Conclusion

Any marketing strategy of the company is based on quite standard tool kit: mass advertizing in mass media, participation and organization of events, sponsorship, PR support etc. But the surrounding reality changes every day, competitors think out the new non-standard courses, and the potential consumer becomes more and more sophisticated in the addictions and ceases to react to direct advertizing as that.

That's when there is a new marketing strategy which fundamental component is the Event-marketing — the complex organization of events directed on emotional contact with audience which is come during action, gives the universal chance to affect target audience is thinner and is more effective.

Types of events now are very huge amount. Here is the business orientation (conferences, seminars, etc.), and personal events, such as birthdays, weddings, anniversaries and others.

As an example of Red Bull GmbH is shown, how exactly the company can attract the target audience by event marketing. Event marketing of this company is so various and broad, that they have about 40 various events unlike at each other, and remain leaders in area of event marketing.

Glossary

1. Rough – неровный - having an uneven or irregular surface; not smooth or level;

2. Continually – непрерывно - repeated frequently in the same way, regularly;

3. Cease – прекращать - come or bring to an end;

4. Remain – оставаться - continue to exist, especially after other similar people or things have ceased to do so;

5. Anniversary – годовщина - the date on which an event took place or an institution was founded in a previous year;

6. Fundamental – основной - forming a necessary base or core;

7. Thinner – растворитель - a volatile solvent used to make paint or other solutions less viscous;

8. Participation – участие - the action of taking part in something;

9. Surrounding – окружение - all round a particular place or thing;

10. Sophisticated – утонченный - having, revealing, or involving a great deal of worldly experience and knowledge of fashion and culture;

11. Addiction – склонность - the fact or condition of being addicted to a particular substance or activity;

12. Influential – влиятельный - having great influence on someone or something;

13. Contemporary – современник - living or occurring at the same time;

14. Invitation – приглашение - a written or verbal request inviting someone to go somewhere or to do something;

15. Collaborate – сотрудничать - work jointly on an activity or project;

16. Maintain – поддерживать - cause or enable to continue;

17. Hosts – хозяин - a person who receives or entertains other people as guests;

18. Edition – издание - a particular form or version of a published text;

19. Layout – планировка - the way in which the parts of something are arranged or laid out;

20. Notorious – печально известный - famous or well known, typically for some bad quality or deed.

Literature

1. Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, 2nd Edition, C. A. Preston, March 2012, ©2012, p.122

2. Follow that Customer. The Event-Driven Marketing Handbook (1st ed.), Racom Communications, p. 227

3. http://www.creativeguerrillamarketing.com/guerrilla-marketing/marketing-red-bull/

4. http://en.m.wikipedia.org/wiki/Red_Bull_GmbH

5. http://www.redbull.com/ru/ru

1 Follow that Customer. The Event-Driven Marketing Handbook (1st ed.), Racom Communications, p. 227

2 http://www.creativeguerrillamarketing.com/guerrilla-marketing/marketing-red-bull/