[Nothing can stop you from enjoying the cinema, not even a pandemic.]

Hello Optimist People!

We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing.

[Nothing can stop you from enjoying the cinema, not even a pandemic.]

People must’ve been craving for entertainment after staying in the home during quarantine; binge-watching movies at home over and over must be tedious for some people who seek entertainment outside. A drive-in cinema is coming to town to gratify film lovers’ thirst for watching movies in public to bring the cinematic experience while still sticking to the rules of large-scale social restrictions (PSBB) in Indonesia.

The drive-in concept is not new in the world of cinema in Indonesia. In the past, Jakarta had a drive-in cinema in Bina Ria, Ancol, around the 1970s inaugurated by the Governor of Jakarta Ali Sadikin.  At a drive-in cinema, movie enthusiasts still can enjoy movies with the theatre vibes in their car. The film is shown on a giant screen, and the audio connects to the radio frequency in every vehicle; they provide a private and intimate atmosphere. Not only a comfortable experience, but they also applied the health protocols to maintain mutual security; you must comply with several rules at the Drive-In Cinema. For example, the body temperature must be below 37.5 degrees, wear a mask, do not get out of the car during events, etc. The number of visitors per car is generally limited to a maximum of 50 percent of the car’s capacity. Of course, as a viewer, you are also prohibited from shooting films because that is an illegal act.

Like theater in general, drive-in cinema provides entertainment by adding improvisation to give people a different experience. The drive-in cinema business can be said to be a profitable business during a pandemic. However, if you observe this business, it can be a temporary business, because unlike conventional cinemas, drive-in cinemas require a large enough area. Thus making it difficult for these businesses to open in each region will create new challenges due to high land taxes and a lack of parking space.

Wanna get more insight on marketing? Tune in every Thursday for more KaMIST!

Source: TheJakartaPost, WartaKotaTravel

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.