Organization and implementation of International Wappu Bonanza 2015 – An event as a marketing tool
Tuppurainen, Paula (2015)
Tuppurainen, Paula
Haaga-Helia ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015102015557
https://urn.fi/URN:NBN:fi:amk-2015102015557
Tiivistelmä
Event marketing has become more popular and used as marketing method over the past several years. As traditional means of marketing do not always reach the desired audience in the information overflow of today, companies and other organizations have to look for alternative tactics. Events can be used to build the reputation of an organization, as they provide a chance to meet the target audience face-to-face. This helps to create personal, unique experiences that leave lasting memories. Benefits of utilizing events as marketing tools include having control over messages sent regarding the event, the possibility to set measurable objectives, to ability to define target audiences, and the possibilities provided for personal communication.
This thesis offers an overview of planning and implementation process of an event that was used for marketing purposes. The event, “International Wappu Bonanza 2015,” was organized on 24 April 2015 as cooperation of eight student associations and activity groups, and was part of the annual HELGA 8 Day May Day event assembly. This work covers the main steps of the event’s organization, with a focus on how the event was designed for marketing the Erasmus Student Network and the social responsibility program of it, SocialErasmus. The objective of the thesis is to define the key elements that affected the success of the event, evaluate the success of the event, both in itself and as a marketing activity, and provide suggestions for improvement that the organizers can utilize in the organization of future events.
This is a procedural thesis and relies on information gathered during the event’s organization and on feedback from participants, which was collected with a questionnaire conducted after the event in April 2015. The theoretical framework supporting the procedural findings consists of event marketing, as well as event and project management literature.
This thesis offers an overview of planning and implementation process of an event that was used for marketing purposes. The event, “International Wappu Bonanza 2015,” was organized on 24 April 2015 as cooperation of eight student associations and activity groups, and was part of the annual HELGA 8 Day May Day event assembly. This work covers the main steps of the event’s organization, with a focus on how the event was designed for marketing the Erasmus Student Network and the social responsibility program of it, SocialErasmus. The objective of the thesis is to define the key elements that affected the success of the event, evaluate the success of the event, both in itself and as a marketing activity, and provide suggestions for improvement that the organizers can utilize in the organization of future events.
This is a procedural thesis and relies on information gathered during the event’s organization and on feedback from participants, which was collected with a questionnaire conducted after the event in April 2015. The theoretical framework supporting the procedural findings consists of event marketing, as well as event and project management literature.