How Enterprises Should Conduct "Event Marketing"

During the live broadcast of “Shenzhou VI”, CCTV’s advertising prices were RMB 1.46 million for five seconds, RMB 2.66 million for 15 seconds and RMB 5.32 million for 30 seconds. It is said that if companies want to sign an exclusive contract with CCTV, they also need to pay the above prices. 2-3 times. This kind of investment for enterprises, "money spent faster than India," but even so, many companies are still struggling to scrape together, failed to fulfill their wish is even more sigh, this is the charm of event marketing.

The so-called event marketing refers to the company's plan to organize and use people or events that have news value, social influence, and celebrity effects to attract the interest and attention of the media, social groups, and consumers in order to increase the visibility and reputation of the company or product. Degree, establish a good brand image, and ultimately contribute to the sale of products or services.

Because this kind of marketing method has the advantages of wide audience and suddenness, it can achieve the maximum and optimal dissemination of information in a short period of time, and saves a lot of publicity costs for enterprises. In recent years, it has become more and more popular at home and abroad. Is a public relations and marketing tool.

However, after the buzz of publicity, it is necessary for companies to have good event management capabilities to truly translate this attention into the growth of sales volume and even the improvement of brand reputation. So, many companies have made relevant preparations before scraping?

The "job" before the event marketing

In spite of the various layers of screening, the "Shenzhou VI" sponsors suddenly more than doubled when compared to when the "God 5" was launched in 2003. Not only did the number reach 13 but the products also From drinking water, milk, to air conditioners and health wines.

Faced with the enthusiasm of many business bees crowding into “event marketing”, Liu Xiao, a teacher of marketing at the School of Economics and Management of Tsinghua University, who has been paying close attention to the “event marketing” issue, first used a series of questions to express My own confusion: "What exactly do some companies want? Is the impact of this event really related to its product features? Who is it for? What is the market goal? What is the company's long-term strategic goal? ..."

The core question of such doubts is nothing more than whether the “Shenzhou VI” audience is a real target customer for certain sponsoring companies. However, the “Shenzhou VI” incident has a large impact, but its nature and the characteristics of certain sponsors’ products are After the incident, did the company formulate relevant follow-up management measures to make the influence of this incident more persistent? Such problems should also be the first thing a company must ask before deciding to throw up a lot of money.

As to whether the company can clearly answer these questions, Liu Xi believes that first of all, whether companies have adopted market research before deciding to adopt such a marketing method, they have actually completed these “jobs” seriously. Only after the enterprises first have a clear position on these issues, can they quickly make judgments when there are events in the outside world: Is it necessary to take such rides? Avoid the blindness that all major events must participate in.

In response to the current phenomenon that some enterprises are frequently exposed at all major events, Liu Ye corrects: “Marketing activities must first serve the company’s survival goals and strategic objectives. It is an activity under corporate marketing management, and it is a year in foreign countries. One of the communication activities has a layered relationship with successive activities.” She believes that the key to marketing should be to get people in the target customers to meet you instead of mixing them with everyone.

This time, "Shenzhou VI" rose into the air. Guangdong Big Impression Group Co., Ltd. may be the one with a higher frequency. Dading Group Chairman Zheng Dingping concluded in an interview with this reporter that no matter how much the outside world has invested in this amount, What kind of appraisal is, before enterprises drop their weight, they first have to figure out three things: “As an enterprise, we must first consider input and output; secondly, we must look at what our strategic positioning is; and the third one depends on whether the expenses are In line with the strength of the company."

How to manage events

The "Shenzhou VI" incident is attracting attention, and companies are willing to invest heavily. This is of course the focus of attention. When Mengniu Dairy, which has benefited a lot from the “God 5” incident, faced the opportunity of “Shenzhou VI”, its Vice President Sun Xianhong stated that “the number of people watching “Shenliu” launching live TV will exceed 500 million. This is Very rare resources."

However, the cruel reality is that "consumers know that you don't necessarily mean that you like you." Liu Xi believes that consumers tend to be more rational than merchants think.

Then, how can we turn the public's attention resources into actual purchasing power, or even increase the brand's popularity and reputation? Professor Hui Hui, an associate professor of public relations at the Communication University of China, believes that this requires companies to have a good understanding of the events. The management ability to do a good job in the coordination of all aspects of the incident process and the subsequent continuity of management.

For example, for some marketing events that can lead to "blowout" sales, companies must first ensure the smooth flow of sales channels, and inventory should be sufficient.

In the course of the incident, in order to coordinate the incident and expand the scope of influence, various forms of related publicity and public relations work can also be done. For example, Qianlong Royal Wine launched a large number of advertisements on some channels of CCTV.

Of course, after all, the impact of a single event is short-lived, and consumers are a stratified process for a product to become a loyal customer from the end, and this requires a continuous management after the event. Requires companies to continuously remind consumers through various related information in future activities that they will not be forgotten after the incident cools down, and all efforts will be abandoned.

For example, although there is a certain awareness of products through event-based marketing, it is often difficult for corporate publicity to have a fundamental impact on consumers’ attitudes. Therefore, after the event marketing, companies can follow suit to promote moderate sales. There is an opportunity for the product to experience the product, and the company can then subtly cultivate the consumer's preference through advertising, and slowly lead them to become loyal customers.

In addition, Liu Xin also reminded that companies should also pay attention to what their competitors are doing while doing event marketing, especially if the homogeneity of products is serious at the moment, if the same products are both on the same train, This kind of investment is not much practical.

Not Roman Road

According to statistical analysis of related parties, the rate of return on communication investment obtained by enterprises using event marketing methods is approximately three times that of traditional traditional advertising, which can effectively help companies establish the image of product brands and directly or indirectly influence and promote the sales of products.

In this regard, Zheng Dingping strongly agrees. He said that this time he wanted to use the 'Shenzhou VI' platform to increase Qianlong Royal Wine's promotion of the market. “This time the driving force of the aerospace economy is that any hard advertising and public welfare activities are incomparable. , he said.

And this kind of advantage of event marketing caters to the current demand that many small and medium-sized enterprises are eager to expand their publicity but are unable to pay huge amounts of advertising because they are in a rush to expand their publicity. Therefore, this type of marketing is particularly favored by them, but He Hui believes that This type of approach has the greatest chance of success for the small and medium-sized enterprises, and the risk is also greatest. Since the small-sized enterprise brand does not have a foundation, after the popularity suddenly rises, the follow-up management cannot support it, and it is often impossible to truly develop the brand.

“The construction of a brand is a long process of accumulation. Whether or not a brand has any vitality depends on the quality of the product. No matter how large the “event” is, it can only provide information to the people more quickly, making it impossible for the company to become famous overnight. "For the current psychology of some companies hoping to take this short-term ride, Zheng Dingping reminded.

“But at present, domestic companies lack the peace of mind when using 'event marketing'.” Liu Ye believes that in particular, they valued how many media outlets were reporting on this issue at that time, how many people were concerned about and purchased products and other short-term effects. Ignoring management of later-stage continuity, "the increase in sales at the time did not explain any problems. In fact, the biggest role of 'event marketing' is to allow people to have a perception of the product or brand, and other effects depend on related work afterwards. ."

Comments:

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