Peran Validitas Data Visitor untuk Proses Telemarketing Pada Pameran Children Baby Maternity Expo 2019

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Giovannie Ramadhani
Heri Setyawan

Abstract

The exhibition industry as part of the MICE industry continues to grow so rapidly. This is because the exhibition is a media for promotion for the exhibition industry. The exhibition itself consists of two types, namely business to consumer and business to business. Business to business exhibitions can expand the scope of the company itself. The exhibitor industry that is no less important is the visitor. As a business exhibition, visitors who visit must be segmented to fit. Companies must use the right strategy. PT UBM Niaga Indonesia Exhibition is one of the companies engaged in the business exhibition industry that applies marketing strategies using telemarketing. This study uses descriptive qualitative methods to describe telemarketing marketing strategies through theories obtained and also by using in-depth interviews and direct observation in marketing at the company. The purpose of this study was to find out what are the processes of telemarketing in marketing to visitors by PT UBM Commerce Exhibition, as well as the validity of the data used for telemarketing. The results of this study explain in using marketing strategies through telemarketing there are several stages, namely data collection of prospective exhibition visitors, verifying databases, sorting databases, sending invitations and invitation segmentation. In addition, this research is also a telemarketing technique that allows prospective visitors to exhibit good products that show that valid data is a marketing strategy that can be easily delivered and attract consumers to buy or use the services offered.

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