Ekaterinburg, Russian Federation
Yekaterinburg, Ekaterinburg, Russian Federation
student
This article discusses the specifics of event marketing as a creative industry sector. It explores the role of event marketing in shaping consumer attitudes toward a brand and building client relationships. To develop positioning criteria, a survey of business consumers of event marketing agency services was conducted. Correlation analysis revealed relationships between the following selection factors: transparent pricing, recommendations and reviews; flexibility of approach; the ability to offer an unconventional, creative solution; and awareness and reputation. Two consumer segments were identified: rational and creative consumers. A positioning strategy is proposed that leverages synergies between three important criteria: creativity, professionalism, and results. The results obtained enabled the development of recommendations for strengthening agencies' positions in the event marketing market.
event marketing, positioning criteria, creative industries, survey, correlation analysis, marketing communications
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