Implementation of Storytelling Marketing and Experiential Marketing Strategies for Marketing Development of Sculpture Craft Artists in Bali

A. A. Bagus Satria Wibawa; Luh Putu Mahyuni

doi:10.55681/economina.v5i8.4016

Authors

A. A. Bagus Satria Wibawa Universitas Pendidikan Nasional (UNDIKNAS) Denpasar, Indonesia
Luh Putu Mahyuni Universitas Pendidikan Nasional (UNDIKNAS) Denpasar, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i8.4016

Keywords:

torytelling Marketing, Experiential Marketing, Carved Handicrafts, Marketing Strategy, Bali

Abstract

This study aims to explore and analyze the implementation of Storytelling Marketing and Experiential Marketing strategies in the marketing development of Balinese carved handicrafts. Narrative- and experience-based marketing strategies are considered relevant for strengthening consumers’ emotional engagement and enhancing the cultural value embedded in handicraft products. This study employed a qualitative approach using a narrative research method, focusing on four carving craft centers: Singapadu, Sukawati, Celuk, and Marga. Data were collected through in-depth interviews, participatory observation, and visual documentation, and were subsequently analyzed using narrative analysis techniques. The findings reveal that the application of storytelling, particularly narratives highlighting cultural philosophies and artisans’ creative processes, can establish strong emotional connections with consumers. Meanwhile, experiential marketing through workshops, studio tours, and direct interactions with artisans enhances consumer appreciation and loyalty. The study also found that integrating these two strategies not only expands market reach but also strengthens cultural identity and improves the competitiveness of Balinese handicraft products in the digital era.

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