Idea Transcript
The SIJ Transactions on Industrial, Financial & Business Management (IFBM), Vol. 3, No. 6, June 2015
Integrated Marketing Communications (IMC) Strategy of Banyuwangi Regency’s Government in Effort to Introduce the Potential of Local Tourism Dr. Bambang Dwi Prasetyo* & Anzil Firdausi Nuzula** *Department of Communication Science, Faculty of Social Science and Political Science, Brawijaya University, INDONESIA. E-Mail: prast_cdbl{at}yahoo{dot}com **Department of Communication Science Major (Concentration: Communication Management), Faculty Social and Politic Science, University Brawijaya, INDONESIA.
Abstract—Integrated marketing Communication recently implemented in Banyuwangi-city as an effort to boost the popularity of local tourism. Previously Banyuwangi city has a potential of natural and cultural tourism but still got a small popularity. This research aimed to describe the strategy and the activity of Local government of Banyuwangi city by using that method. The result of this research is the method well used in the marketing activities of the Local government like; advertising, personal selling, sales promotion, direct marketing and public relations & publicity. Keywords—Integrated Marketing Communications; Marketing Communications; Strategy Marketing Tourism. Abbreviations—Integrated Marketing Communications (IMC); International Public Relations Association (IPRA).
I.
M
INTRODUCTION
ARKETING communication studies emphasize the process of telling, reminding, and persuade or encourage consumers to be interested in the products offered by the company [Shimp, 1]. According to Fandy Tjiptono [2], marketing communications has three objectives, namely: information (inform), to persuade or convince (persuade), and reminds (reminder). Marketing communication has some important elements related to advertising, personal selling, sales promotion, and public relations [Winardi, 3]. There are eight steps in developing an effective marketing communication [Herman Abdullah Azwar Anas, 8], the steps are as follows: 1) Identify the intended audience; 2) Determine the communication objectives; 3) Designing the message; 4) Choosing communication channels; 5) Determine the total promotion budget; 6) Make a decision on the promotion mix (promotion mix); 7) Measure the results of the campaign; 8) Manage and coordinated the marketing communication process. By linking with the current reality, marketing communication is widely used in the tourism sector. Tourism sector is one of sectors that encourages economic growth of a country [Alfiah Mudrikah, 5], especially for developing country like Indonesia, which has huge area potential to attract tourist, the amount of natural beauty, a variety of cultural historical heritage, and community life. Tourism in
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Indonesia is one of the major economic activities that have a bright prospect [Nailu Rahman, 6]. This regency has a wealth of natural and cultural. However, the tourism potential that Banyuwangi has, still not well-publicized. Based on the results of the pre-study conducted by researcher showed that the supposed number of tourists visiting Banyuwangi numbered in the range of one million, was caused by the large number of tourist spots owned by Banyuwangi Regency. Therefore in 2012 the Government of Banyuwangi Regency create an event named “Banyuwangi Festival” and doing promotional activities. Banyuwangi Regency Government’s promotional activities conducted by using brochures, billboards, magazines, websites, exhibitions, twitter, video company profile and others Promotional activities conducted by the Government of Banyuwangi Regency were part of an integrated marketing communications strategy. According to Elvinaro Ardianto [7], integrated marketing communications is the integration efforts of public relations, advertising and promotions to build brand identity. This study becomes enticing because it is researching on communication strategies that are usually conducted by an organization or company, but in this case, applied to a government institution. Implementation of regional autonomy requires each county to develop and optimize its potential [Nailu Rahman, 6]. Efforts were made one of which aims to improve the performance of tourism as a major sector of the city. Because
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The SIJ Transactions on Industrial, Financial & Business Management (IFBM), Vol. 3, No. 6, June 2015
it is more active local governments are required to provide guidance and coordination to all levels of the tourism industry in the region. Banyuwangi is one area that is located east of Java, directly adjacent to the Strait of Bali, Bondowoso, Situbondo Jember and have a desire to boost its tourism sector which has not been known. This district has a wealth of natural and cultural. However, the tourism potential possessed by Banyuwangi is still not well publicized. Thus in 2012 the Government of Banyuwangi created an event named “Banyuwangi Festival”. Event Banyuwangi Festival is a packaging module various events (Government Banyuwangi, 2014). Banyuwangi Festival event is held as a means of introducing potential of Banyuwangi regional arena, nationally and internationally and make Banyuwangi as a tourist destination and investments. (Government of Banyuwangi, 2014). Objective: Based on the formulation of the problem that has been described, the purpose of this study was to describe the integrated marketing communications strategy Banyuwangi district government in an effort to introduce the tourism potential of the area. Benefits of Research; 1) Provide input for the Government as well as the evaluation of Banyuwangi in order to optimize the integrated marketing communications strategy that efficiently so that the potential of tourism is increasingly recognized Banyuwangi; 2) Make documentation of integrated marketing communication strategies that can be used as a reference for public organizations (governments) to undertake the development of tourism in its region; 3) Adding a scientific assessment of marketing communications related to unified communications strategy in designing and designing the construction of a city branding and promotion.
II.
LITERATURE REVIEW
2.1. Marketing Communications
Marketing communications is a term that describes how the organization communicates messages to their target audiences. The target audience is a group of potential consumers who receive their marketing messages. According to Fandy Tjiptono [2], marketing communication is marketing activities that manage to spread information, influence or persuade, and remind target market or on the company or its products to be willing to accept, purchase, and loyal to the products offered by the company concerned. 2.2. Promotion in Marketing Communications Promotion is the activity of communicating product benefits and persuades target customers to buy [Philip Kotler & Amstrong Gary, 9]. Promotional activities in general are one component of the priorities of marketing activities [Herman Abdullah Azwar Anas, 8]. 2.3. Integrated Marketing Communications The integrated marketing communications focused only in one element of the marketing mix (4P), namely promotion. Integrated Marketing Communications is the integration efforts of public relations, advertising and promotions to build brand identity [Elvinaro Ardianto, 7]. Integrated Marketing Communications consists of advertising, personal selling, sales promotion, direct marketing, and public relations & publicity. However, the marketing mix must be combined in synergy with the three other elements so that succeeded promotional activities can be achieved. The following Figure 1 that describes the scope of the discussion on integrated marketing communications (Integrated Marketing Communication) made by Philip Kotler & Amstrong Gary [9]. Advertising (advertising) is all forms of non-personal presentation and promotion of the idea, goods or services performed by certain company [Herman Abdullah Azwar Anas, 8]. Advertising requires elements of mass media as a media to convey a message to the target audience in this case is the consumer [Nugroho J. Setiadi, 10].
Marketing
Marketing Mix
Product
Price
Place
Advertising
Sales Promotion
Personal Selling
Promotion
Direct Marketing
Public Relations & Publicity
Figure 1: Discussion Scope of Integrated Marketing Communications Sumber: Philip Kotler & Gary Armstrong [11]
Sales promotion will make customers to be more interested in doing transactions with a variety of special offers such as discounts, coupons, gift, warranty, or free trial. Next, is personal selling, as said by Nickels [Agus Hermawan, 4] that personal sales or personal selling is the interaction between individuals, face-to-face meeting which ISSN: 2321-242X
is intended to create, improve, control, and maintain a mutually beneficial exchange relationships with other parties. Personal selling by Herman Abdullah Azwar Anas [8] has three special characteristics, consist of personal confrontation (personal confrontation), cement (cultivation), and response.
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The SIJ Transactions on Industrial, Financial & Business Management (IFBM), Vol. 3, No. 6, June 2015
Direct marketing is a marketing approach that is free to use or distribution channels and marketing communications that allows the company to have its own strategy in dealing with customers [Herman Abdullah Azwar Anas, 8]. Some methods that can be used in direct marketing include direct mail, telemarketing and direct response. According to the International Public Relations Association (IPRA) public relations is a management function which has the characteristics of a planned and continuous through organizations and governmental or private institutions to gain understanding, sympathy, and support of those who are related or probably related to study public opinion among them [Herman Abdullah Azwar Anas, 8]. From the marketing side, Herman Abdullah Azwar Anas [8] revealed that public relations or public relations are a variety of programs to promote or protect the image of the company or individual products.
III.
RESEARCH METHODS
This study used a qualitative approach that focuses on descriptive models to describe phenomena associated with Integrated Marketing Communications (IMC) Strategy of Banyuwangi Regency’s Government in Effort to Introduce the Potential of Local Tourism. Writing analysis based interpretative approach is to look for an explanation of a social phenomenon that is based on the perspective of the researcher. As pointed out by Neuman [12] that interpretative approach departing from efforts to seek an explanation of social events or a culture that is based on the perspective and experience of those being investigated. The location study conducted by researchers housed at the Department of Culture & Tourism and Public Relations of the Government of Banyuwangi Banyuwangi because the two institutions that are responsible for the entire government promotional activities Banyuwangi. Data retrieved based on primary data and secondary data owned by the Government of Banyuwangi. Primary data were obtained by interviewing respondents, filling questionnaires, and observations. Interviews conducted by the Head of Tourism and Head of the Promotion of Culture and Tourism, Head of Information Services & Processing Banyuwangi. While secondary data used in the form of survey results, photographs, scientific books, journal articles as well as several articles in the media that contains news about tourism activities. For informant’s selection techniques using purposive sampling. James A. Black et al., [13] states “purposive sample is often called a judgmental sample because researchers tested the deliberations to include elements that are considered special from a population where he is seeking information”. These techniques include those selected on the basis of certain criteria that made researchers based on objective research. Informants in this study were selected according to the task and have a correlation with the title of the study. Analysis of data using the approach Miles and Huberman [Sugiyono, 14] analysis divided into three grooves activities ISSN: 2321-242X
occurring simultaneously, namely data reduction, data presentation, and conclusion.
IV.
RESULTS AND DISCUSSION
Based on data from interviews and observations, researcher found that the Government of Banyuwangi Regency’s marketing communication make effort to spread information about the tourism potential of Banyuwangi Regency. Integrated Marketing Communications conducted by the Government of Banyuwangi Regency among others are advertising, sales promotion, personal selling, direct marketing and public relations & publicity. Advertising activities conducted by the Government of Banyuwangi Regency in introducing the tourism potential is using newspapers, banners and billboards. As described by Philip Kotler & Amstrong Gary [9] [Agus Hermawan, 4] that the purpose of advertising to inform, to persuade, and to Remind. If it is associated with advertising activities conducted by the Government of Banyuwangi Regency in this case billboards, banners and newspaper campaigns using media intended to inform and alert the public to the event Banyuwangi Banyuwangi Festival. Sales promotion is a form of direct persuasion through the use of various incentives, generally short-term, which can be set to stimulate the purchase of the product immediately or increasing the amount of goods bought by consumers or merchants [Uyung Sulaksana, 15]. Based on the data obtained by researchers, activities or personal selling sales promotion conducted by the Government of Banyuwangi Regency was an exhibition. One of the exhibition followed by the Government of Banyuwangi Regency was Jatim Fair held in Surabaya. Personal selling by Nickels [Agus Hermawan, 4] states that personal sales or personal selling is the interaction between individuals, meet each other face which is intended to create, improve, control, and maintain a mutually beneficial exchange relationships with other parties. Based on data obtained by researchers, personal selling activity occurred during the Banyuwangi regency government following the exhibition. At the exhibition personal selling activity shown by the interaction between Jebeng Thulik with the guests arriving at the exhibition, at the exhibition Jebeng Thulik as tourism agency owned by the Government of Banyuwangi Regency explained to the guests about the tourism that Banyuwangi has, and answer questions from the guests that associated to the tourism Banyuwangi. Direct marketing is a marketing approach that is free to use or distribution channels and marketing communications that allows the company to have its own strategy in dealing with customers [Herman Abdullah Azwar Anas, 8]. Some methods that can be used in direct marketing include direct mail, telemarketing, and direct response. Based on data obtained by researchers, Government of Banyuwangi Regency is not using direct mail, telemarketing and direct response as a method of direct marketing. According to data obtained by researchers direct marketing activities used by local government by bringing stakeholders Banyuwangi
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The SIJ Transactions on Industrial, Financial & Business Management (IFBM), Vol. 3, No. 6, June 2015
Banyuwangi the hotelier and travel with hotel and travel entrepreneurs from other regions. Stakeholders are brought together in an exhibition, followed by Banyuwangi. Herman Abdullah Azwar Anas [8] revealed that public relations are a variety of programs to promote or protect the image of the company or individual products. The role of public relations are translated into “pencils” are almost similar to the promotional mix (promotion mix). If pencils spelled out in detail in the correlation of the main components is the role of public relations publications, preparation of programs, and community empowerment [Herman Abdullah Azwar Anas, 8]. Based on the data obtained by the researchers that the media publications used by the Government of Banyuwangi in promoting the tourism potential of Banyuwangi is to use the brochure, tour calendar, visitor guide book, website, twitter, magazines, newspaper ads, banners, billboards and video company profile Banyuwangi. MacNamara [Agus Hermawan, 4] said that special events (special event) is an event that is generally done to get the media attention that lead to public concern about the company (or organization) or the company’s products. Based on data obtained by researcher according to the Head of Banyuwangi Regency’s Information Services & Processing, the Government realized that the area has a lot of natural potential and therefore must be shown to the general public, especially tourists. To introduce the potential of the regional Government of Banyuwangi created an event named Banyuwangi Festival. In general, community empowerment is community development activities directed to increase community access to achieve socio-economic-cultural better when compared to the prior existence of development activities. Community empowerment conducted so that people in these places become more independent with quality of life and better welfare. Based on data obtained by researcher, the empowerment of Banyuwangi civilian supports the Government of Banyuwangi Regency in introducing tourism. Empowerment conducted by the Government of Banyuwangi Regency according to the Head of Information Services & Processing is to provide training to fish merchant in Red Island, manufacture souvenirs training and English course.
V.
CONCLUSION
Based on the analysis conducted by the researcher, the results of this research can be concluded as follows: 1. The Government of Banyuwangi implement integrated marketing communication system by using advertising, personal selling, sales promotion, direct marketing and public relations & publicity as an attempt to introduce the tourism potential of the area. This is done so that the tourism of Banyuwangi Regency is increasingly recognized and the number of tourists came to Banyuwangi increased. 2. Government of Banyuwangi in cooperation with Alvara Independent Survey Institute in 2013 conducted a ISSN: 2321-242X
survey to take a look at the succession of the campaign conducted by the Government of Banyuwangi Regency. Based on data from a survey conducted by Alvara, Banyuwangi Regency occupied the third position as chosen city to travel by local tourists (by number 36.5) and chosen city to travel by foreign tourists (by number 20).
REFERENCES T.A. Shimp (2003), “Advertising, Promotion, and Aspects of Integrated Marketing Communication”, Mason: Thompson. [2] Fandy Tjiptono (1997), “Strategi Pemasaran”, Yogyakarta. [3] Winardi (1989), “Aspek-Aspek Bauran Pemasaran (Marketing Mix)”, Bandung: CV. Mandar Maju. [4] Agus Hermawan (2012), “Komunikasi Pemasaran”, Jakarta: Erlangga. [5] Alfiah Mudrikah (2014), “Kontribusi Sektor Pariwisata Terhadap GDP Indonesia Tahun 2004-2009”, Economics Development Analysis Journal., Vol. 3, No. 2, Pp. 362–371. [6] Nailu Rahman (2009), “Perspektif Stakeholder Terhadap Potensi Obyek Dan Daya Tarik Wisata (ODTW)”, Telaga Ngebel Kabupaten Ponorogo. [7] Elvinaro Ardianto (2011), “Handbook of Public Relations”, Bandung: Remaja Rosdakarya. [8] Herman Abdullah Azwar Anas (2012), “Dinas Pariwisata dan Kebudayaan Kabupaten Banyuwangi”, www.bwifestival.com. [9] Philip Kotler & Amstrong Gary (2001), “Prinsip-Prinsip Pemasaran Jilid 2”, Damos Sihombing Alih Bahasa, Jakarta: Erlangga. [10] Nugroho J. Setiadi (2003), “Perilaku Konsumen: Konsep dan Implikasi untuk”, Strategi dan Penelitian Pemasaran. Jakarta: Kencana Prenada Media Group. [11] Philip Kotler &. Amstrong Gary (2004), “Prinsip-Prinsip Marketing”, Edisi Ketujuh, Jakarta: Salemba Empat. [12] W.L. Neuman (2003), “Social Research Methods: Qualitative and Quantitative Approach”, Boston: Pearson. [13] James A. Black, dan Dean J. Champion & E. Koeswara (1999), “Metode dan masalah penelitian social”, Bandung: Revika Aditama. [14] Sugiyono (2012), “Metode Penelitian Kuantitatif Kualitatif dan R&D”, Bandung: Alfabeta. [15] Uyung Sulaksana (2003), “Integrated Marketing Communication”, Yogyakarta: Pustaka Pelajar. Dr. Bambang Dwi Prasetyo, M.Si. His doctoral degree was pursued from Universitas Padjajaran, Indonesia for Communication Science in 2006. He also joined post doctor program at Flinders University, South Australia in 2010. He is now in charge as Head of Communication Science Department in Universitas Brawijaya. He has been contributing to 3 international seminars and 1 national seminar by becoming the speaker. Since 1994 until today, he has written 16 researches in communication science. Anzil Firdausi Nuzula, Graduated student from University of Brawijaya for communication science. She was the top 3 of best student in Faculty Social and Political Science, Brawijaya University. She experienced work in Marketing field for a couple years. [1]
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