Marketing Expert Xu Qiang: Marketing Events Should Be Avoided.

However, event marketing itself is a "double-edged sword". There are risks and crises. In the event marketing process, any sensational effect should pay attention to one principle, that is, we must not infringe on or sacrifice the interests of the third parties.

Mengniu did not adhere to this principle and had a great negative impact on Mengniu.

Therefore, when planning and implementing event marketing, we should avoid going into the following misunderstandings.

Not all events can be used by shoes and clothing enterprises. If the connotation of the brand has nothing to do with the incident, it will be hard to move the events, wantonly speculation and forcibly "grafting", so that the brand image or blurred of "grafting", or the bull's head will not achieve the desired result.

Shoes and clothing enterprises follow suit phenomenon is very serious, see other people's event marketing effect is good, just copy it, others burn shoes, I also burn shoes, others make movies, I also make movies, other people's events attracted a lot of "eyeball", I also follow suit, and lose their brand personality.

Some event marketing is risky, and its success stems from its ability to control events and understand events.

AOKANG's Christmas promotion of "Iraq, a shoe hit the world famous" promotional activities, if not well controlled, is likely to become an international event.

"Pornographic door" also had event marketing, but the result not only did not produce good reputation, but made some people notorious.

The shoes and clothing enterprises in the Yangtze River Delta have launched the "Star project" almost all of a sudden. Even a famous person has embarrassed the crying of different products in the same media.

Sponsorship is one of the means of event marketing, and sponsorship can expand the visibility of enterprises.

But do not consider their own reality, blindly use sponsorship strategy.

It not only wastes corporate capital, but also does not achieve the desired effect of event marketing.

Event marketing does not need to pay high advertising costs, low cost, but does not mean that no money; event marketing is fast, and does not imply a short-term tactical behavior.

Event marketing is not all isolated and unrelated. When we use it, we must integrate event marketing to avoid wasting resources.