{"id":2960,"date":"2018-06-10T11:33:55","date_gmt":"2018-06-10T04:33:55","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=2960"},"modified":"2019-06-26T14:01:08","modified_gmt":"2019-06-26T07:01:08","slug":"jersey-billboard-brand-awareness-atau-brand-ngenes","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2018\/06\/jersey-billboard-brand-awareness-atau-brand-ngenes\/","title":{"rendered":"Jersey Billboard: Brand Awareness atau Brand Ngenes?"},"content":{"rendered":"<p>Jika kita perhatikan 2 tahun belakangan geliat Industri sepak bola Indonesia sudah mulai bergairah kembali, setelah sempat mengalami masa keterpurukan mulai dengan adanya dualisme kompetisi hingga akhirnya berujung pada tidak terbayarnya gaji pemain sepak bola Liga Indonesia karena klub mengalami kesulitan finansial. Masalah finansial ini sangat lumrah membelit klub-klub sepak bola Indonesia semenjak aturan penggunaan APBD untuk pembiayaan klub sepak bola. Mahalnya nilai kontrak untuk menjadi satu-satunya sponsor utama yang terpampang di <em>Jersey<\/em> bertanding klub juga menjadi alasan Perusahaan atau pemilik <em>brand<\/em> ternama tidak mau mensponsori klub sepak bola. Maka lingkaran setan ini akan terus terjadi selama liga Indonesia bergulir, hanya klub dengan basis supporter yang besar dan fanatik yang bisa bertahan mengandalkan pemasukan dari tiket pertandingan. Artinya klub yang memiliki supporter fanatik akan punya uang lebih banyak untuk membeli pemain yang terbaik, sedangkan klub tanpa basis pendukung yang besar akan kesulitan mendapatkan pemain bintang.<\/p>\n<p>Jika anda adalah penikmat pertandingan sepak bola Liga 1 Gojek pasti sangat familiar dengan <em>Billboard <\/em>berjalan yang berlarian ditengah lapangan saling memperebutkan bola. Ya, <em>billboard<\/em> berjalan yang saya maksud adalah <em>jersey<\/em> pemain yang penuh dengan logo-logo perusahaan yang mensponsori klub sepak bola tersebut. Sebut saja Bali United, Arema FC, Persib Bandung, atau Madura United yang masing-masing memiliki lebih dari 5 sponsor yang terpampang di <em>jersey<\/em>nya. Dari sudut pandang pengelola klub sepak bola, hal ini sangat menguntungkan karena banyak sponsor berarti banyak uang yang masuk ke kantong klub. Dari sudut pandang perusahaan yang mensponsori klub sepak bola juga merupakan hal yang baik dengan memasang logo pada klub sepak bola yang mempunyai basis pendukung fanatik berarti <em>brand awareness<\/em> akan meningkat karena banyaknya orang yang datang ke stadion untuk menonton pertandingan secara langsung maupun yang menonton melalui layar kaca.<\/p>\n<p>Lalu bagaimana jika kita melihat dari sudut pandang anda? Sudut pandang Pecinta sepak bola, sudut pandang orang yang mungkin dianggap sebagai <em>Potensial buyer<\/em> dari produk yang mensponsori klub sepak bola? Ambil contoh <em>jersey <\/em>Bali United, bisakah anda menyebutkan semua produk yang memasang logonya di <em>jersey <\/em>bertandingnya yang total ada 16 produk berbeda? Bagi pemasar, apakah ini merupakan strategi <em>Brand Awareness<\/em> yang efektif atau malah menjadi strategi <em>brand ngenes<\/em>? Seberapa besar <em>Return on Marketing Investment<\/em> yang bisa diraih jika kita pemasar memasang logo produk atau perusahaan dengan harga mahal tapi logo tersebut tidak terlihat jelas atau dominan. Bandingkan dengan Manchester United yang hanya memberikan 1 slot untuk sponsor utama yaitu produsen Mobil Chevrolet.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Salam Marketing,<\/p>\n<p>Yoseph Benny Kusuma, S.M.,M.SM.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jika kita perhatikan 2 tahun belakangan geliat Industri sepak bola Indonesia sudah mulai bergairah kembali, setelah sempat mengalami masa keterpurukan mulai dengan adanya dualisme kompetisi hingga akhirnya berujung pada tidak terbayarnya gaji pemain sepak bola Liga Indonesia karena klub mengalami kesulitan finansial. Masalah finansial ini sangat lumrah membelit klub-klub sepak bola Indonesia semenjak aturan penggunaan [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[],"class_list":["post-2960","post","type-post","status-publish","format-standard","hentry","category-entrepreneurship-business-creation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jersey Billboard: Brand Awareness atau Brand Ngenes? | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/binus.ac.id\/malang\/2018\/06\/jersey-billboard-brand-awareness-atau-brand-ngenes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jersey Billboard: Brand Awareness atau Brand Ngenes? 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