Consumers Insight : Menjaga Konsistensi Komunikasi Brand (Evaluasi Aktivitas Komunikasi Pemasaran Waroeng Semawis)

Abstract

Integrated marketing communications should always be considered as an integration communication process to target sepcific audience in a certain unique way. Therefore it was no longer about how to choose the tools and integated it all through series of action but to craft the message, tone and manner which will be suited the target audiences expectation, need, want, dream, lifestyle. In short, all aspects of life as a human being. Consumers insight, compared to other segmentation criteria (geographic and demographic segmentation) provides more than just numbers and fact, but also in-depth knowledge about the target audiences and their characteristic as a man. In-depth interviews, focus group discussion and brain storming are some methods that could be used to gid deeper into cunsumer's life and portyaed the in detail. Consumers insight built from an understanding of facts or information, wich can be seen from the statistic and demographic data, and intuition, wich is gained throught in-depth discussion with the target audiences. All data collected from the consumers, which then will be called insight, will be use to build strategic communication patch that could specifically 'talk' to audience and create a long lasting relationship between brand and the audience.