Concept, Characteristics And Ways Of Event Marketing

　 1. Event marketing Meaning.

Event marketing is a marketing means with the influential news as the internal form and the appropriate marketing mode as the form of expression. enterprise The operation of event marketing can be classified into two categories: enterprises borrow social hot events or topics that exist, and combine enterprises or products. Sale A series of activities that are carried out on the purpose of communication are called "borrowing opportunities"; enterprises call themselves "momentum" by planning, organizing and producing events with news value and integrating their own resources to attract interest and attention from the media, social organizations and consumers.

　　 2, the characteristics of event marketing.

(1) relying on external events. The essence of event marketing is events. Whether enterprises plan their own events or borrow the existing social hot spots, event marketing has always revolved around a theme to achieve the sales goals of enterprises and establish a good image of enterprises.

(2) there are two purposes for dual purpose event marketing, one is to improve product sales, and the other is to create brand image. Two.

(3) the impartiality of the third party. All kinds of advertisements and information are overwhelming, but their authenticity is not clear. Therefore, when implementing event marketing, the company can transmit its products, services and ideas to the target market and target groups with the help of third party impartial organizations or authoritative individuals, so as to enhance their attention.

(4) a certain degree of risk. Because of the uncertainty of event development and the different degree of information receiver's acceptance of information, event marketing has unavoidable risk and risk can not be avoided but can be controlled, so enterprises should pay attention to it.

(5) interference from information reception is small. The accumulation of information has greatly affected the information that enterprises want to disseminate to the public. However, because of the help or manufacture of events that can quickly attract consumers' eyeballs, event marketing has firmly grasped the attention of the public, eliminated the interference of a large amount of junk information, and improved the effectiveness of communication.

(6) publicity costs are low. Event marketing avoids the high publicity expenses of other marketing methods, and can generate low investment and high return publicity effect, and even make enterprises become famous overnight.

　　 3, the principle of enterprise event marketing.

(1) the original motivation of event marketing, the scarcity of attention. "Attention is the mental concentration of a particular message. When all kinds of information come into the conscious range of human body, people will pay attention to a specific message and decide whether to take action. Attention for enterprises is a kind of resources that can be transformed into economic effects. Holding the attention of the public is also the driving force of event marketing.

(2) the bridge to realize event marketing -- the agenda setting of mass media. The so-called mass media agenda setting simply means that mass media have the function of setting the agenda for the public. The news reporting and information transmission activities of the media give different kinds of topics different degrees of significance, affecting people's judgment of the "great event" and the importance of the surrounding world. Therefore, if an enterprise wants to successfully implement an event marketing, it must be good at using the mass media. Only by relying on mass media activities such as news dissemination, advertising and mass media development, can we create a favorable environment for public opinion in order to help enterprises to achieve the purpose of borrowing or creating potential, causing widespread public attention. Therefore, mass media agenda setting is a bridge for event marketing.

(3) the necessary way of event marketing -- integrated marketing resources. Marketing Master Philip Kotler believes that integrated marketing is the work of all departments of an enterprise in order to serve the interests of customers. It has two meanings: one is to work together with different marketing means, the other is to work together with other departments. The resources of enterprise integration are manifested in the integration of various media distribution channels, the integration of information from various media channels, and the integration of various marketing tools.

(4) the ultimate goal of event marketing is to increase brand equity. As mentioned above, event marketing has dual purposes. One is to increase production and sales, the two is to create brand image. The improvement of production and sales is the direct effect of event marketing, and the shaping and strengthening of brand image is the indirect effect, and ultimately the accumulation of brand equity.

　 4, the way of event marketing.

(1) sports sponsorship strategy. Mainly through sponsorship, naming and other means, through the corresponding sports activities to carry out marketing, such as Olympic Games, world cup, NBA and so on. For example, there are 12 enterprises in the sixth phase TOP plan, including the 2008 Beijing Olympic Games, namely Lenovo, Coca-Cola, Kodak, OMEGA, source, Manulife, Samsung, general motors, McDonald's, Panasonic, Johnson and VISA.

(2) the strategy of news and public opinion. The enterprise uses the news that the society is worth and has a wide range of influence, and does not hesitate to link it with its own brand, so as to achieve the effect of communication by force. At this point, the Haier approach is a national example. At the first time of "7. 13" bidding for Olympic Games, Haier's congratulatory advertisement for 50 million yuan at the central stage was broadcast later. The information shows that on the night, Haier group's hotline was hit by consumers, believing that the Chinese people would recall the joy of history after many years, and would surely think of the national brand that shared their success with Haier.

(3) star effect strategy. Stars are the objective existence of the need for social development to intersect with the public's subjective wishes. From the perspective of Maslow's analysis of human psychological needs, when a Buyer no longer regards price and quality as a purchase worry, the celebrity's popularity should be used to increase the added value of the product, so that he can cultivate the feelings and associations of consumers to the product, so as to win consumers' pursuit of products. For example, after winning the gold medal and breaking the world record in the Olympic men's 100 meters final, Usai Bolt, Jamaica, excitedly took off the golden Puma running shoes to show people, and made a strong publicity for Puma.

Enterprises usually have two kinds of opportunities for event marketing, one is the timing of their own creation, and the other is the timing of external environment such as social environment and industry environment. Internal opportunities include business opening, anniversary celebrations, new product launch, major honors and other major events. External opportunities include important festivals, large events, major events at home and abroad, new regulations on industries, and new market opportunities.

To seize these two kinds of opportunities in time, we will achieve good results when we strike the iron hot.