Strategi Promosi Bandung Zoo Melalui Experiential Marketing

Studi Kualitatif Deskriptif Strategi Promosi Bandung Zoo melalui Experiential Marketing dalam Menarik Pengunjung Anak Sekolah Dasar dan Taman Kanak- kanak

Abstract

Bandung Zoo's promotional strategy is to attract visitors to elementary school and kindergarten. The expertiential marketing approach helps for each porses strategy to succeed. The program of greetings, animals, students shows that the strategy at Bandung Zoo has a purpose that is to educate the School Children and kindergarten. This research aims to find out the planning on Bandung zoo promotion strategy, the implementation of Bandung Zoo how it is processed, and the purpose of Bandung Zoo promotion strategy. The method in this study is qualitative with a Descriptive approach. Primary data collection techniques on research by means of interviews, observations, and documents, while secondary data researchers use book references, past research, and internet searching. The technique of determining informants is done in a purposive way. Informants chosen to be the source of information are Marketing Komunikasi Bandung Zoo, Public Relations Bandung Zoo, and Zookeeper Bandung Zoo. The result of the strategy process on the experiental marketing approach is the planning of Bandung Zoo in the beginning with a letter to the Elementary School and kindergarten, on the application of Bandung Zoo to introduce the animals brought so that the children are interested, and to the purpose of Bandung Zoo education conducted by the zookeeper Bandung Zoo gives their interest to come back to Bandung Zoo.