Event marketing greatly impacts how many people are aware of the company and how well people know the company. As discussed in the “Research in Physical Education, Sport and Health Academic Journal,” a company expresses its brand first hands to customers through event marketing (Jovanovska, 101). Event marketing promotes a company by increasing brand awareness, experience, and education.
To begin, increasing brand awareness is a key ingredient to a company’s success that hosting an event can provide. Koo and colleagues have found that “Event image appears to be a direct antecedent of satisfaction, as well as a major influence on behavioral intention, even without the mediation of satisfaction” (134). As discussed previously, Customer satisfaction and behavioral intention indirectly and directly increase revenue. Event marketing has been proven effective at surging brand awareness. Prabawati and colleagues found in a case study that a company only took 1-2 months of event hosting to drastically improve its brand recognition (3741). Event marketing is a great way to increase brand awareness.
Subsequently, event marketing grows brand experience and education. The “Research in Physical Education, Sport and Health Academic Journal” shares why educating customers is important. “No matter what type of event you are at, it is critical to impart knowledge that the audience will value – and that sets your company apart”(Jovanovska, 101). Marketers understand that setting your company apart from the rest is key to a successful company. Hosting an event for your company is vital to creating a brand experience. The journal of promotion management shares that “brand experience stems not only from consumers’ interaction with product brands but also from consumers’ interaction with the physical and social space in which the product brands are embedded” (Tafesse, 45). Event marketing allows brand experience to occur because
the consumers are interacting with the entire brand rather than just the product. Event marketing allows creates opportunities to educate customers. Sands, Oppewal, and Beverland from the Journal of Retailing and Consumer Services have found that events that educate consumers increase customer satisfaction and brand experience(9). The educational and brand experiences that event marketing provides allow a company to promote itself in beneficial ways.
In conclusion, event marketing improves brand awareness and provides brand and education experiences. Grow your brand by hosting an event with Nouri today!
References
Agha, Nola, and Marijke Taks. “A Theoretical Comparison of the Economic Impact of Large and Small Events.” International Journal of Sport Finance, vol. 10, no. 3, 2015, pp. 199–216.
Jin-Long Chen, Jin-Long Chen, and Sheng-Wen Wang Jin-Long Chen. “The Influence of Brand Positioning and Event Marketing on Brand Loyalty–the Mediation Roles of Brand Identification and Brand Personality: The Case of Spectator Sport.” Journal of Business Administration, vol. 46, no. 4, 2021, pp. 047–066.,
https://doi.org/10.53106/102596272021120464003.
Jovanovska, Snezhana Ristevska. “Event Marketing as Strategic Concept.” Research in Physical Education, Sport and Health, vol. 6, no. 1857-8160, ser. 2, 2017, pp. 99–107. 2, https://doi.org/658.8:796.
Kogan, Konstantin, et al. “Direct Marketing of an Event under Hazards of Customer Saturation and Forgetting.” Annals of Operations Research, vol. 295, no. 1, 2020, pp. 207–227., https://doi.org/10.1007/s10479-020-03723-4.
Koo, Sung Keun, et al. “Integrating Event Image, Satisfaction, and Behavioral Intention: Small-Scale Marathon Event.” Sport Marketing Quarterly, vol. 23, no. 3, 2014, pp. 127–137.
Mainolfi, Giada, and Vittoria Marino. “Destination Beliefs, Event Satisfaction and Post-Visit Product Receptivity in Event Marketing. Results from a Tourism Experience.” Journal of
Business Research, vol. 116, 2020, pp. 699–710.,
https://doi.org/10.1016/j.jbusres.2018.03.001.
Prabawati, Aprilia, et al. “ Event Marketing Implementation in Improving Brand Awareness of Indonesian Food Startup.” Syntax Literate: Jurnal Ilmiah Indonesia, vol. 7, no. 4, Apr. 2022, pp. 3734–3743., https://doi.org/2548-1398.
Sands, Sean, et al. “How in-Store Educational and Entertaining Events Influence Shopper Satisfaction.” Journal of Retailing and Consumer Services, vol. 23, 2015, pp. 9–20., https://doi.org/10.1016/j.jretconser.2014.11.004.
Setiawan, Romi, et al. “Defining Event Marketing as Engagement-Driven Marketing Communication.” Gadjah Mada International Journal of Business, vol. 24, no. 2, 2022, p. 151., https://doi.org/10.22146/gamaijb.63788.
Tafesse, Wondwesen. “Conceptualization of Brand Experience in an Event Marketing Context.” Journal of Promotion Management, vol. 22, no. 1, 2016, pp. 34–48.,
https://doi.org/10.1080/10496491.2015.1107007.
References
Agha, Nola, and Marijke Taks. “A Theoretical Comparison of the Economic Impact of Large and Small Events.” International Journal of Sport Finance, vol. 10, no. 3, 2015, pp. 199–216.
Jin-Long Chen, Jin-Long Chen, and Sheng-Wen Wang Jin-Long Chen. “The Influence of Brand Positioning and Event Marketing on Brand Loyalty–the Mediation Roles of Brand Identification and Brand Personality: The Case of Spectator Sport.” Journal of Business Administration, vol. 46, no. 4, 2021, pp. 047–066.,
https://doi.org/10.53106/102596272021120464003.
Jovanovska, Snezhana Ristevska. “Event Marketing as Strategic Concept.” Research in Physical Education, Sport and Health, vol. 6, no. 1857-8160, ser. 2, 2017, pp. 99–107. 2, https://doi.org/658.8:796.
Kogan, Konstantin, et al. “Direct Marketing of an Event under Hazards of Customer Saturation and Forgetting.” Annals of Operations Research, vol. 295, no. 1, 2020, pp. 207–227., https://doi.org/10.1007/s10479-020-03723-4.
Koo, Sung Keun, et al. “Integrating Event Image, Satisfaction, and Behavioral Intention: Small-Scale Marathon Event.” Sport Marketing Quarterly, vol. 23, no. 3, 2014, pp. 127–137.
Mainolfi, Giada, and Vittoria Marino. “Destination Beliefs, Event Satisfaction and Post-Visit Product Receptivity in Event Marketing. Results from a Tourism Experience.” Journal of Business Research, vol. 116, 2020, pp. 699–710.,
https://doi.org/10.1016/j.jbusres.2018.03.001.
Prabawati, Aprilia, et al. “ Event Marketing Implementation in Improving Brand Awareness of Indonesian Food Startup.” Syntax Literate: Jurnal Ilmiah Indonesia, vol. 7, no. 4, Apr. 2022, pp. 3734–3743., https://doi.org/2548-1398.
Sands, Sean, et al. “How in-Store Educational and Entertaining Events Influence Shopper Satisfaction.” Journal of Retailing and Consumer Services, vol. 23, 2015, pp. 9–20., https://doi.org/10.1016/j.jretconser.2014.11.004.
Setiawan, Romi, et al. “Defining Event Marketing as Engagement-Driven Marketing Communication.” Gadjah Mada International Journal of Business, vol. 24, no. 2, 2022, p. 151., https://doi.org/10.22146/gamaijb.63788.
Tafesse, Wondwesen. “Conceptualization of Brand Experience in an Event Marketing Context.” Journal of Promotion Management, vol. 22, no. 1, 2016, pp. 34–48.,