The promotion of intangible products with event marketing

It is very challenging to market concrete or tangible products, but the challenge increases twofold when intangible products/services, such as those of the financial sector, are concerned. In marketing intangible products/services, organizations should identify and understand the individual needs and behavior of customers. Nowadays, consumers are pressuring the banking sector to cater to their intangible demands at the time when they are most prepared to receive intangible services/products. Consumers are seeking for more intangible value, while the banking sector is looking for greater, more productive means to market their intangible products/services to customers. This pursuit leads the banking sector to the path of event marketing, which is a very valuable, needs-based method to