Benchmarks and trends report, t he majority 84% of leadershipvice president and csuitebelieve inperson events are a critical. Therefore, this paper aims to assess the impact of an experiential marketing event on the customers. Event management involves identifying the target audience, formulating the event concept, planning the overall logistics of the event and conducting project management of the event as a whole. The model is founded on research within sponsorship, advertising effectiveness, and the latest research on. Event planner marketing strategies to attract clients. Plan, produce, and oversee execution of marketing and communications plan activities including media, promotions, website, and collateral materials. Mar 22, 2011 the paper aims to introduce a framework within which to interpret and manage organisational events that have marketing significance. Know what to do and where to start to make a topnotch event that will be remembered by the attendees. The use of technology, importance of sponsorship and pr are also considered. The main objective of this article is to analyse the concepts of experience and experiential. With an onsite study at a sponsored event, we construct and test competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsors brand with respect to purchase intentions. A case study of tkbl all star 2011 in turkey huseyin kose anadolu university mehpare tokay argan bilecik university metin argan anadolu university abstract. A field study with consumers participating in different types of events indicates that event attendance increases brand equity and that brand experience is the most important mediator. In this event marketing guide, we reveal the strategies we used to promote our first conference and outline how you can use these techniques for your event.
Maximize your event marketing strategies with unique industry insights and worksheets, including 7 secrets to events that outperform expectations. International journal of event and festival management available volumes and issues. Pdf this research demonstrates the effect of the completeness of a products shape on size perceptions, preference, and consumption quantities. International journal of event and festival management issues available. Event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging inperson engagement.
Based on a framework of knowledge of event marketing and recruitment, a qualitative study. It carefully explains various terminologies related to event management and marketing. In a brand promoting an event and its sponsors can obtain brand image, personality and notoriety vila. However, the efficiency of event marketing as a promotional tool over the. Results provide evidence for inclusion of event marketing in the companys promotional mix and indicate that experience with the sponsors products during the event may enhance event outcomes.
Pdf competing model of event marketing activities researchgate. Iosr journal of business and management iosrjbm eissn. Event marketing, experiential marketing, brand equity, brand experience, brand. Results from this framework indicate that event marketing, in conjunction with. It is a valuable strategy for introducing your brand to new audiences, connecting with existing ones, and establishing your company as a thought leader in your industry. Introduction event management is the design and coordination of an event. The book takes the reader from core marketing mix principles to exploring the event marketing landscape to consumer experience and involvement with event marketing and finally strategies and tactics employed to manage the marketing activities related to events. We show that an attendees enthusiasm and activeness in the area of the sponsored event and knowledge of the sponsors products positively influence the. Event management cognizant communication corporation. Event management, an international journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. The impact of event marketing on brand equity columbia business. Make your event successful when you utilize this abovementioned event marketing plan template.
Mar 24, 2020 event management, an international journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. Tanalysiswhatarethestrengths,weaknesses,opportunitiesandthreats s. It also seeks to introduce associated concepts to further this area of study and practice. How dallasbased freeman became the worlds largest event.
The real start of sponsorship was during the olympics 1994. The event study methodology was developed by finance researchers but has been widely adopted in other fields, including marketing. Event marketing best practices and resources marketo. Get ready for the most comprehensive list of event marketing statistics, event management statistics and event planning statistics on the internet for 2019 and beyond there is no doubting the power of live events. Pdf event marketing and attitude changes researchgate. Lead management email marketing consumer marketing customer base marketing mobile marketing financial services manufacturing healthcare. Event studies was an unnecessary and perhaps irrelevant idea until academics doing eventrelated teaching and. It comes in a wellcrafted content that you can customize according to your preference with little to no hassle. The international journal of event and festival management advances knowledge in the field of events management and enhances the uptake of such knowledge by academics in the field. Application of a model for the effectiveness of event marketing.
Event study methodology in the marketing literature. Aimed at both international marketing business scholars and practitioners at senior and midlevel international marketing positions, the journal s prime objective is to bridge the gap between theory and practice in international marketing. Consider one of mcdonalds most popular event marketing campaigns mcdonalds monopoly. We show that an attendees enthusiasm and activeness in the area of the sponsored event and knowledge of the sponsors products positively. Dec 01, 2006 with an onsite study at a sponsored event, we construct and test competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsors brand with respect to purchase intentions.
Event marketing activities in 2001 and billions on sponsorship. The impact of experiential marketing on the customers perception of a brands essence autoria. The most important objective of event marketing is to improve the image of a brand or a company. Event management involves creating and developing largescale events which might include conferences, conventions, concerts, trade shows, festivals, and ceremonies. Contributions addressing any aspect of international marketing are welcome. How do special event organisers approach marketing communications. These marketing strategies, called ambush marketing, detract from a rival that is the official sponsor, and thereby it can diminish the value of the official sponsorship. Develop materials to deliver the organizations messages to the public and the.
Events and sponsorships are tools for experiential marketing that focus on customerconsumer experiences, and treat people as emotionally and rationally driven within a holistic framework of experience. International journal of event and festival management. Pdf a hypothetical comparison between event marketing and. We analysis its impact and future on the perspective of bangladesh. Event marketing how to successfully promote events, festivals, conventions, and expositions leonard h. Research on the residents perspectives, however, is still in the infancy stage, yet. The impact of experiential marketing on the customers. Get this marketing event evaluation form downloaded for your business and assess the success of your marketing event effectively. Despite the fact that experiences are regarded as key concepts in marketing today, there are different views and interpretations about the content of terms. We have compiled a list of event marketing statisticscovering topics such as event budgets, event technology and event promotionthat you can use in your next event marketing presentation, conference, or call.
In this paper we evaluate how to start an event management business in bangladesh. Pdf on mar 1, 2016, gerd nufer and others published event marketing and. When you create this plan, you have to ensure that its achievable. How can the effectiveness of different marketing events be measured.
The paper aims to introduce a framework within which to interpret and manage organisational events that have marketing significance. The research presents a critical evaluation of the current methods used to measure the effectiveness of experiential marketing techniques. Brand, journal of advertising research, 46 4, 420433. How to successfully promote events, festivals, conventions, and expositions by leonard h. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a largescale generator of tourism. School of marketing, the university of new south wales. Role of relationship marketing in competitive marketing strategy. Hoyle, cae, cmp event risk management and safety by peter e. Creating an excellent and effective event marketing word plan for an upcoming event should be your topmost priority to make the event successful.
Event marketing can refer to a brandhosted eventonline or offlineor participation in a thirdparty event via a presentation, exhibit, or display. International journal of event management research volume 5, number 1, 2010. Event marketing is entering a guerrilla era where the physical and the virtual cross paths, offering new options for marketing professionals who create buzz over a service or product. Application of a model for the effectiveness of event marketing this article provides empirical evidence of a model for effectiveness of event marketing and illustrates the application of the model. The first one is concerned with emotional responses to the brand and the event, the second one with. Journal of management and marketing research special event management, page 1 special event management and event marketing. Application of a model for the effectiveness of event. Engaging the consumer through event marketing angeline close. Job description marketing, communications, and events. The role of event marketing as a form of communication is discussed, and recommendations and directions for future research are suggested.
This field has developed in size and impact globally to become a major business with numerous dedicated. It encompasses a wide variety of disciplines, which in turn requires a lot of work across multiple teams within an organization. Secondary research is then used to highlight specific tools and methods currently being used in the experiential. Megaevents have been the topic of unprecedented consideration within recent research. The international journal of event and festival management advances knowledge in the field of events management and enhances the uptake of. International journal of event and festival management is available as part of an online subscription to the emerald. In event marketing theory, the event has to be created for marketing purposes wood, 2009. From humble beginnings in the 1920s as a decorating company for fraternity and sorority parties at the university of iowa, dallasbased freeman has. Analysing managerial practice, consumer perceptions and preferences hede a. Role of relationship marketing in competitive marketing. Journal of management and marketing research role of relationship marketing, page 2 1. Journals hospitality, tourism and events management. Marketing in event management year 20 pages 40 the primary aim of the thesis is find out the importance of marketing in event management. International journal of science and research ijsr.
Event management aims to continue to be the leading source of research reports and analysis related to all forms of event management. Introduction the purpose of competitive strategy is to achieve a sustainable competitive advantage. Conceptualization of brand experience in an event marketing context. A field study with consumers participating in different types of events trade shows, street events, popup shops and sponsored eventsindicates that event attendance has a positive impact on brand equity. Event management, marketing management, strategies, event marketing. Skinner and vladimir rukavina the complete guide to destination management by pat schauman, cmp, csep 9917. Marketing in e vent management year 20 pages 40 the primary aim of the thesis is find out the importance of marketing in e vent management. Job description marketing, communications, and events coordinator reports to.
Journal of international business research and marketing volume 1, issue 3, march. The results obtained allowed on one hand to make the proposal of instruments in event marketing management applied in specific events. Event marketing allows a company to break through the advertising clutter, and target an audience by enhancing or creating an image through an association with a particular event, while reinforcing the product or service, and driving sales. Events can occur online or offline, and can be participated in, hosted, or sponsored. There are countless types of marketing evaluation forms like marketing manager evaluation, distributor evaluation, marketing employee evaluation and. Youll find most articles youll need for your studies in library search but, if you need more indepth research, you may find these key journal databases useful if you find an important article that you cannot access, our document supply service may be able to get a copy for you. Aimed at both international marketingbusiness scholars and practitioners at senior and midlevel international marketing positions, the journals. Better physical environment means tourists higher experiential value. Journal of international business research and marketing. Figure 1 conceptual model for the effectiveness of event marketing model for effectiveness of event marketing 284 journal of advertising research september 2007. The effect of event marketing techniques employed by nigerian.
It is a valuable strategy for introducing your brand to new audiences, connecting with existing ones, and establishing your company as. Event marketing and attitude changes research leap. The journal of marketing jm develops and disseminates knowledge about realworld marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. It is the premier outlet for substantive marketing scholarship. Traditionally, events were considered useful for rural. Event studies was an unnecessary and perhaps irrelevant idea.