The event marketing differs significantly from traditional mass communication and manages to attract the Leisure – and experience orientation of consumers like no other means of communication. The environment of companies is characterized by saturated markets, enormous competition pressure and is rapidly changing customer needs. At the same time markets characterised increasingly by interchangeable products and services and leisure – and experience orientation define consumer behavior. This changing framework conditions have prompted numerous companies to refocus their political communication strategies and to rely increasingly on events. The so-called event marketing distinguishes itself clearly from classical mass communications and achieved it credibly address the increasing leisure – and experience orientation of consumers like no other means of communication.
An experience-oriented production of brands products makes emotional and leads to a long-term and emotional anchoring thanks to their event character Brand message. This explains the enormous increase of importance of the event as a tool of for corporate communication. It aims to achieve a deepening of the relationship to the target group with the help of the mediation of strong, sustainable impressions. Dialogue as opposed to the monologue, which themselves are classic forms of advertising is at the heart of the event. Businesses and consumers have the opportunity actively to discuss which companies can learn key insights, which a targeted address of future communication measures will ensure.
According to the increasing importance of event marketing as activating means of communication the German event industry has evolved tremendously in the last few years. Especially bigger companies have recognized the cooperation with specialized agencies of the event where smaller companies the event planning often even in the hand, as a success for the planning and implementation of small and large events. About two-thirds of the companies surveyed in a nationwide study already working with event agencies in the planning and execution of events. Even though the industry had to fight last year with ongoing recession and declining budgets, it shows again optimistic in the current year. Many companies put on events in the crisis-induced recession and reduce spending on classic communication campaigns, the effect of which has fallen heavily on consumers in return. Last year a clear trend towards more cost-effective, creative scheduled events was seen in the industry. Exceptional event offerings and venues also are increasingly gaining importance and allow event agencies to differentiate themselves through innovative and creative ideas. This, especially the capital city can trump Berlin with a wide range of event agencies and unusual venues. Over 2000 companies in the entertainment industry known succeeds every year making many outstanding events and Berlin this nationally and internationally as an event location and popular to make. The exceptional indoor and outdoor locations cause companies to choose Berlin as a venue and this in addition to the actual event to make also the flair of the city on the addressed target group. In the capital city in addition to numerous historic venues and parks also offers, making events on ships, as well as in cultural and governmental buildings and thus associating communication messages with unique experiences and to anchor in the minds of the audiences in the long term. The importance of event marketing as an interactive and activating communication instrument will increase further in the future. It is especially important that companies understand the need to incorporate event measures the overall communication strategy and to coordinate the different measures. To achieve optimum results, events and brand world must always provide a compliant message.