THE MULTISENSORY APPROACH TO THE IMPLEMENTATION OF THE EVENT MARKETING

At the present stage, there is a need to develop a unique customer experience based on feelings, feelings, and interactions with the brand. The event marketing is a brand promotion tool where a vividly and broadly multisensory approach is implemented. The paper proposes to update the issues of using a multisensory approach in the implementation of event marketing. The authors propose to consider the characteristics of immersiveness in relation to event marketing, while taking into account current trends in the development of augmented and virtual reality technologies. The purpose of the study is to characterize event marketing through the prism of immersiveness, to present the current provisions of the development of a multisensory approach in the implementation of event marketing. In the paper the cases of Russian and foreign brands using event marketing are considered. The current directions of the implementation of the multisensory approach are identified: using the capabilities of related creative industries such as art, theater, museum; focus on interpersonal communication, community building, networking; the development of advanced features that complement the positive experience of interacting with the brand. It is separately noted that there is a high need to use non-standard and creative ideas for the implementation of event marketing. The authors cite data from institutional research by McKinsey, IPA, and Wunderman Thompson, confirming the relationship between creative marketing solutions and the economic performance of brands. The results obtained can be applied in the practice of organizations focused on improving marketing activities.

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