Lian Zhi Da Teaches You How To Play "Event Marketing".

March 31, 2008 is a historic moment that will always be included in the annals of Chinese history, because the Olympic flame, which attracted worldwide attention, came from Greece to Beijing on this day.

Indeed, the 2008 Beijing Olympic Games is not only a sports event, but more importantly, it brings great business opportunities to China's national enterprises.

Whether or not there are Olympic sponsorship status, many companies are racking their brains and even using the power of external brain companies to get a slice of the Olympic economy.

Companies such as the Great Wall wine and Tsingtao are lucky to get the exclusive sponsorship of the Olympic Games, but many brands of liquor are limited for various reasons, but are not associated with Beijing Olympic sponsors.

Therefore, how to take advantage of the Olympic Games and "instant marketing" to instantly "explode" brand awareness has become a topic of concern for many liquor companies.

The so-called event marketing means that enterprises attract the interest and concern of the media, social groups and consumers through planning, organizing and utilizing celebrities, news value and social influence, so as to enhance the visibility and reputation of enterprises or products, establish a good brand image, and ultimately contribute to the sales purpose of products or services.

At 6:23 on October 16, 2003, when Shenzhou five landed safely in the Inner Mongolia prairie, it declared that China's first manned space flight was a complete success.

During the celebration of the whole nation, Mengniu released the TV ads and outdoor advertisements through big cities in the first time to achieve the "successful docking" with Shenzhou five.

The success of Mengniu's event marketing is undoubtedly a vision of Mengniu, laying the brand foundation for its future stabilization of the dairy market.

In order to serve the "modern fortune" project, Lian Zhi Da successfully and skillfully borrowed the "ten games" trend and successfully broke through the Nanjing liquor market, which was embarrassed at that time.

This wine industry is located in a liquor enterprise in the old district of Northern Jiangsu Province. It is developed in the State High Ditch distillery of the ancient town of guigou, a river in the "three ditch and one river".

In 1996, the brand and the Nanjing market were sold, and sales remained good for some time. But in the years that followed, Nanjing's sales were blocked.

Through the investigation of the liquor market in Nanjing, we found that the leading products of "today's edge" are not prominent, the product line is long and chaotic, and consumers' brand impression is aging.

According to the situation at that time, it is very difficult to break out of the "terminal" wine market. Every enterprise sniffed huge business opportunities hidden in the "ten games", and invested huge amounts of money to carry out the ten games public relations activities. Some strong liquor companies monopolized the "admission fee" and outdoor media advertisements of the ten games. The situation is very grim.

Therefore, a new way is the only way out.

Lian Zhi Da put forward one of the most popular concepts: eating and eating.

Everyone who comes to Nanjing hopes to enjoy a wonderful sports event and try to taste Nanjing's delicious food. It is no doubt that it is a great pleasure in life to eat and play two games.

Therefore, writing on "eating" has become the creative starting point of our whole activity.

With the homophonic "ten" and "food" of the ten games, the creativity of the "food and sports meet" was born.

We extend the "food and sports meet" as far as possible, and penetrate the product connotation and product spirit into the whole public relations activities.

The activities of the "food and Sports Festival" are based on a series of publicity campaigns that have been introduced by tourists from Nanjing to Nanjing's cuisine culture, food history and food restaurants that they can choose.

We have repeatedly adopted such close fitting, intimate activities and logistical services to let every person in Nanjing really understand Nanjing and love Nanjing to show Nanjing's beautiful image.

At the same time, it also promotes promotional activities for hotels that cooperate with today's world.

The overall satisfaction of fame and wealth has finally brought the "current edge" to a smooth and low-cost entry to the hotel terminal, thereby breaking the monopoly of other liquor companies.

Here, I have to emphasize the power of friends in the mass media.

Because every public relations campaign needs the help of media friends. The whole activity has been strongly supported by the Nanjing media. The influence of the "food and sports club" is not inferior to the "ten games".

From the early stage to the late stage, from catering enterprises to media publicity, from the distribution of promotional materials to the sale of promotional materials, every link has been deeply marked by the "present age" brand.

It can be said that by the ten games, Lian Zhi Da succeeded in directing this unprecedented modern "food and sports meet", which is also a classic in the history of service consultation of Lian Zhi Da's "event marketing".

In short, compared with advertising and other communication activities, event marketing can create powerful influence at the fastest speed and in the shortest possible time. It can avoid the situation of high fees in recent years in the domestic media, and save a lot of publicity costs for enterprises. It can also avoid the information interference caused by the diversification of the media and enhance the brand's attention rate.

Facts have proved that good event marketing is better than other forms of advertising in terms of investment and popularity.