Välkommen till en minnesvärd upplevelse : En studie om Event Marketing

Sammanfattning: The society of today is overflowed with information and commercials. There is a thick media noise that the marketers finds hard to penetrate. Bearing this in mind, we can see that Event Marketing, witch is marketing through events, has grown to be a popular form of communication as it has an ability to work its way through the existing media noise. Through events a company can strengthen its brand and image as well as form a lasting relationship with its consumers. What other functions does Event Marketing possess? In what context is Event Marketing an appropriate marketing strategy to use? These are two questions that we aim to answer through this essay. To be able to answer these questions we interviewed the marketing manager of two different companies, L´oréal and TeliaSonera. One of them sells hair care products and the other one sells telecommunications services. We also interviewed two different Event Marketing bureaus, Subito and BSP-marketing, to be able to create a deeper understanding of the vast area of Event Marketing. At last we interviewed two scientists within the area of marketing, to gain a wider objective of the subject Event Marketing. This essay is based on qualitative, case based research. We analysed the empirics that we sampled from our informants through the different theories that we hade chosen to apply on this study. The results that we acquired helped us to answer our questions about Event Marketing. We found out that Event Marketing, as stated, can help a company to produce lasting relations. Through an event the consumer gets an opportunity to actively participate which is creating a larger engagement from the consumers. This engagement helps the target audience to remember the brand when it is time for them to make a buying decision. By letting the consumer themselves choose what event to attend they will also find the message that the company is trying to convey more trustworthy. Through Event Marketing the companies are given a chance to physically meet and influence their target audiences. This physical contact between the consumer and the company helps the company to be heard and seen in the compact media noise that surrounds us today. We also found out that it is possible to use Event Marketing as a strategy for all companies and on all target audience. It is, however, important that the event created has a clear goal and purpose.