Event marketing: tools, types, tasks and examples

Event marketing; what is it, examples, types, tools

The essence of event marketing

Event marketing (or event marketing, from the English word event - an event) is a set of public events to attract attention to the product or brand of the organizer or sponsor. Event marketing today is one of the most effective promotional activities that allows you to attract not only a new consumer. Brand awareness is what most organizations are striving for now.

Holding an event always implies a reason. For example, entering the market of new products or expanding the range of services provided. It is good if the date coincides with the red day of the calendar. Then, on a subconscious level, the participants will have positive associations with the new product being released: the product is fun, emotions are a holiday.

Types of Event Marketing

Events organized as part of event marketing activities can be divided into several types.


These include conferences, congresses, seminars. They mainly exchange information. The company does not only present itself. As part of a speech by any of her specialists, she unobtrusively advertises the professionalism of her top managers and, as a natural consequence, the quality of the products. Often, such events are already becoming the place where deals are made.


These activities are aimed at conveying certain information to a potential buyer. Moreover, they do not have to be timed to coincide with some festive date. This can be, for example, a movie premiere, before which a small performance is arranged for the audience.

Or an internal company event, the celebration of which the organizers decided to hold on a global scale and invite not only employees, but everyone who wishes. the presentation of a novelty can also in itself be an excellent reason to organize a mass event. During it, you can not only show, but also give a taste of the manufactured products.


The most expensive events. The largest number of organizers and participants is involved in their conduct. They are focused on spending leisure time for consumers, and, accordingly, are more memorable for topics. who attended them. It has long become common for large companies to invite pop stars, famous comedians and other prominent personalities of our time to them.

Event or event marketing is a set of marketing activities aimed at promoting a product or company in relation to a specific event. Most often these are world-famous events or events created specifically for the company: for example, thematic flash mobs.

The main idea of ​​event marketing was voiced thousands of years ago: Roman rulers said that the people needed “bread and circuses”. It turned into an independent industry about 30 years ago, and the very first modern event marketing event is considered to be a competition from Procter & Gamble, a soap manufacturer.

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Event marketing is used when the target audience of an upcoming famous event and the target audience of the product overlap. It makes no sense to advertise agricultural equipment as part of the Olympic campaign, but you can perfectly sell sportswear.

Types of Event Marketing

Corporate events. This is corporate event marketing. Its main task is to increase labor efficiency and improve the image in the labor market. These events include corporate anniversaries, including company anniversaries, games, picnics, and various festive parties. It is appropriate to invite both partners and regular customers to such events. The theme of corporate events can be different, but most often they are timed to coincide with some kind of anniversary, holiday or other significant date.

Trade events. These are events and activities for dealers, partners and customers. These include various summits, conferences, rallies, seminars, presentations, various receptions and other themed events. Usually they are tied to the product or type of activity of the company - for example, a pharmaceutical company conducts a seminar for medical professionals, and a car factory conducts a conference on the automotive industry. Such events significantly increase the company's image in the eyes of the end consumer, because they show expertise.

Special events. This type of event marketing includes all third-party events - advertising tours, festivals, concerts and other entertainment events. And not necessarily organized by the company itself. This type of event marketing increases the reach of the target audience, has a positive effect on consumer loyalty and allows, in combination, to increase the number of sales. Particular attention can be paid to sponsorship - the company sponsors a well-known event and advertises with a mention of it. Or simply sponsoring a world famous event like the FIFA World Cup or the Olympic Games.

Event Marketing Features

Event marketing has several specific features that deserve special attention. The main feature is that the audience of the company and the event must match. It will be impossible to sell a refrigerator at an event related to household appliances, and professional dog handlers are unlikely to be interested in neural networks. More precisely, some of them may be interested in the product, but as a result, the conversion will be low - lower than if the company held an event among webmasters, editors, marketers.

The second feature of event marketing is that the event itself must promote the product. Sometimes mentioning as sponsorship alone is not enough. Events that are associated with the company itself or its product work much better. Therefore, it is better to use the brand name in the title of the event and also provide visitors with the opportunity to test the product. For example, at the festival “Klinskoe. Promotion ”visitors could not only test themselves on the Sky dive attraction, but also taste beer. And the name indicates the brand, which also had a good effect on the reputation and loyalty of consumers to the company.

Event marketing, or event marketing, is an indirect advertising tool that allows you to create an emotional connection between the brand and the target audience. This type of marketing includes two areas: the development and implementation of your own promotional events and promotion based on high-profile public events.

Marketing activities are carried out to promote the interests of the company, to influence the opinion and behavior of the target audience. This is the goal of event marketing. To achieve this goal, marketers solve the following tasks at each advertising event:

  • PR at events around or draw attention to the brand - they organize events after which they will talk about the brand.
  • Arouse the interest of the target audience - they motivate to enter a new store, get acquainted with the product.
  • Form the image of the company for new clients and consolidate it for regular ones.
  • Provide the opportunity to interact with the company's product in practice, to feel the benefits.
  • Create an emotional connection between the company and the consumers.

When they are being held. When you open a new facility - a store, restaurant, beauty salon, and so on. The format is suitable for any objects, for example, a completely new establishment, a new point of a well-known chain.

Tasks. Attract the attention of the target audience, motivate them to visit a new object.

Tools. Most often, they use sound advertising, distribute or play souvenirs with logos, put tall figures at the entrance or invite animators.

What the event gives. A successful opening motivates potential customers to enter a new establishment right now or in the near future. To achieve this goal, it is important to think about the event. The “just turn on the music and distribute the balloons” approach no longer works.

Marketers need to choose the theme of the event related to the activities of the institution, and think over the duration of the entertainment program. If the event is delayed, the audience will begin to disperse before its climax.

If it is too short, they will regret the time spent on a modest show.

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