Event Marketing &Nbsp; Suit Brand Personality

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.

Brand personality is more important.

In our investigation, we did find such a case.

When event marketing can be combined with

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 refrigerator", and has described this incident as a historical event by continuous news propaganda.

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 pnational 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 is not equal to brand building.

Of course, let's focus on events.

Many enterprises want to use event marketing to make the news industry stir fry their products so as to achieve the rapid expansion of product popularity. It should be said that advertising, promotion and event hype are a short-term marketing behavior. It is to expand enterprise popularity and promote sales service. The key point is that the enterprise must pay attention to the relationship between short-term behavior and long-term behavior, not only pay attention to short-term sales promotion and speculation, but ignore the long-term construction of the market, such as brand construction, organizational structure adjustment, product R & D, management change, talent training and so on.

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 news or public opinion, so as to achieve their own purpose. There is a "swill" underwear, playing with "playing" and "finishing" homophonic writing tricks, making a good slogan "perfect woman" to "play the beautiful woman", and flaunt the Downtown Market in Shanghai.

Its implication of "playing with women" does cause a sensational news effect. However, contrary to the expectation, this event marketing did not bring sales impetus to the "swill", but drew the punishment of the relevant departments of Shanghai, which was 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.