Posted in Marketing and Strategy Terms, Total Reads: 780
Definition: Event Marketing
Event marketing can be described as a promotional strategy which involves face-to-face contact that the companies make with their customers at special events like concerts, musical shows, fairs and sporting events. Such event marketing entertainments like shows etc. are used by brands to reach consumers through direct hand-to-hand sampling or interactive displays. This engages consumers and provides them value beyond information about the product or service.
Customers feel that they are not just attending a live-action commercial but are receiving some benefit when they attend such charity or fun events. Compared to mass traditional advertising which targets the customers through the same TV, radio or billboard messages, event marketing targets specific individuals at events hoping to make quality individual impressions.
The key is to identify the target audience correctly and create an experience for them that remain in the participants’ memories thus creating long-lasting relationships. The most creative events create interactions that along with creating a positive image for the brand at that time also generate a buzz long after the event is over.
For example- credit card companies giving away free t-shirts at any football or cricket game in exchange for a credit card application. Another example can be being surrounded by a sudden flash mob put on by the local theater company in a crowded mall. All these acts are done to attract the customer attention and leave lasting impacts on his mind.