Ridho Yades, Ria Edlina

Strategi Komunikasi Pemasaran Mini Soccer Relone Arena Dalam Membangun Brand Image

Introduction

Strategi komunikasi pemasaran mini soccer relone arena dalam membangun brand image. Pelajari strategi komunikasi pemasaran Relone Arena, fasilitas mini soccer di Padang, dalam membangun brand image positif melalui Instagram untuk atasi brand awareness rendah.

Abstract

This research aims to describe the marketing communication strategy used by Relone Arena, a mini soccer facility in Padang City, in building Brand Image through social media, especially Instagram Relone Arena faces a number of problems, including the failure to consistently achieve its target of 200 hours of field rental per month, low brand awareness among the public, and inconsistency in promotional content on Instagram in terms of both frequency and visual quality. Based on the We Are Social report (2024), Instagram is included in the top five most used social media in Indonesia, making it a potential platform in reaching target audiences, especially the younger generation. This research uses a descriptive qualitative method with data collection techniques through observation, interviews, and documentation. The results showed that Relone Arena has implemented eight integrated marketing communication strategies, namely advertising, sales promotion, event organization, public relations, direct marketing, interactive marketing, word of mouth, and personal selling. These strategies succeeded in forming a positive Brand Image as a premium sports venue and friendly service. However, the utilization of Instagram features such as paid advertisements and live broadcasts still needs to be improved to maximally expand audience reach.

Review

This research, titled "Strategi Komunikasi Pemasaran Mini Soccer Relone Arena Dalam Membangun Brand Image," presents a pertinent and well-focused investigation into the marketing communication strategies of a local mini soccer facility. The study clearly articulates its objective: to describe how Relone Arena, facing challenges like low brand awareness and inconsistent field rental targets, leverages various strategies, particularly through Instagram, to cultivate its brand image. The rationale for focusing on Instagram is strongly supported by current social media usage trends in Indonesia, making the research question highly relevant. The chosen descriptive qualitative methodology, employing observation, interviews, and documentation, appears well-suited for gaining a comprehensive and in-depth understanding of the implemented strategies. The study's findings offer valuable insights, revealing that Relone Arena employs a multifaceted approach, integrating eight distinct marketing communication strategies. These encompass a broad spectrum from traditional methods like advertising, sales promotion, and public relations, to more modern techniques such as direct marketing, interactive marketing, word-of-mouth, and personal selling. Crucially, the research demonstrates that this comprehensive and integrated strategy has been successful in forming a positive Brand Image, positioning Relone Arena as a premium sports venue known for its friendly service. This detailed exposition of successful strategies provides practical guidance for other small businesses operating within competitive local markets. While the research effectively maps out the current strategic framework, it also constructively identifies an area for significant improvement: the underutilization of advanced Instagram features, specifically paid advertisements and live broadcasts, to maximally expand audience reach. This observation presents a clear opportunity for Relone Arena to further optimize its digital marketing efforts. For future research, it would be beneficial to explore the tangible impact of implementing these underutilized features on key performance indicators like brand awareness and rental hours, perhaps through an experimental or action research design. Overall, this paper provides a robust analysis of marketing communication in a local business context, offering both insightful findings and actionable recommendations.

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