Komplexiteten i ett event : Kommunikationskanalen som leder till relationer

Sammanfattning: Events are a growing channel for companies and organizations to reach out to their customers. The com-munication channel opens up to satisfy all human senses. Which are required for a message to go into the receiver and be memorized. The research gap we decided to contribute to we made a case study of an event that is not sport related and looking at both the transmitter perspective and receiver perspective. Thus, the purpose of our study is to increase the understanding of how the transmitter should be able to convey the purpose and goal of the event to the receiver. Using an event to create an experience that mediate the mes-sage from the transmitter to the receiver and creates a relationship with the company or organization. To carry out our study we have used mixed methods with a pragmatic approach. We conducted a qualitative semi-structured interview with a project manager for an event. Based on the informant's response, we creat-ed a quantitative, structured survey to find out how visitors was reached by the sender's message. We also did additional qualitative observations when we collected the above mentioned data. Our theoretical frame-work consists of five main areas. Event, message, experience, project planning and relationship building. The results of our study shows that the sender's message is to deliver a fun evening that will lead to new relationships created with the company. The message reaches the receiver but based on our theory, there is opportunity for improvement to reach better results. The event needs to have a clearer time perspective for the event which should be communicated in the agenda for the event. The event need a clearer connection to the company's main goals in the event to enhance relationships with the company. The event should have a defined project organization who together can shape the message and goal clearer and transmit it to the rest of the working group, which can lead to better transition of the message to the visitors. Based on our theoretical framework and our case study we created a developed communications model adapted for the communication channel event.