commit to user
THE PROMOTION STRATEGY OF BIS PRODUCTION EVENT
ORGANIZER
FINAL PROJECT REPORT
Submitted as a Partial Requirement Degree in the English Diploma Program,
Faculty of Letters and Fine Arts, Sebelas Maret University
Vitria
C.9309083
ENGLISH DIPLOMA PROGRAM
FACULTY OF LETTERS AND FINE ARTS
SEBELAS MARET UNIVERSITY
commit to user
APPROVAL OF CONSULTANT
Approved to be examined before the board of examiners, English Diploma
Program, Faculty of Letters and Fine arts, Sebelas Maret University
Final Project Report :
THE PROMOTION STRATEGY OF BIS PRODUCTION EVENT
ORGANIZER
Name : Vitria
NIM : C. 9309083
commit to user
APPROVAL OF BOARD EXAMINERS
Accepted and approved by the Board of Examiners, English Diploma
Program, Faculty of Letter and Fine arts, Sebelas Maret University
Report title : THE PROMOTION STRATEGY OF BIS
PRODUCTION EVENT ORGANIZER
: Vitria
NIM : C. 9309083
Examination Date : 15 January 2013
The Board of Examiners :
1. Drs. Budi Waskito, M.Pd
NIP.195211081983031001
Chairman
2. Fitria Akhmerti P. SS. MA
NIP.196912161998022001
Secretary
3. M. Taufiq Al Makmun,S.S
NIP. 19780627005011003
Main examiner
commit to user
MOTTOBe your self and think positive
Nobody is perfect, but we can do the best
commit to user
DEDICATIONThis final project is dedicated to :
My beloved parents
My whole family
My consultant, M. Taufiq Al Makmun,S.S
My friends
commit to user
PREFACEThe Promotion Strategy of BIS Production Event
Organizer shed in BIS
PRODUCTION event organizer in Solo.
This report describes promotion strategy in general and focuses on
proposing promotion strategy for BIS production.
I completely realize that my final project report is far from being perfect.
However, it will be a precious thing if my report can add the information and
knowledge for many people.
commit to user
ACKNOWLEDGEMENTFirstly, I would like to thank ALLAH SWT, for blessing me and guiding
me during the writing of the final report. I also express my gratitude to all of
people as follows :
1. Drs. Riyadi Santosa, M.Ed,Ph.D the Dean of Letters and Fine Art Faculty
and Yusuf Kurniawan, SS, MA, the Head of English D3 program, for the
approval of this final project.
2. M. Taufiq Al Makmun,S.S, MA as the consultant and supervisor who
patiently and sincerely give me guidance, support, advice, suggestions,
explanation, correction and motivation in finishing this final project.
3. M. Farkhan M, S.Ag, M.Ag as my academic consultant who patiently give
me guidance and suggestion in academic matters.
4. All of the lectures of English Diploma program who have given the best
things in my life.
5. My husband, Timbul Rachmanto,. Thanks for your support during my
study in this college. You give me everything whose I need.
6. My whole family, especially my parents. Thanks for your care and pray.
Thus , It is easy for me to do all
7. All my friends in BIS Production, Awang, Projo, Jumali,etc. thanks for the
information. I miss you so much.
8. My brother, Wira Petto. I miss your advice. You accompany me when I
feel down. And you give me support every time.
commit to user
9. All of my friends in English diploma program. Thanks for all. ways
remember all moments with you.
I hope this final project is able to give beneficial significance for the
readers.
Surakarta, 15 January 2013
Vitria
commit to user
ABSTRACTVITRIA, 2013, THE PROMOTION STRATEGY OF BIS PRODUCTION EVENT ORGANIZER, English Diploma Program, Faculty of Letters and Fine Arts, Sebelas Maret University.
This final project is written based on the job training as a public relations officer at BIS Production in Srigunting V number 14, Gremet, Manahan, Solo. This final project report discusses the promotion of BIS production.
By observing, interviewing and taking note, the writer collects information for completing the final project. The writer also uses descriptive qualitative research to describe object qualitatively.
This final project is used to evaluate and to propose the promotion strategy for BIS Production event organizer. The writer also finds the effective promotion strategy for BIS production for the solution of the promotion problem. They are, determining segmentation, giving free information, joining at community, avoiding copying from popular product, and considering competitor as a friend. The answers can be used by the reader to improve their knowledge about a good strategy of promotion and makes use it for their company existence.
commit to user
B. New Promotion Strategy for BIS Production ... 22
commit to user
CHAPTER IV CONCLUSION AND SUGGESTION ... 25
A. CONCLUSION ... 25
B. SUGGESTION ... 26
BIBLIOGRAPHY
APPENDICES
commit to user
hold their event. They can do negotiation to manage profit to pay the service.
Event organizer (EO) is a solution to answer the problem. This is
created by several people who make use of the big chance where people think
easy and simple. The event organizer will organize all events in detail started
from preparing until finishing. The EO provides everything that client need
in managing the event so client is not busy to hold this. The client only pays
based on cost. This is one of services from EO to hold an event. This event
can be divided into two categories based on place of event. They are outdoor
and indoor event. Each EO usually has uniqueness compared to the other.
As an organizer of entertainment events, the function of public relations
is very important, it makes a good communication to public. Communication
skill has important role to solve its problems. A good communication can also
attract more clients. Besides that, Public Relations also does promotion. The
EO still needs to increase promotion to compete with the other EO.
Considering that there are a lot of event organizers, started from small to big
EO capacity. So, strategy of promotion from public relations officer (PRO) is
commit to user
2
needed in this case. Therefore, the event organizer (EO) will get a good image
as a qualified EO. And it can be trusted Event Organizer.
BIS Production is one of famous event organizers in Solo. This is a
small EO that has many events in Solo. This EO is located on Jl. Srigunting no
15, Gremet, Manahan. It is also called creative team work. This EO trains all
workers to think innovatively to create a spectacular event in Solo. They
always find out good strategies to face competitors in Solo. So that, PRO as a
front line is very important in this case to arrange programs especially
promotion. The promotion is used to attract more clients, because there many
competitors. This event organizer pays attention on its service system for the
sponsorships. Thus, the best service and satisfaction of the customers can
always be fulfilled.
Besides that, the writer is interested in the existence of the EO that has
sufficiently attracted a great attention from a company, an institution, or an
organization wanting to promote their product or service with EO media. In
fact, an EO is important media for promotion. Moreover, the EO has raised the
standard of living of its workers through its commercial profits.
job training at BIS Production event
organizer, one of the famous EO in Solo. The writer focuses the discussion at
the promotion strategy for PRO in a promotion strategy of BIS event
organizer. The writer finds some problems especially in a promotion strategy
needed by the writer to be discussed when the writer has finished the job
commit to user
3
B. OBJECTIVES
The aims of this report are :
1. To evaluate the existing of promotion strategy for BIS Production.
2. To propose new promotion strategy for BIS Production
C. BENEFITS
Hopefully this report will give benefits for some parties :
1. The Readers
The readers will get some additional knowledge about the function
of public relations in a promotion strategy at BIS event organizer. The
final project is completed by effective strategy in promotion which can be
used by the reader.
2. The Company
The company can get more profits in order to improve its existence
in general society by improving promotion strategy. They will get some
tips to change the traditional strategy of promotion to get new strategy
which is useful for theirs. The new promotion strategy is based on reality
commit to user
4
D. METHODOLOGY
1. Research Design
This research is a descriptive qualitative research to describe object
qualitatively. It is started from the history of object until the problem
appearing there. It is important to describe the object clearly and
systematically started from reality, character, and problem happened there.
Descriptive qualitative research is not only knowing about the distribution
and data activity but also base of decision taking.
2. Data
A primary data are taken by observation and interview.
Observation is done in BIS event Organizer office. Interview is proposed
to BIS production staffs and people from the other EO. Besides that, a
secondary data are collected by note taking from BIS Production and
library research.
3. Methodology
The writer collects data through three ways, they are :
a. Observation
The writer does observation directly toward all activities in BIS
Production, started from preparing, holding and evaluating the event.
However, the writer focuses in Promotion during the job training. The
writer tries to learn the promotion strategy before. It can be seen from
commit to user
5
the writer finds solution to improve promotion strategy that will be
described in next chapter.
b. Interview
The writer writes down the statement from the staff of BIS and
society by interviewing. This information can be used to create
decision. Thus, the writer will find out the answer to solve the problem
in BIS Production, especially in a promotion.
c. Note Taking
The writer collects notes, brochure or leaflet related to BIS
production. Besides that, the writer also finds the theory from books
related to promotion strategy. This report can be used to make decision
in media promotion.
4. Data Analysis Technique
The writer analyzes data from several steps. The data are obtained
from observation and interview, then the writer carries on by interviewing
respondents. The writer also collects leaflet about BIS Production to
support information. Then the data are listed and displayed in a note to
understand the promotion strategy in BIS production. Besides that, the
writer also analyzes and interprets each point of interview by using the
theory of promotion strategy. Finally the writer draws the conclusion from
commit to user
There are many definitions about Public Relations from several
sources. Basically, PR is a management function maintaining a mutual
understanding and cooperation between an institution and its public to
create a good reputation. A reputation is a final goal achieved by public
relations officers.
The definition is supported by the foundation for PR research and
education in the practice of PR, which defines PR as ;
Public relations is a strategic communication process that
builds mutually beneficial relationships between organizations and
their publics. (http://www.prsa.org/aboutprsa/publicrelationsdefined/)
Public relations is a management function which tabulates public
attitudes, defines the policies, procedures, and interests of an organization,
followed by executing a program of action to earn public understanding
and acceptance. (Edward Louis Bernays in Keith Butterick, 2012 :8)
Public relations is a management function establishing and
maintaining mutual beneficial relationships between an organization and
the public on focuses or failure depend ( Keith Butterick, 2012: 8)
commit to user
7
2. Functions of Public Relations
The aspect of public relations is divided into three categories of
public relations function according to Diah Kristina in Bahasa Persuasif
dalam Public Relations (2001: 4.) They are :
a. Representational
The implication of representational in public relations role is to
help persuading and promoting the institution to public.
Representational is divided into several factors like rhetorical, oratory
and advocacy.
b. Dialogic
Dialogic includes negotiation and peace making. Most of PRO
must have this skill because it can support role of public relations.
PRO cannot deal everything if they have no negotiation skill.
Sometimes, a good negotiator is a peace maker.
c. Advisory
The last one is advisory. We can say by counseling. This part
learns how to give advice and discussion. Beside two abilities above,
PRO can be an advisor every time when they needed. A good PRO is
not only listening but also doing and understanding about everything
happened in their institution. Therefore, they can give solution toward
commit to user
event started from the opening to closing.
(ArifinWijaya,
http://diamondorganizer.blogspot.com/2011/09/pengertian-event-organizer-eo.html)
2. The type of Event Organizer
There are several categories of EO based on type of event, such as :
a. MICE : Meeting, Incentive, Convention, Exhibition). E.O.
It means that the event organizer does the program based on the
business above.
b. One Stop Service Agency: A big event organizer is able to hold a
spectacular event until international scale.
c. Wedding organizer: An EO which is chosen to hold wedding
d. Brand Activation ; An EO helps the client to promote product for
increasing selling by interacting with audience.
e. Music and Entertainment : An EO that has specialization in holding
commit to user
9
f. Birthday Organizer: An EO which has ability to hold and handle
birthday party.
g. Private party Organizer: An EO organizing private party, generally for
rich society.
h. Promotion brand Marketing Mix Marketing, Outdoor/indoor
( 7 Lagkah Jitu Membagun Bisnis EO, Yudhi Megananda,
http://www.eocomunity.com/showthread.php?tid=4124)
C. Promotion
1. Definition of Promotion
Promotion is an activity of company to communicate their product
and to persuade a consumer for buying this product. (Kohler , 2006,
http://digilib.petra.ac.id/)
Promotion is a broad term. Basically it is a method that
communicates a message from a seller to a buyer, in order to influence
beliefs or actions. Since business success depends on standing out in a sea
of competition, people are constantly coming up with new and innovative
ways to get their message across to the potential customers. (Belch and
Belch, 2009, http://digilib.petra.ac.id/)
Promotion is an activity done by marketing to inform, persuade,
influence a opinion for buying their product.
commit to user
10
2. Goals of Promotion
There are three goals of the promotion wanted by a company, such
as :
a. Informing
A product is not good to anyone if nobody knows about it. A
company should promote a new product to inform the customers.
b. Persuading
Persuading is all about changing the attitudes of a consumer. A
good persuader is called a peace maker. It is important because it can
influence the customer for buying the product.
c. Reminding
Most businesses have a set of loyal customers. Loyal
They represent a reliable
stream of business. This activity can improve the relation between a
company and a customer.
(http://yellowschmello.com/the-goals-of-promotion).
3. Promotion Strategy
A promotion needs strategy to achieve the goals. They are 18
strategies for promotion:
a. Arrangement of promotion planning list
The first, a company has a plan of the promotion to attract a
commit to user
11
budgeting and list promotion activity that will be done. It can be a
barometer for the company.
b. Deciding Promotion Concept
The basic idea of company is to persuade a consumer for
buying their products. A company should learn a consumer before
deciding a promotion concept. A company can add a logo or a special
slogan in the product to remind a customer.
c. Determining Segmentation
Segmentation is an important point in promotion. A company
can sell their product needed by society. It is important to decide price
and prestige.
d. Focusing on Customers
The company can do a simple way like solving
problems. Thus, a company can make sure that the product is useful
for them.
e. Satisfying of Customers Need
A customer knows everything which the customer need. A
success company will listen and learn everything which customers
commit to user
12
f. Giving Free Information
This activity can be done for example like providing brochure,
leaflet, website, etc that can be accessed by consumers. This
information can be a reference for them to use the product.
g. Using online marketing
There are some social networks on the internet like e mail or
Facebook. A company can make use it for communicating. Thus,
consumers in local or international can access information easily.
h. Media Relation
Media relation has benefit for business. A company (especially
in medium scale) can use it for spreading information, because there
are many medias wanting to cover it. This is a good chance to look for
a new relation for a cooperation.
i. Joining at a Community
Nowadays, a community become a right choice for a small or a
medium scale of company. This is used to force budgeting in a
promotion. If a company can sell their product to a community, the
company does not need advertisement cost.
j. Setting of Publication
There are alternative publications for supporting like billboard
or the other advertisement. If a company thinks that it is important, the
commit to user
13
k. Doing Simple Thing
Sometimes, people can appreciate someone from simple thing
like giving smile, cleaning of the bathroom, picking up the phone in
the third sound, interested card name, etc. The simple things above can
give big impact to their business. Believe or not, people will respect
from the simple thing before they get the big thing. Now, a company
can begin to do this for influencing a client in their business.
l. Giving Gift to Customers
One of unique ways in promotion is giving a gift, such us free
delivery, free soft drink, etc to the loyal customers. The gift is must not
expensive. It apparently gives appreciation itself toward the customers.
The customers will feel comfort and respect with the product.
m. Mouth to Mouth Strategy
Mouth to mouth strategy is the most effective strategy in
promotion. It is done by giving information to someone and then the
one will carry on this information to other. This is method of spreading
information.
n. Avoiding Copying from Popular Product
A smart company will have a good strategy to solve a problem
in a promotion. They will avoid a promotion strategy from the other
commit to user
14
o. Considering Competitor as a Friend
A company often feels that competitor is an enemy. The
company will try to avoid that. In fact, this is incorrect. The best way
that the company should do is creating a feeling that competitor is a
friend. The purpose is to stable price. Competition in business makes
labile price and negative impact to a company.
p. Cross-Promoting
A company can do this strategy by entering promotion of the
new product in a launching. Thus, the company can inform
more one times in one promotion.
q. Finding Last Alternative Advertisement
enjoyed in a long time after the promotion done. A company should let the
customers to evaluate their product and decide the best for them.
(7 Langkah jitu Membangun Bisnis EO , Yudhi Megananda,
commit to user
This EO is called partner local EO, because this EO gets event from some
bigger event organizers. It does not mean that this EO is not qualified. But
since its establishment, it has cooperated with the big or reference EO
from several big cities.
BIS production was established in 5 February 2004 namely BIS
event Organizer. The word BIS Biaya Irit Sekali
in Indonesia language. Philosophically, it deals with low
budget productions and cost. Later, the name is changed to be BIS
Production. Hopefully, this EO grows better in future.
Firstly, BIS consists of several divisions like, Project Officer (PO) ,
client service and talent service. Then, BIS production is able to build
some new divisions, such as; advertising consisting of banner, flyer,
poster, other ads, Sound system consisting of 1000watt- 60.000watt sound
system, and mixer 12 32 channels, equipment band consisting of music
equipments, lighting, artist agency, etc. All of them are proposed to
satisfy client. It is also based on the request from their client.
commit to user
16
This EO has held several big events, such as :
a. Gudang Garam Monster of Rock, with PAS Band, UPN Yogyakarta.
b. Star Mild Campus Fiesta, Fame Café Apartment Sejahtera, Yogyakarta
c. LA Light Trance Ordinary with DJ Vanda, Apartment Sejahtera,
Yogyakarta
d. A mild Firework Party, Café of Purwokerto Town Square
e. Yamaha Family Fun Day with Tasya, Gramedia,Solo
f. A mild Linking Park Nite, Café Bola, Solo
g. XL Merti desa, Nguter, sukoharjo
h. Gathering Yamaha Dealer Kondang Motor, Solo. etc.
2. Structure of Organization of BIS Production
As usual, BIS Production has similar organization structure with
the general company. There are an owner, a secretary, a treasurer, and a
public relations or marketing. The uniqueness is based on the event. Each
position has different responsibility, such as :
a. Owner or leader
An owner in BIS Production should evaluate when there is complain
from a client. He is also responsible everything in the company.
b. Secretary
A secretary has a job for making note everything needed in this EO.
commit to user
17
c. Treasure
A treasure must manage budgeting and financial in a company. If there
is losing, treasure must responsible about that.
d. Public relations officer / marketing
A PRO should arrange concept, lobby and do publication. In the job
An event organizer also has division to differentiate job desk when
the EO run the events. They are :
a. Project Officer / Event Manager
Project Officer / Event Manager is a project leader. A project
leader responsible toward successful of event started from planning to
evaluating of the event. This function usually relate to administrative
and equipment problems. This event will be successful, if the event
organizer occupies people who has experience in the position. So that,
commit to user
usually has several people to support them. They will help them to
prepare the event, like venue, promotion, permission letter, safety,
consumption, budgeting, etc.
b. Field Officer
Field Officer is a function to handle venue preparation,
promotion, permission, safety, consumption, equipment preparation,
etc. The other word, this function is used to do the job related to
operational function.
c. Talent Officer
This job responsible with talent or artist include MC started
from time negotiation, cost, MOU, transportation, accommodation, etc.
so, if there is complain from artist, this is responsibility of talent
officer.
d. Show Director
Show director is a division of event organizer which has
responsibility in an event quality. It can be seen from the artistic or the
audience comfortable. A show director usually has a team consisting of
art director, stage manager, sound engine, lighting, security, and
runner art director.
The art director responsible toward artistic problem, such as
commit to user
Stage Manager responsible toward successful event. They will
manage when an artist should perform based on rundown and
handle schedule.
Sound Engineer/Soundman responsible toward quality control
of sound system.
Lighting man handle quality control of lighting. Security is
several policemen worked at that time. They responsible
toward safety during the event lasted started from location, and
the other aspect related to the event.
Runner is a team who work everything in general. They do not
work in a specific position. They generally became a connector
between a show director and the other position.
e. Client Service
A client service responsibles to connect among client as the
sponsor, a show director and a project officer. This Client Service will
accompany the client started from preparing to closing.
2. Media promotion
a. Newspaper
BIS Production seldom uses visual or audio publication supporting
promotion. For several reasons, they begin to decide using newspaper
as a publication. Considering that a newspaper is a cheap media for
commit to user
20
b. Mouth to mouth Media
Beside printed media like newspaper, the other effective media is
mouth to mouth media. According to survey from several people, most
of them know about the EO from the other. One of strategy in BIS is
by using media without cost. If this way is effective, why have to pay
more expensive.
3. Promotion Strategy of BIS Production
This is the analysis of interview. The answer of first question
describes that all respondents know about BIS from their friend. It means
that mouth to mouth promotion media in BIS Production is successful.
Second question describes the time needed by people for knowing
BIS in the first time. The answer of all respondents shows that BIS need
long time to be known by a society. It is proven by earliest time that is in
2005. Moreover, BIS was built in February 2004. Thus, BIS still needs
improving promotion strategy.
The last question shows the event promotion. Four respondents
said that they know the event from their friend. And one of them said that
they know the EO when they are in the same event.
Strategy of Promotion for BIS Production
a. Making Proposal of Event
As a partner sub local EO, BIS should arrange proposal event to a big
commit to user
21
everything needed in the event. BIS tries the best, because this
proposal can be a consideration for a big EO.
b. Choosing Media
Media is not important in BIS production. During BIS was established,
BIS gets event from the big EO cooperated with it. Thus, BIS chooses
cheap media like mouth to mouth media, newspaper or website.
c. Focusing on Quality
Quality is necessary in BIS production. It can be trusting of big EO to
give jobs. BIS recognizes that it should keep best quality to stay exist.
d. Good Attitude toward Client.
A simple thing that BIS can do is giving good attitude. It can influence
a good impression for the client, for example polite, kind, etc.
B. New Promotion Strategy for BIS Production
After analyzing of the promotion strategy weakness in BIS production,
the writer tries to find out new promotion strategy that will be suggested for
BIS production. They are :
1. Determining Segmentation
BIS should know target of market before deciding event. It is
important for successful of the event. Besides that, it makes the EO to
commit to user
22
2. Giving Free Information
This activity can be done by providing brochure, leaflet, website,
etc that can be accessed by consumers. The easiest solution is improving
internet using. This information can be reference
service.
3. Joining at Community
A community is not a main factor in BIS. But it can influence
existing of BIS. Community sometimes can give information needed by
BIS. The other benefit, the community can give jobs for the EO.
4. Avoiding Copying from The Other Event Organizer
Something different sometimes is good. It is the same with the
case. If BIS production follows the concept of event from the other big
EO. It will cause that EO is not creative. The simplest way the EO can do
that the EO should give something different in the event. Although, the
event is from the similar client.
5. Considering Competitor as a Friend
Competitor is not an enemy. Sometimes, it will give some benefits.
For example, when an EO gets a big project they can share with the other
commit to user
23
CHAPTER IV
CONCLUSION AND SUGGESTION
A. Conclusion
Public relations have many functions based on institution need. If an
institution need it to improve promotion, this will be a function of PR to solve
the promotion strategy in the company.
A promotion is one kind of public relations function needed by BIS
production. This activity creates a big impact for a company existence. It is
needed a promotion strategy to compare with the other EO. A promotion
strategy is important because they will support the company development.
BIS production as an entertainment EO in Solo has several promotion
strategies, they are : Making Proposal of Event, Choosing Media, focusing on
quality, and good attitude toward client. But, the strategies above is less
effective. Based on research, there are weaknesses in their promotion. So that,
BIS needs for improving the promotion strategy.
The writer finds out the good promotion strategy based on relevant
theory and condition of BIS. The new strategies suggested are: determining
segmentation, giving free information, joining at community, avoiding
copying from the other EO, etc. the new strategies are hoped to give benefit
toward BIS production.
commit to user
24
B. Suggestion
From the description above, the writer can take several suggestions
such as:
1. A company should have promotion strategy to promote their company
widely.
2. A company should evaluate promotion strategy to grow up better in future
3. A company should know and understand market to find out the best
