Emma Wood Leeds Metropolitan University
Event marketing encompasses a wide range of event types from exhibitions and trade shows to publicity stunts, themed and created events and corporate entertainment. In fact there are very few events which could not be used for a marketing purpose as all communicate something to a target audience. Events can be used to perform a number of marketing functions (for example communications, relationship and loyalty building, database compilation, targeting, brand enhancement and 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 though the clutter of competing brands. Events can be and often are related to worthy causes and social responsibility and take an audience through from initial attention and interest to purchase, use and post experience evaluation, reward and loyalty. Event marketing is, therefore, experiential marketing in its practical form.
The aim of the Special Interest Group in Event Marketing is to establish a team of like-minded professionals who wish to:
- Raise the level of recognition of and academic debate in the field of event marketing
- Set a research agenda
- Establish a collegiate network and potential research partners
- Hold specialist conferences
- Justify specialist tracks at established conferences
- Target journals for publication
- Contribute to an edited text
- Establish a specific journal (in the longer term)
- Put together collective research bids
Subject/topic areas covered within the Event Marketing theme As marketing events range from product launches to trade shows, from mega-event sponsorship to charity fundraisers the marketing implications are wide ranging and varied. Examples of the areas to be included within the activities of the SIG are given below, although this list is far from exhaustive.
- The effectiveness of events as communication tools
- Experiential marketing through events
- Relationship marketing and business to business events
- Cause related events and social marketing
- Brand building through themed events
- Leveraging the benefits of event sponsorship
- Corporate entertainment and key account management
- Public relations, publicity events and press conferences
Biography of Chair
Dr Emma Wood is Reader in Festivals and Events Marketing within the International Centre for Research in Events, Tourism and Hospitality. She is co-author of Innovative Marketing Communication published by Elsevier and the European Edition of Hoffman and Bateson’s Services Marketing text, published by Cengage. Emma’s current research interests are in the areas of experiential marketing, social marketing via festivals and events and the social impacts of events. Emma is joint editor of the Journal of Policy Research in Tourism, Leisure and Events and on the editorial boards of Arts Marketing and Tourism Today. Recent consultancy projects include festival impact studies for local government, the use of social media for events industry professional bodies, and a longitudinal study of the changing role of local government in supporting events and festivals.