Event marketing : as a promotional tool for consumer brands

The aim of this research has been to explore, describe and begin to explain the phenomenon of Event Marketing (EM). The purpose of the thesis is to provide a better understanding on how firms use EM as a promotional tool. In order to reach this purpose, research questions were stated focusing on the objectives and types of EM used today. Based on these research questions, a literature review was conducted, resulting in a conceptual framework. This framework then guided the data collection. Methodologically, a qualitative, single case study approach was used, with data being collected from two sub-units, namely Guinness and Maly's, two firms involved in consumer marketing and both are organizations that use event marketing. The findings indicate that the two most important objectives with EM is creating awareness, both regarding the corporation, brand and product together, as well as to establish and maintain relationships. We have also found that there is somewhat of a lack of knowledge in the companies regarding the types of events they actually use. This can lead to events that could have been suitable for these companies were not utilized. It is also important for both objectives and type of events to be in congruence with the corporation, product and brand. Finally, better methods for measuring and evaluating the outcome of EM are needed to provide a better understanding for EM amongst the companies.Validerat; 20101217 (root