Special event as a tool to enhance consumer loyalty to the cultural institutions (on the examples of the cultural institutions of the Ryazan region)

In article it is noted that now commercial trade organizations actively use for involvement of consumers one of instruments of marketing communications - a special event. In a basis of this tool sociocultural mechanisms, popular with experts of welfare activity, which in the organizations of culture, as a rule, are considered only within leisure, educational, educational functions, but not as the effective marketing tool are put. The author draws a conclusion about the missed opportunities of the organizations of culture in the field of ivent-marketing use. In article examples of special events which have been carried out by the organizations of culture of the Ryazan region in 2012- 2014 are reviewed. Formation of consumer loyalty was one of the purposes of holding these special events, according to the author.