PERANCANGAN STRATEGI PROMOSI PRODUK SEPATU SWEET MOTION X WONDERWALK DALAM MENCIPTAKAN BRAND AWARENESS

Abstract

The purpose of this final project is to gain the awareness from the public to the shoe products of Sweet Motion x Wonderwalk. The background of this final project is by the lack of public knowledge about the products that have been issued by Sweet Motion x Wonderwalk. It is influenced by the lack of knowledge given to the public about Sweet Motion x Wonderwalk products. By using various kind of media to spread the product information to public, such as Youtube, Instagram, and Facebook, based on the theory of Intergrated Marketing Communication (IMC) such as advertising and sponsorship event. The creator also determines the STP (Segmenting, Targeting, Positioning) according to a brief that has been given by the client to determine the promotion strategy. Proper media planning can make the promotions more effective. Youtube is used as a medium for advertising with video formats, as well as Facebook Ads used for the sales of Sweet Motion X Wonderwalk is becoming more widespread, then the use of Instagram for target market is in order to show the looks of the product and public can make purchases through the contacts that have been given on Sweet Motion’s Instagram bio. With this final project work is expected to provide the awareness for the public, Sweet Motion x Wonderwalk is a shoe product that implements the concept of 60s era shoes, so the public will know in depth of this product and buy the product to increase revenue from the brand.