AN INVESTIGATION TO IDENTIFY THE MARKETING TECHNIQUES AVAILABLE TO PROMOTE AN EVENTS COMPANY SUCCESSFULLY: A CRITICAL ANALYSIS OF GLD PRODUCTIONS LIMITED AND WOW EVENT HIRE

Abstract

The research project aim was: To explore and critically analyse and evaluate the marketing techniques of the two event companies named: GLD Productions and Wow Event Hire that have grown significantly since conception.

Events in general are evolving quickly, resulting in constant growth of the event industry. Due to the increasing demand for supply, quantities and modifications of products and services are at their all-time high. This opens up great business opportunities for event suppliers, such as GLD and WOW. Effective marketing techniques are vital, when enticing a target market. By identifying and incorporating a business’s USP into their marketing tools, it enhances the attention levels. The objectives of the research project included establishing secondary research of the marketing practices available, investigating the marketing techniques adopted throughout the two case studies lifecycles. A comparison and evaluation of the techniques identified in relation to the case studies success and to make recommendations. Theories investigated in the literature review were related and analysed against the marketing techniques utilised by two companies in particular: GLD Productions Limited and Wow Event hire. The results and discussion Chapter examined the themes and patterns between the identified theoretical approaches and the marketing techniques utilised by the two case studies. The main areas that were assessed was the target markets, USPs, marketing mix and communication mix. An evaluation of each of the main areas was undertaken, as well as stating which were best practiced and what recommendations could be made.