The purpose of this thesis was to plan and organize a customer event on inheritance and gift taxes for Bank X. By organizing this event the Bank wishes to acquire new customers and create customer contacts. The aim of this thesis was to help organize a successful event and generate new ideas and perspectives for the Bank’s upcoming events. This work is a functional thesis and it was carried out in co-operation with Bank X.

The theoretical part of the thesis goes through, in detail, how to arrange an event from planning an event to post-event actions. It also describes the theory of event marketing, acquisition of new customers and segmented marketing. Moreover, it describes the execution of event on inheritance and gift taxes with the help of the theory covered for this study and bank’s employees’ strong work experience.

The conclusion focuses on assessing the successfulness of organizing this event and what changes are needed for future events. The purpose of the development ideas is to reduce customer risk by improving potential customer turnout and thus make future events more profitable.

In future, Bank X should see the organizing process as a learning process as well. That way organizing an event will produce new ideas and development targets, which, in turn, will increase the amount of important silent knowledge and know-how.