Designing Granoolars Brand Promotion with Social Media Mix Approach as A Brand Awareness Strategy
DOI:
https://doi.org/10.17977/um064v1i72021p857-874Keywords:
brand promotion, social media content, brand awarenessAbstract
Abstract: Granoolars is a newly established business in the food industry that needs more brand awareness from the target consumers. Promotional content is one of the approaches to reach the audience for recognition. Since the consumer is the value co-creator, a thorough investigation was highlighted on the characteristics that the targeted consumer seeks in an ad, both the verbal and visual aspects. Moreover, the distribution channel of social media that the respondents mostly use was also discussed. The purpose of this study was to comprehend and design the promotional content which the audience approves. The design process uses Matt Cooke methodology which consists of definition, divergence, and transformation stage. The study is a quantitative method using an online survey on 300 respondents. The SPSS data analysis was used for the descriptive statistics analysis. The findings proposed that the respondents prefer marketing content that has the ad value of credibility and informativeness. Moreover, visual of the content that implemented a strong design principle is favorable for the audience of this study. The distribution funnel being adopted are Instagram and Twitter as the most used social media platforms by the respondents.
Keywords: brand promotion, social media content, brand awareness
Abstrak: Granoolars adalah bisnis yang baru didirikan di industri makanan yang membutuhkan lebih banyak kesadaran merek dari target konsumennya. Konten promosi adalah salah satu pendekatan untuk menjangkau audiens untuk mendapatkan pengakuan merk. Sebab konsumen adalah value co-creator, penyelidikan menyeluruh difokuskan pada karakteristik yang dicari target konsumen dalam sebuah iklan, baik aspek verbal maupun visual. Selain itu, saluran distribusi media sosial yang paling banyak digunakan responden juga dibahas. Tujuan dari penelitian ini adalah untuk memahami dan merancang konten promosi yang disukai audiens. Proses perancangan menggunakan metodologi Matt Cooke yang terdiri dari tahap definisi, divergensi, dan transformasi. Penelitian ini menggunakan metode kuantitatif dengan menggunakan survei online terhadap 300 responden. Analisis data SPSS digunakan untuk analisis statistic deskriptif. Hasil penelitian menunjukkan bahwa responden lebih menyukai konten pemasaran yang memiliki nilai iklan kredibilitas dan keinformatifan. Selain itu, visual konten yang menerapkan prinsip desain yang kuat sangat disukai oleh audiens penelitian ini. Corong distribusi yang diadopsi adalah Instagram dan Twitter sebagai platform media sosial yang paling banyak digunakan oleh responden.
Kata kunci: promosi brand, konten media sosial, kesadaran merek
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