Events as a marketing tool. The analysis of the MBLT DEV 2018
Kazinik, Tatiana (2018)
Lataukset:
Kazinik, Tatiana
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018112919002
https://urn.fi/URN:NBN:fi:amk-2018112919002
Tiivistelmä
This is a research-oriented thesis which focuses on event marketing theories and provides the analysis of impacts of the MBLT DEV 2018 Conference. The event was organised by e-Legion Ltd. The company is based in St. Petersburg, Russia and concentrates on mobile application development. To share the knowledge and spread the most important news of the mobile industry e-Legion has organised many events and schools for developers. I was doing my internship in the company and I was one of the organisers of the last MBLT DEV 2018 Conference held on 28 September 2018. The thesis objective is to understand the business and marketing impacts of the MBLT DEV 2018 on e-Legion. The research questions are designed to understand the concept of event marketing and how to measure the effects of the events.
The theoretical framework explains what events are, how to set goals for events, and how to evaluate them. The concept of event marketing, event history, and trends are explained. The role of events within branding, marketing communications and marketing relationships is investigated. Additionally, literature review covers how to evaluate and measure the effects of the events, and business value of events. The evaluation process is time-consuming and costly. One of the methods to measure impacts of the events was developed by Ph.D., Chairman in ROI Institute Jack Phillips in 2008. His approach is based on ROI pyramid with six levels: target audience, learning environment, learning, behaviour, impact, ROI. This approach is used to measure the MBLT DEV 2018 impacts.
Quantitative research is the selected methodology for the research. Surveys for the participants were used as a data collection method, the surveys were designed according to the J. Phillips ROI methodology presented in the theoretical part.
The research findings chapter represents the overview of the MBLT DEV 2018 event on the basis of the theory. The MBLT DEV 2018 is a business-to-business event but can also be considered as a business-to-customer event. The event has several business effects including marketing effects. Marketing effects of the event were analysed from the perspective of three types of marketing: marketing communication, marketing relationship, and branding. e-Legion engage with the mobile development community within the event. The outstanding performance of the MBLT DEV 2018 has helped to build a good reputation of the organiser’s company. As such, brand image and brand awareness increase with the help of the event.
Additionally, the survey analysis is presented, and business values are discussed. From the business value perspective, the event has brought a good ROI. It increased the revenue by 81%, generated 50 leads to the sales department, and attracted 31 students to the e-Legion Academy.
The theoretical framework explains what events are, how to set goals for events, and how to evaluate them. The concept of event marketing, event history, and trends are explained. The role of events within branding, marketing communications and marketing relationships is investigated. Additionally, literature review covers how to evaluate and measure the effects of the events, and business value of events. The evaluation process is time-consuming and costly. One of the methods to measure impacts of the events was developed by Ph.D., Chairman in ROI Institute Jack Phillips in 2008. His approach is based on ROI pyramid with six levels: target audience, learning environment, learning, behaviour, impact, ROI. This approach is used to measure the MBLT DEV 2018 impacts.
Quantitative research is the selected methodology for the research. Surveys for the participants were used as a data collection method, the surveys were designed according to the J. Phillips ROI methodology presented in the theoretical part.
The research findings chapter represents the overview of the MBLT DEV 2018 event on the basis of the theory. The MBLT DEV 2018 is a business-to-business event but can also be considered as a business-to-customer event. The event has several business effects including marketing effects. Marketing effects of the event were analysed from the perspective of three types of marketing: marketing communication, marketing relationship, and branding. e-Legion engage with the mobile development community within the event. The outstanding performance of the MBLT DEV 2018 has helped to build a good reputation of the organiser’s company. As such, brand image and brand awareness increase with the help of the event.
Additionally, the survey analysis is presented, and business values are discussed. From the business value perspective, the event has brought a good ROI. It increased the revenue by 81%, generated 50 leads to the sales department, and attracted 31 students to the e-Legion Academy.