2. Event marketing can also apply the superposition effect. In fact, people already have many methodologies for communication, including star effect, herding effect, etc. Event marketing can actually be the superposition of multiple reactions. For example, many cases of breaking out of the circle, in addition to human planning factors, are somewhat metaphysical. Many traders themselves said that they did not predict such a communication effect. Therefore, the superimposed effect of event marketing can increase the probability of spreading out of the circle. . For example, the Mixue Bingcheng incident has a lot of contingency. How can brands better subjectively control this contingency and increase the probability of being out of the circle? The core still needs to be extended from three dimensions: the first dimension is what special thing an influential person has done. There are many cases of weird celebrity effect incidents. Many celebrity endorsements are based on this principle, including the aforementioned "Ice Bucket Challenge" and Douyin's previously popular bottle cap kicking challenge. But why do some incidents become so popular? , some are just so-so? The core lies in what celebrities have done that deserves users' attention. For example, it is difficult to arouse the public's appetite for celebrity live broadcasts. What celebrities do in live broadcasts will be more gimmick and attractive, so how to polish this thing and what meaning is given to it is Brands should seriously consider this. The second dimension is testimony events. The testimonies here are not really testimonials for the brand and products, but a small group of people who are willing to call for a certain point of the product or brand. For example, the early enthusiasts of Xiaomi are a good example. Steel Mi Fans support Xiaomi, so this It is easy to form a topical event and be discussed by people, and the dissemination naturally generates a model including Mixue Bingcheng UGC, and the underlying logic is also the idea of ????testimony. Here, the brand actually needs to either make good content and have a group of die-hard fans, or make a certain point that can fit the public's emotions and let users set the pace. The third dimension is the superposition of social hot spots. Although the essence of event marketing is to create hot spots, if you can match the current hot spots before doing the event, the hot spots above the hot spots can easily trigger a large-scale fermentation, thereby achieving out-of-circle. 3. Summary We are opposed to the behavior of using hot spots in order to gain traffic, but if it can be the icing on the cake, it cannot but be called a good idea. Here, the brand needs to pay attention to the prediction of hot spots on the one hand, and on the other hand, while accurately predicting the hot spots, it needs to be able to cleverly combine it with the content to be expressed. To sum up, event marketing has become a communication method that every company must master nowadays. It contains viral elements, can generate topicality, and achieve person-to-person communication effects. At the same time, it also requires the brand itself to be able to plan reasonably, regardless of Whether it is the strategic level or the tactical level, a reasonable and appropriate layout can be carried out. Finally, I hope that brands can really start from the user's perspective when doing communication, because it can be a method to test event marketing, and it is the only criterion for judging brand communication.