Events as an Effective Marketing Communication Tool

Institute of Technology and Business, Faculty of Corporate Strategy, Department of Tourism and Marketing, Nemanická 436/7, České Budějovice, Czech Republic

^* Corresponding author: vitek@mail.vstecb.cz

Abstract

A brewery wanted to know how a new beer they were launching would be received by consumers. It was therefore decided to organize an event during which the author of this contribution conducted research. The aim of the research was to find out whether the new product, a low alcohol beer, will attract consumers with its taste, whether its price was set correctly, and whether the targeting and marketing communication tools used were appropriate. The results of the research confirmed that the taste of the new product as well as its price corresponded to the imagination of consumers and that the communication mix was appropriate, but required adjustment to make it even more precise.