THE EVENT COMMUNICATION VECTOR OF EFFICIENCY OF MOROCCAN LARGE COMPANIES

The event communication has for objective to give another dimension to the company or to the brand, by bringing it out of its daily life and by developing relations with its target public, around their centers of interests. It may be by sharing the same passions, by making live feelings to a group, by federating and by creating links; because today we need a more emotional and more real component. Since a few years, the event communication seems to be "revisited" by companies and appears to stand out as an alternative to media or other more traditional tools. For the upholders of the relationship marketing, this communication delivers “a social message which affects the spectator or the auditor in its inhalation to be a part of a social, sports or artistic community” (PERLSTEIN and PICKET, 1985). Therefore, we are going to expose our researches and would try to answer the following problem: «what is the impact of the event communication on the Moroccan large company, independently of any different parasite variable? ". The objective of our research is to try to make notions understand around the event communication, and especially the evaluation of its added value on the efficiency of the Moroccan large company. To try to answer these questions derived of our problem, our research will concentrate on: a first theoretical part around a set of concepts, a second part will be the object of an empirical study.


Introduction
The

General Problematic
Besides, it appeared to us in the course of our researches, that the event communication is not only effective but also major to promote better companies and strengthen their brand images.As such, the factual communication arouses a lot of questioning concerning, in particular, for what companies wait and which types of events are the most adapted.
We are going to expose our e.
What are the obstacles which it is necessary to face?

Objectives and Research Method
The main objective of our research is to try to understand and to make understand notions around the event communication, its integration within the global strategy of the company; as well as the evaluation of its efficiency and its added value on the performance of the Moroccan large company.
So, to try to answer all these questions derived of our central problematic, our research will concentrate on: A first part will be dedicated on thought theoretical around a set of concepts which seem to us relevant for the question of the research, searches will be done according to a rather wide literature on the communication, the special event management, the behavior of the announcer and the agency.
Once this abstract frame was developed, we are exactly going to approach more the notion of event communication, its definition, its forms, its domains and its implementation.The objective of this part will be to follow a theoretical model consisting in determining hypotheses of answer to the problematic and to build an operational theoretical frame for the empirical research.
A second part will be the object of an empirical study detailed in the end of this report.

Marketing and Communication
The Marketing word does not miss definition in the review of literature; however, its importance and its role which The company is conscious that the opportunities of meeting with a public cannot be wasted; that is why it is necessary to pay to it the biggest attention, to prepare them carefully and to integrate them into a strategic communication policy.For this fact, to make a success its event, it is necessary to think of a very original and attractive invitation to awaken the curiosity and give the desire to guests to come.

Measure of the efficiency of the event communication
It is difficult to reach a goal when we do not know how to measure him (it).The determination of appropriate indicators can be made thanks to the evaluation preevent of indicators such as the number of sales of a product, a poll (sounding) on the fame.The latter must be quantifiable to be able to be again estimated after the event.
By keeping all this information for a comparison meadow or comment event,

Stages to be followed
A research ground will be made to obtain concrete results on a problem which will result from a search for the literature.And because of the pursued objectives, our methodology will join a second part in an approach adductive based on a qualitative approach.Our empirical search will rest on an exploratory study (On practical cases), based on methods of collection of qualitative information.In practice, the universe of the communication largely evolved.The coming of new technologies literally upset established standards for years.This current of change also had repercussions on the demand; the DeReMa Jurnal Manajemen Vol.11 No. 1, Mei 2016 people are more impervious to the traditional media which they consider too homogeneous.In the era of the hypersegmentation, how to get out while the going is good?It is when appears a new type of communication: the event communication.It is a question of a set of very distant techniques some of the others.The purposes are also heterogeneous: economic, societal, internal to the company.Its concept is simple: create the event around a product or a service; of a brand; to create the buzz, make speak, gather individuals and affect at the most their target.What differentiates this type of communication of the traditional advertising is its dynamism and its brevity.Indeed, the event communication has for objective to give another dimension to the company or to the brand, by taking out it of its everyday life and by developing with it target public, relations of complicity and closeness, around their centers of interests.It aims at marking strongly the spirits by allowing the meeting and the sharing of the same passions, by making live feelings to a group, bringing some energy, motivating, federating and by creating links; because today we need a more emotional and more real component.If the event communication is not new itself, since a few years, it seems to be "revisited" by the companies which resort to it and appears to stand out as an alternative or a complement in media or other more traditional tools.In this context, the event interests more and more companies which conceive it as an essential element of their mixcommunication; or more then tat as an essential element to become a successful company on the market.Because this type of communication is good choice for several companies; because it allows to exceed the limits of a purely marketing communication to offer to the company, the opportunity to acquire a wider and less aggressive positive social image.The fame and the strengthening of image would be the most important objectives of the event communication.The presence of the name of the company and its logo on an event allows to improve its top of mind and its fame, at the same time spontaneous and assisted.The event communication also acts on the image of the company thanks to the emotional dimension which it brings and which exercises a multiplier effect on the image of the brand or the firm because of the alive and dramatic character of the event outside the company.
communication and would try to answer the following problem: "what is the impact of the event communication on the Moroccan large company?"Either more exactly "how can the Moroccan large companies be successful and effective by joining the event communication into its global strategy?""Can we return certain effective event for the company?".DeReMa Jurnal Manajemen Vol.11 No. 1, Mei 2016We shall assume that the efficiency of a special event management depends on the capacity of the company to exploit its investment with its various targets.So, to be able to arrive at an exact answer to this problem, we would try to answer several questions referring to it: does an event allow a company to communicate?d.Can we quantify the impact of the results (profits) of an event communication?
show a complexity of the discipline.If the role of the marketing is to create some value, it is necessary to understand it in the sense of the received value, in other words, the perception of what the customer obtains for what he gives.So, among the levers of value creation in marketing, represent not only the segmentation, the targeting, the positioning, but also all the elements of the mix-marketing, itself indicating a set of decisions relative to the policies of product, price, distribution and communication of a product or a brand.For example, an institutional advertising campaign, will favor rather the development of the brand, whereas a promotion drive of sales will allow, for its part, to benefit from monetary advantages.Every component among those of the mix-marketing is endowed precise definition on what is the factual communication or the marketing; of the same name; (Lendrevie and Baynast, on 2004), and moreover, the theme is only little approached on the works of educational marketing.So, ignoring widely this problem, the famous " Marketing Management " of Kotler, Dubois and Manceau (2006), for example, does not deal with the factual communication in the definition of the mix-communication including only the advertising, the sales promotion, the public relations and the direct marketing there.All in all, even in this work the reputation of which is not to be any more made, the event has a place only in introduction as entity to which it is possible to apply a marketing strategy.Apparently this semantic fuzziness does not save either the managerial practice where, as noted it Boistel (2004), companies are not only incapable themselves to define that is the factual communication but, furthermore, they give it quite a different place and impute it different techniques.So, to return it the place which is his in marketing, it thus seems necessary to try to fill these gaps: Jaekel (1984): the factual marketing pulls "its originality of its exceptional and limited character, concentrated on some events during one year instead of the implementation of a permanent and little effective advertising campaign".The event is conceived as being an a tool, asked to convey a message, to amaze, to dazzle, to move […] through an event ".The event is conceived as being a tool of the marketing expérientiel.Zanger (2001): the event marketing is "the planning, the organization and the implementation of cultural, sports, tourist, political, scientific or economic events, provided that the objectives of this demonstration turn to the needs for the spectators-participants as customers".The event is conceived as being an instrument of the communication policy.Desbordes (2003): an event is "a place where men and women gather in a kind of collective celebration, to attend a sports or cultural show.He has to favor allows to be out of the ordinary".The event is conceived as being a technique of communication.Lendrevie, Levy and Lindon (2006): the factual communication is one "communications' pressing on an event concerning the company, conceived and staged by it".The event is conceived as being a media or a communication medium.Independently of the classic confusion made between the operations of sponsoring and those of communications by means of events, another limit often comes to restrict the reach of the works which join this second perspective.It concerns the area of the events by which it is possible to communicate.Indeed, the spectre of the forms of events is very vast, energy of the simple agreement of company in Olympics and the restrictive definitions do not allow to take into account this variety.the event which is nor represented in its direct or indirect audience and which it is necessary then to reach by other ways.
of the ideas which dismissal in an important creativity, an evolution of the know-how and the permanent questionings of the procedures and the used methods; on one hand.But of one somewhere else, the quality and the coherence correspond to determining factors of success of this communication.a.The choice of the guests is essential in the success of the organization of an event; to be able to speak afterward about a successful enterprise which made a success of its event: Invite the decision-makers and their assistants: it allows to reduce the time required for the process of sale.It is necessary to inquire about the decision-making power of people who will be present.b.Invite personalities well known or celebrities: the image received from the event will thus be positive.This allows to add a certain credibility to the event; that is why it is necessary the selected goods.c.Invite some journalists: this technique is a very effective tool to DeReMa Jurnal Manajemen Vol.11 No. 1, Mei 2016 make win in fame the event (Relation presses).d.Make follow-ups: it is necessary to make sure by the various possible methods (telephone, interview, mail and e-mail); of the presence of all these people.
the company can justify its actions and especially improve its interventions.It is quantifiable thanks to the knowledge from an event to other one of the number of participants, the number of sent invitations, the rate of answer, the number of people met by the team etc. the event or after the product, as well as the construction and the evolution of its image.