Bali is a Brand : Media Strategy for Small Industries at Karangasem Regency

Abstract - The economic crisis that swept across the world has forced all sectors of life including the tourism sector in Bali to improve their development strategies. Tourism as the main activity carried out by the majority of Balinese people are also experiencing insignificant developments in terms of number and duration of visits of the foreign tourists. Therefore, further alternatives are demanded to increase the communities’ incomes. The development of micro and medium industrial sector has faced problems dealing with the available capital, design and technology to compete with other products from the outside of Bali. In addition, the media that introduces the products of the small and medium enterprises (SME) is also very limited. Thus, it is necessary to build a concept to improve sales. This study used a descriptive qualitative approach, which involved observations to the several media sites created by small industries, as well as the use of the media to develop the market. The finding suggest that most of small entrepreneurs have inadequate (limited) knowledge related to the use of media sites and tend to follow the development of the era. Various shortcomings in conducting of the business development strategy using the media site result in low ratings and the low level of visits to the site Accordingly, the employers cannot gain maximum benefit from the use of the media site and remain a key form of marketing by traditional way, i.e. waiting for the arrival of foreign guests those escorted by tourism services companies. The development of strategies in promotion media field is required to improve the welfare and income of the micro and small entrepreneurs. Keywords: Branding, Brand strategy, Media strategy, Website strateg