The role of event marketing in marketing has been underestimated.

herein public number from the micro-channel “Timely” (ID: SocialTouchST).

One minute to see the essence of the full text:

1, can form event communication, is the advanced marketing action;

2, companies need to use marketing marketing thinking to do marketing planning;

3. The essence of event marketing is to tap the “news point” to form a continuous wave of communication through the pre-burial of news points to form a public relations influence;

4, the key to event marketing is accurate insight;

5. A successful event marketing can link brand communication, product volume, sales system empowerment, and even sales leads or sales conversions to form a closed loop of product efficiency;

6. Trilogy of screen event marketing: creating phenomena-level user participation; creating emotional resonance and interaction for users to enter; promoting reflection on the concept level and then user behavior transformation, and interacting with the company;

7. A successful and influential event marketing project with insights, ideas, events, media and data support.

In the economic downturn, competing products are mixed, homogenization is serious, competition is crazy, and the market performance of enterprises is the marketing internal power. Generally speaking, enterprise marketing faces many pain points such as precise positioning, open funnel, traffic conversion, channel management, product integration, etc. These troubles are complicated and often plucked with radishes, but Through event marketing, you may be able to open up new ideas for solving marketing pain points.

How to solve corporate marketing pain points through event marketing? Why do all marketing actions are “creating events”? How to create a phenomenal event marketing? What precautions? This article may be able to inspire you.

This issue of experts Daisy Chai Yiqi Timely SVP Event Marketing Expert

20Advertising public relations practice. Service customers include automotive, pharmaceutical, 3C, fast-moving, sports brands, street fashion, internet and NGO.

Interview, Editor/Condit Writer/周在安 The following is an expert opinion

Three major pain points can be solved with “events”?

The problem of marketing effectiveness has always been the heart of the enterprise. From the overall point of view, Enterprises generally face three major pain points in marketing planning and execution:

1. The problem of product quality that has been difficult to balance, the brand influence and the sales efficiency are mutually separated. In the process of implementation, they are out of touch with each other, causing the loss of their own. In particular, brand influence is often attributed to the marketing department. Sales are often the responsibility of the sales department, which inevitably leads to differences in departmental objectives and marketing internal consumption;

2, each marketing action is isolated from each other, and it is difficult to form a synergy between marketing activities, deepen the perception of user brand, and can not directly give up, give up the opportunity to speak. Can not find the centralized marketing output point, so that each marketing action is different, and even consume each other, resulting in a reduction in overall marketing efficiency;

3. On the online and offline marketing channel management, it is difficult for the enterprise and the distributor to unify the interests. The two are often unable to focus on the marketing actions, and it is difficult to manage multiple marketing channels. .

These three major problems plague almost every large enterprise. To solve these pain points fundamentally, it often needs to be hurt from the management logic and mode, and even the organizational structure. However, if we look at it from a marketing point of view, an excellent event marketing may be able to coordinate these pain points and become a detachment link for these companies’ marketing pain points.

Below we explain by an example.

Case: Using a conference to solve four puzzles

For car companies, the new car conference has become a standard marketing campaign for the launch of new cars. However, if the marketing is only carried out in the usual way, the brand can only achieve the purpose of new products to be released externally. Reach the consumer crowd and drive product sales. Even after the press conference, the regional launch, regional marketing and product experience and continuous voice, the brand for dealer management, training, and efforts to continue to empower the post-operation, but still limited effect.

Use event marketing to let companies

The conventional car joint venture new car listing path, lack of systematic access

So when we serve a car brand, we hope to pass an event marketing based on the new product launch, while at the same time dredge the brand, sales, dealer channels, consumer multi-party problems, and use the marketing power of the event to achieve a brand-wide solution. Program. Based on this strategy, Time Fun believes that this event event marketing needs to achieve the following objectives:

1, With the conference event as the hub, form a set of integrated marketing solutions covering online and offline, forming a global influence spread;

2. Let the press conference be the core event form a marketing closed loop, which can not only export the brand value, but also direct the traffic flow to realize the new car sales and enhance the brand influence; p>

3. Effective warm-up attracts consumer interaction, open funnel drainage, precipitate private traffic;

4, in addition to the brand side, the media, the consumer, the dealer’s empowerment into the entire communication framework, through the full range of authorized dealers, let dealers get Real sales diversion and sales force improvement;

5. Through the various materials and activities design in the whole marketing process, Complete the standardization training guide for dealers, and complete the dealer system empowerment after the new products are listed.

Use event marketing to let companies

But if you want to achieve a five-pronged marketing in the marketing event, we need at least two two difficulties:

NO.1 – The first difficulty is how to integrate online and offline traffic and import it into the brand traffic pool to form a sales closed loop?

Our method is to open the upper funnel and continue to drain in a H5 by locating the target group image and its social platform traces during the warm-up period before the brand launch. Through the cooperation of ticket delivery, points, lottery and other means to guide users to retain capital, so as to follow up again; in addition, through the use of live broadcast platform, KOL, KOC and other social communication methods combined with the conference event itself, open the online and offline traffic channels .

NO.2 – The second difficulty is how to fully empower dealers throughout the marketing cycle.Mobile sales in the late stage?

Our solution is:

  • In the pre-heating period, first select the top ten gold medal sales from the major sales areas of the car brand as [KOC] representatives for secret training and “cultivation”, so that in the short term From image to consciousness, from awareness change, from change to output, reserve short-spot traffic through online short video to create “Net Red” gold sales;

  • In the detonation period of the press conference, focus on the release of Top Ten User Scene Shows with different regional characteristics, and let the top ten trained “Cultivate” gold medals to sell KOC to live broadcast. The form of canvassing PK, interactive off-site online submarines; combined with the product USP “one-word transaction” to promote the typical car scene in its location, prepare the new year’s right to use several new cars as a lucky draw;

  • After the conference, the top ten sales KOCs returned to major sales areas, along with the brand side. Introducing innovative sales ideas and words into major sales areas and tracking them , to match the regular new car listed dealer training, improve the overall sales system.

  • Innovative regional test drive experience mode, restore the regional typical car scene test drive announced at the press conference, invite the early H5 resident submarine and local submersible experience test drive.

Use event marketing to let companies

Interest insight engine service Tips:

1. Creative H5 and cooperative media choose accurate delivery guide, including user portraits, and compare the regional capital of core competing products;

2. Divide to the brand sales area according to the geographical area, and continue to maintain through the social platform to facilitate the store, experience and conversion.

Open up products and sales, link users and sales personnel, let brands empower dealers through traffic and training in the form of conference events, drive the communication and transformation of brand post-traffic, and form a marketing closed loop based on the event of the conference. , solve the four major problems that plague traditional car companies.

This string of marketing beads, the conference will become the biggest and brightest oneOne.

“Phenomenon-level” event marketing also has a routine to find

In addition to the above-mentioned event planning, the more excellent result is to turn “doing things” into “phenomenon level”. The phenomenon-level event marketing is the communication effect that the current brand is pursuing. Do we have a rule for this opportunity that we can’t meet?

Build a phenomenal event marketing, the focus is on the spread of user propagation through different stages of event propagation. Overall, it can be achieved through the “phenometic event marketing trilogy”:

Use event marketing to let companies

Step 1: Discover insights from the phenomenal level and promote user engagement

To create an event-oriented event marketing, you first need to find a public sentimental insight, which is derived from the daily observations of the phenomenal level, through some social phenomena, to unearth the general pain points of the people behind them, and then Further conceptual packaging.

For example, when we participated in the marketing campaign of the “New Escape from Beishangguang” event, the emotional insight behind it is actually the social pressure of this generation of young people and the thinking and exploration of self-worth, whether it is for The first-line “Northern Shanghai” users can still have empathy for the first-line and second- and third-line users, so the public will pay attention to this matter and substitute themselves to participate in thinking and discussion.

In other words, the source of all screen-level events comes from a certain suppressed social sentiment. The event is to give this emotion an exit and let the user participate in the expression.

Step 2: Resonate from the emotional level to help users enter

By analyzing big data and identifying incident insights, marketers can use these insights to find the specific source of the event and engage users in specific activities through specific scenarios and settings. In the whole event operation, the marketer needs to pre-embed a number of “creative points”. These creative points are usually a specific user scene, releasing the user’s expression desire and letting the user turn from attention to participation.

After substituting an event character, the user can guide them to engage more friends around the event through a series of sharing fission settings, and the influence of the event is continuously promoted.

Step 3: Express attitudes from a conceptual perspective and let users reflect on

After the user has participated, in the final part of the event marketing, you need to refine it.