PERANCANGAN AKTIVASI BRAND DAN MEDIA PROMOSI RAPHA COLLAGEN Stephanie Ovina Poerbadi 1 Perancangan ini dilakukan dalam rangka peluncuran produk minuman kesehatan dan kecantikan instan Rapha Collagen. Agar produk dapat dikenali dan mendapat kepercayaan target konsumen di area Surabaya secara luas maka diadakan event yang bernama The Beaut yang berlokasi yang berlokasi di pusat perbelanjaan mewah ditengah kota Surabaya. Kesuksesan brand Rapha Collagen ini sebagian besar bergantung pada event ini karena dengan adanya event ini dapat timbul kesadaran masyarakat tentang adanya Rapha Collagen, lalu dapat merasakan pengalaman langsung dengan produk yang ditawarkan. Setiap media promosi yang dirancang memiliki peran penting dalam menimbulkan kesadaran dan memberikan pengalaman secara langsung kepada target konsumen. Kata kunci: Kesadaran, pengalaman, media promosi. RAPHA COLLAGEN BRAND ACTIVATION AND PROMOTIONAL MEDIAS DESIGN ABSTRACT These brand activation and promotional medias are designed to help the company introduces Rapha Collagen instant health and beauty drink to their potential consumers. The main goal is to raise awareness and earn trust from target consumers so they will be loyal to the product. The event called The Beaut will be held in a luxurious shopping mall in Surabaya. With this event people will be aware of Rapha Collagen, and also they can get personal experiences with the product. Every promotional media has important role in raising awareness and giving the experiences to target consumers. Keyword: Awareness, experience, promotional media. 1 Stephanie Ovina Poerbadi adalah mahasiswa pada jurusan Desain Komunikasi Visual, Universitas Ciputra. Email: steph88poerbadi@hotmail.com VICIDI, Jurnal Desain: Vol X, No, X (September 2014): 100-101 1
FOREWORD UD Waradia Utama is a company specialized in manufacturing natural products. To expand their market, this company wanted to make a new product. They saw potential market growth among women living in big cities aged between 30 to 45. Women who have difficulties balancing work and life, they need a product that is practical but beneficial to them. They need to maintain their health and beauty. And this is how this company made Rapha Collagen. Rapha Collagen is an instant health and beauty drink with collagen as the main ingredient. It has two different variants, matcha and honey. Packed into a box, each box contained of 20 individual sachets with dosage of one time use. The price is idr175.000 per box. The problem is, this brand is very new that it needs to earn a credibility as a trustworthy product / brand. The first solution is to create a brand awareness. Brand awareness describes the potential buyer s ability to identifies, recalls a brand as a part of certain category (Durianto, 2004: 29). In order to create this brand awareness, this brand needs to do some sort of brand activation, where target consumers can have real life experience with the brand itself. Brand activation is a way to promote a brand that builds connection and interaction between brand and consumers, through a public activity (Indrajaya, 2008: 66). With creating a brand activation, the Rapha Collagen brand is expected to be recognized and succeed in the market. Rapha Collagen brand activation is designed based on research from online survey towards target consumers, observation using consumers journey report and literature review. RESEARCH RESULT AND CONCLUSION Based on literature review, below the line promotional media is the most suitable media to raise Rapha Collagen brand awareness. Below the line media is basically short-term marketing activity that is made to make consumers aware of certain products (Triadi & Bharata, 2010: 5). This company is still counted as a small scale business, so above the line media would waste lots of money, and would not make the brand more trustworthy (Indrajaya, 2008: 66). With below the line promotional media used in this brand activation, target consumers will be getting real life experiences with the brand / product. Stephanie Ovina Poerbadi, perancangan aktivasi brand dan media promosi Rapha Collagen 2
Based on VALS theory, Rapha Collagen s target consumers would be the thinkers type, who buy something for the value and functional reasons. Achievers, who are busy and need something that is practical, and makers, because this kind of product is what the target consumers desired and needed. There is one important result made by the online survey report. Most of respondents said that Point of Purchase (POP) display and physical booth attract them to buy something. Good design and marketing strategy is also important to make consumers loyal to a product. From all of the observation results written above, the conclusion is that the best way to make the brand a successful one is by having a product launch event. The event would make people aware of the brand, and then they can also experience the product at the event. VISUAL COMMUNICATION SOLUTION Rapha Collagen will be having a product launch event, named The Beaut pop-up Cafe by Rapha Collagen. The name The Beaut itself means beautiful, and also it has similar pronunciation with the word debut, to indicate that this event is the debut of Rapha Collagen brand. There will be pop-up cafe, where target consumers can try the product in small portion and in lower price. Product launch is the right choice to raise Rapha Collagen brand awareness, because for a start, the main purpose of promotion is to introduce the product, and make potential buyers know the taste of the product (Abimanyu, 2015: 187). The event will be held at Ciputra World Surabaya, because it fits the target consumers who have middle and upper socioeconomic status. Ciputra World claimed itself as luxurious shopping mall, with women as the brand ambassadors and models for for advertising medias. The promotional medias that are going to be designed are divided into two, medias that act as the main elements of this event, and medias that support the event. The overall design of The Beaut should represents the Rapha Collagen brand. Rapha Collagen brand attributes are used as the guidance of this brand activation design. The keywords are natural, pretty, youth, simple. Simplicity design style is used for typography and layout design to represent the simple and the youth, and realistic illustration is used to represent the pretty and natural. VICIDI, Jurnal Desain: Vol X, No, X (September 2014): 100-101 3
Image 1 Event Logo Image 2 Visual Elements Image 3 Booth 3D Rendering Stephanie Ovina Poerbadi, perancangan aktivasi brand dan media promosi Rapha Collagen 4
Image 4 Outdoor Flag Banner Image 5 Newspaper Ad Image 6 Facebook Page VICIDI, Jurnal Desain: Vol X, No, X (September 2014): 100-101 5
Image 7 Poster Image 8 Invitation Stephanie Ovina Poerbadi, perancangan aktivasi brand dan media promosi Rapha Collagen 6
Image 8 Free Sample Image 9 Flyer Image 10 Merchandise VICIDI, Jurnal Desain: Vol X, No, X (September 2014): 100-101 7
Image 10 POP Display Image 11 Supporting Medias Stephanie Ovina Poerbadi, perancangan aktivasi brand dan media promosi Rapha Collagen 8
FINAL The Beaut as an event needs promotional medias in order to function properly. Every promotional media is designed with its own function. Booth acts as the main element, because it would be the place where most of promotional activities will be placed. The design of the booth would be minimalist and all white. The booth is generally divided into two parts, the counter or the pop-up cafe, where people can buy things. And lounge area where people can sit and enjoy the drinks, or as a place for people to gain more detailed information of the product, from the sales person. To get people come to the booth / event, there are some promotional medias like outdoor flag banner, newspaper ad and poster designed. There would be ten outdoor flag banners put outside the mall building, to inform people that there is a pop-up cafe for seven whole days inside. Newspaper would be distributed locally so every people in the whole city could see the ad. Posters put inside the mall, so the mall visitors will be aware of this event. The main goal is to make people aware of this event. Facebook page is made before the event starts, to inform people about the event, promotions and also the products. People also will be able to upload or comment their experiences at The Beaut so others could see. A hundred of invitations will be distributed exclusively to the company s loyal customers, where they can get free merchandise and special promotions. There also will be of sales person girls who will distribute flyers and free samples to potential buyers. Free samples create high credibility towards the brand, because customers would realize that it is impossible for a company to give samples if the company itself is not sure about the product (Grede, 2008: 126). POP Displays are put on the cashier counter and on the tables at the booth, to remind people about the original purpose of this event. When they finally buy the product, free merchandise will be given for free, as a special promotion for this event only. Supporting medias like stationery set, uniform, ID card and packaging are designed to compliment the whole event. From this whole design process we can make a conclusion, great design visualization determines the value of a brand, but the success of a brand is depending not only on the visual design, but on how we creat strategies to VICIDI, Jurnal Desain: Vol X, No, X (September 2014): 100-101 9
promote the brand, how to raise target consumers awareness, how to make them experience the product, and how to make them trust the brand. Designers nowadays are expected to be creative both visually and strategically. Good research holds important role in this whole design process. And after The Beaut, it is to be expected that Rapha Collagen brand would earn trust from target consumers, and will be a huge successful brand in the end. LITERATURE SOURCES Durianto, Darmadi, Brand Equity Ten Strategy Memimpin Pasar, Jakarta, Gramedia Pustaka Utama, 2004. Indrajaya, Richie, Jangan Takut Mulai Bisnis, Jakarta, MeBook, 2008. Triadi, Dendy & Bharata, Addy Sukma, Ayo Bikin Iklan! Memahami Teori Praktek Iklan Media Lini Bawah, Jakarta, Elex Media Komputindo, 2010. Abimanyu Ariadi, Buku Pelajaran Marketing untuk Anda yang Ingin tapi Malas Belajar Marketing, Penerbit Ariadi Abimanyu, 2015. Grede, Robert, 5 Strategi Ampuh Berbisnis, Yogyakarta, B-first, 2008. Stephanie Ovina Poerbadi, perancangan aktivasi brand dan media promosi Rapha Collagen 10