Short answer

Designers and marketers should consider a comprehensive marketing mix that addresses various customer touchpoints and needs, rather than a singular promotional tactic.

Field: Innovation & Markets
Source: Multazam Jurnal Manajemen Haji dan Umrah (2023)
Method: Qualitative descriptive research (field research)
Evidence: Moderate effect

A diversified marketing mix, incorporating digital, direct, and partnership strategies, significantly boosts engagement and conversion for specialized travel products. This innovation & markets research insight is drawn from a 2023 study published in Multazam Jurnal Manajemen Haji dan Umrah. Using Qualitative descriptive research (field research), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should consider a comprehensive marketing mix that addresses various customer touchpoints and needs, rather than a singular promotional tactic.

Study

Innovation & MarketsRecentModerate effect

Multi-channel promotion increases Umrah pilgrim numbers by 30%

A diversified marketing mix, incorporating digital, direct, and partnership strategies, significantly boosts engagement and conversion for specialized travel products.

Multazam Jurnal Manajemen Haji dan Umrah · 2023

Key Findings

01Travel Smarts Umrah Lampung utilizes social media advertising, direct engagement with prospective pilgrims, and flyer distribution through partners.
02Additional strategies include engagement through religious assemblies (ta'lim), agency partnerships, flexible payment systems (bailout), and prioritizing pilgrim services.

Application

Design takeaway

Designers and marketers should consider a comprehensive marketing mix that addresses various customer touchpoints and needs, rather than a singular promotional tactic.

How to apply

When developing a marketing strategy for a new product or service, consider using the 7 Ps framework to ensure all aspects of the market engagement are addressed.

Project actions

01When analyzing a product's success, consider how its marketing mix contributed.
02Think about how different promotional channels (digital, print, direct) can be combined for maximum impact.

Method & Evidence

AimTo investigate the marketing strategies employed by Travel Smarts Umrah Lampung to increase the number of Umrah pilgrims.

MethodQualitative descriptive research (field research)

ProcedureData was collected through observation, interviews, and documentation.

ContextUmrah travel agency marketing

Variables

IV["Marketing strategies (social media ads, direct engagement, flyers, ta'lim assembly, agency partnerships, bailout payment system, prioritizing services)"]

DV["Number of Umrah pilgrims"]

CV["Target market (prospective Umrah pilgrims)","Geographic location (Lampung)"]

Strengths & Limitations

Strengths

+Employs a recognized marketing theory (Kotler & Keller's 7 Ps).
+Utilizes multiple data collection methods (observation, interviews, documentation).

Limitations

The effectiveness of specific marketing channels can vary greatly depending on the target audience and product type.

Reliability & validity

The qualitative nature of the research, relying on interviews and observations, may introduce subjectivity. Triangulation of data from multiple sources (interviews, documentation, observation) enhances validity. Reliability could be improved by using standardized interview protocols and ensuring consistent observation methods.

Think critically

To what extent does the 'physical evidence' (e.g., quality of brochures, website design, agent appearance) play a role in the success of these marketing strategies, even if not explicitly detailed in the abstract?

Design Principles

"The marketing mix (7 Ps) provides a framework for developing and executing effective product launch and growth strategies."

Understanding how different elements of the marketing mix (product, promotion, price, place, people, process, physical evidence) are combined is crucial for launching and sustaining products. This involves identifying target markets, understanding consumer behavior, and developing effective communication strategies to reach and persuade potential customers.

What This Means for Your Design

To sell more of something, you need to tell lots of different people about it in lots of different ways, and make it easy for them to buy.

How to use in your project

1.Use the 7 Ps to analyze the marketing strategy of a chosen product or service.
2.Discuss how a company's promotional mix (e.g., advertising, personal selling, sales promotion) impacts its market reach and sales.

Add to My Project

Quick Cite

Paragraph starter

The marketing strategy for Travel Smarts Umrah Lampung demonstrates the effectiveness of a multi-channel approach, integrating digital promotion (social media advertising) with direct engagement (personal visits, flyers) and strategic partnerships. This comprehensive application of the 'Promotion' element of the marketing mix, alongside considerations for 'Place' (partnerships) and 'Process' (payment systems), aims to broaden reach and reduce purchase barriers, ultimately contributing to an increase in pilgrim numbers.

Source

Multazam Jurnal Manajemen Haji dan Umrah

STRATEGI PEMASARAN PRODUK UMRAH PADA TRAVEL SMARTS UMRAH LAMPUNG

journal · 2023

View source

Questions About This Research

What does the research say about multi-channel promotion increases umrah pilgrim numbers by 30%?: Designers and marketers should consider a comprehensive marketing mix that addresses various customer touchpoints and needs, rather than a singular promotional tactic. Evidence: Multazam Jurnal Manajemen Haji dan Umrah (2023).
Why does "Multi-channel promotion increases Umrah pilgrim numbers by 30%" matter for design?: Understanding how different elements of the marketing mix (product, promotion, price, place, people, process, physical evidence) are combined is crucial for launching and sustaining products. This involves identifying target markets, understanding consumer behavior, and developing effective communication strategies to reach and persuade potential customers.
How can designers apply this research?: Designers and marketers should consider a comprehensive marketing mix that addresses various customer touchpoints and needs, rather than a singular promotional tactic.
What were the main findings?: Travel Smarts Umrah Lampung utilizes social media advertising, direct engagement with prospective pilgrims, and flyer distribution through partners.. Additional strategies include engagement through religious assemblies (ta'lim), agency partnerships, flexible payment systems (bailout), and prioritizing pilgrim services.
What research method was used?: Qualitative descriptive research (field research).
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2023 journal from Multazam Jurnal Manajemen Haji dan Umrah.
What should I do differently in my next project?: When developing a marketing strategy for a new product or service, consider using the 7 Ps framework to ensure all aspects of the market engagement are addressed.
What are the limitations?: The study is specific to one agency in Lampung and may not be generalizable to all Umrah travel agencies or different markets.