INTEGRATING TRADITIONAL AND DIGITAL MARKETING STRATEGIES TO ENHANCE SALES PERFORMANCE OF INASAL NI INSAN

Abstract

Inasal ni Insan has been serving the Brgy. Bahay Toro community in Quezon City for over three years, offering chicken inasal and a variety of other food items. Despite its initial success and 24-hour operations, the business is currently facing challenges due to a decline in sales. This study investigates the integration of traditional and digital marketing strategies to evaluate the effectiveness of various marketing channels, including direct marketing, sales promotion, social media marketing, public relations, personal selling, mobile marketing, advertising, and sponsorship. Utilizing a correlational research design, the researchers surveyed 50 customers through convenience sampling to gather relevant insights. Respondents were assessed based on their demographic profiles, including age, gender, and frequency of purchase. The results of the study reveal that the majority of respondents were aged between 18 and 30 years old (66%) and were evenly distributed by gender (50% male, 50% female). The most common purchase frequency among respondents was weekly (42%).  In terms of the effectiveness of traditional and digital marketing strategies in enhancing the sales performance of Inasal ni Insan, several strategies were rated as “very effective,” including public relations (mean = 3.26), personal selling (mean = 3.64), mobile marketing (mean = 3.66), social media marketing (mean = 3.36), advertising (mean = 3.28), and sales promotion (mean = 3.64). In contrast, sponsorship and direct marketing were evaluated as “effective.”  However, statistical analysis indicated that traditional and digital marketing strategies did not have a significant impact on sales performance (p > 0.05). The key problems identified in the marketing efforts of Inasal ni Insan include the absence of social media engagement, limited sales promotions, ineffective marketing campaigns, a gap between customer expectations and actual experience, and the lack of a clearly visible menu. Based on the results gathered, Inasal ni Insan should prioritize a digital-first marketing strategy, with a strong focus on social media platforms such as Instagram, TikTok, and Facebook to effectively engage its young adult target audience. Personalized promotions and engaging video content can help boost visibility and customer interaction. This digital approach should be complemented by traditional marketing methods, including improved signage and targeted local advertising, which still hold significant value.  Additionally, implementing time-sensitive discounts and promotional bundles can drive foot traffic and increase sales. Regularly gathering customer feedback is essential for refining marketing strategies and ensuring alignment between customer expectations and the actual dining experience. Overall, the researchers recommend the integration of both traditional and digital marketing strategies to enhance the sales performance of Inasal ni Insan.