STRATEGI KOMUNIKASI PEMASARAN OLEH PATRON WEDDING ORGANIZER MELALUI PAMERAN TAHUN 2018

Patron Wedding Organizer is a wedding service that sees opportunities from the
high mobility of modern society due to busy activities resulting in people having high
standards in efficiency when preparing for a wedding. In order to be able to show their
existence and compete with other competitors, the Patron wedding organizer uses
exhibition promotion tools in their marketing activities. This study aims to describe how
the marketing communication strategy used by the Patron Wedding Organizer is through
exhibitions. The theory used in this research is the theory of exhibition. Qualitative
descriptive is the method used in this research, while the data collection techniques used
by researchers are interview and documentation techniques with the commissioners,
directors and staff of the Patron Wedding Organizer. The results showed how the Patron
Wedding Organizer's marketing communication strategy was through exhibitions. In the
initial planning, marketing communication is carried out by setting the objectives of
marketing communication, namely building public awareness of the existence of WO
Patrons and determining the target market to which it is intended. At the implementation
stage, consumers will be provided with information with the help of various supporting
tools. At the bidding stage, a wide selection of service packages is shown and the amount
of the budget is adjusted according to consumer preferences. Until entering the
implementation stage, the team will help provide assistance for all consumer needs until
the event is held. Evaluation is carried out after the event is carried out, this is carried out
to assess what achievements have been achieved and what actions must be taken to
correct the shortcomings and weaknesses of the Patron Wedding Organizer marketing
communication activities. This study found that the use of exhibition in its marketing is
quite effective because it can reach more potential consumers at one time, and there is an
increase in the number of consumers thereafter.