FAKTA MARKETING RADIO: Kondisi vs Strategi PERIKLANAN RADI… · keamanan menjadi makin intens dan...
Transcript of FAKTA MARKETING RADIO: Kondisi vs Strategi PERIKLANAN RADI… · keamanan menjadi makin intens dan...
FAKTA MARKETING RADIO:Kondisi vs Strategi
Oleh : Hery Margono
Workshop Penyegaran Pimpinan Radio Siaran SwastaPRSSNI-Dewan Pers
14 Oktober 2009
Beberapa Fakta Globalisasi• Globalisasi telah mendorong interaksi antara aspek-
aspek politik, ekonomi, sosial, budaya, pertahanan dankeamanan menjadi makin intens dan makin kompleks.
• Globalisasi telah mendorong tantangan maupun peluangyang dihadapi pelaku usaha menjadi sangat dinamik
• Pelaku usaha yang mampu mengantisipasi dinamikaperubahan yang sangat cepat pasti akan survive.Sebaliknya yang tidak memiliki kemampuan melakukanperubahan akan tersingkir dari permainan.
• Komunikasi memainkan peran yang sangat pentinguntuk mengantisipasi dinamika perubahan.
Three Elements Of Communications Planning
Consumer
Products Channels
Ideas
ConsumerContacts
TelevisionRadio
Newspapers
Activations
Event
Magazines
Cinema
Out of Home
Feature Film
CD RomSMS
Theme Park/Virtual Reality
Trader, DealerIncentives
Multimedia
Internet
Booklet
Home shopping
Merchandise
Music propertyTrade
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
Source: APMF
Media is evolving and so must your marketing strategies
Ogilvy one – Asia Pacific
Data Penggunaan Mediadi 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 Big noise societyInformation:
Birth of Cynical consumer
Products :
• Perusahaan swasta nasional• Perusahaan multinasional• BUMN• Pemerintah/PSA• Partai• Pilpres/Pilkada• LSM/NGO• Perorangan• dll
BELANJA IKLAN
* projectionSource: ZenithOptimedia
Advertising expenditurein local currency at current prices (Rupiah billion)
Total Newspaper Magazines TV Radio Cinema Outdoor Internet1995 3,335 1,075 211 1,638 170 11 230 01996 4,140 1,202 270 2,203 189 10 266 01997 5,094 1,540 311 2,678 206 9 350 01998 3,762 958 191 2,213 136 4 261 11999 5,521 1,415 194 3,449 187 6 269 12000 7,768 1,882 308 4,933 267 8 269 12001 9,613 2,693 422 6,007 329 9 202 12002 13,062 3,502 521 8,383 413 9 232 22003 16,165 4,378 667 10,311 516 11 279 32004 23,434 5,711 1,097 15,298 595 13 719 32005 27,311 5,524 1,212 17,792 781 14 884 42006 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 62008* 46,096 11,712 1,874 29,619 1,140 19 1,727 82009* 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.
Belanja Iklan Pemerintah dan Partai Politik 2007 - 2008
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 SuratkabarJan – Dec, di 93 Suratkabar
Source: Nielsen Advertising Information Services 2009.
Konsumen
Produsen/Klien
Biro Iklan
Media Iklan
Rumah Produksi
Rumah Rekaman & Post Production
Percetakan
ALUR KERJA IKLAN
RisetAlur umumAlur tidak umumAlur opsional
Event Organizer
FUNGSI PERUSAHAAN PERIKLANAN
1. Membangun konsep komunikasi2. Membangun strategi kreatif dan strategi media3. Merencanakan program kampanye periklanan4. Mempersiapkan materi periklanan5. Membeli waktu dan ruang media6. 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
Radio A
Product:
Radio A’
Radio A’’
Radio A’’’
No distinctive products
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
• Advertising Strategy
• Corporet Strategy
• Marketing Strategy
• Communications Strategy
Marketing
Financial Production
Management
Corporate Strategy
Peran Komunikasi Dalam Strategi Pemasaran
MARKETING STRATEGY :-Segmentation-Targeting- Positioning
MARKETING MIX :ProductPricePlacePromotion Mix/IMC :- Advertising- Sales Promotion- Marketing PR- Personal Selling
Target Audience
Target Market
MARKETING COMMUNICATIONS
CONSUMER GOODS INDUSTRIAL GOODS
The Effect of Various Marketing Communications
Effectoneachstate
Public relations Personal Selling
AIDA : Attention Interest Desire Action
Advertising Sales promotion
3. 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 KegiatanADVERTISING , 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 Swastaterhadap media periklanan
lainnya meningkat?
Thank You
Let’s Discuss