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    Event Marketing Generates Quality Business Leads It Also Enhances The Business Profile. It Creates New Business Opportunities

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    Event marketing is emerging as an alternative to traditional media advertising. It allows companies to target audiences through associating with events in order to strengthen brands and drive sales. Event marketing can be categorized as direct events that have a direct impact on business objectives, like exhibitions and conferences, or indirect events like beauty pageants and sporting events. Event marketing provides alternatives to mass media by allowing companies to segment audiences locally or regionally and target niche lifestyle groups. Both large and small industries have seen success using event marketing, which integrates corporate sponsorship with other marketing elements.

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    Event Marketing Generates Quality Business Leads It Also Enhances The Business Profile. It Creates New Business Opportunities

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    Event marketing is emerging as an alternative to traditional media advertising. It allows companies to target audiences through associating with events in order to strengthen brands and drive sales. Event marketing can be categorized as direct events that have a direct impact on business objectives, like exhibitions and conferences, or indirect events like beauty pageants and sporting events. Event marketing provides alternatives to mass media by allowing companies to segment audiences locally or regionally and target niche lifestyle groups. Both large and small industries have seen success using event marketing, which integrates corporate sponsorship with other marketing elements.

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    Event marketing is emerging as an alternative to traditional media advertising. It allows companies to target audiences through associating with events in order to strengthen brands and drive sales. Event marketing can be categorized as direct events that have a direct impact on business objectives, like exhibitions and conferences, or indirect events like beauty pageants and sporting events. Event marketing provides alternatives to mass media by allowing companies to segment audiences locally or regionally and target niche lifestyle groups. Both large and small industries have seen success using event marketing, which integrates corporate sponsorship with other marketing elements.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    38 views4 pages

    Event Marketing Generates Quality Business Leads It Also Enhances The Business Profile. It Creates New Business Opportunities

    Uploaded by

    EV Realestateqatar
    Event marketing is emerging as an alternative to traditional media advertising. It allows companies to target audiences through associating with events in order to strengthen brands and drive sales. Event marketing can be categorized as direct events that have a direct impact on business objectives, like exhibitions and conferences, or indirect events like beauty pageants and sporting events. Event marketing provides alternatives to mass media by allowing companies to segment audiences locally or regionally and target niche lifestyle groups. Both large and small industries have seen success using event marketing, which integrates corporate sponsorship with other marketing elements.

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    Download as docx, pdf, or txt
    of 4

    INTRODUCTION

    Event marketing is fast emerging as a promoter. The increasing corporate


    disappointment with traditional media due to increased confusion, escalating costs
    and reduced efficiency has generated opportunities for event marketing. Event
    marketing allows a company to break through the advertising confusion, and target
    an audience by enhancing or creating an image through an association with a
    particular event, while strengthening the product or service, and driving sales.
    Kumbh mela is a good example of event used in rural markets. Similarly liquor and
    cigarette companies have been sponsoring car rallies, horse races, film premieres,
    concerts and cricket matches to gain legitimate exposure. Events today are no more
    restricted to a few products and markets. Event marketing is gaining popularity in
    long-term brand image building and humanizing of corporates.
    On the basis of audience participation and the sponsors objectives, events can be
    categorized into Direct events (such as exhibitions, trade fairs, dealer meets and
    conferences, where the people attending have a direct bearing on the objectives)
    and Indirect events such as Femina Miss India and Wills World Cup.
    Event Management as an industry is just taking off in India. It was estimated to be
    Rs 300 crore industries.
    Event marketing generates quality business leads; it also enhances the
    business profile. It creates new business opportunities.

    It is growing rapidly because it provides companies alternatives to mixed-up mass


    media, an ability to segment on a local or a regional basis and opportunities for
    reaching small lifestyle groups whose consumption behavior can be linked with the
    local event. Event marketing integrates the corporate sponsorship of an event with
    a whole range of marketing elements such as advertising, sales promotion, and
    public relations. Both, large and small industries have grown at the rate of 17% per
    year and also have achieved a high level of success.
    Basic Concept

    What is marketing?

    Definition by Philip Kotler, marketing is the science and art of exploring, creating, and
    delivering value to satisfy the needs of a target market at a profit. Marketing identifies
    unfulfilled needs and desires.
    In laymans language, Marketing can be defined as a process by which individuals
    obtain what they need and want through creating, offering and exchanging
    products of value with others.

    Marketing Tools:

    Marketing tools can be classified into four categories:

    Product
    Price
    Place
    Promotions

    As the report is about Event Marketing, it is basically promoting the event or the
    business to a set of target customers.

    Tools of Promotion:

    Advertising
    Hospitality
    Public Relations
    Direct Marketing
    Word of Mouth
    Advertising:

    It is the controlled method of communicating messages. The event manager


    handles the message and manipulates them accordingly.

    Advertising includes:

    Radio: Commercial, Community, National.


    Television: Cable, Free to air, Satellite.
    Press: Newspapers, magazines.
    Internet: Websites.
    Non- Media Alternatives: Outdoor Advertising, Street banners, Innovative.

    It can be done by the event manager or the appointed advertising agency hired, if
    the event or promotional campaign is too big.

    Hospitality:

    As being the part of promotion tool, it can be powerful. The special event or
    festival has to promote itself to the sponsors.

    Public Relations:

    It is often the event managers job to achieve maximum exposure for the event.
    Public relation is different from advertising. In that, it doesnt praise itself but
    carries the strength of fair-minded creditability. It communicates to be more
    complex message than advertising.

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