Event Marketing transforms a message into an event that the audience can experience live.
As a result, the people attending an event will remember the provided experience and more importantly, the message the company wants to communicate.

The causes for event marketing’s popularity, in terms of its resonance with companies, vary.

For starters, the excessive use of traditional media for promotion, created the need for companies to follow a different strategy than their competitors. Another reason, is the companies’ desire to amplify the loyalty and emotional connection between their customers and certain mainstream products that don’t drastically differ from those of their competitors. Lastly, the most pivotal cause, might have been the desire consumers have for a radical approach.

The vast amount of information available today, has developed the need for something more on behalf of corporations than simply trying to persuade consumers to buy their products, especially considering the vast range of alternative decisions that exist for each product.

It is crucial for corporations to create some added value for their consumers, if they want to escape from the traditional path of approaching them.
That is achieved through events in which consumers can be a part of as an audience.
In fact, event marketing is one of the fastest growing forms of marketing.
However, event marketing is not a new found phenomenon. It’s actually applied ever since traditional marketing was first around. In other words, it is an integral marketing tool.