O. Kalinin, H. Prysiazhna. Analysis of «event marketing» investment attractive.

Abstract

The article raises the topic of new marketing technologies investment attractiveness. The purpose of event marketing was noted and its relevance as a marketing technology was considered. The importance of marketing events for a business is related to their implementation costs by the company. Therefore, the study of various marketing tools in terms of the ratio of their value and potential benefits are important aspects of the investment costs of enterprises. This article highlights and describes groups of events divided into different types of events (business, social, corporate). The analysis of the stages of the life cycle of the event marketing was provided. The events that were held at each of the milestone events of the event marketing were indicated. Conclusions about the stages that most affect the further competitiveness of the marketing event are made. The main advantages of event marketing over the other marketing tools were analyzed. The analysis of event agencies in the global market, namely: George P. Johnson Experience Marketing (GPJ), Pico Global Services, VOK DAMS, Universal world events, AMCI Global, Jack Morton Worldwide, Ashfield Meetings and Events, FreemanXP, Hargrove Inc., Hartmann Studios. The analysis was made taking into account the number of the activities that these companies provide per year, as well as the income they receive from this activity. A comparative analysis of the shares of these companies in the volume of services and income received was made and conclusions were made. A study of marketing services in the 2016-2018 years was provided. Conclusions about the size of marketing events on the marketing services market were made. The problems of the development of the event marketing market and the forecast of the market volume, as well as the problems of the development of marketing services in Ukraine were analyzed. The conclusions provide recommendations for improving the marketing environment, which will lead to a more efficient use of advertising funds from customers and make event marketing even more promising a marketing tool for investing in potential business development.