Event Marketing :
An Overview of its Evolution in IndonesiaEvent Marketing

Event marketing is one of the most effective tools used by brands to establish their presence in the market, especially brands that are at the launch or awareness stage in their product/services lifecycle.

Since its popular debut in Indonesia during the mid 90’s, the event industry has evolved significantly. Unfortunately, no accurate data or information released by the Indonesian government which regards to the significant growth of the event industry itself. Unless, if you are talking about MICE (Meeting, Incentive,  Convention & Exhibition), that’s a different story.

event storms

I’ve started the event marketing business and practice its knowledge since 1996. Event professionals were called Event Organizer back then. Suddenly, economic crisis hits Indonesia in 1998 and everyone was quickly becoming an event organizer just to make a quick buck and survive the ordeal.

The event storms becoming an issue, too many players but not many survived and becoming a professional event organizer. Luckily, I survived and stand the test of time. Early of 2000 was another milestone for the event industry, any event professionals were called Event Manager and its business suddenly transformed into an Event Management company until present.

Events have begun grabbing attention in new innovative styles in the digital era. They engage all the senses of the audience these days. This ensures undivided attention and sometimes even generates an immediate response that is desired. Brand activations have become more immersive and interactive to create a sense of excitement for its target audiences.

Marketing through events have already proven to be beneficial and will continue to flourish in the future. If you too are looking to promote your brand or product or simply yourself as a personality, you must also experiment with event marketing. Cheers!


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