The Analysis of Marketing Communications During the COVID-19 Pandemic
- 10.2991/assehr.k.210805.106How to use a DOI?
- COVID-19, Instagram, Marketing Communication, Case Study Marketing Communication Strategy
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.
- © 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/).
Cite this article
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 -