Event planning is an effective way to increase market share. An event planning project with outstanding creativity and good executability and operability will play a positive role in both the visibility of the company and the reputation of the brand.

The improving effect.

The activity planning case is relative to the market planning case. Strictly speaking, it is subordinate to the market planning case. They are interconnected and complementary to each other.

All are subordinate to the overall marketing ideas and models of the enterprise. Only market planning and event planning made under this premise are advertising behaviors with integrity and continuity. Only in this way can the audience group agree with a

The cultural connotation of the brand, and the event planning plan can only enable the company to maintain stable market sales by following the overall market planning plan.

The main classification of event planning is marketing-oriented event planning, which refers to theme planning whose activities are mainly focused on profitable sales and supplemented by brand promotion.

Such as the 2002 China Southern Auto Show, the 2002 National Day Real Estate Exhibition and the first Guangdong Entrepreneurs VS Chinese Stars Football Game.

There is no doubt that these event planning are also improving the brand awareness of newspapers, but the original intention of the organizers is often to use the event as a tipping point to attract advertising from corporate customers and ticket resources from readers and target consumers.

A single ticket for the 2002 China Southern Auto Show brought hundreds of thousands of yuan in revenue to the organizers. In addition, there was a large amount of preliminary and follow-up newspaper advertising revenue. The marketing performance impressed the peers.

The main feature of this type of activity is that the activity itself is a "magnetic field" with enough charm to attract customer enthusiasm and consumer attention.

Communication-led event planning aims at brand promotion and popularization: it refers to planning that focuses on brand promotion and supplemented by profitable sales.

Nobel Prize winner’s trip to Guangdong, community film tour, concept fashion show and customer networking event, Chinese Film Media Awards, etc.

This type of activity focuses on the dissemination of media image. LOGO and newspaper layout pictures appear in the form of background boards, single volumes (pages), posters, white papers, gifts, etc. In addition, relevant leaders of the newspaper office participate in the opening, awarding, lottery or closing ceremony of the event, often

Bring about a shocking moment.

For the purpose of entertainment and political overtones: refers to planning carried out under the instructions of others or human arrangements.

For example, the group organizes life parties, social dances, etc.

This type of activity is relatively not very large-scale, because it is usually focused on school students, so it is not very profitable and promotional.

Relatively speaking, this purpose is relatively strong.

Generally, it is in response to various document calls from the country, province (city), and school, or to enhance the emotional connection between people.

At first glance, the forms are relatively rich, such as singing, dancing, poetry recitation, on-site poetry and painting, question answering, playing games, etc.

Hybrid event planning combines the characteristics of the above two types, doing both marketing and communication, and is a "have your cake and eat it too" type, such as the 2002 Guangdong Communication Festival, China Wine Industry Fortune Forum, World Chinese Advertising Forum, etc.

These activities often require customers to place an order to participate in a fixed amount of advertising, and readers to purchase newspapers (cut corners) as prerequisites to be eligible to participate in the activities, and the activities themselves will also be accompanied by massive brand promotions.

In the current increasingly fierce competition in the media management market, media will increasingly play the role of enterprises or quasi-enterprises, and will increasingly rely on marketing-led and hybrid event planning. This field will also become the future of major domestic media.

battlefield.

Five elements of event planning A complete event planning should have the following five elements. The five elements of event planning are: 1. Whether the attraction can attract the attention of users is the basis for the success of event promotion planning.

In an event promotion plan, in order to fully attract users' attention and participation, it is necessary to seize the hot spots that the user group attaches great importance to, treat users with affection and benefit, stimulate users' enthusiasm, and promote users to be very active.

of participation.

To improve the attractiveness of an event, you need to be creative, and the planned theme must be able to reflect the user's curiosity, sense of honor, self-worth, sense of responsibility, ownership, interests and other needs, and appropriate spiritual or material encouragement should also be given.

It will greatly increase users’ attention and awareness of participation.

This year's Taobao Breast Beauty Contest was very successful. It satisfied women's self-expression and sense of honor, and also satisfied the beauty-hunting mentality of male users, so it caused a huge sensation on the Chinese Internet.

2. Credibility: If the event planning is well planned, it also needs to have a certain degree of credibility so that users can trust you.

Especially entrepreneurial websites have basically no visibility. No matter how well planned your event is, if users have never heard of your website, and users do not have a strong sense of recognition, then not many people will participate in your event.

The promotion effect is not very big.

And how to enhance the credibility of event promotion?

For entrepreneurial websites, event promotion should integrate favorable resources, seek partners with a certain brand awareness, and make a fortune through partners, so that they will be more authoritative.

I just built a local travel website a few years ago, and it didn't have much popularity at this time.