Event Management Promotional Activity and Awareness Campaign

 Event Management Promotional Activity and Awareness Campaign


Introduction

As part of the research, current methods used to measure the effectiveness of experiential marketing techniques are critically evaluated. A literature review on event marketing and appropriate evaluation techniques is presented to begin the article. Experiential marketing tools and methods are then identified through secondary research. The results of this secondary research are further explored in interviews with four experienced marketing event providers.

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Even in industries that naturally lend themselves to event marketing, academic research has been limited. Williams (2006), for example, argues for more event marketing research to guide tourism and hospitality marketing practise, while Petkus (2004) calls for a better understanding of the relationship between events and experience in marketing the arts. This is especially true in sports marketing and sponsorship, but not in the United Kingdom or the United States, despite event marketing's growing importance as a communication tool (Wohlfeil, 2005).

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Conclusion

This paper may have raised more questions than it has answered as a result of its review of the literature on experiential marketing evaluation and its discussions with practitioners. In order to develop practical methods for evaluating experiential marketing event outcomes, much more research must be conducted in order to understand the effects of such methods on consumers, isolate those effects from other influences, and determine methods for controlling or maximizing those effects, among other things. Marketing academics should be in charge of conducting practical research, not agencies that provide events.

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