Did You Seize The Opportunity Of Event Marketing?

Looking for event marketing with the word "dig" seems to be a bit of a teacup, because so far, successful marketing in China has been followed by events and marketing, and few have been able to foresee the possibility of an event in advance, and then start marketing immediately.

Take the unified lubricating oil event marketing which was the eye catching in the Iraq war. It also began to drive event marketing after the US missile dropped to Iraq's territory. In the CCTV large scale put up "more lubrication, less friction" TV advertisement, so unified lubricating oil, with the escalation of the Iraq war, brand influence and product sales volume also increased, and turned from a regional influence brand into a truly national brand. It is believed that most people still have vivid memories.

However, because enterprises ignore many of the events that can be used, even if they pass by, they turn a blind eye to it. Until they are cleverly borrowed by other competitive brands in the same industry to divide their market share, they wake up like a dream and regret. Therefore, we should emphasize the importance of "digging". First, let enterprises re recognize the event marketing. Two, let enterprises understand that event marketing is not so simple as to find news and talk about the world. It needs the power and spirit of digging people to release the greatest value of event marketing.

Because event marketing has the characteristics of small investment, large output, easy to attract attention and remarkable effect, many enterprises are eager to pursue it, but they can not help but wonder where the incident is, that is, events are in front but they do not know how to do marketing. For many local enterprises, especially small and medium-sized enterprises, it is urgent to cultivate the ability to excavate events.

Those who have lost contact with event marketing are bound to take the initiative to find gold hoes after digging into the market. It is not so much a matter of enterprise's insensitivity to events, rather that enterprises lack the awareness of event marketing.

vision

Vision is the lowest level of mining event marketing, that is, marketing can be a hot social event or a well-known event. There is no need to use other senses in the event mining, and it can be easily captured simply by using the eyeball. Such events can be used for marketing, such as the 2006 World Cup in Germany and the 2008 Beijing Olympic Games.

However, it is quite different from the successful event marketing to find that the events that can be marketed. It is found that it is the foundation, but if we want to stand out in the event marketing, we should seize the attention of the broad masses. Taking the just concluded Germany World Cup as an example, there are two totally different attitudes towards the marketing of the event by domestic enterprises. First of all, almost all local businesses agree that the world cup is definitely a good event marketing opportunity.

However, the next result runs counter to it. Almost all the local industry giants are desperate to return to the world cup marketing: China Mobile, a communications company ($103 million, won the exclusive right to broadcast the CCTV "live broadcast of the 2006 World Cup" and the exclusive naming right of cctv world cup scorer in 2006. China Unicom (World Wind); color TV TCL (World Cup), Changhong (soccer World Cup, color TV cup), Konka (Konka HD, happy world cup), Hisense (absolute world cup), SKYWORTH (my recordable, my wireless, my world cup), Xiamen China (horizon cup, full HD), Haier; functional drinks red bull (World Cup legend), Wang Laoji (not afraid of the world cup of fire); computer class association (elegant wireless gentleman "ball"), founder (wonderful dual core, wonderful experience) and so on. And many medium-sized enterprises are stuck in the discussion stage that they have not done yet. The fear of fear and fear has made enterprises lose the opportune time to take advantage of marketing.

Take a motorcycle company in Guangzhou as an example, it used to hire the world soccer superstar Ronaldo and Rivaldo as spokesmen of brand image. But in the German World Cup, they did not have the opportunity to make a good marketing. Instead, they put more energy into the repeated discussion on whether to take advantage of the marketing discussion. Interestingly, when discussing the final decision to do World Cup marketing, it was discovered that it was not ready for it until the end of May. It is hard for me to imagine that the company that hired the football superstar as the spokesman of the image is so indecisive about the World Cup event, and the final startup plan has no end. Its brand operation is really questionable.

Facing such an obvious event, marketing will be cowardly. Can such enterprises spread their wings in other marketing events that are more difficult to assess? Because there are so few events that can be grasped simply by virtue of vision. If we do not grasp the initiative to make use of them, we really deserve to be regretted and reconsidered.

hearing

It is relatively hard to use auditory to discover event marketing opportunities. These events may be a hot topic in the society, and may be a matter of concern to the government and the public. However, due to the limitation of time and the causes involved, events need to be analyzed and discussed to clarify the value of their marketing. For example, in 2005, it decided to participate in sponsoring the small and medium-sized enterprises in 2008 Beijing Olympic Games. Because there is still more than three years between 05 and 08 years, the marketing of the event three years ahead of schedule needs more information for decision-making.

Of course, the big business is different. If you don't want to take the money, you will have to smash it into the market. Before December 2005, 10 companies, including Bank of China, China Netcom, Sinopec, China Petroleum, China Mobile, Volkswagen, Adidas, Johnson, China International Airlines and PICC, signed the Beijing 2008 Olympic partners. There is no doubt that they are all big bucks.

For SMEs, the $2 million sponsorship is the lowest bargaining chip to participate in Olympic marketing. At this time, enterprises need more words to strengthen their confidence in participation. "Knowing a good marketing event but not knowing whether it should be your own event marketing" is the biggest worry of these enterprises, because they will consider carefully whether the input and output involved in these types of event marketing are directly proportional to their output. So they need to listen to the analysis of the Beijing Olympic Organizing Committee, listen to the advice of the advertising planning company, and listen to the feedback from the Olympic enterprises.

In addition, the two events in Guangzhou also belong to the marketing judgment that requires auditory judgment. For example, the Dragon Boat Festival 2006 Guangzhou International Dragon boat racing incident, its largest sponsor and beneficiaries of agile residential real estate is in the local television advertising department persuaded continuously participate in the event marketing. Due to the fact that more dragon boat races were born in the old Guangzhou before 70s, they had more abundant economic accumulation, which coincided with the relatively high-end housing location of agile music.

Moreover, in the dragon boat race, which is enjoyed by the general public, it really gives people a better impression of agile music. And not to mention how much help it can do to the sale of real estate, it is already worth a lot of money to set up a better corporate image in the society.

Of course, in July 12, 2006, for the first time in 29 years, Guangzhou also organized the event of crossing the Pearl River by the real estate enterprises. For example, there was the image promotion of the real estate business in the water entry department. Because of the crossing of the Pearl River, government officials from Guangdong province and mayor of Guangzhou have participated in crossing the Pearl River. Even those who want to establish a better relationship with the government should not miss such a rare event marketing opportunity. If any garment company can deliver a specially made towel and pajamas clothing when the governor is crossing the shore, it is absolutely a classic brand promotion. Unfortunately, what we saw was that the governor had been interviewed by the media for a while, but he did not seize the opportunity to take advantage of the marketing.

Tactile sensation

When events are in front of us and constantly ringing in their ears, we need tactile to dig out possible event marketing if enterprises still fail to perceive them. Who will win in touch, who will become a classic in touch?

During the SARS period, an obscure Walch became the focus, and B2B's Alibaba became the winner. SARS made us feel at a loss to prevent SARS from washing hands with sterilization and sterilization, so the elders who never used hand sanitizers began to form the habit of using hand sanitizers under the goodwill appeal of Walch, and the sales volume of Walch hand sanitizers increased rapidly.

SARS ravages also make it difficult for business people to rush around to buy and see samples. As a result, they have to stay at home and do business, and what business they can do at home. So Alibaba took the opportunity to make a big advertisement in CCTV -- Internet trade, and create miracles. Those habits and travellers suddenly discovered that the business could be simpler, and they could easily get orders without leaving home and sitting in a fishing boat. Alibaba's trading volume during the SARS period is several times that of the same period.

Alibaba shouted that event marketing would be more violent. Uncle Bush actually put missiles into Iraqi territory. So the Alibaba has been putting on advertisements abroad and coming to China to make deals. China is prosperous and peaceful. Of course, those businessmen will naturally choose a high security trading nation.

smell

When the foot is on top of the incident and does not know it is in Mount Lu, it needs to detect events by smell. If 2005 was the 60th anniversary victory of the war of resistance against Japan, the whole country was in a joyful memory. Some are lamenting the tragedy of history. Some are mourning the heroism of martyrs. Others are glad that today's happiness is not easy to come by. Some people even smell the opportunity of brand marketing.

Guangdong five leaf God firmly seized the 60th anniversary victory in the war of resistance against Japan, and sniffed the real machine to spread the image of the brand, and worked together with the Southern Metropolis Daily to search for the footprints of the Anti Japanese veterans. This has won the unanimous approval of the society, the government, the public and consumers. The five leaf God is really God. When others stay at the level of simple celebration, it can dig deep behind the events of events, so that the whole event marketing can produce greater value and deeper dissemination.

Vigilance

In the same case, different enterprises need to mobilize different senses to perceive. Alertness is more intense in capturing alertness and promptness in action. Some event marketing has a very strong first time character. When the same thing is carried out half of the event marketing, the result may be quite different.

The television advertisement of "more lubrication and less friction" of unified lubricants is precisely because of the rapid economic development within the two days of the Iraq war. When Iraq becomes the focus of gossip, unified lube advertising has become a familiar hot spot.

There are so many lubricating oil brands on the mainland of China. Why is it uniform? In fact, many enterprises have thought of the event marketing of the Iraq war, but they have only lost the unity in action decision making. The signing and instructions of the N leaders made it impossible for the enterprises to start the quick response mechanism and give the green light to the special event marketing.

intuition

The marketing of Shenzhou five in Mengniu was more intuitive. China's first launch of a manned spaceship is whether it can be successful or not. More people remain in doubt about the successful return of the spaceship.

But Mengniu unswervingly implemented and implemented the celebration plan for the successful return of Shenzhou five, although it also prepared the plan for the failure of the spacecraft to return. Finally, we believe that the Mengniu people believe that Shenzhou five will be able to successfully return to Mengniu enterprises and finally have a long time in front of the Chinese people.

Epilogue

Back to the title, in July 12, 2006, Liu Xiang broke the world record of the 110 meter hurdles in Lausanne with a score of 12 seconds and 88, and was also the day before Liu Xiang's 23 birthday. Judging from the influence and significance of events, this is definitely an unexpected event marketing opportunity. If I am the head of the marketing department of a mobile phone company, I will send the newly developed cell phone to Liu Xiang's hand and let him report it to his family and relatives. If I am the responsible person of a brand bakery, I will send a 12.88 pound cake to Xiang Ge. If I am the responsible person of a gold shop, I will send 12.88 grams of gold shoes to Xiang Ge as a birthday gift.

But the author looked around in July 12th. Only Erie quickly played a flash advertisement in Sina, which warmly congratulated Liu Xiang on breaking the world record and winning glory for the Chinese people. The most rapid reflection of sports brand is NIKE, which arranged for Xiang fans to present NIKE gifts to everyone at the scene when Liu Xiang returned to Beijing in July 13th, and even to forget to show off NIKE products in a large number of airports gathered by various media.

It's NIKE again. This guy once again occupies the eyes of Xiang fans.

The excavation of some events requires the comprehensive utilization of vision, hearing, touch, smell, alertness, intuition and so on to discover the maximum marketing value of events. Guangzhou people drank more than 1 billion 500 million yuan of wine during the world cup. How many of them are the liquor of your business? Events happen every day, but how many enterprises can easily control and accurately grasp?

We have missed the marketing opportunity of Liu Xiang's breaking the world record. Do we still want to miss more opportunities for event marketing?