Speculation Is Not Equal To Brand Building.

Nowadays, more and more enterprises seize " Event marketing This killer has been working hard to create new events, trying to attract the attention of consumers while expanding the visibility of enterprises and products, so that consumers can pay for enterprises.

Compared with advertising and other communication activities, event marketing can create maximum impact in the shortest possible time at the fastest speed. Therefore, event marketing has long been praised by many famous enterprises in the world as a pioneer in brand promotion and dissemination. For example, what we mentioned in the survey is the "man-machine war" of IBM. It is no longer important for the magic machine to win this competition. The important thing is that IBM has won the world's attention. The brand of IBM has become a household name overnight.

In fact, Chinese enterprises have long known that using event marketing to popularize products, and the legends about "Moutai wine deliberately breaks in the world exposition" also proves that our predecessors had learned this reason 80 years ago. Today, our enterprises are doing their best to make event marketing blossom in China.

　 Event marketing shows great tricks.

Among the 10 events in our survey, there are also Chinese enterprises with foreign enterprises, large enterprises and small businesses, which can be said to involve a very wide range. But these events marketing has a core skill, that is, what others have not done and said that no one else has said. This is a way to break people's memory density and create new ways to invade customers and public minds. Therefore, we see that in order to seize this uniqueness, enterprises have many tricks, including those who use the beauty effect to sponsor sports activities, who have self revealing their dirty linen, and have abused each other.

Of course, if we want to say something new, we think it is still representative of the two cases of "Wuhan Wildlife Park - smashing Benz incident" and "Fu Ya paint - boss drinking paint".

Wuhan wild zoo hit a national blockbuster, because the smashed car is not a typical car, but a typical "Mercedes Benz" in the car. In many people's mind, "Mercedes Benz" is the representative of "high-end cars". Now some people are swinging the hammer to our "model". This kind of excitement should not be examined carefully. When carefully watching the car smashed, the words of the Wuhan wildlife park were also deeply remembered. Fu Ya company originally wanted to paint the kittens and puppies to show its health and environmental protection. Later, because of the obstruction of the animal protection association, the CEO drank the paint himself in a hurry, which was more sensational than the original idea. After the boss drank paint, orders continued and business surged.

Event marketing is a hot topic and event for enterprises to be famous. Only when the event is sensational, can the media compete for reports. From this point of view, the top two events are really attracted by their weirdness. But if a rare thing happens again and again, it will not have the effect of attracting attention. Soon after, Yin Qingwu, the manager of Shenyang Zhengchang Environmental Protection Technology Development Co., Ltd. and American Song Gerui, drank a cup of "fecal water" after being treated by the green toilet, and became the world's "first person to drink the excrement and urine water". There was no such sensational effect. This also explained that when Blackie Ko took the risk of life again, the "Geely flying Potala Palace" was not noticed by many people.

In the above two cases, we see that the main body of event marketing is relatively weak. In the face of such strong brands as Mercedes Benz and Nippon, the use of conventional marketing means has little chance of winning. At that time, it is a rational choice to make use of the media and related forces to achieve the goal quickly by using the "four quantities of Qianjin" event marketing. AUX, Geely and Lok Wah in the same year were in such a situation. There was not enough money for people to speak lightly, so it was right to choose events to start marketing.

In fact, this kind of "show" is more common in the past Internet frenzy, but later facts have proved that only eyeballs are far from enough. {page_break}

　 Brand personality is more important.

In our investigation, we did find such a case. When event marketing can be consistent with brand image and brand personality, its power and sustainability are far better than single event hype.

Farmer's support for sports events is not a spur of the moment, but a rational analysis and long-term adherence. It can be said that farmer's support for sports has become part of the culture and belief of the company. Just as president of health hall said in an activity speech, our dream is exactly the same as sports spirit: gold medal and health. The long-term and generous investment in sports, the sunshine project spanning 8 years, and the ingenious docking with brand personality make it a little surprising that the "one penny" campaign won high votes.

Another praiseworthy is Haier. After so many years of fridge, Haier has such a high rate of attention because the incident has already coincided with Haier culture and Haier spirit. Haier has greatly improved the quality consciousness of Haier by "smashing the fridge" and has described this event as a historical event through continuous information publicity. The high integration of events and brands makes Haier still have high attention rate after 18 years.

Of course, event marketing is not only an option for small businesses to try to bring back weakness, but also more large enterprises and even transnational corporations use event marketing, such as Procter & Gamble and IBM in investigating events. The reason is that all kinds of commercial advertisements and other publicity activities are overheated. In today's media explosion and highly dense information era, there are thousands of brands of information directly and indirectly received by thousands of people. There are thousands of goods displayed in large supermarkets, but few of them can be remembered. Therefore, event marketing is becoming more and more popular and has become a popular marketing tool.

But when we launch event marketing, we really have to consider only the sensational effect of events, and ignore the rest of the business. What do we need to pay attention to besides the number of people who know and how much media coverage? {page_break}

　 　 speculation Events do not equal Brand building

Of course, it is no doubt that we should focus on event marketing. Including our online survey, we also asked respondents' concern about the incident.

Many enterprises want to make use of event marketing to make the information industry stir up their products to achieve the rapid expansion of product awareness. It should be said that advertising, promotion and event speculation are all short-term marketing behaviors. They are not too much to be taken to expand the visibility of enterprises and boost sales volume. But the key is that enterprises must pay attention to the relationship between short-term behavior and long-term behavior, not only pay attention to short-term promotion and speculation, but ignore the long-term construction of the market, such as brand building, channel construction, organizational restructuring, product development, management transformation, and personnel training.

For example, AUX, AUX air conditioning has been very familiar with speculation, and even one article about AUX is titled "non event not marketing". In addition to the white paper on cost mentioned in our survey, we also set up a penny air conditioning package, a Milu show, a mom and dad campaign, a white paper on air conditioning technology, and so on. The AUX, which was obscure in the first six or seven years, was famous from 2001 to now, and its sales volume rose straight. In 2002, it was also hyped up by "Wu Shihong". But we have to say that AUX's event marketing is one-sided overshooting. Too much energy and resources are put on the hype of events. It will have a marginal diminishing effect on consumers' minds and will have some negative effects on long-term brand building.

We should know that event marketing is not the same as the long-term brand building of an enterprise. Although it is sometimes quite effective to take advantage of the opportunity to launch a brand, it must be cautious how to make use of it. Fu Ya paint has been followed by speculation after drinking paint: for example, please be a cat and dog ambassador, let cats and dogs advertise, let the media pay attention to the health of the paint master. We can still see the scene of "drinking" on the publicity page or terminal POP of Fu Ya's website. However, the image of Fu Ya paint in the minds of consumers is still not improved. Even many people only know that "the boss is drinking paint" and do not know the brand of paint, so the effect of event marketing is not satisfactory.

Some enterprises think that event marketing is the trend of making information or public opinion, so as to achieve their own purpose. There is a "Si Wei Er" underwear, playing the "play" and "finish" homophonic writing tricks, the original good slogan "perfect woman" born into "play the beautiful woman", flaunt in Shanghai downtown, intended to create information effects, and take the opportunity to start the brand. The implication of his "playing with women" implied a sensational information effect. However, contrary to what happened, this event marketing did not bring sales impetus to "swill". Instead, it drew the punishment of the relevant departments in Shanghai, and lost about 200000.

In fact, this kind of "show" is more common in the past Internet frenzy, but later facts have proved that only eyeballs are far from enough.