Implementing Technology-Driven Inverted Marketing Funnel Strategy for Brand Activation: A Case Study of Imboost at the Indonesia Maternity, Baby & Kids Expo (IMBEX) 2025
DOI:
https://doi.org/10.55927/ijsmr.v4i7.123Keywords:
digital marketing, MICE exhibition, inverted marketing funnel, event consumer behavior, brand marketing strategyAbstract
This study examines the implementation of a digital-first brand marketing strategy by Imboost, a supplement brand under PT SOHO Global Health Tbk, during the Indonesia Maternity, Baby & Kids Expo (IMBEX) 2025. Using the Inverted Marketing Funnel as the primary analytical framework, this paper critically evaluates how multi-stage digital touchpoints including social media marketing, paid advertising, Key Opinion Leader (KOL) engagement, online pre-order mechanisms, and post-event re-targeting—were deployed across three event phases (pre-event, during event, and post-event). A descriptive quantitative approach was applied, with sales realization data analyzed against predetermined targets. Results indicate that overall sales realization reached 70% of target, driven predominantly by online channels (55%) versus offline booth transactions (15%). The findings reveal a structural misalignment between the target audience positioning (children's products) and actual purchasing behavior (adult supplement dominance), suggesting that product communication strategy requires recalibration.
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