ROLE OF EVENT ORGANISING COMPANIES IN INCREASING THE BRAND IMAGE OF THE CLIENT COMPANIES

Event organising is growing at a rate of three times that of traditional advertising. Though relatively small compared to the major components of the marketing communications mix advertising, sales promotions and P-O-P communications-expenditures on event sponsorship are increasing. Corporate sponsorships are offered to various events ranging from sports to festivals to fairs. Thousands of companies invest in some form of event sponsorship. Event organising is a form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social or other type of high-interest public activity. Event organizing is distinct from advertising, sales promotion, point-of-purchase merchandising, or public relations, but it generally incorporates elements from all of these promotional tools. Event promotions have an opportunity to achieve success because, unlike other forms of marketing communications, events reach people when they are receptive to marketing messages and capture people in a relaxed atmosphere. Event organising is growing rapidly because it provides companies alternatives to the cluttered mass media, ability to segment on a local or regional basis, and opportunities for reaching narrow lifestyle groups whose consumption behaviour can be linked with the local event. The need for the study is to analyse certain issues in events organizing and event management, which need further attention. The study uses SPSS for statistical analysis, cross tabulation and chi square for analysing data obtained from structured questionnaire. The study concludes that factors such as quality of service, employee engagement and relationship, use of updated technology, customisation and attracting clients through advertisement and publicity are important factors that determine brand identity of the event management companies.