anda efektif dan efisien.

WHY SELF TALK VERY NEED TO BE ?

Self-talk is a very determining whether a person will become a good person or not. Which determines whether a person will maintain his health or not. Which determines whether a person has high self-esteem or low. That determines whether someone will be important or even become a loser. And who determines whether a person can thrive and flourish, or simply stand still. Yes, it all comes from self-talk. There will not be any changes, before beginning with the self talk. You’ll never fall in love with someone before you tell yourself “I think I started falling in love with him” or “I think, from now on I loved him”. However, because it is almost never discussed, so that you often do not realize it.

It is a sentence from a wise man who is actually talking about self-talk by implication, the sentence reads “It all depends on the intention”, but very rare people who understand that it is a wise man is self-talk. A person who is doing positive things just because they had to be caused by pressure from his family environment, there will never be a really good / positive. A person who stops using drugs just because of pressure from his family, will never completely stop using drugs. Why is that? Because self talknya may still conflict with the suggestion his family. And for self talknya not change, the person will remain so even though many people with her. That is why hypnosis can not be applied to people who do not want to be hypnotized and do not want to achieve change.

The reader may ask, what good rehab, psychologist, psychiatrist, hypnotherapist, if one can not change as long as someone does not change the self talknya? Now let’s see, how many people who go to psychiatrists because they had to be caused by pressure from his family and eventually still no luck. That is because self talknya not changed. People who can change due to the help of a mental health professional is a person who voluntarily come to a mental health professional to change, because he certainly has a positive self-talk like “I am ready to accept the advice of psychologists who would I go, because he knows better than me , because he’s a science might be able to help me “. And because self talknya so, slowly open his mind to accept suggestions and advice from outside. So that the person unwittingly persuaded to replace the negative self talknya with positive self-talk. If it were so, it is actually a psychiatrist only help strengthen one’s determination to change, with the reasons put forward a logical and reasonable, certainly with the knowledge that it controls so that the person is voluntarily willing to change for the better.
How self talk can affect us so great?

Self-talk can have a huge influence on us, because the self-talk, unnoticed by the overwhelming majority of us, in fact tantamount to mensugesti and program our subconscious, but as the writer suggested from the beginning, the subconscious has influence over we are 9 times more powerful than the conscious mind. Then, how can a person change for the better if self talknya still negative?
How self-talk work?

In more detail, can be explained how self-talk works so gradually that influence our subconscious mind. First, self-talk affects our actions and our actions over time turned into a habit, after the action becomes a habit, after a long time together with the character / nature of you, and after one with your nature, self-talk you start to become reality early in life You, who ultimately makes you believe that your belief is true. And once that happens, you start self talk will be reinforced by new talk of a matching self but more powerful. Then self-talk you will work in stages as in the first cycle but with a more powerful influence. That is so self-talk work affect your self without stopping.

Self-talk -> suggestion -> subconscious -> reality

So, from the above, we can infer what will happen a year from now, if someone has a positive self-talk and conducted continuously? Yes, someone is going to be much more positive than today. In contrast, negative self-talk also works the same way to make ourselves to be very negative. Therefore, the authors remind the reader, as heavy as any problems that you face, do not ever tell yourself negative things, because it will only harm ourselves.
You can not eliminate the negative habits just by replacing them with positive habits, but you can eliminate your negative habits by replacing your negative self talk with positive self-talk. Because your self talk directly influence your actions, and then your actions affect your habits and behavior that may become reality in your life.