Relation between event marketing and CRM : with the creation of wine tasting for the company Olivetti

A plan for event marketing and CRM was made for a wine tasting evening at Olivetti, which is a company in Kokkola. The analysis of event marketing and the customer relationship management was made for the creation of a wine tasting, for a local company in Kokkola. The event was planned and implemented by four students from Centria University of Applied Sciences.The aim of the evening was to promote French culture in Kokkola. The principle aim of the thesis was to analyze and understood the main essentials steps for the creation of an event marketing. Based on a book that describes each steps of a marketing event, it allowed us to identify the essential elements for the creation of the event. Tools such as timetable, scenario and organization of the space have been realized to limit all risks and manage the day of the event. The main goal of the event marketing was to build or strengthen the relationship between the customer and the company thank to the lived experience. Experiential marketing is one of the concepts that comes after analysis of the principles of customer relationship management, this concept will allow to create the emotional link with the customer. It was very important to consider each player in this process. Indeed, there were the customers, the partner, and the members of the preparation. Once all of this was understood, it was also necessary to clearly define each step in the process of loyalty to clients. And finally, we had to see an objective view of the results obtained