Chapter 1 Introduction: using event as a
strategic marketing tool
The strategic use of events
This summary is about the strategic use of events; about the ways in which
organizations use events to achieve underlying objectives. This is referred to as
strategic use of events because the event is part of a strategy- a carefully
thought- out plan to achieve a certain goal. The event is the carrier of the
message: in other words, it is a communication tool. Marketers and other
communication professionals use events to get their message across to a specific
target group or to increase customer loyalty.
The emergence of event as a strategic marketing tool
Event marketing is becoming an increasingly important component in the
marketing communication mix. There are three explanations for the increase of
the popularity:
Target groups are becoming increasingly intangible to marketers. Many
traditional marketing communication tools have lost much of their ability
to capture the target group’s attention. This has forced marketers to look
for alternative means of communication.
Events are effective tools to ingrain your message in the audience’s mind.
They are perfectly suitable for adding a layer of emotional value to a
product or service. Visitors of an event undergo the event and experience
it, and the event gives them lasting memories to cherish. As a result, the
message of the event will stick.
Events are excellent tools to contribute to the quality of life in a company.
Events foster social cohesion, thanks to their interactive character.
Event marketing
The discipline that involves using events as a live means of communication is
referred to as event marketing. Event marketing is marketing practices based on
the use of events. Event marketing is applied primarily in four types of marketing:
Customer relationship marketing: building, maintaining and intensifying
relations with various parties.
Marketing communication: marketing products and services by influencing
the visitor’s knowledge, attitude and behaviour.
Branding: influencing, creating or changing valuable associations that a
visitor has with a brand (external branding) and /or influencing, creating or
changing valuable associations that an employee has in order to increase
employee engagement and optimize the customer experience (internal
branding).
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