Event Marketing as an Effective Tool for Building Long-Term Customer Relationships

Abstract

The article discusses the main trends in the development of event marketing in Russia. Based on a comprehensive analysis of event marketing effectiveness assessment approaches, the authors proposed a methodology for event marketing performance assessment that takes into account several indicators: the degree of satisfaction of participants, the level of interactions with potential customers, the number of test trips conducted, the event marketing multiplier, return on investment, psychological type of consumer, efficiency criteria of product promotion. The author's approach consists in comprehensively studying the effectiveness of event marketing. The effectiveness of event marketing evaluates the change in consumer attitudes to the brand and products; the established emotional relationship forms a stable perception of the brand values, which is expressed in a positive perception of the company, in its recognition, in relation to it [1]. Testing the proposed methodology has proven the practical application of the proposed approach for evaluating the effectiveness of event marketing [2]. The performance indicators proposed by the author made it possible to evaluate event marketing, while the key aspect-the emotional connection with the consumer remains crucial [3]. A survey of participants in the event led to the conclusion that the event le`ft positive impressions and emotions in the minds of the participants, and economic calculations confirmed its economic efficiency.