How should network event marketing be done?

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2004 Japan Electric Group proposed Aisas mode (attention attention acquires interest search action share share), instead of AIDMA mode (attention attention acquires interest desire desire Memory memory action) has become an important model for enterprise marketers to analyze consumer behavior in the era of Internet and wireless applications. However, whether it is Aisas or AIDMA, the first step is to arouse the attention of consumers attention, there may be a series of behavior behind, and the beginning of the event marketing is here.

In the previous article "Soft Wen marketing Process", Yao has just mentioned that event marketing needs the cooperation of soft wen marketing. This article combines its own experience to talk about the superficial understanding of event marketing.

Part One: Event Marketing questions and Answers

1. Event marketing = Marketing hype?

NO

First, hype is only a small part of event marketing, not even necessary. It is neither accurate nor comprehensive to replace event marketing with incident speculation.

Second, the word hype is really not a good word, even do not know how to understand the word, it is at the most emphasis on the stage of the dissemination of events;

2. What kind of event can be worth marketing?

Of course it is an event that attracts the attention of consumers. So what kind of event attracts consumers ' attention?

First, it is closely related to the immediate interests of consumers;

The second is to satisfy the consumer some kind of psychological needs of the event (such as: Fresh, curious, fun, fun, etc.).

Of course, there are other considerations that determine whether an event can be used for marketing, as detailed below.

3, event marketing two magic weapons?

One is occasion;

Second, the momentum;

4, Event marketing advantages, disadvantages?

Advantage：

Easy to spread (with the help of the media)

Easy to accept (implantable soft marketing)

Easy to remember (think of the event)

Low cost (relative, not equal to zero cost)

Disadvantage：

Planning, operation is not easy;

Ben wanted to move a stone into the river, not very likely to hit his feet;

Part Two: How should event marketing be done?

Step one: Monitor attention to news events

Have news sensitive personnel, consciously to pay attention to social environment, market environment changes, occurrence of related events (mainly for occasion);

Step Two: study and analyze available events

1. Whether the event can attract the attention of the target consumers;

2), the event and enterprise or brand image of how much fit;

3), whether it can be found in the event with the brand or product appropriate combination point;

Step three: Plan and develop the overall plan

Main content:

1), analysis target market, target crowd

2, determine the event marketing objectives, objectives

To determine the target, we should consider the public concern, enterprise appeal point, and the trinity of the event core point;

3. Communicate and coordinate with all relevant parties

including enterprise internal communication, external communication, if the use of Third-party events, must be with the event initiator to maintain close communication;

4), clear event operation Process

such as: According to the event and brand or product combination point, to determine the creative and presentation mode, time by platoon, the Division of labor, budget protection, etc.

5), determine the communication plan

Beforehand, in the matter, after the whole course, otherwise is only the event, does not have the marketing;

Dissemination of the theme should be clear (do not forget the previously identified marketing goals), the dissemination of channels, methods (do not forget to combine the previous analysis of the target group);

6. Prepare risk control measures and crisis response

Risk control, such as must have a person responsible for media communication, public opinion monitoring;

Crisis response, to the potential source of the crisis, such as: policy and regulation, public opinion in advance to consider and prepared;

7), Effect evaluation

What is the standard of effectiveness measurement? (Do not deviate from the event marketing goals, objectives)

Fourth Step: organization implementation

Mobilize related resources, according to the program implementation!

Of course, not all event marketing needs to be so orderly, some simple, some complex. The most important thing is to have a good rule and to be effectively implemented.