Increasing the Brand Awareness of Toko Makmur Raya’s Target Market Through a Promotional Video

Authors

  • Sugiarto Surya Otto Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya

DOI:

https://doi.org/10.9744/katakita.9.3.297-303

Keywords:

Desain kemasan, muesli instan, Kukkikit

Abstract

Toko Makmur Raya is a paint shop located in Makassar. The store's target markets are forepersons, house owners, and developers. Those three frequently visit the store and become loyal customers of the store. As one of the biggest stores in Makassar, Toko Makmur Raya has problem. That Toko Makmur Raya does not have strong branding to attract the target market. Therefore, Toko Makmur Raya needs to increase its brand awareness. To make that happen, the author provides a solution which is a promotional video. The theory of branding, target market, Unique Selling Point (USP), promotion, and promotional video will be used to make it happen. After finding out three USPs of the store that is: complete, affordable, and excellent services, those were highlighted in the promotional video. A promotional video can benefit the store because it can reach a larger audience by uploading the video to social platforms.

 

Keywords: promotional video, brand awareness, target market, private store

Author Biography

  • Sugiarto Surya Otto, Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
    English Department

References

Johnson, Karen S. (n.d.). Consumer Promotional Tools retrieved June 25, 2021, from https://smallbusiness.chron.com/consumer-promotional-tools-61400.html

Kallas, Priit. (2018, July 10). 8 Powerful Reason You Need to Use Video Marketing Retrieved from March 25, 2021, from https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/

Kenton, W. (2020, March 27). Marketing Essentials. Retrieved from Investopedia: https://www.investopedia.com/terms/b/brand.asp

Kokemuller, N. (2019, February 12). Marketing Promotional Tools. Retrieved February 1, 2021, from Chron: https://smallbusiness.chron.com/marketing-promotional-tools-60473.html

Tatum, M. (2021, January 23). What is a Promotional Video? Retrieved January 30, 2021, from Wisegeek: https://www.wisegeek.com/what-is-a-promotional-video.htm

Wigmore, Ivy. (2021, April 23). Unique Selling Point (USP). Retrieved March 23, 2021, from https://whatis.techtarget.com/definition/unique-selling-point-USP

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Published

2022-01-06

Issue

Vol. 9 No. 3 (2021)

Section

Articles

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