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Marketing communications is an “audience centered activity which attempts to encourage engagement between participants and provoke conversations” (Fill,5). To achieve these targets, there is a variety of marketing communications tools that could be applied to support brand marketers. Event marketing occurs when the brand sponsors a specific event or activity related to sports, arts, entertainment or social causes. A compelling visible presence at the event is one of the strategic factors to successfully link the brand’s name with the program (Clow & Baack,). The brand should carefully take the objective of the event into consideration, match it with the brand strategy and targeted customers in order to reach the maximum benefit of event marketing. Sponsorship has increasingly become a popular element of the mix because of the huge benefit that it generates (Fill,). Sponsorship marketing means that the brand ties its image to a person or group of people and sponsors by paying money to support them. Sponsorship is an effective branding communications tool because it is able to reach large audiences and create strong impacts on brand image. Furthermore, it is also an excellent way to express the brand’s commitment to the community or on social issues. (Keller,.) In general, by choosing the right event and target to sponsor, brand marketers could gain opportunity to enhance the brand – name recognition, increase brand awareness among the publicity, develop closer relation with vendors and customers and especially stimulate morale among employees to participate or attend in.
Event management is considered one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. A number of elements such as music, live entertainment or even the particular venue may be used to influence the tone and atmosphere of an event
Depending on what type of a product/service you wish you launch events can be extremely useful specially since they give you the chance to interact with your target audience. You not only convey your message, but also gain crucial feedback which you can use to improve systems and services offered.
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The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
The IMC planning process has been compared to composing a musical score. In a piece of music, while every instrument has a specific task, the goal is to have them come together in a way that produces beautiful music. It’s the same in IMC, where advertising might be your violin, social media your piano, public relations your trumpet and so on.
Why Integrated Marketing Communications?Five major shifts in the worlds of advertising, marketing and media have caused an increased interest in (and need for) IMC. These include:
A shift From… To… Traditional Advertising Digital/Interactive Media Mass Media Specialized Media Low Agency Accountability High Agency Accountability Traditional Compensation Performance-Based Compensation Limited Internet Access Widespread Internet Availability
These shifts are forcing organizations to look at the whole marketing picture, re-aligning their communications and seeing things the way the consumer sees them – as a constant flow of information from indistinguishable sources. Those who practice IMC are avoiding duplicate messages, capitalizing on the synergy among promotional tools, creating more effective marketing programs and maximizing ROI.
Traditionally seen as support medium, event marketing has evolved into a highly valued marketing tool for companies in search of product differentiation and value creation for customers. This marketing communication vehicle enables the communication of brand messages through direct interaction and live experiences, focusing on relationship-building with relevant stakeholders. While event marketing offers a great number of advantages to companies, its organization can be highly challenging, especially in emerging markets, where hard and soft infrastructure is often underdeveloped. This project focused on the development of strategies for companies operating in emerging markets that aim at successfully organizing activities related to event marketing.
Event Management is the management of events, so you are to identify what events would be of benefit to the products/services you offer. And how, through the event (and not other forms of marketing) you will improve upon your business. Once you identify what events, then you need to create a budget for it, work out the details on how it's going to be executed, who is going to execut it and when.Basically like a project management of the events. You also need to be prepare to evaluate your event by knowing ahead of time what would make your event "successful" so you may track those "success" points and create a report and analysis on how it went.For example, some events are to increase sales in an area, others to increase awareness of the product/service, and others are just to create a better relationship with existing customers...so reasons may vary tons.Event Management is the management of the entire process from conception to reporting and evaluation.
yes by organize and cover event or meeting to adv. our items to customer to increment sales process
An event is a specially organized gathering in a good place or hotel to display the products and to explain its intrinsic value and benefit through lecture and seminars. An event is also a place of socializing with other people. Most of the events, now-a-days are celebrated with nice snacks or some small gift to the participants and participants remember the product and event for long time. The event has a big multiplier-effect that is the participantthemselves without knowing become a voluntary marketer of the product to their relatives, colleagues and friends. Here lies the benefit of marketing though an organized event.
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