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The process of a constant development of new trends in the modern business and economy requires managers and marketers to develop innovative approaches to promoting products and services and to attracting potential clients. From this point, today events are discussed as the effective marketing tool which is actively used in branding and promoting because of a lot of advantages provided.
Events can be characterized as the effective marketing and advertising tool due to their orientation to the target audience and their high characteristics in relation to attracting many potential purchasers, creating the specific environment, establishing the interactive relations with clients, and demonstrating the benefits of the product or service to customers directly, in open communication.
As a marketing tool, events are planned and organized in order to show the products qualities and form the definite brand awareness with the help of the open interaction with the target audience. Thus, the organization of events is the part of the strategic marketing system, and it is the successful communication tool.
In this case, the purpose of the advertising events is to promote the product or service effectively with references to establishing the direct contacts with clients (Allen). The organized events are the good opportunities to persuade the audience to use the certain products with the help of presenting the products characteristics within the most appropriate environment.
To promote the definite product, it is necessary to choose the most appropriate type of the event in order to gain more benefits and achieve the business objectives according to the developed plan and strategy. It is possible to determine such types of events which can be used as the component of the promoting strategy as meetings, conferences, seminars, trade shows, concerts, and malls.
Each type is effective for advertising different products regarding their particular features and the target audience (Wolf, Wolf, and Levine). Thus, to present the product within the limited public which is the products audience, it is possible to choose seminars, meetings, and conferences. They are effective while orienting to the concrete audience, clients, sponsors, and investors.
To expand the target audience, increase the sales, and pay more attention to the potential clients, it is useful to choose trade shows, concerts, and malls. The entertaining character of the event and the orientation to evoking more vivid impressions help marketers create the positive brand awareness and stimulate the growth of the publics interest to the product (Masterman and Wood).
The effectiveness of events as important marketing tools depends on the successful marketing strategy and management. Marketers should concentrate on the concrete business objectives in promoting products and plan the event with references to these objectives, using PR initiatives, web initiatives, and working out direct messages (Saget).
It is also significant for marketers and managers to predict the possible results of the event for maximizing the returns and increasing the investments and focus on the post-event analysis to make the necessary changes in the strategy.
The advantages of using events as marketing and advertising tools are in providing the necessary associations between the brand, products, and their benefits which are based on the direct contact with clients and vivid impressions. Thus, participating in the events, clients are in open interaction with products and services, and they receive the important experiences to make the further choice in favor of the definite product and brand.
Works Cited
Allen, Judy. Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events. USA: Wiley, 2009. Print.
Masterman, Guy, and Emma Wood. Innovative Marketing Communications: Strategies for the Events Industry. USA: Butterworth-Heinemann, 2005. Print.
Saget, Allison. The Event Marketing Handbook: Beyond Logistics and Planning. USA: CreateSpace Independent Publishing Platform, 2012. Print.
Wolf, Paulette, Jodi Wolf, and Donielle Levine. Event Planning Made Easy. USA: McGraw-Hill, 2005. Print.
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