The grimm morning of another Thursday, (6/9) brought the communication students of Tarumanagara University to meet with Riska Fiati, the Head of Publicity MNC Group.  Upon her arrival, the students learnt of the importance on using and applying marketing in communicating the product, which, on her case, is in one of the major and most prestigious media company Indonesia has ever had.

Marketing is like a game of chess: which isn't won in a single move. Strategy and adjustment are the key major point on how keeping your business alive. Will you just succumb to your initial company visions and missions, or like everybody else, jump straight in to what the majority of the public are currently into?

It's a question that shouldn't even had an answer to. It's quite simple. If you own a business, you wouldn't want it to just stay as it is forever. You want it to grow, reach far away from your initial goals, and from that way, you will not only established your name in the ever changing world, but you can get more from it. Reach bigger audience, and you will earn more income.

Fiati highlighted the importance of having an integrated marketing within the company by having more than one channel to reach their audiences. As a company that already been built for more than 29 years, RCTI, or MNC group has proven themselves to not only won the heart of their viewers, but also standing strong amongst the changing world and technology.

Technology is like  a double long sword, it helps build your life easier, but for some profession, it's a career killer. Media, for many years, got the biggest impact from technology. The internet has penetrated into our life more than we can ever deny.

From YouTube, Twitter, Facebook, and Instagram, it has created it's own audiences, much more like the concept of TV viewers. The generation are changing, and it will be foolish for media company to not broaden it's horizon on reaching this 'digital audiences'.

RCTI announcement for their 29th Anniversary Celebration
(source: rcti website)


For example, Fiati, whose in her hands laid the responsibility on creating a successful and impactful events for RCTI's 29th Anniversary, shared how the master plan of their Time Line Integrated Marketing Communication on that very day.

RCTI created special logo
(Source: rcti website)


The table showed not just how much time and thoughts RCTI employee has spent on creating the events, but the embodiment on Kotler's seven P; Product, Price, Place, Promotion, People, Process, and Physical Evidence.

The major event was soon held with a success, able to generate their initials objective such as creating more corporate impact and maintain their brand image and awareness through the event.

Fiati also talked about how their advertisement for the event held before d-day. To create the hype surrounding it, RCTI has reach out to a lot of social media platforms, including Youtube, Instagram, Twitter and Facebook. For the traditional media, aside from their own channel, billboard and leaflet are also used as an advertisement.

To finalize her epic presentation, Fiati told the students to utilize technology on every part of their everyday life, especially business, to the fullest. Even for the major company like RCTI, adapting and adjusting to the changing technology and generation are the major challenge on this day and age.


(by: hypatiasx)