Event agencies create fascinating worlds of brands for all the senses “NA you might be ‘ a brand” – today barely in the parlance, should nearly everyone knew fifty years ago what was meant: namely a human being, E.g. through particularly original appearance or behavior different from the commonly used differed from the masses. That could have at that time also a negative connotation. And today? In terms of our advanced understanding of brand brand character can carry out products also services, such as insurance companies, portals for online trading, etc. or ideas but, as she embodied an organization (E.g.
a party). And, Yes, a person can be a brand. Think of pop diva Madonna, who has succeeded in almost unprecedented to create themselves as a distinctive brand and to establish firmly in the pop business. While the game with changing identities is part of their Selbstvermarktungs strategy. As far as this brief digression on the subject of “Person as a brand”.
In the focus our interest the issue of ‘Consumer Events’ should be the following. It is target-group specific presentations of products or services. Goal of these events is always the transpose and ultimately achieve the communication and marketing goals of the company concerned. And these objectives can be today as well as originally in 1898 by Elias St. Elmo Lewis defined with the catchy marketing A.I.D.A. formula. describe. Where is “A” for attention, meaning the arousing of the attention of the sought-after consumers in spe, “I” for interest, so the awakening of his interest, “D” for desire (the creation of the consumer desire for the product) and “A” for the action of the buyer (as the ultimately desired purchase Act). But one thing is clear: for marketeers at the time of the American advertising practitioner Elmo Lewis it was comparatively easy, to lead the consumer perception of the advertising message to the purchasing pulse “That I have”.