Some time ago, there were many examples of successful marketing using swine flu events. Today, on the anniversary of the 512 Wenchuan Earthquake, let’s take a look at who is doing effective event marketing.
Event marketing is called Event Marketing in English. When it spreads to China, some people literally translate it as "event marketing" or "activity marketing". 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 in order to increase the visibility of enterprises or products. Reputation, the means and methods to establish a good brand image and ultimately promote the sales of products or services.
Today, the author noticed that many corporate groups have used the special day of 512 to start event marketing.
First, let’s take a look at Baidu.
Today's Baidu homepage is also different from usual. A column was added eye-catchingly: "The Internet conveys confidence and supports the construction of disaster areas." There are Sichuan sellers and Sichuan products on Baidu on the web page. What a great idea. It not only supports the construction of the disaster area, but also promotes Baidu. Take a look at Baidu’s promotional slogan: “On the first anniversary of the 5.12 earthquake, what can we do to help the disaster area?” I can't help but want to buy some goods to help the disaster area.
Secondly, let’s look at Rising.
From 0:00 on May 12th to 24:00 on May 21st, Rising will hold a charity sale. During this period, all sales revenue of Rising anti-virus software 2009 (semi-annual version, price 20 yuan), excluding costs, will be donated to the "Angel Mom" fund for targeted donations. Children in disaster areas. It's a good idea. The charity sale supports the disaster area and promotes itself.
There are many aspects that we can learn from. First, analyze the content of event marketing. Event marketing includes three aspects: First, the motivation and process of corporate event marketing must be reasonable and legal, pay attention to social ethics and social responsibility, and must not have a negative impact on society. Baidu and Rising's 512 event marketing conforms to this characteristic. Second, event marketing is when companies use current hot events to carry out expanded and value-added publicity, openly publicizing events and covertly promoting themselves. Baidu uses the name "What can we do to help the disaster areas" to achieve both social benefit promotion and corporate benefit promotion (you have to buy products from Baidu Youahzhong's disaster area online store). Ruixing used the 512 charity sale to gain both fame and fortune. Third, event marketing must achieve certain social benefits. If Baidu and Rising only promote their own online store platforms and products, the majority of netizens will not agree with them.
The core of event marketing is to utilize the elements of news value. There are several indicators to pay attention to: first, importance. If an event is not important, its event marketing value will not be great; second, proximity. The closer and relevant the facts are to the audience psychologically, interest-wise and geographically, the greater the news value. The term 512 may be important to Chinese netizens, but for netizens in European and American countries, event marketing is of little value. Third, significance. The more significant, unusual, and novel the people, places, and events are, the more intriguing they must be. Today, the word Wenchuan is more attractive to Chinese netizens. Baidu and Rising have seized this favorable opportunity.
There are six strategies for event marketing operations. One of the most important strategies is to take advantage of the situation. The so-called taking advantage of opportunities refers to a series of related activities carried out by enterprises in a timely manner to seize widely-watched social news, events and the star effect of figures, etc., in conjunction with the purpose of communication of enterprises or products. Today, on the anniversary of May 12th, Baidu Rising has taken advantage of the anniversary of the Wenchuan earthquake to promote itself.
To sum up, we summarize the entry points of event marketing into three categories, namely public welfare, focus and crisis. These three types of events are of concern to consumers and have high news value, communication value and social influence.
When it comes to public welfare, Ruixing has done just the right thing. Its behavior is a charity sale. Public welfare entry means that enterprises attract widespread attention through their support for public welfare activities, and achieve the effect of both public welfare and their own interests through public welfare publicity and public welfare activities. With the popularization of Internet applications and 3G, public welfare projects increasingly reflect huge advertising value and economic benefits.
Focused event entry refers to the seamless entry of advertisements using hot events that consumers are generally concerned about. Enterprises promptly seize new focus events and launch a series of marketing activities such as news "ride", advertising and theme public relations based on the enterprise's communication or sales purposes. The new entry on Baidu's 512 homepage is to use this gathering event to cut in and achieve the wonderful effect of a double-edged sword.
The entry into crisis public relations is not within the scope of today’s focus and will not be described in detail.
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