Using news events to quickly launch event marketing

The so-called event marketing, refers to the enterprise through the planning, organization and use of the news value, social impact and celebrity celebrities or events, to attract media, social groups and consumers of interest and concern, in order to improve the visibility of enterprises or products, reputation, and establish a good brand image, And ultimately to promote the sale of products or services means and methods. Because this kind of marketing way has the widespread, the sudden strong, in the short time can make the information to reach the biggest, the optimal dissemination effect, for the enterprise saves the massive propaganda cost and so on the characteristic, in recent years more and more became popular in the domestic and foreign public relations dissemination and the marketing promotion means.

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.

What is the event marketing, through the planning of people, objects, scenery, events and other content through publicity to promote the impact of social events, arouse people's interest and concern, in order to improve publicity and awareness, improve the image, to event-oriented, planning and promotion of a means and means.

News Event Marketing

May 12, 2008 14:28 P.M., Sichuan Province Wenchuan County occurred in 7. The 8 magnitude earthquake affects the hearts of hundreds of millions of Chinese. Sina News in time to open "earthquake" related topics, the first time to pay attention to disaster situation, in the Netizen set up a good site authority.

Marketing of public opinion events

In the collection of earthquakes that moment, "fan ran"-fan abandoned the students regardless of the first ran out of the classroom, escape, and then Tianya online claiming that "in this moment of life and death, only for my daughter I may consider sacrificing themselves, other people, even my mother, in this case I will not tube," the most netizens accuse cowards , the most netizens call it "the most shameless teacher" "run faster than the rabbit" The incident fan was forced to revoke the teacher certification, directly laid off.

Promotional Events Marketing

"Tomato Garden Incident" is Microsoft a strong anti-piracy campaign, "Hotta" piracy by the National Copyright Administration and the Ministry of Public Security complaints to the tomato Garden version of Windows XP author Hong Lei, using the Microsoft System to transform and spread the Windows XP piracy system rampant, affecting the legitimate Windows XP sales , violating intellectual property rights and genuine software sales and market share, through this incident, showing Microsoft's determination and stance against piracy, this campaign has affected China's pirated Windows XP market, including deep version, rain forest wind version, computer company installed version, Platinum Garden version, radish home version, speed Studio version, Connaught version, Wing technology version of the company, groups, individuals have stopped pirated Windows XP development and production and dissemination.