2019 Volume 65 Issue 4 Pages 4_47-4_54
In this research, the design strategy has been attempted to review against poor customer attractiveness, in conferences of non-profit organizations. In this process, noticing insights would be effective in considering the design strategy, because it would give us a new perspective of improvement, that we could not notice before. This demonstration is the aim of this research. Although the promotion has been developed from STP4P at event planning, the number of advance applicants was zero, three weeks before the event was held. In response, consumer behavior was reviewed, and depth interview was carried out to the target person. From there, negative insight was found, which could not be noticed when planning an event. Then, the SIPS model and STP4P were redesigned, to revise the concept and design representation of the event. After that, through the monitoring of participants number, it was examined the factor of improvement.
