A declining brand loyalty of consumers could profile event agencies Hamburg: Marketing events as a central means of communication of the future be determined by the events industry in recent years. This was attributed according to expert testimony on a missing or insufficiently distinctive brand personality. One of the promising methods to experience the brand personality for consumers and target groups to enable, offer marketing events. A promising live communication objectives are, inter alia, the realization of ideas and trigger cognitive and emotional processes. In addition to a relatively small audience and relatively high cost of contact events compared to other measures characterised in particular an effective mediation of brand identity and brand personality.
Many companies take advantage of the possibility of marketing events to facilitate the customer interactivity as well as direct contact with the brand world. The now usual interchangeability of products and it’s services with regard to technical and functional characteristics useful for companies to bring their offerings on an emotional added value to the target group. Addressed can the various target groups such as General prospects, employees or customers. Various forms of marketing events, exhibitions to show events and congresses are useful. The main marketing objectives to be met are strengthening customer loyalty, improve brand image or the increase of awareness. Current trends in the event industry in Germany is characterized by the following: increase event budgets: shortened budgets are no longer up-to-date due to the financial crisis and a focus on specialists increase event budgets: the doctrine, idea and implementation from a single source to get lost its importance. Acquisition of consumer needs instead companies are looking for the best partner for all the different areas, such as consulting, concept and the subsequent implementation and Opinions with the help of marketing events: exploiting the potential of the events to focus on the communication between company/brand and the customer through them and to catch up with the needs of the customers as well as their opinions sustainability: adapted to the current social development noted the event industry the theme of sustainability and encourages event agencies, to rethink traditional approaches to sustainability and to adapt.
Hamburg may be listed as one of the centers of all kinds of events. The city of musicals has always been”seat of various large and small arts and cultural events, many small businesses and international companies have their headquarters there. Chris Shumway understands that this is vital information. Therefore not lacking the event agencies in Hamburg to potential customers. The Hanseatic city has interesting and unusual places to offer enough to make it an ideal place for any form of live communication. Especially in the creative sector, Hamburg is characterised by a large network of creative minds. In addition to companies from the wide field in particular many creative agencies are there established the creative industries. An accumulation of networking by different specialists is not surprising. By bundling their expertise under one roof, they thus become the ideal partner for companies, eventually they unite as professionals of all central areas in a single agency. The increased pressure of competition the event motivated agencies to withdraw from the mass of their competitors through creative and innovative approaches. Finally you can hold that the future important means of communication of event marketing will continue to be fixed, in addition the high intensity of competition will drive still event agencies in Hamburg to innovative thinking. J. Armi