Evaluating the Effectiveness of Promotional Giveaways in Building Event Loyalty in Zaria Local Government Area, Kaduna State
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Promotional giveaways are a common marketing strategy used to attract and retain event attendees by creating memorable experiences and fostering loyalty. In Zaria Local Government Area, Kaduna State, event organizers often use branded merchandise, free samples, and discount vouchers as giveaways to incentivize attendance and encourage repeat participation. According to Suleiman and Adamu (2024), promotional giveaways not only enhance attendee satisfaction but also serve as effective tools for brand visibility and audience engagement. However, the effectiveness of these giveaways in building event loyalty remains underexplored, with limited research on their impact on attendee retention and satisfaction. This study evaluates the effectiveness of promotional giveaways in building event loyalty in Zaria, focusing on their benefits, challenges, and best practices.
1.2 Statement of the Problem
Despite the widespread use of promotional giveaways at events in Zaria, their impact on building event loyalty is often undermined by factors such as poor quality, lack of relevance, and inadequate distribution strategies. These challenges can result in wasted resources and minimal impact on attendee retention. While studies have examined promotional strategies in event marketing, limited research focuses on the specific role of giveaways in fostering event loyalty in Zaria (Bello & Musa, 2023). This study addresses this gap by evaluating the effectiveness of promotional giveaways in building event loyalty in Zaria Local Government Area.
1.3 Objectives of the Study
1. To evaluate the effectiveness of promotional giveaways in building event loyalty in Zaria.
2. To identify challenges affecting the use of promotional giveaways at events.
3. To propose strategies for optimizing promotional giveaways to enhance event loyalty.
1.4 Research Questions
1. How effective are promotional giveaways in building event loyalty in Zaria?
2. What challenges affect the use of promotional giveaways at events?
3. What strategies can optimize promotional giveaways to enhance event loyalty?
1.5 Research Hypotheses
1. H₁: Promotional giveaways significantly enhance event loyalty in Zaria.
2. H₂: Challenges such as poor quality negatively affect the effectiveness of promotional giveaways.
3. H₃: Optimized promotional giveaways improve event loyalty.
1.6 Significance of the Study
This study is significant as it provides insights into the effectiveness of promotional giveaways in building event loyalty, offering valuable recommendations for event organizers and marketers in Zaria. The findings contribute to academic literature on event marketing and attendee retention, highlighting the importance of strategic giveaway planning. Additionally, the study underscores the potential of promotional giveaways to enhance attendee satisfaction and foster long-term loyalty.
1.7 Scope and Limitations of the Study
The study focuses on the effectiveness of promotional giveaways in building event loyalty in Zaria Local Government Area, Kaduna State. It excludes other marketing strategies and focuses specifically on giveaways. Limitations may include variations in event types and access to data on attendee loyalty.
1.8 Operational Definition of Terms
1. Promotional Giveaways: Free items or services distributed at events to attract and retain attendees.
2. Event Loyalty: The likelihood of attendees returning to an event based on their satisfaction and experience.
3. Event Marketing: Strategies used to promote events and attract attendees.
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