FAKTA MARKETING RADIO: Kondisi vs Strategi Oleh : Hery Margono Workshop Penyegaran Pimpinan Radio Siaran Swasta PRSSNI-Dewan Pers 14 Oktober 2009
Beberapa Fakta Globalisasi • Globalisasi telah mendorong interaksi antara aspekaspek 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
Ideas
Products
Channels
COMMUNICATION CHANNELS Trade
Television
Music property
Radio Direct Mail
Merchandise
Newspapers
Home shopping Booklet Facebook
Activations Event
Consumer Contacts
Magazines
Internet
Cinema
Multimedia Trader, Dealer Incentives Theme Park/ Virtual Reality SMS
Out of Home Feature Film CD Rom
Internet penetration is growing fast in South East Asia 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
Source: APMF
Media is evolving and so must your marketing strategies
Ogilvy one – Asia Pacific
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
Berapa jumlah pesawat radio ?
Key Environmental Change Information:
Big noise society
Birth of Cynical consumer
Products : • • • • • • • • •
Perusahaan swasta nasional Perusahaan multinasional BUMN Pemerintah/PSA Partai Pilpres/Pilkada LSM/NGO Perorangan dll
BELANJA IKLAN
Advertising expenditure in local currency at current prices (Rupiah billion) 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007* 2008* 2009*
Total Newspaper Magazines 3,335 1,075 211 4,140 1,202 270 5,094 1,540 311 3,762 958 191 5,521 1,415 194 7,768 1,882 308 9,613 2,693 422 13,062 3,502 521 16,165 4,378 667 23,434 5,711 1,097 27,311 5,524 1,212 32,077 8,165 1,247 38,413 9,760 1,561 46,096 11,712 1,874 54,854 13,938 2,230
* projection
Source: ZenithOptimedia
TV 1,638 2,203 2,678 2,213 3,449 4,933 6,007 8,383 10,311 15,298 17,792 20,648 24,683 29,619 35,247
Radio Cinema Outdoor 170 11 230 189 10 266 206 9 350 136 4 261 187 6 269 267 8 269 329 9 202 413 9 232 516 11 279 595 13 719 781 14 884 850 15 1,150 950 16 1,437 1,140 19 1,727 1,387 22 2,052
Internet 0 0 0 1 1 1 1 2 3 3 4 5 6 8 9
Advertising expenditure
MEDIA SHARE OF ADVERTISING EXPENDITURE ADEX (Rp. billion) 100% Internet 80%
Outdoor Cinema
60%
Radio 40%
TV Magazines
20%
Newspaper
0%
#REF! 1995 1997
1999
Source: ZenithOptimedia
2001 2003
2005
2007
2009
Belanja Iklan Pemerintah dan Partai Politik 2007 - 2008
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%
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%
886
920
4%
Partyline & Horoscope
Laundry Products
Source: Nielsen Advertising Information Services 2009.
Belanja Iklan Pemerintah dan Partai Politik di Suratkabar Jan – Dec, di 93 Suratkabar 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%
Source: Nielsen Advertising Information Services 2009.
ALUR KERJA IKLAN Produsen/ Klien Rumah Produksi
Konsumen
Biro Iklan
Rumah Rekaman & Post Production
Percetakan Event Organizer
Media Iklan Riset Alur umum Alur tidak umum Alur opsional
FUNGSI PERUSAHAAN PERIKLANAN 1. 2. 3. 4. 5. 6.
Membangun konsep komunikasi Membangun strategi kreatif dan strategi media Merencanakan program kampanye periklanan Mempersiapkan materi periklanan Membeli waktu dan ruang media Mengukur efektifitas program periklanan
PERUSAHAAN PERIKLANAN • • • • • • •
Media Buyer Biro Reklame (Out of home) Creative Boutique Media Specialist Full Service Agency > Biro Iklan Layanan Penuh Brand Agency Integrated Marketing Communication 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 Product:
No distinctive products Radio A’
Radio A’’
Radio A’’’
Radio A
IMPLIKASI Strategi komunikasi memegang peranan penting bagi pelaku bisnis untuk memenangkan kompetisi.
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) • Measurable (terukur)
Strategi Pemasaran • Corporet Strategy • Marketing Strategy • Communications Strategy • Advertising Strategy
Corporate Strategy Management
Marketing
Financial
Production
Peran Komunikasi Dalam Strategi Pemasaran Target Audience MARKETING STRATEGY : -Segmentation -Targeting - Positioning
MARKETING MIX : Product Price Place Promotion Mix/IMC : - Advertising - Sales Promotion - Marketing PR - Personal Selling
Target Market
MARKETING COMMUNICATIONS
CONSUMER GOODS
INDUSTRIAL GOODS
The Effect of Various Marketing Communications Effect on each state AIDA
Public relations Advertising
:
Attention
Personal Selling
Sales promotion
Interest
Desire
Action
INTEGRATED MARKETING COMMUNICATIONS PLAN 1.SITUATION ANALYSIS
The Industry The Competition
The Institution The Communications spending
2. SWOT ANALYSIS
Opportunity Threat
Strength Weaknesses 3. TARGET AUDIENCE
Geography Demography
Psychographic Behavior
4. OBJECTIVE
Announcement persuade
Remind Behavior Change
5. COMMUNICATION PROBLEM
Category Differentiation
Product life cycle Loyalty Customer / Consumer Problem
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)
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.
Mungkinkah share belanja iklan di Radio Siaran Swasta terhadap media periklanan lainnya meningkat?
Thank You Let’s Discuss
