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CHAPTER IV
DISCUSSION
Based on the case study elaborated in the previous chapter, an analysis of the current
performance of Kidzania will be made based on Marketing Communication in B2B and
B2C sector, and Marketing experiential.
4.1 Marketing communication in B2B and B2C sector According to Shaz
Smilansky
Marketing communication messages, through media or other marketing channels, exist
to
communicate
with
different
consumers
or
business
sectors.
Marketing
communication channels traditionally include advertising, direct mail, packaging and
sales promotion, along with the relatively more recent prominence of sponsorship,
public relations, and digital and live brand experiences. The selected channels need to
be integrated to maximize the impact of a campaign and more effectively achieve
marketing communication objectives.
Sponsorship is a great tool for brands that target niche audiences; it can earn credibility
and communicate with an audience in their preferred environment. Traditionally,
sponsorship is a practice that involves branding at sporting and cultural events, and
others at which there is a desired association with the event or people at hand.
Sponsorship aligns the brand directly with people’s current perceptions of the company
or event in question.
Public relations (PR) are the process of managing the flow of information between an
organization and its public. Its activities include award ceremonies, celebrity
endorsements, press and media relations, and events that aim to project a positive image
of an organization to its key stakeholders.
In Kidzania, the Marketing Communication Department function is not only to
communicate messages through medias, but also to create events as a tool to
communicate the messages. The event can be said as a tool because by making an event,
the Marketing Communication Department will invite the media partners to publish the
event. The events that are held by the Marketing Communication Department is not
only to communicate messages through medias but also to please the existing sponsors.
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There are two kids of programs that Marketing Communication Department do for their
sponsors. Those are:
1. Joint Promo: Joint promo is one of the cooperation undertaken by
Kidzania with the sponsor. One of the examples of the form of joint
promo that has been done by kidzania is by conducting a joint promo
with love juice. Love juice is a new product beverage that needs to
promote a massive campaign to the market. Love juice trusted kidzania
to be a partner in promoting its product. The concept that kidzania offers
to love juice is by buying two liter of love juice the customer will get a
discount to kidzania. By doing this joint promo, both parties will get an
equal benefit. Love juice sales will automatically rise because of this
promotion. And for Kidzania, they get a free advertising from love juice
because love juice has a few billboards and TVC commercial where they
can put this promotion to the market.
2. Creating events: Kidzania always held at least 1 to 3 events every
month. There are two kinds of events that Marketing Communication
Department held which are: thematic event and special event. Thematic
event is an event that created based on certain themes such as: father’s
day, kartini’s day, Christmas, new years eve, Kidzania’s Birthday, etc.
During I work as an intern in kidzania, the author involved in father’s
day event. Marketing Communication Department created “coaching
clinic father’s day with pertamina”. Because Kidzania wants to celebrate
father’s day, Kidzania proposed Pertamina who also one of their
sponsors to be the sponsor for the coaching clinic because pertamina is
suitable for the theme of father’s day coaching clinic. The event concept
was to invite the representative of pertamina and the brand ambassador
of Pertamina that they can promote their products to the visitor of
kidzania. On that event, they also created a quiz for father and children
about Pertamina so the visitor can acknowledge more information about
Pertamina. By creating this event, kidzania has made a good bonding
relationship with Pertamina.
Special event is events that are only held for a special occasion such as: grand launching
of a new establishment, and re-launching an establishment. While I work as an intern in
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Kidania, there was a grand launching ceremony of madurasa sports gymnasium and
there were also Holcim establishment re-launching. The idea of re-launching the
establishment is so the visitor of Kidzania won’t get bored with the previous
establishment’s activity and so does the grand launching of madurasa sports gymnasium
4.2
Experiential marketing according to Shaz Smilansky
Experiential marketing is the process of identifying and satisfying customer needs and
aspirations profitably, engaging them through two-way communications that bring
brand personalities to life and add value to the target audience:
•
Experiential marketing is an integrated methodology, always engaging target
audiences at their will through brand-relevant communications that add
value.
•
The experiential marketing campaign is built around one big idea that should
involve two-way communication between the brand and the target audience
in real time, therefore featuring a live brand experience at its core.
•
The other marketing communications channels that are selected and
integrated are the amplification channels, which amplify the impact of the
big idea (the live brand experience)
Experiential marketing is a fabulous approach for bringing a brand personality to life.
For example, if you have an energy drink that targets sporty, energetic people and the
brand personality is active and bubbly, then the interactive experience will be focused
on a similarly energetic, active and bubbly interactive activity, such as a game that
involves jumping on a branded trampoline whilst surrounded by blown bubbles. The
product would be featured as part of the experience through product trial and the brand
imagery would be represented through the color scheme, look and feel of the
experiential set.
However, the actual interaction is inspired by the brand personality. Therefore, once a
consumer has engaged with the brand, he or she is left with a memorable understanding
of complex brand values and will automatically affiliate the product with that
personality. If this experience were targeted effectively and reached its target audience,
it would connect with the aspirational and lifestyle aims of the consumer (to be
energetic and active) and result in a genuine connection, strengthening the relationship
between the brand and the purchaser. This live brand experience, which is focused on
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an interactive game, can also be amplified through all the marketing communications
channels.
According to Bernd Schimtt, experiential marketers view consumers as rational and
emotional human beings who are concerned with achieving pleasurable experiences.
There are five different types of experiences, or strategic experiential modules, that
marketers can create for customers are distinguished: sensory experiences (SENSE);
affective experiences (FEEL); creative cognitive experiences (THINK); physical
experiences, behaviors and lifestyles (ACT); and social-identity experiences that result
from relating to a reference group or culture (RELATE).
As an experiential marketing sector of business, Kidzania provides a place where
children can play the role of adults does. There are more that 100 professions of adult’s
such as firefighters, doctors, journalists, beauticians, coffee maker, contractor, etc. The
concept of Kidzania itself is to educate children in different kind of way by roleplaying. Besides that, Kidzania also offers the companies who become their sponsors to
educate the children about their products. By role-playing of aduts’ that sponsored by
the company, the children will automatically stimulate the brand. For example; in
Pertamina Gas Station establishment, the children are given acknowledgment about
Pertamina so the children will automatically absorb Pertamina as the only trusted Oil
Company. This example also applied in other establishments that are sponsored by
different companies.
Figure 4.1 One of activities in Kidzania establishment
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The figure above has shown one of the activities in Kidzania’s establishment that is
sponsored by pocarisweat. In this establishment, the children are role-playing so the
children can be able to feel how to be a dentist. Each of establishments consists of two
supervisors who responsible to give the children a briefing before they role-playing.
The supervisors are also responsible to plant the brand awareness to the children.
Figure 4.2 another example of activity in Kidzania establishment
The figure above has shown another example of activity in one of establishments that
exists in Kidzania where the child above is doing a role-play as a fire fighter
As Bernd Schimtt said that there are five different types of experiences, Kidzania has
already embraced all types of the experiences. By the first time the children come into
Kidzania, the children can sense that they are in a different place because Kidzania is a
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replica of a city that is specially made for children. After the children sees Kidzania,
they feel like they are a grown up because the talents are treating them like grown-ups
by calling them “Mr” and “Mrs”. The ways the children are doing the role-play also
create the creative cognitive experience because they can learn many professions of
adults’ by doing it by them self (act). By playing in Kidzania it can unconsciously
create social-identity experiences to the children.
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