Kate Children'S Shoes "Steal Fragrance" Into A Cup (2)

Actually,

Timing.

Choosing a better opportunity is also the key to the success of event marketing.

In 2005, a post called "Pizza Hut" was once pmitted online.

The "release" of the post was aimed at the widespread dissatisfaction of the high price of pizza hut fruit and vegetable salad at that time, and provided "secret recipe" for many kinds of food.

For this reason, many people are very curious and interesting after seeing it. They are eager to try and try their best, and the style and architectural skills of "salad tower" are constantly being innovated.

As a result, it can be imagined that with the rapid growth of the click through rate, Pizza Hut's customer traffic has increased rapidly.

The key to the success of this event is to grasp the timing of "discontent" for consumers.

Countermeasures: "Twelve character formula" for successful event marketing

Any success

Shape personality.

Event marketing is not a simple matter of speculation. In marketing activities, we should insist on putting enterprise personality and brand personality in the first place. Personality is equivalent to the "soul" of the whole event. Shaping personality will ultimately make the event more powerful and enable people to understand the essence of event behavior.

Many years ago, Haier's "smashing refrigerator" incident, in fact, highlighted the theme of high quality Haier products, and the whole event was highly integrated with Haier brand, causing great concern to consumers.

Mengniu carried out the advertising campaign of "astronaut special milk" in the Shenzhou 5 flying Apsaras event. The main thrust was to highlight the high-tech products of Mengniu Dairy industry, thereby establishing the image of high-tech enterprises.

Grasp the environment.

Events can become a marketing opportunity for enterprises or brands, but in order to achieve better results, we must accurately grasp the marketing environment, otherwise it will only lead to self defeating.

Many failed cases, mostly because of the lack of marketing environment in place.

The reason why Lenovo's "red female" case fails is that, apart from the deliberate nature of the case, an important reason why people can not accept it is the lack of a good marketing environment. Even if people plan again, they will be surprised and unnatural.

Compared with this, Wang Laoji's success is a good time to seize the national heartache after the Wenchuan earthquake. Under the great help of the government, enterprises and individuals, with a larger donation amount, the enterprise has established a strong sense of social responsibility, thus effectively guiding the public sentiment.

Adjust to changing circumstances.

Event marketing is often based on events. Then, from happening to ending, events are a dynamic process, and unexpected changes may occur. This requires that in the process of event marketing, the marketing strategy can be adjusted according to the changes in time, and the marketing break will be implemented.

At this year's Beijing Olympic Games, Nike has been looking forward to spokesperson Liu Xiang's "gold medal effect" to boost business opportunities. However, Liu Xiang finally withdrew from the competition due to injury, which is undoubtedly a fatal blow for Nike.

However, Nike faced a variety of changes and made a statement after 12 hours of Liu Xiang's withdrawal. "Liu Xiang has always been China's most outstanding track and field athlete.

Nike is proud to work closely with Liu Xiang.

At this point, we understand his feelings and expect him to recover from injury.

Then, according to the theme of Liu Xiang's retirement, he specially designed the print ads that love sports, even if he hurt your heart, and not only comforted Liu Xiang, but also skillfully won the hearts of all Chinese people.

According to Nike's introduction, the sales of Nike sporting goods not only decreased because of the "Liu Xiang withdrawal" but also increased substantially.