EVENT (EVENT) MARKETING-A TOOL FOR MARKETING COMMUNICATIONS OF AN ENTERPRISE TO INCREASE ITS COMPETITIVENESS

Abstract

The relevance of the research topic lies in the fact that event marketing as a marketing communication tool is aimed at promoting the company and its products and services through events (events). Now the importance of communication policy has significantly increased due to the constant growth of product supply and expansion of its uniformity, as well as increased competition. Marketing Communications play a central role in differentiating an enterprise's products and services from its competitors. However, the effectiveness of traditional means of communication is constantly declining. By organizing events or participating in them, brand awareness increases, which helps an enterprise or organization demonstrate its capabilities, find partners and build strong relationships with consumers, and therefore increase the competitiveness of the enterprise and its products. Approaches to defining the concept of event marketing are summarized, the content and meaning are revealed, and the possibilities of event marketing are also revealed. The essence of the concept of "event", the criteria for dividing events into different typologies, respectively, of the goal and target group, are substantiated. Trends in the marketing communications budget of German companies are studied and the rebalancing of priorities in the field of Corporate Communications in favor of non-classical means of communication is revealed. Based on the analysis of OSED statistics on the use of free time by residents of a number of countries in Europe, Asia and America, it was revealed that spending time on leisure is 12-26% of all free time; the share of time spent on events and sports events is also determined. The world dynamics of the entertainment sector development in 2017-2021 and the forecast until 2026 are presented. the main trends in the development of the modern leisure industry in the world are identified, the dynamics of the volume of entertainment services sold is studied, and trends in the development of various sectors of the entertainment sector in Ukraine are revealed. The share of household budget expenditures on leisure and culture in Ukraine compared to European countries is analyzed. The features of event marketing as a marketing communication tool are substantiated.