The Impact on Event Marketers

Event creation and production is a critical element to an overall marketing and communications program. It can be used to bring the consumer into sensory contact with the brand. The qualities of the event therefore reflect onto your brand, and it is an excellent way to acquire leverage, status and presence.

The event is both an end in itself and a means to a wider corporate event. Importantly, an event is a medium in itself, a channel through which brand information may be passed (Hoyle, 2012).

By including sustainability into the Event, it creates the following benefits for marketers to leverage on:

-The cost may be lowered, an option to attract consumers, or increase profits. 


-Free / reduced tickets to travel to the fair or initiatives for those consumers reducing the carbon footprint would mean that more people are likely to attend the event.

- Can increase good word of mouth due to the sustainability practices employed.

- increased sponsorship and sales revenue: Event sponsorship is generally used as a means of public relations. It allows the brand to be associated with a positive cause, hence it shifts public perceptions and boost sales, for both the sponsors and the event itself (Hoyle, 2012).

Events also create a lot of rubbish, an unpleasant site to leave attendees with as the last thing they see. By employing waste management practices, it ensures that the site almost as spectacular as it did when attendees walked in.  This allows them to leave with a good impression in mind, on not only having enjoyed the event itself, but also the look of the event. 


All in all Sustainability can bring in an extra positive benefit to the Event, Brand, Consumer and Environment without compromising on Event Standards.