Targeted, systematic planning of events is referred to as event marketing. These include conferences, presentations, meetings, cultural events, fairs, meetings and festivals. The events are used to increase sales and for image and customer loyalty purposes. So it's about events in which product and brand-related content is presented to customers in an experience-oriented way.
Adding value to the user when attending an event planned by event marketing enhances brand identification and enhances the reputation of a business. In event marketing, both staging techniques, which are otherwise known from theater, film or performance art, find their application, as well as classic instruments of marketing communication.