Multi-format events as a new way to attract an audience to offline projects

Due to the complexity of the entrepreneur's communication field, the mechanisms of influencing him through traditional measures are becoming less effective. Our team has conducted a successful experiment to introduce into charity events, whose target audience is business representatives, the communication paradigm adopted in this audience. Namely, mutually beneficial cooperation is not through sponsorship or a hypothetical change of the world for the better in the future, but through clear benefits for a particular benefactor “here and now” through the creation of multi–format and convergent events.