Marketing Communication Strategy of Al Quran Publisher in the Covid-19 Pandemic Crisis

Tine Agustin Wulandari, Fitri Damayanti

ICOBEST 2021 - Digitalization and Opportunities in The Tough Time - ISBN 978-623-95562-1-1

Abstract

This research was conducted to find out the marketing communication strategy of Al Quran publisher through an innovative program that was run to increase sales during the pandemic. Through qualitative approach with case study on one of the publisher of Al Quran which was established a few months before the pandemic and then had to fight crisis like the current one. The results showed that during the pandemic, everyone is required to follow health protocols to reduce the risk of being exposed to the virus or transmitting it to others. People also tend to focus on fulfilling their primary needs. Because Al Quran is not the primary need for society, even in Indonesia, where the majority of the population is Muslim. Masks and hand sanitizers are more important than Al Quran. To survive in the midst of the crisis, Al Quran publisher used marketing communication strategy consisted of advertising (conventional and online ads); sales promotion (brand ambassador, celebrity endorsement, and giveaway); public relations and publicities (collaboration partners and event sponsorships); direct marketing (cooperation with bookstores); interactive marketing (using interactive contents on YouTube Channel). This strategy is considered successful as a solution as evidenced by increased sales. This research is expected to provide input for publishing companies to create innovative programs as a solution to the crisis due to the Covid-19 pandemic.

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