Managing the event cycle for lead generation and brand awareness : case: WP SEO AI

Abstract

This thesis explores the event management cycle as a strategic tool for both lead generation and brand awareness, using company WPSEOAI as a case study. It combines theoretical research with practical insights to demonstrate how a well-structured event process can enhance business growth and market positioning.

The theoretical framework covers the fundamentals of event management, different types of events, and their role in driving brand visibility and customer acquisition. It further examines the event management process, from planning and execution to post-event follow-up, highlighting how each phase contributes to lead generation and brand recognition.

The empirical part of this thesis presents a real-world application of these concepts through WPSEOAI’s event strategy. It details the planning, execution, and follow-up processes, analyzing how events were leveraged to attract potential customers, strengthen brand positioning, and foster industry connections. Additionally, it discusses how the methods used could be further optimized to maximize results.

This thesis provides valuable insights into integrating event management with marketing and sales strategies, offering a structured approach to managing the full event cycle for both lead generation and brand awareness. It serves as a practical guide for businesses aiming to use events as a growth-driving tool in competitive markets.