Sample Essay On Advertising & Promotion: Paper Assignment 7

This particular paper revolves around LIMA Event intended at marketing of cosmetic products.

There is no doubt in the fact that marketer performs an important role during the event. During an event the marketer describes the procedure of building a themed exhibit, presentation or display for promoting a product, cause, service or company leveraging in-person involvement (Hochbaum et. al., 2011). Events could happen offline or online, and could be participated in, sponsored or hosted. The promotion of such activities could take place via several outbound and inbound marketing practices. Within the present day’s purchaser-empowered environment, marketers require seizing each opportunity for building relationships, generating goodwill, and earning the trust in case if prospective customers and buyers. Today’s customer requires more than a pitch at the time when analyzing solutions or forming purchasing judgments (Hochbaum et. al., 2011). Events put forward an exceptional chance for them to interrelate with brands for getting a firsthand outlook of an organization’s focus, personality and perspective. Marketing of an event is a vital fraction of the demand creation mix, as well as a strategic blend of online and offline events are necessary for any firm’s bottom line.
Events need to be unforgettable in order to make an influence. Without any doubt the needed impact relies greatly upon the goals, but the majority of corporations, desire events to be more than simply a staged commercial for their respective brand. Moreover, when carried out effectively, events hold the power of creating a powerful and lasting impact of all that the corporation could offer. Through allowing individuals to experience and interrelate with the corporation, service or product while taking part in an event, the company is linking with prospective customers (Kerin, 2012).
There are a number of reasons a company would consider the event as an effective method to reach its target audience. These include:

Branding and Awareness

An important reason for a company to consider an event is establishing and building its brand. Event makes possible for a corporation to express and cultivate its identity personally. By way of events, the company could attain the ideal location for sharing its ideas, name and thoughts in the exact way it wants to present them.

Lead Generation

Other significant reason companies decide to take part in an event is generating leads. The correct event makes possible for the corporation to interact with a set of prospects, which already hold an interest in who the company is and what it does.

Customer Engagement and Up sell

Events make possible an unmatched degree of consumer involvement, with a chance for constructive personal interaction which generates trustworthiness. In addition, every marketer very well understands that corporations could realize the highest ROI on their marketing spends through way of augmenting and retaining existing consumers. The challenge is gaining the focus of the consumers among the distractions of everyday tasks. Further, at events, the company enjoy the opportunity of upselling consumers through introducing them to services and products, which they might be unknown about— or might not realize, can satisfy their wants.

Education

The majority of individuals attend events for networking and being educated. Both are regarded as being influential draws in their individual manners. No matter what kind of event the individuals are at, it’s highly vital to impart knowledge which the customers would value and which, sets the corporation apart from others (Kerin, 2012).

References

Hochbaum, D. S., Moreno-Centeno, E., Yelland, P. and Catena, R. A. (2011). Rating customers according to their promptness to adopt new products, Operations Research, 59(5), pp. 1171-1183. 
Kerin, R. A. (2012). Marketing: The Core. McGaw-Hill Ryerson.