Successful event promotions
Vitikainen, Anna; Pakarinen, Siiri (2015)
Vitikainen, Anna
Pakarinen, Siiri
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015112517660
https://urn.fi/URN:NBN:fi:amk-2015112517660
Tiivistelmä
The field of event promotions is a growing industry. As it is still a new area of business, the information available is broad and not very detailed. Promotions are usually seen as a bigger field in advertising and specific information about event promotions is more difficult to find. Today marketing is shifting from basic, traditional advertising to digital marketing and telling the brands’ story by creating an unforgettable and positive experience. Companies are trying to come up with new ways of ‘wowing’ the consumers and making their brands memorable.
Having worked for two of the biggest promotion companies in Finland in the same positions, gave the authors an insight of how things are managed and how event promotions work in practice. Moreover, after seeing failed or dysfunctional promotions, the authors were inspired to know how to manage them better. They wanted to research the criteria that would create a good event promotion. The aim of this thesis is to gather more information about event promotions and establish ‘a guide to successful event promotions’. The main question is ‘what are the steps that need to be taken to create a successful event promotion?’
Initially, this thesis presents the theoretical framework, combined from academic writings of experts in the field. The theoretical framework consists of two parts; event management and promotion management. These parts will give the reader more knowledge about the industry and how events and promotions are managed, as well as the essential parts of them. The empirical part of the thesis was conducted as semi-constructed interviews based on the theoretical framework. The results of the interviews of four professionals were combined, compared and analysed with the theory and with the working experience of the authors to create clear and versatile conclusions. Finally, the product and summary of this thesis, ‘a guide for successful event promotions’ is presented.
Having worked for two of the biggest promotion companies in Finland in the same positions, gave the authors an insight of how things are managed and how event promotions work in practice. Moreover, after seeing failed or dysfunctional promotions, the authors were inspired to know how to manage them better. They wanted to research the criteria that would create a good event promotion. The aim of this thesis is to gather more information about event promotions and establish ‘a guide to successful event promotions’. The main question is ‘what are the steps that need to be taken to create a successful event promotion?’
Initially, this thesis presents the theoretical framework, combined from academic writings of experts in the field. The theoretical framework consists of two parts; event management and promotion management. These parts will give the reader more knowledge about the industry and how events and promotions are managed, as well as the essential parts of them. The empirical part of the thesis was conducted as semi-constructed interviews based on the theoretical framework. The results of the interviews of four professionals were combined, compared and analysed with the theory and with the working experience of the authors to create clear and versatile conclusions. Finally, the product and summary of this thesis, ‘a guide for successful event promotions’ is presented.