Event Marketing
Event Marketing is the organization of integrated activities directed at promoting a brand or product by means of vivid and memorable events. The emotional contact established with the audience during the event gives a universal ability to influence the target audience more subtly and effectively.
One of the most effective ways of revealing a brand's image, imprinting it on the public's consciousness, and managing sales for the long term is to immerse participants in the world of the brand paying special attention to the audience's emotional response.
Goals achieved using the tools of event marketing:
1. Building an effective brand
2. Creating a news story for PR campaigns
3. Vivid product launch
4. Brand positioning, managing the company image
5. Promoting the brand by promoting brand events
6. Forming a loyal customer base
7. Promoting impulse-buy brands
8. Raising sales for the long term
9. Creating the word-of-mouth effect
10. Forming a team of like-minded people among the staff
BeeTL offers a whole array of event marketing services, from developing striking creative concepts to putting them into place.
Event Marketing Tools:
Special Events are organized functions whose purpose is to create an advertisement and immerse participants in the values and essence of the brand.
Objectives:
1. Forming advertisement platforms
2. Emotional tie-in to the brand
3. Creating the word-of-mouth effect
4. Creating a newsbreak for the media
5. Event marketing can be used where advertising is prohibited or doesn’t work. It's no accident that special events began to be used in Russia in sectors with various legal restraints on advertising, for instance in the tobacco and pharmaceutical industries.
6. Accumulating background information on the consumer. The audience directly participating in the event can be viewed as a huge focus group that is evaluating what the company has to offer.
Pluses:
• Creating the company's desired brand image in the consumer's consciousness
• Securing the general public's long-term attention on the brand
• Influencing an increase in sales
• Unobtrusive communications
Corporate Events involve the emotional manipulation of company personnel with the opportunity for team building.
Objectives:
1. Forming a team of like-minded individuals
2. Motivating employees to achieve the greatest results
3. Creating an atmosphere of partnership between management and staff
4. Strengthening the internal relations between coworkers in an informal setting
Pluses:
• Team building
• Increasing the company's authority
B2B is the conducting of seminars, training sessions, schools, and conferences for dealers with the purpose of strengthening and broadening the distribution network.
Objectives:
1. Creating an atmosphere of charged enthusiasm
2. Activating and strengthening partnerships
3. Highlighting the company's status among the competition
4. Forming a team of like-minded individuals
5. Raising dealers' level of familiarity with the company's product
Pluses:
• Strengthening trust
• Forming new contacts
• Extending contracts
• Raising qualifications
Play Promotion is the involvement of consumers in a game with the goal of winning their interest in a product or brand.
Objectives:
• Achieving a communications effect that is not possible with standard communications
Pluses:
• Interaction
Provocative marketing, shock promotions are exploitations of mankind's curiosity and instantaneous reaction to events of a scandalous nature with the goal of stimulating interest in a brand or product.
Advertisements have impact by using:
• Strange incidents
• Phrases thrown out by passers-by
• Graffiti
• Rumors, legends
Objectives:
1. To hide the promotion by masking it under a surprising, shocking appearance, or event
2. To spread necessary rumors quickly among the greater public
Pluses and Minuses
+ Intrigue, getting the public involved with subsequent media exposure
- Involves an element of deception
BeeTL Technologies and Advantages
1. For each project, we form teams led by experienced managers; we create project documentation that the entire team can access online for real-time problem solving.
2. While entertaining the audience, we don't forget about the event's marketing objectives.
3. We have hands-on knowledge of the market.
4. We conduct turnkey events, from the development of original ideas to implementing them and providing comprehensive service.
5. We develop original scripts.
6. We optimize expenses without compromising quality.
7. We have successful experience in implementing large-scale events.
8. Our staff is dedicated to working overtime if the project so demands because our employees are focused on the result.
9. We offer special discounts to our long-term clients.
Our specialists have vast practical experience in event marketing. Special events are developed on the basis of the client's goals and objectives while bearing in mind the specifics of the company's activity, traditions, and preferences. We remember to check every last detail both in preparation for and during the event. We don't just create vivid and well-organized events, we make them as effective as possible — every expense fits its purpose.
Event marketing = reliable creative + quick-response technology