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I have been studying online marketing courses recently, and I am also trying to do some event marketing cases based on my work and part-time jobs. Let me first talk about what event marketing is.
1. Definition of event marketing
Event marketing is called Event Marketing in English. Event marketing is when enterprises plan, organize and use people or events with celebrity effect, news value and social influence to arouse the interest and attention of the media, social groups and consumers. To improve the visibility and reputation of a company or product, establish a good brand image, and ultimately promote the sales of products or services.
2. Characteristics of event marketing
1 Good effect 2 Broadcasting 3 Free Two famous stories happened in the past: 1 The story of Maotai liquor participating in the 1915 World Expo. Haier Zhang Ruimin smashed the refrigerator incident. Many years have passed since these two stories, and I think everyone must remember them deeply. Moutai and Haier Group have done these two event marketing cases, which are very successful.
3. Event marketing requires the following platform-assisted operations.
Mainly include forums, emails, videos, blogs, SNS, IM, etc. Generally, the most popular events that are hyped on the Internet are released through the above platforms, attracting everyone's attention in these places. For example, the earliest Sister Furong became popular through the Tianya Forum. Sister Feng was also discovered in the forum at the beginning, and was finally interviewed by an interview program on Jiangsu Satellite TV, thus becoming famous all over the country. The Obama Girl has also been hyped in some forums. . There used to be Internet chubby people. Two years ago, there was an incident involving a company called Fuya Paints. It was also planned by an online public relations company to ask the owner of the paint company to advertise online, saying that Fuya paint was safe and had no side effects and could be drunk without any problems.
4. Success factors of event marketing
1 beauty card. For example, the most beautiful car model at a car show. The most beautiful waitress during the two sessions and so on. The number one beauty on Taobao - "The Boiled Fish Queen". Her slogan is that doing Taobao can make shop owners rich. For example, a British netizen just bought a new iPhone. I found a photo of a beautiful little girl in the phone, so I uploaded it to a foreign forum for Apple product enthusiasts ( www.MacRumors.com ) (under the screen name markm49uk) and disclosed the entire incident, which caused a strong response. The bright smile of this Shenzhen female worker has taken the global forum by storm for 6 days. In the Google ranking, iPhone girl has ranked 7th. From abroad to China, from the Internet to print media, the "most beautiful Chinese girl with iPhone" quickly became famous! The initiator is the webmaster of Apple Forum, the forum where the post originated. At that time, I was observing this matter for a long time, and I found that it was all a British netizen who was hyping up his forum.
2 emotion cards
Case: Zhang Ruimin smashed the refrigerator and became Haier.
3 hot cards
One of the more popular products this year is Low Carbon Brother. Xiao Yueyue incident.
4 controversial cards
5 public welfare cards. Case: Wanglaoji charity marketing. Donated 100 million for the Wenchuan earthquake.
6 famous brand Mu Zimei writes a diary.
7 Novelty Card Case: Pin for villa.
8 Abnormal Cases Sharp Brother Hengyuanxiang "Sheep Sheep Sheep"
9 Perverts such as Lan Dong and Sister Feng
5. Success factors of event marketing
1 Event marketing cannot blindly follow the trend.
Successful event marketing depends on a profound corporate culture.
Such as Lenovo's red book girl.
2 Event marketing must comply with news regulations
3 Event marketing should consider the association between events and brands
4. Risks must be controlled in event marketing
5 event marketing settings with twists and turns in the storyline
6. Event marketing should attract media attention. Think event marketing is just a temporary tactic.
7. Keep trying event marketing. For example, Sister Feng keeps trying. From online hype to participating in TV interviews, many online public relations companies now plan a simple event marketing plan. Send it to the end of the world in the form of pictures and texts.
I feel that most users of e-commerce websites will not buy hyped brands like this. In the past, some of the brand advertisements done by Fanke were based on event marketing. According to the relevant person in charge of Vancl, after confirming the brand endorsements of Han Han and Wang Luodan, Vancl worked with well-known advertising companies to create creative products. After half a year of preparation, the idea of "I am Fanke" was finally finalized. Fanke did not stop there. There are endless "spoofs" related to Fanke's advertisements on the Internet. In fact, these "spoofs" are promoted by Fanke themselves. These interesting ideas make Fanke's advertisements more popular on the Internet. spread widely again. In this way, netizens are allowed to join this group, and active and interactive communication complements the singleness of print advertising. Such spoofs not only do no damage to the brand, but also provide richer and more three-dimensional communication. Part of event marketing has been added here.
Author information: Ye Yong. Copyright statement: Free reprinting is welcome. Please retain the original author information when reprinting. Thank you for your cooperation! You can go to pinyin yeyong168dot.com. Everyone is welcome to join. I will ask some webmaster friends to do interviews.
Thank you Ye Yong for your contribution