EVENT MARKETING: CHALLENGES AND OPPORTUNITIES OF THE NEW TIME

The article presents a modern view of event marketing as a brand promotion tool. The purpose of this study is to determine the current state of event marketing, analyze the genesis of event marketing in new economic conditions, and focus on the importance of involving the audience in the context of event marketing in order to form loyalty. The paper takes into account the practical results of the introduction of event marketing into the practice of Russian and foreign brands. The conceptual apparatus is generalized; the positions of foreign and Russian authors are presented. The landmark cases of foreign brands that influenced the formation of event marketing, which was based on empirical marketing, which involves obtaining direct experience based on consumer contact with a product or service, are considered. The author’s classification of event marketing is proposed based on the characteristics: format, scope, audience, mass character, organizer, accessibility, calendar holiday, payment for participation. The evolution of the development of event marketing in Russia is presented, the key milestones and events that influenced the industry are listed. Based on the studied experience, the current possibilities of event marketing in modern market conditions are formulated, among which: an approach based on the value of mental health, experience in using augmented reality technologies, participation in virtual worlds — metaverses, the need for non-standard, creative solutions taking into account the concept of immersion in context. The need for the use of event marketing on the part of business is indicated in the possibilities of receiving feedback from the audience, involving it in the company’s field of activity, forming positive relationships with consumers, developing brand value. Personal communication as a key value of the new time, expressed in event marketing, is a priority.

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