Role of Marketing and Promotional Strategies in the Success of Event Management

S. Suji, Dr. E. Karthikeyan, P. Puvanendran

Event Management; Marketing Strategies; Digital Promotion; Social Media; Integrated Marketing Communication.

Event management has evolved into a strategic discipline where marketing and promotion are critical for success. This study analyzes the role and effectiveness of various marketing and promotional strategies in the event industry. A descriptive research design was employed, utilizing both primary data from a survey of 120 respondents and secondary data from academic literature. The findings indicate that digital marketing, particularly social media campaigns on platforms like Instagram and Facebook, is the most dominant and effective strategy, with 70% of respondents noticing it and 60% citing it as their primary influence to attend an event. Traditional methods like word-of-mouth remain relevant but are secondary. The study concludes that an integrated marketing approach, combining digital and traditional tools while focusing on audience-centric and experiential tactics, is essential for maximizing participation, sponsorship, and overall event impact. Recommendations include leveraging data analytics, influencer collaborations, and post-event engagement to sustain brand value.

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