Event marketing and strategy

The term ‘event marketing’ has been used in a range of different ways and given a range of different meanings. While all of these meanings may be appropriate in various contexts, the term utilized in this chapter refers to that part of the event management process that involves the marketing of events and hence, to the market research, promotion and advertising that aims at increasing the number of customers that pay to attend the event. The American Marketing Association defines marketing as “the set of activities, institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large” (www.ama.org). In this vein, event marketing includes the activities, tactics and tools used to communicate and promote the value of events to prospective attendees.

KUSTOM KULTURE EVENT MARKETING AS A BRAND COMMUNITY CREATIVITY

The purpose of this study is to describe kustom cultural events as a form of branding program from Retro Classic Cycles Jogjakarta and House of Customland Surabaya. During the event, we saw a touch of creative creation of the kustom kulture brand community. This study uses a qualitative method. Data were obtained based on observations and interviews with several people involved in the annual kustom kulture event. In addition, the researcher also developed data collection by looking at the social media managers of Retro Classic Cycles and House of Customland. Research findings show that there are efforts to develop brand communities, initiators routinely carry out annual activities in kustom cultural events. The kustom kulture event presents creative culture from a variety of artistic collaborators, both fine art and motor builder, which inclusively makes event collaborators really enjoy and actively participate in displaying their artworks as a medium for creativity exhibitions. Originality shows that kustom culture events are used as community media for kustom culture activists Retro Classic Cycles and House of Customland, as an effective way to build a certain identity of a community, so as to increase public knowledge about kustom kulture. Therefore, the quality and quantity of kustom cultural events can be increased according to the differences and novelty of the theme of the event being held.

ANALISIS SUMBER DAYA INTERNAL GUNA MEMBANGUN STRATEGI PEMASARAN UNTUK MENINGKATKAN MINAT BELI

ABSTRAKTujuan penelitian ini adalah untuk menganalisis faktor yang mempengaruhi minat beli konsumen Brekele Chips dan mengusulkan strategi pemasaran yang tepat untuk dapat Brekele Chips terapkan guna meningkatkan minat beli konsumennya. Penelitian ini menggunakan metode kuantitatif dan kualitatif deskriptif. Sampel pada penelitian ini berjumlah 123 penduduk Jawa Barat pada kelompok usia remaja yang diperoleh melalui teknik purposive sampling. Jenis data yang digunakan yaitu data primer yang diperoleh dari wawancara mendalam dengan Brekele Chips dan penyebaran kuesioner ke sampel penelitian. Metode analisis data menggunakan analisis internal based resources, analisis valuable, rare, costly to imitate, dan non-substitutable, analisis sustainable competitive advantage, dan analisis strengths, weakness, opportunities, dan threats. Berdasarkan analisis sumber daya internal yang dimiliki, hasil menunjukkan bahwa Brekele Chips dapat menerapkan suatu strategi pemasaran untuk meningkatkan minat beli konsumennya melalui pengadaan event marketing creative challenge. ABSTRACTThe purpose of this study is to analyze the factors that influence the buying interest of Brekele Chips consumers and propose the right marketing strategy to be able to apply Brekele Chips to increase consumer buying interest. This research uses descriptive quantitative and qualitative methods. The sample in this study amounted to 123 residents of West Java in the adolescent age group obtained through purposive sampling technique. The type of data used is primary data obtained from in-depth interviews with Brekele Chips and distributing questionnaires to the research sample. The data analysis method uses internal based resources analysis, valuable, rare, costly to imitate, and non-substitutable analysis, analysis of sustainable competitive advantage, and analysis of strengths, weaknesses, opportunities, and threats. Based on the analysis of its internal resources, the results show that Brekele Chips can implement a marketing strategy to increase consumer buying interest through the provision of creative challenge marketing events.

MODERN EFFECTIVE MARKETING TOOLS FOR BUSINESS DEVELOPMENT

The conditions for the functioning of the modern economy, which are characterized by fierce competition, require the management of companies to constantly modernize the business processes of the enterprise, the use of innovative tools and technologies in general and marketing in particular. This study is devoted to the generalization and substantiation of the essence of modern innovative marketing tools for business development. Thus, the paper reveals the essence of the most common marketing tools on the Internet, namely SEO (search engine optimization), contextual advertising, email marketing, SMM (promotion on social networks), event marketing (event marketing) and chatbots. It should be noted that in recent years, modern business is very active in its marketing activities of mobile devices. Therefore, the article also provides an analysis of recent studies to assess the impact of mobile devices on the world economy. It is concluded that mobile traffic is rapidly displacing desktop traffic, and companies need to take this into account when formulating a strategy. It was noted that the most modern example of this in Ukraine is an experimental draft concept in the field of electronic administrative services, which was announced by the 6th President of Ukraine - Volodymyr Zelensky - "State in a smartphone". The generalization of the use of chatbots by modern enterprises as one of the effective innovative tools has made it possible to identify the main advantages and disadvantages of their use. Recommendations for the formation of an effective marketing strategy of a modern enterprise were also offered. Among which were identified: 1.The use of marketing tools in the enterprise should be expanded and modernized. It is necessary to use modern innovative technologies, especially Internet technologies. 2. Business needs to focus on people. Almost all successful companies and brands in the long run are those that successfully satisfy the desires and needs of people. 3. It is advisable for marketers to focus on those tools that are most important for this business. The focus should be on more rational tools than using the budget to try to apply most of them.

Pengaruh Social Media dan Event Marketing terhadap Minat Beli di Pyukanau Official

Tujuan penelitian ini untuk mengetahui pengaruh dari Social Media serta Event Marketing terhadap Minat Beli produk fashion. Metode yang dipakai kuantitatif, korelasi mencari hubungan antara variabel. Pada penelitian ini populasinya adalah followers Instagram Pyukanau Official yang berjumlah 544 dengan menggunakan rumus Slovin diperlukan 100 orang responden. Pengambilan sampel menggunakan teknik purposive probability sampling dengan menyebar angket melalui Google Form. Hasil dari pengujian menggunakan IBM SPSS Statistics version 26.0 adalah nilai R 0,867 dan koefisien R2 0,752 atau 75,2%. Social media berpengaruh terhadap minat beli dengan nilai t hitung 4,697 > t tabel 1,984, event marketing berpengaruh terhadap minat beli dengan nilai t hitung 5,824 > t tabel 1,984, dan secara simultan antara sosial media (X1), event marketing (X2), terdapat pengaruh positif yang signifikan terhadap minat beli (Y) di Pyukanau Official dengan nilai Sig 0,000b (p < 0,05).

The Effect of Online Interaction on Brand Loyalty with Brand Engagement and Brand Trust as Mediating Variables

Abstract— The exponential growth of the banking industry in Indonesia presents competition as a challenge in how in maintaining customer loyalty. This research aims to determine online interaction propensity on brand loyalty mediated by brand engagement and brand trust. The proposed model is put to the test using data from an online poll of teenage customers. The panel was identified and developed using a snowball convenience sampling technique. This study used the Structural Equation Modelling (SEM) research method, usually used in causal models. This research involved 322 respondents who have participated in Indonesia runner online communities organized by banking industry players. According to the research, online interaction proclivity affected brand engagement and loyalty but has no effect on brand trust. Additionally, brand engagement has effects on brand trust and brand loyalty. Keywords— Brand Engagement, Brand Loyalty, Brand Trust, Event Marketing, Indonesian Banking, Online Interaction Propensity, Social Media Marketing.

Event marketing as a tool supporting the process of revitalization of post-military tourism space in Borne Sulinowo

The article describes a case study concerning the implementation of the principles of sustainable development in Borne Sulinowo, where the author investigates the effect of using event marketing activities as a tool for marketing a tourism product and a regenerated post-military tourism space. The aim of the article is to show how event marketing can be used as a tool supporting the development of tourism space created in the process of revitalisation of various areas, especially post-military ones, and to identify elements that can be used by local authorities to develop and promote their tourism space taking into account requirements of sustainable development (a given space should be revitalised in a specific way and, if possible, restored to its former status). The analysis is based on a case study of a rally of military vehicles organised annually since 2004 in Borny Sulinowo as part of the process of revitalisation of the town space. The study is based on data collected in the process of participant observation and on a review of available literature and online resources. The author demonstrates that mass events can be used as a way of promoting a tourism product that is being created and can directly or indirectly help to achieve particular objectives set out in the revitalisation programme. They can also can be used to dispell concerns of the local community by highlighting benefits and opportunities associated with the changes taking place.

Marketing Tools for the Development and Enhance the Efficiency of E-Commerce in the Context of Digitalization

The global electronic market has become so large that a successful business can no longer exist and develop outside the Internet. The article notes how digital technologies have penetrated into online business. They are being incorporated into marketing plans and daily life, and people are using digital devices instead of physical stores; digital marketing campaigns are becoming more prevalent and effective.The article discusses the main marketing tools for the development and efficiency of e-commerce in the context of global digitalization: SMM marketing, SEO, contextual and banner advertisements, communication marketing, video marketing, event marketing, remarketing.The main trends and the most influential tools of the digital age are also highlighted.The main Key Performance Indicators are given. They reflect how the actions that are taken as part of an online promotion help the company move towards achieving its e-commerce business goals.