EVENT - MARKETING AND ITS ROLE OF ENTERPRISE DEVELOPMENT STRATEGIES

The article summarizes foreign and domestic experience of using event marketing tools in the BTL services market. The effectiveness of the use of event marketing tools to increase brand awareness and consumer loyalty has been confirmed. It is proved that in connection with the development of market relations in Ukraine new types of business have actively started to develop, one of which is the organization of events. The extensive experience of applying event- marketing tools abroad, which is just beginning to be introduced into the practice of Ukrainian business, is investigated. The article reveals the necessity and relevance of event marketing for Ukrainian enterprises as a means of high efficiency. It is substantiated that the novelty of event marketing is due to the fact that new activities, new professions of post-industrial society were born and have developed significantly first in the USA, then in Western Europe, that is, they have a significant scientific and practical basis for the application in practice of Ukrainian enterprises: professional associations, special literature, recognized standards of the event industry. And all this can be used to build an effective business in Ukraine. Recent research and publications on event marketing, which are gaining popularity in Ukraine, are analyzed. And these are both commercially significant activities and a means of entrepreneurial communication and activation of target groups of consumers. It is determined that in Ukraine the key element for the promotion of goods, brands and businesses are modern business events, conferences, exhibitions, startup parties, which are aimed at forming effective communications. The article summarizes the methods of encouraging and retaining regular customers, as well as attracting potential customers, which is one of the benefits of event marketing. The main trends, needs and challenges that will shape the marketing landscape in the future are summarized.