Using Non-Standard Methods of Promotion in the Event Industry in Conditions of Limited Resources

Abstract

Globalization challenges companies, demanding from them an immediate response to changes in society and the use of non-standard methods of promotion that can attract the target public. Special events are an effective brand promotion tool, but not without difficulties. Even in conditions of a limited budget, provided high-quality management, an original concept and prompt response to current socio-economic and political changes, special events can bring profit, increase the efficiency of the organization, highlight the brand in the market, thereby increasing the competitiveness of the company. Each event requires the development of a concept as a separate opportunity to best influence the target group. The purpose of the work is to identify non-standard ways to promote special events in conditions of limited resources and to determine their effectiveness. To achieve the result, the author applied methods of systematization and generalization of existing experience on the subject of research, as well as methods of theoretical and empirical analysis, thanks to which recommendations were developed on the use of non-standard methods of promotion within the framework of solving problems for the implementation of a special event in modern conditions.