What are the modes of event marketing, and what is the difference between event marketing and event

Event marketing aims to improve the visibility and reputation of enterprises or products, establish a good brand image, and ultimately promote the sales of products or services through "borrowing" and "building momentum". Event marketing is gradually favored by enterprises, and there are no more than two modes for organizations to conduct event marketing: the leverage model and the active mode.

Active mode Active mode refers to the initiative of the organization to set up some issues that are combined with its own development needs, and through dissemination, make them become public hotspots of public concern. The following principles must be followed: innovation, publicity, and reciprocity.

Innovativeness means that the topic set by the organization must have bright spots, and only then can it gain public attention. Leverage model The so-called leverage model is that the organization will move the organization's issues closer to the social hot topics, so as to realize the transformation of the public's attention to hot topics to the attention of organizational issues. To achieve good results, the following principles must be followed:

Relevant, controllable, and systematic. Relevance means that social issues must be closely related to the organization's own development and to the organization's target audience. Controllability refers to being able to achieve the desired effect within the control of the organization, if it is not within the control of the organization.

Systemic means that the organization must plan and implement a series of supporting public relations strategies with the help of external hot topics, integrate a variety of means, and achieve a combination and transformation: the combination of external issues and organizational issues; The transformation of the public's attention to external issues to the attention of organizational issues. Event marketing generally has the characteristics of strong suddenness, tight time, large market opportunities, wide audience, high frequency of help, and complex information that is not easy to distinguish.

And then let's start at the beginning. On June 30, Tencent applied to the court to freeze Lao Gan Ma's assets of more than 16 million yuan. aroused the great attention of the major ** and melon-gnawing brothers, and when everyone became the second monk, that is, the next day, Tencent said that it was because the old godmother advertised in him and didn't give money, so he sued him.

When everyone is guessing the old.

Event marketing and event marketing are both important means of corporate marketing, but there are certain differences between the two:

1.Different definitions: event marketing refers to a series of planned, organized and strategic marketing activities held by enterprises to promote products or services, such as ** activities, brand promotion activities, online and offline promotion activities, etc.; Event marketing refers to the fact that enterprises hold relevant marketing activities to increase brand popularity, enhance brand reputation and image for a specific event or current event.

2.The purpose is different: the purpose of event marketing is to increase the sales of products or services, attract potential customers and increase brand loyalty, while the purpose of event marketing is to increase the brand's popularity and enhance brand image and trust by associating events and current events.

3.Different forms: There are various forms of event marketing, including events, exhibitions, performances, etc., while event marketing usually focuses on specific events or current events, such as sports events, cultural events, etc.

In conclusion, although there are some similarities between event marketing and event marketing, the purpose, form and participants of the two are different, and enterprises need to choose the appropriate marketing method according to the specific situation and target audience when formulating marketing strategies.

Event marketing is after a long period of preparation, every detail and process of the event, the goal to be achieved is modified many times, and the execution of the event is completed in accordance with the event planning, the more successful the event is.

The incident was sudden, and it was constantly changed according to the progress of the event. An event is an event marketing that is carried out within a certain period of time under the preparation of a long period of time and the decision of something.

In terms of interaction, event marketing lacks interaction and anti-trembling feed, which is to rely on a unilateral communication of consumers to achieve the purpose of marketing and enhance popularity. Event marketing is a setting of some mechanisms of the system before interaction, which can not only establish a brand image, but also form a systematic plan, which is to achieve the purpose of sales.

The above is the difference between the two, I hope to ask the Lord.

Event marketing is a very popular means of public relations communication and marketing at home and abroad, integrating news effect, advertising effect, public relations, image communication, and customer relations, and creating opportunities for new product promotion and brand display, establishing brand identity and brand positioning, and forming a marketing means to quickly enhance brand awareness and reputation. Here's what I've put together the principles of event marketing, I hope it will help you!

Principle of relevance

The event "must be relevant to the business so that consumers can associate it and transfer their enthusiasm for the event to the company's product." Modao Public Relations believes that enterprises need to redesign their corporate image and even advertising appeals for the "event", so that they can achieve no traces in the marketing process and will not be suspected of being far-fetched.

The principle of regularity

In a sense, event marketing is to create newsworthy events by grasping the laws of news dissemination, and through specific operations, the news event can be disseminated, so as to achieve the effect of publicity. Only those events that are significant, or interesting, or related to the lives of ordinary people will be widely disseminated through **.

In addition, news is time-sensitive. When there are events that can be exploited, businesses need to react quickly in order to get marketing'The effect spreads synchronously with the event.

Systemic principles

Event marketing is not a one-shot deal, and companies need to make it systematic and continuous in order to maximize the effect.

The principle of risk

The benefits and risks of event marketing coexist, and companies need to learn to take advantage of them and avoid them. Marketing that thinks that making a living is a matter of Qi Kuansen, and that there is nothing to do will eventually become hype and be spurned by consumers. In order to create a sensational effect, a company deliberately placed a lot of umbrellas outdoors in high acres and arranged for people to take the umbrellas away, hoping to achieve the effect of publicizing the enterprise on the grounds of social security.

After being exposed, its activities ended dismally, and Qiaokai certainly did not achieve the expected marketing effect.

The principle of three-dimensionality

Event marketing requires the help of certain media and means. It is thought that the more three-dimensional the mode of transmission, the more significant the effect. Enterprises should not only take into account **, but also spread on the spot such as channels and terminals.

There are three major characteristics of event marketing.

Consumers have less barriers to receiving information.

The communication of event marketing is ultimately embodied in the news, where the audience receives information according to superstitions about the news. In this case, it effectively avoids the occurrence of situations such as instinctive rejection, annoyance, and indifference to the advertisement, and the audience's trust in the content is much higher than that of the advertisement.

2.The depth and level of event marketing communication should be high.

For example, if an event becomes a hot topic, it will become a topic that people talk about and communicate with each other, and the level of communication is not only limited to readers or viewers who see the news, but can form a secondary communication; In contrast, the dissemination of advertising is generally only seen when you see it, and what you don't see is not seen, and the communication is limited to one level.

3.Low cost of event marketing.

According to the statistics and analysis of relevant people, the return on investment of communication obtained by enterprises using event marketing means is about 3 times that of traditional advertising, which can effectively help enterprises establish the image of commodity brands, and directly or indirectly influence and promote the sales of commodities. It is precisely because of the characteristics of event marketing to be small and broad, spend small money and do big things, and it can achieve a wide range of communication effects, so it is the most suitable marketing method for small and medium-sized enterprises.

1. It's free.

The most important feature of event marketing is to use the existing very complete news machine to achieve the purpose of communication. Since all news is free, and there is no profit tendency in the production of all news, it does not cost money to produce news. Event marketing should be classified as a company's PR behavior rather than an advertising behavior.

Although the vast majority of companies will list the best budget when carrying out public relations activities, strictly speaking, a public relations event with enough news significance should fully arouse the attention of the news and the desire for interviews.

2. Have a clear purpose.

Event marketing should have a clear purpose, which is exactly the same as the purpose of advertising. The first step in event marketing planning is to determine your purpose, and then determine what kind of news can be used to get the recipients of the news to achieve their goals.

Journalism has developed so far that it has been very precisely segmented. Usually news in a certain area will only be of interest to a specific ** and will eventually be reported. And the readership of this ** is also relatively fixed.

3. The risk of event marketing.

The risk of event marketing comes from the uncontrollable nature of the news and the degree to which the news is understood by the news recipients. For example, although the popularity of the above-mentioned company has expanded, if the public learns the truth of the matter, it is likely that they will have a certain amount of antipathy towards the company, which will eventually hurt the company's interests.