Communication Creativity for Marketing Services for NewbornDocumentation on BABYOMO.ID to Attract Consumer Buying Interest

Abstract

Newborn documentation services (newborn baby documentation), only became known at the end of 2018
and will become increasingly popular in 2022, early after the Covid-19 pandemic. This business is included
in the creative industry which takes advantage of developments in digitalization technology. Even though it
is still new, the development of this business around Jakarta, Bogor, Depok, Tangerang, and Bekasi
(Jabodetabek) is running fast, increasingly attractive and competitive. Not tied to age, gender, and creative
ideas. In Jabodetabek itself, it is known that there are around fifty newborn documentation services that
have appeared. The newborn photo documentation service babyomo.id is an example of one of them. This
babyomo.id photo service is not one of the top 5 of mind overall. However, they are still able to attract
consumer buying interest. The question arises, what and how is the communication creativity for marketing
services for newborn documentation on babyomo.id to attract consumer buying interest? This qualitative
research was conducted using an intrinsic case study method in a constructivist paradigm. Primary data
was revealed by in-depth interviews and participant observation. The result is that the creativity of
marketing communications regarding the 7Ps from the newborn photo documentation service babyomo.id
is known, including their message strategy to build consumer awareness, interest, and loyalty. Apart from
that, there are also the results of the AISAS, SOSTAC, SWOT, 5S (Sell, Serve, Speak, Save, and Sizzle), SMART,
and 3P (Push, Pull, and Push) strategies.