Elevating Event Organizer Services: Innovative Marketing Communication Strategies

DOI

10.2991/978-2-38476-247-7_31How to use a DOI?

Keywords

marketing communication strategy; marketing mix; event organizer

Abstract

This study aims to analyze and explain the Marketing Communication Strategy of PTEkma 89 Communication Surabaya in Increasing Sales of Event Organizer Services. This research method uses descriptive qualitative. The location of this research is at PT Ekma 89 Communication Surabaya. Determination of informants of this research is the branch manager of PT Ekma-89 Communication Surabaya, the finance department, marketing staff and clients of PT Ekma 89 Communication Surabaya. Data collection was carried out by means of observation, interviews and documentation. The results of this study state that there is a marketing communication strategy of PT Ekma 89 Communication Surabaya in increasing sales of event organizer services, in this study the marketing communication strategies implemented by the company are advertising, personal selling, retail and shop signage media, this is applied to increase PT Ekma 89 Communication Surabaya event organizer services and to minimize competitors. The conclusion of this research is that it can be concluded that the marketing communication strategy implemented through advertising is spreading flyers, electronic media (radio), billboard media, midi billboards and banners. Direct sales carried out by the company are sampling where the company distributes free samples of its products to the target market, spreading, namely promotional activities that involve sales to kiosks that are difficult to reach by distributors such as shops in the village in the hope of generating interest in purchasing the product, demos, market redemptions held in traditional markets where consumers buy certain products and exchange them for prizes by pulling coupons and door to door.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aura Intan Syahira
AU  - Djarot Meidi Budi Utomo
AU  - Poppy Febriana
AU  - Susanna Seyranovna Alieva
PY  - 2024
DA  - 2024/09/04
TI  - Elevating Event Organizer Services: Innovative Marketing Communication Strategies
BT  - Proceedings of the 2nd International Conference on Advance Research in Social and Economic Science (ICARSE 2023)
PB  - Atlantis Press
SP  - 268
EP  - 275
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-247-7_31
DO  - 10.2991/978-2-38476-247-7_31
ID  - Syahira2024
ER  -