EVENT AS A FORM OF HANDICRAFT PRODUCT MARKETING COMMUNICATION STRATEGY

Abstract

Event marketing strategy can be known as a form of marketing strategy that is realized through organizing an event. The event marketing strategy itself includes all things equipment, technical, and promotional channels. Promotional channels here are intended to promote the event so that it is known to the general public. The goal is for the audience to come to the event held either by buying tickets or not for events that are open to the public. In 2021, exports of Indonesian handicraft products will reach USD 743.50 million or grow 16.48 percent per year. Meanwhile, in 2020 the value will reach USD 638.33 million as this shows that Indonesian handicraft products are resilient and adaptive to the Covid-19 pandemic. This paper aims to describe the strategies used in this Handicraft product marketing event. The research method used is a qualitative research method with a case study approach. The results of the study explain that Mediatama Binakreasi in making the Inacraft event strategy uses an important part of the marketing communication strategy, electronic Word of Mouth (e-WOM)