03 September 2024
Syafrijal S.Kom
MEDAN, The Malay tribe, one of the dominant tribes in North Sumatra that has a rich cultural heritage, including songket woven cloth which is famous for its beautiful and intricate patterns.
One of the Malay sub-ethnicities, namely the Deli Malay, which is spread along the east coast of North Sumatra, has long been known for its songket cloth woven using gold or silver thread.
However, challenges in the era of globalization have affected the traditional marketing methods of this songket cloth. The Joint Business Group (KUB) IR - Kriya Melayu, although it has succeeded in preserving Deli songket, still faces difficulties in expanding the market for its products.
To help overcome this problem, the community service team from the Faculty of Cultural Sciences (FIB) of the University of North Sumatra (USU) held a digital marketing training program using podcasts, involving students from the English Literature Study Program. The activity was held from June 23 to August 30, 2024.
Prof. Dr. T. Silvana Dipl. TEFL, MA, Ph.D, believes that the selection of podcasts as a marketing medium is based on its great potential. “Podcasts have great potential because they are easily accessible and allow for more personal messages. The increasing trend of podcast listeners in Indonesia is also a major factor in our choice of this platform.
He said that this program aims to improve the skills of KUB IR and IR-Kriya Melayu in marketing their products digitally, while increasing social interaction and marketing knowledge through more modern media. By using this media, it is hoped that product marketing can be carried out more effectively, reaching a wider audience,
and introducing songket cloth as a cultural heritage that should be preserved.
Prof. Dr. T. Silvana Dipl. TEFL., MA, Ph.D., believes that the choice of podcasts as a marketing medium is based on their great potential.
Podcasts have great potential because they are easily accessible and allow for more personal messages.
The increasing trend of podcast listeners in Indonesia is also a major factor in our choice of this platform. As part of their support for this program, KUB IR and IR – Kriya Melayu also received assistance in the form of a Sony ZV-E10 mirrorless camera.
With this camera, we hope that KUB members can be more creative in producing visual content,
which will certainly support digital product marketing, said Prof. Silvana. This camera is expected to be a means to show the beauty and details of Deli Malay songket more clearly, so as to attract public interest in getting to know and appreciate this cultural work.
Looking ahead, Prof. Silvana hopes that this program can have a sustainable positive impact.
Podcasts have great potential because they are easily accessible and allow for more personal message delivery.
The increasing trend of podcast listeners in Indonesia is also a major factor in our choice of this platform. We hope that with this innovation, KUB
IR and IR – Kriya Melayu can be better known by the wider community, and the Deli Malay cultural heritage can continue to be preserved and appreciated by future generations.
The assistance of this camera is a real step to strengthen their digital marketing, so that Deli Malay songket can be known more widely and more effectively. This training is in line with the objectives of the Sustainable Development Goals (SDGs) and is supported by the USU The Impact program.
With this innovation, KUB IR and IR – Kriya Melayu are expected to increase sales and recognition of Melayu Deli songket products, while preserving the cultural heritage for future generations.
Source: https://www.waspada.id/medan/inovasi-pemasaran-songket-melayu-deli-secara-podcast/
