Jakarta – The Ministry of Tourism and Creative Economy (Kemenparekraf)/the Tourism and Creative Economy Board (Baparekraf) optimizes the use of design and storytelling in developing and marketing products of tourism and creative economy (Parekraf) actors.
Director of Strategic Studies at the Ministry of Tourism and Creative Economy (Kemenparekraf), Wawan Russiawan, emphasized the importance of using strong designs and narratives for tourism and creative economy actors in marketing their products so that they increasingly attract consumer attention.
“We have a lot of products. Unfortunately Parekraf actors do not yet have the ability to implement a product into an attractive design and strong narrative. Therefore, design and narrative are very important things that tourism and creative economy players must have in order to create extraordinary products,” said Wawan on Friday (28/8).
To support this, creative economy actors must first carry out a fairly complete data assessment. Because Wawan assesses the importance of completeness of data in any case, including for a product that will move someone to decide to buy.
“When we talk about data, data is an important component in research activities and study studies. We can transform data into information which ultimately becomes the basis for making correct decisions,” said Wawan.
Therefore, Kemenparekraf/Baparekraf held an online seminar on Inclusive Talk About Metadata (BISMA). Through this activity, Parekraf business actors are equipped with understanding as well as being able to share knowledge regarding how to make designs and narratives properly and interestingly as well as a means of gathering data-based information on Parekraf actors.
This online seminar presented two speakers, designer Sugeng Untung and film producer and book writer Handoko Hendroyono.
In his presentation, Handoko Hendroyono, said that storytelling is very important for conscious consumers. Namely to raise a sense of care and awareness of kindness and responsibility.
“For example, when consumers drink coffee, they have a big curiosity about the background of the coffee, such as who the farmer is, how to process coffee, types of coffee, the benefits of coffee, etc. We can pack information like this. through good storytelling,” Handoko said.
With storytelling, Parekraf actors can introduce a product or work by telling the value or meaning contained in it. Thus, creating a positive impression or energy that touches the heart and creates an emotional connection between the product and its consumers.
Handoko suggested that when Parekraf actors make a product they must start with the correct narrative. Narrative is not always in the form of a story line but also a strategy line.
Designer Sugeng Untung added that apart from narration, another important thing that needs to be considered in developing and marketing a product is design. “In the global era, product manufacturers must find out what consumers need and want. Although, the consumers themselves have not actually thought about the product. In that context, a product must be adaptive to the developments and changes of the times,” said Sugeng.
He continued, the era and the mindset of consumers will greatly affect the existence of a product. “The desire of consumers for a product grows along with the changing times. For example a fan. In the past, fans had a standard model and design. But along with the development and consumer needs, the fan design also changes with various types,” said Sugeng.
Therefore, he emphasized, design and storytelling have great value for a product. “All products must have a design and storytelling. There is not a single product in the world that is not designed. Design is the process of solving problems, solutions and innovation, as well as interactions that lead to customer satisfaction. Good products will sell. If they don’t sell, there will be mistakes in the design,” said Sugeng.
Therefore, he emphasized, it is important for Parekraf actors to pay attention to the design of a product. Because an attractive design is able to make the product more attractive to consumers.