Marketing and its meaning within the event industry
We are starting to introduce you to the Company from the inside, as we promised ;)
And let’s start with marketing!
As a science, it is quite young, so people have pretty wrong idea about it in general and often give marketing a secondary role. It is underestimated, in the simplest terms.
What a shame!
It should be on the same level with the financial and commercial departments. After all, marketing is a navigator on the market of goods and services, giving you opportunity to compete confidently in any environment.
The very concept of “marketing” and the specifics of its promotion are constantly being transformed, offering new forms of marketing services.
This comes as no surprise.
In a world with the quite competitive environment, you need to find the right approaches to your future loyal audience.
After all, any committed socio-economic action pursues certain goals, which marketing helps us to understand.
We know! We can! We apply!
So you probably get the idea of what our marketers are doing during the current project being displayed on the screen of the meeting room.
And now you will get more details.
Event marketing is one of the most promising areas of the entire complex of effective promotion of goods and services on the market at the present moment.
It is important to note that it has a huge scope of possibilities and pleases with the boundless variety of its forms.
By the way, marketing is seen more like a philosophy.
Different practices and theories of collective creativity played a huge role in this.
Scientists, researchers, managers, and entrepreneurs all agreed on the same point of view and are still developing it with increasing progression.
Marketing plays an important role in the event industry. In many ways, it is used to set priorities and select the main goals, as well as to form a loyal audience.
After all, any event must awaken not only positive emotions in visitors and be interesting for them, but also be remembered for a long time and continue to work even after it is held. You might as well say that it should have a powerful effect on all sorts of senses, forming an ensemble of the company’s emotional image.
Have you noticed that by organizing this kind of event quite clearly and correctly, the effect is not to be late in coming?
We have been noticing it repeatedly!
If you go deeper, you can sort all events using several categories.
The first category is related to the nature of interaction with the audience.
It can be either formal — seminars, conferences, or informal — concerts, parties.
The second one is related to the audience we attract.
These are political (demonstrations, inaugurations), corporate (trainings, presentations, promotion campaigns), social (charity events), cultural and educational (exhibitions, concerts, festivals), scientific (conferences, symposiums), and even sports (Olympics, competitions).
The third one is related to the types of marketing tasks.
There are informational methods (introductions, presentations), methods consolidating knowledge, providing experience (testing, sampling, team building, coaching), and even methods correcting attitudes and behavior (press conferences, presentations)
The fourth one is related to the number of attracted audience.
These are public (festival, concert) and group (briefing, round table, press conference)
And, finally, the fifth one – related to the “openness” of the event.
With the possibility of free attendance by everyone, or only with invitation or ticket.
Marketing itself does not impose intrusive advertising. It adapts “philosophically” to the needs and demands of the desired audience, creating some kind of holiday in the form of a bright, outstanding, and memorable event.
Turning to philosophy, we can see that the basis of emotional marketing (EQ) lies in the ability of a person to be aware of feelings and to understand exactly what is necessary for the personal growth.
Emotions are signals! They are never random! And if you use them right, you can build the needed logical chains, solving a huge number of different tasks.
So we have come to the conclusion that marketing is nothing but a universal psychological and social tool in the market of goods and services.
Let’s have the well-known McDonald’s, as an example, for you to clearly understand the essence of the above-mentioned. It was one of the first to turn to event marketing, regularly running special events, resorting to the bright, memorable image of Ronald the Clown created by marketers.
This approach attracted to their restaurant chain the representatives of the target audience — families with children.
On top of all this, the company started to carry out charity events involving celebrities. It had a positive impact on the formation of the brand itself as well.
Thus, it turns out that when advertising becomes a holiday, and the idea reaches the consumer in the form of a huge and grandiose event, reaching out to the target audience happens much faster and works for quite a long time afterwards.
Try not to neglect the right marketing and you will certainly be successful!
That is what we wish you!