EVENT ORGANIZATION AS A SALES PROMOTION ELEMENT

Organizacija dogodka kot element pospeševanja prodaje postaja vse večji globalni trend za doseganje prodajnih ciljev. Nakupovalna središča tako pri nas kot v tujini poleg opravljanja osnovne dejavnosti stremijo k zagotavljanju kakovostne nakupovalne izkušnje, ki temelji na dobrem počutju obiskovalcev in njihovem vračanju. Dogodek oziroma prireditev, ki je namenjena pospeševanju prodaje, zahteva visoko raven priprave in pregleda trga, zajemati mora konkretne vsebine, ki množično privabijo pripadnike ciljne skupine, namen vsega skupaj pa je visok obisk in zadovoljstvo obiskovalcev, kupcev na več ravneh. Preko tržnokomunikacijskega spleta se izvajajo različne aktivnosti, ki zasledujejo zastavljene cilje. V poplavi ponudbe pa morajo biti skrbno preučene, izbrane in preko medijskih kanalov dobro posredovane širši javnosti, saj lahko le z uporabo vseh elementov izpeljemo prireditev, ki je uspešna tako za partnerje, ki so v organizacijo in izvedbo vpleteni, kot za obiskovalce, ki se dogodka udeležijo.The organization of the event as a factor in sales promotion is becoming an increasing global trend to achieve sales targets. Shopping centers both here and abroad, in addition to the basic activities aimed at providing high-quality shopping experience, based on the welfare of visitors and the return thereof. Event or events, which is intended to promote the sale requires a high level of preparation and review of the market, it must include the actual content of that mass to attract a high number of target groups, all with the purpose of the visit and the high satisfaction of the visitors, customers at several levels. Through marketing mix there are made different activities to pursue the goals. In the flood of offers , they need to be carefully examined, selected and through media channels well communicated to the general public , because only through the use of all elements we can drive an event into a success for both, partners in the organization and implementation involved , as well as for visitors who attend the event