Future event-marketing in an economically unstable environment

Abstract

The modern market of goods and services is so saturated with offers from various companies that it is becoming increasingly difficult to attract and retain the attention of consumers. Therefore, marketers, today are searching for new tools to promote products and services, which would provide a sustainable result and would give the opportunity to constantly receive a positive effect through the growth of sales volumes. In the last decade, such a tool is event-marketing, which is a branch of professional marketing and includes a wide range of marketing activities and events aimed at promoting a product or service, as well as modeling the behavior of the target audience. 2022 was a year of challenges and economic imbalance for the world economy. As a result, companies are operating in an unstable environment and have to adjust to rapid changes in the external environment. Corporate events within the framework of event- marketing become a popular and quite effective way to influence the marketing environment of the company and allow to carry out a gradual promotion of the brand, the values of the company, and its ideas not only for the external audience but also for the company's employees. Moreover, measures of event marketing can be directed not only at product promotion but also at the motivation of employees to work more effectively, to feel themselves as a part of a team, etc. In this context, event- marketing becomes a more attractive tool, as it will allow to quickly define the conditions for further development of the company and its product, as well as to create an information occasion to attract the attention of the audience. At the same time, it should be noted that email marketing is also one of the most expensive tools for product promotion, given the objective need to measure its effectiveness and efficiency using financial instruments. As a whole, the complex preparation of measures of event-marketing and careful estimation of its productivity will allow to define in full prospects and scenarios of the behavior of the company at the market.