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Marketing radio.kpid
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Transcript of Marketing radio.kpid
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B. Natalia Sari Pujiastuti, S.Psi, M.Si(Naneth)
Dosen KomunikasiUNIKA SOEGIJAPRANATA
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@neth_pretty
wa/hp : 081 390 38 7552
B. Natalia Sari Pujiastuti, S.Psi,
M.Si (Naneth)
- Ketua Program Studi Komunikasi UNIKA SOEGIJAPRANATA
- Owner dari CV PRAWITANADI, produsen Tas Batik TRASTY www.trastybatik.com
- Trainer bidang Komunikasi dan PR- Founder PR Community - Pengurus HIPMI Jawa Tengah, Ketua Asosiasi UKM Jawa
Tengah - Pendidikan : S1 Psikologi , S2 Magister Komunikasi- Pengalaman kerja di berbagai bidang komunikasi, Public
Relations dan HR terakhir sebagai Public Relations PT Indofood Sukses Makmur tbk Noddle Divison JawaTengah
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Why Businesses
SHOULD Use Radio
Advertisements ?
Why Businesses
SHOULDN’T Use
Radio
Advertisements ?
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•Penetrasi Radio Indonesia : 101 Juta•Pengguna Facebook Bulan Desember
2010 : US (146 Juta), Indonesia (31 Juta)
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Sumber : ZenithOptimedia, RAB, Nielsen, PRSSNI
Dunia Amerika Indonesia
$ 39 B $ 16 B Rp 630 MBelanja Iklan Radio
$ 504 B $ 117 B Rp 48,5 TBelanja Iklan Media
7,8 % 13 % 1,3 %Belanja Iklan Media
Belanja Iklan Radio
2009
US : 1 Radio Untuk 30 Ribu Orang, Indonesia : 1 Radio Untuk 100 Ribu Orang
Perbandingan Bisnis Radio
Rata2 Negara Dunia
Membelanjakan Iklan
Radio 6X Lebih
banyak
Melalui Inovasi : Teknologi, Proses Bisnis, & Model Bisnis
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Radio Listenership
vs. Newspaper Readership
Sources: NY Times, Newspaper Association of America, Radio Advertising Bureau
Radio is steady-Newspaper is in free fall
% of U.S. Population
Radio Listenership
vs. Newspaper Readership
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Bagaimana Meningkatkan Pendapatan Radio [via “Local Ads”]
Website Radio 1 : Kota/Kab A
• Iklan Kelompok Travel• Iklan Kelompok Local
Biz
Website Radio 2 : Kota/Kab B
• Iklan Kelompok Travel• Iklan Kelompok Local
Biz
Website Radio N : Kota/Kab Z
• Iklan Kelompok Travel• Iklan Kelompok Local
Biz
Travel : Kota/Kab A
• Info Obyek Wisata & Audio Guide• Info Kuliner• Info Hotel & Penginapan• ... Dll
Local Biz : Kota/Kab A
• Info Jual Beli Motor & Mobil• Info Jual Beli Properti• Info Jual Beli Komoditas• Info Jasa-Jasa Lokal• ... Dll
Radio Collaboration 2.0[suararadio.com]
Perubahan Paradigma di Industri Iklan Lokal
Potensi Iklan Lokal : Rp 2 T s/d
Rp 5 T [5% s/d 10% National Ads]
NB : Biaya Iklan Baris di Koran Rp 5O Ribu/Hari
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“Local Ads Sharing”[Meningkatkan Pendapatan Radio dg Iklan Lokal]
Rp 50 Ribu
Rp 25 Ribu
Rp 25 Ribu
PemasangIklan Lokal
Per Radio
Penyedia Teknologi & e-Payment (Telkom) & Mitra-Mitranya
300 Pengiklan
3.000 Member
2012 2015
Rp 7,5 Juta
Perbulan
Rp 75 Juta
Perbulan
PerMinggu
Perminggu
Minggu
Radio Selain Menjual Iklan On-Air & Juga Iklan “Lokal” On-line
NB : Biaya Iklan Baris di Koran Rp 5O Ribu/Hari
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KARAKTERISTIK KOMUNIKASI MASSA
1. Sifatnya yang satu arah
2. Selalu ada proses seleksi, misalnya setiap media memilihkhalayaknya
3. Kompetisinya selalu berlangsung ketat
4. Untuk meraih khalayak sebanyak mungkin, harusberusaha membidik sasaran tertentu
5. Komunikasi dilakukan oleh institusi sosial yang harus pekaterhadap kondisi lingkungannya
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• KORAN, dianggap segera berakhirketika ada televisi, tetapi koranmampu bertahan
• MAJALAH, banyak majalah terpaksatutup, namun yang bersifat khususmasih bisa eksis, seperti khususwisata, olahraga dll
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MEDIA DEWASA INI
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•MEDIA SIARAN, radio kian terdesak olehtelevisi, jangkauan siaran menyempit, sehinggaradio yang melayani wilayah kecil yang eksis
• FILM, merosot di AS
• BUKU-BUKU,kontras dengan film, bukusemakin meningkat.
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CASE STUDY
Disadari atau tidak “plastic surgery”sudah menjadi bagian dari budaya yangdibesarkan oleh media massa.
Saat ini, mitos wanita cantik sudahbergeser yang sebelumnya wanitacantik itu adalah wanita yang terlihatnatural dan alami, sekarang berubahmenjadi wanita cantik seperti layaknyaboneka barbie.
Wanita didunia seakan berlomba-lomba menjadi wanita tercantik denganmelakukan berbagai permak diwajahnyaagar terlihat sempurna.
MITOS WANITA CANTIK
A LA KOREA SAAT INI
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Iklan di Radio……
• Takut Tidak di Siarkan
• Tidak Ada Bukti Siar
• Penyiar Error (lupa muter)
• Murah, frekwensi dikurangi di tengah jalan
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Iklan di Radio……
• Promosi = jualan
• Barang harus laku
• Tidak tahu fungsi Radio
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Iklan di Radio……
• Banting Harga
• Black Bonus
• Sikat Habis
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Iklan di Radio……
• Radio minim data pendengar
• Survey radio hanya di kota besar
• Survey di ‘sangsikan’
• Pendengar radio daerah hanya persepsi
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Iklan di Radio……
• Pamer data media & hardwhare
• Jualan On Air saja
• Hanya menunggu order
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Iklan di Radio……
• Organisasi radio tidak bisa berbuat banyak
• Iklan serentak harga murah
• Tidak merata ke seluruh anggota
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Need >< Wants
“Jangan pernah mempresentasikan
Featurtes tanpa mengaitkan dengan
Benefits”
Features >< Benefits
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Apa yang kita jual di radio ?
Pendengar/People
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Pendengar/People sekarang membutuhkan Content
• BAGUS
• BERVARIASI
• BERMANFAAT
• yang DIBUTUHKAN (Apa, Kapan & Dimana Saja)
Perubahan Perilaku Pendengar
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Why?
Life style / Cara mendengar radio DULU dan SEKARANG berbeda
Kenapa Radio Harus Berubah
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Web Technology
Mengapa Radio Perlu Berubah
Extinct???
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For Today Generation
Digital PhenomenonLong Tail Economy
Fenomena Digital
VS
Broadcast Era
Bringing one show to millions people
JADUL
Broadband Era
Bringing a million shows to one person each
KINI
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Sifat Radio sekilas, membuat pendengarkadang belum tercukupi kebutuhan Informasi& Hiburan dari radio On air / radio 1.0
Keterbatasan /Ketersediaan Perangkat
SOLUSINYA
Digital Radio 2.0 (Inovasi Teknologi Untuk Mendukung Inovasi Proses
Bisnis & Model Bisnis Radio)
Bagaimana Jalan Keluarnya
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Radio Collaboration 2.0[Fokus : Create New Radio Ecosystem]
Kolaborasi Radio Konten [Audio, Text/Image,
Multimedia]
Pendengar Radio/Masyarakat/
Radio Member
Stasiun Radio
Stasiun Radio Stasiun Radio
Informasi, Pendidikan, &
Hiburan
Reporter
Reporter
Music / Song
Provider
RADIO CONTENT 2.0 :
AUDIO BASED INFO,
EDUCATION, &
ENTERTAINMENT CENTER
Audio Product
Provider
KPI/KPID
Monitoring
Siaran
Biro Iklan :
Monitoring &
Analisis Audience
& Dampak Iklan
Satu Pintu Untuk Semua Kebutuhan Konten Audio
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Flashback: Radio & Game Changing
1920
SW/MW
AM/FM
1985
DAB
Radio was
Pioneer on
Free & Legal
Music Royalti Musik Dibayar
Melalui “Ads”
Livestreaming
1999
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Live Streaming with Realtime Online Data
Dynamics Live Streaming
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Keep your Friends update, while promoting / advertising content
Optimized Social Marketing
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Single Screen for
Multi Channel Request Monitoring
Multi Request Integration
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PREDIKSI 2012-2022
(“Red Ocean” in Radio & Music Industry)
3 ScreenSmartphoneComputerSmarTV
Radio
Music
Player
Radio Services
Free Music
Music Service
Paid Music
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New Lifestyle for Listening & Radio Management through Mobile Office
Listening Everywhere, Broadcasting Anywhere
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Radio Widget Available at Online Application Store
Radio on Application Market
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KlubRadio & Member Benefits
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Thank you, any questions?
B.Natalia Sari Pujiastuti,
S.Psi, M.Si
(naneth)
Hp. 081 390 38 7552
Hp. 0858 6665 7552
@neth_pretty