Event marketing is defined as the "practice of promoting the interests of an organization and its brands by associating the organization with a specific activity"
The unique appeal of event marketing is the sponsor's ability to blend its message into a gathering that engages consumers. Message and media elements are "inextricably linked and imagery is delivered by association with particular activities and events"
A sponsorship may relate to an activity or to an organization. Event marketing often involves sponsorship; but this is not always the case.
Compared to sponsorship, which involves payment for the association with an activity, individual, or organization, event marketing refers to the staging of an event and/or efforts by a firm to associate with another entity's event with or without paying a sponsorship fee.
The skillful sponsor inserts its message into the medium while engaging the consumer during and after the event. If the sponsor carefully plans and implements the promotional activity, consumers may view the sponsor's message as part of the event rather than as a marketing-oriented communication.
Event marketing offers an additional advantage, in that it actively engages the consumer with the brand and its personality. Firms investing in event marketing have the means through which they may create a hands-on experience for their target market.
The event attendee decides whether, when, and how this interaction occurs. By contrast, using traditional media the consumer passively receives a firm's message.
Marketers are increasingly under pressure to measure return on investment (ROI) from marketing activities.
Event marketing often offers better ROI than any other marketing communications medium. In terms of ROI, face-to-face event marketing outperforms public relations, internet advertising, sales promotion, direct marketing, and print and broadcast advertising...
Event marketing often occurs within the context of a sporting event... which is an important method of promotion.
Sports marketing mirrors that of sponsorship and event