The most affordable communication: The key point of event marketing planning (II.)

The key point of the marketing communication is to understand the media, to interpret news events and to make news events.

I. Understanding the MEDIA

Event marketing is through the production of news events, to attract media attention, through the media dissemination, to achieve the intended publicity purposes. Therefore, understanding the media is a prerequisite for event marketing.

As we all know, the competition between the Western media is very fierce, and China's media development today, the logic of marketization is also promoting its change, the first is to focus on the media self-image remodeling and packaging; Secondly, efforts through various methods and means to strengthen the media-related content of the "sales", such as capture, build news "Selling point", The news hype and news planning.

The above changes reflect the competition between the media in China is gradually intensified, and its significant external performance is that the media began from the original "Wait for the material" to the active "look for material" change, many media to seek through various channels to obtain news events "exclusive interview right." All the media to reach out to all corners of society, to find all kinds of news events, this undoubtedly to be good at manufacturing news Enterprises to provide greater publicity opportunities, enterprises can use their own in the news and get more attention to the fact that to achieve their own propaganda purposes. Enterprises should make full use of this feature of the media.

It should be noted that competition between specific media is conducted in specific markets, there is a phrase called "market creates the media", different markets create different media, the market can be divided into: the male market and the female market, the world market and regional markets, capital markets and commodity markets, rural markets and urban markets, etc. Different media are serving different markets, and of course there are some overlapping. Therefore, the enterprise in the event marketing first to determine their own target audience, and then through different media to spread.

Ii. Interpreting News Events

News events are the most recent, emerging, or newly discovered and socially significant facts that arouse public interest. News event is a kind of marketing means which is very considerable in input-output efficiency, and also the "carrier" of event marketing. But many companies are still unfamiliar with the use of news events, many people do not understand the news, not to write press releases. Therefore, we need to explain the main characteristics of the news:

--The news should be typical. The news should be representative and significant;

--News to be interesting. News should have a point of interest to the public;

News should be fresh. News should provide a unique message;

--News to be scarce. News should be a rare and rarely seen fact;

News should be close to the public. The more close to the public, the stronger the news;

--The news should be targeted. to fasten an event;

--The news should be time-sensitive. To respond to events at the first time.

To satisfy the audience's desire and curiosity is the basic purpose of news events; news events can only be changed into real news through the dissemination of news, therefore, news communication is the essence of news.

III. Manufacturing of news events

The so-called "manufacturing News", also known as news Planning, is a creative plan for news activities. By the creation of a marketer's brain, an event that might otherwise not be newsworthy can be given news. Or carefully planned, consciously arranging for certain newsworthy events to take place within a selected period of time, thereby creating news events suitable for media coverage.

News planning refers to the news planning of Enterprise's event marketing and enterprise brand image, which is not a concept with the real media news planning. The so-called Enterprise news planning, is the enterprise marketing planners, or journalists, from the actual business and marketing needs, according to the law of news, "manufacturing" news events and news hotspots, to attract news media attention and report, in order to establish enterprises and brand image, create a good external development environment for enterprises, create product market, Cultivate and cultivate the consumption demand so as to compete with the products of other enterprises and sell the products. This is a kind of commercial economic behavior which has the news value in the aspects of commodity quality, service level and management strategy.

The difference between corporate news planning and media news planning is that media news is the search for news and news, while corporate news planning is to find and excavate the news in the process of enterprise management, and a large number of people make or use news events to attract the attention of news media and audiences. Then by the reporters or internal planners stand on the objective and impartial position, with the fact that the report, with the facts, resulting in news phenomena and effects.

The difference between corporate advertising planning and ordinary advertising planning is that advertising is often an artistic, direct and obvious publicity. And the enterprise's news plan, is the planner or the media reporter in the third party's standpoint uses the news fact to speak, or use public interest activities to inspire consumers, not their own good, but let the public, consumers say well; news and advertising comparison, the biggest advantage is easy to close the distance with consumers, high credibility, strong charisma, is prone to sensational effects; In addition, another advantage of news planning is that news planning is relatively inexpensive and can even be spent without money. And advertising often has to invest heavily.

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