(Event Marketing) event marketing refers to the enterprise through the planning, organization and utilization of celebrity effect, news value and social influence of the character or event of interest and attention of the media, social organizations and consumers, in order to improve the visibility and reputation of enterprise and products, and establish a good brand image, and ultimately contributed to the product or service the mode and means of sales goal.
today, more and more product brands, in order to have a place of the product must have a unique brand appeal to move the target consumer groups, and thus the formation of a substantial purchase behavior. But the attendant is the noise in various media in many brands of more and more, thus reducing the brand hit rate, especially some small and medium-sized brands in this harsh environment, in order to get more brand contacts is more difficult. Coupled with many brands rely on their own wishful thinking, so that the connotation of the brand seems monotonous pale, the audience can not be recognized from the spiritual level, and therefore often fail to achieve the desired results. It can be seen that the current brand appeal faces two problems: 1, the media noise interference degree is high, cause the brand attention rate is low; the 2, the wishful thinking of the connotation of the brand, make the target customers can’t really agree from the heart. The problem often occurs simultaneously with the solution, if to experience and interaction between two factors in the brand appeal, and the formation of a specific event, so that the audience behavior and emotional up from active identity brand appeal, such demands effect will be much more effective than a slogan, it is the event marketing. But how to form the specific events, and the events of theme and brand appeal combination? In the event marketing operation process need to pay attention to what the key elements to achieve the desired purpose? From the following questions below to explore the event marketing, and through a practical example to demonstrate the view.
a thorough understanding of a concept can often be learned from the most basic definition. The general definition therefore must first understand the event marketing, event marketing (Event Marketing) is refers to the enterprise through the planning, organization and utilization of celebrity effect, news value and social influence of the character or event, caused by the media, social organizations and consumer interest and concern, in order to improve the visibility and reputation of the enterprise or product, establish a good brand image, and eventually led to the purpose of selling products or services means. From this concept we can draw this some information: 1, the event marketing operation has two modes: active planning and use, and the two methods can be transformed into each other through the topic correlation (which can be called the third ways); 2, the event marketing: relevance, public, news participation, experience and fun. 3, event marketing purposes: to improve sales and enhance brand. The following information will be analyzed in detail.
first answer the first question, how to form a specific event. Mainly through two ways: active planning and use. Active planning refers to the organization