Event Marketing: Meaning, Features and Importance

A world that is so business-driven, Marketing ought to be the keyword. Today, everyone markets something or the other, and virtually everything under the sun is marketed, be it commercial or non-commercial products, concepts and services.

So, what actually Event Marketing is?

Event Marketing is an activity to sell, promote, advertise and popularize a product, concept, service and organisation to draw target audiences’ attention, meet their requirements and strengthen relationship with them, ultimately leading to profitability.

It is a novel two-way interaction to engage consumers through theme based activities to influence their decisions. In an Event Marketing, the objective and target audience are clearly defined, and predominantly the objective is achieved through a live multimedia activity.

The scope of Event Marketing is quite varied and it encompasses activities like International & local events, Exhibitions, Trade shows, Publicity stunts, Themed and created events, Corporate entertainment and Award ceremonies. A single event performs an array of marketing functions like, to communicate, to build relationship and loyalty, to compile database, to target, to enhance brand and personal selling as well.

An Event Marketing is always goal-specific. It’s considered a commercial success when it communication objectives are realised and its advertising purpose is served. A huge amount of research is needed to profile the attendees, so that the activity organised hits the nail on the head. And once the event is over, a thorough evaluation should be done to make the team more efficient and next event more effective. Every deed and msdeed should be accounted, and lessons should be learnt. Feedback from the client is an important aspect to evaluate one’s performance and improvise in the the next. .

For an Advertising & Event Management company, Event Marketing is one of the most trusted tools for Brand Building. A product launch by way of an Event is a time-tested activity to take home the point. Direct contact, instant feedback, etc are a few pluses that can’t be challenged. Besides, Events are excellent opportunity to highlight the special features of any product, service or concept. At the same time, Events are used to add age to a brand’s life and keep it alive for longer and longer period. At times, they help in repositioning a brand’s standing to stay competitive in market.

So, Event Marketing as a tool has a strong relevance in a market which is so business-driven, and its need will be felt till brands exist.