What Is a Marketing Campaign?

Activity marketing is called Marketing activities in English. Some people in China have translated it into "marketing", which is actually not accurate. The so-called event marketing refers to a marketing method in which a company rapidly increases the visibility of the company and its brand, reputation, and influence by intervening in major social activities or integrating large-scale activities to plan large-scale activities.

Event marketing

Activity marketing is called Marketing activities in English. Some people in China have translated it into "marketing", which is actually not accurate. The so-called event marketing refers to a marketing method in which a company rapidly increases the visibility of the company and its brand, reputation, and influence by intervening in major social activities or integrating large-scale activities to plan large-scale activities.

To put it simply, event marketing is marketing based on events, taking the event as a carrier, so that the company can gain brand promotion or sales growth.

Chinese name

Event marketing

Foreign name

Marketing activities

Explanation

Marketing around events

Carrier

activity

1.Improve brand influence

A good event marketing can not only attract consumers' attention, but also convey the core value of the brand, and then enhance the brand's influence. So, how to make the core value of the brand recognized by consumers?-

1. Attract incremental ads

In the real estate market, media advertising can be divided into two categories, one is conventional advertising, and the other is incremental advertising. The former is generally included in the real estate marketing promotion plan by the developer, and the latter is an unplanned and additional advertisement. The popular point is that the advertisement can be made or not. In a mature and highly competitive market, conventional advertising has been unable to meet the growth of media business goals. At this time, developing market incremental advertising through event marketing will inevitably become a new idea in media management.

A brief analysis reveals that conventional advertisements are often simple sales advertisements. The content published is the basic information of the real estate, the main selling point. In the incremental advertisements brought by event marketing, sales are a demand, but more Is a kind of image publicity, personality selling point promotion. The two forms of advertising content constitute a complete real estate advertising market.

2. Create and monopolize news resources

Media-sponsored events are often the media's exclusive news bounty. For example, in 2002, the promotion activity of "Ultimate Property" proposed by Shenzhen Special Economic Zone Newspaper was launched in Shenzhen, Beijing, Shanghai, Shenyang, Changsha, Guiyang, Changchun, Chengdu and other major cities. They have also raised the banner of "ultimate home ownership", setting off a huge and far-reaching "ultimate home purchase" tide, and the SAR newspaper has become a source of concepts and a continuous output of news resources.

3 Increase customer dependency and loyalty.

Tailor-made activities for customers make the real estate newspaper layout a special platform for developers to promote development concepts. Strong news combined with advertising can make developers' real estate become the "first reading" of the market, thus achieving the purpose of promotion and marketing . And all of this can be formed under the premise of the marketing of mainstream media activities. In order to achieve this purpose, the developer's loyalty and dependence on the mainstream media will definitely be stronger and stronger.

4 Price packages compete for market

At present, competition in the media market is becoming more and more fierce. In addition to the ratio of circulation, layout, audience, and advertising services, prices have also become a weapon for media competition. It is called a "weapon" because blindly engaging in price competition will definitely fall into the vicious circle of "price war", and the result can only be defeated; and the proper price temptation can grab a larger market share. Various media Have to do it in business.

The launch of the event package price through the event has a certain discount compared to normal advertising, but it will not impact the entire price system and win more ads at the same time. In addition, preferential package prices are often bundled sales, wholesale layouts, and small profits but quick turnover. In a certain period of time, developers' advertising investment has been locked and their promotion rhythm has been mastered.

1. Promote by concept

The concept is a product of the attention economy, and is a reflection of the modalities of a certain stage of the media economy. The purpose is to use the original height of the concept and pedal bounce to quickly attract the eye to achieve the maximum, fastest and deepest dissemination effect.

The design of the concept should have some minimum requirements and some direct judgment criteria. The concept design must first have "three degrees", the freshness of the market, the height of sociology and the relevance of the project. The freshness is to catch the eye, the height is to increase the space, and the relevance is to improve the return rate.

In recent years, the Shenzhen Special Economic Zone News has promoted concepts based on concepts such as education real estate, sports real estate, health real estate, new cities, new suburbs, landscape real estate, golf real estate, etc ...

2. The perspective of promoting media by area is different from that of developers. It can carry out real estate marketing promotion with a longer and broader perspective. Area promotion is the advantage of media for event marketing.

Luohu's "Landscape at Home", Yantian "Gold Coast", Futian "Central West District", Nanshan "Houhai Life" and other large regional concepts co-produced by developers, intermediaries and the media were quickly recognized by the market. For example, after the opening of Binhai Avenue, the Houhai living quarters, the property level has been rising all the way, and the overall price level has increased by about 10%.

3 Promotion by property type

This perspective is relatively straightforward. Large-scale markets, small units, luxury homes, villas, shops, office buildings, etc. The promotion of various types of properties is centralized. The advantage is that they are highly targeted and the needs of home buyers of various types of properties are different. The Shenzhen Stock Exchange's most successful event was the broader market movement. This activity redefines the existence of the Shenzhen broader market and has led Shenzhen's broader market home buying fever.

1 Network activity in which users share experiences.

2 Draft network activities.

3 Forum building and sharing network activities.

4 Blog grabbing sofa or essay-like network activities.

5 Video solicitation and contest network activities.

6 Retweets, big roulette, blessings, photos, etc. on Weibo. ^[2]

Event marketing is not only a combination of advertising, promotion, public relations, promotion and other integrated marketing methods, but also a new marketing model based on brand marketing, relationship marketing, data marketing.

Compared with pure media communication and advertising, event marketing has at least the following two advantages:

Change from passive to active

From the perspective of consumers, purely media communication and advertising are passive acceptance, and public relations activities are more about attracting the active participation of target audiences, and learning more about product and brand information through experience.

Therefore, event marketing has a higher reach rate and better results, which is more conducive for companies to pass product information and brand information to target audiences, and ultimately achieve the purpose of promoting sales.

Reach consumers from zero distance

Pure news dissemination and advertising require carriers (TV, newspapers, street signs, etc.) to achieve the connection between enterprises and consumers, while event marketing is to communicate directly with consumers.

Events marketing practical notes

Deng Chaoming

ISBN 978-7-121-14951-1

Published January 2012

Price: 45.00 yuan

16K

336 pages

A must-read marketing book for 80 million marketers

Event marketing author profile

Deng Chaoming marketing planner of actual combat, general plan of Yingdao marketing consulting agency, general manager of Beijing Hanyan Ranch Information Technology Co., Ltd., chief analyst of Beijing Huoyun Consulting Center, created F4 topic marketing, FEA integrated marketing communication system, F6 endorsement The network integrates marketing communications, the "four marketing forces", and "collaborative marketing" models, and other marketing operations systems.

Focusing on the business growth and success of companies in the home building materials, home appliances, education and training industries, successively for Wendu Group, Olin Technology, 3A Environmentally Friendly Paint, BNN, Xinghui Ceramics, Zhuoyuan Ceramics, Ausman Bathroom, Gold Medal Bathroom , Hengjie Sanitary Ware, O'Connor, Shenluda, Apollo, Special Ceramics, Gold Medal Ceramics, Taobao.com, Aige, Golden Rudder Ceramics, Dynasty Furniture, O'Connor Ceramics, Callis Lacquer, Yigao Sanitary ware, Jindisa Sanitary Ware and more than 50 companies have provided marketing planning, brand communication, online marketing services, and successively launched "China's Hundred Brands Win-Win Project", "New Media Marketing Initiative", "Eagle Plan", " "Golden Seed Plan", "Butterfly Change Plan", "One Hundred Cities Plan", "Chinese Enterprises Climbing the Peak and Flag Action" and many other strategic actions dedicated to the leap-forward development of Chinese visionary enterprises.

"Advertiser" magazine and more than ten marketing and financial media have opened a "Clear Inspection Marketing" column, and have published nearly a thousand articles and 1 million words in various brands, marketing, management, Internet, and home building materials company business strategy and review articles. Elaborately created "Win Road Series" and "Fire Cloud Series", published the business management book "Win Road: 28 Commandments of Successful Entrepreneurs" in 2009 (Win Road Series I, Tsinghua University Press), and published "Network Integration" at the end of 2010 Marketing Practice "(Win Road Series II, Shantou University Press).

In recent years, it has proposed "adding care to marketing" and launched the public welfare project of Yanming Action. With the company's revenue from 1 million to 100 million, the company's profits are accrued in stages of 5% -20% into "Yan "Ming Action" is used for social welfare activities such as helping schools and teaching, rewarding excellent service, helping the poor, helping the disabled, helping the disabled, disaster relief, and fighting the epidemic. At the end of 2010, public welfare projects have been started one after another, and a few days ago, arrangements have been made to invest in the establishment of a scholarship and donations for primary schools.

In 2011, an eco-agriculture project was opened, and the Southwest Hanyan Pasture Ecological Park was started in Pingchang County, Sichuan Province. It is an attempt to engage in an ecological park model that integrates culture, ecology, agriculture, forests, countryside, culture, tourism, history, and e-commerce.

Event Marketing Catalog

Chapter 1: Associate Digital Marketing: From Hidden in the Deep to Popular All Over the World 1

Chapter 2 Which Industries Are Suitable: The Industrial Marriage of Internet Marketing 7

Chapter 3 Homework: Depth & Precision Analysis 23

Chapter 4: Several Routes and Stunts: Integration, Virus, Interaction, Word of Mouth, etc. 35

Chapter Twelve Twelve Ways to Decrypt 57

Chapter VI Living Environment and Ecological Environment 79

Chapter 7 Planning Is Still the Core 89

Chapter VIII Eleven Promotion Content Creation 95

Chapter Nine Ten Weapons: Communication Channels in Digital Marketing 129

Chapter 10: Those Companies: Marketing Storms 145

Chapter Eleven Those: Internet Marketing List 155

Chapter 12 How to Formulate Internet Marketing Strategies and Programs 165

Chapter XIII Several Guarantees During Implementation 187

Chapter 14 Measurement of Promotional Effect 195

Chapter XV Restores the "Water Army" 213

Chapter 16 From Topic Marketing 219

Chapter 17 Event Marketing: Let the momentum fly 231

Chapter 18 Practice of Event Marketing 249

Chapter 19 The Hilarity of Anime / Picture Marketing 265

Chapter 20 Video Hot Dance 277

Chapter 21 Brand Survival Principles in the Digital Age 291

Chapter 22 The Road to Systematization: Striving for Integrated Marketing

Chapter Twenty-three Collaborative Marketing: Exploration from Communication to Mobile Marketing 309

Chapter 24. How Individuals Develop Digital Marketing Skills 315

Chapter 25 Digital Marketing Tool Library 321

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