Talking about event marketing from "I am Chongqing" advertising Event

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Recently, the online appearance of a bus body advertising has attracted wide attention of netizens. The slogan is: "I rely on Chongqing, Liangcheng Lichuan", a Lichuan tourism advertising language, did not expect the success of the Netizen's attention. Whether we are right or wrong, from the marketing point of view, this event marketing can achieve a good event marketing effect.

At present, we have to face the single promotion means, the effect is very little situation, and how to quickly become famous, to earn a certain profit promotion means more and more promoted by the promotion staff. Marketing of this event came into being. Event marketing Popular is to hype an event. And the effect it can achieve can be said to be "overnight fame." We can see this incident has caused the success of the Netizen's attention, can say let Lichuan this small place name overnight fame, to this we can from the relevant keyword Baidu index to see the clue, as shown in the following picture:

So how do we handle good event marketing? The following author from several aspects to share their views.

One: To bring up a controversial event

The controversial time is often the most important to arouse the attention of netizens. So how did the "I am Chongqing" incident develop? The incident occurred since June, in the Zhongqing bus line on a number of buses on the "I Am Chongqing, Liangcheng Lichuan" Advertising language, this seemingly ordinary advertisement, did not think because of which "rely on" word has another heavy network meaning and aroused the attention of many Internet users , some netizens think this advertisement pun, have dirty language suspicion. The success of this slogan is controversial, and this is the first step in the success of time marketing.

Second: Leading netizens to the controversial topic

For this advertising language, many people may be the same as the author did not feel at first what the problem. Many people at first did not understand the controversial topic. And we can see the start of the event on a Sina Weibo, the title of Weibo is: "Holy cow!" This is the most bull body ad I've seen in nearly 10 years. This title can be said to be a successful title, not letter can attract a lot of visitors, at the same time can be very good guide users to the topic of controversy, in the end why is "the most cattle ads", users in the search for answers at the same time has begun to understand this controversial topic.

Third: The use of various media promotion events

Whether it is from the previous "Big Game" event marketing event, or the "I am on Chongqing" incident, we can find that Weibo plays an important role in event marketing. Micro-blog is to achieve rapid transmission and access to traffic in the key media. Of course, our event marketing can not only rely on micro-blogging, but also from a variety of media. As the "I am on Chongqing" incident, Lichuan's director of tourism has personally written a diary "I have something to say". This article has aroused netizens ' concern about the event and even Lichuan.

IV: "Stop Bleeding" for the disputed event

There is a degree of all things, if more than this degree will be self-defeating. Event marketing needs to be aware of this problem. Because the event is controversial, if not properly handled, not only to achieve the effect of the promotion, but because of this controversy to screw up their own brand. We can see in the "I am Chongqing" time in the night of 10th to get a "stop bleeding." Lichuan, director of tourism, Sun Fu Min in "I have something to say" This explains: "Chongqing is the most close to Lichuan big city, is also the main source of Lichuan market, unless there is paste in the brain, otherwise will not do to offend the people of Chongqing, but not short-sighted to attract eyeballs to spoof Chongqing. The spoof of Chongqing is also not in line with the interests of Lichuan tourism. "Sun Fu Min wrote," A "I am Chongqing", was originally expressed Lichuan to Chongqing's closeness, friendliness and goodwill, but was a spoof to scold Chongqing. The reason is that many people have forgotten the true meaning of Chinese language, and succumbed to the so-called "new solution" of the network. The article also apologized to the citizens of Chongqing. At the same time also promptly removed the slogan, replaced by "neighboring Chongqing", the incident also ended.

From the "I am Chongqing" incident, we need to understand that event marketing is not a simple marketing tool, its ability to play a real success requires us from a full range, multi-angle direction to consider.

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