What Is Event Marketing?

Event Marketing is the process of planning, organizing, and using people or events with news value, social impact, and celebrity effects to attract the interest and attention of the media, social groups, and consumers, in order to increase the visibility of the company or product, Reputation, means and methods to establish a good brand image and ultimately promote the purpose of selling products or services.

Event Marketing

Event Marketing is the process of planning, organizing, and using people or events with news value, social impact, and celebrity effects to attract the interest and attention of the media, social groups, and consumers, in order to increase the visibility of the company or product, Good reputation

Event marketing is called Event Marketing in English, and some people in China have translated it into "event marketing" or "event marketing"

1. Purpose

Event marketing should have a clear purpose, which is completely consistent with the purpose of advertising. The first step in event marketing planning is to determine your own purpose, and then make clear what kind of news can make the recipient of the news achieve their own purpose.

Often news in a certain field will only be of interest to a specific media and will eventually be reported. The readership of this media is relatively fixed.

2.Risk

The risks of event marketing come from the uncontrollable media and the news receivers' understanding of news. Although the company's popularity has expanded, once the public learns the truth of the matter, it will likely have a certain amount of antipathy towards the company, which will eventually harm the company's interests.

3.Low cost

Event marketing is generally mainly expressed in soft text form, so as to achieve the purpose of communication, so event marketing is much cheaper than print media advertising. The most important feature of event marketing is to use the existing very sophisticated news machines to achieve the purpose of communication. Since all news is free and there is no interest in the production of all news, it does not cost money to produce news. Event marketing should be classified as a company's public relations behavior rather than advertising behavior. Although the vast majority of companies will list media budgets when conducting public relations activities, strictly speaking, a publicity event with sufficient news significance should fully arouse the attention of the news media and the desire to interview.

4. Diversity

Event marketing is a very popular method of public relations and marketing at home and abroad. It has a variety of characteristics. It can integrate news effects, advertising effects, public relations, image communication, and customer relationships to conduct marketing planning. Sexual event marketing has become a weapon in the process of marketing communications.

5. Novelty

Most audiences are novel, anomalous, and abnormal. Event marketing is often conducted through current hot events. Event marketing is to show the hottest things to customers. Therefore, it is not as popular as many excess promotional spam ads. Users find it very offensive. After all, under the Chinese system, there are not many creative advertisements, and there are too many bad advertisements like "Hengyuanxiang", and event marketing more reflects its novelty and attracts users to click.

6, the effect is obvious

Generally through an event marketing, many users can gather to discuss this event, and then many portal sites will reprint, the effect is obvious.

7. Be realistic and pragmatic

The Internet has completely broken the information imbalance between the theme of communication and the audience. Therefore, event marketing is not a malicious hype. It must first be realistic and not falsify. This is the most basic requirement for corporate network event marketing. This includes both the fact that the event plan itself must be "true", as well as the network propagation derived from the "incident".

8.Be good

The so-called "goodness-oriented" means that the planning of events and the spread of the Internet must be done: consciously safeguard the public interest, and have the courage to assume social responsibilities.

As market competition becomes more and more fierce, and the company's marketing management also continues to mature, companies must plan out event marketing when they promote their brands. They must step out of the misunderstanding centered on "private interests". We must safeguard the "public interest" of society. Consciously considering and safeguarding the public interest should also become a basic belief in modern network event marketing. And marketing practice also proves that consciously protecting the public interest is more conducive to the company's goals. On the contrary, if the company is only pursuing its own self-interest, it must invest more energy and financial resources to deal with the troubles and obstacles that could be avoided.

9. Strive for perfection

The so-called "perfect" requires that network event planning should pay attention to the self-improvement of corporate and organizational behavior, pay attention to the style of network communication, and show the wisdom of creative planners.

When using the Internet for event dissemination, companies should arrange specialized personnel to control the dissemination of network information, not only to grasp the comprehensive status of the enterprise, but also to use the characteristics of the network media, and to respect the feelings and rights of the public and protect the Smooth and complete, and ultimately protect the self-interest of the enterprise.

The characteristics of event marketing should be targeted, proactive, confidential, uncontrollable risks, affinity, fun and so on.

1. Targeting: The most important characteristic of event marketing is targeting. In a sense, event marketing is to capture business opportunities at the hottest events in each time period, and then use this event to generate new ideas and create events that are completely related to this event. In addition, there is another way, which is to create your own events and targeted marketing.

2. Initiative: Whether it is creative marketing or event marketing, the initiative of event marketing is always owned by the marketer, so the marketer has full initiative. Therefore, you must take the initiative when doing event marketing, be good at discovering events, and don't wait for the events to come out for a long time before you do marketing.

3. Confidentiality: When doing event marketing, the initiative determines the confidentiality of the event. Before we do marketing, all data is confidential, and it must be highly confidential. This is why the major search engines are interested (original).

4. Uncontrollable risk: Borrowing power is the core of event marketing, so event marketing also has the possibility of being borrowed by others. There are some unpredictable risks. The bigger the marketing, the greater the risk. Bigger.

5. Affordability: The hottest events of each day are unlikely to be many, and in the process of marketing things, the first thing is to borrow something that happened to someone else, then this thing inherits the affinity of some of the original events.

6. Fun: Many events happen every day, but it is impossible for everything to become a hot spot. And the freedom of speech makes the event present a trend of controversy. From a general psychological perspective, the event has certain observability and interest, so it can be used as our event marketing material.

7. Temporary weight: From the perspective of search engines, search engines will give us a relatively high temporary weight for news elements in event marketing.

8. Guideability: The temporary weight of event marketing is very guideable to internet marketing. When using the temporary weight given to us by the search engine, if it can be handled properly, it can make it very short-term. Big weight boot function.

The dissemination of news has very strict rules. When an event occurs, does it have

Whether news can be focused on depends on its value. The value of news is determined by the quality of the objective facts that make up this news to meet the needs of society. A successful event marketing must include one of the following four elements, the more these elements contain, the greater the chance of successful event marketing. Elements of news value as well as elements of event marketing success include:

(1) The original motivation of event marketing-scarcity of attention. "Attention is the mental concentration of a certain piece of information. When various kinds of information enter the consciousness range of the human body, people will pay attention to a specific piece of information and then decide whether to take action." Attention is a kind of information for enterprises. Resources that can be transformed into economic effects, and hold the attention of the public, also has the motivation of event marketing.

(2) The bridge to event marketing-the setting of the mass media agenda. The so-called mass media agenda setting is simply that the mass media has a function of setting the agenda for the public. The media's news reports and information transmission activities give various degrees of significance to various topics, affecting people's "Big events" in the surrounding world and their importance. Therefore, if an enterprise wants to successfully implement an event marketing, it must be good at using the mass media. Only by relying on the mass communication activities such as news and advertising carried out by the media to create an environment conducive to the company's social public opinion, can it help the company to reach the potential or The purpose of building momentum has attracted wide public attention. Therefore, the mass media agenda setting is the bridge to event marketing.

(3) Necessary ways of event marketing-integrating marketing resources. Marketing master Philip Kotler believes that integrated marketing means that all departments of the company work together to serve the interests of customers. It has two meanings. One is that different marketing methods work together, and the other is that the marketing department works with other departments. Enterprise integration resources are manifested in integrating multiple media release channels, integrating information disseminated by multiple media channels, and integrating multiple marketing tools.

The entry point of event marketing comes down to three categories, namely public welfare, focus and crisis. All three types of events are of concern to consumers, so they have high news value, communication value and social influence.

The fast speed and strong interactivity of online media can better carry out corporate marketing and generate greater value. This is the value of event marketing.

Event marketing pays attention to methods and innovations. Compared with other advertising, the advantages of event marketing are obvious. Once successful, the benefits are immeasurable, but they also need to bear the same risks.

In event marketing, many large-scale events often get many people to discuss, such as the Spring Festival Gala we saw, many people discussed on the Internet, and the effect of the Spring Festival Gala was constantly enlarged in people's discussions, The companies that have invested in them also get a higher degree of attention, which is like an additional return to the company. Therefore, in order to achieve the resonance effect, what is needed is the matching of product characteristics and media activities.

In event marketing, you must think about bright topics and let everyone get a win-win situation, so that people can continue to pay attention.

Event marketing advantages

Event marketing requires less investment, higher output, and higher returns

A large number of facts have proved that good event marketing returns more than other forms of advertising, both in terms of investment and promotion of visibility.

Event marketing is highly penetrating

Compared with advertising and other communication activities, event marketing has a strong penetration.

Comprehensive event marketing

Event marketing combines news effects, advertising effects, public relations, and image communication

Event marketing, by integrating various resources such as society, companies, customers, etc., creates news that attracts a large number of media and customers, and uses the news to attract public discussion, form a word of mouth, play a word-of-mouth advertising effect, and achieve the purpose of marketing communication .

Event marketing diversity

Event marketing can avoid information interference caused by media diversification

Excessive information dissemination and information interference caused by media diversification have also greatly reduced many disseminations. However, event marketing can quickly capture the public's "eyeball" and provide the effectiveness of information dissemination. The competition in the dairy industry may be the fiercest among consumer products in recent years. First from "one place and multiple products" to "one place and one product", and then from "one place and one product" to "multiple places and multiple products". In recent years, the trend of re-concentration of leading brands and re-division of the market structure has become increasingly apparent. As a result, the dairy industry has also ushered in an eventful autumn. Yili's Zheng Junhuai incident, Fuyang's poisoned milk powder incident, Nestlé's iodine over standard incident, and bright milk recycling incidents, etc., are explaining that the increasingly fierce price war, channel war, and promotion war Some companies have overdrawn their resources. Getting rid of the quagmire of increasing homogeneity has become the only choice for many dairy companies. Mengniu used the incident of Super Girl to distinguish it from homogeneous products and improve the attention rate of products.

Event marketing restrictions

News processing is full of accidental factors, and not all news raw materials can be presented in the newspaper you read in the morning. Because news has its own losses. So for event planners, it is important to understand this concept and minimize this loss.

Communicator's own restrictions

News editors' news sensitivity, writing ability, editing skills, and knowledge cultivation all directly affect the realization of news value. The professional ability of journalists is an important factor affecting the realization of news value. However, the reporter couldn't immediately comprehend the painstaking efforts of the planner. Instead, he regarded it as an ordinary incident and had nothing to write about. Sometimes, because reporters encounter certain difficulties when interviewing and obtaining information, they may also give up interviews. The solution to this problem can only be resolved by the relationship between the event planner and the media. Generally, if a unit can maintain a long-term good relationship with the media and provide reporters and editors with the convenience of an interview as much as possible, it should be able to achieve good results.

Restrictions on the media

The technical level and quality of the media are also factors that affect the realization of news value. The cameraman s lens has not yet been driven well. The news event has ended. To avoid such unexpected situations, records should be arranged in advance, and these materials can be provided to reporters for adoption.

Restrictions on news recipients

The level of cultural knowledge and acceptance of newspaper readers, radio listeners and television viewers also has an impact on the realization of event marketing.

Readers are people who have their own thinking. They often generate their own unique associations by reading the news. Sometimes this association is good for event marketing planners, sometimes it is quite bad.