Event marketing tools for corporate clients. Event marketing and brands

Organized and made a cool Interactive training with AfterParty «Brands&Events»! And in this article, a thesis about what was at the training, well, and a few reviews.

Personal brand and Enterprise brand

Applicable to any businessOff-line and On-line. In the 21st century, it is not the product or service that the client needs, but your competence, expertise, service and attitude towards him. And Your Name - only it has the power to influence your business. These are the trends and requirements of the market, gentlemen.

Event marketing - Event marketing. What's this?

One of the most effective branding tools is Event marketing.

This is a promotion method that aims to build and strengthen the brand image by organizing non-standard special events or events.

Events are divided into:

workers where information is exchanged (training seminars, congresses, exhibitions, conferences);

informative, the purpose of which is to transfer information in an entertaining form (release of the first batch of goods, awarding the millionth buyer, the company's birthday, premiere, corporate holidays);

leisure- focused on the organization of free time, through communication and entertainment target audience, which implies a strong emotional impact: (competitions, shows, concerts, festivals, trips, fashion shows).

The main tasks facing the Event Marketer and Project Manager:Engagement - Brand awareness - Sales - Mutual PR - Mix of several points.

Event marketing - Benefits of event marketing

1. Almost any information "packed" in an entertaining form is experienced more emotionally and sensually - therefore, it is better perceived and remembered.

2. Event marketing is a kind of mix of ATL, BTL and PR, due to which it affects several communication channels at once.

3. A promoted event itself becomes a brand, which allows it to be widely used in building the company's future strategy.

4. An event marketing event has a "long-lasting" effect, since it begins long before the event in announcements, posters, press conferences and continues in subsequent media reports.

5. Participants of the event can be considered as a large focus group, where the company tests its proposals.

6. The event is an occasion to establish the necessary contact with journalists.

7. At an event marketing event, you can organize direct sales of goods.

8. High creativity and flexibility inherent in event marketing allow building original programs for companies various areas activities and with different financial possibilities.

Event marketing - Emotional connections

Event marketing is an ideal tool for building emotional connections with the consumer. He helps the brand to find its “human face”, meet the consumer, get to know him better and get a piece of his heart, and therefore money!

Event Marketing Principles to Follow

• Formed rules of time and space
• There should be clear rules of conduct, which should be familiar to all participants.
• A ubiquitous brand
• In all promotional materials, put your logo, indicate the address on the Internet and phone number.
• Don't Save on Positive Emotions
• Try not to save on gifts and "buns". The positive emotions that your customers will receive will remain loyal to your company in the future.
• Subjectivity
• Your task is to leave a positive impression on the vast majority of people. Even when reading positive reviews from other people. Event marketing can not only promote loyalty, but also manipulate the attitude of the client.
• Openness and communication
• The guests should feel like they are part of your company, let them feel it, and then it will be easier for you to influence them.
• CA principle
• Consider the preferences and lifestyle of your target audience (below)
• Press. The media and bloggers will become your obligatory assistant in covering the event.

Event marketing and CA (the target audience) - who she ?

Formation of Customer Journey andCJ value for the event

The main goal of building a customer journey map is to structure customer behavior and determine the most effective methods their engagement with the brand. The customer journey map is a universal tool and can be used both for building a sales model and for post-sales analysis of customer behavior. you needAudience analysis, selection of target segments andPortrait of the target audience, segmentation of the target audience according to the objectives of the event

Event marketing - The most interesting events

• event surprise
• Event record
• beauty event
• surprise event
• Miracle event
• Event Mystery

FAKAP or worse does not happen!

Practice has shown that one of the most burning topics is the organization of BUSINESS events: conferences, forums, master classes, trainings.

At first glance, organizing a forum is very easy:

• Select site
• Make a program
• Negotiate with speakers
• Create a website
• Find sponsors
• Sell ​​tickets

BUT THERE ARE ALWAYS RISKS to doing something wrong:

• Choose the wrong date for the event, compete with other events and lose
• Negotiate with the venue, but repairs will begin on it during your event, or there will be stuffiness in the halls, and the projector will light up presentations
• Negotiate with speakers who, a couple of days before the event, will refuse and will not come
• Order full-fledged catering for contractors, but just get coffee and cookies from the nearest store
• Make a program that will not be interesting to the target audience at all (even though you thought it was brilliant)
• Coordinate activities and packages with sponsors up to last day and then suddenly find out they've changed their minds
• Do not take into account the many small expenses, which then "eat up" all your profits
• Conduct an advertising campaign that will not give ticket sales, as a result of which the site will be empty, and you will go into hard minus
• Do not include in contracts with contractors or customers important details, which will entail huge financial and reputational losses

Win=Win in Brand Generation!

• How to create and promote a Brand if everyone wants to promote only themselves?
• How to conduct effective negotiations after Networking?
• How to monetize business contacts so that your opponent also earns with you?

The system of business relations in organizing and building a business through a mutually beneficial partnership Win-Win, where each party wins mutually beneficially - this is the principle of my interaction with partners.

PACKAGING BRAND, INFO PRODUCT and Technique for creating a product line - Offers

Today, everyone is talking about the “packaging” of a product or business. Often this term means design, readable texts and, at best, usability (comprehensibility, convenience and ease of use of the site).

In fact, the packaging elements are all points of contact with potential and actual customers:

• Website, blog, landing page
• Advertising campaign
• Emails
• Social media
• Sales and customer service scripts
• Company legend
• Commercial offer, marketing kit and other promotional materials
• Materials on third-party resources
• Feedback from customers and employees
• Video, audio and text content

BrandBook - BrandStory - LogoBook) - GuideLine

FULL VERSION — Guidelines for using corporate identity elements. Goals, mission, values. This is what our Producer Center does with high quality and with an individual approach!

Brand-Fuckups - or Major Mistakes

• My clients are all people

It is important to make the potential client feel that he has come to the very place created especially for him. If you focus on everyone and everyone, you simply will not be able to “hook” your client.The best strategy here is to create a separate product for a separate segment of the target audience.

• No trust = no sales

Almost the entire audience of customers are skeptics. Every day they are trying to sell a “magic pill” from all troubles and problems.

That's why the main task- to form at least 3 biggest proofs that you can be trusted. (media, reviews, video reviews)

• USP - offer

Unique selling proposition is the heart of any business. From an audience point of view, this is the reason why you and your company should be chosen.

Why is it better to order an Uber and not a regular taxi?A well-formulated offer (USP) answers these and similar questions.

• Lack of personalization

The time of faceless goods, services and business is over. Clients want to know: who you are, where and how you live, what you know and can do. They value individuality. They want security at every stage of the sale. In other words, you need a Personal Brand! and Company Brand!

• Buy - Buy - Buy

Is it possible to sell an online offer or business "on the ground" for a high price over the phone if this is the first contact with a potential client? Cases are different, but still let's look at the situation soberly.

It is necessary to think over a multi-stage campaign, during which we will create and form the trust of the client: why it is more profitable with us, what kind of support we provide.

TOUCH BRANDING

Human perception is based on 5 senses:vision,hearing,taste,touch (kinesthetic) andsense of smell

aroma branding, examples of which can also often be found in many other areas commercial activities, is effectively used to achieve the following results:

• increasing sales volumes;
• increase brand awareness;
• increasing the time spent by buyers in the trading floors;
• stimulation of consumer interest;
• activation of company employees;
• ensuring consumer satisfaction with the product.

Aromamarketing and Aromadesign is not new, but we offer:AROMA BRANDING - SMELL OF A BRAND - AROMA LOGO(For example, these brands have their own zaahs: Sassofono, Stradivarius, Golden Age, Luciano Carvari)

Exquisite flavor of music - Audiobranding is an integrated approach toformation of a sound image brand for long-term use. This image is made up of sound constants that are developed individually for each brand and can be adapted for use at different points of contact. This is one of the channels that forms an authentic perception.

In our Producer Center there is a development of the brand's audio identity, it is very relevant and modern, and most importantly - it works!

Audiologist(and Audio-DNA) is the sound symbol of the brand. An integrated approach to the formation of the sound image of the brand. It works very well for recognition and attraction.

audio clip —mostly advertising or quoted up to 30 seconds with the announcer, Andrey Kaduk is a professional presenter and announcer, we work well as a team.

Music Marketing is a collage of a brand with a musical environment: the involvement and use of the image of a singer, musical group or DJ within some advertising campaign. This is how a brand attracts a celebrity audience for its own promotion.

MEDIA PLAN to Event Marketing is a very serious service, which is based on the knowledge of marketing, management, event marketing, behavioral principles of the target audience and business processes.

How to make advertising, promotion and EVENT work together, smoothly and effectively?You will FAVORITELY differ from your competitors if you start applying this knowledge or trust us as professionals!

HOW to monetize knowledge and experience online

• Idea, mission, values ​​and fundamental basic components of the Brand
• Website + SEO
• Social networks, promotion system, content plan
• Creation of a product line
• Media plan, Event marketing - events, plan
• Email Marketing + Chatbot
• Google and FB advertising, ads, groups
• Events in FB, mutual PR
• Participation as a sponsor, advertising at other people's events, joint webinars, live broadcasts and mutual PR

Mutuality in competition. Be original. Union.

These things are not yet very clear in our society ... But our task is to instill a culture of business and proper self-sufficient competition so that everyone is original, and not a miserable copy of someone. For businesses to unite for mutual benefit and mutual assistance!

It was decided to use publics on Facebook to unite and mutually help.

The modern concept of events for companies and brands forms the direction of event marketing, which is seriously different from the usual entertainment corporate events and skits. Almost five years ago, the event was reborn into event marketing and acquired many new tools for interacting with the audience, becoming another effective brand communication channel.

1. Budgetless promotion

The integration of barter partners into events is a trend that brands are using everywhere today to penetrate the company's values ​​deeper into the minds of the audience. The associative array in the head of the guest of the event is built up due to the belonging of all integrated brands to one segment.

For example, when the Maserati brand opened a new Avilon showroom in Moscow, it integrated cosmetic brand Aqua di Parma, who provided gifts for the guests. Both brands sound in unison with each other - the luxury segment, the Italian manufacturer and the high quality of the product.

When working with partner events, it is important to understand the potential for reaching the target audience of a brand that wants to integrate, and potentially calculate possible lead generation.

That is, a deep analytics of the effectiveness of a particular communication of costs is necessary in several parameters:

• contact cost;
• contact quality;
• potential conversion to purchase.

It is also important to understand that with barter integration, both brands cooperate on non-commercial terms. Those who allow integration into their event receive additional cost this event as a nice gift for their guests. And the participant who integrates has access to the target audience of the event or, in other words, a platform for communication with an audience close in spirit, which allows him to form an attitude towards himself.

2. Personal communication with journalists

Events are a great platform for establishing personal contacts, and they should be perceived as such. These can be both entertaining corporate events, training programs for employees or partners, and large B2C events, for example, launches of new products or integration into a profile event.

Very often, PR people underestimate these events, thinking that they are too narrow and will not be interesting for journalists.

However, do not forget that the most effective communication occurs with the journalist with whom you know personally. Therefore, it is worth expanding the scope of perception and learning how to use company events to establish personal contacts.

At the same time, communication can be both formal and informal. You can make an accreditation and see how profile journalists will react to your event, whether they will show interest in the topic and the market in which the brand operates. Or simply call a journalist from a relevant publication that covers your market for a personal and interesting acquaintance as part of a corporate event. You will show him what a well-coordinated team you have or discover the secret of maintaining a close-knit team in a company that operates in a market that is specialized for him.

Here are some useful media to post your press event accreditation announcement: ForSmi , Pressuha and Karta-smi . Of course, do not forget about individual invitations by personal call.

3. Newsbreak effectiveness

To stimulate sales, many manufacturers resort to mass advertising, where the cost of contact is low. This is a common method, and often the consumer stops hearing the messages of a particular brand in an endless stream of information. Your advertising message, launched in the mass information environment, runs the risk of not being noticed at all, even with fairly high budgets spent on its creation and placement.

PR specialists know better than anyone how difficult it is to stand out in the information field and draw attention to your product or service. Event marketing allows you to significantly increase the effectiveness of communication or brand news.

Therefore, it is necessary to be actively involved in the creation of activities that are aimed at the end user.

Do not forget that the main task of the producer is to organize the event, but the task of the PR specialist is to understand the reason for the event, highlight its significance, develop a message for the audience, choose the tone and style of communication based on the usual values ​​of the brand.

In order to increase the synergy of the event and the PR occasion, each PR specialist needs to:

• Hold an event with a significant reason: either socially significant or significant in terms of the development and formation of the company.
• Develop the name of the event based on the main information occasion, to which the event is timed.
• Compile a list and then integrate hashtags on the advertising and branded surfaces of the event that will immediately catch the eye of the audience. Don't forget the hashtag icon when placing on banners and posters. It is he who will allow you to quickly and easily monitor in in social networks and determine the number of posts, as well as the reaction of guests to your event.
• At any event, especially B2C, it must be clear why it is held. Therefore, in addition to hashtags, it is necessary to develop short slogans and messages that contain either the meaning of the brand's message to the audience, or the company's values ​​that are consonant with the audience.

Here, perhaps, are the main communication points in which the PR specialist needs to help the producer in organizing the event.

4. New format press events

The effectiveness of classic press events has recently fallen seriously. Previously, it was enough to shoot a high-quality information platform, offer interesting speakers and a hot topic, and 30–40 journalists were provided with accreditation. The competitive environment, as a rule, develops in the same segments, so there are too many events, and it is very difficult to determine which brand is really a pioneer in something, and which is a follower.

To stand out in a competitive environment, you need to follow the latest trends the event industry, its development, new formats, technologies. There is no universal advice here, because only real leaders come first and lead the market.

In the current situation, there is only one way - to be on the wave of knowledge, to attend specialized events that help the development of any B2B environment and are also an integral part of event marketing.

5. Useful acquaintances

At any brand event, you can always get a lot of useful professional contacts. Here you can meet a future partner, a journalist, a potential contractor, and even find a real client. It all depends on the goals and objectives that you set for yourself.

An important trend is obvious: if earlier guests attended events in order to have a delicious meal and a pleasant evening, today events have become a real tool for business networking, that is, creating their own network of contacts. And the more often a PR specialist attends events targeted for him, the more effectively his work is built. After all, it is much faster to make one mobile call to a reliable person you know than to search the network for the necessary contacts and ring city phones in search of that very specialist.

Irina Smetankina, PR Partner Louder and PR Director of EuBEA 2016

© Elina Nikolaevna Berdnikova, 2018

ISBN 978-5-4490-4975-9

Created with the intelligent publishing system Ridero

Introduction

The growth of the global advertising market has led to the introduction of a new concept into the practice of Russian activity - an integrated advertising market. The growing volume and quality of consumption of advertising information stimulates the development marketing activities towards the globalization of the market on a single advanced advertising technologies. All market participants from corporations to small businesses are working to establish and maintain positive relationship with impact groups affecting the organization through effective communications. Corporate communications are the basis of principles, models and mechanisms corporate governance. Internal corporate public relations can be used in any organization, regardless of the number of its employees, structure, type of activity and localization.

“PR is a management function that is designed to establish and maintain mutually beneficial relationships between an organization and the public, on which its success or failure depends” - this is the definition of the masters of American PR S. M. Cutlip, A. H. Senter, G. M. Broome gave in his book. According to the definition of the Frenchman Louis Salleron: public relations is a set of methods used by enterprises to create a climate of trust in the team, as well as in the environment with which they have to interact, and usually in society as such, in order to provide support for their activities and contribute to their development. Ultimately, they must create a harmonious complex. social connections, generated by economic activity in conditions of loyalty and truthful information .

The main conditions for such creation are: highlighting information as a key source of competitive advantages for companies; revision of the attitude to the process of creating the company's HR value in the labor market; coordination with other elements of the communication complex: direct marketing, events for employees, advertising and public relations, event marketing; implementation of a web-representation of the company with a corporate component; formation of an HR brand and reputation of the first person.

Internal PR tools are no different from those traditionally used in the field of public relations. The only difference lies in their specificity dictated by the audience. There are many reasons why organizations should pay significant attention to internal communications, first of all, there is a law according to which any organization must interact with its employees Human Resources (HR) - this is everything related to personnel, that is, with " by human resourses and internal communications. A company that makes efforts to interact with existing and potential employees becomes an attractive place to work. Internal corporate PR directly affects the activities of the organization, affecting its reputation and performance. In the book Effective Internal Communications, English corporate communications consultants Pamela Mounter and Lynn Smith state: “… if you treat your employees with respect, then the reputation of your organization will only increase.”

All this leads to the merging of the concepts of HR-branding and internal corporate PR. In this work, all points of contact between these concepts are considered, and special attention is paid to unlocking the potential of corporate governance, the formation and positioning of the personal brand of the first person of the company.

The tutorial is divided into three parts. The first one is devoted to intra-corporate PR and event marketing within the company and the possibilities of managing intra-corporate communications. The second one considers the technologies of forming an HR brand, analyzes the factors influencing the modeling of corporate religion, corporate rituals and holidays. The third part reveals the concept of the business image of the head, the essence of the formation of the reputation of the first person and positioning the image of the head of the corporation. The textbook systematizes knowledge in the field of internal corporate relations, contains tests and cases for self-examination.

The book is intended for teachers, graduate students, undergraduates, senior students, applied professionals in the field of advertising and public relations, HR, event marketing, as well as anyone interested in the development trends of internal corporate communications.

Chapter 1. Internal corporate PR

1.1. Levels and elements of organizational culture

Culture is a processed environment adapted for human habitation, transformed with the help of specific human methods of activity - technologies and the results of this activity, which allows satisfying the various needs of a person organized in groups, directing human behavior towards survival and development. It contains normative formations, symbolic elements, technologies that embody the experience of the community. Organizational culture is a set of common approaches, values, traditions, symbols, worldviews of employees of the organization that have stood the test of time. A peculiar expression of the company's individuality, a manifestation of differences from others. By evaluating any organization, you can create a complete picture of the culture of the organization that shapes the opinion of all campaign workers. The workers themselves are carriers organizational culture.

There are usually three levels of culture: artifacts, shared values, and basic beliefs. However, each subsequent level is the least obvious.

The top level is artifact level, including all those phenomena that can be detected when entering a new group with an unfamiliar culture. When a thing loses its semantic certainty, it becomes an artifact (artificial fact) that performs the task and has a certain value for the target audience or society. The main problem in the interpretation of artifacts is related to the ambiguity of symbols. At the same time, the level of artifacts is largely amenable to managerial influence and can be largely shaped within the corporate culture. Artifacts reflect the core values ​​of the company. Accordingly, the level of artifacts can be influenced primarily by internal PR methods.

Founder scientific direction"Organizational psychology" Edgar Schein states that "the knowledge of organizational culture begins with the first," superficial "or" symbolic "level, including artifacts – visible external organizational structures and processes. Architecture, language, technology and activity products, artistic works and style embodied in clothing, manner of communication, emotional atmosphere, myths and stories associated with the organization, description of accepted values, external rituals and ceremonies language, technology and activity products, works of art and style, manner of communication, emotional atmosphere, myths and stories associated with the organization, description of accepted values, external rituals, rites and ceremonies - everything that can be felt and perceived through the senses.

Richard Daft, an American specialist in management and consulting, identifies similar categories in artifacts and refers to them rituals and ceremonies, stories, symbols and language. Richard Daft's textbook is one of the most recognized works management in the world.

Rituals and ceremonies are rehearsed and planned actions that demonstrate the values ​​of the company in artistic form and are often intended for the audience. Such events form a common outlook on the life of the organization, unite people. This set of measures has a psychological effect on the members of the organization in order to strengthen loyalty. For example, the arrival of a new employee or the promotion of an employee up the career ladder. Rituals help increase the loyalty of the company's staff, and sometimes improve the company's image when communicating with partners and customers.

Stories are stories that are confirmed or undocumented stories that describe certain values, “valuable” behavior, etc. Many companies have stories about the birth and development of the company, about the values ​​of its founders, which are often repeated by employees of the organization, including those stated by new employees. Some stories keep the core values ​​of the organization alive and facilitate mutual understanding. Others are more like myths that fit the organization's values ​​but are not backed by facts.

Symbol- this is a conventional sign that represents an idea (or concept) that is significant for the organization. In a sense, ceremonies, stories and rituals are symbols of deeper values. Another type of symbol is a physical object, a physical artifact of an organization. And the third is the symbolism itself - thanks to this, the values ​​of the company are transmitted to the broad masses of people. This includes form style, logo, trademark, slogan (slogan), color scheme in advertising.

Second level - values ​​and beliefs- expressed in the words and actions of employees, shared by members of the organization. Often in uncertain conditions values ​​serve as a model of behavior for the members of the organization. But if these values ​​are accepted and formulated not on the basis of collective experience, then they remain proclaimed categories, i.e. they are quite precise about what people will say when they are in different situations, but this does not guarantee that they will do so. The value system forms the inner core of organizational culture. The stronger the values, the deeper they are rooted in the culture of the organization, the more they influence the behavior of employees.

At this level, the role of the personal brand and reputation of the leader of the company, the creator or transformer of this culture, since the values ​​shared and declared by the founders and the most authoritative members of the organization, become a key link in the unity of employees, the formation of a unity of views and actions of the organization.

The third level of organizational culture base views- these are the main hypotheses and beliefs that are so deeply embedded in the corporate culture that employees simply stop noticing them. I. V. Groshev, adherent systems approach in the study of organizational culture, he believes that the content of the elements of organizational culture is found in the legal, political, economic and socio-psychological spheres of the activities of organizations. At the same time, “economic culture includes: a culture of production (organization of labor, conditions, means), a culture of distribution, a culture of consumption, a culture of exchange ... Socio-psychological includes: culture of managers, employees; ethical and aesthetic culture; culture of behavior, motivation; culture of communication; culture of conflict resolution.

Basic ideas do not cause any objections or doubts among group members and seem so obvious to them that behavior based on other ideas will be perceived by group members as incomprehensible.

Culture can be thought of as a fairly complex system of the following structures: value-normative, organizational structure, the structure of communication, the structure of socio-psychological relations, the game (mythological) structure, the structure of external identification (corporate style).

Organizational culture can be analyzed as an integral and effective tool for managing a company only if there is a formed and unchanging structure of dominant value orientations in the presence of a certain hierarchy of organizational values ​​of the work team, which will be the essence of the organization's culture.

1.2. Internal PR as a method of managing the culture of an organization

The essence of the methodology for managing the culture of an organization by means of internal PR is to systematize the elements of this culture and the methods of internal PR itself. There are many designations for those activities, the main purpose of which is to establish and maintain positive relationships with groups (influence groups) influencing the organization through effective communication. In addition to this goal, they also distinguish forecasting changes and events in the external and internal environment of the organization, managing the response to these processes. The second group of goals can be called rather PR tasks, since they are valuable not in themselves, but as a means of supporting corporate communications with pressure groups.

Awareness of employees about the changes taking place in the organization and understanding of the essence of these changes is provided by internal communications. Internal PR allows you to increase the commitment of employees to the cause and values ​​of the organization, gives them reasons to be proud of their company, makes them feel part of a single process and receive both additional motivation and satisfaction from this.

Before influencing the corporate spirit by means of internal PR, it is recommended to determine what the value system that exists in the team is. You can rely on it when developing PR events. To identify the value system, it is necessary to have information about the number of employees, their average age, and education. It is necessary to conditionally divide the team into small groups, because people with similar professional values ​​work in the same unit/department. In addition, it is recommended to study the existing and most developed communication channels between employees (the practice and ethics of communication by e-mail, corporate publications and other ways of exchanging information).

The content of these methods allows you to systematically increase key competencies, analyze the results of completed projects and draw appropriate conclusions. Internal PR has a rich set of tools for building employee commitment. These are not only means that increase involvement in a common cause, but also an emotional impact (for example, corporate holidays - the birthday of the company, New Year, end of the year (summing up) and gaming (for example, any employee can nominate his colleague as an “employee of the month”, and the best of the best are selected on a competitive basis). Of course, each tool has its own advantages and disadvantages. It is important that their use is not an end in itself. An unprincipled corporate holiday is more likely to irritate employees than increase their commitment. But more on that in the next chapter.

Corporate communications as open system.

The organization operates among customers, investors, employees and partners, competitors (and all those whom it can influence directly), as well as social, governmental institutions (which most organizations, if they can influence, only indirectly). The influence exerted by the organization cannot guarantee that there will be changes in the target groups. At the same time, the changes taking place in influence groups affect the organization and force it to adapt, i.e. behave like an open system. At the same time, “only companies that can implement internal changes through communications are able to quickly respond to external changes and emerging opportunities” .

The process of communication (including as a form of interaction) is understood as one of the foundations of human life and society. At the same time, researchers are talking about both communication processes and its results. It is also customary to understand communication as the processes of recoding information from verbal to non-verbal and vice versa: "... for communication, the transition from the speaking of one to the actions of the other is essential" .

Corporate communications is a system for managing internal and external information flows, aimed at creating a positive image and a favorable opinion of oneself among key partners on whom the fate of the company, competitors, company employees and candidates depends; these are messages from a corporation, from its management, to its employees, media, partners, and the general public. Corporate communications aimed at groups of influence allow both to make a response to changes that have already occurred, and to anticipate upcoming events.

Such communications will become effective if they reflect the integrity of the corporate culture and clearly fit into it. The goals of corporate communications should correspond to the mission, goals and objectives of the organization, its values. They should take into account the preferences and perceptions of the target audience with which the dialogue is being conducted, so information about the environment of the organization is of great importance. Corporate communications cover all aspects of how an organization communicates with groups of influence and how communications are built within the company.

Communication strategy of the organization. internal PR.

The communication strategy of any organization has both an external and an internal direction. The external communication strategy is to define the overall goal of the company and how to achieve it, and a competently built internal communication system will help convey the corporate mission to all employees of the organization. A well-designed communication strategy is able to identify the strengths and weaknesses of each channel of intra-corporate communications and correctly use them to ensure the functioning of all types of intra-corporate communications: horizontal, vertical downward and vertical upward.

The following goals can be identified internal communications:

– unity of employees, commitment to the company;

– increase in productivity and quality of work;

- use of new technologies in the work.

In this list, the first goal (a strong corporate culture) is directly related to PR. Achieving this goal contributes to the improvement of the quality of work and innovation, which are rather the goals of the entire organization, and not just the PR service.

Ekaterina Mityasova, Master of Management, University of Manchester, described the main methods of internal PR as follows:

- Introductory "package". Any employee must be accepted by the organization as a full member from the first day of work in it. The more carefully the introductory "package" is designed, the faster the new employee will become loyal to the organization. In addition to the explanations of the immediate supervisor and mentoring of more experienced colleagues, the “package” may also offer physical media (a booklet or a disk), which contains recommendations to familiarize yourself with certain literature, study some aspects of the company’s work, and discuss issues with the manager.

- Oral presentations. A number of companies annually hold a road-show - a presentation of the results of work, during which top management can not only directly contact the staff, but also receive feedback. Introductory programs for newcomers may include seminars (lasting up to several days) during which presentations are given by company managers, including representatives top management.

– Communication between employees is an effective and meaningful means of communication. It is required to manage this type of communication in order to avoid rumors and other negative phenomena.

– Social and sports clubs. This means of communication is not with employees, but between employees. The effect of informal, even if rare, communication is very noticeable, especially in crisis situations.

- Newspaper for staff. This is one of the few internal PR tools that provides easy access to the staff of large organizations. In addition, it is one of the most versatile and flexible tools as it allows multiple messages to be broadcast to all levels of the organization. Effective way distribution of the newspaper is considered to be mailing it to the home addresses of employees, this contributes to the formation of a sense of belonging to the organization among their family members.

- Bulletin board. Regularly updated materials containing important messages (especially from direct management) will certainly attract the attention of employees. It should be mandatory practice to post all press releases issued on the bulletin board, even if the press release relates to the work of another division of the company.

– Directory about the company. This publication contains information about all procedures in the organization. All employees must familiarize themselves with it without fail. The content of the directory is a trade secret and is individual for each company.

– Other publications. These can be materials about quality control, news pages. Publications initiated by Human Resources are also critical. They relate to pensions, training, staff development, medical care, wages. This also includes most of the materials (brochures, leaflets, magazines and even advertisements) that are intended primarily for existing and potential customers. Each employee is, in fact, a “company sales manager”, and the more he can tell about it, the more powerful the information flow created by the company. When employees see that an organization is adequately represented in quality printed materials, they feel proud.

Corporate publications motivate readers to ask management questions. In addition, such publications can initiate internal corporate research and invite participation in surveys. This could be, for example, research to determine the extent to which employees share brand values, or the search for possible ways to optimize the production process. The results of such research allow management to generate new ideas. It is very important to inform the employees of the organization about the results of these studies.

The goal of competent intra-corporate communications is to create and strengthen a corporate culture that is attractive to employees in order to increase their loyalty and motivation to work. It is also a way to convey internal corporate values ​​and rules to each employee. David Kirk, a PR consultant after conducting research in the largest corporations in America, made an interesting conclusion that 91% of the indicators that determine employee loyalty and 99.5% of the reasons that affect their job satisfaction are directly related to effective communication, and this is internal PR.

Differences between corporate and organizational cultures.

In the literature of recent years, studying corporate culture, the concept of "corporate culture" is identified with the term "organizational culture". For the first time, culture in enterprises was purposefully studied in American large firms and back then it sounded like corporate culture. But, for large corporations, culture is not unique, the term "organizational culture" has appeared. Many researchers still do not distinguish between these two types, simply calling corporate culture in a corporation, and organizational culture in small organizations (because it is difficult to call them corporations, but there is a culture). It is necessary to consider and define the concepts of "organization" and "corporation".

A corporation is an organization similar to and yet different from others. human organizations. The peculiarity of a corporation is that it gathers people on a professional basis, but also includes other connections that allow a person to feel the stability and identity of his social group. In economic theory, a corporation is considered as a form of business organization that is widespread in developed countries, providing for business ownership, legal status and concentration of management functions in the hands of the upper echelon of professional managers (managers) working for hire.

Thus, when analyzing the definitions of a corporation, certain common features are revealed, such as: the form of organization, the presence of a structure and the presence of common interests, managerial functions and possession legal rights. In this case, the corporation acts as an element social structure, that is, a separate, isolated, self-sufficient group, a subject of activity with legal rights, property, as a system of interactions and connections.

These considerations lead to interesting definition K. Scholz: "Organizational culture is an implicit, invisible and informal consciousness of the organization, which controls the consciousness of people and, in turn, is itself formed under the influence of their behavior" .

Conclusion: organizational culture is inherent in any organization, defined as a group of people united by common goals. It arises during the interaction of these people, as a result of their conscious and unconscious actions. Culture in this sense is the energy component of the organization. Corporate culture is always a product of conscious purposeful activity. The corporate culture is formed in accordance with the strategic development goals of the organization.

Further, speaking about the culture of the organization, we mean, first of all, the zone of intersection of organizational and corporate cultures and areas of "inconsistency", which can be directed by managerial influence.

Corporate culture as a brand resource.

The corporate brand of the company is one of the important backbone elements of the organizational culture, including as a brand of the employing company. Thus, the researchers note that, in comparison with product branding, the creation and promotion of a successful brand at the level of a manufacturing company has more potential resources for differentiation, and the corporate brand itself can become a source of sustainable competitive advantage. Back in 1991, S. King argued that consumer choice is determined not only by an assessment of the functional advantages of the product, but also by a holistic perception of the company - goods and related services, corporate design and style, corporate communication, skills, attitudes and behavior of employees, the entire culture of the company generally.

Similar to the concept of "brand", the term "corporate brand" does not have a single interpretation widely recognized by specialists. The lack of scientific consensus in the interpretation of the company's brand, as in the case of the interpretation of the product / service brand, is associated with the multidimensionality and evolving essence of the phenomenon. Thus, J. Ballmer and E. Gray identify five approaches to understanding a corporate brand depending on its life cycle.

1. Corporate brand as an identifier of the manufacturing company. This approach interprets a corporate brand in the narrow sense of the word, as a name, logo or trademark that allows you to identify the manufacturing company. In other words, the corporate brand is interpreted from the perspective of the organization.

2. Corporate brand as a tool for building a corporate image. The corporate brand is considered as one of the elements of the corporate image system formed using marketing communications. This understanding of the corporate brand formed the theoretical basis of corporate branding.

3. Corporate brand as a symbol of the company's corporate identity. This approach reflects the modern understanding of the brand as a set of additional intangible values ​​provided to the consumer. In this interpretation, a corporate brand is understood as a brand identity that includes the core values ​​inherent in the organization or associated with it. It is the core values ​​that allow the corporate brand to form a clear and attractive brand contract (corporate brand promise), become a guarantor of quality and reliability, and build trusting relationships with all interested groups.

4. Corporate brand as a way of building the social identity of stakeholders. This interpretation reflects an alternative understanding of the corporate brand, an understanding from the perspective of stakeholders. According to this direction, modern consumers build their own identity through the consumption of certain brands - the brand helps consumers to broadcast who they are or want to be. In the case of corporate branding, a corporate brand helps to build the identity of not only consumers, but also employees, partners, suppliers, distributors, etc.

5. Corporate brand as the basis for experience marketing. The approach focuses on interpreting the corporate brand from a stakeholder perspective. Within this understanding, the goal of corporate branding is to create a favorable experience of consumption of a particular corporate brand.

The following is a diagram (Fig. 1) that clearly shows the relationship between the brand and corporate culture. Formation takes place taking into account the interests of all target groups. For a company brand, these are: customers (buyers and consumers); suppliers; owners (investors, shareholders, state); competitors; professional community; Mass media, civil society, authorities. For the brand of the company as an employer, these are: employees of the company; future employees (certain target groups); the younger generation and its leaders (those who will subsequently make decisions and shape public opinion); civil society as a target group for the implementation of the social role of the organization; state. It is obvious that the philosophy, management style and strategy of the organization form the brand.

Rice. 1. Organizational culture and its components

The diagram shows that the external sphere of organizational culture is oriented from the outside and is carried out through the prism of the brand. And the target groups can be called "interested parties" or "Stakeholders". A feature of the corporate brand is a special positioning taking into account the needs of target groups: future employees (target universities, specialists in certain areas, etc.). Work with the external environment to translate the values ​​of the brand and the philosophy of the company belongs to the field of PR and is aimed at creating an adequate image of the company, its reputation. Working with the internal space of the company is an internal PR, which should be related to personnel management, as the closest to the concept of an integral element of organizational culture 19 . Starov S. A., Landgraf P. A., Corporate branding as a marketing concept // Bulletin of St. Petersburg University. Series 8. Management. 2013. No. 4. – p. 74

Brand-integrated management: each employee is responsible for the brand / Tulchinsky G. L., Terentyeva V. I. - Moscow: Vershina, 2006. - P. 112.

event marketing event promotion

"Event marketing as a way to promote a service"

Introduction

Daily on modern man an information avalanche of all kinds of announcements, offers, advertising messages and the like. It is easy to guess that a single individual is able to perceive and digest only a tiny part of all information. Under these conditions, it is becoming increasingly difficult for companies to capture consumer attention.

Direct advertising is a tool that has proven its effectiveness, but today traditional way communication is not enough to attract the attention of consumers. Therefore, various variations and tricks appear to support and enhance the effect of classic advertising.

One of the tools designed to solve this problem is event marketing (from the English "event" - an event). This is a way of promotion, which is aimed at building and strengthening the brand's image by organizing non-standard promotions, or, as they are also called, special events.

The scope of event marketing is extremely wide. This is both the formation of a news occasion for a PR campaign, and a way of interacting with target groups (investors, clients, partners). Holidays, parties, various special events are powerful tools for a deep emotional impact on the consumer.

There are several reasons that explain the significant impact of this communication on consumer attitudes. First, people remember better what they experienced on a sensory level. Secondly, they tend to “animate” the brand and feel gratitude and friendliness for the gifted experience. Thirdly, the target group perceives better what the manufacturer offers unobtrusively, since people attend special event marketing events voluntarily and they retain the feeling own choice.

The relevance of this work. Event marketing has been on the rise in recent years. Through special events, companies try to take an active part in social life its target audience. Experts predict that the event marketing market will grow significantly in the coming years.

This term paper is: consideration of event marketing in the context of integrated marketing communications, its tools; and studying the role of event marketing in creating and promoting a brand (service).

.Research of the features and possibilities of event marketing

.The study of event marketing activities, their essence and types

.Consider practical use event marketing opportunities in the implementation of PR projects

.Analysis of special events to identify the main advantages and disadvantages

1. Event marketing and its development

.1 The concept of event marketing and its characteristics

Event marketing is a marketing tool, a set of special events and promotions held with the aim of manipulating the behavior and opinion of an audience specially invited to an event.

The purpose of event marketing is to promote the interests of the company, manipulate the behavior and opinion of the target audience.

The task of event marketing is to form a positive personal attitude towards a brand, company, arouse interest in a person, provide him with the opportunity to feel the benefits, get real experience communication with the product (service), brand.

Event marketing uses an occasion - an event: real or fictional, planned or specially organized, widely known or created specifically for a specific audience. Event marketing is used by companies not so much as a reminder tool, but when a new offer of a product or service appears. When playing a planned event, it is necessary to take into account the fact that interest in a new one causes a greater response. By correctly handling all the advertising media of event marketing in the aggregate, it is possible to provide benefits for both those who organize the event and those who participate in the event.

A properly organized event is:

the target audience corresponding to the event was selected;

the event involves the participation of the invited, action;

The event offers the benefit of communicating with the audience about the product (service) of the brand.

Event marketing is a set of activities aimed at promoting brands through bright and memorable events. This is one of the most effective tools for creating and maintaining the image of a company or its products.

One of the basic principles of modern event marketing is to involve the target audience in the event. As the main tool of event marketing (event marketing) are special events (special events). In other words, we can say that event marketing is a set of special promotional activities, one or more special events are the culmination of the event. The main goal of event marketing is to reveal the character of the brand through the demonstration of a certain lifestyle. For this, major events can be developed and implemented, within the framework of which it is important to identify, identify, invite people who are real and potential consumers of a particular product, product or service. It is important to involve such people in the event as early as possible, it is better that this happens at the stage of the event's advertising campaign and ends with the purchase of the customer company's products. It is important that potential consumers begin to share the values ​​of the brand, identify themselves with the product (self-identification), so that it becomes part of their usual lifestyle (projective methods). Conceptual event events can also be used as tools to attract investors, help raise the necessary amount to finance a new direction, find investors to continue the project, rent out "stagnant" areas or become one of the projects within the framework of the company's corporate investment program. social responsibility.

Event marketing uses various advertising and PR tools, but often its implementation requires knowledge and skills from related fields: art, science, social activities. An example of this is the so-called cross-promotion projects (technology for promoting two or more brands or products, in which cross-independent promotion takes place). Such promotion is possible both with commercial companies and with public ones. In the first case, there may be cost savings and an additional target audience of the partner company; in the second, increasing the loyalty of potential consumers by joining the ideas and values ​​of a public organization and also increasing the target audience due to its supporters.

Depending on the format and content of the event, this or that positioning of the brand takes place. But in order for event marketing to bring a serious return, it is necessary to competently and consistently build the whole process.

Types of event marketing::

Promotional events.

The goal is to promote a product, brand, brand.

Target audience - end users.

Format: promotions, presentations and opening ceremonies, parties, entertainment events in open areas, concerts, exhibitions, festivals, in support of a particular brand. events.

The goal is to increase the loyalty of partners and other significant groups, informing them about the activities of the organization.

Target audience - partners of the organization.

Format: presentations, conferences, seminars, press conferences, exhibitions.

Corporate events.

The goal is to strengthen the corporate culture within the organization.

Target audience - employees of the organization.

Format: calendar holidays, corporate holidays, parties, company anniversary, sports events, extreme recreation, professional holidays.

Social events.

Entertainment and educational events for specific groups of people that the company helps as part of the concept of corporate social responsibility.

Examples: children's parties, sports events, cultural and art events, city holidays and others.

Advantages of event marketing:

· Event marketing is a kind of mix of ATL, BTL and PR, due to which it affects several communication channels at once.

· The promoted event itself becomes a brand, which allows it to be widely used in building the company's further strategy.

· An event marketing event can have a "long-lasting" effect, since it can be started long before the event (in announcements, posters, press conferences) and continued in subsequent media reports.

· Event attendees can be seen as a large focus group where the company tests its proposals.

· The event is an occasion to establish the necessary contact with journalists, it better forms their interest and disposition than under normal conditions. This contact cannot be underestimated, since not only the coverage of this event, but also the further actions of the company depend on the media.

· At an event marketing event, you can organize direct sales of goods.

· High creativity and flexibility inherent in event marketing allow building original programs for companies of various fields of activity and with different financial capabilities.

· The use of event marketing is possible where advertising is prohibited or does not work. It is no coincidence that the history of special events in Russia began with industries where there are various legal restrictions on advertising, such as the tobacco industry and pharmaceuticals.

· The idea of ​​​​creating an event in order to attract mass interest appeared millennia ago - even the Roman rulers discovered the two most important levers of control: bread and circuses ("Panem et circenses!"). And the technological technique called “organized event”, which has a strong emotional impact on the target audience, has retained its relevance.

1.2 History of its origin

The idea of ​​​​creating an event in order to attract mass interest appeared millennia ago - the main idea was voiced by the Roman rulers: “Panem et circenses!” - which in translation means "bread and circuses."

One of the first actions that can be attributed to event marketing was a nationwide competition for sculptures made from soap bars. The "customer" of the competition was Procter & Gamble. The goal of the competition was to turn soap, which evoked unpleasant associations in many kids, into one of their favorite toys that encourage them to be creative. During the year, thousands of American children were involved in a real competition.

French PR researcher L.-F. Laprevote connects the development of public relations with models of event communication. The researcher suggests three periods of evolution of PR - "engineering" and each stage has a special goal:

) 1946-1960 - Achievement of publicity of the company;

) 1960-1980 - creation of brand image;

) after 1980 -- development of company culture.

Each stage has its own slogan:

) "Do well and make it famous";

) "Image capital - trust capital";

) "Enterprise - citizen".

Event marketing has only emerged as an industry in its own right in the last 30 years, coinciding with an annual increase in the number of marketing activities. Event marketing was used by Coca-Cola, Nike, Nestle. One of the first to resort to event marketing was McDonald's, which connected the image of the network fast food with the Ronald McDonald Orphanage and regularly hosts special events featuring Ronald the Clown. This event marketing tactic helped the company not only attract a family audience, that is, children and their parents, but also create a positive, bright, memorable image. McDonald's also uses other event marketing tools: all kinds of charity events with the involvement of stars, which also helps to create a favorable image and expand the target audience.

1.3 Features and possibilities of event marketing

The modern situation is characterized by a sign of information saturation. That is why marketers, advertisers and PR specialists are no longer required to simply “search for moments” when consumers are ready to perceive information, but to independently create such moments, in those cases when and where the company needs it. This and the network is the main task of event marketing.

If the traditional approach to product promotion can be compared “with the packaging of an instant lottery ticket: until you open it, you won’t know the result: won or lost.” That is the basis of event marketing events - the use of the opposite approach, which consists in the fact that the consumer experiences a sense of satisfaction already during the event - here everything can be seen, touched, experienced, felt.

Thus, it is the events of event marketing that allow you to approach the consumer, as they say, from the open side and be remembered for a long time against the backdrop of a general rejection of advertising.

This is one of the most important advantages of event marketing.

Continuing the conversation about the features and possibilities of the researched method of promoting the product, it can be noted that many promotion specialists continue to focus the management of their companies on additional costs associated with promotions. However, a modern consumer, accepting gifts during a promotion, is far from always inclined to show "loyalty" to trademark in the future, after its completion, most often, he does not even remember the name of the brand. The consumer simply receives his fleeting commercial benefit, and the goods are purchased from those who give good discounts or just give gifts.

Therefore, now marketers are coming to understand that promotional activities should increasingly focus on personal communication contact with consumers. The purpose of such contact is to actively convince them of the value of the product for each specific buyer. Thus, the meaning of organizing events should come from the desire to unite people, provide them with conditions for free communication, and remove the barriers that prevent this.

Modern, "advanced" leaders understand this, both in foreign practice and in Russia. They require marketing departments to use event marketing as the most effective way to communicate marketing messages with consumers and business partners, as well as with company employees.

This point of view is also due to the fact that event marketing provides not only direct, but also feedback, which is now extremely important in business communications.

Providing the consumer with information that justifies the need to purchase a particular product is provided to the consumer during an interesting or even exciting event in which he is involved on a voluntary basis.

The essence of the information offered reaches the consumer in the process of unconstrained, “random” learning, because a person receives knowledge about a product, company, its trademark in interesting communication, I would even say in an exciting game.

In this context, it is appropriate to recall the famous dictum of Confucius: "The people can be forced to obey, they cannot be forced to knowledge."

This advantage of event marketing is easy to understand if we understand it from the point of view of psychology.

Indeed, a person remembers better what he experienced on a sensual, emotional level - this is a scientifically proven fact.

At the same time, obtaining and storing relevant information about the occurrence of an event where those who wish are invited is fundamentally different from the perception of “ordinary” advertising. IN this case, a specific person is given the right to a specific choice, while without the "load" of suggestive pressure.

In general, event marketing in Russia has a number of features that are easy to determine using the SWOT analysis matrix.

OPPORTUNITIES

· effectively builds an emotional connection between the brand and the consumer;

· allows to ensure maximum involvement of participants in the process of the event, which will cause their loyalty in the future;

· involves the use of other elements of mass communication, such as advertising, PR and BTL;

· the possibility of organizing direct sales by linking them to ongoing events

BENEFITS

· has a long-term effect;

· unobtrusiveness, there is an element of entertainment;

· minimizing the company's costs through cooperation with other companies;

· saves up to 30% of the budget (allocated to advertising);

· increased receptivity of the audience;

· production is associated with a social phenomenon and receives competitive advantages

· lack of professionalism in the organization and preparation of events, there is a risk of quickly boring the target audience;

· inconsistency of the CA activity;

· absence marketing strategy;

· reduction in the number of events that do not involve the activity of the audience

LIMITATIONS

· lack of knowledge in this area, since there are few professionals;

· large labor costs (physical, organizational, creative)

Thus, the most important "advantage of event marketing is the active impact of the event on the emotional component of the consumer's perception of information. The wave of emerging emotions draws him into the atmosphere of the holiday, which relaxes. All this happens outside of the workplace and the daily hustle and bustle.

Suffice it to recall Eric Lennard Bern, a prominent American psychologist and psychiatrist, who put forward the theory of transactional analysis. He pointed out in it that "people always want entertainment, because the "child" waking up in them pushes them to cross the forbidden line."

1.4 Event marketing activities: essence and types

The range of organized special events is extremely wide:

ceremonies: opening, closing, awarding prizes, scholarships, honoring;

receptions: festive, anniversary, in connection with the arrival of a VIP (very important persons - very important persons);

presentations (possibly combined with a reception and a press conference): products, projects and programs, organizations, new productions and offices;

conferences, seminars, round tables;

excursions, open days;

trips, delegations - business and scientific, study tours of politicians and administrative leadership, business tourism;

holidays, significant dates and anniversaries: corporate, national, international, confessional, professional, regional, local;

festivals, competitions, quizzes;

exhibitions, fairs;

charitable and sponsored promotions and events.

All these events can be organized and carried out by the company independently, organizational cooperation with other legal and individuals, and possibly passive participation of the firm and its management in them.

1.5 The role and significance of special events and general requirements for them. Stages of creating an event

The role and importance of special events for PR cannot be overestimated. They create conditions and lay the foundation for the development of various areas of PR:

development of partnerships, including in foreign economic activity;

attraction of investments (investor relations);

relations with public authorities: legislative and executive;

charity and sponsorship;

communal (neighbourly) relations with the population, other organizations and enterprises, municipal authorities;

formation and development of corporate culture, its traditions, rituals, etc.

Special events play a special role for the development of corporate communications, for working with the media:

create good opportunities direct direct contacts and acquaintances, interpersonal communication;

contribute to the formation and promotion of an attractive image of the organization and its top officials;

create conditions for the formation of a circle of friends of the company, providing them with good reasons for their publicity and promotion of an attractive image;

attract public attention, providing good opportunities for publicity (popularity, fame and recognition) of the company, its brands;

attract the attention of the media, specific journalists;

create news occasions, the company appears as a newsmaker, a supplier of "good news";

provide work with the media not "stealing", but creating conditions for news management and full-fledged information management.

It should be remembered that in the modern world, over 45% of the events reported in the media did not just happen, but were organized in order to be reported.

In order to realize these opportunities of the PR potential of special public events, they must meet several requirements.

First of all, they must be a real real EVENT. Only in this case, the event becomes real news, attracting the attention of the public, and hence the media. This requirement can be met in three cases:

this event is a truly socially significant event;

it is attended by newsmakers - celebrities, any appearance of which attracts the attention of the media and becomes an event: well-known and major politicians and high-ranking officials, religious figures, prominent scientists, famous artists, musicians, writers, artists, athletes, in short - VIPs and other wedding generals .

a scandal, an emergency, was connected with this event.

Information about the event must appear in the media. The forces and means spent on preparing and holding the most wonderful event will, in fact, be wasted if there is no such information. Therefore, it is necessary to send out press releases, and even better - to invite journalists to the event. But, if the first condition is met, then this condition is easily satisfied. If there are newsmakers at the event, the journalists themselves will be drawn to come and prepare the material - and you won't have to spend any money on their invitation. On the other hand, newsmakers, despite their alleged dislike for paparazzi and journalists in general, are very worried about whether and how their presence at the event will be covered. You also need to maintain your image and publicity - show up at bright events. Newsmakers are where the journalists are, and those are where the newsmakers are. And so they go through life hand in hand.

In addition, informational resonance is obligatory: discussions, comments, mentions of the event.

The organization of such events is subject to increased requirements for ensuring security, the quality of the cultural program, and refreshments.

Such bright events do not occur every day and therefore it is necessary to preserve the memory of them. In other words, photo and video shooting is necessary, replenishing the photo and video archive of the organization. This is not about shooting with a hidden camera with a timer (this would also be a special event, but of a different kind), but shooting for memory, with the consent of everyone.

The presence of a clear overall marketing strategy (ideology) within which the event is held. Without being included in such a strategy, the event becomes meaningless.

It is not so much the special event itself that should be developed, but the strategy for its coverage in the media. It is the media that provide access to specific target contact groups. Target contact groups should be able to receive information about our event when and where it is convenient and familiar to them. The more authoritative the source of information involved, the greater the impact on target contact groups. Therefore, it is necessary to focus on the media that dominate this market and these target groups.

Invited newsmakers should be well known, significant and interesting to the target groups.

Information received by the media should be presented in a format that is convenient for them.

For the purpose of effective promotion, use the stages of preparation of the event as independent news occasions, building the main informational dominant at the end, during the final event.

Use the current special event to launch and accelerate the next - this not only contributes to cost savings, but multiplicatively increases the total information return of PR.

Compensate for the lack of funds with original creative solutions, tying our events to holidays, anniversaries, and celebrity visits.

The preparation and holding of the event always takes place in compliance with the following conditions:

the idea and scenario of the event;

press coverage of the event;

An event is always a continuation of a brand, an expression of its relationship with target audiences in an active form. For this reason, it is especially important that the event and the brand are aligned with each other. Their values ​​(the main message of the event), a unique selling proposition, a unique emotional offer (feelings of the participants after the event, realization of their needs), style and visual appearance (music, spectacle), a way of interacting with the audience (the form of the event and the types of activity of its participants) must match. ).

One of the first steps in organizing a special event is to determine its theme and name. The name of the event should sound enticing and motivate potential attendees. In order for the event to be effective, first of all, it is necessary to decide who it will be addressed to, therefore the motivation of the audience in the event being organized is important.

The group of primary motives includes rational motives (renewal of contacts, obtaining information, exchange of experience). Such motives should be influenced when organizing seminars, trainings, conferences.

Secondary motives are associated with a significant influence of emotions. These include maintaining status, demonstrating social responsibility.

Steps to create a special event:

the birth of an idea;

designing an idea and defining an event, preparing a project;

decision-making on carrying out, appointment of project managers;

planning;

making a decision on preparation, determining the estimate, public statement;

final planning, preparation and organization of the event, distribution of invitations;

occurrence of the event, arrangement of the venue, installation of equipment;

start (official opening);

the passage of a special event from opening to closing;

end of the event, official closing;

completion of the event, dismantling of equipment, organization of departure;

termination of actions and termination of settlements;

data processing, financial report;

completion of the project.

To increase the popularity of the event, the following measures can be used:

emphasis on key elements events (participation in the event of famous personalities, novelty, other benefits of the event);

attraction of partners;

celebrity invitation;

lotteries, contests, competitions, prizes (creating a gambling mood).

Especially useful for organizers is the desire of spectators to play and/or compete with each other. It allows you to get acquainted and, possibly, make friends, unites the employees of the corporation, directs the energy of the “warmed up” guests in the right direction, creates an informal atmosphere of the holiday, creates the ground for the emergence of social and business communications.

The organizer of a special event and its direct executors must take into account two aspects of the process:

)Elasticity and taking into account the desires of all involved.

)Following the purpose of the event, the balance of parts of the action, moral, ethical and aesthetic standards.

2. Classification of pr-events

.1 general characteristics events - marketing

To create a benevolent attitude towards an organization or well-known persons in PR practice, a variety of actions and events are widely used. Depending on their content orientation, special events can be classified as follows:

Participation in public life (celebrations of state, national, religious holidays; events to celebrate the dates of the history and culture of other countries and peoples; participation in public events, improvement of parks, streets, playgrounds, etc.);

Organization of sports events (amateur competitions, friendly matches, etc.);

Meetings with famous people (politicians, artists, sportsmen, autograph signing ceremonies);

Professional and thematic events (exhibitions, fairs, festivals, meetings, seminars, round tables, conferences, congresses, symposiums, congresses);

Events dedicated to internal PR and having an official focus (problem resolution reports, announcement of the results of public opinion polls, sociological research; announcement of new appointments to responsible positions; announcement of a new political course, programs, changes in the political course, activity programs);

Entertainment events (competitions, quizzes, parades, beauty contests, receptions, balls, presentations, film festivals, field trips, amateur competitions, collective visits to museums, exhibitions, concerts, theater performances);

Charity events(sponsor awards, charity evenings, creation of charitable and educational funds);

Symbolic events (opening ceremonies of new construction sites, laying the foundation stone; visits of honored and prominent people, meeting and farewell ceremonies, opening ceremonies of festivals, sports days and other large-scale events).

2.2 Sponsorship

A separate way of event marketing is sponsorship of existing events. It has its pros, cons and its own specifics.

By participating in events as a sponsor, you get the opportunity to “light up” your brand in non-advertising events. As a rule, these are fairly high-profile events that have a certain meaning for the target audience and arouse their interest: sports and city holidays, club parties, various competitions and shows - these are just some of the events in which you can participate as a sponsor and deliver your advertising message to the audience of these events.

There are several advantages of event sponsorship as a way of marketing communication:

The semantic and emotional connection of a non-advertising event that is significant for the audience and your brand. By creating a separate event that promotes your brand, you invite the audience to participate in your promotion. As a spectator or participant in your advertising event, the audience feels like the object of advertising. By sponsoring a cultural event, you “get” the audience for the event, regardless of their relationship to your brand and your marketing cause. In addition, your brand is emotionally "connected" with those cultural and life values ​​that the sponsored event is related to.

For example, when sponsoring a sporting event, the company says that the value of your brand is healthy lifestyle life, acting as a sponsor of children's parties - associates its brand with such values ​​as family and children, being a sponsor of a club party - says that such values ​​as freedom, communication, modernity and innovation are important for the brand.

Depending on the volume of participation of the brand in the event, the amount of sponsorship costs will vary. But in any case, they will be lower than when holding such an event on their own. The firm will cover with its advertising message the entire, or almost all, audience of the event with one or another intensity. That is, event marketing through sponsorship is more cost-effective than creating the entire event at your own expense.

Another point that needs to be considered when planning sponsorship of events as a marketing communication channel is the format of participation in it. The traditional elements here are the sponsor's logo on the advertising of the event, the placement of banner extensions at the venue of the event and the holding of competitions from the sponsor. In fact, the possibilities of sponsor advertising in the format of the event are not limited to this. For example, the distribution of small souvenir products to all the guests of the event or a small spectacular performance with the participation of the brand can be much more effective and memorable ways of communication than a traditional prize draw. In the format of many events, it is possible to conduct "gift for purchase" promotions or simply leafleting (distribution flyers) or sampling (distribution of product samples).

2.3 Presentation

Presentations can be dedicated to a variety of events: opening a new office or representative office, entering new markets, new types of products, etc. Annual presentations are possible. Usually the actual presentation lasts 1.5 - 2 hours. The subsequent buffet or cocktail can also last 1-2 hours. The scenario plan for the presentation is pretty standard:

introduction of guests and hosts;

demonstration of product samples, video materials, photographic materials;

a short message on the topic of the presentation;

answers to questions that have arisen;

guest performances (some of them need to be planned and prepared);

banquet, buffet or reception;

cultural program.

The presentation is a kind of intermediate (or - synthetic) form of special events, combining elements of a press conference and a representative reception.

Journalists are invited to the presentation, as well as to the press conference, and it is envisaged that they will be able to ask questions to the organizers and get answers to them. But not only journalists are invited to the presentation. The circle of invitees is wider, including also partners, investors, sponsors and creditors, regular and corporate clients, officials and deputies, and experts.

At a press conference, only the organizers give information, while at a presentation it is good for the guests to find it possible to talk about the organization. If at a press conference it is desirable to use a visual series (slides, videos, computer presentations, etc.), then at a presentation this is a mandatory, especially accentuated moment. New products are presented new office, projects and programs - therefore, without images, samples, demonstrations, the presentation loses its meaning. As at a press conference, at the presentation guests should be given handouts, possibly product samples. At a press conference, the treat is only a gesture of hospitality - it is especially emphasized at the presentation, although it may not be as significant as at the reception. As at the reception, a cultural program is possible at the presentation: a concert, an exhibition, live music, greeting artists.

2.4 Holidays, competitions, festivals, ceremonies

As it has already become clear, the organizational work of PR involves holding separate, sometimes large-scale, actions: holidays, competitions, festivals, awards, conferences, ceremonies, etc. Their preparation and conduct are no different from the rather traditional forms, technologies and methods of cultural and leisure work, long and well described in the literature and mastered in practice.

It is important to involve well-known authoritative persons in such events: government officials, famous scientists, politicians, artists, writers, athletes, etc.

Opening ceremonies usually mark the beginning of a new business, the establishment of a new company service, namely, the opening of a new stage in the life of the company.

The need for publicity, or positive publicity, makes participation in the opening ceremony significant not only for business, but also for politicians, government officials and non-profit organizations. Opening a new university building, business center, a new school, a hospital, a politician or city manager enhances the positive aspects of his business, which provides him with additional support in the elections. Representatives of schools or hospitals that are reopening may be interested in the opening ceremony with the participation of representatives of the city administration, as it creates new opportunity inform the public about their achievements or needs. The official opening of a medical or educational institution often reveals a serious social problem and serves as a start for the deployment of fundraising activities - raising funds to solve a socially significant problem or task.

The opening ceremony can be useful not only for factories, shops, restaurants, hotels, but also for certain types of office space, warehouses, transport stations and ships. An analogue of the opening event is a solemn flight, voyage or motor rally along a new route.

The choice of the person who personally opens the object suggests several alternatives. This may be the mayor of the city, the minister or chairman of the city administration, the minister or chairman of the department in charge of the field of activity of the facility, a parliamentarian, a famous athlete, artist, public figure. The selection criteria are - social significance, accessibility, interest, as well as price - for artists and athletes. The public status of a person directly proportionally affects the interest of the media in the ceremony.

If officials are not expected to be interested in participating in the ceremony, you should focus on good famous people from the sports or entertainment industry. For the opening ceremony of a new store, such persons are very appropriate, their participation can ensure the coverage of the event in local newspapers. IN small towns and townships, the participation of the press in such a case is more likely, if not impossible.

Unlike officials, sports and entertainment people expect to be paid for their participation. In the UK, the price can range from one to several thousand pounds. For this money, a person can appear at the ceremony, announce the opening of the facility and immediately disappear. Others, and not necessarily more expensive ones, can still spend the day at the facility among guests and customers, signing autographs and chatting with employees.

Often, the official opening will take place after the actual opening of the facility. Business interests may require a facility to be operational before a grand opening ceremony involving guests of honor and officials can be held. In such a case, two dates are announced - the date of the actual opening with a small ceremony, and the "official opening with a visit or social event".

For the ceremony, a program and a script are drawn up.

Press releases and backgrounders are being prepared - background information for the media - company history, profiles of chief executives. The materials for the press give a description of the object being opened - a new division of the product, service, product of the store. The presence of a photographer is ensured in case the photographer from the media does not come or misses an interesting shot. A notice-invitation to the media should be made both for a journalist or news editor, and for photojournalists. It is important to determine special place for journalists and create conditions for them to work.

Special attention should be given to awards and prizes ceremonies. As a joke, awards can be divided, firstly, into expected and unexpected, and secondly, into undeserved and deserved. However, for PR purposes, award ceremonies are important: they are high-profile events, they attract public attention, and the media willingly report about it. Therefore, the PR service and the company's management should track information about competitions and awards (international and federal, regional and industry) and actively participate in them. You can apply for participation in the competition from your organization, from public organizations. From professional associations and associations.

You can participate in the award ceremony in three roles: as the founders of the award (and, accordingly, the organizers of the ceremony), members of the jury of this competition, as well as recipients of awards and prizes. In the first case, we are talking about a standard preparation algorithm special event. In the second case, we are talking about passive, albeit respectable, participation in the event. In the third, the PR action algorithm is quite simple:

Ø preparing a response;

Ø the speech of the representative of the company itself (it is better not to read the text "on a piece of paper" - the speech should look impromptu);

Ø one or more media interviews at the end of the ceremony;

Ø to bring good news to the staff of the organization, perhaps - to put up an award for public viewing or hang out an appropriate diploma or certificate;

Ø hold a corporate event (holiday) on the occasion of the success achieved.

2.5 Exhibitions, fairs

Exhibitions occupy a special place among such actions. Therefore, it seems appropriate to note several important (in terms of PR) features of the preparation and holding of such a complex action as an exhibition. The exhibition deserves such attention, first of all, because practically all means and methods of PR are used in its organization, the exhibition, as it were, brings them into focus, integrates them in an extremely intensive form.

In organizing the exhibition, it is important to involve the media both at the stage of preparation, and even more so during the event. It is useful to hold at least two press conferences: before the opening (information about the goals and objectives of the exhibition) and after the end (results, assessments and future prospects). Yes, and during the exhibition it is useful to hold one or two press conferences on specific topics and problems. Thus, information about the exhibition will be "present" in the media during its holding, attracting the attention of the population, target and professional groups.

The opening and closing of the exhibition are often accompanied by the organization of receptions (business and representative), receptions are also held during the work of the exhibition. The exhibition is an exceptionally fertile and grateful subject for photography, film and video filming: the exhibition itself, its work, visitors, famous and official persons who turned out to be its guests, etc.

Often exhibitions are held with the involvement of sponsorship funds. During the exhibition, it is useful to conduct special excursions for the public, pupils, students, organizing special work at their invitation.

In this case, the exhibition will receive an additional sound in public opinion. Invitations should be sent out to individuals and organizations whose attention the organizers of the exhibition are especially counting on. Information letters, press releases and other materials are sent to professionally and commercially interested organizations and firms, as well as to the media.

Constant attraction of public attention is especially important if there is an exhibition-sale (at the end of the exhibition or during it). Therefore, even an exhibition held for purely commercial purposes, nevertheless, involves a wide range of PR activities.

The exhibition, precisely because of the intensity and variety of the forms and means used in its organization, is an extremely time-consuming action that requires considerable costs. Therefore, not independent exhibitions are often held, but collective ones, where each participant has his own section, box or stand. This is very convenient for small, still little known firms. Participation in such an exhibition is an excellent image-advertising. Here is an opportunity to demonstrate a high level of products and, of course, the company itself. More profitable are not one-time exhibitions, but traveling exhibitions exhibited in a number of places, and even countries. Some companies even organize permanent exhibitions with occasionally updated exposition.

When making a decision to participate in a particular annual exhibition for the first time, it is necessary to study the materials of last year's exhibition: the exhibition catalog, media reviews.

The company's opinion about participation in this exhibition must be definite, you need to know the goals that it pursues by participating in the exhibition, and the results that the company has the right to expect from it.

The exhibition stand is the face of the company, so you need to treat it as carefully as possible. For some reason, in our Russian "exhibition field" there are often leaders who are very demanding, for example, to advertisements in newspapers and magazines about the upcoming participation in the exhibition, sparing no effort, correct them several times and are completely dispassionate about how their exhibition composition looks. For potential buyers or partners, reading newspapers with advertising is an everyday activity, and visiting an exhibition and a company stand can become an event. So you need to make this event memorable by applying ingenuity, experience and intelligence to this. The ability to design a stand in an original way, to make it interesting for the visitor - this is the main thing that should occupy everyone working on preparing for the exhibition.

The list of products that the company is going to present at the exhibition must correspond to the theme of the exhibition, but stand attendants should always have materials that reflect all areas of the company's activities.

Before the start of the exhibition, each stand attendant must receive the documents and information necessary for his work at the stand. As a rule, all this is placed in one or two folders. One folder may contain information necessary for the stand attendant, but not intended for display to visitors: address, company account, phone numbers of managers, contract forms, order forms, commercial price lists with possible discounts and additional conditions, etc. In another folder, all information materials can be collected in the direction for which this stand attendant is responsible, or vice versa, only those in which he understands less - it all depends on the organization of work at the stand and the stand attendant's personal qualities.

To work at exhibitions, personnel with the following qualities are selected:

Ø the ability to communicate with people;

Ø knowledge of the company's products, its history, activities;

Ø desire to communicate with people;

Ø endurance;

Ø attractive appearance.

In this case, the qualities are arranged in sequence from the most significant to the least significant.

Everything lately large quantity firms attach too much importance to "long legs and big eyes", forgetting that simply a beautiful appearance without proper knowledge of the subject only distracts from the exhibits exhibited at the stand. For a stand attendant, what is called charm is much more important: pleasant appearance, willingness to communicate without getting tired; repeat almost the same thing 500 times a day as if it were being said for the first time and only to this person; the ability to see and understand the interlocutor.

Prior to the start of the exhibition, it is necessary to conduct a briefing for future stand attendants. It is desirable that a specialist responsible for holding exhibitions be constantly present at the stand during the exhibition. Then all the remarks and wishes of those working at the stand can be taken into account when preparing for the next exhibition.

In addition to the advertising of the organizing committee about the upcoming exhibition, it is necessary to advertise the company itself and its products. In addition to advertising in newspapers and magazines, you need to order billboards of the company with the name of the exhibition, place and dates, company phone numbers, placed on the territory of the exhibition or on the streets of the city. Internal (design) advertising is all textual or pictorial information about the company and its products (posters, screens with a running line or image, the name of the company or its sign, placed directly above or near the exhibition stand). Not a single exhibition is complete without the so-called handout: information, advertising sheets, booklets, brochures, price lists, as well as souvenir products with brand names. The goal is to leave the visitors with material for a more detailed acquaintance with the products, with the company. This is the most successful option for transferring the address and phone number of the company. potential buyers.

However, not every company can afford such pleasure, expenses and maintenance of a permanent staff. Most often, they resort to the services of organizations specializing in holding exhibitions that have equipped premises, and even specialist organizers. Exhibition activity is a highly profitable business (rental of premises and equipment, salaries of specialists, Additional services- for example, for the preparation and publication of the catalogue).

Particular attention should be paid to the work with stand workers who work directly with visitors at the exhibited stands or objects. This work will be required regardless of whether it will be the specialists of the client company or the company specializing in exhibitions. All the same, the customer - the organizer of the exhibition will need to bring these people fully up to date so that their work during the exhibition does not lower its level, does not harm the interests of the company.

A special problem is the publication of the exhibition catalogue. This material is important not only during its implementation. By itself, it is very valuable in the organization of PR as a souvenir, handout, illustration and supplement to other materials. Therefore, a lot depends on its quality (photographic materials, text, printing).

Often, holding exhibitions is associated with the transportation of its materials, among which there may be objects of considerable value. Therefore, it is advisable to go to the cost of various kinds of insurance when holding exhibitions. In Russian practice, insurance of exhibitions (as well as any expensive public events, spectacles in general), unfortunately, is practically not used, while abroad insurance is required condition organization of the exhibition.

The special concern of the organizers is the deployment of the exhibition and its closing (curtailment of the exposition, cleaning of the premises). Therefore, in a lease agreement, this is a special subject of the distribution of responsibilities between the tenant and the landlord.

Considering the intensive and time-consuming, multidisciplinary nature of the preparation and holding of the exhibition, its organization must be carefully planned. At the same time, it is useful to use a network planning technique that allows you to clearly organize all the necessary work depending on their sequence and duration.

According to the participating firms, weekly hard work at the exhibition stand provides new contacts and contracts, which can then "feed the company for half a year." At the most "fruitful" exhibitions, up to 25-30 percent of the company's production program is formed (mostly contracts are concluded with partners). Exhibitions also work on the image of the company, testifying to its stable position. And the catalog of the exhibition, where there is information about the participants, (the name of the company, its specialization, telephone and fax numbers) is then used by all those interested as a reference.

2.6 Conferences (seminar, round table)

Preparing for the conference is quite laborious. A full program of the conference is planned. Much depends on the composition of invited experts, which is determined primarily by the chosen theme of the conference, the goals pursued by the organizers. This is followed by an invitation of specialists and honored guests. Preparation also includes the choice of venue, accommodation for visiting participants, catering, and leisure activities. Although conferences are considered the most formalized type of reception, its success and the interest of participants in it are largely determined primarily by the possibility of informal communication. An important point is also the publication of materials following the results of the conference, which in themselves are material subsequently used for PR purposes.

The specific preparation of the conference (seminar, round table) involves the solution of a number of tasks:

Ø Definition of goals and objectives of the planned conference (seminar, round table).

Ø Determination of the composition of potential participants.

Ø Determining the subject of the conference.

Ø Determination of the circle of speakers, speakers and other speakers. Preliminary contacts by e-mail, fax, telephone.

Ø Determination of the necessary logistics.

Ø Preliminary cost budgeting.

Ø Choice of venue (in the company's premises, hall rental, outdoor option).

Ø Determination of accommodation possibilities for visiting participants.

Ø Invitation of journalists.

Ø Script development, timing of coffee breaks, lunch. Experience shows that it is better to plan theoretical questions (lectures, reports, reviews, etc.) in the first half of the working day. The afternoon is better spent getting to know practical experience, exchange of opinions, discussions.

Ø Preparation of video or multimedia presentations, poster presentations.

Ø Preparation of informal communication: cultural program, receptions, receptions, friendly dinner.

Ø Preparation of the design of the conference: banners, flags, logo.

Ø Production of invitations, programs.

Ø Development of a questionnaire for participants.

Ø Preparation of handouts for participants.

Ø Refinement of the final list of participants.

Ø Phone call before the conference.

On the day of the event:

Ø arrival of the organizers no later than one hour before the start;

Ø preparation of the premises;

Ø Registration of participants;

Ø holding a conference, a seminar strictly according to the regulations.

After the event:

Ø Processing of survey data;

Ø Preparation of a brochure with the materials of the conference, seminar, round table. The return from such events is very high. The company that organizes conferences, round tables, seminars sharply raises the bar of its image, provides access to a fairly high level of contacts. The media usually pays attention to such events. From these events, long-term use materials for PR purposes remain: photographs, videos, brochures, etc.

The status of such events is enhanced by the participation of major specialists, managers, in the designated theme of the conference

Conclusion

Event marketing has been on the rise in recent years. Through special events, companies try to take an active part in the social life of their target audience. Special events help to "specify" the brand, bring it closer to consumers. Event marketing is the strongest tool for conveying brand values ​​to the consumer. The consumer gets the opportunity "on his own skin" to understand what "Pepsi-Cola" or Lifting Cream from Vichy is. This experience, if it is positive, provides the brand with complete consumer loyalty.

However, organizing a worthy event is not so easy. It is very important not only the original creative solution, the consistency of the concept of the event with the general direction of development and the idea of ​​the brand, the exact hit on the target audience, but also the most thorough organizational work. The number of various kinds of approvals and "permits" that must be obtained is directly proportional to the scale and technical complexity of the event. Technical specialists are involved to solve the issues of providing the event with technical means, communications and energy sources. Often, when holding concerts and shows with the participation of stars or events using alcohol, you have to connect the security service to work. A poorly organized event can cause significant damage to the company's image.

Also, the concept of Edumarketing (educational marketing or educational marketing) is gaining more and more popularity in the market, which is to educate the consumer to appreciate the product. Instead of simply presenting the brand to the client, the client is given the opportunity to understand the essence of this brand using traditional educational methods. For example, the famous beer maker Budweiser decided to educate its customers on the brewing process. For this, a special evening was organized, to which beer lovers were invited. A video clip about the production of beer was demonstrated at the evening. All those present received a pamphlet titled Quench Your Thirst for Knowledge. There was also a production specialist present at the party who could answer any questions and provide professional advice. The hall where the meeting was held was packed; everyone was interested in becoming a connoisseur of brewing.

Experts predict that the BTL market will grow significantly in the coming years. “For the last 4 years, our country has shown one of the highest growth rates retail market in the world - 9.2% annually. This makes it possible to predict an increase in the share of BTL in the total advertising budget up to 30% by 2008. In 2007, its volume will amount to $2.7 billion,” Vadim Kulikov, vice-president of the ACAR believes. According to experts' forecasts, by 2010 the volume of the Russian BTL advertising market may reach $4.5 billion. advertising budgets. In general, this corresponds to the global trend: in the advertising market of Eastern Europe, the ratio of the shares of ATL and BTL is 55% and 45%, respectively, in Western Europe - 51% and 49%, and in the US market 40% and 60%.

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

The main idea of ​​event marketing was voiced thousands of years ago: the 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.

Event marketing is used when an upcoming well-known event and the target audience of a product overlap. It makes no sense to advertise agricultural equipment in the framework of the Olympic campaign, but you can perfectly sell sports uniforms.

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. Such events include corporate anniversaries, including company anniversaries, games, picnics, various holiday parties. It is appropriate to invite both partners and regular customers. 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 thematic events. Usually they are related to the company's product or line of business - for example, a pharmaceutical company holds a seminar for medical workers, and the car factory - a conference on the automotive industry. Such events significantly enhance 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 - promotional 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 you to increase the number of sales in combination. Particular attention can be paid to sponsorship - the company sponsors a well-known event and advertises with a mention of it. Or simply sponsors a world-famous event, such as the World Cup or the Olympic Games.

Features of event marketing

Event marketing has several specific features that should be given 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 one mention as a sponsorship 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 the 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 has other features, and most importantly, advantages:

• At an event, you can organize direct sales of a product, thereby obtaining a quick result in the form of sales growth;
• Event marketing can be used in industries where advertising is not possible or has a large number of restrictions;
• One event lasts a long time, because the company's mentions appear in announcements before the event and in the media after;
• One line of a company's product can be associated with a specific event and thereby gain a competitive advantage;
• Event marketing greatly increases the receptivity of the audience, because it is usually closely associated with emotions and provides an element of entertainment.

Event Marketing Tools

The main tools of event marketing are thematic events that allow you to promote a company or its product, or their PR methods. For example, these include:

• shock promotion. These are original and unusual ways of PR that attract attention and create intrigue around a product or an upcoming event. For example, posters with text turned upside down are the most harmless embodiment of shock promotion.
• Competitions. They can be held for the target audience, regular customers and partners, or for employees, but in this case, the goals and objectives of marketing will be aimed at improving the company's image in the labor market.
• Conferences. They are usually created for competing companies or companies with a similar type of activity in order to increase the level of expertise in the eyes of consumers.
• Lotteries. This event has a game element, so it can be used for a wide target audience. For example, you can create your own lottery and advertise it to all customers and customers in order to attract participants.
• Festivals. They are arranged for the target audience - for example, a music festival for those who sing and like to listen to music, or a beer festival for those who drink a foamy drink.

Often, event marketing tools are limited only by the imagination of the marketer. But at the same time, it does not use standard indicators to evaluate effectiveness, because it is very difficult, and sometimes impossible, to calculate from a thematic event.

Event Marketing Examples

One of the brightest recent examples of event marketing is the raffle for a ticket to the 2018 FIFA World Cup and the opportunity to accompany the referee on the playing field. Famous brand not only sponsors the championship, but also holds an interesting lottery tied to the upcoming event. To get a chance to win the main prize, it is enough to buy a can of Coca-Cola with a special design, take a creative photo with it and post it on Vkontakte. The conditions for participation in the ticket draw are similar.

Another good example of event marketing is competitions from the Nokia brand. In September 2001, a snowboarding competition was held on Vorobyovy Gory, organized by the BrandNew-Momentum agency commissioned by Nokia. The event brought together over 30,000 people in one place. A special "Nokia zone" was created, in which one could vote for the participants of the competition, get acquainted with model range companies or get advice on mobile phones. By the way, the event was repeated several times later, because it had a good effect.

And here is a foreign good example from the Nesquik brand. Nestle has organized several mobile attractions around the world. They come to different cities to please the children. Each child can interact with the brand's symbol - Roger Rabbit - and drink a cup of drink. This perfectly increases the coverage of the target audience and improves consumer loyalty, including the smallest buyers.

By the way, in the field of event marketing, joint cooperation of several brands is common. A good example is the big music festival Atlas Weekend, which took place in Kyiv in 2016. It brought together 157 participants - collectives and solo artists - and more than 10 brands. For example, Pepsi opened their Pepsi Stage with electronic music, and also held a graffiti battle among the participants. And the ticket agency Karabas organized its own autograph zone, where anyone could get an autograph of the festival participants. Johnnie Walker opened a bar near the Central Stage, Dirol created its own lounge zone, and other brands also actively interacted with visitors.

Books about the event industry

Despite the fact that event marketing is a relatively young field of marketing, many books have already been written about it. To increase the skill, you can read the following works:

Dmitry Rumyantsev. «EVENT-MARKETING. ALL ABOUT ORGANIZATION AND PROMOTION OF EVENTS»

Author and co-author - Natalia Frankel - the creators of the largest blog in social networks about event marketing. In the book, they talked about the intricacies of holding and organizing events, about how to make everyone happy, about attracting people to events in a highly competitive environment.

Alexander Shumovich. "Great events: Technologies and practice of event-management"

This is one of the first books written by a practitioner. It tells the process of organizing an event, thought out to the smallest detail. There are even examples of documents, invoices and other important papers.