Events als Marketinginstrument
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Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, IBA Berlin: Internationale Berufsakademie der F+U Unternehmensgruppe gGmbH, Sprache: Deutsch, Abstract: Durch den Wertewandel in der Gesellschaft, mit deutlichen Trends der Freizeitorientierung und zu einem erlebnisreichen Lebensstil, haben sich die Rahmenbedingungen für das Marketing grundlegend geändert. 90% der Botschaften einer klassischen Vermarktung von Produkten, wie z.B. Anzeigen, Fernsehen oder Radio werden nicht mehr von den Empfängern wahrgenommen, was eine Folge der permanenten Reizüberflutung der Konsumenten ist. Aus diesem Grund wird es für Firmen zunehmend schwieriger ihre Produkte so zu vermarkten, dass potentielle Kunden neu geworben werden bzw. langfristig gebunden werden können. Au erdem kommen eine kommerzielle Kommunikationsflut mit zum Teil gro en Streuverlusten, Austauschbarkeit der Angebote und einer zunehmenden Segmentierung der Märkte, abnehmende Werbeeffektivität und Werbeeffizienz hinzu. Dadurch wird die Kundenbindung zunehmend zur zentralen Aufgabe in vielen Märkten. Hier ist nichts überzeugender als das eigene Erleben und deshalb hei t die Lösung: Eventmarketing (Vgl. Strä er, A. 2001 S.7). Anfang 2008 veröffentlichte das Deutsche Institut für Marketing (=DIM) einen Artikel mit der Überschrift: "Bedeutung von Events im Marketing nimmt zu". Doch warum erfreut sich dieses Kommunikationsinstrument an steigender Begeisterung?
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