Jakarta – Success at modern trade exhibitions is no longer determined solely by attractive booth designs or high visitor numbers. A study conducted by Sudarno and Syakirah Isfanti from Jakarta State Polytechnic reveals that an integrated digital marketing strategy implemented before, during, and after an exhibition plays a crucial role in increasing sales and strengthening brand activation. Published in 2026 in the International Journal of Scientific Multidisciplinary Research (IJSMR), the research demonstrates how Imboost utilized social media, digital advertising, influencers, online pre-orders, and post-event retargeting to engage consumers throughout the entire customer journey during the Indonesia Maternity, Baby & Kids Expo (IMBEX) 2025.
Digital transformation has significantly reshaped how companies promote products at trade exhibitions. Instead of relying solely on face-to-face interactions during the event, consumer engagement now begins long before visitors enter the exhibition hall. Through social media platforms, e-commerce channels, digital advertising, and influencer collaborations, brands can build awareness, stimulate interest, and encourage purchasing decisions even before the exhibition officially opens.
This trend was clearly demonstrated at the Indonesia Maternity, Baby & Kids Expo (IMBEX) 2025, held from 28 to 30 November 2025 at the Jakarta International Convention Center (JICC). As one of Indonesia's largest exhibitions dedicated to maternity, baby, and children's products, IMBEX provides companies with opportunities to showcase new products while implementing integrated digital marketing strategies to maximize sales. One of the featured exhibitors examined in this research was Imboost, a leading immune supplement brand owned by PT SOHO Global Health Tbk.
The study employed a case study approach supported by descriptive quantitative analysis. Primary data were collected through direct observation while the researcher served as a Brand Marketing Intern at PT SOHO Global Health Tbk during IMBEX 2025. The research combined internal sales reports, post-event evaluation meetings, company documents, and academic literature on digital marketing and MICE management to evaluate the effectiveness of Imboost's exhibition strategy.
Imboost designed its campaign using the Inverted Marketing Funnel, which organizes the customer journey into four stages: Awareness, Consideration, Conversion, and Trial & Repeat. During the awareness stage, the company promoted its participation through Instagram, TikTok, Meta Ads, and digital teaser campaigns. To strengthen consumer trust, Imboost also collaborated with several Key Opinion Leaders (KOLs) specializing in parenting and health content to introduce the Imboost Extra Kids product line to its target audience.
To encourage purchases, the company introduced an online pre-order system using Google Forms before the exhibition. It also partnered with jastiper (personal shopper services), allowing customers who could not attend the exhibition to purchase promotional products remotely. Following the event, Imboost continued engaging consumers through retargeting advertisements and loyalty-oriented digital content designed to encourage repeat purchases.
The findings revealed that the integrated digital marketing strategy generated 70 percent of the company's overall sales target. Notably, 55 percent of total sales originated from online pre-orders, while only 15 percent came directly from transactions at the exhibition booth. These results suggest that many consumers had already made purchasing decisions before arriving at the venue, highlighting the dominant role of pre-event digital engagement compared with on-site sales activities.
Despite these encouraging results, the researchers identified several factors that limited overall performance. One major challenge was the location of Imboost's booth in Hall A, an area that experienced relatively low visitor traffic throughout the exhibition. In addition, promotional materials emphasized messages such as "discounts up to 40 percent" without clearly presenting actual product prices. According to the study, consumers were more likely to respond positively to transparent price information than to percentage-based discount claims alone.
The post-event evaluation also produced an unexpected finding. Although the company's primary objective was to introduce Imboost Extra Kids, the best-selling product during the exhibition was Imboost Extra Vitamin C & D3 Effervescent, an adult immune supplement. This indicates a mismatch between the company's communication strategy and actual consumer purchasing behavior. Many parents attending the exhibition ultimately chose products for their own health rather than supplements specifically designed for children.
The research further showed that the Buy One Get One (BOGO) promotion generated stronger purchasing responses than conventional percentage-discount campaigns. Bundle promotions created higher perceived value among consumers and encouraged immediate purchasing decisions during the exhibition. In contrast, the effectiveness of influencer collaborations could not be accurately measured because the company lacked integrated tracking systems capable of connecting influencer activities directly to sales conversions.
According to Sudarno and Syakirah Isfanti from Jakarta State Polytechnic, successful digital marketing at exhibitions depends not only on creating attractive promotional content or collaborating with influencers. Companies also need comprehensive analytical systems capable of monitoring every stage of the customer journey—from viewing advertisements and visiting product pages to completing online pre-orders and final purchases. Such measurement systems enable organizations to identify which marketing activities genuinely contribute to commercial performance.
The study offers important implications for companies participating in trade exhibitions as well as the broader MICE industry. Digital marketing strategies should be designed as integrated campaigns covering the entire event lifecycle: before, during, and after the exhibition. Combining social media marketing, influencer engagement, digital promotions, online pre-orders, and customer analytics can significantly improve brand activation and sales effectiveness. The researchers also introduce the Digital-MICE Funnel Model, a framework positioning digital channels as the primary engine of customer conversion while viewing exhibition booths as platforms for strengthening customer trust and brand experience.
Author Profile
Research Source
Article Title: Implementing Technology-Driven Inverted Marketing Funnel Strategy for Brand Activation: A Case Study of Imboost at the Indonesia Maternity, Baby & Kids Expo (IMBEX) 2025
Journal: International Journal of Scientific Multidisciplinary Research (IJSMR), Vol. 4, No. 7, 2026.
DOI: https://doi.org/10.55927/ijsmr.v4i7.123
Journal Link: https://journalijsmr.my.id/index.php/ijsmr
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