BUILDING CUSTOMER ACQUISITION STRATEGY FOR PT PILAR HIJAU MADANI

• Main Author: Safa Madani, Adiva
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84060
• Institution: Institut Teknologi Bandung

PT Pilar Hijau Madani, a leading billboard advertising company in Bogor since 2003, faces challenges in leveraging its billboards to attract new customers. This case study examines the current state of PT Pilar Hijau Madani's billboards, identifies areas for improvement, and formulates strategies to enhance customer acquisition. The evaluation reveals limitations such as ineffective location selection, inadequate marketing strategies, and a limited target market, which hinder customer acquisition and lead to inefficient resource utilization. To address these challenges, the study proposes a comprehensive marketing strategy aimed at maximizing billboard utilization and minimizing periods when billboards remain unrented. The implementation plan includes utilizing effective billboards, quickly responding to complaints, leveraging strong partnerships for targeted marketing campaigns, combining competitive pricing with customized marketing strategies, and using strategic locations supported by local networks. This strategy seeks to attract a broader market, thereby enhancing PT Pilar Hijau Madani's customer acquisition efforts and contributing to the company's long-term growth.