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Summary Events as a strategic marketing tool
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Events as a strategic marketing tool by Gerritsen and van Olderen
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By: emiliolonardo • 4 year ago
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Summary Events as a strategic marketng tool, Dorothé Gerritsen and Ronald van OlderenChapter 1
Events are becoming an increasingly important component in the marketng communicaton mix
because. There are three explanatons or this:
1. Target groups are becoming increasingly intangible to marketers. Declining radio and tv
watching and news subscripton orces to look at other ways to reach the target group.
2. Events are an efectve tool to ingrain your message in the mind o the audience. They add a
layer o emiton and value to a product or service.
3. Events are tools to contribute to the quality o li e in a company or a city.
Event marketngg The discipline that involves using events as a live means o communicaton. A
marketng practce based on the use o events.
Events can be organized once or several tmes.
Events marketng is applied in primarily our types o marketng:
1. Customer relatonship marketng
2. Marketng communicaton
3. Branding
4. City Marketng
Using events as a strategic marketng tool (defnitonog “Using an event as a strategic marketng tool
involves planning a unique event or series o events or one or more target groups where people
come together, either physically or virtually, at invitaton and initaton o a company/business,
government body or non-proft organizaton. The client wishes to achieve an emotonal added value
by means o an experience, to support a predefned obbectve communicatve or otherwise) that has
to be achieved among one ore more o the target groups identfed.d
These kind o events has s number o characteristcs: The event:
- Is a planned, unique physical or virtual event or series o event or a target group s)
- Held at invitaton o an organizing party also can be public)
- Aimed at achieving emotonal added value to support obbectve o the organizing party
- Creates an emotonal added value by means o an experience
Experienceg
Visitors get exposed contnuously to sensory impressions, be ore, during and afer the event. This
leads to emoton. A result is either pleasant or terrible. Afer the event people takes stock
unconsciously). This is a strong simplifcaton and not based on any academic sources.
Touchpoints
Touchpointsg interacton points between the organizer o the event and the visitors o the event.
other words: all communicaton and contacts between visitors and representatves o the
organizaton.)
They are very important or the experience o an event. They are sometmes happening because
they are planned and sometmes they happen accidently.
Corporate and public events
, Events can be roughly categorized by two types: Corporate and public events
Corporate events have three categories:
1. Business-to-business
2. Business-to-consumer
3. Business-to-employee
Types o corporate events Verhaar):
- Business events
- Personnel events
Public events can have our main obbectves according to Kuiper)
1. Aesthetc obbectve
2. Idealistc obbectve educatonal/social)
3. Entertainment obbectve
4. Commercial obbectve
Most o the tmes these obbectves overlap.
Types o public events Verhaar)
- Festvals
- Exhibitons/trade shows
- Rallies
- Sports events
- Attractons, including un airs
- Markets
- Commemoratons and ceremonies
- Parades
- Culinary events
Fading boundaries between corporate and public events
Public events are used to an increasing extent by organizatons to arrange business-to-business
events where the public event consttutes the central platorm.
On the other hand public events seem to be takin gon corporate characteristcs to an increasing
extent sponsors etc).
Example:
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