DRIP IMPLEMENTATION ON MARKETING COMMUNICATION STRATEGY: GWK CULTURAL PARK BALI

Abstract

This research was conducted to describe how GWK Cultural Park implemented DRIP on their marketing communication strategies which made them really welcomed and accepted by their customers. This research was developed by using case study approach of qualitative method, with its primary data which obtained through in-depth interviews. Two employees of GWK Cultural Park were included in the research as informants. The researcher found that it was important to plan the best marketing communication strategies before creating a new kind of business. The researcher used the ‘DRIP’ acronym from Fill (1999) to analyze the strategies. Differentiate, Reminding, Informing, Persuading are the 4 factors of GWK Cultural Park were analyzed in this research. These 4 factors has an important role in the making of images or brand for GWK Cultural Park.