Proceedings of World Business Research Conference
11 - 13 June 2015, Hotel Novotel Xin Qiao, Beijing, China, ISBN: 978-1-922069-78-8
Marketing Communications through Branding Communication:
Analysis of Creative Workers of Tourism Industry in West
Sumatra of Indonesia
Fitri Adona*, Arni Utamaningsih** and Dra, Yusnani***
Marketing areas of West Sumatra conventionally considered less effective
because of poorly understood by investors and have not been able to save the
region from poverty. The main factors associated with the marketing of this
area are: (1) the value of the product and how to communicate them, and (2)
branding communication. The local government failing to establish the value of
the product if the product offered only a promise that does not correspond to
reality. Therefore, local governments must build the brand of the products it
offers. Good brand is able to bind consumers, have an emotional connection
with the consumer, easy to understand, easy to remember and can be trusted.
In fact, the government sometimes managed to create a brand of the product,
but failed to communicate them to the market.
The first year of this study intended to look at the effectiveness of marketing
communications West Sumatra government through branding communication
in overcoming poverty. This study was conducted over two years, the first year
to help the regions in defining and communicating its brand well and suggest
marketing to communicate the various potential areas to the consumer market
and investors; and the second year is planned to evaluate whether the
perpetrator marketing the area is already empowered and able to reduce
poverty?
In evaluating the activities of marketing communications, analysis was
conducted on the activities of the market, competitive conditions, and analysis
of the target audience to get the detailed information. This information will help
in the planning of the next marketing communications program. The evaluation
plan is divided into two criteria, namely the Pre-test and post-test. With the local
government of this study are expected to be able to increase the number of
investors and solve the problem of poverty. Marketing area by itself able to
improve empowerment, partnership, participation and social advocacy into
strategies to overcome poverty.
*Dra. Fitri Adona, M.Si., Department of Business Administration, Padang State Polytechnic, Indonesia. Email:
fitriadona@yahoo.com
**Dr. Arni Utamaningsih, M.Si., Department of Business Administration, Padang State Polytechnic, Indonesia. Email:
arni6965@gmail.com
*** Dra, Yusnani, M.A., Department of Accounting, Padang State Polytechnic, Indonesia . Email:yusnani@yahoo.com