Effectiveness Of Marketing Strategies Research Articles

Event Marketing sebagai Upaya untuk Memaksimalkan Akuisisi Pelanggan: Studi Kasus pada Perusahaan E-commerce X

Event marketing activities involve the use of a certain time, layout, management, and the participation of various parties. Event marketing is a strategy to introduce products and attract customers. The purpose of this study is to explain event marketing strategies to maximize customer acquisition in e-commerce X. Qualitative research with case studies has been implemented in one of the e-commerce in Indonesia. Interviews were conducted with five informants who were employees at the City Y Branch Office. The results showed that the form of event marketing from e-commerce X was divided into two activities, namely offline events and online events. Offline and online event marketing activities basically have the same form of events including roadshows, bazaars, seminars, and sponsoring other activities. Marketing events are held in schools or strategic places. The impact of the event marketing strategy carried out by e-commerce X has been positive on customer acquisition. The company's success in acquiring customers can be seen from the fulfillment of targets set by the company.

ANALYZING THE USES OF EVENT MARKETING STRATEGY AS THE EXPERIENTIAL MARKETING STRATEGY OF BANK: A STUDY ON A COMMERCIAL BANK LIMITED

The study investigates is to analyze the uses of event marketing of a bank: A study on a commercial bank. To identify the uses of event marketing as experiential marketing in the banking sector is present in Bangladesh. It is clear that event marketing makes the bank more profitable than other advertising strategies because it can grasp client attention than other marketing strategies. Event marketing can increase loans more than other advertising strategies. Event marketing strategy is that given greater control over clients because it can grasp clients' minds with memorable experiences or promotional events. The findings of this study suggest that most government bank doesn’t pay more attention to event marketing. But private banks pay more attention to event marketing and experiential marketing and they are beneficial with this. So it can be that a combination of event marketing and experiential marketing is the best solution for any bank for chooses their marketing tools. In commercial bank limited they need to increase event marketing because the uses of events become increasing day by day. An event marketing strategy that has a big opportunity in Bangladesh. There is no potential risk of using event marketing in the bank.

THE IMPACT OF MARKETING STRATEGY IN EVENT TO ATTRACT FASHION CUSTOMER’S BRAND AWARENESS

The growth of Small Medium and Enterprises Business is one of the main keys to an economy’s vitality. SMEs are known to have a major role in creating wealth, given their place in the economy. According to Chugtai (2014) SMEs business is growing rapidly and have a big strategies role to develop the economic growth in a city. Fashion business is the one of the potential aspects that Bandung’s have supported by availability of the raw material of products, social networking through the fashion community, and also the human resources that develop the fashion industry. As time goes by, many ways are done by the company to promote their products. The one of innovation that a company do to introduce product and create an awareness among the target market is by event marketing strategy. Event marketing is an activity that have been planned and organized by a company with the intent to introduce a brand of the company that have three critical elements that make the event marketing strategy success i.e. entertainment, excitement and enterprise (Hoyle, 2002). The marketing event is an opportunity for the company to reach a bigger market and establishing real and direct contact with consumers during events such as festivals, fairs, or sporting events, can produce a memorable brand experience for everyone (Zarantonello, 2012). SME business can use this marketing strategy to increase their brand awareness. Hopefully, they can understand how to design the strategy of event marketing to attract customer awareness, so that they can implement this event marketing strategy in their business. Research Aims: Analyse the impact of event marketing strategy to brand awareness customer apparel industry Design/methodology/approach: Judgement sampling method with respondents completing a fivepoint Likert scale close-ended questionnaire Research Findings: The result shows that event marketing has a positive impact on brand awarenessand also event marketing should be design well to make memorable memory for the customer

THE IMPACT OF EVENT MARKETING ON BUILDING BRAND AWARENESS FOR FASHION CUSTOMERS

The growth of Small Medium and Enterprises (SMEs) business is one of the main keys to an economy’s vitality. SMEs are known to play a major role in creating wealth, given their place in the economy. As time goes by, numerous strategies have been done by the company to promote their products. One of the innovations that a company does to introduce the product and build awareness among the target market is through event marketing strategy. SMEs business can use this marketing strategy to increase their brand awareness. The purpose of this paper is twofold: to analyse the effect of event marketing strategy to brand awareness customer apparel industry in Bandung, and to give a design recommendation. The result shows that event marketing has a positive impact on brand awareness. Several important aspects from an event that customer wants are an innovative, integrated enterprise event. Event marketing should be well designed in order to make the memorable experience for the customer. This paper will be useful for marketers, business owners and in particular for other parties involved in fashion SMEs to understand the impact of event marketing and its importance on building brand awareness for fashion customers. Ultimately, once they can implement this event marketing strategy in their businesses, they are able to design the strategy of event marketing to build customers’ brand awareness.

POST-EVENT VISITS AS THE SOURCES OF MARKETING STRATEGY SUSTAINABILITY: A CONCEPTUAL MODEL APPROACH

While extant literature has mainly concentrated on contemporaneous event tourism marketing (i.e., on visiting the city during or around the event) and on intentions to revisit after the event's completion, this research investigates the impact of the event on the decisions of potential tourists/visitors who have never visited the host city and want to visit it after the event's completion. Research in this area, especially in those emerging markets where event marketing is developing rapidly, is limited. In order to address the issues raised, a conceptual model is proposed. This model is based on a multivariate research approach, examining the interrelationships between event image, destination image, participants’ perceived satisfaction with the event and intentions to visit, under the context of non-repeat event marketing. Five hypotheses postulating these interrelationships were tested using structural equation modeling. A “non-repeat” event, the National Games, the biggest traditional sports event in China, was chosen to test this model. Selfadministered questionnaires were used to collect data relating to a period of two months after the event's completion. The findings show that the sustainability of event marketing strategy can be achieved through the post-event visit to the host city.

Consumer Motivations to Participate in Event-Marketing Strategies

As part of the Adidas goes street-campaign, the Adidas Predator Cup was a fun-soccer tournament designed to "reconnect the youth in Germany with Adidas and the soccer sport by enjoying the pure fun, freedom and personal happiness of playing an informal soccer match with friends". Despite knowing that the Adidas Predator Cup was designed to communicate the same commercial messages they would have actively avoided otherwise, the young target audience participated in large numbers in this event-marketing strategy. The current study investigates why young consumers are motivated in such large numbers to experience the hyperreality of the Adidas soccer brand by feeling for an afternoon like being Ronaldinho, Beckham, Ballack or Keane. Using Wohlfeil and Whelan's conceptual model, four predispositional involvement dimensions are identified as motivational drivers and tested, before interesting results are discussed.