Event marketing
Event marketing (also event marketing, live communication, live marketing) refers to the targeted and systematic planning of events ( trade fairs , conferences , sales presentations , investor meetings, press conferences , sports and cultural events) as a sales policy instrument or image and opinion-forming measures to implement corporate goals and to build a reputation , including that of top management in particular, in the context of marketing communication. In addition to marketing instruments, staging techniques are also used in other areas (show, theater, performance). Event marketing addresses (potential) customers very directly and personally and is a typical below-the-line marketing measure.
Under marketing events is scheduled events is understood in the form of events and actions that the addressee corporate and product-related content of communications experience-oriented should convey.
Features of events
- Experience-oriented
- Interactivity
- Staging
- Self-initiation
The classic communication tasks of the marketing event are: information, emotion, action and motivation. It is their mixture that makes the marketing event effective.
Event marketing is now an equal means in the marketing mix of companies. Today, unlike in the 1990s, it represents a very important component of the communication measures. The mode of action has been extensively documented scientifically and can be traced in the specialist literature. Especially in the last 10 years, in which the proximity to the customer became more and more important in order to survive in the competition, marketing events have created an independence in character and appearance, which brought them an almost equal position to classical communication.
The background of event marketing is the fragmentation of the markets and the increasing sensory overload of consumers through classic forms of advertising. Advertising in newspapers , radio , television or the Internet is supplemented or replaced by a form of action that reaches the target group directly and interacts with it actively and emotionally. The goal is to deepen relationships with the target group.
In Germany, so-called event agencies have specialized as partners of companies for their event marketing. Some agencies merged in 1997 in a professional association FME (Forum Marketing-Event Agencies), which meanwhile had 50 member agencies and was merged into the FAMAB - Association of Direct Business Communication .
education
Event management is a separate professional specialization that deals exclusively with the conception and realization of events.
In Germany there are Bachelor, Master and MBA courses in media, sports and event management at various universities. In Germany, an apprenticeship as an "event clerk (IHK)" is available as an apprenticeship in event and advertising agencies, event offices or marketing departments. Alternatively, this professional qualification can be obtained as a combination of theoretical and internship phases in full-time training at private educational institutions. In addition, training to become a specialist in event technology (IHK) can serve as an introduction to event management. In addition, the qualification as a state-certified business economist in event management can be obtained on a second educational path at a technical school.
Many active event managers have entered the industry with a different commercial training and have acquired the specialist knowledge over many years of professional experience. They can subsequently take the examination for "Event specialist (IHK)" or for the further training qualification "Event specialist (IHK)". Lateral entrants can find a part-time training and further education offer from private training providers.
literature
- Colja M. Dams, Vok Dams : Code Rouge. Laws of Success for Events and Live Marketing . Frankfurter Allgemeine Buch , Frankfurt am Main 2008, ISBN 978-3-89981-166-7 .
- Jan Drengner: Image effects of event marketing. Development of a holistic measurement approach . 2nd Edition. Wiesbaden 2006, ISBN 3-8350-0418-2 .
- Christoph Klein: Event management in practice . 2nd Edition. Interna, Bonn 2010, ISBN 978-3-939397-45-8 .
- Oliver Nickel (Ed.): Event Marketing. Basics and examples of success . 2nd Edition. Vahlen, Munich 2007, ISBN 978-3-8006-3136-0 .
- Gerd Nufer : Event Marketing and Management. Theory and practice with special consideration of image effects . 3. Edition. DUV Verlag, Wiesbaden 2007, ISBN 978-3-8350-0826-7 .
- Stephan Schäfer-Mehdi: Event Marketing . 4th updated edition. Cornelsen , Berlin 2012, ISBN 978-3-06-450718-0 .
Web links
Individual evidence
- ↑ Quote: "The FME forum, marketing event agencies in FAMAB eV no longer exists". ( Memento from September 25, 2013 in the Internet Archive ) at famab.de