Event Meaning, Definition, Characteristics, Types, Advantages

The increasing competitive pressures brought on by globalization are forcing business professionals to find new ways to engage customers. There are many definitions of event marketing. It is defined as the marketing discipline focused on face-to-face interaction via live events, trade shows and corporate meetings among other event types. Others define it as designing or developing a ‘live’ themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause or organization.

An event is a live multimedia package with a preconceived concept, customized or modified to achieve the clients’ objective of reaching out and suitably influencing the sharply defined, specially gath­ered target audience by providing a complete sensual experience and an avenue for two-way interaction.

Events are attracting worldwide attention and at the same time getting corporatized. Events have proved to be a versatile marketing communication tool, since they can be customized to cater to the needs of the industry.

According to Philip Kotler, Events are defined as “occurrences designed to communicate particular messages to target audience”.

Events can also be defined as something noteworthy that happens according to a set plan involving networking of a multimedia package thereby achieving the client’s objective and justifying their need of associating with events.

Characteristics

• It can be an observable occurrence.
• It can be designed to achieve certain goals.
• It can also be termed as experiential marketing.
• It is objective-oriented.
• It provides an avenue for effective interaction.

Types

1. Wide range of events:

Event marketing encompasses a wide range of event types:

1. Mega events and local events,
2. Exhibitions,
3. Trade shows,
4. Publicity stunts,
5. Themed and created events,
6. Corporate entertainment,
7. Award ceremonies.

Advantages

• It helps in brand building, that is, creating awareness about the launch of new products/brands.
• To highlight the added features of the product/services.
• It helps in rejuvenating brands during different stages of product life cycle.
• Helping in communicating the repositioning of brands/products.
• Associating the brand personality of clients with the personality of target market.
• Creating and maintaining brand identity.