Event Organizer Promotion LITERATURE REVIEW

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B. Event Organizer

1. Definition of Event Organizers An event organizer is a professional service on holding an event. The role of the EO is to help a client to hold event from opening to closing. http:adproindonesia.blogspot.com An event Organizer EO is everything about a team work. It is an organization consisting of several people which have function to hold the event started from the opening to closing. ArifinWijaya, http:diamondorganizer.blogspot.com201109pengertian- event-organizer-eo.html 2. The type of Event Organizer There are several categories of EO based on type of event, such as : a. MICE : Meeting, Incentive, Convention, Exhibition. E.O. It means that the event organizer does the program based on the business above. b. One Stop Service Agency: A big event organizer is able to hold a spectacular event until international scale. c. Wedding organizer: An EO which is chosen to hold wedding d. Brand Activation ; An EO helps the client to promote product for increasing selling by interacting with audience. e. Music and Entertainment : An EO that has specialization in holding entertainment, especially music. commit to user 9 f. Birthday Organizer: An EO which has ability to hold and handle birthday party. g. Private party Organizer: An EO organizing private party, generally for rich society. h. Promotion brand Marketing Mix Marketing, Outdoorindoor 7 Lagkah Jitu Membagun Bisnis EO, Yudhi Megananda, http:www.eocomunity.comshowthread.php?tid=4124

C. Promotion

1. Definition of Promotion Promotion is an activity of company to communicate their product and to persuade a consumer for buying this product. Kohler , 2006, http:digilib.petra.ac.id Promotion is a broad term. Basically it is a method that communicates a message from a seller to a buyer, in order to influence beliefs or actions. Since business success depends on standing out in a sea of competition, people are constantly coming up with new and innovative ways to get their message across to the potential customers. Belch and Belch, 2009, http:digilib.petra.ac.id Promotion is an activity done by marketing to inform, persuade, influence a opinion for buying their product. Grewa l a nd Levy,2008 , http:digilib.petra.ac.id commit to user 10 2. Goals of Promotion There are three goals of the promotion wanted by a company, such as : a. Informing A product is not good to anyone if nobody knows about it. A company should promote a new product to inform the customers. b. Persuading Persuading is all about changing the attitudes of a consumer. A good persuader is called a peace maker. It is important because it can influence the customer for buying the product. c. Reminding Most businesses have a set of loyal customers. Loyal They represent a reliable stream of business. This activity can improve the relation between a company and a customer. http:yellowschmello.comthe-goals-of- promotion. 3. Promotion Strategy A promotion needs strategy to achieve the goals. They are 18 strategies for promotion: a. Arrangement of promotion planning list The first, a company has a plan of the promotion to attract a consumer. It is started from goal, segmentation, product benefit, commit to user 11 budgeting and list promotion activity that will be done. It can be a barometer for the company. b. Deciding Promotion Concept The basic idea of company is to persuade a consumer for buying their products. A company should learn a consumer before deciding a promotion concept. A company can add a logo or a special slogan in the product to remind a customer. c. Determining Segmentation Segmentation is an important point in promotion. A company can sell their product needed by society. It is important to decide price and prestige. d. Focusing on Customers The company can do a simple way like solving problems. Thus, a company can make sure that the product is useful for them. e. Satisfying of Customers Need A customer knows everything which the customer need. A success company will listen and learn everything which customers want. Thus, the product created is available in market. commit to user 12 f. Giving Free Information This activity can be done for example like providing brochure, leaflet, website, etc that can be accessed by consumers. This information can be a reference for them to use the product. g. Using online marketing There are some social networks on the internet like e mail or Facebook. A company can make use it for communicating. Thus, consumers in local or international can access information easily. h. Media Relation Media relation has benefit for business. A company especially in medium scale can use it for spreading information, because there are many medias wanting to cover it. This is a good chance to look for a new relation for a cooperation. i. Joining at a Community Nowadays, a community become a right choice for a small or a medium scale of company. This is used to force budgeting in a promotion. If a company can sell their product to a community, the company does not need advertisement cost. j. Setting of Publication There are alternative publications for supporting like billboard or the other advertisement. If a company thinks that it is important, the company will set it in a proper place such as strategic place. commit to user 13 k. Doing Simple Thing Sometimes, people can appreciate someone from simple thing like giving smile, cleaning of the bathroom, picking up the phone in the third sound, interested card name, etc. The simple things above can give big impact to their business. Believe or not, people will respect from the simple thing before they get the big thing. Now, a company can begin to do this for influencing a client in their business. l. Giving Gift to Customers One of unique ways in promotion is giving a gift, such us free delivery, free soft drink, etc to the loyal customers. The gift is must not expensive. It apparently gives appreciation itself toward the customers. The customers will feel comfort and respect with the product. m. Mouth to Mouth Strategy Mouth to mouth strategy is the most effective strategy in promotion. It is done by giving information to someone and then the one will carry on this information to other. This is method of spreading information. n. Avoiding Copying from Popular Product A smart company will have a good strategy to solve a problem in a promotion. They will avoid a promotion strategy from the other big company. it causes copying of image from public. commit to user 14 o. Considering Competitor as a Friend A company often feels that competitor is an enemy. The company will try to avoid that. In fact, this is incorrect. The best way that the company should do is creating a feeling that competitor is a friend. The purpose is to stable price. Competition in business makes labile price and negative impact to a company. p. Cross-Promoting A company can do this strategy by entering promotion of the new product in a launching. Thus, the company can inform more one times in one promotion. q. Finding Last Alternative Advertisement Actually, a promotion is not a main point in a publication. Sometimes, a company does not get enough budgeting for this. The simple way that the company can do is find out the lower promotion strategy by improving internet. r. Waiting for the Result Finally, a company should be patient for waiting the result. A promotion is not an activity in a short time. However, the benefit can be enjoyed in a long time after the promotion done. A company should let the customers to evaluate their product and decide the best for them. 7 Langkah jitu Membangun Bisnis EO , Yudhi Megananda, http:blog.ub.ac.idnelapima2012032818-strategi-promosi-cerdas. commit to user 15

CHAPTER III DISCUSSION