Üritusturundus kui kommunikatsioonikanal: SEB sisekommunikatsiooniürituse näitel

The primary advantage of event marketing compared to other marketing channels is its very direct interaction with the target group. This means that any static that could interfere with the event’s message should be minimized or eliminated altogether. Relying on the example of an SEB internal communication event, the purpose of this bachelor’s thesis was to analyze how the goals set by the customer who ordered the event and the organizer reached the participants in the event. The questions for research were the following: 1. What kinds of communicative goals were set for the SEB internal communication event? Among other things, how similarly did the event organizer and the customer understand the goals set for the event? 2. How was the message understood by the target group representatives to whom the specific event was aimed? How did it conform to the set goals? To study the goals of the given event, the author used a multi-phase study plan, which consisted of in-depth interviews with the customer who ordered the event and the organizer; as well as observation of the event, an on-the-spot qualitative survey and a quantitative follow-up study. The in-depth interviews with the customer and organizer revealed a fact already disclosed in previous final theses on Estonian practice- if attention is paid at all to setting goals for an event, the initiative stems from the event organizer. Even though the goals were generally similar for both parties, they were too diffuse and were not made sufficiently concrete. It became evident during both the observation carried out at the time of the event and the qualitative survey that the messages from the organizer reached the target group better, while the messages from the customer were relegated somewhat to the background. It can be concluded from the quantitative follow-up study that even though the goals and messages of the SEB internal communication event were not set with enough specificity, the target group predominantly sensed the goals of the customer and the organizer as well as the messages desired to be sent. The system of studies used in this paper helps assess perception of the messages among the target group, and this research method could also be applied to assess the impact of the event. At the same time it can be said that measurement of the impact of the event presupposes the existence of prior goal-based, specified criteria. So that the result would remain unaffected by other factors, studies to measure events – as in the case of other marketing tactics – should be carried out directly before and directly after the event. For an organization, a well-planned and well-executed internal communications event with measured performance is an investment that results in long-term gains.http://www.ester.ee/record=b4015468*es