UNPRECEDENTED TIMES, UNCONVENTIONAL MEASURES: A COMPARATIVE STUDY OF MARKETING BY EVENT PLANNERS IN THE US AND CANADA

Abstract

This study delves into event marketing, revealing its resemblance to conventional marketing through shared elements in the marketing mix. Events epitomize comprehensive hospitality offerings, fusing tangible and intangible constituents to formulate holistic experiences. Tangible facets encompass provisions like food and beverages, complemented by intangible dimensions comprising immersive encounters within controlled settings. Notably complex, this amalgamation poses challenges for event planners, exacerbated by Covid-19's disruptions necessitating industry-wide adaptations. Focusing on pandemic-induced transformations, this research scrutinizes the online promotion of marketing components. The investigation underscores Covid-19's profound influence on various event marketing mix facets. By exploring these impacts, this study contributes to understanding the evolving landscape of event marketing in the face of unprecedented challenges.