The difference between event marketing and network hype how to successfully operate event marketing

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Event Marketing (marketing) refers to the enterprise through the planning, organization and use of celebrity, news value and social impact of people or events, causing media, social groups and consumers interest and attention, in order to improve the visibility of enterprises or products, reputation, and establish a good brand image, And ultimately lead to the means and methods of selling the product or service.

Nowadays, the product brand more and more, want to occupy a place of the product must have a unique brand appeal to impress the target consumer group, and then form a substantial purchase behavior. But then comes the many brands in the various media noise interference degree is also increasing, thus reducing the brand attention rate, especially in some small and medium-sized brands in such a bad environment, to get more brand contact degree is even more difficult. And many brands rely on their own wishful thinking, so that the brand connotation is monotonous pale, the audience naturally can not be recognized from the spiritual level, so often do not reach the desired effect. This shows that today's brand demand faces two problems: 1, the media noise interference, resulting in low brand attention rate, 2, wishful thinking of brand connotation, so that target customers can not really identify with the heart. Problems often arise at the same time as solutions, imagine if the brand in the way to add experience and interaction between the two factors, and the formation of a specific event, so that the audience from the behavior and emotion to actively identify the brand demand, such a demand effect than the simple slogan to be more effective, this is actually event marketing. But how to form this particular event, and the theme of this event and brand appeal to combine it? What key elements do you need to pay attention to to achieve your intended purpose in the event marketing process? The following several issues to explore the event marketing, and through a practical case to demonstrate the above views.

A thorough understanding of a concept can often be learned from the most basic definition. Therefore, we must first understand the general definition of event marketing, event marketing (marketing) refers to the enterprise through the planning, organization and use of celebrity, news value and social impact of the people or events, to arouse the media, social groups and consumers interest and attention, in order to improve the visibility of enterprises or products, Reputation, establish a good brand image, and ultimately promote the product or service sales purposes of means and methods. From this concept we can draw the following information: 1, there are two ways to operate event marketing: Active planning and leveraging, and the two ways can be transformed by topic relativity (this can be called the Third Way); 2, the characteristics of event marketing: has relevance, public, news, participation experience and fun. 3, the purpose of event marketing: To improve sales and enhance the brand. The above information points are analyzed in detail below.

First, you can answer the first question, how to form a particular event. Mainly through two kinds of ways: active planning and leveraging. Active planning refers to the organization's initiative to design a series of projects in line with its own positioning, through a variety of ways to spread, so that the public is concerned about public hot spots; use of force refers to the organization of its own positioning to the social hot topic, through relevance (can be formal, can also be related to the connotation) To realize the public's focus on the hot topic to the organizational positioning of the focus of attention to integrate.

It is obvious that this particular event must have a correlation characteristic, that is, whether active planning or borrowing force use must let the event appeal and its own positioning has strong relevance, this correlation is often condensed into a theme, and throughout the event, rather than mechanically, forcibly grafted.

Second, the event to make more media, audience attention, the need for public and journalistic characteristics of the two. Public nature refers to the degree of influence of the content of the event. The criterion of judging the public nature depends mainly on the degree of its influence on the society. In general, the more people have an impact, the greater the public nature, the greater the value of the event, the news in a sense is to let the event become news, when an event, its own whether the news value of its own can be a certain form in some of the population to carry out a certain range of dissemination. When the event has a greater news value, and in the form of news to the public to form a similar soft text news theme, such events have a high value.

If the media and the audience are just concerned, only to say that the first step is completed, if an event organized by an organization can participate or experience with a particular group (which can be an act or an emotional experience), it can avoid the embarrassment of talking to yourself by a single brand, so the event topic set must be accessible or experienced.

The last is fun, fun is to let the audience feel a certain novelty, abnormal, identify, make it interested in the event, and then promote attention and participation. Interest can be understood as a catalyst for participation and experience.

From the point of view of event marketing, event marketing is only a way of sales promotion (Promot), so it has the basic function of increasing sales, but event marketing often interacts with the connotation of the brand and event, so the image and reputation of the brand will be promoted, This is more lasting than the pure promotion of sales, and it has long-term meaning to the brand image and sense of belonging.

From this, we can come to the beginning of this article to put forward a number of solutions to the problem, but it is worth mentioning that the design of the event must be a strong correlation with the demands of the brand itself, otherwise there will be the feeling of rote, and then achieve the desired goal. The following will be through the case of a brand beer in a prefecture-level cities to show how the brand beer with the help of the World Expo, the market for the operation of an event marketing success stories.

A brand beer is the regional brand of the local market, has been operating in the city for nearly more than 50 years, so brand awareness and loyalty is high, has been in the region's boss, but in the past two years by the national competition brand impact and squeeze, sales compared with the previous year has a significant decline, and some loyal consumers also began to switch to other brands. Because it is a local brand, has not implemented brand promotion activities, it can be said to rely on decades of accumulation of time to lay the Jiangshan. In the face of deep pockets of national brands with the impact of the expo to carry out a round of roadshow activities, market share was further eroded this grim situation, the brand manager decided to run an event marketing campaign to arouse the attention of consumers, the use of effective appeal to arouse consumer loyalty again, to improve sales and brand sense of belonging. In the case of low market coverage and weak funding, direct sponsorship of the World Expo is impossible, but consider whether you can do some articles at the Expo and use the influence of the expo to design an event.

First consider how to form this event, the brand manager decided to use the theme of the Expo, but can not directly use, so need to actively plan, and the concept of the World Expo (leveraging) and the event through the reciprocal transformation of the combination. Therefore, it is necessary to find out the relevance of the brand beer's own demand orientation and the connotation of the expo. We know that the connotation of the Expo is the retrospect of the past and the outlook for the future, is the inheritance and respect for the civilization of all mankind. A brand of beer in the prefecture-level operation for 50 years, can be said to witness the development of the city, but also witnessed the lives of people living in the city changes in the situation, with the city along with the development. As the most common FMCG, beer has more or less contact with almost everyone, so it has something to do with the lives of most people in the area. If the brand of beer can make more locals think about the past, recalling how many years ago drank the brand of beer and linked it to itself, the brand manager found the product's appeal, that the brand beer witnessed and traveled with the locals through the past. This theme has a strong correlation with the retrospect of the Expo and the outlook for the future. And then through the concise design of the theme of the event: Expo, you still only stay on the visit? In fact, you are a world. From this question, let the local people review their past and prospects for the future instead of just the expo, turn their eyes from the world to themselves, and draw the fact that they are also part of the world.

Then you need to consider whether the event is public and newsworthy. Because the nature of the beer itself means that it has a relationship with most people, it affects most of the city. To a degree, as with nostalgia put together, will arouse more people to recall the thoughts of the lost years. Digging up events from your emotions can get more people involved. Journalism mainly uses the 50-year celebration as an opportunity to design a series of soft Venlai with the local best-selling newspaper, and to show the public free of charge of representative products, pictures and manufacturing tools at each stage of the brewery in the Urban City Museum, and linked to the city's historic symbolic event at this stage to show that the brand beer is closely linked to the city's development, and that the city's television and newspapers have taken the initiative to make a special report on the event.

Event form In addition to the above mentioned show, there is a competition with local best-selling newspapers to organize essay and photographic works, to the community to solicit their own stories, through words and photographs to recall the past years. The slogan is: years, the feeling of that glass of wine-the days I walked with a beer. In this way, people's nostalgic thoughts and the brand of beer combined to enhance the participation and experience of the event.

The interest is mainly embodied in some ordinary old photos collected by the citizens, but through the display of old photos, in contrast to let the younger generation to discover the past and present, so that more people have intuitive perception of the past, and suddenly attracted a lot of people's eyes, and local newspapers because of this activity, sales are also higher than the same period, More people recall the past in these old photographs. And the prizes are mainly set up to visit the Expo tickets, Expo souvenirs and so on, these expo theme prizes also effectively stimulated more people to participate in.

A brand manager through the above incident planning, so that the emotional experience of beer in the hearts of local consumers to establish a link is not available to other brands, the brand's sense of belonging and loyalty to an unprecedented upgrade. and effective use of the theme of the Expo content, and effective grafting, so that the event marketing has a good expected effect.

Zhong: The difference between event marketing and network hype

Many enterprises (not limited to the business enterprise) as long as the "hype" the word, no excitement R04, the reason, most of which are such as "Beast Door, Kappa door, sister Furong, Feng" and other events of the hot hold of its high ROI return caused. Many traditional enterprises and pure business enterprises, we have a lot of friends will be interested in talking to me about this topic, many people often ask: "Zhong, as China's E-commerce Association of Senior experts and the market director of the show Car network, theory and actual combat experience is very rich, when you summed up the" hype "aspect of the content?" Today on the plane from Shanghai to Beijing, using the time to wait for the plane to make such a summary, hoping to inspire some of the colleagues to stimulate discussion or thinking.

In the advertising industry and public relations industry, such speculation is regarded as "event marketing" to operate, and the promotion of brand closely linked to the brand services to create a huge economic and social effects. In 2002, when I was in Beijing advertising industry for China Unicom, I personally executed many times, "event marketing", was the mobile "shipwreck incident marketing incident" stimulation, which is the most successful 133 mobile phone mailbox Breakthrough 3 million users of the event marketing. Can be careful analysis and research can be found that the event marketing and the current network hype regardless of the nature, purpose, means there are many differences, these differences are mainly manifested in the following four aspects:

1, Event marketing is more focused on the entire company's brand image, not only to get the eye and media coverage, there is a "brand awareness and reputation indicators", which is used to measure the advertising or public relations company's services are qualified, and hype most have a variety of purposes and most concentrated in the "personal behavior" of the hype , such as The Beast-beast door, the whole process is to "Beijing auto Show" to get a higher model of the appearance of the design, the means still in the way of xxx video, just such a video and dialogue record is not without textual research, the purpose of speculation is only one, to create a "China's first car model", Thus achieving greater economic effects for individuals and institutions. Following the establishment of personal brand will be through professional advertising/public relations company to re-establish: such as signing endorsement of online games, become cool six nets World Cup hosting.

2, the cost of event marketing is high, the scope of communication is limited, generally only targeted consumer groups, the network hype target crowd is all netizens, the spread of the wider the better.

3, Event marketing everything from products and brands, any way to damage the brand image is not permitted, there are strict standards; the internet hype mostly in the form of pornography, nasty and other controversial way to achieve word-of-mouth transmission, and these ways more easily get word-of-mouth communication and public comment.

4, Event marketing is ultimately to improve brand awareness and reputation, thus driving the sale of branded products; network hype is generally to improve the interests of individuals and institutions, not for commodity services.

So, is the event marketing very good and network hype bad? Of course, it can't be asserted. According to my experience, the two need to combine well, using their own characteristics for the business and commodity services, can achieve better results. These practical aspects of the content, later finishing up the article will be written and shared.