Colja M. Dams und Stefan Luppold zeigen anhand von Beispielen, wie es gelingt, neben der Kontaktintensit�t des Events gleichzeitig die Kontaktreichweite wesentlich zu erh�hen, indem das Live-Erlebnis mit den M�glichkeiten der digitalen Kommunikation im Internet – als hybride Events – kombiniert wird. Die Autoren skizzieren die Zukunft f�r hybride Events und stellen zehn Grundregeln f�r deren Einsatz auf. Denn der vielzitierte Paradigmenwechsel in der Kommunikation hat l�ngst stattgefunden. Nicht mehr die absenderorientierten Botschaften der Marken- oder Produktwelt stehen im Vordergrund, sondern der Dialog mit den Zielgruppen. Das Event aber bleibt der Ort, an dem die pers�nlichen Bed�rfnisse und damit die Individualit�t der Konsumenten am besten erkannt und bedient werden k�nnen.

About the Author

Colja M. Dams ist gesch�ftsf�hrender Gesellschafter der VOK DAMS GRUPPE, die sich mit ihrem Leistungsangebot auf direkte, erlebnis- und ergebnisorientierte Marketing-Kommunikation spezialisiert hat.

Prof. Stefan Luppold ist Studiengangsleiter BWL – Messe, Kongress- und Eventmanagement an der Dualen Hochschule Baden-W�rttemberg (DHBW) in Ravensburg.

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