PECULIARITIES OF THE APPLICATION OF EVENTS IN THE MARKETING TOOLS SYSTEM IN UKRAINE

Abstract

The article examines the distinctive characteristics of the utilisation of events within the marketing tools system in Ukraine. Furthermore, it analyses the prevailing global trends in the deployment of events within the marketing tools system. In particular, the annual increase in event budgeting is highlighted as a key trend, enabling organisations to plan more significant and better events in order to achieve their marketing goals. The implementation of technology in event marketing, whereby companies invest in events and utilise technology to create memorable experiences for customers and facilitate long-term growth, represents a significant trend. However, there is a shortage of qualified professionals in the field of event marketing, which presents a challenge for organisations seeking to engage with target audiences. Research indicates that 40% of event organisers perceive attracting new participants as their primary marketing challenge. Additionally, the popularity of remote and combined events, alongside the recognition of the effectiveness of live offline events in event marketing, represent noteworthy developments. It has been demonstrated that marketing tools have undergone substantial modifications and adaptations in the context of the ongoing conflict in Ukraine. One of the most instrumental tools to emerge in this context is that of events. Notwithstanding the challenging circumstances, event marketing continues to represent a potent instrument for communication and persuasion among target audiences. The organisation of events in the context of armed conflict necessitates a high degree of vigilance and consideration for the safety of all participants. Those responsible for organising such events are compelled to give due consideration to the potential risks and to devise contingency plans in the event of unforeseen circumstances. Concurrently, such occurrences serve as a conduit for bolstering the populace's morale, disseminating crucial intelligence, and fortifying national unity. It is imperative to acknowledge that the war has compelled businesses to reassess their marketing strategies, resulting in the implementation of more adaptable and flexible approaches to event organisation. Online and hybrid formats have become indispensable tools for enabling continuous customer engagement despite physical constraints. Consequently, events in Ukraine's marketing tool system during wartime have been demonstrated to be highly efficient, flexible, and adaptable. Such events play a pivotal role in sustaining business stability, fostering new forms of audience interaction, and strengthening social bonds.