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Abstrak :
Petak 25 adalah sebuah coffee artspace didirikan oleh Praditya Dwi Wicaksono di daerah Kucica, Bintaro yang terdiri dari dua fasilitas, yaitu petak space dan petak cafe. Petak space adalah kedai kopi yang menyediakan beragam pilihan makanan dan minuman. Selain itu, terdapat meeting room dan in-house store di dalam petak cafe untuk dinikmati oleh para konsumen. Petak space merupakan galeri yang menampilkan karya-karya seni. Analisis Situasi 1. Pegiat seni membutuhkan ruang atau wadah untuk melakukan proses kreatif mereka, mulai dari mencari konsep sampai mengekspresikan karya seni. 2. Kenyamanan Petak 25 yang dirasakan konsumen layaknya rumah kedua. 3. Dari hasil wawancara ditemukan bahwa Petak 25 adalah tempat yang multifungsi dan berpotensi sebagai wadah kreativitas namun masih kurang ditonjolkan kepada konsumen Tujuan Mengajak para peminat seni untuk menjadikan Petak 25 sebagai wadah kreativitas mereka dalam mengekspresikan ketertarikan terhadap seni. Strategi Menggunakan experience marketing untuk memberikan pengalaman wadah kreativitas pada konsumen sasaran yang dibagi menjadi 3 tahap, yaitu pre experience, consumer experience, dan post experience. Khalayak Sasaran Khalayak yang dituju oleh Petak 25 untuk strategi komunikasi ini adalah khalayak yang merupakan peminat seni dan khalayak yang memiliki kriteria sebagai berikut; 1. Demografis Peminat seni sedang menempuh atau lulusan baru pendidikan S1/sederajat dan angkatan kerja serta berusia 18 - 50 tahun. 2. Geografis Menetap di daerah Tangerang Selatan dan Jakarta. 3. Psikografis dan perilaku Memiliki ketertarikan pada seni, baik sebagai pegiat, penikmat, atau pembeli, namun merasa ketertarikan tersebut belum tersalurkan dengan baik. Kemudian, memiliki keinginan untuk mempelajari seni lebih dalam dan mengekspresikan ketertarikan mereka terhadap seni. Dengan keinginan tersebut, mereka berharap mendapatkan wadah untuk bertemu dengan orang- orang yang memiliki ketertarikan yang sama dan melakukan proses kreatif, seperti berdiskusi seni, membuat karya seni, mengadakan pameran seni, menikmati pameran seni, dan membeli karya seni. Pesan kunci “A cozy place to express art enthusiasm” Jadwal Januari - Maret 2022 Anggaran Rp. 11.316.200 Evaluasi Objective: 1. Mengedukasi konsumen sasaran mengenai fasilitas Petak 25 sebagai wadah kreativitas. 2. pengalaman pada konsumen untuk menunjukkan kemampuan fasilita Petak 25 sebagai wadah kreativitas. 3. Mendorong interpretasi konsumen sasaran terhadap pengalaman di tahap customer experience dan mengajak mereka untuk datang kembali ke Petak 25 untuk melaksanakan proses kreatif Key Opinion: 1. Respon positif konsumen di kolom komentar setiap konten. 2.Terjadi interaksi antara konsumen dan Petak 25 pada kolom komentar. 3. Partisipasi konsumen pada konten #25play dalam memberikan pengetahuannya mengenai fasilitas Petak 25. 4. Terdapat pengunjung yang dapat ke pameran seni “The Melting Pot of Art”. Pengunjung melakukan scan pada QR Code yang disediakan pada pintu petak space. 5. Pengujung melakukan pembelian karya seni pada counter petak space. 6. Terdapat pengunjung yang mendaftarkan diri pada formulir registrasi artist talk. 7. Seniman dan pengunjung aktif melakukan diskusi di artist talk. 8. Terdapat pengunjung yang memesan menu kolaborasi “psychedelic dream”. 9. terdapat pengunjung yang membeli merchandise kolaborasi 10. Terdapat unggahan konsumen pada media sosial mengenai rangkaian acara “The Melting Pot of Art”. 11. Komentar positif konsumen mengenai rangkaian acara “The Melting Pot of Art”. 12. Terdapat komentar konsumen yang menunjukkan persepsinya terhadap Petak 25 sebagai wadah kreativitas. 13. Terdapat konsumen yang bersedia ditampilkan di #25Testimony Result: 1. Mengunggah setiap konten seminggu sekali mulai dari 1 Januari 2023. 2. Melakukan Pengamatan interaksi antar Petak 25 dan konsumen. 3. Melakukan submission untuk memilih karya seni yang dipajang. 4. Memastikan kesiapan pameran seni dari segi teknis, publikasi, dan perlengkapan. 5. Menyediakan booklet digital dan deskripsi karya seni. 6. Melakukan acara opening agar diliput oleh media. 7. Menyediakan counter untuk transaksi karya seni. 8. Memastikan kesiapan Artist Talk dari segi teknis, publikasi, dan perlengkapan. 9. Memastikan seniman yang bersedia untuk melakukan artist talk. 10. Memastikan jumlah pengunjung Artist Talk melalui google form pendaftaran. 11. Merancang desain merchandise bersama komunitas seni. 12. Memproduksi merchandise 13. Mengunggah konten kilas balik acara di Instagram reels pada 8 Maret 2023. 14. Mewawancarai konsumen dan memproduksinya menjadi konten #25Testimony . 15. Mengunggah konten #25testimony setiap seminggu sekali mulai dari 4 Maret 2023 ......Petak 25 is a coffee artspace founded by Praditya Dwi Wicaksono in the Kucica area, Bintaro which consists of two facilities, namely a petak space and a petak cafe. Petak space is a coffee shop that provides a wide selection of food and drinks. In addition, there are meeting rooms and in- house stores in petak cafe for consumers to enjoy. Petak space is a gallery that displays artworks. Situation Analysis 1. Artists need space or a place to carry out their creative process, from finding concepts to expressing their artworks. 2. The convenience aspect of Petak 25 feels like a second home. 3. From the results from interviews it was found that Petak 25 is a place that is multifunctional and has the potential to be a creative space but is still not highlighted to consumers. Goal Inviting art enthusiasts to make Petak 25 as a creative space in expressing their interest in art Strategy Using experience marketing to provide a creative experience for target consumers which is divided into 3 stages, namely pre experience, consumer experience, and post experience. Target Consumer The intended consumer for Petak 25 for this communication strategy is a consumer who are art enthusiasts and a consumer who has the following criteria; 1. Demographic Art enthusiasts currently pursuing or have recently graduated from bachelor's degree/equivalent education and are in the workforce and are aged 18-50 years. 2. Geographical Settled in the area of South Tangerang and Jakarta. 3. Psychographics and behavior Have an interest in art, whether as an artist, connoisseur, or buyer, but feel that this interest has not been channeled properly. Then, they have the desire to study art more deeply and express their interest in art. With this desire, they hope to get a place to meet people who have the same interests and carry out creative processes, such as discussing art, making art, holding art exhibitions, enjoying art exhibitions, and buying art. Key Message “A cozy place to express art enthusiasm” Schedule January - March 2022 Budget Rp. 11.316.200 Evaluation Objective: 1. Educating target consumers about Petak 25 facility as a creative space 2. Give experience to consumers that shows the ability of Petak 25 facilities as a creative space 3. Encouraging the target consumer's interpretation of the experience they feel at the customer experience stage and inviting them to come back to Petak 25 to carry out their creative process Key Opinion: 1. Positive response from consumers in the comments column for each content. 2. There was an interaction between consumers and Petak 25 in the comments column. 3. Consumer participation in content #25play in sharing their knowledge about Petak 25 facilities. 4. There are visitors who can go to the art exhibition “The Melting Pot of Art”. 5. Visitors scan the QR Code provided at the door of the space plot. 6. Visitors purchase works of art at the counter plot space. 7. There are visitors who register on the artist talk registration form. 8. Artists and visitors actively hold discussions in artist talks. 9. There were visitors who ordered the “psychedelic dream” collaboration menu. 8. There are visitors who buy collaboration merchandise. 9.There are consumer uploads on social media regarding the “The Melting Pot of Art” series of events. 10. Positive comments from consumers about the series of events "The Melting Pot of Art". 11. There are consumer comments indicating their perception of Petak 25 as a place for creativity. 12. There are consumers who are willing to be featured in #25Testimony Results: 1. Doing submissions to select works of art on display. 2. Ensuring the readiness of art exhibitions from a technical perspective, publications and equipment. 3. Provide digital booklets and artwork descriptions. 4. Conduct opening events to be covered by the media. 5. Provide a counter for artwork transactions. 6. Ensuring the readiness of Artist Talk in terms of technical, publication and equipment. 7. Designing merchandise designs with the art community. 8. Producing merchandise 9. Uploaded event flashback content on Instagram reels on March 8, 2023. 10. Interview consumers and produce content #25Testimony . 11. Uploading content #25testimony once a week starting from March 4, 2023

Abstrak :

Profil Robries
Robries Gallery, didirikan pada 2015 oleh Syukriatun Niamah dan koleganya, bertujuan mengubah perspektif tentang sampah plastik melalui edukasi dan menciptakan produk bernilai dari limbah. Mereka mengusung konsep "rethink and recreate out of waste material" dan telah berkolaborasi dengan lebih dari 100 klien di berbagai negara. Selain bekerja sama dengan bank sampah dan komunitas lingkungan, Robries juga berkolaborasi dengan pemerintah dan lembaga untuk mendaur ulang limbah, menciptakan lingkungan sehat, serta mengubah sampah plastik menjadi produk artistik. Produk yang dihasilkan mencakup dekorasi rumah, perhiasan, alat makan, hingga filamen untuk pencetakan 3D.

Analisis Situasi
Media komunikasi yang digunakan Robries adalah Website dan Instagram. Website Robries terdiri dari beberapa halaman dengan substansi yang berbeda. Mulai dari memberikan informasi dasar tentang produk, proyek, dan informasi tentang Robries. Selain website, Robries aktif menggunakan Instagram sebagai platform komunikasi interaksi dua arah. Kontennya cukup bervariasi, yakni informasi tentang produk, proyek, kolaborasi, edukasi tentang sampah plastik, serta promosi acara dan kegiatan Robries. Berdasar pada analisis pasar, Ecollabo8 merupakan pesaing yang bergerak di industri yang sama. Sementara itu, wawancara dengan konsumen menunjukkan bahwa belum adanya keinginan untuk membeli disebabkan oleh beberapa faktor. Faktor tersebut berupa belum adanya urgensi dalam pembelian, keraguan akan kualitas, belum pernah melihat produk secara langsung.

 

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Robries' Profile
Robries Gallery, founded in 2015 by Syukriatun Niamah and colleagues, aims to change perspectives on plastic waste through education and creating valuable products from waste. They carry the concept of "rethink and recreate out of waste material" and have collaborated with more than 100 clients in various countries. Apart from collaborating with waste banks and environmental communities, Robries also collaborates with governments and institutions to recycle waste, create a healthy environment, and turn plastic waste into artistic products. The products produced include home decorations, jewellery, cutlery, and even filament for 3D printing.

Situation Analysis
The communication media used by Robries are websites and Instagram. The Robries website consists of several pages with different substances. Starting from providing basic information about products, projects, and information about Robries. Apart from the website, Robries actively uses Instagram as a two-way interaction communication platform. The content is quite varied, namely information about products, projects, collaborations, education about plastic waste, as well as promotion of Robries events and activities. Based on market analysis, Ecollabo8 is a competitor operating in the same industry. Meanwhile, interviews with consumers showed that the lack of desire to buy was caused by several factors. These factors include lack of urgency in purchasing, doubts about quality, never having seen the product in person.

Goal
Make people who are already interested in Robries products want to own Robries products.

Strategy
Using experience marketing to provide experiences to see, try, and make Robries products which are divided into 3 phases, namely Pre-Experience, Consumer Experience, and Post Experience.

Target Consumer
This program targets:

Key Message
"Waste into Wonder"

Schedule
17 - 25 February 2023

Budget
Rp61,827,000

Evaluation
KPI:

• Increased engagement rate to more than 2.7%
• There are more than 100 likes for each upload
• There are more than 5 comments on each upload
• The showcase room is attended by more than 50 visitors a day
• More than 50% of participants who attended became more confident and wanted to buy Robries products which will be measured through a post survey
• There are more than 10 registrants in one workshop session
• More than 50% of participants who attended had a better understanding of product quality
• There are more than 100 likes for each upload
• There are more than 5 comments on each upload