Events can be used to perform a number of marketing functions including:
• Communications • Relationship and Loyalty Building
• Database Compilation • Targeting
• Brand Enhancement • Personal Selling
Event marketing is not, therefore, merely another form of promotion but a new way of marketing which fits
well with society’s demands in this new millennium. It has the ability to deal with small groups or individuals,
to be customised, to create interactivity, involvement and interest and to cut through the clutter of competing brands.
Events can be and often are related to worthy causes and social responsibility and take an audience from initial
attention and interest to purchase, use and post experience evaluation rewards and loyalty.
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