event marketing
The so-called event marketing refers to the means and methods for enterprises to attract the interest and attention of the media, social groups and consumers by planning, organizing and using people or events with news value, social influence and celebrity effect, so as to improve the visibility and reputation of enterprises or products, establish a good brand image and finally promote the sales of products or services. Because this marketing method has the characteristics of wide audience, strong suddenness, maximizing and optimizing information dissemination in a short time, and saving a lot of publicity costs for enterprises, it has become a popular means of public relations communication and marketing at home and abroad in recent years.
Second, how to do event marketing
1, marketing demand analysis
event marketing
Don't tell me, I just want to be famous, that's easy, just do something incredible. Brand or product reputation is also divided into good and bad. It's no use being famous. Nobody remembers. Therefore, it is still necessary to start from a certain point of the product and market a certain point through events, such as cheapness, styling, a certain function and so on. Make it easier for users to remember, implant it into users' minds through events, and it will not fade out the user's impression as the heat of events decreases.
Step 2 Find the "target population"
event marketing
This looks a bit like a promotion step. If it is a product aimed at college students, I will definitely not choose to go to the mall to plan uncivilized events. If I were a product aimed at middle-aged uncles, I would definitely not choose to build momentum on campus. Therefore, it is necessary to plan activities in the gathering place of the target population. At the same time, mainly, this target group is not necessarily our direct user group, but it must be willing to pay attention to this incident and can influence our user group through communication.
3. Grasp the current hot spots
event marketing
Marketing activities can only be more effective if they follow the trend. For example, during the double 1 1 e-commerce war, the motorcade marked with Suning logo wandered under the JD.COM Building, and the players began to get busy, but in normal times, this kind of activity is inevitably not so interesting. Leveraged marketing can promote the brand, and the marketing event will not be 1+ 1=2. It's like a good idea can be unconstrained.
4. Design a self-propagation point
event marketing
Self-communication means that onlookers (users/communicators) can share and spread spontaneously. A little more popular is to let others take pictures with their mobile phones. Combined with the forms of several marketing events listed in the last round, such as many people, wearing underwear, singing and dancing, these are self-communication points.
5. Push the airflow to detonate
At the beginning of the article, the idea that traffic is king plays a vital role in the detonation of marketing events. These forms of marketing activities mentioned above, whether star gossip or offline flash, either bring their own traffic or choose venues with large traffic, so what if there is no traffic? Still not big enough? Such as subtitle, find traffic promotion, mobilize resources or spend money to find a paragraph, KOL to forward, voice, guide the public and trigger public opinion.
Basically, you can create a marketing event that is not necessarily very successful here. Implant some product and brand information in the activity, and play a propaganda role in the communication process. In addition to attracting the attention of the activity, it is also necessary to lay the foundation for the activity. For example, promotion channels and so on, not once, you can try many times.