FAKTA MARKETING RADIO:
Kondisi vs Strategi
Oleh : Hery Margono
Workshop Penyegaran Pimpinan Radio Siaran Swasta PRSSNI-Dewan Pers
Beberapa Fakta Globalisasi
• Globalisasi telah mendorong interaksi antara aspek-aspek politik, ekonomi, sosial, budaya, pertahanan dan keamanan menjadi makin intens dan makin kompleks. • Globalisasi telah mendorong tantangan maupun peluang
yang dihadapi pelaku usaha menjadi sangat dinamik
• Pelaku usaha yang mampu mengantisipasi dinamika perubahan yang sangat cepat pasti akan survive. Sebaliknya yang tidak memiliki kemampuan melakukan perubahan akan tersingkir dari permainan.
• Komunikasi memainkan peran yang sangat penting untuk mengantisipasi dinamika perubahan.
Three Elements Of Communications
Planning
Consumer
Products Channels
Consumer Contacts Television Radio Newspapers Activations Event Magazines Cinema Out of Home Feature Film CD Rom SMS Theme Park/ Virtual Reality Trader, Dealer Incentives Multimedia Internet Booklet Facebook Home shopping Merchandise Music property Trade Direct Mail
COMMUNICATION CHANNELS
Number of Internet user in Southeast Asia (last 6 months of 2005)
Country Population Number of users Penetration Source
Malaysia 27,392,442 10,040,000 36.65 Internet world statistics (IWS) Singapore 4,300,000 2,421,000 56.30 Internet world statistics (IWS) Brunei 393,568 56,000 14.22 Internet world statistics (IWS) Thailand 66,527,571 8,420,000 12.65 Internet world statistics (IWS) Philippines 85,712,221 7,820,000 9.12 Internet world statistics (IWS) Vietnam 83,000,000 10,700,000 12.89 Internet world statistics (IWS) Indonesia 221,900,701 18,000,000 8.11 Internet world statistics (IWS) Laos 5,719,497 20,900 0.36 Internet world statistics (IWS) Cambodia 15,017,110 4,1000 0.27 Internet world statistics (IWS) Myanmar 54,021,571 6,3700 0.11 Internet world statistics (IWS)
ASEAN 563,984,681 57,582,600 10.20
Internet penetration is growing fast in South East Asia
Media is evolving and so must your marketing strategies
Data Penggunaan Media
di Indonesia
• 31 juta keluarga pemilik pesawat TV (2007)
• 476 ribu keluarga langganan Pay TV (2007)
• 25 juta pengguna internet (2008)
• 125 juta pengguna ponsel (2008)
• 15 juta total oplah media cetak (2007)
• 6,5 juta total Suratkabar Harian (2007)
Sumber : Depkominfo
Key Environmental Change
Big noise society
Information:
Products :
•
Perusahaan swasta nasional
•
Perusahaan multinasional
•
BUMN
•
Pemerintah/PSA
•
Partai
•
Pilpres/Pilkada
•
LSM/NGO
•
Perorangan
•
dll
* projection
Source: ZenithOptimedia
Advertising expenditure
in local currency at current prices (Rupiah billion)
Total Newspaper Magazines TV Radio Cinema Outdoor Internet
1995 3,335 1,075 211 1,638 170 11 230 0 1996 4,140 1,202 270 2,203 189 10 266 0 1997 5,094 1,540 311 2,678 206 9 350 0 1998 3,762 958 191 2,213 136 4 261 1 1999 5,521 1,415 194 3,449 187 6 269 1 2000 7,768 1,882 308 4,933 267 8 269 1 2001 9,613 2,693 422 6,007 329 9 202 1 2002 13,062 3,502 521 8,383 413 9 232 2 2003 16,165 4,378 667 10,311 516 11 279 3 2004 23,434 5,711 1,097 15,298 595 13 719 3 2005 27,311 5,524 1,212 17,792 781 14 884 4 2006 32,077 8,165 1,247 20,648 850 15 1,150 5 2007* 38,413 9,760 1,561 24,683 950 16 1,437 6 2008* 46,096 11,712 1,874 29,619 1,140 19 1,727 8 2009* 54,854 13,938 2,230 35,247 1,387 22 2,052 9
0% 20% 40% 60% 80% 100% 1995 1997 1999 2001 2003 2005 2007 2009 ADEX (Rp. billion) Internet Outdoor Cinema Radio TV Magazines Newspaper #REF! Source: ZenithOptimedia Advertising expenditure
MEDIA SHARE OF ADVERTISING
EXPENDITURE
Category 2007 2008 % Diff.
Telco Services 2,771 4,377 58%
Government & Politics 1,327 2,208 66%
Corporate Ads & Social Servicces 1,315 1,666 27%
Motorcycles 1,459 1,654 13%
Hair Care 1,514 1,426 -6%
Clove Cigarettes 1,512 1,386 -8%
Partyline & Horoscope 611 1,327 117%
Facial Care 1,135 1,122 -1%
Banking & Financial 1,033 1,109 7%
Media & Production House 1,011 1,068 6%
Laundry Products 886 920 4%
Source: Nielsen Advertising Information Services 2009.
Category 2007 2008 % Diff.
Telco Services 978 1,390 42%
Government & Politics 758 1,310 73%
Motorcycles 751 980 30%
Corporate Ads & Social Services 685 966 41%
Real Estate 531 715 35%
Banking 553 647 17%
Media & Production House 494 584 18%
Hotel, Bar, Cinema, and Restaurants 432 545 26%
Formal Education 418 535 28%
Cars 375 454 21%
Belanja Iklan Pemerintah dan Partai Politik di Suratkabar Jan – Dec, di 93 Suratkabar
Konsumen Produsen/ Klien Biro Iklan Media Iklan Rumah Produksi
Rumah Rekaman & Post Production
Percetakan
ALUR KERJA IKLAN
Riset
Alur umum
Alur tidak umum Alur opsional
Event Organizer
FUNGSI PERUSAHAAN PERIKLANAN
1. Membangun konsep komunikasi
2. Membangun strategi kreatif dan strategi media
3. Merencanakan program kampanye periklanan
4. Mempersiapkan materi periklanan
5. Membeli waktu dan ruang media
PERUSAHAAN PERIKLANAN
• Media Buyer
• Biro Reklame (Out of home) • Creative Boutique
• Media Specialist
• Full Service Agency > Biro Iklan Layanan Penuh • Brand Agency
Trends Media Komunikasi,
Konsumen, Produk, dan Biro Iklan
• Lompatan teknologi komunikasi dan informasi telah memunculkan berbagai wujud pesan dan media
periklanan baru
• Mayoritas pengiklan menggunakan media TV dan surat kabar
• Perkembangan media berdampak pada perubahan gaya hidup/ kebiasaan konsumen
• Belanja iklan tahun 2007 & 2008 didominasi sektor
komunikasi, pemerintah&politik, korporat & sosial, dan motor
• Perkembangan agency(biro iklan) semakin bervariasi • Walaupun reach radio lebih tinggi daripada surat kabar
& majalah, namun persentase belanja iklan di radio lebih kecil bila dibandingkan surat kabar, majalah dan televisi
Persaingan Program Radio
Radio AProduct:
Radio A’ Radio A’’ Radio A’’’No distinctive products
IMPLIKASI
Strategi komunikasi
memegang peranan penting
bagi pelaku bisnis untuk
7 M Strategi Komunikasi
• Mission (tujuan komunikasi)
• Message (pesan komunikasi)
• Money (anggaran komunikasi)
• Marketing Communications Mix
(bauran komunikasi pemasaran)
• Media (pemilihan media komunikasi)
• Moment (penjadwalan komunikasi)
Strategi Pemasaran
• Advertising Strategy
• Corporet Strategy
• Marketing Strategy
Marketing
Financial Production
Management
Peran Komunikasi Dalam Strategi
Pemasaran
MARKETING STRATEGY : -Segmentation -Targeting - Positioning MARKETING MIX : Product Price Place Promotion Mix/IMC : - Advertising - Sales Promotion - Marketing PR - Personal Selling Target Audience Target MarketMARKETING COMMUNICATIONS
The Effect of Various
Marketing Communications
Effect
on
each
state
Public relations Personal Selling
AIDA :
Attention Interest Desire Action3. TARGET AUDIENCE 4. OBJECTIVE 2. SWOT ANALYSIS Strength Weaknesses Opportunity Threat 5. COMMUNICATION PROBLEM 1.SITUATION ANALYSIS
The Industry The Institution
The Competition The Communications spending
Geography Demography Psychographic Behavior Category Differentiation
Product life cycle Loyalty
Customer / Consumer Problem Announcement persuade Remind Behavior Change
INTEGRATED MARKETING
COMMUNICATIONS PLAN
6. CREATIVE STRATEGY Positioning
Approach
Selling premises & credo Tone and manner
Execution
7. COMMUNICATIONS MIX
Advertising (strategies
,
activity, rationale, payout)Public relations (strategies, activity, rationale, payout) Sales promotion (strategies
,
activity, rationale, payout)Personal communications (strategies
,
activity, rationale, payout)INTEGRATED MARKETING
COMMUNICATIONS PLAN
Beberapa Kegiatan
ADVERTISING , MPR, SP
- TV Commercials - Radio spot - Print Ad. - Outdoor - Car Cards - Direct Mail - Sponsorship - Advertorial – Point of Purchase – Tie – in Promotion – Booklet & Brochure – Etc. - Publication - Publicity - News Conference - Seminar - Survey - Expert Opinion - Event - TV programs / Film- Lobbying and negotiation
- Community involvement - Corporate Social Responsibility - Etc. - Coupon - Discount - Patronage Awards - Price Packs - Incentive - Exhibition ‾ Demonstration ‾ Festival ‾ Entertainment ‾ AV Presentation ‾ Etc.
