EVENT-MARKETING AS A TYPE OF CREATIVE SOLUTION FOR MARKETING ACTIVITIES

Abstract

The article studies the essence of event-marketing and the basic principles of such activities in modern economic conditions. It is established that event-marketing is marketing aimed at organizing special events to form an opinion of the audience invited to the event. The main purpose of this activity is to make the event, which initially may be routine and uninteresting, an effective marketing tool that will allow extracting the maximum benefit, as well as to influence the external (consumers, partners) or internal (staff) audience. The main stages of event-marketing are defined, which include the following: prior notification of the event; conducting the event in the form of various conferences, presentations, promotions, concerts, exhibitions; formation of the subsequent information wave. Three event-strategies of enterprises in modern marketing activities of enterprises were also outlined. In particular, such strategies are defined as holding events (conferences, exhibitions, symposiums, concerts, promotional performances, forums, presentations, VIP-events, parties, etc.), visiting events, and sponsorship of events. The most popular event-events of marketing activity have been determined, among which the characteristic of conferences, seminars, forums, VIP-events, presentations of new goods and pop-up stores, parties, and different kinds of corporate holidays are presented. The practice of realization of event-events of marketing activities on the example of global companies' cases is studied, in particular, successful practices of event-marketing of companies Google, Coca-Cola, IMG Worlds of Adventure, Lean Cuisine, Guinness Zappos in the USA, UAE, India, Pakistan, and others are highlighted. The prospects for further research are determined by the economic and social effects of the application of event-marketing.