Sapto Handriyanto Shared Tips in B’SNAP 2013
Advertising is generally defined as a media of promoting and marketing to increase sales of products / services. Advertising can also serve as a mean to campaign for a person or event, the information media to public, and a ‘tool’ to launch products and events. Along with the times, the needs of brand owners are no longer limited to the promotion of products / services for the customers’ enjoyment only. Brand is developed to expand the target market that they currently have.
That is what B’SNAP 2013 was trying to deliver by inviting Innovation and Business Development Director of Fortune Indonesia Sapto Handriyanto as a speaker, on February 22, 2013. The event held by Bina Nusantara University (Binus) was an opportunity to showcase the creativity of young generation in broadcasting field that was held in the 4th floor Auditorium, Kampus Anggrek Binus.
In the event, Sapto didn’t hold back from sharing his knowledge on advertising that has long been practiced. Sapto explained, advertising is basically an art that aims to persuade others to be willing to keep or change their attitude towards something through dramatized facts shown in the ad. “Without facts, advertising is just a lie,” said the man who has been crisscrossing the world of advertising for over ten years.
To provide profound understanding of advertising, Sapto delivered more visual examples through print ads and audiovisual commercials. To B’SNAP participants, Sapto advised not to overdo in analyzing the idea while engaged in the ad creation process. According to him, it makes ideas come to a halt and quickly disappear. “Like love, the more you analyze it, the faster it disappears,” Sapto said analogically.
Sapto also explained, unconsciously no one likes to be influenced. Therefore, advertisement is not made with the intent to influence someone. “But on how we suggest the minds of others,” continued Sapto.
The effort of giving suggestion is not easy, let alone when done through print ads, because expressing through writing and pictures that do not move is more difficult. Therefore, it takes precision in the making. “The tip is to create positive memories in the ads that can encourage the buying behavior of people without them realizing it,” said Sapto again.
For that, we need systematic thinking discipline in order that the clients’ investment through advertisement can be returned through good sale. One of the thinking disciplines that must be developed in the advertising industry is KONDE. “Konde here is not the bun that is usually worn by ladies at parties,” Sapto joked.
KONDE stands for Convergent and Divergent, the two stages representing the way advertising people work. Convergent is described as an inverted triangle pattern. In this pattern, we collect all the data and then process them into one big idea that will be derived into communication materials. After getting the big idea, the second stage begins. That is, thinking divergently. At this stage, the idea that has been acquired is developed through many channels of communication such as public relations, advertising, activation, digital, social media, design, and others.
With KONDE, the idea produced is the right idea and is at the same time applicable because it is the essence of all the data (Convergent) but can still be derived into all dimensions of communication (Divergent) thus creating an integrated communications campaign.