“Blended Conference” as Video Supported Event Format in the Educational Marketing Mix of Sports Organizations

Abstract

The question whether the “event” is an effective marketing tool or not has been extensively discussed and demonstrated in recent years. In particular in the case of brand messages, the event has become absolutely indispensable in the tool mix. Also in the field of educational marketing, the messages must also be brought to life. As a partner for sports organizations in the digital education sector we accompany our clients in the introduction and implementation of new formats in education and training. This also includes support in the process of making known the plan primarily within the organization itself, for example an association. In this connection over the past years we have worked intensively on the development of strategies and marketing tools which assist our clients to bring alive the message of the new approach to education. In this article the innovative event format “Blended Conference” is presented by means of a real example and discussed in relation to its development potential in sports sector educational marketing. The format is based on the concept structure of Blended Learning as known in the education sector. By enlarging the physical event space with a virtual one, many new possibilities open up on a variety of levels of multi-sensual perception by the recipients. The event, which comprises online and presence times, can be placed in the category of “hybrid events”. The combination of online, presence and online wrap phase, places great focus on the continuous involvement of the recipient. This gives rise to three central dimensions served by this format: Information, interaction and inspiration. In each phase the focus lies on another dimension. Thanks to this blended approach, those taking part at the event, can experience the staged message in various and intense ways.