Integrated Marketing Communication Solutions For BouquetBusinesses with Minimal Capital and Amateur Management

Abstract

Not all businesses are built with sufficient capital and professionalism. A case example is the Bouquet
business by Gen Z, which is sold in an online shop. The Bouquet Business "Giftbynannekkoya" was built with
minimal capital and amateur management, as a trial and error effort in the midst of the 2020 Covid 19
pandemic. Until now, its development has not reached the expected level. The question is, what and how is
an integrated marketing communications solution for a business like this? This research is qualitative and
carried out using an intrinsic case study method in a constructivist paradigm. Empirical data was analyzed
using CMC theory, and the STP, SOSTAC, SWOT, AIDA, SMART, and AISAS models. The results are, important
to carry out STP analysis so that consumer targets are clearer. Create a visual experience in the promotion
of the bouquet as a work of art produced with care and creativity. For flower bouquets, the main point is to
display beauty, freshness, and uniqueness. For snack bouquets, presenting innovations that present
surprises, by combining various favorite snacks into a bouquet that gives a cheerful and unique feel. For
money bouquets, by displaying a neat, thorough, attractive, and creative impression. Next, by offering
various bouquet variants as theme options to consumers, by displaying the personalized and emotional
experience of satisfied consumers, as an illustration of each bouquet being attractive and unique according
to the customer's tastes and needs. Utilizing interactive features of social media to provide a more
immersive experience.