Event Marketing Approaches to Optimize Customers’ Experience

Abstract

Event marketing today extends beyond merely creating awareness for products or services; it is a crucial approach for driving customer engagement and cultivating positive brand perception. In this dynamic landscape, event planners face the challenge of crafting experiences that effectively align with organizational goals, fulfill customer expectations, and reflect the latest marketing trends. To address these challenges and optimize the customer experience, this article provides a comprehensive framework for developing event marketing strategies covering eight essential aspects from pre- to post- event execution, including: research and situation analysis, stakeholder evaluation, goal-oriented strategies, and event design aimed at elevating customer engagement. Furthermore, the incorporation of storytelling techniques, leveraging technology and innovation, strategic utilization of social media, and event evaluation are explored as key components for creating impactful marketing events. The article concludes with constructive recommendations, emphasizing the importance of social and environmental responsibility, along with considerations for the health and well-being of customers. By implementing these strategies, event planners can not only meet current demands but also position themselves to thrive in the future of experiential marketing.