Marketing Communication Strategy of Trade Expo Indonesia 2022 Event in The New Normal Era Ice BSD Tangerang Selatan

Gagih Pradini; Alin Tasya  Nurhanifah; Anisa Putri   Kusumaningrum; Kasmin; Edouard Aryadi  Supriyadi

doi:10.59889/ijembis.v3i2.126

Authors

Gagih Pradini Universitas Nasional Jakarta
Alin Tasya Nurhanifah Universitas Nasional Jakarta
Anisa Putri Kusumaningrum Universitas Nasional Jakarta
Kasmin Universitas Bina Sarana Informatika
Edouard Aryadi Supriyadi Sekolah Tinggi Ilmu Pariwisata Ambarrukmo Yogyakarta

DOI:

https://doi.org/10.59889/ijembis.v3i2.126

Keywords:

Covid-19 pandemic, marketing, communication strategy

Abstract

The Covid-19 pandemic has begun to subside after 2 years of Covid-19. Many industries have had an impact, many have gone out of business, and many changes have occurred; these have all had to take place online, not least events which also definitely have an impact and must be held online. However, after 2 years have passed, Covid-19 has subsided, and we have slowly been able to come back to experience offline events though the capacity is limited and must comply with healthcare protocols; because of that limitation, there are still many events that are held in a hybrid manner to satisfy visitors who cannot be caught coming offline, no exception The Trade Expo 2022 event, which this year is held with a new format, is hybrid. This study aims to find out what marketing communication strategies are carried out by the organizers; the other obstacles are the disadvantages and advantages of organizing the Trade Expo Indonesia 2022. The research method used is a descriptive qualitative analysis; Trade Expo Indonesia 2022 has communication strategies ranging from print media, social media, word of mouth, and telemarketing to advertising. Still, the unit could be more effective and e-catching, so many need to be made aware of the event Trade Expo Indonesia 2022, and this year there was a decrease in visitors. However, Trade Expo Indonesia 2022 scored the highest transactions this year.

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