Increasing the Brand Awareness of Samaya Coffee Shop to Its Target Market Using a Promotional Video

Authors

  • Jabriel Gian Santoso English Department, Faculty of Humanities and Creative Industries, Petra Christian University

DOI:

https://doi.org/10.9744/katakita.10.2.201-206

Keywords:

Negara Berkembang, Kota Makassar, Sistem Lalu Lintas, Pertumbuhan Kendaraan Pribadi, Terminal, Transportasi Umum

Abstract

Samaya Coffee Shop is a coffee shop in Solo City. Based on the research that I did, I found that Samaya still lacks of brand awareness, because only a few people know about Samaya. Therefore, the best solution to increase Samaya’s brand awareness is by creating a promotional video with USP (Unique Selling Points). There are several Samaya USPs that I highlight in the video such as the unique menu, private meeting room, and board games. The video is uploaded to Instagram and also to paid promotion accounts in Solo city, so the video could be watched by more target audience. A promotional video is the right effective solution is because video is one of the tools that is often watched by the target market when they seek out and discover the product they want to buy.

References

Barker, S. (2018, December 27). Follow This Process to Discover the Unique Selling Proposition

of Your Business. Business.Com. https://www.business.com/articles/determining-your-usp/

Dasic, A. (2021, January 19). Why video is important for business. Brid.tv. https://www.brid.tv/why-video-is-important-for-businesses/

Dolnicar, S. (2018). Market Segmentation Analysis. Springer Open.

Hope. (2021, June 11). Instagram. Computer Hope. https://www.computerhope.com/jargon/i/instagram.htm

Martin, B. (2019). Strategic brand management. ED-Tech Press.

Scott, M. (2011). The new rules of marketing & PR. John Wiley & Sons.

Smith, L. (2021, May 5). USP: definition and examples. Snovio. https://snov.io/glossary/unique-selling-point/

Wheeler, A. (2018). Designing brand identity. John Wiley & Sons.

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Published

2022-10-27

Issue

Vol. 10 No. 2 (2022)

Section

Articles

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