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EnGLISH SummArY
English SUMMARY
tHE EvEnt AS tHE PromotInG InStrumEnt of
ALPInE SkIInG SPortS
Marketing communications become the pure necessity for
the successful development of the Alpine ski business. The
growing demand for the active leisure and rest activities
provoke the higher competition among the companies
offering such products and services. It shall be noted that
the growing demand for visitors of Alpine skiing resorts
is not dictated only by the opening new resorts and even
skiing regions in Russia. The trips to the “Big Mountains”
abroad that become more and more accessible for our
citizens play its role in this competition as well. Well, of
course, these foreign “Big Mountains” start fighting for
the Russian tourists, using all advantages and perennial
experience gained in the tourist industry. One of the most
successful instruments under such “military” conditions is
the event marketing.
ThE EVEnT markETIng – WhaT doES IT mEan?
The event marketing is the instrument or to be more exact
the set of communication marketing instruments, facilitating
the contacts with the audience through holding the certain
events.
Event-marketing is one of the most efficient instruments
for promotion of various functional areas, including the Alpine
skiing resorts. The distinctive features of this instrument
are the complex of communication means and emotional
components. These factors make the event marketing the
most efficient in comparison with the other communication
instruments.
«Горнолыжная индустрия России» № 03|2011
The complexity: Historically the event
marketing refers to BTL instruments,
but essentially it is TTL, i.e. unifies all
communication channels like advertisement,
PR and direct communication with the
audience during the event. Moreover, the more
interesting is the content of the planned event,
the higher potential interest of the audience to
such communication channels.
Emotions: I think that there’s no need to
mention the effect of the positive emotions
on human as well as that the emotions play
the main role in planning the event. It’s
true because the emotions could convert the
consumer into the loyal client or even the seller
and upon the conversion the latter might tell
you about the merits of the resort he liked much
better than any manager.
ThE ProbLEmS ThaT mIghT bE SoLVEd by
mEanS of EVEnT markETIng:
• Higher awareness of the brand;
• Announcement of the new resort, services,
opening of a season, etc.;
• emphasizing of the unique merits of the
brand;
• growth of visitors’ number;
• attraction of certain audience;
• Creation of the resort image;
• Involvement of mass media to the resort,
publications in mass media and other mass media
instruments;
• Mentioning and starting discussions of the
resort in the social networks;
• Photo and video production for further
promotion of the resort and other local problems.
Like in any other marketing communications
the target audience (TA) should be the first
priority matter. In other words, it’s necessary to
image the humans that you would like to see as
your clients in the future. It’s important to assess
rightly the quality and quantity of the audience
in order to plan all future events and avoid
queues to toilets or cable-ways.
When the target audience is defined you
should work out the content of the event, in
other words, the event that might attract the
audience, for example, professional or amateur
contest, an evening party, a music concert or
something else depending on the target audience
preferences.
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