CHAPTER V RECOMMENDATION

Transcription

1 CHAPTER V RECOMMENDATION 5.1 Conclusion From the research that has done by the author, according to literature study, Indonesian movie fall down again due to miss-execution on movie promotion. Ever since, it s urgently needed fresh idea to promote movies. According to the key informant, the execution of movie promotion depends on budget and the willingness of media partner to cooperate with the movie promotion, whether the media is relevant with the desired target market or not. Indicators of a successful movie are determined by marketing (promotion). Promotion is the way to persuade people to watch Indonesian movies. Besides that, another indicator are star power, strength of the story, visual quality, sounds and music quality, market trends, built in audience, marketing, good movie determination, and deliverability. Market segmentation for Indonesian movies determine by age, in which the most favorable target market is teenager around 16 to 24. There are no clear positioning for Indonesian movies. The positioning that movie viewers grant to Indonesian movies: it is on the second choice not on top choice. Otherwise it s only no.2 movies after Hollywood and others. It s proven by the total amount of Indonesian movie viewers on 2006 which is only 34%, and strengthens by the consensus that Indonesian movie nowadays in doubts have a high quality. It indicates that Indonesian movies not yet having a high quality. Focus group outcomes wrap up people s perception that Indonesian movies are having poor quality, no innovation, and only follow the recent trends. From all the critiques to Indonesian movies, afterward another thing to make up is changing people s perception about quality. So, they won t be allergic to watch Indonesian movies. As a result, it will increase the market share for Indonesian movies. Most of the respondents watch Indonesian movies due to several considerations, for instance the content and quality of the movies (the 43

2 story, actor & actress, director) along with recommendation from friends. Qualified movie is scored by majority opinion, hence it is strengthen the fact that majority opinion really influence the notion about a movie that must be watched, as well massive promotion influence their perception of a good movies. To attain desired target market, their habit and preferences need to be identified. Surveys by questionnaires confirm that teenagers are mostly mall generation, who spend their hang out time in mall with theatre sets up inside. Besides mall, their school/university spot is also the place where the desired target market exists. They go to theatre 1 2 times a month by friends influence, some influence by movie promotion itself. The most favorable movie genres are comedy, followed by horror movies, and romance movies. So it s no wonder why production house mostly produce those movie genres. It is important to identify the media consumption habit, in order to determine which media that will be effective and relevant with desired target market. Most of the respondent watching TV (66,7%), using internet (12,3%), listen to the radio (8,8%), reading newspaper (8,8%), reading magazine (2,5%) and reading tabloid (1%). Since most of the respondent frequently watching TV, the promotion will be emphasized on Trans TV, Trans-7, Metro TV, and RCTI in TV shows (cinema, talk show & komedi situasi) around Besides that, the media promotion that will be used for Indonesian movies are Ninetyniners Radio, Prambors Radio, OZ Radio, Friendster, Youtube, Go Girl Magazine, FHM, Pikiran Rakyat and Kompas. Since respondents don t read tabloid, consequently tabloid will be removed from media lists. For outdoor media, billboard, poster, and teaser (alternative media) also will be used. All the media that are mentioned above as the result from quantitative research will be applied as the media for Indonesian movie promotions. The findings on perception of Indonesian movies interrelated with 44

3 critiques to the movie quality will be the key issues in order to develop strategy for movie campaign. 5.2 Recommendation Message Strategy On the mind of desired target market, the position for Indonesian movie is on second choice after Hollywood movies, as Indonesian movies not yet having good quality. The message strategy will be focus on these phenomena. The first phenomenon is the perception of Indonesian movie regarding to poor quality. The second phenomena, Indonesian movie isn t on top choice. However, to be equal with Hollywood movies will be a long time journey and almost an impossible obsession to achieve in recent times. It needs a long time to shift the paradigm, as the perception and positioning that people already granted hardly being changed. Therefore to be a second choice will be hard to re-position but being no.2 can be a good positioning strategy. It depends on the way message is delivered through target market and bring the idea of being no.2 into positive thing. We need to convince the desired target market, though Indonesian movies are not yet having good quality, but the quality will be improving gradually. It is to induce the movie viewers, so they won t feel allergic to watch Indonesian movies and pull their desire to watch Indonesian movies in order to support Indonesian movies improvement. Basically, these goals will be achieved by building communication to change perception, quality improvement delivery, and brand capitalization after the quality is proven. Using affective message strategy invokes feelings and emotion to enhance the likeability of Indonesian movies and recall of the appeal to be chosen. The basic message for the movie campaign and the new image that want to be obtained is: Indonesian movie though can t change the fact of being no.2 movies, but the movie makers will work hard to improve the quality of Indonesian movies. Therefore supports from the 45

4 moviegoers are extremely needed. It is to gain sympathy from movie viewers and also take advantage the sense of nationalism. The message will be: (1) We ready to change, (2) We only no.2, but we try harder, (3) We can t beat Hollywood but we try even harder, (4) We re trying harder than ever, (5) Support our national movie industries, (6) Be a part of every improvement in Indonesian movies / Be a part of change, and (7) Jadikan Film Indonesia tuan rumah di negeri sendiri Strategic IMC Mix The IMC strategy will be using advertising (heavy usage), publicity (medium usage), and sales promotion (low usage) due to media consumption habit and other findings that has been discussed in Chapter IV. The importance of every aspect in IMC will function as one voice, due to the need to keep focused on the positioning to change perception and persuasion to support Indonesian movies throughout the marketing mix. Advertising The first goal of advertising is to create awareness and build brand image that Indonesian movie is shifting forward to accomplish quality improvement. Other purpose is to persuade people to be a supporter of Indonesian movies by watching each Indonesian movie so movie viewers can be an eyewitness of the change process and improvements in Indonesian movies. It will be a heavy usage of advertising rather than other IMC mix in order to create awareness of new image positioning and build brand image. There will be a similarity between one advertisement and another in developing successful advertising campaigns. Another term, continuity, is used to describe the relationship of one ad to another ad throughout a campaign. This similarity or continuity may be visual, verbal, aural, or attitudinal 46

5 Publicity To make sure that quality is well-delivered, Hollywood has an association called Hollywood reporter consist by a lot of famous and trustable movie reviewers such as Pauline Keel (R.I.P), Leonard Matins, and Roger Ebert. People there are truly believed with these reputable movie reviewers. Moreover, they re watching movie based on the recommendation from movie reviewers. To convince people that Indonesian movie is qualified, then we need a competent and reputable movie reviewers who have accurate assessment on the whole movie aspects and trustable like the Hollywood reporters. Therefore people can follow the quality improvement of Indonesian movies and each movie makers will work harder to deliver a superior movie quality. Because a negative story about moviemakers (production house) can be very damaging for the reputation and credibility. Also Indonesian movies need an ambassador or spokesperson that can deliver the image of good quality such as Kristin Hakim, Dian Sastro, Nicholas Saputra, Dedy Mizwar, Garin Nugroho, etc. The usage of publicity will be medium in movie promotion, given that publicity as the assurance of the message in advertising. Publicity is an instrument which will confirm the promise of quality improvement. The function of publicity is to develop credibility of Indonesian movies by delivering quality matches to promise also to raise visibility through public speaking and media relations. Sales Promotion The role of sales promotion is to support and reinforce advertising campaign. These promotional tools encourage consumers to make an actual purchase and thus can stimulate purchase by providing extra value or incentives to the ultimate consumer. To tie people to continuously watching Indonesian movies and be a part of every improvement in Indonesian movies, they will get a privilege card as supporter of Indonesian movies and every time they watch 47

6 Indonesian movies they will get a point which will be accumulated and can be exchanged into badge and other merchandise. The usage of sales promotion will be low, because the sales promotion supposes to be a responsibility of movie distributor and here only one program of sales promotion that recommended supporting Indonesian movie campaign. Besides this, event marketing will support sales promotion. Event marketing, as a symbol of national movie uprising and launched coincide with Independence days. The event marketing itself will be Indonesian movie festival Media Plan The media that will be used for movie campaigns are print media, broadcast media, outdoor media, and internet due to findings in survey questionnaires, as shown on figure 5.1 below: Figure 5.1 Media Plan Print Media Print media will be used as a tools for advertising and to gain publicity. Due to surveys questionnaires, the print media which suitable for the desired target market are: - Newspaper Advertise on Pikiran Rakyat and Kompas as long as two weeks on checker board, the materials are series of Indonesian movie from 48

7 past until now, without any information given, in order to remind people about the existence of Indonesian movies and let people think what s the ads about. Then coincided with Independence day, the answer of all the ads before will be appeared in full page. Newspapers are also well-known for having good credibility in fair publicity. Information related to Indonesian movies will be more, since the role of newspaper is giving broad information from all aspects. Publicity has a big impact here in every movement of Indonesian movies along with the role of movie reviewers and assessment of promise delivery in improving movie quality. Newspaper acts as blueprints of every achievement in Indonesian movie quality, because newspaper provides facts also to make Indonesian movie campaign as headline news. - Magazine Go Girl and FHM are monthly magazine related to fashion, lifestyle and music. Recent trends in movie will be applied into fashion, music and lifestyle sections. Magazine is a media for publicity in Indonesian movie movements. Broadcast Media - Television Television as above the line media for advertising, will play its role coincide with independence days, after several below the line media activities finish creating awareness and curiosity. TVC will answer the message that actually being set to people. The commercial continue the previous story. The TVC, with concept of slice improvement in Indonesian movies from the past until now, will be place on Top 4 TV Stations in a very specific TV show which is Bioskop Trans TV, Mega Film TV, 4 Mata, Oprah, and Extravaganza. Besides TVC, there will be a blocking time by producing a TV show which broadcast monthly, reviewing Indonesian movies. Publicity activities on television will take benefit from talk show such as Empat Mata. Talk show with spokesperson, testimonials about Indonesian movie from known and unknown individuals, and problem solution for Indonesian 49

8 movies. Also carry out Indonesian movie campaign as headline news. - Radio The movie campaign in radio will embrace Ninetyniners, Prambors, and OZ Radio in the morning show and request time. Radio acts as the theatre of mind. The duty is to create awareness, curiosity, and keep people remembering Indonesian movies from the morning until night. By using white space, a 60 second spot may start with music or sounds effect with no copy for 45 seconds, bringing the listener s curiosity into play and leaving them wide open to accept the provocative message about Indonesian movies. Followed by, creating dialogue about Indonesian movies. Out of Home Media Outdoor media, as part of below the line advertising media, will appear first to quickly create awareness and curiosity of people. Outdoor media creates continuity for a brand or message by extending basic advertising theme beyond traditional media. The outdoor media that will be used are: - Billboards Billboards will be place in strategic place and high traffic location on the way to PVJ, BIP, and Ciwalk. It will be moveable billboards that are moved from one fixed location to another one in the market at regular intervals. - Posters The posters will be placed on the school or university spot, in order to make propaganda and increase the level of awareness since the out of home media will appear everywhere the target market goes. - Teaser (Alternative Media) Ads on theatre s toilet according to behavior that people are shown. After watching movies, they ll go to the toilet. The teaser (alternative media) such as post it as a reminder for people to watch Indonesian movies. Post it is very personal. Series postcards give a movie preview partly from the beginning of Indonesian movie until now and trigger curiosity. Furthermore, the 50

9 series postcard in the end will form a story of Indonesian movies development, the postcard series is a TVC component. Petition spanduk to gain a support for Indonesian movies by encourage people to give their signature as a form of their support. It is a blank spanduk along the strategic street (for instance: Dago street). Internet Friendster is the most frequently accessed website; ads can be placed on friendster. Besides that, Indonesian movie itself can create account or group in friendster, so the desired target market can join the group and be able to be up dated from every step that Indonesian movie s made. Some feature like blogs and bulletin boards can be tools to give information on Indonesian movie improvements. In Youtube, we can upload videos, movie trailer, and every stage of Indonesian movie improvements to be share to desired target market Milestone Figure 5.2 Media Scheduling The first promotion media that will be appeared are the below the line media such as Billboards, Series Postcard, Post It, and ads on theatre s toilet then come up next is print ads on newspaper. First it is designed to create awareness and curiosity of people. People will only get the clue by a part of scene in Indonesian movies starting from the past until now. Radio spot and ad-lips will be the provocateur to make people become more curious. Coincide with Independent days (17 th August), then the 51

10 above the line media appear. The TVC will answer the curiosity of people and comes with the message as mention on part enhance by the talk show about Indonesian movies, and TV shows which is produced to support the publicity and message promise delivery Role of Independent Organization Indonesian movies are below the supervision of Culture and Tourism Department (Departemen Pariwisata dan Kebudayaan). Since the credibility and reputation of this organization are now distrusted due to unpleasant incident of the recent FFI (Festival Film Indonesia). After that incident, MFI (Masyarakat Film Indonesia) as an independent organization separate from the government has established as an organization which sounding the change in Indonesian movies. The role of MFI becomes very important in Indonesian movie improvement as a trustable national organization but non-government that support all the activities related to Indonesian movies. Along with MFI, also already establish Cinema Club (Cineclub) that also supports the improvement of Indonesian movie itself because it is a forum for movie lovers and movie makers. MFI and Cineclub as an independent organization can be more flexible in doing activities moreover movie campaign therefore both organization can be an initiator for the change and improvement of Indonesian movies by executing Integrated Marketing Communication approaches as mention above to facilitate Indonesian movies improvements. 52