Marketing Communication Of Parkour Sport

Moekahar, Fatmawati and Daherman, Yudi (2020) Marketing Communication Of Parkour Sport. In: Annual International Conference on Social Sciences and Humanities (AICOSH 2020), 28 Juli.

Text 3. Marketing Communication of Parkour Sport.pdf - Published Version Download (312kB)

Abstract

Parkour is a relatively new type of sport. The person who does this sport is called a practitioner. In Indonesia, this sport still does not have a formal organization like other sports yet. Even many people still do not know this sport. Therefore, Parkour needs form of marketing communication to be better recognized by the public. This study wants to explore the experience of Parkour practitioners in marketing communications to introduce this sport to the public. This research was conducted in Pekanbaru, Riau, Indonesia. Researchers collected data from in-depth interviews with 10 Parkour practitioners. In addition to interviews, researchers also collected data through observation and documentation. The results of this study show that marketing communication carried out by practitioners consists of three activities: communication by social media, direct communication and partnership. These three activities are included in the concept of marketing communication, personal selling and public relations. All of them were done to increase public awareness, create a positive image and maintain the existence of Parkour.

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