Výkonnostní online marketing v event managementu
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Abstract
Primárním cílem této diplomové práce je implementace principů výkonnostního online a offline marketingu při organizaci eventových kampaní a zhodnocení kritérií pro úspěšnost takových akcí pro vybranou společnost produkující alkoholický nápoj. Nástrojem pro tuto práci je mimo jíné popis činnosti brand ambassadora ve vybrané společnosti a vysvětlení fungování student brand ambassador programu pro tuto společnost v České republice, včetně organizace eventu a jeho online propagace. V teoretické části jsou popsány pojmy související s realizací marketingové aktivace a její online propagace jako jsou výkonnostní marketing, event management a brand ambassador. V poslední části práce je popsáno vytvoření eventu a shrnutí zhodnocení celkové úspěšnosti akce, i její eventové kampaně.
The primary objective of this thesis is to implement the principles of online and offline performance marketing in the organization of event campaigns and to evaluate the criteria for the success of such events for a selected alcoholic beverage company. The tool for this thesis is, among other things, a description of the activities of the brand ambassador in the selected company and an explanation of the functioning of the student brand ambassador program for this company in the Czech Republic, including the organization of the event and its online promotion. The theoretical part describes the concepts related to the implementation of marketing activation and its online promotion such as performance marketing, event management and brand ambassador. The last part of the thesis describes the creation of the event and summarizes the evaluation of the overall success of the event and its event campaign.
The primary objective of this thesis is to implement the principles of online and offline performance marketing in the organization of event campaigns and to evaluate the criteria for the success of such events for a selected alcoholic beverage company. The tool for this thesis is, among other things, a description of the activities of the brand ambassador in the selected company and an explanation of the functioning of the student brand ambassador program for this company in the Czech Republic, including the organization of the event and its online promotion. The theoretical part describes the concepts related to the implementation of marketing activation and its online promotion such as performance marketing, event management and brand ambassador. The last part of the thesis describes the creation of the event and summarizes the evaluation of the overall success of the event and its event campaign.
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Brand ambassador, event, event manager, marketing, marketingová aktivace, offline, online, reklama.