Last Updated: 1 year ago
The Community Service Team (PKM) of Djuanda University (UNIDA) Lecturers held digital marketing training and assistance through the RACE model to BUMDes Jaya Laksana administrators in Wates Jaya Village, Bogor Regency from July to September 2024.
The activity with the theme "Development of Marketing and Production Capacity of Local Coffee Through the Reach, Act, Convert and Engage (RACE) Model in Increasing the Business of BUMDes Jaya Laksana Bogor" is part of the effort to increase the local coffee business in Wates Jaya Village, Bogor Regency.
BUMDES Jaya Laksana has started managing local coffee since 2019 until now. Many people and coffee lovers are also familiar with BUJAL coffee (an abbreviation of BUMDes Jaya Laksana), although it is still limited to the community around Wates Jaya Village and the village government.
However, marketing that has so far been carried out has only been limited to word of mouth and bazaar exhibitions programmed by the village, sub-district or district. Meanwhile, online marketing via social media or digital media is not actively used as promotion. So BUJAL's coffee marketing strategy is not varied and does not support increasing coffee sales.
Wildan Munawar, SEI., MA as head of the PKM Team held training for BUMDes administrators with the aim of introducing the RACE model as a solution in developing digital marketing on Saturday (10/8/2024).
The RACE model, which includes Reach, Act, Convert and Engage, is a strategic approach designed to increase marketing and sales effectiveness.
This RACE model implementation training involves a series of workshops, consultation sessions, and mentoring that aims to provide an in-depth understanding of how to reach customers, encourage interaction, convert leads into sales, and maintain long-term relationships with customers.
"This training is very valuable for us," said Ayi, chairman of Bumdes Jaya Laksana.
"By implementing the RACE model, we hope to increase sales of our coffee products, develop more marketing and have a wider marketing reach and attract more customers," he added.
In training sessions, participants are taught about various digital and traditional marketing techniques that can be applied to each stage of the RACE model. For example, in the Reach stage, they are introduced to social media strategies to attract the attention of new customers by creating engaging content. In the Act stage, they learn how to create attractive offers and increase interactions with potential customers. For the Convert stage, the focus is on how to optimize the sales process to increase conversions, while the Engage stage focuses on techniques for maintaining good relationships with customers to ensure their satisfaction and loyalty.
"This program is a step and our joint effort in developing local coffee marketing which is part of the BUMDes Jaya Laksana business as well as implementing collaboration between Djuanda University and BUMDesa Wates Jaya which is expected to have a significant positive impact on the development of BUMDes businesses," said Yulianingsih, MM as resource person, UNIDA Lecturer PKM team.
This program is funded by the Ministry of Education and Culture through the Community Partnership Empowerment Scheme. After the training, the PKM Team also provided assistance and monitoring involving students and lecturers from the Sharia Economics Study Program, Faculty of Islamic Religion and Teacher Education (FAIPG) and the Management Study Program, Faculty of Economics and Business (FEB). This community service activity will be carried out until the end of 2024.