The Analysis of Marketing Communications During the COVID-19 Pandemic

DOI

10.2991/assehr.k.210805.106How to use a DOI?

Keywords

COVID-19, Instagram, Marketing Communication, Case Study Marketing Communication Strategy

Abstract

Marketing communication strategy, is a process to widely disseminate information about the company on the products that will be offered to the target market. The COVID-19 pandemic presents challenges to business owners, especially those engaged in coffee shops. One of them is Lacku_Id which experienced a decrease in sales because it is usually based on consumer visits to the coffee shop. This is because Lacku_Id has a unique place and carries a home concept coffee shop. The more modern media makes it easier for marketing communication strategies to be carried out so that Lacku_Id uses Instagram social media. The research objective was to determine the constraints of Lacku_Id’s marketing communication strategy via Instagram during the COVID-19 pandemic and to understand the implementation of the marketing communication strategy being carried out. This research is a qualitative research using case studies. The result of this research is that Lacku_Id carried out a marketing communication strategy with promotion through Instagram by actively creating content on Instagram stories and on the Instagram timeline without being endorsed or using influencers to retain employees. The problem with the COVID-19 pandemic is that Lacku_Id has to change its strategy, which previously focused on marketing places and inviting visitors to come but must carry out promotions by emphasizing product take away. Consumer interest in visiting and enjoying the place has forced Lacku_Id to implement a reservation supported by the COVID-19 health protocol.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jhofan Dinata Rudi
AU  - Eko Harry Susanto
AU  - Sisca Aulia
PY  - 2021
DA  - 2021/08/08
TI  - The Analysis of Marketing Communications During the COVID-19 Pandemic
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 673
EP  - 678
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.106
DO  - 10.2991/assehr.k.210805.106
ID  - Rudi2021
ER  -