Evaluation of Event Marketing

Abstract

During recent years there has been an increase in the use of Event Marketing, as well as an increase in the focus on the evaluation of the different marketing tools. By using theories of how project management should be evaluated, this thesis discusses why it is regarded as complex to evaluate Event Marketing, and what should be considered when conducting the evaluation. The main finding from the research is that the complication is due to the complexity of evaluating intangible factors, and also that Event Marketing touches the feelings of the customer, which are hard to quantify. However, one way to conduct an evaluation is by using quantifiable objectives that the result can be compared to. Other findings are that the event can be categorised into different groups depending on the purpose of the event, as well as its target group. The most common purposes of the event are to increase or change the brand-awareness, increase sales, create or strengthen the relationship between the customer and the products. These different categories can later be evaluated by using in-depth interviews, qualitative studies, by looking at sales history, and by looking at the media-exposure-rate.