YES! And you want them to come because happy customers make you money! A company’s relationship with its customers directly affects the likelihood of customers purchasing products. “The research in Physical Education, Sport and Health Academic Journal” shares how
to maximize customer satisfaction while hosting an event by teaching that value is provided to customers beyond product information when tangible benefits, such as a coupon or a free sample, are given to customers (Jovanovska, 100). How hosting an event positively affects a company’s consumers is by increasing consumer satisfaction, engagement, and loyalty.
To start, hosting an event increases customer satisfaction, increasing a company’s relations with its customers. Koo and colleagues explain the benefits of customer satisfaction by stating that “ a satisfied consumer tends to be more committed to the company, service, or product than a less satisfied consumer” (129). Customers committed to a company are more likely to increase and maintain purchases with the company. Mainolfi and Mariano share that event marketing increases customer satisfaction by creating a unique event experience (707). Different event experiences create positive consumer effects through customer satisfaction. Another way to increase customer satisfaction is to educate customers. Sands, Oppewal, and Beverland from the “Journal of Retailing and Consumer Service”s have found that events that educate consumers increase customer satisfaction (9). Educational events improve consumer relations. Customer satisfaction has a positive consumer effect when an event directly benefits a customer, creates a unique experience, or provides education.
Customer engagement is another way in which event marketing benefits company consumer relations. Event marketing drastically increases customer engagement which builds loyalty and positive relations. This leads to customer retention and growth (Jovanovska, 101). Retaining customers and gaining new ones is a positive effect that customer engagement brings to consumer relations. The “Journal of Business Administration” has found that customer engagement establishes a positive attitude and a preference for that brand (Chen&Wang,50). This positive attitude and preference lead to a better client relationship. Event marketing brings client engagement, unlike any other marketing strategy. It greatly benefits a company’s relationships with its clients through customer retention and growth and by providing more positive attitudes to customers.
Lastly, event marketing has proven to increase customer loyalty. This loyalty benefits client relations because it deepens the relationship and provides good communication. The “Journal of Business Administration” shares that customer loyalty is important because it has a significant impact on customers making purchases (Chen&Wang, 62.) One way that customer loyalty is increased is by creating more consumer involvement. Tafesse shares, “The ability of event marketing to generate deeper consumer involvement through novel, interactive, and engaging activities is attracting considerable attention among marketers” (34). Deeper consumer involvement leads to deeper customer loyalty and benefits consumer relations. A case study performed by Prabawati and colleagues found that event marketing by a food truck greatly increased customer loyalty through the good communication that event marketing can bring (3741). Customers feel valued when there is good communication, and this leads to client loyalty. Event marketing positively affects consumer relations through customer loyalty by having a deepened relationship and good communication.
Event marketing positively affects consumer relations through client satisfaction, engagement, and loyalty. Increased consumer relations have a positive fiscal effect by bringing more revenue to a company. Positive customer relations also increase promotional effects because satisfied customers spread positive word-of-mouth (Koo, 129). Event marketing is a great option to increase customer relations. Plan your next event with Nouri!
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.,
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.,
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.,