Public relations marketing strategy in building a brand awareness bulk store Vert Terre in 2023

Abstract

One company that concerns about waste management in its business operations is Vert Terre. Vert Terre runs a store with the concept of ecofriendly bulk goods, organizing environmental awareness activities and other campaigns with young people. For six years running, Vert Terre experienced an engagement decreasement on its Instagram account in 2023, hence, Vert Terre’s brand awareness still has not reached a strong level. In building brand awareness, Vert Terre used a marketing public relations (M-PR) strategy.  This research aims to explain the marketing public relations strategy in building Vert Terre’s brand awareness by using descriptive method with qualitative approach. Using three ways strategy which consists of pull strategy, push strategy, and pass strategy, with seven tools, namely publicity, social activities, media identity, events, sponsorship, news and presentations. The data were obtained through interviews and documentation. The result shows that the strategies implemented by Vert Terre are pull strategy, push strategy and pass strategy. The strategy is implemented by using tactics such as publicity, events, news, presentations, media identity and social activities. This implementation has not had a significant impact on increasing brand awareness in the public eyes as well as Vert Terre’s profit in 2023, one of the reasons is that the management of some of Vert Terre's social media is still not optimal.