THE PROMOTION STRATEGY OF BIS PRODUCTION EVENT ORGANIZER FINAL PROJECT REPORT

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1 THE PROMOTION STRATEGY OF BIS PRODUCTION EVENT ORGANIZER FINAL PROJECT REPORT Submitted as a Partial Requirement Degree in the English Diploma Program, Faculty of Letters and Fine Arts, Sebelas Maret University Vitria C ENGLISH DIPLOMA PROGRAM FACULTY OF LETTERS AND FINE ARTS SEBELAS MARET UNIVERSITY 2013

2 APPROVAL OF CONSULTANT Approved to be examined before the board of examiners, English Diploma Program, Faculty of Letters and Fine arts, Sebelas Maret University Final Project Report : THE PROMOTION STRATEGY OF BIS PRODUCTION EVENT ORGANIZER Name : Vitria NIM : C ii

3 APPROVAL OF BOARD EXAMINERS Accepted and approved by the Board of Examiners, English Diploma Program, Faculty of Letter and Fine arts, Sebelas Maret University Report title : THE PROMOTION STRATEGY OF BIS PRODUCTION EVENT ORGANIZER : Vitria NIM : C Examination Date : 15 January 2013 The Board of Examiners : 1. Drs. Budi Waskito, M.Pd NIP Chairman 2. Fitria Akhmerti P. SS. MA NIP Secretary 3. M. Taufiq Al Makmun,S.S NIP Main examiner iii

4 MOTTO Be your self and think positive Nobody is perfect, but we can do the best iv

5 DEDICATION This final project is dedicated to : My beloved parents My whole family My consultant, M. Taufiq Al Makmun,S.S My friends v

6 PREFACE The Promotion Strategy of BIS Production Event Organizer shed in BIS PRODUCTION event organizer in Solo. This report describes promotion strategy in general and focuses on proposing promotion strategy for BIS production. I completely realize that my final project report is far from being perfect. However, it will be a precious thing if my report can add the information and knowledge for many people. vi

7 ACKNOWLEDGEMENT Firstly, I would like to thank ALLAH SWT, for blessing me and guiding me during the writing of the final report. I also express my gratitude to all of people as follows : 1. Drs. Riyadi Santosa, M.Ed,Ph.D the Dean of Letters and Fine Art Faculty and Yusuf Kurniawan, SS, MA, the Head of English D3 program, for the approval of this final project. 2. M. Taufiq Al Makmun,S.S, MA as the consultant and supervisor who patiently and sincerely give me guidance, support, advice, suggestions, explanation, correction and motivation in finishing this final project. 3. M. Farkhan M, S.Ag, M.Ag as my academic consultant who patiently give me guidance and suggestion in academic matters. 4. All of the lectures of English Diploma program who have given the best things in my life. 5. My husband, Timbul Rachmanto,. Thanks for your support during my study in this college. You give me everything whose I need. 6. My whole family, especially my parents. Thanks for your care and pray. Thus, It is easy for me to do all 7. All my friends in BIS Production, Awang, Projo, Jumali,etc. thanks for the information. I miss you so much. 8. My brother, Wira Petto. I miss your advice. You accompany me when I feel down. And you give me support every time. vii

8 9. All of my friends in English diploma program. Thanks for all. ways remember all moments with you. I hope this final project is able to give beneficial significance for the readers. Surakarta, 15 January 2013 Vitria viii

9 ABSTRACT VITRIA, 2013, THE PROMOTION STRATEGY OF BIS PRODUCTION EVENT ORGANIZER, English Diploma Program, Faculty of Letters and Fine Arts, Sebelas Maret University. This final project is written based on the job training as a public relations officer at BIS Production in Srigunting V number 14, Gremet, Manahan, Solo. This final project report discusses the promotion of BIS production. By observing, interviewing and taking note, the writer collects information for completing the final project. The writer also uses descriptive qualitative research to describe object qualitatively. This final project is used to evaluate and to propose the promotion strategy for BIS Production event organizer. The writer also finds the effective promotion strategy for BIS production for the solution of the promotion problem. They are, determining segmentation, giving free information, joining at community, avoiding copying from popular product, and considering competitor as a friend. The answers can be used by the reader to improve their knowledge about a good strategy of promotion and makes use it for their company existence. ix

10 TABLE OF CONTENTS TITLE... APPROVAL OF CONSULTANT... APPROVAL OF BOARD OF EXAMINERS... MOTTO... DEDICATION... PREFACE... ACKNOWLEDGEMENT... ABSTRACT... TABLE OF CONTENTS... i ii iii iv v vi vii ix x CHAPTER I INTRODUCTION... 1 A. Background... 1 B. Objectives... 3 C. Benefit... 3 D. Methodology... 4 CHAPTER II LITERATURE REVIEW... 6 A. Public Relations... 6 B. Event Organizer... 8 C. Promotion... 9 CHAPTER III DISCUSSION A. Definition of BIS Production B. New Promotion Strategy for BIS Production x

11 CHAPTER IV CONCLUSION AND SUGGESTION A. CONCLUSION B. SUGGESTION BIBLIOGRAPHY APPENDICES xi

12 1 CHAPTER I INTRODUCTION A. BACKGROUND Nowadays, an institution wants to manage an event easily. Most of them look for the easiest solution for the problem while they still can do the other activities. They have initiative to use services from other institution to hold their event. They can do negotiation to manage profit to pay the service. Event organizer (EO) is a solution to answer the problem. This is created by several people who make use of the big chance where people think easy and simple. The event organizer will organize all events in detail started from preparing until finishing. The EO provides everything that client need in managing the event so client is not busy to hold this. The client only pays based on cost. This is one of services from EO to hold an event. This event can be divided into two categories based on place of event. They are outdoor and indoor event. Each EO usually has uniqueness compared to the other. As an organizer of entertainment events, the function of public relations is very important, it makes a good communication to public. Communication skill has important role to solve its problems. A good communication can also attract more clients. Besides that, Public Relations also does promotion. The EO still needs to increase promotion to compete with the other EO. Considering that there are a lot of event organizers, started from small to big EO capacity. So, strategy of promotion from public relations officer (PRO) is 1

13 2 needed in this case. Therefore, the event organizer (EO) will get a good image as a qualified EO. And it can be trusted Event Organizer. BIS Production is one of famous event organizers in Solo. This is a small EO that has many events in Solo. This EO is located on Jl. Srigunting no 15, Gremet, Manahan. It is also called creative team work. This EO trains all workers to think innovatively to create a spectacular event in Solo. They always find out good strategies to face competitors in Solo. So that, PRO as a front line is very important in this case to arrange programs especially promotion. The promotion is used to attract more clients, because there many competitors. This event organizer pays attention on its service system for the sponsorships. Thus, the best service and satisfaction of the customers can always be fulfilled. Besides that, the writer is interested in the existence of the EO that has sufficiently attracted a great attention from a company, an institution, or an organization wanting to promote their product or service with EO media. In fact, an EO is important media for promotion. Moreover, the EO has raised the standard of living of its workers through its commercial profits. job training at BIS Production event organizer, one of the famous EO in Solo. The writer focuses the discussion at the promotion strategy for PRO in a promotion strategy of BIS event organizer. The writer finds some problems especially in a promotion strategy needed by the writer to be discussed when the writer has finished the job training in BIS event organizer.

14 3 B. OBJECTIVES The aims of this report are : 1. To evaluate the existing of promotion strategy for BIS Production. 2. To propose new promotion strategy for BIS Production C. BENEFITS Hopefully this report will give benefits for some parties : 1. The Readers The readers will get some additional knowledge about the function of public relations in a promotion strategy at BIS event organizer. The final project is completed by effective strategy in promotion which can be used by the reader. 2. The Company The company can get more profits in order to improve its existence in general society by improving promotion strategy. They will get some tips to change the traditional strategy of promotion to get new strategy which is useful for theirs. The new promotion strategy is based on reality and reference from responsible sources to improve their capability.

15 4 D. METHODOLOGY 1. Research Design This research is a descriptive qualitative research to describe object qualitatively. It is started from the history of object until the problem appearing there. It is important to describe the object clearly and systematically started from reality, character, and problem happened there. Descriptive qualitative research is not only knowing about the distribution and data activity but also base of decision taking. 2. Data A primary data are taken by observation and interview. Observation is done in BIS event Organizer office. Interview is proposed to BIS production staffs and people from the other EO. Besides that, a secondary data are collected by note taking from BIS Production and library research. 3. Methodology The writer collects data through three ways, they are : a. Observation The writer does observation directly toward all activities in BIS Production, started from preparing, holding and evaluating the event. However, the writer focuses in Promotion during the job training. The writer tries to learn the promotion strategy before. It can be seen from the media and the ways to promote the EO. From observation above,

16 5 the writer finds solution to improve promotion strategy that will be described in next chapter. b. Interview The writer writes down the statement from the staff of BIS and society by interviewing. This information can be used to create decision. Thus, the writer will find out the answer to solve the problem in BIS Production, especially in a promotion. c. Note Taking The writer collects notes, brochure or leaflet related to BIS production. Besides that, the writer also finds the theory from books related to promotion strategy. This report can be used to make decision in media promotion. 4. Data Analysis Technique The writer analyzes data from several steps. The data are obtained from observation and interview, then the writer carries on by interviewing respondents. The writer also collects leaflet about BIS Production to support information. Then the data are listed and displayed in a note to understand the promotion strategy in BIS production. Besides that, the writer also analyzes and interprets each point of interview by using the theory of promotion strategy. Finally the writer draws the conclusion from the data to answer the objectives.

17 6 CHAPTER II LITERATURE REVIEW A. Public Relations 1. Definition of Public Relations There are many definitions about Public Relations from several sources. Basically, PR is a management function maintaining a mutual understanding and cooperation between an institution and its public to create a good reputation. A reputation is a final goal achieved by public relations officers. The definition is supported by the foundation for PR research and education in the practice of PR, which defines PR as ; Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. ( Public relations is a management function which tabulates public attitudes, defines the policies, procedures, and interests of an organization, followed by executing a program of action to earn public understanding and acceptance. (Edward Louis Bernays in Keith Butterick, 2012 :8) Public relations is a management function establishing and maintaining mutual beneficial relationships between an organization and the public on focuses or failure depend ( Keith Butterick, 2012: 8) 6

18 7 2. Functions of Public Relations The aspect of public relations is divided into three categories of public relations function according to Diah Kristina in Bahasa Persuasif dalam Public Relations (2001: 4.) They are : a. Representational The implication of representational in public relations role is to help persuading and promoting the institution to public. Representational is divided into several factors like rhetorical, oratory and advocacy. b. Dialogic Dialogic includes negotiation and peace making. Most of PRO must have this skill because it can support role of public relations. PRO cannot deal everything if they have no negotiation skill. Sometimes, a good negotiator is a peace maker. c. Advisory The last one is advisory. We can say by counseling. This part learns how to give advice and discussion. Beside two abilities above, PRO can be an advisor every time when they needed. A good PRO is not only listening but also doing and understanding about everything happened in their institution. Therefore, they can give solution toward its problem and how to face the trouble.

19 8 B. Event Organizer 1. Definition of Event Organizers An event organizer is a professional service on holding an event. The role of the EO is to help a client to hold event from opening to closing. ( An event Organizer (EO) is everything about a team work. It is an organization consisting of several people which have function to hold the event started from the opening to closing. (ArifinWijaya, 2. The type of Event Organizer There are several categories of EO based on type of event, such as : a. MICE : Meeting, Incentive, Convention, Exhibition). E.O. It means that the event organizer does the program based on the business above. b. One Stop Service Agency: A big event organizer is able to hold a spectacular event until international scale. c. Wedding organizer: An EO which is chosen to hold wedding d. Brand Activation ; An EO helps the client to promote product for increasing selling by interacting with audience. e. Music and Entertainment : An EO that has specialization in holding entertainment, especially music.

20 9 f. Birthday Organizer: An EO which has ability to hold and handle birthday party. g. Private party Organizer: An EO organizing private party, generally for rich society. h. Promotion brand Marketing Mix Marketing, Outdoor/indoor ( 7 Lagkah Jitu Membagun Bisnis EO, Yudhi Megananda, C. Promotion 1. Definition of Promotion Promotion is an activity of company to communicate their product and to persuade a consumer for buying this product. (Kohler, 2006, Promotion is a broad term. Basically it is a method that communicates a message from a seller to a buyer, in order to influence beliefs or actions. Since business success depends on standing out in a sea of competition, people are constantly coming up with new and innovative ways to get their message across to the potential customers. (Belch and Belch, 2009, ) Promotion is an activity done by marketing to inform, persuade, influence a opinion for buying their product. (Grewal and Levy,2008,

21 10 2. Goals of Promotion There are three goals of the promotion wanted by a company, such as : a. Informing A product is not good to anyone if nobody knows about it. A company should promote a new product to inform the customers. b. Persuading Persuading is all about changing the attitudes of a consumer. A good persuader is called a peace maker. It is important because it can influence the customer for buying the product. c. Reminding Most businesses have a set of loyal customers. Loyal They represent a reliable stream of business. This activity can improve the relation between a company and a customer. ( 3. Promotion Strategy A promotion needs strategy to achieve the goals. They are 18 strategies for promotion: a. Arrangement of promotion planning list The first, a company has a plan of the promotion to attract a consumer. It is started from goal, segmentation, product benefit,

22 11 budgeting and list promotion activity that will be done. It can be a barometer for the company. b. Deciding Promotion Concept The basic idea of company is to persuade a consumer for buying their products. A company should learn a consumer before deciding a promotion concept. A company can add a logo or a special slogan in the product to remind a customer. c. Determining Segmentation Segmentation is an important point in promotion. A company can sell their product needed by society. It is important to decide price and prestige. d. Focusing on Customers The company can do a simple way like solving problems. Thus, a company can make sure that the product is useful for them. e. Satisfying of Customers Need A customer knows everything which the customer need. A success company will listen and learn everything which customers want. Thus, the product created is available in market.

23 12 f. Giving Free Information This activity can be done for example like providing brochure, leaflet, website, etc that can be accessed by consumers. This information can be a reference for them to use the product. g. Using online marketing There are some social networks on the internet like e mail or Facebook. A company can make use it for communicating. Thus, consumers in local or international can access information easily. h. Media Relation Media relation has benefit for business. A company (especially in medium scale) can use it for spreading information, because there are many medias wanting to cover it. This is a good chance to look for a new relation for a cooperation. i. Joining at a Community Nowadays, a community become a right choice for a small or a medium scale of company. This is used to force budgeting in a promotion. If a company can sell their product to a community, the company does not need advertisement cost. j. Setting of Publication There are alternative publications for supporting like billboard or the other advertisement. If a company thinks that it is important, the company will set it in a proper place such as strategic place.

24 13 k. Doing Simple Thing Sometimes, people can appreciate someone from simple thing like giving smile, cleaning of the bathroom, picking up the phone in the third sound, interested card name, etc. The simple things above can give big impact to their business. Believe or not, people will respect from the simple thing before they get the big thing. Now, a company can begin to do this for influencing a client in their business. l. Giving Gift to Customers One of unique ways in promotion is giving a gift, such us free delivery, free soft drink, etc to the loyal customers. The gift is must not expensive. It apparently gives appreciation itself toward the customers. The customers will feel comfort and respect with the product. m. Mouth to Mouth Strategy Mouth to mouth strategy is the most effective strategy in promotion. It is done by giving information to someone and then the one will carry on this information to other. This is method of spreading information. n. Avoiding Copying from Popular Product A smart company will have a good strategy to solve a problem in a promotion. They will avoid a promotion strategy from the other big company. it causes copying of image from public.

25 14 o. Considering Competitor as a Friend A company often feels that competitor is an enemy. The company will try to avoid that. In fact, this is incorrect. The best way that the company should do is creating a feeling that competitor is a friend. The purpose is to stable price. Competition in business makes labile price and negative impact to a company. p. Cross-Promoting A company can do this strategy by entering promotion of the new product in a launching. Thus, the company can inform more one times in one promotion. q. Finding Last Alternative Advertisement Actually, a promotion is not a main point in a publication. Sometimes, a company does not get enough budgeting for this. The simple way that the company can do is find out the lower promotion strategy by improving internet. r. Waiting for the Result Finally, a company should be patient for waiting the result. A promotion is not an activity in a short time. However, the benefit can be enjoyed in a long time after the promotion done. A company should let the customers to evaluate their product and decide the best for them. (7 Langkah jitu Membangun Bisnis EO, Yudhi Megananda,

26 15 CHAPTER III DISCUSSION A. DESCRIPTION OF BIS PRODUCTION 1. BIS PRODUCTION BIS production is an entertainment EO based on team work. Awang Febrisonda is the founder and also the owner of BIS production. This EO is called partner local EO, because this EO gets event from some bigger event organizers. It does not mean that this EO is not qualified. But since its establishment, it has cooperated with the big or reference EO from several big cities. BIS production was established in 5 February 2004 namely BIS event Organizer. The word BIS Biaya Irit Sekali in Indonesia language. Philosophically, it deals with low budget productions and cost. Later, the name is changed to be BIS Production. Hopefully, this EO grows better in future. Firstly, BIS consists of several divisions like, Project Officer (PO), client service and talent service. Then, BIS production is able to build some new divisions, such as; advertising consisting of banner, flyer, poster, other ads, Sound system consisting of 1000watt watt sound system, and mixer channels, equipment band consisting of music equipments, lighting, artist agency, etc. All of them are proposed to satisfy client. It is also based on the request from their client. 15

27 16 This EO has held several big events, such as : a. Gudang Garam Monster of Rock, with PAS Band, UPN Yogyakarta. b. Star Mild Campus Fiesta, Fame Café Apartment Sejahtera, Yogyakarta c. LA Light Trance Ordinary with DJ Vanda, Apartment Sejahtera, Yogyakarta d. A mild Firework Party, Café of Purwokerto Town Square e. Yamaha Family Fun Day with Tasya, Gramedia,Solo f. A mild Linking Park Nite, Café Bola, Solo g. XL Merti desa, Nguter, sukoharjo h. Gathering Yamaha Dealer Kondang Motor, Solo. etc. 2. Structure of Organization of BIS Production As usual, BIS Production has similar organization structure with the general company. There are an owner, a secretary, a treasurer, and a public relations or marketing. The uniqueness is based on the event. Each position has different responsibility, such as : a. Owner or leader An owner in BIS Production should evaluate when there is complain from a client. He is also responsible everything in the company. b. Secretary A secretary has a job for making note everything needed in this EO. They also give their report to the owner during one period.

28 17 c. Treasure A treasure must manage budgeting and financial in a company. If there is losing, treasure must responsible about that. d. Public relations officer / marketing A PRO should arrange concept, lobby and do publication. In the job training, the writer is occupied as a PRO who responsible in a promotion. Seeing the weakness in promotion of BIS production, the writer wants to find out the best solution to improve the promotion. The writer begins by collecting information about promotion in BIS production. The writer also analyzes the cause of BIS promotion strategy is less effective, then the writer wants to find out a good solution to improve BIS promotion based on the available theory and the condition of BIS production. 1. The Event Organizer Division An event organizer also has division to differentiate job desk when the EO run the events. They are : a. Project Officer / Event Manager Project Officer / Event Manager is a project leader. A project leader responsible toward successful of event started from planning to evaluating of the event. This function usually relate to administrative and equipment problems. This event will be successful, if the event organizer occupies people who has experience in the position. So that, they can be trusted to handle everything in the event. A project officer

29 usually has several people to support them. They will help them to prepare the event, like venue, promotion, permission letter, safety, consumption, budgeting, etc. b. Field Officer Field Officer is a function to handle venue preparation, promotion, permission, safety, consumption, equipment preparation, etc. The other word, this function is used to do the job related to operational function. c. Talent Officer This job responsible with talent or artist include MC started from time negotiation, cost, MOU, transportation, accommodation, etc. so, if there is complain from artist, this is responsibility of talent officer. d. Show Director Show director is a division of event organizer which has responsibility in an event quality. It can be seen from the artistic or the audience comfortable. A show director usually has a team consisting of art director, stage manager, sound engine, lighting, security, and runner art director. The art director responsible toward artistic problem, such as decoration, stage appearance and aesthetics aspects.

30 Stage Manager responsible toward successful event. They will manage when an artist should perform based on rundown and handle schedule. Sound Engineer/Soundman responsible toward quality control of sound system. Lighting man handle quality control of lighting. Security is several policemen worked at that time. They responsible toward safety during the event lasted started from location, and the other aspect related to the event. Runner is a team who work everything in general. They do not work in a specific position. They generally became a connector between a show director and the other position. e. Client Service A client service responsibles to connect among client as the sponsor, a show director and a project officer. This Client Service will accompany the client started from preparing to closing. 2. Media promotion a. Newspaper BIS Production seldom uses visual or audio publication supporting promotion. For several reasons, they begin to decide using newspaper as a publication. Considering that a newspaper is a cheap media for promotion.

31 20 b. Mouth to mouth Media Beside printed media like newspaper, the other effective media is mouth to mouth media. According to survey from several people, most of them know about the EO from the other. One of strategy in BIS is by using media without cost. If this way is effective, why have to pay more expensive. 3. Promotion Strategy of BIS Production This is the analysis of interview. The answer of first question describes that all respondents know about BIS from their friend. It means that mouth to mouth promotion media in BIS Production is successful. Second question describes the time needed by people for knowing BIS in the first time. The answer of all respondents shows that BIS need long time to be known by a society. It is proven by earliest time that is in Moreover, BIS was built in February Thus, BIS still needs improving promotion strategy. The last question shows the event promotion. Four respondents said that they know the event from their friend. And one of them said that they know the EO when they are in the same event. Strategy of Promotion for BIS Production a. Making Proposal of Event As a partner sub local EO, BIS should arrange proposal event to a big EO. This proposal consists of offering of budgeting, place of event,

32 21 everything needed in the event. BIS tries the best, because this proposal can be a consideration for a big EO. b. Choosing Media Media is not important in BIS production. During BIS was established, BIS gets event from the big EO cooperated with it. Thus, BIS chooses cheap media like mouth to mouth media, newspaper or website. c. Focusing on Quality Quality is necessary in BIS production. It can be trusting of big EO to give jobs. BIS recognizes that it should keep best quality to stay exist. d. Good Attitude toward Client. A simple thing that BIS can do is giving good attitude. It can influence a good impression for the client, for example polite, kind, etc. B. New Promotion Strategy for BIS Production After analyzing of the promotion strategy weakness in BIS production, the writer tries to find out new promotion strategy that will be suggested for BIS production. They are : 1. Determining Segmentation BIS should know target of market before deciding event. It is important for successful of the event. Besides that, it makes the EO to grow up to be better.

33 22 2. Giving Free Information This activity can be done by providing brochure, leaflet, website, etc that can be accessed by consumers. The easiest solution is improving internet using. This information can be reference service. 3. Joining at Community A community is not a main factor in BIS. But it can influence existing of BIS. Community sometimes can give information needed by BIS. The other benefit, the community can give jobs for the EO. 4. Avoiding Copying from The Other Event Organizer Something different sometimes is good. It is the same with the case. If BIS production follows the concept of event from the other big EO. It will cause that EO is not creative. The simplest way the EO can do that the EO should give something different in the event. Although, the event is from the similar client. 5. Considering Competitor as a Friend Competitor is not an enemy. Sometimes, it will give some benefits. For example, when an EO gets a big project they can share with the other small EO. This case can avoid a bad attitude among the EO.

34 23 CHAPTER IV CONCLUSION AND SUGGESTION A. Conclusion Public relations have many functions based on institution need. If an institution need it to improve promotion, this will be a function of PR to solve the promotion strategy in the company. A promotion is one kind of public relations function needed by BIS production. This activity creates a big impact for a company existence. It is needed a promotion strategy to compare with the other EO. A promotion strategy is important because they will support the company development. BIS production as an entertainment EO in Solo has several promotion strategies, they are : Making Proposal of Event, Choosing Media, focusing on quality, and good attitude toward client. But, the strategies above is less effective. Based on research, there are weaknesses in their promotion. So that, BIS needs for improving the promotion strategy. The writer finds out the good promotion strategy based on relevant theory and condition of BIS. The new strategies suggested are: determining segmentation, giving free information, joining at community, avoiding copying from the other EO, etc. the new strategies are hoped to give benefit toward BIS production. 23

35 24 B. Suggestion From the description above, the writer can take several suggestions such as: 1. A company should have promotion strategy to promote their company widely. 2. A company should evaluate promotion strategy to grow up better in future 3. A company should know and understand market to find out the best promotion strategy.