Advisers

Vinalyn L. Sarzata, MBA

Discipline

Business administration

Abstract

In Bulacan’s competitive construction sector, marked by rapid urbanization and surging equipment rental demand, effective promotional strategies are commonly associated with client reach and firm sustainability. This study examined the relationship between AIDA Model-guided promotional strategies (Awareness, Interest, Desire, Action) and client reach at DDM Construction Equipment Rental—a Bulacan-based firm specializing in equipment rentals and construction services—focusing on inquiries, client interest, and project conversions. A quantitative descriptive-correlational design assessed this relationship. Data were collected from eleven (11) purposively selected clients using structured Likert-scale questionnaires administered on-site. Statistical analyses comprised weighted mean for assessments, Pearson correlation coefficient (0.05 significance level), and ranking for challenges. Promotional strategies received strong endorsement, with composite means of 3.31 (Awareness, Interest, Action) and 3.33 (Desire), all interpreted as "Strongly Agree. " Client reach demonstrated robustness: inquiries (M = 3.38), client interest (M = 3.44), project conversion (M = 3.58). Direct staff communication excelled across stages (M = 3.45 awareness/interest; M = 3.55 inquiries), while promotions built competitive preference (M = 3.55) and prompted contact (M = 3.64). Pearson correlation revealed a strong positive, significant relationship (r = 0.81, p = 0.0001). Primary challenges included limited online/social media presence (frequency = 9), digital marketing expertise gaps (8), and technology adoption barriers (6), highlighting traditional method reliance amid Bulacan’s growth (4,754 building permits, 2021). The study concluded that AIDA-aligned promotions were associated with clients’ progression from awareness to action and with broader client reach. A PHP 6,139 annual promotional plan was proposed, integrating Facebook/website development, targeted ads (PHP 1,440), and Canva Pro to support digital visibility alongside established tactics like signage and word-of-mouth. Continuous evaluation and responsiveness improvements were recommended to sustain partnerships and profitability.

Keywords

bulacan, promotional strategies, aida model, client reach, construction firm, project conversion