Personal experiences help people connect to a brand and make intelligent and informed purchasing decisions. Experiential Marketing refers to actual customer experiences with the brand that drive sales and increase brand image and awareness. It Is the difference between telling people about features of a product or service and letting them experience the benefits for themselves. When done right, It Is the most powerful tool out there to win brand loyalty. Brand management on the other hand focuses on the brand building process.
It includes product development, public relations and publicity, pricing and distribution, internet and digital communications, advertising and retail, marketing and events. It includes analysis and planning of how a brand is positioned in the market, what its target market Is and maintaining the desired reputation of the brand. Developing a good relationship with the target market Is crucial to the brand. Brand management involves both tangible and intangible aspects. The tangible aspects include the product itself in terms of the look, the pricing and the packaging.
The intangible aspects on the other hand include the experience that the customer takes away as well as the relationship they have with the brand. Events in general have undergone huge changes in the world and now hold a place in society that cannot be ignored. In the recent past a large number of organizations have taken up events as a means of marketing themselves, building business relationships, raising money and celebrating in one way or another. The sectors that have embraced events management include, sports, tourism, banking, FMC, entertainment and telecommunications.
For example the events sector as observed by usual and Examining, 2008; Dwyer, 2008 is one of the fastest growing areas of the tourism industry[l]. Events management is now considered a strategic marketing and communication tool Day organizations AT all sloes. Companies organize promotional events as a way AT reaching out to their target markets; they do so by inviting them as the audience in order to reach them directly. Promotional events are also used to create publicity for their products through the media coverage that may ensue from the event.
Companies sponsor events in order to create or maintain awareness.  This is sometimes referred to as corporate hospitality. This paper seeks to establish the place that events management has in the marketing industry in Kenya as well as the value addition of sponsoring events in building brand image and awareness. Statement of the Problem The marketing arena is a dynamic and fast changing environment and thanks to the new CIT technologies, combined with marketing processes, consumers have become increasingly smart, sophisticated, aware and hard to please.
They demand products and services that must be increasingly adaptable, tailor-made and accessible, and companies must adopt a strategic approach of maximum differentiation that has already been analyzed by authoritative scholars in the sass (Porter, 1980). Brand equity continues to represent a crucial component of modern marketing. According to David Asker, (1998) despite the often obvious value of a brand, there are signs that the brand building process is eroding, loyalty levels are falling and price becomes more salient.
The value of an established brand however cannot be ignored and marketers must therefore continuously look for new and innovative ways to create brand awareness, maintain customer loyalty and ensure the continuity of their products. The above mentioned author lays emphasis on traditional methods of establishing and maintaining brand knowledge and only mentions in passing the importance of events management in the brand building process.  Events management provides an avenue for the marketers to reach many untapped markets.
The reality however is that it is largely untapped especially within the Kenya context. There exists a large pool of organizations with capacity to use events management and sponsorship to build their brands, they however are unaware of the value it holds and consequently give it a wide berth. In order to elevate events management into its rightful position we must undertake to determine its present effectiveness and future potential. Objectives of the Study 1. 10 determine ten e Dejectedness AT events In Drank management. 2.
To provide a basis for measuring effectiveness of events management by developing an evaluation criteria 3. To highlight the possible negative consequences of poor events management on the brand building process. Value of the Study This study seeks to provide knowledge on the effectiveness of events management in brand management. This knowledge can be used to develop coursework for universities both in Kenya and around the world. There are presently a number of universities that already provide courses in events and branding among them the Oslo School of Management.
The sea of knowledge to be obtained from this is invaluable to marketers in general and anyone who wishes to utilize the full potential of events management in building their brands. The study seeks to provide theoretical perspectives that can be applied to improve practice and enable participants to be more effective practitioners in Events Planning, Organization and Implementation within both their own organizations and countries. Secondly this study will provide a basis for measuring the effectiveness of events.
This will allow marketers to Justify their use for events in branding and show how brand experiences deliver on brand promises and play a central role in building commitment and loyalty. The large untapped potential of the market will then be open to the general public with the proper backing of empirical evidence on the usefulness of events. Thirdly, the study will provide a glimpse into the world of events which will prove invaluable to those that wish to pursue events management as a means of building both brand and corporate image.
The study will empower professionals to apply vents management skills in problem solving for brand management. The planning and coordination of event logistics as well as the budgeting and post-event analysis is crucial to the success of brand management and should be given the attention it deserves while mentioning the effectiveness of events management. Consumers have little time to pay attention to a brand. With all the advertisements coming in, the average consumer not only fails to remember but actually ignores many of those messages.
Since advertising in the usual way, like television, print, billboard and digital, can be easily ignored, many marketers have increasingly sorted to special events to attract attention. Because when marketed well, special events can build a strong preference for a brand not only among the people who actually participate, such as in a concert or a race, but much more importantly, among all the other people who see the marketing effort.
It is the audience of the general marketing effort wanly can De Tar more Important In actually moving volume, often more than the actual participants in an event. The reason could be the marketing for a special event can be very much engaging for viewers than the brand’s advertisements. Or maybe the brand does not have the money for heavy advertising campaigns. It can also be that the special event contains something that people find more engaging such as real people who are also striving or maybe they can relate their own needs or dreams.
Using events to bring customers into contact with your product to create memorable experiences is increasingly becoming popular with entrepreneurs looking for a high return on investment. After all, which would be more likely to influence a buyers intention to buy something reading about it in an advertisement or trying it out first hand. Personal experience shapes opinion and buying preferences more strongly than information from advertising or even through word of mouth from friends and colleagues.