Strategizing Marketing Intervention Using AIDA Model to Increase Revenue for Event Management Companies

The event management industry in Malaysia plays a crucial role in stimulating the creative economy, business tourism, and entrepreneurship. However, companies such as Murni Sahabat Sdn. Bhd. have faced significant revenue decline following the COVID-19 pandemic. This research investigates the phenomenon of declining revenue through the lens of strategic marketing and applies the AIDA model (Attention, Interest, Desire, Action) as a guiding framework. Drawing from qualitative interviews and quantitative data analysis, this study identifies key marketing gaps, including low brand awareness, weak lead conversion, and limited digital engagement. The research highlights theoretical, practical, and contextual gaps in the Malaysian context, underscoring the urgent need for tailored interventions. Through the implementation of two cycles of interventions—establishing a marketing unit and strengthening CRM and alliances. The findings demonstrate improved brand visibility, audience engagement, and customer retention. The study contributes to academic literature by contextualizing the AIDA model within the Malaysian event management industry, while offering practical guidance to companies navigating post-pandemic challenges.