Lecture 2: Event Management as a communication and marketing tool

The following lecture has been devised by Dr. Aatish Parashar, who is working on a book titled, "Event Management: Methods and Principles" (PBS Publishers, Daryaganj)

Dr. Aatish Parashar, the purveyor of SPANDAN at VIPS

Today the practice of event management is spurting up and emerging as an important tool of conversing with the audience. It provides a sensual experience to the receiver as he can sense the message that is being disseminated. We know that there are various types of events according to their nature, their objective, their marketing strategy, the magnanimity of event etc. Due to rapid commercialization, newer trends have emerged in the market and individuals are hiring agencies for specialized events like theme parties, corporate events, weddings, etc. 

Why do we need to organize an event?

Events are just like water, as they take the shape of the container they are poured into.
They act as an excellent communication tool and compliment the actual message.
They help build the right environment for better reception of message. There is a saying that-

 

"If one's faith gets established, then that product fixes its' place in the market."

Events help in building that trust as the target audience is able to see, feel, use the product if being launched at an event, e.g. Trade fair at Pragati Maidan in Delhi, allows people to use dummy phones and other products unlike advertising. This is the reason that companies like Maruti who have their brand established pan India still choose to conduct free trials at mini-events in collaboration with various RWAs.

Events provide exclusive solution to the marketing people. It selectively targets and communicates with the audience. By 2020, the market would grow upto more than  25,000 crores. It has the ability to involve different communications having a myriad nature. One of the major advantages of events is that the response is quick and hence there is flexibility in the message.

Why do we need events? 

Events help us in achieving various tasks. Marketing mix has changed and events are providing exclusive solutions. On one hand it is segmenting the market and on the other segmenting the audience. 

So we can say that events have a pertinent role to play in aiding marketing efforts and helping provide an effective platform for communication with the target audience.