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

Facebook

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