Monthly Business Benchmarking: From the "Shenzhou", "Shenzhou VI" See Event Marketing - sports and leisure industry
Monthly business benchmarking? Key cases Same event marketing, "Shenzhou VI" marketing is associated with loss due to product, the result is not satisfactory
Event marketing can not be divorced from the brand's core idea, we must uphold the principle of relevance, only the brand connection with the natural flow of events in order to allow consumers to transfer the enthusiasm of the event marketing to the product
2005 10 17, China's "Shenzhou VI" manned spacecraft landed successfully. An occasion to "Shenzhou VI", Chinese enterprises have set off a public event marketing climax. It can be said, from the "Shenzhou" to the "Shenzhou VI" China's space industry has made considerable progress; from "Shenzhou" to the "Shenzhou VI", event marketing, but as products associated with missing, the result is not satisfactory.
Fact, whether the "Shenzhou" or "Shenzhou VI", to succeed, the key is to grasp the essence of event marketing, "to use the wonderful, Bottom of Heart." Even if the same opportunity, the same event, the use of different methods, the results achieved are not the same. This depends largely on the business and marketing communications to event planners to grasp the law of vision and skill.
As for the general congratulations "Shenzhou VI" flying ads, the message is often buried in the public and can not leave any impression on people, so-called "Heke profit under the door, a gift must have character."
Event marketing in China from scratch, from childish to mature, I participated in and witnessed the whole process. Now think of the "Shenzhou VI" marketing, the author summarizes and Prospects "Shenzhou spacecraft," the law and the essence of event marketing to entrepreneurs who bring innovative concepts.
Point one: "Shenzhou" series is "the first brand communities", is the best news pretext
Planning event marketing, it first has selected a news pretext, to give it newsworthy, so the media can benefit, so as to "launch news." Event marketing news and seize, grasp the media's eye on the same time, grasped the audience's eye.
The occasion to "Shenzhou" series is undoubtedly the best pretext, because the "Shenzhou" is the first brand groups.
The Chinese business community, the "Shenzhou" series launch is a rare event in all publicity machines will be mobilized, "Shenzhou", "Shenzhou VI", "seven gods", "God ... ... "will be portrayed as" the first brand communities. " Since it is China's "first brand group" will have a strong brand name effect.
Linked with the Shenzhou series of brand brand, if in the event planning and implementation of marketing in the hold of the essence, will be given a brand halo, so as to enhance product and brand image, since the Shenzhou spacecraft itself is a kind of top technology and top-end, the most sophisticated quality assurance and quality symbol, but also implying the Chinese national spirit of self-confident temperament. With the "Shenzhou VI" alliance, icing on the cake for the brand and strengthen its product image and brand image in the eyes of the consumer brand mapping.
Point 2: placement accuracy, grasp the point with the events of the association Event marketing can not be divorced from the brand's core idea, we must uphold the principle of relevance, only the brand connection with the natural flow of events in order to allow consumers to transfer the enthusiasm of the event marketing to the product.
To Mengniu, for example, sponsored "Shenzhou" is not Mengniu one, but today people can clearly remember the devaluation Mengniu. Mengniu grasp the essence of that event marketing, to find the "physical health" and "Shenzhou" relevance. The connection point is Mengniu from the perspective of brand building, integrated into its own brand of long-term strategic planning went.
Event marketing is the ultimate goal of the enterprise would like to spread the message to the public. In the "special milk, Mengniu become astronauts," event marketing process, Mengniu has the public's concerns, the core point of the event, the brand's appeal coincides with the point, the formation of three-point line, through the line.
I am Components Electronic suppliers writer, reports some information about bransonic ultrasonic cleaner , small dust collector.