PROPOSED INTEGRATED MARKETING COMMUNICATION FOR MUSEUM IN APPLYING AR/VR TECHNOLOGY (CASE STUDY: MUSEUM GEOLOGI BANDUNG)

• Main Author: Titania Supriyatman, Adia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/55260
• Institution: Institut Teknologi Bandung

Museum Geologi is a cultural heritage building that shows Indonesian geology collections. It is a museum that is located in Bandung and its existence have been related with the history of geological investigation in Indonesia since 1850’s. The aim and function of Museum Geologi is to collect, research, showcasing through exhibition, and educate while simultaneously disseminate the content to the society. Through this aim, many schools are visiting Museum Geologi for educational purposes. However, this can be a sign that the museum is visited only to fulfill school obligations and considered as an outdated place that is perceived unattractive for visitors. Then, the need to improve museum, the emergence of Coronavirus (COVID-19) since 2019, and to support Indonesia’s Ministry of Education and Culture’s Merdeka Belajar (Independent learning) program policy are seen as an opportunity for the Indonesian digital telecommunication company. These opportunities were caught by Telkom’s Directorate Digital Business attention to collaborate with Museum Geologi. Where most people are limited to visiting museums due to temporarily closure of public area, this turns out to be an opportunity to create a new technology namely Augmented Reality and Virtual Reality (AR/VR) for this collaboration. Through this technology, visitors are able to “visit” museums indirectly through the virtual world and can change the impression of a passive exhibition object. Thus, there is a need to do marketing strategies to support the need of Museum Geologi and simultaneously the under developed product from Telkom’s Directorate Digital Business. The methodologies used in this research were internal and external analysis. In internal analysis, the author used STP analysis and Marketing Mix (7Ps). As for external analysis, the author used General Environment analysis, Porter Five Forces, Competitor analysis, and Consumer analysis. The finding of internal analysis showcase that Museum Geologi need to improve their positioning especially with the upcoming product and the promotional activities that they can utilize in this collaboration. Meanwhile, the external condition showcase it is a potential environment from macro environment and consumer needs. However, the museum needs to be aware and cautious with the industry and the competitor abilities that is possible to outshine Museum Geologi. Therefore, to create an impression of recreational yet educational for Museum Geologi, the author will have to create a marketing strategy to fulfill the root cause of the business issue. The root cause is in the promotions based on the finding, especially with the lack of promotion in Advertising, Digital Marketing, and Public Relations. Thus, the author generates six proposed solutions that are chosen for Museum Geologi in applying AR/VR technology. There are creating a pre-event, utilizing approach to Ministry of Education and Culture / Regional Governments, community building, collaboration promotion, create a more specified positioning, and showcasing more information about the internal museum. The most important part is including the entertaining positioning in every marketing strategies which is to be “interactive” and integrate it into Integrated Marketing Communication (IMC) with AIDA model. Lastly, the implementation proposed solutions will be explained in Objective and Key Results (OKR) method along with the timeline that include the activities from programs based on proposed solutions. To sums up the activities, it is mostly consisting of preparation, gathering and meeting between the parties related to the program, creating and updating the contents related, and to conduct events and building community.