Marketing event outcomes: from tactical to strategic

Abstract

PurposeThe paper aims to introduce a framework within which to interpret and manage organisational events that have marketing significance. It also seeks to introduce associated concepts to further this area of study and practice.Design/methodology/approachThe paper introduces and appraises the marketing event landscape and goes on to examine the unique DNA of marketing events evaluating their specific relevance and role in the contemporary marketing environment. The final section of the paper explores a range of strategic event objectives as the starting point for event design, delivery, and evaluation. Couched between the author's previous and future (ongoing) empirical work in this area, this article provides much needed conceptual development.FindingsThe framework provides a structured approach through which practitioners and academics can interpret and realise the value of marketing events. The discussion demonstrates that there exists a wide and rich array of organisational events that have marketing utility, marketing events is therefore an inclusive term. Underpinning the framework, and associated discussion, is how the marketing events feed into a wider marketing strategy. The connection between event objectives and marketing strategy is therefore pivotal, and is a prevailing theme of the paper.Originality/valueThe paper demonstrates how the inherent qualities of marketing events are very relevant given the contemporary marketing environment. Despite this, there is a lack of academic literature and events remain a poor relation to other forms of marketing communication. This detracts from them realising their potential as a relevant and high impact marketing delivery method. The models, concepts, and ideas in this paper are original, inspired by a range of fragmented literature relevant to the topic of marketing and events.

Cause-related events: fulfilling the objectives of social partnerships

“…This finding is supported by the literature, which indicates that the formation of a social partnership creates a new context for both partners, providing them with new perspectives and new ways of thinking (Berger et al, ; Waddock, ). Furthermore, studies have shown that events can also facilitate organisational learning as the highly interactive nature of events enables organisations to sense and respond to stakeholders and gather valuable information (Crowther, ; Haeckel, ).…”

“…An event is a platform that firms can use to meet organisational and partnership objectives such as targeting, interacting and building relationships with external and internal stakeholders (Crowther, ; Daniel et al ., ). A unique marketing communication environment is created with a focus on entertainment, leisure, recreation participation and experiences designed to engage stakeholders (Wohlfeil & Whelan, ).…”

Creative Industries Global Conference. Libro de actas

“…In short, events provide organizations with a strategic and versatile tool to achieve various marketingrelated objectives (Crowther, 2010(Crowther, , 2011Pugh & Wood, 2004). These are widely documented as contributors to a destination's tourism product (Davidson & Rogers, 2011;Goeldner & Ritchie, 2009).…”

Practitioner Sensemaking of Event Marketing Managerial Practice: a Socio-Phenomenological and Hermeneutic Study

“…Crowther (2011) approaches the subject from the first perspective mentioned earlier as a strategic communication tool for clients, and utilises 'marketing event' as an inclusive term that comprises a diverse range of organisational events that have marketing utility, ranging from the largest congresses or trade shows to the smallest and most intimate of seminars or hospitality events. Crowther (2011) states, "Underpinning the framework, and associated discussion, is how marketing events integrate with marketing strategy. Established definitions of 'marketing events' are somewhat crude and often belie their more sophisticated capability" (p. 69).…”

“…Established definitions of 'marketing events' are somewhat crude and often belie their more sophisticated capability" (p. 69). Crowther (2010aCrowther ( , 2010bCrowther ( , 2011 refers primarily to marketing events as an experiential platform for sponsors and corporate clients. Getz (2005) warns, "this definition should not be confused with event marketing as that term is usually used by corporations to describe marketing through sponsorship or using events as an experiential platform" (p. 304).…”