The so-called event marketing, refers to the enterprises through the planning, organization and utilization of news value, social impact and the celebrity of the person or event, attracting the media, community groups and consumer interest and attention, in order to increase the visibility of business or product, reputation degrees, and establish a good brand image, and eventually to the sale of products or services, ways and means. Because of this marketing has a wide audience, sudden strong to make the information in a short time to reach maximum effect of the optimal communication for enterprises to save costs and so a lot of publicity in recent years has increasingly become popular at home and abroad A PR and marketing tool. Event marketing plan Understand the media Event marketing is through the manufacture of news events, attracting media attention through the media, to achieve the desired propaganda purposes. Therefore, understanding the media is a prerequisite for event marketing. As we all know, the competition between the Western media is very intense, and media development in China today, the logic of the market to change is also to promote its first focus on the reconstruction of the self-image in the media and packaging; Second, efforts by various ways and means to strengthen the media-related content of "merchantability", such as capture, create news, "selling point", the press speculation and news planning. Changes reflect more than competition between China's media is gradually increasing, and its external behavior is significant, the media started from the "other stuff" to take the initiative to "find stuff" changes, many of the media trying to get through various channels, news and events "exclusive interview rights." The media have to reach out into every corner of society, to find all types of news events, which undoubtedly are good at creating news business opportunities to provide greater publicity, companies can get yourself in more information into the attention to the fact, to achieve their own propaganda purposes. Enterprises should take full advantage of this feature of the media. It should be noted is that the competition between specific media is carried out in a given market, there is a saying called "market created by the media," creating different markets in different media, the market can be divided into: male and female market, the market world and regional markets, capital markets and commodity markets, rural markets and urban markets, etc., different media are to serve different markets, of course, also some of them cross. Therefore, when the first enterprises in event marketing to determine their target audience, and then spread through the different media. Reading News Recent news events that occur in society, is being or recently have social significance that can lead to important facts of public interest. News events is a very considerable input and output efficiency of marketing tools, event marketing is the "carrier." However, many enterprises are still unfamiliar with the use of news events, many people do not understand news, not to write press releases. Therefore, we need to do some main features of the news read: - News to be typical. News should be representative and statistically significant; - News should be interesting. Information to the public interest to have a point; - News should be fresh. News should provide unique information; - News to be scarce. News should be a rare, little known fact; - News to be close to the public. The more close to the public, news of the stronger; - News should be targeted. Closely linked to an event; - Information should be timely. The first time to react to events. Meet the audience's voyeurism and curiosity, is the fundamental purpose of the operation of news events; news events only through the news media before they can become real news, therefore, the nature of news dissemination of news. Manufacturing News (1) what "make the news" The so-called "make news", also known as news planning, is a creative public information activities in the plan. The brain through the creation of marketing staff, will not have a news value could have been given the news of the event. Or a carefully planned, conscious arrangement for certain newsworthy events occur within a _select_ed time, which produce the news media coverage for the event. News & Media News Planning Planning difference is that news media are looking for news, find news; and business planning is looking for news, mining news business during the same time, a large number of human manufacture or use of news events, attracting press media and the audience's attention. And then by the press or internal planning staff standing objective and fair position, and with the facts speak, with facts reported, resulting in the phenomenon and the effects of news. Planning and general corporate advertising difference between advertising planning, advertising is often the art of land, directly and clearly to promote themselves. The news business planning, it is planning a press officer or media stood by the position of a third party news and the facts speak, or to inspire consumers with the charity, not their own, said their own good, but to the public, consumers say good ; news and advertising compared to the biggest benefit is easy to narrow the distance between the consumer and high reliability, inspired by strong, easy to produce a sensational effect; In addition, the planned Another advantage is that the relative cost of planning more news low, or even no cost. Often invested heavily in the advertising. (2) How Manufacturing News Enterprise Manufacturing techniques and forms of news events. To the following categories: media to do the typical reports, promotional business success; leading comrades of the inspection or investigation into the company, speaking for the company, famous for the enterprise; planning social activities, two-way interaction, and social concerns to win public favor; planning strange, abnormal behavior, caused a great sensation; caught some unusual events or emergencies, take this chance to rally; take advantage of new issues, new topics, in particular, to seize some of the dynamics of the event, planning a number of highly dynamic, so that media and the news was very innovative. News planning, there must be social, there is news, the most important thing is to find and use news events to create hot spot effect. "Invincible hand of public relations," a book, summed up the media attention of the eight "selling point" news event: A new concept of corporate culture and successful management of the event; Meaning and significance of breakthrough typical macro events; By comparing the formation of a unique perspective, a perspective the topic of economic phenomena, events; Competitive events, especially the key event in the field Record; Popular events industry and emerging industries; Person of the Year and leader of tracking corporate events; Response to the fate of ordinary events of the enterprise; "Fallen star" and interpretation of the "boom-bust of the failure" of the event. Learn to write news soft paper Press the soft paper is between news and advertising an intermediate between the product of the enterprise or in the sales process used to create news in order to achieve specific business or product promotional advertising forms, the main motivation is the pursuit of its operating business interests. Press the soft text ad placement is not within. And often take the news or feature pages layout, high credibility than advertising. Therefore, the soft news event marketing text by experts as "core." News on soft paper in the form of television called "documentary", also known as "TV soft paper." Soft paper into news and newspapers and efficacy of genes corresponds, television can be divided into soft paper "quasi-news" of the efficacy of film and popular science films. Press the soft structure of the text into the text title, blurb, body, and background material at the end of several parts. Want to play a greater role in soft paper. In writing should note the following: First, to highlight the theme, the title should be attractive. The main theme is full of facts and the ideological content of the summary and description, the text should be the same themes. Title is the packaging of news, the spread of the eye. The title is the first view into the reader, most likely to attract readers attention the text. Is a news gives the first impression. Make good news headlines, you can attract readers, production was poor, good news will be buried. Therefore, the title must be concise, attractive, and can accurately summarize the message content, to help readers understand the reported facts. Second, the text should be interesting. Language vivid, colloquial as possible. Personal pronouns, names and quotations can make the article more humane. Third is to have credibility, cleverly integrated into the advertising information. Phenomenon may attract readers to a list, people "condemnation"; to analyze the root cause was simple, credible; solution should be natural, not too much to highlight their products. Dilute the commercial signs, the advertising information being cleverly integrated into the news. Finally, we need pay attention to the background of the text and format of the relevant arrangement of such content. Good news News conference (or press conference) is an important news event widespread journalists invited to participate in a marketing special events. As an enterprise to establish and maintain contact with the press of a more formal form, press conferences to provide news tips and press releases than more grand, a higher specification, more important for journalists to create an opportunity for questions and follow-up reports to promote bilateral ties and closer cooperation and understanding. However, the planning press conferences often have such worries: what the most appropriate time to hold a press conference? About the press will not like to? Would not deliberately make things difficult? Press spokesman should be how to deal with? And so on. (1) The reason the press conference Enterprises need a press conference targeted to seize the high news value, it is widely used information media to "momentum." Unless, indeed have newsworthy information, or do not hold a news conference. Generally speaking, the reason of roughly a news conference: enterprise creation or opening; anniversary celebrations or periodic Memorial; developed a new major development plan or a new decision-making about implementation; relocation, launched a new plant or expansion of old plants, put into trial operation of new equipment; business combination, merger, partnership or joint venture, as_set_ restructuring; internal restructuring, transformation and brand extension; business major adjustment of personnel, business leaders or senior managerial personnel; product development and market, or new technology, new services; product awards, or to obtain the latest sales record; into new market areas, changes in business policy, or to expand production scale; important leaders of the inspection business, or a special visitor; business awards by the government, business leaders rewarded ; occurs hero, role models; employment advertising model star; international and domestic festivals, anniversaries and so on. (2) the timing of press conferences Fleeting opportunity to hold a news conference, need to grasp. Generally, in the following circumstances shall be held a news conference: major social activities and social events; corporate sponsored social welfare activities; corporate leaders or the target for a public figure; sudden disasters, the outbreak; corporate identity crisis ; a shift in public opinion; business difficulties; enterprise resource conditions change; national or local government issued new policies or new leadership came to power; international and domestic political and economic environment such as climate change. (3) the choice of spokesman Spokesman, on behalf of the company's image, public perceptions have a significant impact. Spokesman should have the right following qualities: a high level of cultural training and professional; a thorough grasp of the overall condition of the enterprise and the principles and policies; the face of all kinds of questions journalists and cool, clear thinking, responsive ; with strong language skills, solemn speech, diction precise, articulate clear, concise language; held important posts with the authority of the comments; can grasp the conference topics, keep minutes at meetings, active atmosphere of the meeting; the implementation of planned and the ability to be flexible and adjust. Typically, press conferences first by the moderator introduced the basic situation of meeting and agenda, and then a detailed statement by the spokesman. Speak to concise, focused, clear and smooth; published information must be accurate; any speakers in to speak with one voice on major issues, should not vary, self-contradictory. (4) A reporter asked Precautions Reporters are likely to raise some sharp, deep and even a very difficult problem. So, how to answer it? - For the reporter's question, first of all briefly summarize the position or declare what the most newsworthy, and then cite specific examples to support the initial statement or evidence; - If the most appropriate answer is "yes" or "no", then do not say a word; - If you do not know the answer to a question, he did not know; - Must "avoid the occurrence of positive arguments with journalists, can not be any expression, action, dissatisfaction, not to lose control, flies into a rage, fails to grace; - Should avoid saying "do not for publication" and the like, and if some of the statements do not want to be quoted and delivered, not to mention it altogether; - Answered every question answered and said to the inconvenience of information should take appropriate way politely refused.
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What is event marketing
First, the definition of event marketing Event Marketing in the English language is called Event Marketing, his country was literally translated as "event marketing" or "event marketing." Event marketing (event marketing) is the enterprise through the planning, organization and use of a celebrity, news value and social impact of the person or event, the media and social organizations, and consumer interest and concern, in order to increase the visibility of business or product, reputation and establish a good brand image, and eventually to the products or services, ways and means for marketing purposes. In short, event marketing is through the grasp of the law news, manufacturing, newsworthy events, and through specific operations, so the news spread in the incident, so as to achieve advertising results. Event marketing is very popular at home and abroad in recent years, a public relations and marketing communication tools, providing news effects, advertising effects, public relations, image communication, customer relationships in one, and new product introductions, brand display and create opportunities to build brand recognition and brand positioning, the formation of a rapid increase brand awareness and reputation of the marketing tools. The 20th century, late 90s, the rapid development of Internet has brought great opportunities for event marketing. Through the network, an event or a topic can be more easily spread and cause for concern, the success of a great number of cases of event marketing. Second, the process of event marketing The spread of news has a very strict law. When an incident, which itself has news value to determine whether the oral form of its populations in some small-scale dissemination. Have news value as long as it is large enough, then we must through appropriate channels by the news media discovered, and then molding the form of news release to the public. The news media has a complete operating process, each has a specialized search of news media professionals, so as long as when the real thing, when has the news value, it has the potential energy of the news. Third, the characteristics of event marketing 1, free Event marketing is the most important features of the very good use of the existing press machines, to achieve the purpose of communication. Since all news is free of charge, in the process of making all the news is also a tendency of no interest, so the production of news does not need to spend money. Event marketing companies should be classified as acts of public relations behavior rather than advertising. Although the vast majority of enterprises in public relations activities, media budget will be listed, but, strictly speaking, a big enough sense of public relations news events should be fully aroused media attention and the desire to interview. 2, with a clear purpose Event marketing should have a clear purpose, which is the purpose of the ad is entirely consistent. Event marketing plan first step is to determine their own purposes, and then clear what kind of news by news recipients can achieve their objectives. The development of journalism to now, the media has been very accurate segmentation of the. Usually only have one area of news media interest in specific, and eventually reported. And the media's readership is relatively fixed. 3, the risk of event marketing The risk of event marketing from the news media can not control and understanding of news recipients. For example, the company, although the visibility of companies expanded, but if once the public got to know the truth, the company is likely to produce a certain feeling of resentment, and ultimately hurt the company's interests. Fourth, event marketing is on the rise of domestic In China, "event marketing" is the way relatively early example of the power of the two stories. One is Maotai throw bottles at the World's Fair event, the other is to drop Zhang Haier refrigerator event. In 1915, the International Fair of Panama, countries send the product development, described as dazzling and beautiful. But the Chinese to send exhibition Liquor, was pushed in a corner, long time no one is interested. Chinese workers mind not convinced. He frowned and got the idea, then carrying a bottle of Liquor, went to the exhibition hall of the most popular places, pretending to accidentally fell to the floor this bottle of Maotai. Bottle floor, flavor lovers, and attracted many spectators. This Maotai people are attracted by scent ... ... Since then, those who drink only what is "champagne," "brandy," the foreigners to know Chinese Maotai charm. This fall, Maotai out of the name, was named one of the world famous, and won the prize.
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Key event marketing success
Event marketing in essence is to make your planning as news. Therefore, elements of the success of event marketing is to analyze a common thing Why can become news. And analysis of news from the occurrence to be interviewed, was edited, was published in the whole process. Then, you can smoothly through the planning process. We must understand that an event from occurring, has been to become the newspaper of the story, its content is constantly "mini". If an event if the number is 100, the reporter may only care about 80% of which have news of things, and this interview. The newspaper's editor will be deletion of the manuscript may be retained only 80% of news content presentation. Then layout arrangement, the layout of the restrictions, the articles may be edited excision 80% of the parts can only be published in the paper. So, finally hit the newspapers the contents of the original event will be how much? Therefore, a successful event marketing is important to note that these links, and through carefully planned efforts to enhance the event's news, the reporters and editors to minimize the deletion of the content. First, the four key elements of event marketing PR for business is, you may often encounter such _set_backs. You tried to plan a PR campaign together, preparing a news release for several pages, invited journalists in various fields. But the next day, when you buy with confidence only to find newspapers, only a few of your public relations media carried a report on the incident, and they use ink pitiful, influence the media or the smallest. Most other people sad is that some reports in the news release almost no reference to any text. Reporter described the public relations event only a very small detail. Thus, the wretched public relations staff began summing up experience, she believes that the media must be ready enough, or is his face is not big enough. I have to give them an answer public relations officer. That is, your PR event did not meet the requirements of the law of value news. Information can be focusing on will have to depend on the size of its value. News value of the size of the composition of the news from the objective fact that a society needs to adapt to the quality of the decision. A successful event marketing must contain the following four elements into one, the more of these factors include, event marketing, the greater the chances of success. Elements of news value is also essential to the success of marketing events, including: 1 importance. Refers to the importance of the event content. Important to determine whether or not the contents of the main criteria to see the extent of impact on society. In general, more people have greater impact, the greater the news value, 2, close to nature. More psychological, interests and geographically close to and associated with the audience the fact that the greater the news value. Psychological approach which includes employment, age, gender factors. Most people on their birthplace, residence and had to give myself over to Fang Zonghuai good memories have a special emotional attachment. So when planning the event marketing to your audience must pay attention to the close of the characteristics. Generally speaking, the events associated with the more centralized point, the more attracted people's attention. 3, significant. News of the people, places and events of the known extent of the more well-known, the greater the news value. Head of State, government dignitaries, celebrities, historic city, historic resort areas are often the news. 4, fun. Most of the audience on the novel, unusual, abnormal, more interested in what a human face. Some people think that human beings have their own natural curiosity or instinct to want to call it news. As long as an event with an element of truth to have news value. If both elements have the more full, naturally the greater the news value. When one has all the elements at the same time when the news will certainly have a very of the news value of all the media race to chase the object. Rich sub-manager of drink paint coatings become famous through the events of recent years is undoubtedly a great classic case of event marketing. The incident has been widely reproduced in the domestic media. Why does he have so much power? News value because it is relatively high. This event to meet interesting people on the pursuit of news. The whole incident process, interesting twists and turns. Second, event marketing planner must understand the attrition rate news Process is full of the news a lot of causal factors, not all materials can be presented in the news read your morning newspaper. Because the news has its own loss. So the planners of the event marketing, it must understand the concept, and as much as possible to reduce this loss. 1, the news laws and regulations limit. Press must be legitimate, although some incidents of great news value, but with the news laws and regulations or policies in conflict is very difficult to become public news. Or some "sensitive" part will be cut, to a certain extent affect the news value. Currently, there is still significant in some areas of news taboo. For example, issues related to religious issues related to the laid-off, or in an area if the news will show a backward side of the area will be subject to certain restrictions. For example, there was such a case: there is a company opening a place came up with a better planning of the case, that is, placing 1000 in a public square umbrella, and also arranged for some people lead to looting. Want to a high quality of the people is not news to put themselves some publicity. This incident is indeed great news value. In press time, but the veterans of this city newspaper that reflects the local folk behind, and even the contents of the adverse law and order is not appropriate. The plan ultimately failed. Good event marketing planner to focus on not only the pursuit of news value, but also must take into account, that the news media will be written or unwritten constraints? 2, the news disseminators of the restrictions. The operational capacity of journalists of news value is an important factor to achieve. News reporters and editors were sensitive to the news, writing skills, editing skills, and knowledge of cultivation and so directly affect the news value of the implementation. Sometimes, though the event is a good plan, but the reporters did not immediately understand the plan's efforts, but that is a common event, nothing to write. Sometimes, as the reporter and access to information run into some difficulties, they may also give interviews to solve this problem rely on event planning and media relations to resolve. Usually, if a unit can maintain long-term good media relations, and as much as possible to the reporters and editors to provide the convenience of an interview, should be able to get good results. 3, the news media restrictions. News media, the technological level and quality of work is to value the factors that affect the news. News scheduling handled properly, poor quality of newspaper printing, radio and television audio and video results are poor, are likely to affect the audience's acceptance and understanding of news. Sometimes news events are fleeting, and may photography, camera lens not drive a good reporter, news event is over, how to do it, if the organizers were compared with their careful preparation, such as early arrangements for the record, can provide such information to reporters to use. We have had such a case: the opening of a supermarket, post a lot of advertising space, there will be a commodity when it opened a lot of concessions. 8:00 supermarkets open, informed local reporters 9:00 to store interview. Unexpectedly, the people are very warm, offers a limited number of products, to 8:30, when promotional products have been sold out. Wait until the reporter arrived, long lines of sight was gone. Fortunately, their supermarket managers to prepare the camera to be able to left behind the most spectacular sights, and made available to reporters. Often there will be such a case: an active organizer in the planning activities use a lot of colorful props. Originally intended to be sent to the newspaper, the contrast in color and can play a very good effect, but did not expect all the local black newspaper publishing, and the final hopes dashed. 4, the news recipient restrictions. Newspaper readers, radio listeners and television viewers to accept the cultural knowledge and understanding of marketing for the realization of the event also has an effect. Readers who have their own thinking. They are often produced by reading the news their own unique association. Sometimes the association of planning for the event marketing unit is good, sometimes it is very bad.
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Good at using your strengths
The first stroke event marketing is to analyze their own business and product positioning, to see whether he has enough news value. If your business can fully aroused public curiosity, then you have to pay attention. Because all of your actions are likely to become news. Of course you do event marketing and transportation chances of success will be much larger than others. If you want to make a business event marketing, first and foremost task is to analyze it: 1, your business itself sufficient to arouse the media's attention? 2, do you represent a certain area, and the field direction and consistent media attention. If the answer to both questions is yes, then you definitely easy for event marketing. Whatever you do, as long as the message through appropriate media release went out, your plan can succeed. One of the key points: event marketing to be consistent with the corporate image For large enterprises, it is easy to make a mistake, because the manufacture of an event in the news is too simple. When carrying out public relations plan so it tends to ignore the fundamental compliance with their image, often made simply in order to create news and information. SWITCH's an event marketing is very classic, worthy of our in-depth study. The second key point: to be cautious of large enterprises A company or product as long as the well-known, and it is always easy to attract press attention. Have written articles because of the need to complete their work by journalists are aware that large enterprises or large products susceptible to news. But we must turn again to think again. A very good things on purpose, the occurrence of the biggest news on it what is it? Is that it is not good. Similarly, a very famous company or product, the biggest news is it? This is not good business or product. The three key points: _select_ively disclose information to the media. Corporate public affairs in a very important job is with the media to maintain good communication. Because from the perspective of news, a large enterprise, it has in its possession or creation of digital figures, often the majority of people want to know, but also has news value. If a business can frequent in the media, people will trust it more. Especially in the media and readers regarded you as a representative of an industry, you especially.
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Two modes of event marketing
Event marketing increasingly favored by companies, organizations, event marketing is nothing less than two modes: leveraging mode and active mode. Leveraging mode Model is the so-called leveraging organizational issues will be organized to move closer to the hot topic in society, in order to achieve a hot topic of public concern on issues of concern to the organization changes. To achieve good results, you must follow the following principles: relevance, controllability and systematic. Is referring to the social issues associated with the organization's own development must be closely related with the organization's target audience is also closely related. Patriot is the most representative sponsored the "great nation" start national marketing storm. "Great nation" will focus attention on countries to "rise" of the historical stage in search of its footsteps to become a world power, to explore its "rise" of the main reasons for the rise of China is a profound revelation. And each episode broadcast on CCTV appears "Patriot special, great nation" in the subtitles, and voice-over character asks: "Global Patriot for China's economic power, the rise of the country forge ahead! Shook the champion of each of the Chinese nation , but also greatly enhance the Patriot brand. Olympic sponsors local brand shoes Shenzhou VI did not succeed, the key reason is that correlation is too low, people will not believe your crew a good physical from Olympic sports shoes, but people will believe that Mengniu milk drink created a strong physique of astronauts. Controllability refers to the control of the organization, if not within the control of the organization may not achieve the desired effect. Systemic refers to the organization with external hot topics to be planned and implemented a series of accompanying public relations strategy, integrating a variety of means to achieve a combination of a transformation: external issues combined with the organizational issues; public attention to external issues transformation of organizational issues of concern. Drink Pocari sponsored special brand of water held in the Asian Games in the preceding period, but did not use various means, using a variety of media to widely advertised. In the end I only see less than a week of its propaganda, and in the Asian Games held in most of the time did not take publicity measures. End of the game, I asked colleagues and friends around, no one knows its sponsorship of the Games. Is this sponsorship mean? Active mode Active mode refers to the organization take the initiative to _set_ up some issues with their own development needs, through the dissemination, making public hotspots of public concern. Must follow the following principles: innovation, public sex, and reciprocity. Innovative means to _set_ the topic of the organization must have a bright spot, the only way to gain public attention, is the so-called dog bites a man, not news; man bites a dog and human bites dog is news each. Public sex is to avoid talking to himself, _set_ the topic to be of public concern. To get the reciprocal is sustained attention to the people, must be a win-win Let us look at two cases of domestic household electrical appliance enterprises. TV market is fiercely competitive, the concept of each will be sold. The most representative is the concept of Skyworth's six-color, through the media continued its dissemination to the public why the health of six-color, get a great deal of social cognition. In this process, both innovative (six color concept), but also the public and reciprocity (TV market confusion, the public would like to know what is a healthy color TV.) Oaks of the "White Paper on air-conditioning manufacturing costs" in the cost of the White Paper, the Oaks list them in no uncertain terms the 1.5 heating air conditioning the retail price of 1880 yuan several major components - the production cost of 1,378 yuan, 370 cost of sales yuan, 80 yuan profit businesses, manufacturers profit 52 yuan. If the heart is not thoroughly publicize the endless Oaks, will be a few most of the cost of Tiaofenlvxi to decrypt. Event marketing has become a model for active mode. Event marketing with a good multiplier, you can also save a lot of communication budget. I believe that with the 2008 Olympic Games approaching, more and more local companies use event marketing, brand plus.
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Where cut event marketing
Only a matter of concern from the consumers start to move the consumer marketing strategy to achieve marketing objectives. This is also a prerequisite for event marketing. Event marketing operation six policy Of containing articles The so-called occasion, is an enterprise wide attention in time to seize the social news, events and characters such as the star effect, combined with business or product in the dissemination of the desire to expand the purpose of a series of related activities. Star policy Star is the social development needs and aspirations of the public intersection of subjective and objective existence of co-generated. According to Maslow's psychological needs analysis theory: When the buyer is no longer the price and quality concerns as a purchase, the use of stars to increase the visibility of the added value of products, the product can be to develop the feelings of consumers, Lenovo , to win the sought after consumer products. For example during the World Cup has provoked much discussion of the "Milou phenomenon", celebrities took turns playing "calcium", "blood" of the health trend, there are movie stars, singers hurriedly replace thermal underwear. Sports Policy Mainly through sponsorship, naming other means, through the sponsorship of sports events to promote their brands. Physical activity has been more and more people are concerned about and participation in sports is the best advertising vehicle brands, is behind sports opportunities, many companies have been aware of and put the meantime. Kejian mobile phone by sponsoring the Premier League club Everton, known as "the chest of Europe," famous. Policy News Enterprises on the use of social value, affecting a wide range of news, have rightly be linked with their brands, leveraging the development effort to achieve the spread of results. At this point, Haier approach called the domestic model. In the "7.13" Olympic success the first time, Haier invested 50 million yuan in the central Taiwan, then congratulations broadcast advertising, it is said that night, Haier Group's consumer hotline has been ringing off the hook, I believe that people in the years after the memorable a history of joy will definitely be remembered also had success with their share of the national brand is Haier. Posts rally The so-called campaign, is an enterprise by planning, organizing and manufacture of newsworthy events, attracting the media, community groups and consumer interests and concerns. Public policy Cooperation with related media companies, published a large number of present and promote company's products or services, soft paper, a rational means to spread itself. On this point, many domestic enterprises have great importance to its power, such soft information has a wide range of articles is now, and even appeared in a variety of large format appropriate media. Olympic Garden is constantly in the major print media to promote the author of its "movement at home," the sales proposition. Activities policy Enterprises to promote their products and organizations planning a series of publicity activities to attract the attention of consumers and the media to spread their own purposes. From the mid-80's Michael Jackson, Janet Jackson, age 90, and Ricky Martin Latin Prince, then to Hong Kong's Aaron Kwok, Faye Wong, Pepsi Music Tour concert with such a transport channel for dialogue with the target consumer group, ads with music rather than to convey the culture and Pepsi Pepsi marketing idea. In the U.S., so that the "new generation of Americans" has become a target consumer group is widely spread buzzwords; in China, Pepsi has become more fashion to the "new generation of choice." The concept of policy
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Entry point for event marketing
We will be marketing the event comes down to three types of entry points, namely, public service, focus and crisis. These three events are of concern to consumers, and thus have a high news value, the value of communication and social influence. 1. Support charitable activities Starting point is the public enterprises through support for the activities of the public caused widespread attention and establish a good corporate image, enhance consumer brand awareness and reputation. As society progresses, people become increasingly concerned for public events, so more and more public support for the activities reflect the great advertising value. Typical Case: 2003 "SARS" outbreak, many of the enterprises of the Shisuo Chang, through donations, advertising, events and other forms show their sense of social responsibility, effectively to improve corporate and product visibility and reputation of the purposes. Communications companies are seizing this opportunity, through donations, free communications services, etc., and establish a good public image. Such as China Mobile donated 300 million to the Ministry of Health _set_ up a "SARS" Medical research prize to reward substantial increase in the domestic first developed the "SARS" cure rate of cure for groups and individuals. In addition, China Mobile also use its messaging platform to 140 million customers free of charge for the first time the authority of the Ministry of Health sent "SARS" information. 2. "Ride" Focus Event This event is focusing attention of consumers hot events. Enterprises can focus on events in time to seize, with the purpose of business expansion or sale of the spread of news, "riding", the theme advertising and public relations and a series of marketing activities. With the credibility of hard to promote the continuous decline in advertising, many companies turned to the strong credibility of news media, including news reports, including the development of various forms of soft publicity means. In Focus event, the sports marketing enterprise event is a very important starting point. Sponsored by publishing information about companies, public activities organized by the United players, the use of the unknown results of the competition activities of the various means of organizing quiz made news events. The public is interested in sports competitions and athletes, they usually focus in one of the corporate brand. Meanwhile, public support for their sports teams and athletes are likely to exhibit a more consistent emotional. Once enterprises seize these feelings, and involved, it is easy to secure this part of the public support. Typical Case: Now every major sporting event, we can see that communications companies involved. During the 2004 Athens Olympic Games, China Telecom held the "lucky Athens 2004" activities and "Olympic courageously rushed series of activities"; China Mobile, in addition to a number of SP together launched the "war of Athens" Olympic theme special information services, but also for its "global Tong "brand as a" can do "new ideas; China Unicom, a custom known in the CCTV," China Unicom Athens "Olympic show viewers a day passed in time for the dynamic information such as the Olympic Games Highlights; Games, China Post Liu hired as the spokesperson of its EMS business, highlighting the advantages of its fast. 3. Crisis Public Relations Enterprises in the fast-changing business environment, always faced with unpredictable risks. If the crisis can be an effective public relations, then these crises not only will not harm business, but advertising will bring unexpected results. In general, enterprises are facing the crisis is mainly from two aspects: social crisis and the crisis of their own. Social crises that endanger the survival of social security and human major unexpected events, such as natural disasters, disease and so on. The crisis is a result of their own poor management, competition or other factors external to the enterprise of special events to bring the crisis. Accordingly, we will be divided into two corporate public relations crisis: the social crisis and its own public relations crisis public relations.
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What are the risks of marketing events
Event marketing in itself is a "double-edged sword": event marketing Although you can short, flat, fast way for enterprises to bring enormous attention, but may also play the opposite role, that is, the visibility of companies or products expanded, but it is not a negative assessment of reputation. 1. The risk of event marketing entry point Event marketing in the controllability of three entry points can be arranged from largest to smallest are the public, focus and crisis. Control was reduced at the same time, affecting the degree is increasing, that is, the greater the risk, marketing, the better. According to this analysis, we have the following analysis diagram. 2. Event marketing risk control Event marketing benefits and risks, we must learn to whichever benefits, but also know to avoid the harm. For the risks, we must do first is risk assessment, which is the basis for risk control. Risk assessment, established under the appropriate level of risk prevention mechanism. Even after the commencement of the event marketing, according to the actual situation, and adjustments and amendments to the original risk assessment, additional risk test content, and to take measures to resolve the risk, until the end of the event. Based on the above, and we can create the following risk assessment tracking form to help enterprises complete control of the risk event marketing. Characteristics of event marketing Event marketing is characterized by the following three aspects: 1, on the basis of external events Either by drawing on existing events, or planning their own events, event marketing Zishizhizhong operation around the same theme, keen to capture the public focus of attention and creative docking, from the interests of consumers and social welfare point of view, in order to achieve marketing purposes. In the marketing process, marketing, events were to be newsworthy by the spread of activities to products, services and ideas to pass to the excellent quality of existing and potential customers in order to build a good brand reputation and corporate image. 2, third-party impartiality More subtle than advertising and durability. Event marketing is the ability to seize the highlights of the weight, hot and memory points to lead selling point. The promotion of a brand with a strong utilitarian, aimed to attract the attention of consumers, stimulate the purchase desire. But the "eyeball economy" information distortion caused by the spread, disrupting the consumer's attention, companies only through third-party organization or authority just individual, its concepts, products and service quality communication to the target market, and event marketing is a this advantage. 3, the dual purpose of The purpose of event marketing services in product sales and image building or two, with an event targeted marketing communications, media pluralism and to avoid the formation of noise, so as to enhance the attention of brand rate; the same time, manner of news events publicity and sales promotion, to avoid the media of the high fees to gain higher profits; attention of the rate of increase and decrease in cost, certainly more conducive to widen profit margins, increased sales of products or services should be granted. Compared with selling a product or service promotion, image building long-term significance. Event marketing as a brand promotion tool, to expand brand awareness, enhance reputation. Brief excerpts Network