Acquisition Program Enhancement of Event Manual through Banking Application Festival in Surabaya

The banking industry is one of the crucial foundations of Indonesia's economy. The use of event marketing strategies has become an essential promotional tool in expanding the reach of potential customers, one of which is applied by X Banking Company through the X Banking Application Festival. This study focuses on the X Banking Application Festival and limits its scope to the festival's implementation in Surabaya. The aim of this study is to enhance the acquisition program through the implementation of an event manual for the next X Banking Application Festival. The research method used is qualitative by conducting interviews with 7 informants who were involved in the X Festival in Surabaya and field observations based on internship activities. By employing tools, such as rich picture and fishbone diagram based on the DMAIC framework, Event Product Life Cycle, Event Manual, and Event Report, the identified priority issue is “The Failure to Achieve the Acquisition Program Target”. The results show that X Banking Company has not been able to meet the customer acquisition program targets at the X Banking Application Festival due to the absence of an event manual in the preparation process. This root cause was identified through analysis using fishbone diagram and interrelationship diagram tools. Given this issue, X Banking Company needs an event manual as a development solution to help improve team productivity in achieving customer acquisition targets at future X Banking Application Festival events.