Tools for Conveying Meanings Within the Event Marketing Industry in Russia

The paper is devoted to the problem of communicating the key meanings of events to the target audience within the event marketing industry. The purpose of the work is to develop a creative concept of the event with the involvement of tools that contribute to the effective communication of the key messages of the event. To achieve this goal, an analysis of the literature on the topic of event marketing was carried out; the customer company was studied through the analysis and synthesis of information received from the official website of the company and directly from its employees; an online study of the target audience was conducted using the Customer Development methodology, during which in-depth interviews with twenty employees of the company were conducted; information obtained from the brief sent by the client was analyzed and synthesized. The main result of the work was a fully developed creative concept of the event, the tools of which are selected in such a way as to fully convey to the audience the meanings which were needed by the customer.