Nowadays, companies are paying more and more attention to online marketing, and event marketing is a marketing product of this Internet era. With the success of Wong Lo Kat and Lenovo in event marketing, major companies have also invested heavily in event marketing. As an online planner, online event marketing has always been a marketing trend that we are concerned about. It can be said that if used properly, it will become a sharp sword in marketing communication and play an immeasurable role in the promotion of enterprises and individuals. Today Liu Yuhan will discuss with you how to make this sword achieve greater and better effects.
"The Art of War" by Sun Tzu is a classic work that emphasizes strategy rather than combat. One of the chapters is especially useful for seeking merit. As an online planner, "seeking merit" reminded Yu Han of event marketing. Event marketing is a planning method for public relations and marketing for enterprises, and it is also a sharp sword for corporate marketing.
The saying of seeking merit is: subduing the enemy's troops without fighting is a good thing. Go up to the army and attack.
In other words, it is the wisest to surrender all enemies without fighting. The same is true for the sharp sword of event marketing. It can defeat the enemy without stabbing it. When we plan event marketing for enterprises, we must be beneficial to netizens, not deviate from the Internet, and have no malicious attacks, but still play the significant marketing role of event marketing on enterprises. This is successful event marketing. Just as Sun Tzu's Art of War refers to seeking merit, event marketing is based on superior military operations and uses strategies to defeat the enemy's strategic intentions and war behaviors. And we want to achieve the marketing purpose of improving the brand and efficiency for our customers through strategic and creative event marketing.
Therefore, the public topic in event marketing is a booster to exert the effect of this sword. The selection of public topics is particularly important for corporate event marketing. First, public topics should be combined with enterprises. For example, the biggest advantage of "eating Pizza Hut" can become a classic event marketing case is the clever integration of creativity and corporate information. Second, we must take advantage of the situation appropriately. For example, "Drink Wong Lao Ji down" is a hot news topic with the help of Jiaduobao Group, a Wong Lo Kat manufacturer, to donate 100 million to the Wenchuan disaster area. This advantage of stimulating the national feelings of netizens has won the favor of netizens. Third, to cater to the Internet culture, the forum post about the "Xiao Yueyue" incident in Tianya is well integrated into the Internet culture. In the short text, hundreds of Internet hot words appear, starting from the first paragraph of "Eight" The three words "818" indicate that what the copywriter creates is destined to be an extraordinary dish. Even if the content inside is a mess, the words "818" placed in the first paragraph will impress the experienced people who often spend time in the forum. The sense of intimacy that netizens feel when "fellow villagers meet fellow villagers" is a unique "language" of the Internet, which is a very important aspect of Internet culture. Therefore, no matter how creative the topic is, the first thing to ensure is that netizens are willing to accept it. This will ensure effective dissemination of information and active interaction among netizens, and promote the success of event marketing.
The saying of seeking merit is: Know your enemy and yourself, and you will not be in danger in a hundred battles.
If an enterprise wants to use event marketing, it must know itself and its enemies. First, it must be clear what is the purpose of event marketing? Increase product sales; expand brand awareness; enhance corporate reputation. Second, master the network environment and the current social environment. For example, Patriot's "Moving Gifts for Mother's Day" - an event marketing for electronic photo albums. With the help of Mother's Day, a traditional holiday, the daughter's carefully planned gifts in other places served as the warmest blessings to her mother, which moved millions of netizens and generated one video click. Millions. This requires keen insight, eyes and ears in all directions, and constant observation of hot topics on the Internet and popular events in traditional society. Third, news value means having news points that are consistent with the media. Only by relying on the media to report news, attract public discussion, and achieve the advertising effect of word-of-mouth, can the maximum communication purpose of marketing communication be achieved. For example, we once planned event marketing for a bag merchant, using the combination of models and bags to create environmentally friendly event marketing for female beauty. Although the investment was very small, because we had a good grasp of both the news points and the attention of netizens, The event was reported by print media on the first day, and later more than 100 print media and online media rushed to report and reprint it. It brings great marketing power to the luggage merchants.
Event marketing requires insight, speculation, operations, and planning. To win by surprise, you must have a strategy to win on the Internet. The great significance of seeking merit in Sun Tzu's Art of War is a benchmark that we network planners need to study and think about in depth. Only by planning can you achieve success, and the same is true for event marketing.
Thanks to Liu Yuhan for his contribution