Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience

Abstract

As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communications and, consequently, are in need of new ways to position their brands in consumers’ minds. Because nothing is more convincing than personal experiences, event-marketing creates new brand-related realities by staging marketing-events with which consumers interact. This would result in an emotional attachment to the brand. However, while event-marketing as an experience-oriented marketing communication strategy has become very popular among German marketing professionals and academics, researchers and marketers in Englishspeaking countries have widely ignored this innovative communication strategy so far due to a different understanding of the term. Nevertheless, some European companies have successfully launched in recent years their first event-marketing campaigns in Ireland, the UK and the US, suggesting a much broader appeal than previously recognised. Thus, this paper is introducing event-marketing to an international audience by outlining its constitutive features and discussing its role in marketing communications, based on the lessons learned from the German experience, that are presented using mini-case studies.