Figure 1. The four vectors through which a brand emerges. Source: Ollins (2008).
consuming. To neutralize the decline in the purchasing power of consumers, MSMEs must
have more creativity in determining economical packages or promotional packages that are
attractive to consumers, e.g., product packaging. SMEs can do promotional packages by providing 3-in-1 packages or cheaper price selling products with smaller packages. Another sales
strategy is to offer wholesale prices to consumers given the trend of group buying or panic
buying. Such strategies make consumers choose SME products over competing products.
(4) Focus sales on the online channel. The last new normal SME strategy is to focus on online
business, considering that this new normal era has forced the switch to online channels due to
changes in consumer behavior. Moreover, with the condition of the COVID-19 virus outbreak,
mobilization is limited and social distancing is encourged, so that consumers look for products
through the marketplace. To take advantage of this change in consumer behavior by shifting
sales focus to online channels, one must be aggressive in launching selling on websites, social
media, and e-commerce.
Based on the results of the mapping above, it can be concluded that there are three important
components in a branding strategy, namely, content and database advertisement. In terms of content,
SMEs must be able to create content that is attractive and in accordance with the target market.
Taking advantage of what is currently popular can also increase audience engagement with the
content. SMEs must also collect and analyze databases because it serves to maximize promos to
the right audience. Furthermore, ads for promotion must also be done because they are useful for
expanding the achievement of content created digitally to new users outside the database that are
still in accordance with the target market. Various types of digital marketing tactics and strategies
basically have the same goal: to promote a product or service to increase brand awareness which
in turn increases the number of purchases.
4.2 Collaboration
In addition, it is important for MSME actors to collaborate with various parties to be able to move
more quickly and effectively. In increasing the SME business, Jalur Nugraha Ekakurir is now
launching COD (Cash On Delivery) Retail feature, a service product to facilitate online buying
and selling activities through cash transaction on product delivery time. This is designed to make
it easier for people to buy necessities online and to encourage SMEs to continue to grow in the
midst of the COVID-19 pandemic in the face of the new normal.
4.3 Soft selling
Soft selling is when you adverstise a new product by releasing a product teaser that contains product
knowledge, prices, and launch dates. A timeline is then created to address pre-orders and such.
15
consuming. To neutralize the decline in the purchasing power of consumers, MSMEs must
have more creativity in determining economical packages or promotional packages that are
attractive to consumers, e.g., product packaging. SMEs can do promotional packages by providing 3-in-1 packages or cheaper price selling products with smaller packages. Another sales
strategy is to offer wholesale prices to consumers given the trend of group buying or panic
buying. Such strategies make consumers choose SME products over competing products.
(4) Focus sales on the online channel. The last new normal SME strategy is to focus on online
business, considering that this new normal era has forced the switch to online channels due to
changes in consumer behavior. Moreover, with the condition of the COVID-19 virus outbreak,
mobilization is limited and social distancing is encourged, so that consumers look for products
through the marketplace. To take advantage of this change in consumer behavior by shifting
sales focus to online channels, one must be aggressive in launching selling on websites, social
media, and e-commerce.
Based on the results of the mapping above, it can be concluded that there are three important
components in a branding strategy, namely, content and database advertisement. In terms of content,
SMEs must be able to create content that is attractive and in accordance with the target market.
Taking advantage of what is currently popular can also increase audience engagement with the
content. SMEs must also collect and analyze databases because it serves to maximize promos to
the right audience. Furthermore, ads for promotion must also be done because they are useful for
expanding the achievement of content created digitally to new users outside the database that are
still in accordance with the target market. Various types of digital marketing tactics and strategies
basically have the same goal: to promote a product or service to increase brand awareness which
in turn increases the number of purchases.
4.2 Collaboration
In addition, it is important for MSME actors to collaborate with various parties to be able to move
more quickly and effectively. In increasing the SME business, Jalur Nugraha Ekakurir is now
launching COD (Cash On Delivery) Retail feature, a service product to facilitate online buying
and selling activities through cash transaction on product delivery time. This is designed to make
it easier for people to buy necessities online and to encourage SMEs to continue to grow in the
midst of the COVID-19 pandemic in the face of the new normal.
4.3 Soft selling
Soft selling is when you adverstise a new product by releasing a product teaser that contains product
knowledge, prices, and launch dates. A timeline is then created to address pre-orders and such.
15