Why do companies like to do event marketing or take advantage of the situation marketing?
First, enterprises think that the marketing cost of taking advantage of the situation is very low. This is a very easy thing to understand. Take the big event that NASA discovered "Another Earth" today as an example. Many operators take advantage of the situation to market by thinking of a copy casually, and then let the designer design it a little and throw it into the circle of friends. I just want to spread my brand by being close to hot events when they happen. In fact, this is a bit taken for granted.
Second, the product itself lacks a selling point and needs external events to drive it. What kind of enterprises or products need to borrow? It must be the lack of selling points or highlights of our products in the near future that we need to take advantage of the situation. Taking advantage of the situation is actually to brush off the sense of existence and tell everyone that our company or product is still alive. That's all. In fact, the same hot spot has different copywriting, and many brand skills spread by taking advantage of the situation have no essential connection with the hot events that are taking place, but they are playing with words mechanically, which has no impact on many people and is even easily overlooked. In this case, in fact, almost all enterprises are doing useless marketing.
Third, public relations operations need performance, and marketing can brush out the sense of existence. In fact, many people who are engaged in public relations and operations are also aware that most of the so-called marketing by taking advantage of the situation is better than nothing, especially if they miss the early bus by taking advantage of the situation, and the effect may be close to zero. But why do they have to bite the bullet and take advantage of the situation when everyone is already playing badly? This can only be summed up in the end in order to brush the sense of existence in front of leaders and colleagues. To make it clear, in fact, these so-called borrowing marketing in the circle of friends may not really reach users at all, and the target of their marketing may only be their leaders. Look, leader, we haven't missed this event, and we have kept up with any hot spots. In short, we didn't make any mistakes in the final assessment, and all those who should take advantage of it took advantage of it. As for the effect, who cares?
How do enterprises plan a perfect event marketing?
1, event marketing can't violate national laws and regulations.
2. Event marketing can't lower the brand level.
To create an event:
1, determine the communication target.
2. Analyze the current public opinion environment.
3. Make a topic communication plan.
4, organize the topic implementation steps.
With the steps, we also need to have a clear event operation process. Here, I will introduce you to the process of completing the event marketing operation, for reference only:
1, make a planning plan according to the characteristics of the hyped object.
2. Select appropriate media (websites, news media and TV media) to release news.
3. Hold high-profile activities or make XXXXXX remarks in public.
4. Hire media people to sing a duet-causing controversy and becoming a hot spot.
5. Hire a network water army to increase the number of dissemination and reprints on the Internet.
6. Write news comments and publish condemning or questioning reports.
7. Expect a lot of media to follow the report.
8. Breaking the inside story.
9. Maintain the image.
Nowadays, online media is fast and interactive, which can better develop enterprise online marketing and make it produce greater value, which is also the value of event marketing. Event marketing pays attention to methods and innovation. Compared with other advertisements, event marketing has obvious advantages. Once it is successful, it will bring incalculable benefits, but it also needs to bear different risks. One set sail brand marketing planning reminds everyone that in event marketing, what is needed is the combination of product characteristics and media activities in order to achieve the effect of * * *. To do event marketing, we must think of a topic with bright spots and let everyone get a win-win situation, so that we can get continuous attention.
Enterprises must pay attention to risk control in the process of manufacturing event marketing. Here is a summary of the following items, please keep in mind.
1, security of event content. It is necessary to attract the media and netizens.
2, the creativity of the event is the most critical.
3. What kind of impact will the demand of event communication bring to customers? This is something you must consider.
4. The interest of the nature of the event. Event marketing itself is a win-win product, so our interests need to be estimated in advance.
5. The authenticity of the event. No matter what event marketing you do, your event itself must be true, naturally formed, or thought to be specially arranged and manufactured. But the authenticity must be guaranteed. )
In addition, we should pay attention to some key points in event planning: contacting the media, interpreting news events and creating news events.
1, news should be typical. News should be representative and significant.
2. The news should be interesting. News should have something that interests the public.
3. News should be a rare and well-known fact.
4. News should be close to the public. The closer to the public, the stronger the news.
5. The news should be targeted. Closely related to an event.
6. News should be timely. We should respond to the incident at the first time.
How to avoid an event marketing that makes wedding dresses for competitors?
1, establish a correct brand concept
To play event marketing, you must meet the elements of fun, entertainment, fun, or event news, otherwise you can't afford to play, but you can't be vulgar and exceed the bottom line. Xiaoyi thinks that event marketing can achieve rapid exposure in the short term to a certain extent for brand communication, but from a long-term perspective, the popularity and popularity established by temporary communication may not last long, and brand formation pays more attention to long-term reputation. Therefore, enterprises must establish a correct understanding of brand competition and a correct brand view to avoid going into the misunderstanding of brand building.
2. The accumulation of media cells
Based on the rapid development of the Internet, many brands have risen rapidly thanks to the spread of the Internet, and the competition among brands has become more intense. In the past, the fame of products was often based on the level of quality, price and service. However, the rapid development of the Internet era has subverted the tradition and the importance of brands has become more and more obvious. Now the establishment of brand concept pays more attention to the establishment of brand dependence, which is also a point that must be paid attention to in the process of brand marketing, which is often the accumulation of the process. Therefore, many big brands prefer to do simple brand exposure through the media or other channels to maintain the brand's impression in consumers' minds, instead of deliberately doing outrageous event marketing to explosively increase the exposure once or twice.
Event marketing is often favored by many entrepreneurial enterprises. Many start-ups choose event marketing in order to break out in a short time, but they often ignore the support behind event marketing. Event marketing is not so easy to control. After all, it is not easy to be a pig on the cusp. Many results-oriented leaders blindly demand results and exposure, but often ignore whether they have the self-media attributes and good team operation level formed by the accumulation of media cells. Just like many enterprises in China deliberately imitate Xiaomi, it is difficult to have a second Xiaomi, and so is event marketing. Without relevant self-media accumulation and exploration, it is not easy!
3. Are you the maker of the event or the borrower?
When it comes to hot marketing, many people will think of Durex. Durex can be said to be a production machine of pornographic jokes, but at the same time, it can grasp the current hot events, cater to the interests and preferences of the audience, and do real-time marketing well. We pay attention to Weibo of Durex, and often find Durex's creative brand implantation, and each article is interesting. However, we found that he would always pay attention to one thing: not exceeding the bottom line and playing with the edge is very good, which also reflects Durex's perfection in playing copywriting.
For event marketing, whether it is for the manufacture of events or taking advantage of the situation, this requires very high requirements for the corresponding planners. Xiaoyi found that at present, most public relations communication companies do whatever it takes to create viral event marketing, and at this time, the comprehensive ability of enterprise-related planners is particularly high. Often in enterprises, we will inevitably find that many people think they know everything, which is the shortcoming of human nature. We find that many people who play technology have a good grasp of brand marketing and market, and they can feel good about everything. There is no denying that there are wizards, but be alert-it is best to find professional people to do professional things, otherwise problems will easily occur sooner or later. So we will find that large and medium-sized enterprises that have really done it for a long time do it very well, while in many small enterprises, we often find all kinds of people who can do everything. Talking about people, people who can do anything are really good, but from the perspective of enterprise management, this is a chaotic management, and there seems to be no big problem on the surface, but in the long run, problems will often emerge one after another. The systematicness of such enterprises will be very poor, and the systematicness of enterprises often determines the progress efficiency, operation level and adjustment speed of projects, which is also a major reason for the premature death of many projects.
Needless to say, how to publish information through traditional media and spread the brand through the company's own social media is a basic skill. How to form a strong public opinion field from media, forums and social media depends on whether enterprises can find the following five types of people:
These five types of people are the fuse of your marketing of this event:
1, find a group of seed users, establish emotional contact, and let them speak for you naturally. These users need to be active in various social media, Weibo, WeChat, forums and post bars, and speak enthusiastically, which can drive a group of people. It is no exaggeration to say that identifying these seed users is the foundation of product success, and it is also the lifeblood of life and death for start-up enterprises. If your first seed users can't stay and maintain, the vitality of the product can be imagined. Finding these users requires careful maintenance to make them iron powder. Iron powder means that even if the product has certain defects, they still treat you like the first love, and the emotional threshold is the biggest threshold.
2. Find a few star users. The stars here are not just entertainment stars, but also many social well-known or opinion leaders, so that they can love your products. If you have nothing to do, just post photos of your products on Weibo and WeChat to show off the functions of your products and spread your ideas and values.
3, find a group of folk critics, so that they can often speak for you online, and have a certain ability to write and debate. There are many media people and professionals who run self-media in their spare time, and their comments can often play a good role in communication.
4. Find a group of loyal journalists, respond to their product demands in time, and make journalists your fans. There is a media platform behind journalists, which has certain advantages in communication. Their information is transmitted through the media, which has a larger radiation area and a long attenuation time, and is easy to spread in a wide range.
5. Find your employees who love your products, which is often overlooked by many companies. In fact, employees are the first-line product experiencers, the people who know the company best, and also important communication molecules. Some employees of enterprises are outside, and when they meet strangers, they can talk a lot, and when they meet acquaintances, they say, in fact, that whose product is better. If employees don't love the company's products, this product will not go far.
Article source: Prophet brand (copyright belongs to the original author) Image source: Network