Marketing Management of Virtual Event on SIPA (Solo International Performing Arts)

Abstract

The research is aimed to investigate how extraordinary an event organizer carried out a fairly successful marketing management implementation at the largest cultural festival in solo during the covid 19 pandemic which held virtually for the first time. It is a qualitative study using an ethnographic design that analyzes a unique case that exists in everyday life titled culture and focuses on the marketing management of an annual art event called Solo International Performing Arts in 2020. The result shows that the planning stage is carried out by identifying targets, determining marketing objectives, designing effective messages and communication channels, determining the amount of promotional budget, and determining promotional strategies. The implementation stage is carried out by applying advertising, personal selling, and sales promotion. The evaluation stage is carried out by holding coordination meetings, providing accountability reports, analyzing deviations, and determining follow-up steps as a solution in the future.