Event marketing refers to grasping the rules of news, creating newsworthy events, and through specific operations, allowing these news events to be disseminated, thereby achieving an advertising effect.
(I) Team strength
This is a prerequisite for event marketing. Without a united, planned, purposeful team with clear division of labor, it is impossible to successfully complete an event marketing campaign.
(II) Pay attention to current affairs - brand activities
Of course, events often need to be carefully planned, and the planned events must be closely linked to their own promotional objectives. From successful marketing events in other industries, we can find that by leveraging social hotspots and integrating them into brand activities, we can achieve twice the result with half the effort.
Let's take an example which is also a classic case of public welfare marketing: the "Boycott Wong Lo Kat" incident. The most watched news report this year was undoubtedly the Wenchuan earthquake. In the earthquake donation, Wong Lo Kat donated 100 million yuan, but this 100 million yuan generated more value. Within three hours of Wong Lo Kat making this good deed, there were over 140,000 posts on Baidu Tieba. What did Wong Lo Kat do? First, Wong Lo Kat integrated the patriotic intentions of consumers; second, Wong Lo Kat integrated the current events, namely earthquake event marketing; third, Wong Lo Kat integrated various media resources, mainly forum resources and free network news resources. Therefore, through online media, event marketing can be better realized.
(III) "Events" should have public participation
The second main reason for the failure of event marketing is the lack of participation. Enterprises plan some activities from their own perspective without considering the difficulty and cost for consumers to participate, yet still hope for widespread public participation. This is no different from wishful thinking.
Why did Super Girl Voice make a nationwide sensation? Mainly because it used the extremely easy-to-participate interactive method of mobile text messages. During the finals, about one-third of the nation was watching, many were interacting through their thumbs, and some even mobilized friends and relatives to participate. The public entertained themselves. The advertisement song of Acid Milk also entered the mobile ring tones of millions of young men and women through the Internet.
The reason why event marketing is so effective is related to consumers' love for excitement. If well-planned and certain events are used to stimulate people's curiosity, marketers will receive good market promotion results.
(IV) To hit the jackpot - leverage celebrity effects
The "Car Shake Gate" incident is something everyone is already very familiar with, from the clarity of the photos to Zhang Ruyi's "solo flight" news the day before, at least I feel that this was a carefully planned marketing event. I think that Zhang Ruyi, Ruyi Hotel, BMW, Mercedes-Benz, etc., have garnered enough attention. Sun Yue seems to be a central figure in the Car Shake Gate, leveraging Sun Yue's fame for publicity.
(V) Public welfare marketing - forms should be diversified
In addition to the usual donations and volunteer services, corporate public welfare behaviors can vary widely. However, only public welfare behaviors that have gained widespread social attention and recognition can be called public welfare marketing. By paying attention to social issues and public welfare causes, enterprises invest in public welfare causes. The incidental publicity brought by this is more effective than simple advertising publicity in gaining social recognition, more conducive to establishing a corporate image, and realizing the added value effect of media publicity.
You can refer to "Coca-Cola's Public Welfare Marketing Case Analysis", "Mengniu's Public Welfare Marketing Case", "Wong Lo Kat's Public Influence Case". These are all typical successful cases.
Finally: When conducting event marketing, it is important to control risks.
Event marketing is a double-edged sword. Successful event marketing can attract the attention of many consumers at a low cost, quickly enhance the corporate image, and expand the brand's awareness and reputation. However, if not handled properly, it may bring irreparable negative impacts to the enterprise. Therefore, when enterprises conduct event marketing, they should pay attention to the prediction and control of risks:
a. Enterprises should conduct a comprehensive risk assessment of the events they are about to operate or utilize.
b. When enterprises operate event marketing, it is necessary to apply the theory of risk management to adjust possible risks in order to fully play the potential energy of event marketing.
c. Enterprises should always study the psychological tendencies of consumers, closely linking the public's attention and participation in the event with the breadth and depth of the event's impact.