Penerapan promotional event pada grand opening charisma mangga dua square

Angeline, Frecia (2013) Penerapan promotional event pada grand opening charisma mangga dua square. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Salah satu kelebihan dari mengadakan special event bagi perusahaan adalah kemampuan untuk melibatkan customer ke dalam lingkungan yang bisa dikendalikan keadaan dan suasannya. Sehingga perusahaan dapat menjalin, memelihara dan mengembangkan hubungan dengan customer dan mencari customer baru. PT.Asia Garment’s Accessories, salah satu perusahaan yang bergerak di bidang aksesoris, mengadakan kegiatan event, yaitu grand opening Charisma Square sebagai promotional event yang dilaksanakan oleh Divisi Marketing dan Promosi untuk mencapai tujuannya yaitu menjalin, menjaga dan mengembangkan hubungan dengan customer dan mencari customer baru. Dalam event tersebut terdapat kegiatan personal selling, sales promotion dan pengunaan advertising tools. Dari hasil kegiatan magang penulis, disimpulkan bahwa PT.Asia Garment Accessories dalam mengadakan event tersebut melalui promotional event process yang terdiri dari communication objectives, event objectives, target audiences identification, invitation, implementation, dan evaluation. Karakteristik special event terdiri dari uniqueness, perishability, intangibility, ritual dan ceremony, embience dan service, personal contact dan interaction, labour-intensive, dan fixed timescale. Hal ini sesuai dengan yang dinyatakan oleh Shone dan Parry (2004, 13). / One of the benefits of holding a special event for a company is that it enables the company to get involved in the environment that the company controls directly. Thus the company can build,nurture, and develop a stronger relationship with its customer and also gain new customer. PT.Asia Garment Accessories, a company engaged in the accessories industry, held the Charisma Square Grand Opening as a promotional event executed by the Marketing and Promotion Division of PT.Asia Garment Accessories. The objectives was to build, nurture, and develop relationships with customers. This event involved personal selling, sales promotion, and advertising tools. Based on the outhor’s internship, it can be concluded that PT.Asia Garment Accessories used promotional event process that included communication objectives, event objectives, target audiences identification, invitation, implementation, and evaluation. The characteristics of the special event included uniqueness, perishability, intangibility, ritual and ceremony, embience and service, personal contact and interaction, labour-intensive, and fixed timescale. This is in accordance with Shone and Parry (2004, 13)

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