Event management
Event marketing (including event marketing, live communication, live marketing ) refers to the purposeful and systematic planning of events ( exhibitions, conferences, sales presentations, investor meetings, press conferences, sporting and cultural events ) as sales policy instrument or image -and opinion -promoting measures to enforce the company's goals and to build a reputation, and the top management in particular, in the context of marketing communications. In addition to marketing tools techniques of production from other areas ( show, theater, performance ) can be applied. Event Marketing speaks (potential) customers very directly and personally and is a typical below-the -line marketing tool.
Under marketing events are understood scheduled events in the form of events and actions to the user's understanding of company and product- related communications experience-oriented content.
Characteristics of Events
- Experience -oriented
- Interactivity
- Production
- Self-initiated
The classical communication tasks of marketing events are: Information, emotion, action and motivation. Only their mixture makes the marketing event effectively.
Event marketing is now an equal means in the marketing mix of companies. It is today, otherwise than in the 1990s, a very important part of communication measures represents the mode of action has been extensively scientifically documented and can be traced in the literature. Especially in the last 10 years in which the proximity to customers has become increasingly important in order to survive in the competition, marketing events have created in character and appearance of their autonomy so that earned them an almost equivalent position to the classical communication.
Background of event marketing is the fragmentation of markets and the increasing overstimulation consumers through traditional forms of advertising. Advertising in newspapers, radio, television or the Internet will be supplemented or replaced by a form of action that reaches the target audience directly and interacts actively and emotionally with her. The deepening of relations with the target audience is the goal.
In Germany, the so-called event agencies have specialized as a partner of companies for their event marketing. Some agencies have in 1997 in a trade association FME (Forum marketing event agencies ) together, which now had 50 member agencies FAMAB - Association for Direct Business Communication, rose ..
Training
Event Management is a private professional specialization that deals exclusively with the design and realization of events.
In Germany there are at various universities bachelor's and master's degree programs in media, sports and event management. As a learning path is open in Germany a lesson for / r " event manager / wife ( IHK) " in the event and advertising agencies, event agencies or marketing departments. This vocational qualification can be gained in full-time training of private educational institutions as an alternative combination of theory and practical phases. In addition, a vocational training course for event technology (CCI ) to start the Event Management serve. In addition, the financial statements for the business administration studies in staging and event management can be obtained on second chance education at a trade school.
Many active event managers have joined with another commercial training in the industry and the knowledge of many years of professional experience have acquired. These can subsequently " / - in event specialist (IHK ) " to take the exam for / r " event specialist / woman ( IHK) " as well as continuing education qualification. Career changers find a part-time course offerings private training providers.