Strategic Marketing: The Key to Success in Maximizing Event Management
DOI:
https://doi.org/10.55606/jupiman.v1i2.1533Keywords:
event industry, strategic marketing, promotion, product differentiation, pricing strategyAbstract
Organizations have an interest in holding various activities supporting the enterprise's image branding and product marketing. Events as media or communication activities certainly also require planning and marketing strategies so that the events carried out are successful. The purpose of this study is to examine the role of strategic marketing in achieving success in event management. This research involved the contribution of 206 respondents who were obtained through the SurveyMonkey questionnaire which was distributed via email, WhatsApp and Instagram. Methods of data analysis using the mean and linear regression processed with SPSS. This research focuses on the study of marketing strategies which include price, promotion and product differentiation which effect on the success of the event menegement. The findings show that pricing, promotion and product differentiation strategies have a significant influence on the success of the event. The recommendations given in this study are that companies need to devise and define a marketing strategy which includes price, promotion, product and distribution. By establishing a clear marketing strategy, the company's excellence can be increased and achieve better performance.
References
…. 2022. Jenis-Jenis Tiket Event, Mana Yang Cocok Buat Event-mu? https://www.loket.com/blog/jenis-jenis-tiket-event. Acessed March, 10th 2023
Aghazadeh, Hashem. (2015). Strategic Marketing Management: Achieving Superior Business Performance through Intelligent Marketing Strategy. Procedia - Social and Behavioral Sciences. 207. 125-134. 10.1016/j.sbspro.2015.10.161.
Aydoğan, Sibel. (2020). Marketing and Digital Marketing Strategies in The Information Age. In book: Data, Information and Knowledge Management (pp.145-175). Publisher: Nobel Akademik Yayıncılık Eğitim Danışmanlık Tic. Ltd. Şti.
Baker, Timothy & Collier, David & Jayaraman, Vaidyanathan. (2017). A new pricing strategy evaluation model. International Journal of Operational Research. 29. 295. 10.1504/IJOR.2017.084357.
Batt, V., Holzer, M., Bruhn, M. et al. (2021). Effects of sponsorship quality and quantity on employee brand behavior. J Brand Manag 28, 495–509). https://doi.org/10.1057/s41262-021-
Befumo, Randy and Gilbreth, Neil. 2020 Eventbrite: The Best Event Pricing Strategy to Help You Sell More Tickets. https://www.eventbrite.com/blog/how-to-price-your-event-with-value-based-pricing-ds00/. Acessed March, 2nd 2023
Camilleri, Mark Anthony. (2017). Strategic Planning and the Marketing Effectiveness Audit. 10.1007/978-3-319-49849-2_7.
D. V. Chernova, N. S. Sharafutdinova, E. N. Novikova and all. 2020. Evaluation of Event Marketing in IT Companies. Lecture Notes in Networks and Systems,. vol. 84, pp. 487–493.
Damm, S. 2012. Event Management: How to Apply Best Practices to Small Scale Events. Hamburg: Diplomica Verlag.
Drengner, J., Gaus, H., & Jahn, S. (2008). Does flow influence the brand image in event marketing? Journal of Advertising Research, 48(1). https://doi.org/10.2501/S0021849908080148
Drummond, Graeme., Ensor, John., Ruth, Ashford. 2008. Strategic Marketing: Planning and Control. 3rd Edition. ISBN: 978-07506-8271-8. Accessed: http://dspace.vnbrims.org:13000/xmlui/bitstream/handle/123456789/4166/strategic_marketing.pdf?sequence=1&isAllowed=yA
Finoti, Lucas & Didonet, Simone & Toaldo, Ana & Martins, Tomas. (2017). The role of the marketing strategy process in the innovativeness-performance relationship of SMEs. Marketing Intelligence & Planning. 35. 298-315. 10.1108/MIP-01-2016-0005.
Gamble, John E., Peteraf, Margaret A., Thompson, Jr., Arthur A., 2017. Essentials of Strategic Management, The Quest for Competitive Advantage, McGraw-Hill Education, New York.
Getz, D., Svensson, B., Peterssen, R. and Gunnervall, A. 2012. Hallmark Events: Definition, goals and planning process. International Journal of Event Management Research, 7(1/2).
Girsang, R. M. (2019). Marketing Strategy For Leaders, Challenges, Finders and Market Effect. International Journal of Recent Trends in Engineering & Research, 05 (07), 8-15
Goldblatt, J. 1997. Special Events - Best Practices in Modern Event Management. 2nd edition. New York: John Wiley & Sons, Inc.
Hariyani, Iswi.,Serfianto, & Cita, Yustisia Sefiyani. (2011). Merger, Konsolidasi, Akuisisi & Pemisahan Perusahaan: Cara Cerdas Mengembangkan & Memajukan Perusahaan, Cetakan Pertama. Jakarta: Visimedia.
Heroux, Lise & Gultek, Mark. (2021). Marketing Strategies of American and Canadian Event Planners in a Pandemic. Journal of Marketing Management (JMM). 9. 10.15640/jmm.v9n1a5. https://www.eventbrite.co.uk/blog/academy/winning-event-pricing-strategy/. Accessed February, 27th 2023
Hinterhuber, A. (2008). Customer value-based pricing strategies: Why companies resist. Journal of Business Strategy, 29(4), 41–50.
Hoyle, Leonard H. 2002. Event Marketing : how to successfully promote events, festivals, conventions, and expositions. ISBN 0-471-40179-X. John Wiley & Sons, Inc., New York. https://www.banzai.io/blog/how-much-of-marketing-budget-to-events. Accessed February, 22th 2023
Kerzner, H. 2019. Using the project management maturity model: strategic planning for project management. John Wiley & Sons.
Kotler, Philip & Keller, & Manceau, & Hemonnet-Goujot, Aurélie. (2015). Marketing Management 15th. New Jersey: Pearson France
Kotler, Philip, Armstrong, Gary, Opresnik, Marc Oliver. (2018). Principles of marketing 17th ed. (17th ed., Global Ed.). Harlow: Pearson
Krizanova, A., Gajanova, L., Nadanyiova, M. (2019). Design of a CRM level and performance measurement model. Sustainability, 10(7), 2567.
Lee, S., Boshnakova, S., Goldblatt, J. 2017. The 21st Century Meeting and Event Technologies: Powerful Tools for Better Planning, Marketing, and Evaluation. CRC Press.
Liu-Lastres, Bingjie and Cahyanto, Ignatius P., "Building A Resilient Event Industry: Lessons Learned during the COVID-19 Pandemic" (2021). Travel and Tourism Research Association: Advancing Tourism Research Globally. 38.
Mair, Judith & Weber, Karin. (2019). Event and festival research: a review and research directions. International Journal of Event and Festival Management. 10. 209-216. 10.1108/IJEFM-10-2019-080.
Malau, Herman. 2017. Manajemen Pemasaran Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Moderenisasi Global. Alfabeta Bandung.
Moise, Daniel & Bogdan, Georgescu & Daniel, Zgură. (2012). The Use of Event Marketing Management Strategies. Procedia - Social and Behavioral Sciences. 46. 10.1016/j.sbspro.2012.06.448.
Mongay, J. (2012). Strategic Marketing. A Literature Review On Definitions, Concepts and Boundaries, 3-7
Parshakov, P., Naidenova, I., & Barajas, A. (2020). Spillover effect in promotion: Evidence from video game publishers and eSports tournaments. Journal of Business Research, 118(November 2018), 262–270. https://doi.org/10.1016/j.jbusres.2020.06.036
Patel, Rohit, Indices for Dynamic Pricing in the Event Ticketing Industy. 2018. Available at SSRN: https://ssrn.com/abstract=3149231 or http://dx.doi.org/10.2139/ssrn.3149231
Pearce, John A., Robinson, Richard B Jr. (2008). Manajemen Strategis-Formulasi, Implementasi, dan Pengendalian, Edisi sepuluh. Jakarta: Salemba Empat.
Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press
Ratchford, Brian T., The History of Academic Research in Marketing and Its Implications for the Future (February 2020). January 2020, Spanish Journal of Marketing - ESIC Emerald Publishing Limited 2444-9709 DOI 10.1108/SJME-11-2019-0096 © Brian Ratchford. Publishe, Available at SSRN: https://ssrn.com/abstract=3738720
Richards, G., & Colombo, A. (2017). Rethinking the Eventful City. Event Management, 21(5), 527–533.
Sammut-Bonnici, Tanya & Channon, Derek. (2015). Pricing Strategy. 10.1002/9781118785317.weom120162.
Sanad, Salah Naji Taher. (2019). An Overview of the Factors Influencing Strategy Implementation Process.
Schermerhorn Jr, J.R. and Bachrach, D.G. 2017. Exploring management. John Wiley &
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brand. In The Free Press. Free Press
Schüßler, Elke & Müller-Seitz, Gordon. (2013). From Event Management to Managing Events. Managementforschung. 23. 193–226. 10.1007/978-3-658-02998-2_6.
Sharafutdinova, N.s & Xametova, N.G. & Novikova, E.N. & Shnorr, Zh.P. & Rolbina, E.S.. (2020). Event Marketing as an Effective Tool for Building Long-Term Customer Relationships. 10.2991/aebmr.k.200324.104.
Shrivastava, Sanjay & Dawle, Abhijeet. (2020). AN OVERVIEW OF MARKETING COMMUNICATION STRATEGY: A DESCRIPTIVE STUDY. International Journal of Current Research. 12. 10.24941/ijcr.39886.10.2020.
Souki, Behzad, Naja, Reza Beigi; Daneshfard. Karamullah. 2020. Factors affecting the strategic planning in local organizations for designing a structural model. Vol. 13, N0.34, pp. 01 - 15 ISSN 2528-7737 (pdf)
Tafesse, W. (2016). Conceptualization of Brand Experience in an Event Marketing Context. Journal of Promotion Management, 22(1), 34–48.
Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, 38(2), 119-140
Victor, V., Thoppan, J. J., Fekete-Farkas, M., & Grabara, J., (2019): Pricing strategies in the era of digitalization and the perceived shift in consumer behavior of youth in Poland. Journal of International Studies, 12(3), 74-91. DOI:10.14254/20718330.2019/12-3/7
Wang, Y. and Jin, X. 2019. Event-based destination marketing: The role of mega-events. Event Management, 23 (1) pp. 109-118.
Wardhana, Aditya. (2022). Strategi Digital Marketing. In book: Bisnis Digital (pp.1-244) Publisher: https://scholar.google.co.id/citations?user=ka0E86IAAAAJ
Wheelen, Thomas & Hunger, J. & Hoffman, Alan & Bamford, Charles. (2017). Strategic Management and Business Policy: Globalization, Innovation and Sustainability, 15th Edition.
Wohlfeil, M., & Whelan, S. (2006). Consumer Motivations to Participate in Event-Marketing Strategies. Journal of Marketing Management, 22, 643–669
Xu, Y.H., Wong, I.A. and Tan, X.S. 2016. Exploring event bundling: the strategy and its impacts. Tourism Management, 52, pp. 455-467.
Yuleva-Chuchulayna, Radostina. (2019). Competitive Advantages And Competitive Strategies Of Small And Medium-Sized Enterprises. 16. 71-81.
Zarotis, George F. (2021). Event Management and Marketing in Tourism. 3. 75-81. 10.36348/gajhss.2021.v03i02.001.
Zohuri, Bahman & Moghaddam, Masoud. (2017). Event Management Categories and Best Practices. 10.1007/978-3-319-53417-6_4.
