Encyclopedia of Marketing. What is Event Marketing? (pure event marketing) Event marketing examples

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For most business owners, event marketing is dark forest. One half of the entrepreneurs do not know what it is, while the other half believes that it does not suit them at all.

This situation arises due to the fact that there is no clear instruction that says: what, when and why you need to do in order to get a tangible result from event marketing. Therefore, I suggest you read this article and correct the situation.

a little water

Before explaining everything step by step, and even more so implementing event marketing, let's look at the main points, goals and concept. And I warn you right away, the theory will not be enough and it will be interesting.

event (event) marketing is a way to promote the company by organizing certain events (events).

It is often referred to as an element. In many ways, it has something in common with, and marketing. However, it is a standalone tool. marketing communications in business.

What is the reason for the effectiveness of events? First of all, in unobtrusiveness compared to the traditional one.

On the modern man gigabytes of advertising information is bombarded every day, and our brain has learned to ignore it, but this does not apply to event marketing.

And all because interesting events always cause people to positive emotions, a sense of belonging to what is happening and the desire to share with friends. So it's a sin not to use it for commercial purposes :-).

Events not only build audience loyalty to the company, but the tool itself creates a viral effect. So, it advertises and reduces the cost of promotion.

Goals are goals

You may be surprised, but with the help of event marketing, you can solve dozens of tasks.

It all depends on the characteristics of the business and the tools used. Therefore, I have compiled a list of the most popular goals for event marketing:

1. Increasing brand awareness;
2. Level up ;
3. Resuscitation of the client;
4. Demonstration of a new product;
5. Strengthening corporate culture;

Most often, event organizers try to perform several tasks at once, which is quite realistic, since they have something in common.

But one goal must be prioritized and focused on achieving it.

And this is a flash mob, by the way, it also belongs to events

VIEWS WITH EXAMPLES

To begin with, let's decide who all the same suits such a tool. And I can answer you this way: events suit both B2B and B2C businesses in a variety of niches, the main thing here is to choose the right type of event.

Example: A massage master can invite his clients to a free master class on the topic “Self-Massage”.

And during the event or upon its completion, sell training or a subscription to their services.

And all because, each event is unique and pursues its own tasks, so let's figure out what suits who.

1.Corporate events

This is the application of event marketing within the company, that is, mainly for the employees of the company.

The main goals of organizing such events are to improve the attractiveness of the employer (after all, employees tell you exactly about you).

Another bonus is an increase in labor efficiency, that is, employees. And so, these activities include:

1. corporate events. Peculiar parties within the company, usually timed to coincide with an event.
2. Quests. Intellectual and entertaining activities for the development and strengthening of team activities.
3. Sports events. Games and competitions that are also designed to improve teamwork.
4. Trainings. Educational programs for employees, it is usually an element of non-material motivation.
5. . General definition activities held for team building, usually as games.

And much, much more... You don't need to look far for examples, because almost every company holds various events for staff.

One of the leaders in this area is Megafon, they annually hold motivational programs for employees, where they will raffle off valuable prizes.

Wow .. And we have a fun corporate party

2. Trade events

These are events for partners, dealers, customers. In addition to increasing brand loyalty and awareness, such events solve another important task - they sell the next step.

This may be an invitation to another meeting, registration in the system, the sale of a product and other decisions. In this case, the activities are different:

1. Summits. Negotiations of the first persons of companies from a certain industry.
2. Conferences. A meeting of people to discuss certain issues.
3. Presentations. It is held to promote the launch of a new product of the company on the market.
4. Impressions. Often held in the fashion industry to highlight the release of new clothing collections.
5. Seminars. Usually they consist of speeches by speakers who share their experience and knowledge.

Due to such events, the company improves its image and shows its expertise.

An example of such an event is the annual conference of credit and mortgage brokers, which is held under the auspices of EBK SYSTEM (a service that helps organize the business of brokers and credit experts).

3. Special events

Here are all those events that are not included in other sections. And more often, these are mass entertainment events, where the company acts as an organizer or sponsor.

Such events are usually significant for a large number of people, for example, these can be:

1. Sports matches and tournaments. Used to place brand logos on stadiums, players' uniforms.
2. Master classes. Active demonstration of expertise for potential clients. Used to handle objections.
3. Festivals. Usually this is an entertainment event for the target audience with the aim of PR of the company.
4. Draws and lotteries. Just like festivals, they serve to increase awareness and brand loyalty.
5. Shock promotion. Various events and promotions based on intrigue that make people pay attention to the brand.

Few sporting events do without the help of a business that funds the organization and in return receives a place to display the logo. For example, the insurance company SOGAZ sponsors the KHL.

Sponsorship

Implementation instructions

Well, it's time to move on to practice and tell you how to apply event marketing in your business.

But first I want to note one specific detail - this is a rather complicated promotion method, which is replete with nuances.

Therefore, it is not worth waiting for the first event to be held with a bang. And all because the effectiveness of event marketing primarily depends on the experience and skills of the organizers. So there are three ways for you:

1. Hire an employee to organize events;
2. Use the services of agencies or other contractors;
3. Do everything yourself, surrounded by books, and stuffing your bumps.

But even if you decide to organize events through third-party hands, then in any case I advise you to read the instructions. So you will know all the stages and nuances. Enjoy reading.

Ready to implement

Step 1. Planning

The first and main thing to do is to plan the event from A to Z. You must work out absolutely all the details as much as possible. There can be no trifles here, because everything is important:

1. Goals and objectives of the event;
2. Place and time of the event;
3. Resources, including for promotion;
4. program or script;
5. Target audience of the event.

And I want to note that the latter is especially important. After all, an error in determining the target audience will nullify the result of all work.

Either the event will not gain coverage, or there will be few of your potential customers among the visitors.

So…maximum accuracy

Step 2. Promotion

In order for the organization of the event to bring the desired effect, it is important to notify the audience about it, stir up its interest and finally remind about it before it starts. So this step is divided into 3 more steps:

2.1 Announcement

You can do this in a hundred different ways. It makes no sense to list them all, so let's focus on the most popular ones.

So, for example, you can get by with a small promotion budget if you use for the announcement:

1. Placement on own media resources:, companies.
2. Distribution of printed or other materials to visitors.
3. Implementation of information in employees who communicate with the client.
4. Create a separate group/meeting for the event.

In principle, this can be dispensed with, and, as you can see, the cost of announcing is quite small.

But to increase the coverage, you can immediately add paid promotion channels. We even have a whole article that will help you with this.

Events VKontakte

2.2. Promotion

Between the announcement of the event and its holding, a period is usually set, and it can be from several weeks to several months.

At this time, it is necessary not only to prepare a program, but also to work with the audience in several directions at once.

And the first thing to do is to inform as many audiences as possible. For this, standard PR and marketing tools are enough.

If you want to collect a high-quality audience and not waste your budget, then use parsers. The most TOP ones are Pepper Ninja (“INSCALE30” +30 days if paid) TargetHunter (“INSCALE” +2 days full rate) Segmento Target (“INSCALE” +30 days if paid).

If you are promoting a mass event and the main thing for you is the number of audience, then you should turn to entertainment resources. These are Afisha and KudaGo, as well as other city and regional projects.

The second is warming up. And for this purpose, it is best to use mailing lists in /social networks/email in conjunction with .

By the way.If you are planning to do a mailing list, then I recommend the services: UniSender , MailiGen , SendPulse . This is perhaps the most TOP, besides, they are proven by personal experience.

This will allow you to interact with potential visitors for longer with less advertising costs. By the way, audience heating serves to ensure that people do not forget where and why they need to come.

Promotion example

2.3. Reminder

The peculiarity of open, free events is that people forget about them / are late / reschedule.

So if you want to increase attendance, take the trouble to remind them of the event. And ideally, just chew: when, how and what is the best way to get to you.

Yes, and the organizers of paid events also need to become more active a couple of days before the start of the program.

After all, this is the most favorable moment to use the effect of the deadline and sell the last tickets.

In general, it is not difficult to take care of increasing people's accessibility to the event.

But the aerobatics of advancing events is to get an ace out of the sleeve just before the start. It can be some kind of cool bonus for visitors, a raffle, etc.

Anything that can make a person put down the TV remote control and leave the house.

Step aside! I'm late for the event!

Step 3. Intermediate Analysis

Collect statistics of users who have registered for the event. So you can evaluate the success of the campaign and, possibly, refine the lagging places.

But remember that the data can deviate both up and down. You will learn the actual figure only at the event itself.

Yes, and to collect feedback participants do not have to wait for the end of the program, this can be done at this step. For example, by launching a survey on potential participants even before the start of the event.

So you can fix the jambs, finalize the scenario of the event, taking into account the wishes of customers.

For example, you can avoid such fatal mistakes as inconvenient time or location for the majority of those who want it, an uninteresting program, lack of value, and others.

Interim Analysis

Step 4. Conduct

So, the same rule applies to events. And it is a must. So take note of:

1. You need to make the most of the event, make a video recording, photo report and collect feedback from the participants;
2. After, and even better during the event, publish posts from the event on social networks, launch live broadcasts;
3. Encourage members to do the same on their pages, start a hashtag, set up a photo zone.

And why is it needed at all? Can't we just sit and talk and have a good time? It is forbidden.

After all, this is not a meeting of anonymous alcoholics, but a business event. So, it must be for commercial purposes.

For example, such as increasing the activity of participants, which leads to sales, registrations and other targeted actions after the event.

All of the above points will also help to generate interest among those who did not get to the event, and they will wait for the launch of the next one.

Also, all content can be used to warm up the audience before the next event.

Photo report

Step 5. Summary

No matter how cool the event went, it’s too early to rest on our laurels. Ahead of the final calculation of statistics.

Even after the event itself, you need to answer three main questions: was this event effective?

Is it possible to improve the performance next time and at the expense of what? Should I continue to use event marketing?

Also don't forget to ask the participants what they liked and didn't like about the event, establish communication with the participants.

Collecting and working on mistakes will allow you to regularly improve the effectiveness of event marketing, which means bringing you more benefits.

Analysis

mistakes

The text has already mentioned some possible mistakes and why it is important to avoid them. But it would not be superfluous to duplicate such information. So read carefully and remember:

1. Missing the target audience. An error leads to unrecovered costs of organizing an event and to the conclusion that event marketing does not work;
2. Lack of symbols and branding. Try to have your company show off as often as possible;
3. Insufficient promotion in the media and social networks. It is criminal waste not to use these mechanisms, which can bring enormous reach;
4. No feedback collection. Communication with the audience is generally one of the whales on which event marketing rests.

These are not exactly the mortal sins of event marketing, but it is better not to allow them. Otherwise, you will not be able to achieve your goals.

And if you have been holding events for a long time and encountered errors, then write in the comments, share your experience.

I did them...

plus to minus

Events, as a marketing communication tool, have their advantages and disadvantages. Therefore, carefully study them before implementing this tool.

Pros :

• Wide coverage. Events allow you to gather thousands of people using the viral effect;
• Multitasking. With the help of event marketing, you can achieve several goals at once, from PR to increasing sales;
• Small costs. Attracting customers does not require such a large budget, compared to other methods;
• Low competition. Most companies do not use this promotion tool;
• High response. People love well-organized events and attend them willingly.

Minuses :

• Result planning. There are thousands of factors that affect how many people come to an event;
• Measurement of efficiency. In addition to the number of participants and% return, it is difficult to introduce objective ones;
• Organization and promotion. And as a result, costs that can both pay off and go to waste;
• Search for equipment and location. You may need optional equipment or special place holding;
• Permission to conduct. Some events require permission from the city administration.

And, as always, I will tell you only one thing, the final decision is yours. So weigh all the positive and negative sides tool and only the next step is to implement it in your business.

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Briefly about the main

So, we will briefly repeat the main points of the article and it's time to wrap up. Event (event) marketing is applicable in almost any business, the main thing is to set goals correctly and decide on the tools.

But I also want to note that this tool will not save your sales and will not make a five-year revenue.

For example, good sales can be done with and . And then implement event marketing.

Event marketing (event marketing) is a set of special events aimed at promoting products or services through various events

The modern market is characterized by rapid and dynamic pace of development. Consumers are bombarded with massive amounts of advertising. Traditional advertising campaigns are no longer effective and do not bring maximum results, so everything more manufacturers and entrepreneurs resort to event marketing.

Event marketing is known as event marketing., main goal which is the high-quality and effective promotion of products or services through the systematic organization of events that can create a close emotional connection between the company and customers. Such events are a platform for the presentation of current brand offers, drawing the attention of the target audience to certain services or products.

What is event marketing?

Professional Marketers can create from a routine and ordinary event effective tool, with which you can popularize the brand image and increase the loyalty of potential customers.

The organization of events is a common practice that allows expanding business contacts, exchanging technologies, experience and ideas, as well as attracting new consumers. It is worth noting that a well-thought-out event will pay off in a short period of time, and will also help increase company recognition.

What are the main benefits of event marketing?

Among the main advantages of Event marketing are the following:

• Ensuring a wide coverage of the target audience.
• Creating a positive reputation, as well as brand image, attracting the attention of new partners and consumers.
• Has a long-term effect.
• Conducting direct sales, because products and services are tied to the event.
• High-quality promotion of services or goods.
• A memorable new product launch.
• Creative and individual approach allows you to create unique programs for firms with different financial capabilities and various fields of activity.

Features of holding event events

Event marketing is a modern marketing strategy, which is innovative and focused on direct contact with customers. Today, even a small-scale event will bring more returns and effect than a traditional one. advertising campaign.

It is worth noting that organization of the event has certain specifics, including:

• Definition of goals.
• Identifying the target audience for the event.
• Script writing.
• Determine where the event will take place.
• Forming of budget.

The impact of the event on corporate culture

Event marketing has a rather important function, which is to establish intra-corporate relationships. Thanks to a professionally organized event, you can successfully convey the company's values, as well as create conditions for respectful and psychologically comfortable communication not only with clients, but also with the team. Public recognition of the merits of employees within the framework of the event is an effective non-material motivation for the working staff.

Event marketing is an integral part of marketing communications, which allows for a fairly short period of time to make qualitative changes in corporate culture companies. This is a universal tool for repositioning a brand, a specific product or service.

Advertising is all around us. There are many of them and they don't like her. The average consumer constantly has to defend themselves against it. different ways. Advertising on television and radio is immediately switched, in magazines it is scrolled through, on billboards it is ignored. Traditional advertising tools are losing their effectiveness. Manufacturers and other participants in the advertising market have to develop new marketing concepts in order to reach the consumer and win his heart and wallet. One such way is event marketing.

Benefits of Event Marketing

Event marketing is a specially designed set of activities to promote the interests of the company with the help of some memorable event known to the general public or created for a specific company.

As the name implies, the event is at the forefront of this promotion method. Among professionals, you can also hear the term "Event" (from the English event - event, event).

Such events can be:

• exhibitions, presentations, conferences
• corporate celebration, presentation of a new product
• city ​​holidays, sports competitions, festivals, concerts

Event marketing associates socially significant events with the name of a company or product, establishing a subtle psychological connection between the brand and the consumer. The above events (events) have a strong impact on target group. First of all, because they allow you to “live” to communicate with the brand. People remember much better what they experienced and felt themselves.

The famous ancient Chinese thinker Confucius said: “I hear and I forget. I see and remember. I experience and understand." This quote is the best way to describe the effect of various kinds promotion.

The target audience is much better at assimilating what the manufacturer advertises unobtrusively. A person comes to an event and receives information about a company or product of his own free will, and not under duress, as is the case with television advertising. He has a sense of his own choice.

In order for Event marketing to bring dividends, it is necessary to correctly build the whole process. It is important to set clear goals and objectives, choose the type of event that will interest the target audience, and the format of its holding.

Targets and goals

When hosting a special event, it is necessary to think in advance of the questions we want answers to. What do we want to convey to the target audience? What effect do we want to get? What information should be conveyed to a potential client?

Regardless of which event you decide to host, there are two things to keep in mind: important points. First, the event must be really interesting to the target audience. It would be a gross mistake to choose the wrong event format. For example, a company producing equipment for skiers decides to hold a concert of Russian folk songs.

Secondly, you should not spend too much time and attention talking about yourself or the product. People came to get some emotions and you should not overload them with advertising information. If this message is too small, then people will miss it. It is important to find a middle ground.

Sponsorship

Sponsorship of existing events can be used as event marketing. This type of promotion has its own specifics.

By sponsoring various status events, you get the opportunity to make your brand more known. The entire audience of the event will be yours. People tend to associate the cultural and lifestyle values ​​of the event with your brand. For example, if you sponsor sports, people will begin to believe that the value of your brand is healthy lifestyle life. Another advantage of sponsorship is the lower level of costs than hosting such an event at your own expense.

There is a danger of associating your brand with an event that promotes values ​​that conflict with your company. This must be taken into account when choosing a sponsored event.

Total

Event marketing is a rather young direction, especially for Russia. Properly organized, being part of a well thought out

Event or event marketing is a set of marketing activities aimed at promoting a product or company in connection with a specific event. Most often, these are world-famous events or events created specifically for the company: for example, themed flash mobs.

The main idea of ​​event marketing was voiced thousands of years ago: the Roman rulers said that the people needed “bread and circuses”. It turned into an independent industry about 30 years ago, and the very first modern event marketing event is considered to be a competition from Procter & Gamble, a soap manufacturer.

Event marketing is used when the target audience upcoming famous event and the target audience product intersect. It makes no sense to advertise agricultural equipment in the framework of the Olympic campaign, but you can perfectly sell sports uniforms.

Types of event marketing

corporate events.This is corporate event marketing. Its main task is to increase labor efficiency and improve the image in the labor market. Such events include corporate anniversaries, including company anniversaries, games, picnics, various festive parties. It is appropriate to invite both partners and regular customers to such events. The theme of corporate events can be different, but most often they are timed to coincide with some kind of anniversary, holiday or other significant date.

trade events. These are events and activities for dealers, partners and customers. These include various summits, conferences, rallies, seminars, presentations, various receptions and other thematic events. Usually they are tied to the product or line of business of the company - for example, pharmaceutical company holds a seminar for medical workers, and the car factory - a conference on the automotive industry. Such events significantly enhance the company's image in the eyes of the end consumer, because they show expertise.

special events. This type of event marketing includes all third-party events - promotional tours, festivals, concerts and other entertainment events. And not necessarily organized by the company itself. This type of event marketing increases the reach of the target audience, has a positive effect on consumer loyalty and allows you to increase the number of sales in combination. Particular attention can be paid to sponsorship - the company sponsors a well-known event and advertises with a mention of it. Or simply sponsors a world-famous event, such as the World Cup or the Olympic Games.

Features of event marketing

Event marketing has several specific features that should be given special attention. The main feature is that the audience of the company and the event must match. It will not be possible to sell a refrigerator at an event related to household appliances, and professional dog handlers are unlikely to be interested in neural networks. More precisely, some of them may be interested in the product, but as a result, the conversion will be low - lower than if the company held an event among webmasters, editors, marketers.

The second feature of event marketing is that the event itself must promote the product. Sometimes one mention as a sponsorship is not enough. Events that are associated with the company itself or its product work much better. Therefore, it is better to use the brand name in the title of the event, and also provide visitors with the opportunity to test the product. For example, at the festival “Klinskoe. Promotion” visitors could not only test themselves on the Sky dive attraction, but also taste the beer. And the name indicates the brand, which also had a good effect on the reputation and loyalty of consumers to the company.

Event marketing has other features, and most importantly, advantages:

• At an event, you can organize direct sales of a product, thereby obtaining a quick result in the form of sales growth;
• Event marketing can be used in industries where advertising is not possible or has a large number of restrictions;
• One event lasts a long time, because the company's mentions appear in announcements before the event and in the media after;
• One line of a company's product can be associated with a specific event and thereby gain a competitive advantage;
• Event marketing greatly increases the receptivity of the audience, because it is usually closely related to emotions and provides an element of entertainment.

Event Marketing Tools

The main tools of event marketing are thematic events that allow you to promote a company or its product, or their PR methods. For example, these include:

• shock promotion. These are original and unusual ways of PR that attract attention and create intrigue around a product or an upcoming event. For example, posters with text turned upside down are the most harmless embodiment of shock promotion.
• Competition. They can be held for the target audience, regular customers and partners, or for employees, but in this case, the goals and objectives of marketing will be aimed at improving the company's image in the labor market.
• Conferences. They are usually created for competing companies or companies with a similar type of activity in order to increase the level of expertise in the eyes of consumers.
• Lotteries. This event has a game element, so it can be used for a wide target audience. For example, you can create your own lottery and advertise it to all customers and customers in order to attract participants.
• Festivals. They are arranged for the target audience - for example, a music festival for those who sing and like to listen to music, or a beer festival for those who drink a foamy drink.

Often, event marketing tools are limited only by the imagination of the marketer. But at the same time, it does not use standard indicators to evaluate performance, because conversion from holding a thematic event is very difficult to calculate, and sometimes impossible.

Event Marketing Examples

One of the brightest recent examples of event marketing is the raffle for a ticket to the 2018 FIFA World Cup and the opportunity to accompany the referee on the playing field. A well-known brand is not only a sponsor of the championship, but also holds an interesting lottery tied to the upcoming event. To get a chance to win the main prize, it is enough to buy a can of Coca-Cola with a special design, take a creative photo with it and post it on Vkontakte. The conditions for participation in the ticket draw are similar.

Another good example of event marketing is competitions from the Nokia brand. In September 2001, a snowboarding competition was held on Vorobyovy Gory, organized by the BrandNew-Momentum agency commissioned by Nokia. The event brought together over 30,000 people in one place. A special "Nokia zone" was created, in which one could vote for the participants in the competition, get acquainted with the company's model range or get advice on mobile phones. By the way, the event was repeated several times later, because it had a good effect.

And here is a foreign good example from the Nesquik brand. In different countries of the world Nestle company organized several mobile attractions. They come to different cities to please the children. Each child can interact with the brand's symbol - Roger Rabbit - and drink a cup of drink. This perfectly increases the reach of the target audience and improves consumer loyalty, including the smallest buyers.

By the way, in the field of event marketing, joint cooperation of several brands is common. Good example- a large music festival Atlas Weekend, held in Kyiv in 2016. It brought together 157 participants - collectives and solo artists - and more than 10 brands. For example, Pepsi opened their Pepsi Stage with electronic music, and also held a graffiti battle among the participants. And the ticket agency Karabas organized its own autograph zone, where anyone could get an autograph of the festival participants. Johnnie Walker opened a bar near the Central Stage, Dirol created its own lounge area, and other brands also actively interacted with visitors.

Books about the event industry

Despite the fact that event marketing is a relatively young field of marketing, many books have already been written about it. To increase the skill, you can read the following works:

Dmitry Rumyantsev. «EVENT-MARKETING. ALL ABOUT ORGANIZATION AND PROMOTION OF EVENTS»

Author and co-author - Natalia Frankel - creators of the largest blog in in social networks about event marketing. In the book, they talked about the intricacies of holding and organizing events, about how to make everyone happy, about attracting people to events in a highly competitive environment.

Alexander Shumovich. "Great events: Technologies and practice of event-management"

This is one of the first books written by a practitioner. It tells the process of organizing an event, thought out to the smallest detail. There are even examples of documents, invoices and other important papers.

All famous brands use marketing to attract customers and increase awareness. One of the most effective types of marketing is event marketing. Its definition and tools will be discussed below.

Event marketing is a procedure aimed at increasing customer (visitor) loyalty and brand promotion through events.

History of occurrence

Holding events as a direction appeared in the West in the 1970s, but as the concept of "event-marketing" with the advent of the idea of ​​integrated branding. In our country, it became known in the 2000s, and today there are many event marketing agencies in Russia.

McDonald's was one of the first companies to use events to promote the brand, we all remember the clown that became the "image" of the company. This approach helped McDonald's create a memorable image and attract children with their parents to their chain of restaurants.

To date, one of the brightest examples of the use of event marketing is Apple. presentations new products this is a real show that is broadcast all over the world and causes a storm of emotions in people watching the presentation, lighting a fire in their eyes, encouraging them to buy a new Iphone, ipod, etc.

Trading Events

Trade events - holding events aimed at dealers, distributors, wholesale buyers and those who are partners of the company. As an event, a presentation, conference, summit, forum, seminar and exhibition can be held.

With their help, the company presents its product and demonstrates its developments, gives a detailed description, thus obtaining the interest of investors, customers (partners) and the opportunity to create business relationship and distribution system. You can also hold pr-actions and shows to create the image of the company in the eyes of visitors.

Corporate events

Corporate events (Corporate events or HR events) - events that are held by the company for its team. It can be: various holidays, company birthday, joint vacation. This approach allows you to get a more cohesive team with a high corporate spirit, in addition, employees feel that the company cares about them and appreciates them.

There are two more subcategories of corporate events: family day and teambuilding. The first includes the organization of family holidays, and the second organization of trainings, in which, under the guidance of a trainer on personal growth or a psychologist, different business situations are given and employees solve them.

Special Events

Special events - holding mass events aimed at attracting potential customers and everything that will positively affect the company's image. These include: concerts, shows, city holidays, various festivals, etc. All this can cause positive emotions among the masses of people, and in the case of a properly selected event, the appropriate target audience (TA) will be attracted.

Game promotion - as the name implies, it means lotteries and competitions, including creative ones, with prizes and gifts from the organizing company.

When to Use Event Marketing

Professional marketers advise using event marketing and incorporating it into everything. marketing plans. It is only necessary to decide what kind of events is needed, depending on what goals you are pursuing and what effect should be provided due to the event.

If you want to introduce the company to consumers, then it makes sense to hold an "opening ceremony" or a presentation.

As a rule, this is a small concert, various kinds of drawings of gifts and a speech in which you talk about your company, company and store.

The presentation is also carried out according to the algorithm. The main part of the presentation, the expert gives information about the product (service) itself and its advantages, impressing potential buyers and arousing their interest.

Holidays are the most grandiose event from the category of event marketing. Holidays are organized for a large target audience. By inviting famous personalities and entertaining people, the company makes an excellent impression on the target audience, thereby endearing them to itself.

The organization of sports competitions is considered an original approach. It was it that was applied by the Mars company, which organized the sports festival SNIKERS URBANiYA in different cities of Russia for ten years in a row (2001-2010). The festival was designed for a young target audience and therefore competitions were held in street sports: breakdance, freestyle, graffiti, etc.

Advertising event development methodology

Types of event campaigns

• Events for the exchange of experience (congresses, exhibitions and conferences).
• Informational event-marketing (presentations, opening). Attracts the attention of potential customers without much obtrusiveness. For example, a demonstration show of a new collection of clothes.
• Entertainment event marketing (concerts, competitions and festivals).

Event Marketing Tools

• Corporate event. A tool that allows you to manipulate the team at the level of emotions and form a team.
• B2B. A tool that includes the organization of trainings, seminars and conferences. Conducted to expand and develop the network.
• Special event. This event is held to promote the product in order to reveal the value and essence of the brand to the participants.
• Shock promotion. Uses people's curiosity and reaction to a scandalous event to direct interest in their product or service.
• Game promotion. Lures people into the game to gain interest in their product.

The given tools differ in the method of carrying out. The tool required for use must be determined based on the type of product being promoted and its target audience. The tools are designed to create a public opinion about the product and the company offered by it.

Main types of events

In addition, tools allow you to guide public opinion. "Event-marketing" makes it possible to form and maintain relationships with customers, as it affects human emotions and creates a connection between the company and consumers, which allows you to convince and demonstrate the product, as well as receive feedback and conduct research.

Feature of event marketing

The peculiarity lies in the fact that it is effective, exceptional and unobtrusive. People perceive aggressive and annoying ads worse. And events give positive emotions and create a sense of belonging among consumers. And as a result, positive emotions caused by people give the company their loyalty.

Goals and objectives of event marketing

The organization of events has the following goals:

• increasing brand awareness;
• increase in sales;
• demonstration (display) of a new product;
• formation of a corporate image;
• media involvement.

You can set multiple tasks. For example, conducting a presentation of a new product, draw attention to the company, increase the image and recognition, in addition, the event will attract the attention of the media.

What tasks does event marketing solve?

8 Rules for Successful Event Marketing

• Whatever the event, it should be limited to the place and time of the event.
• Brand symbols (logos) should be present everywhere.
• Be generous with gifts, prizes, and souvenirs.
• A brand is not what the founders created, but what the public thinks about it. Therefore, it is necessary to please the consumer.
• It is necessary to organize the event in such a way as to receive feedback from the audience (to interact with it).
• There should be people who, during the event, will let the audience “try out” the product or check it in operation.
• When conducting an event, it is important to take into account the interests of the target audience.
• Support from the media will be a big plus during the event.

Event marketing in themed holidays

In a situation with increasing competition, it is advisable for food companies to hold themed holidays. An example is the ice cream day or the bread and milk festival, which is held in St. Petersburg every year.

Such events are organized with the consent of the local administration. Such holidays are beneficial for the authorities, as the events arouse the interest of tourists, as well as beneficial for companies, because they get the opportunity to express themselves and present their products or show their advantage to consumers. BUT local administration receives taxes in his treasury.

Event Marketing Examples

• In the field of culture. Various organizations Leisure activities are a serious competition for cultural organizations, which forces the latter to change their approach to their own business and resort to the use of marketing. Holding events helps to remind the mass of people about cultural organizations, increases the reputation and contributes to the creation of a better image. In addition, specially held events serve as the very product of cultural institutions.
• In tourism. Event marketing in tourism refers to the use of an ongoing event to attract people to a certain territory. As an example, we can mention the city of Budapest, which is famous for holding festivals.
• In the museum. Museums need a different way to attract visitors. For modern society, and in particular the younger generation, museums are perceived as a "repository" of historical objects. With the help of event marketing, museum-type institutions can focus on the provision of cultural, educational and entertainment services.

Event Marketing Agency

Event marketing agencies develop plans for organizing events that should bring the desired result. The program of the event may include: a script, a description of seminars, presentations and entertainment events.
Agencies make forecasts of the effectiveness of events and provide a financial justification.

The work of event marketing in Russia

In Russia, event marketing, in comparison with Western countries, began to appear in the early 2000s, but even then, the first who began to use event marketing in Russia were international companies, the scale of which also affected our country. Since 2003, it began to gain momentum and by 2013 the market share of event marketing was 13.6 billion rubles. Currently, the field of event marketing in Russia continues to develop and hundreds of agencies already work in it.

Books about event marketing

• Nazimko A.E. "Event Marketing: A Guide for Customers and Performers". 2007
• Romantsov A.N. Event-marketing: Essence and features of the organization. 2009
• Alexander Shumovich, Alexey Berlov. Mix but don't shake: Recipes for organizing events. 2011
• Ulrich Halzbaur, Edwin Jettinger, Bernhard Knause, Ralf Moser, Markus Zeller. Event management. 2006
• Mark Sonder: Event management. Organization recreational activities. Techniques, Ideas, Strategies, Methods 2006
• Bernd Schmitt, David Rogers, Karen Vrotsos: Show business. Marketing in the culture of experiences. 2005
• Irina Shubina: Organization of leisure and show programs. Screenwriter's creative laboratory. 2004

The effectiveness of marketing depends on intrusiveness. Event marketing in our country is only gaining popularity and has not yet become boring to consumers, which means that its result, if applied correctly, will only benefit the company.