EVENT-BASED BANKING MARKETING

УДК 336.713

Abstract

This article presents the main outcomes of a conceptual synthesis that unites approaches to understanding banking and event marketing, resulting in the introduction of the author’s original concept: “event-based bank marketing”. The study establishes that event marketing functions as one of the tools within BTL (below-the-line) marketing strategies employed by commercial banks; however, it should be considered and developed as an independent system that integrates additional instruments. The research includes a decomposition of existing definitions of event marketing, which focuses on creating memorable experiences to promote a brand, and banking marketing, which is aimed at attracting and retaining customers in the financial sector. The relevance of synthesizing these two approaches stems from the intensifying competition in the banking services market, the growing need to deliver unique customer experiences, and the necessity of establishing measurable links between a bank’s marketing initiatives and its financial performance.