Nowadays it is much harder to surprise customers and grab their attention to your products and brands. The regular advertisement is no longer effective in creating a positive image of a company. That’s why specialists in marketing invented a new way of promotions through the creation and organization of special events that create emotional links between the consumer and the brand. Marketing activities of this type got a name of event marketing.
Event marketing is systematic organization of events as a platform for the presentation of goods (services) in order to activate the attention of the target group using help of emotional influence. A special event is not just a way to attract the attention of consumers company’s brand. It allows to position and promote a brand in a much easier, more clearly and “memorable” way than with the usual means of advertising.
Еvent marketing includes several key points:
Informing the audience about the event;
Holding an event;
Follow – up elucidation
All events that event marketing includes can be divided into the following types:
1) Trade Events – events for partners, customers, dealers and distributors. This is a business event that does not exclude an entertaining component. Trade events include conferences, presentations, receptions, seminars, forums, congresses, summits, pr-actions, special events at trade fairs, creative promotion, etc.
The purpose of such events is to present products, clearly demonstrating their benefits. Also marketing activities of this category are often organized to present new services, share experience, finde new strategic partners, etc.
The same group includes all types of BTL promotions that are held with the aim to make the consumers interested in a product “here and now”, enabling him/her to evaluate all the advantages.
2) Corporate events. They provide a unique opportunity to deliver the company’s ideas directly to your employees, but they can also serve as an effective tool for external marketing, because you can always invite key clients and partners to your corporate events. By this you will ensure the loyalty of the invitees and let them feel their importance.
This group includes such events as company anniversaries, employee birthdays, parties, holidays, picnics. A well-thought-out corporate culture of any company implies organization of collective leisure for employees. This sector of event marketing is used by many companies for which caring for their employees is the prestige of the organization itself. Any professionally conducted corporate event is aimed at increasing the authority of the management and the formation of corporate pride. After all, everyone knows that a friendly, close-knit team is the key to a successful of business.
Recently many companies provide family days and teambuilding events.
Familyday, a family holiday organized by a company for its employees. It helps to unite the employees and brings them closer at the emotional level. This tool also helps to reduce the outflow of employees from the company, create one large family within a company.
Teambuilding activities contribute to improving the efficiency of employees and establishing strong internal corporate relations between them. Teambuilding is a collective training in which, under the pretext of a professional psychologist, business situations are modeled, and employees are called upon to solve them. It can also be organized in a form of tests that help build confidence, improve understanding and a lot of other necessary details in the team work. Within the framework of such events employees practice in making complex decisions through the organization of role games, trainings and recreation. It is especially important that teambuilding is a business training in a form of retreat.
3) Special events (festivals, awards, events for the press, etc.). In the third group of events we can include all kinds of festivals, concerts, shows, mass events, road-shows (advertising tours). In general, this is a complex of events that have a beneficial effect on the image of the company or its brands. After the professional holding of a series of pr-activities, there follows a broad positive reaction of the target audience, expressed in the increased loyalty to the company and the growing interest from potential customers.