Three steps to make your Internet event marketing popular!

Today, let’s talk about a marketing topic that many companies are concerned about - event marketing . Event marketing is the most common marketing method used by many companies in Internet communication and new media operations . Recent popular events include Kobe's retirement, Friendship Boat, and Descendants of the Sun. Event marketing is a double-edged sword. If you do well, your fans will think your company is trendy; if you do poorly, your fans will think you are unsophisticated.

Since event marketing is so important, how do we do it well?

Let’s first take a look at what event marketing is?

We usually say that when we can grasp the laws of news and make an event into one with news value, and through specific operations, let this news event be conveyed, we can achieve the effect of wide publicity. This is event marketing.

Isn't this definition nonsense? It doesn’t matter, you just need to remember that good event marketing can achieve twice the result with half the effort in corporate publicity and brand promotion!

Why do we do event marketing?

In order to utilize the potential energy of the event itself and connect users at low cost. This is the greatest significance of event marketing. The most valuable thing on the Internet is the users' eyeballs. Events themselves attract the attention of many users, so with their help, we can establish "connections" with users at a very low cost.

The next most critical question is, how to do event marketing? I searched the Internet and found that most of the methods are nonsense, such as the steps to create an event:

1. Determine communication goals.
2. Analyze the current public opinion environment.
3. Develop a topic communication plan.
4. Organize the topic implementation steps.

This is a methodology that “seems to be right, but is impossible to implement in practice”, so how do we do it?

The key to event marketing is brand marketing

It is difficult to directly market a new product through event marketing. It was possible before, but at this stage of the Internet, it is becoming increasingly difficult to market products through events. Because users' attention on the Internet is becoming more and more fragmented, it is difficult to sell products with a simple event marketing picture, so it is recommended that you give up relying on event marketing to sell products.

Use event marketing to consolidate or evoke users' memory of your brand. If brand memory is aroused, product sales will naturally increase in the later stage. Below is Durex’s advertisement when Kobe retired. All you need to do is make users think of your brand! When users remember you, sales will naturally occur.

Event Marketing One Picture at a Time

Nowadays, many event marketing images rely on the “two micros”, namely Weibo and WeChat, and are mainly spread through images. Everyone should pay attention here, even if you make 9 pictures, you can only send one each time you spread it.

Some editors spent a lot of effort to make 9 pictures and really hope that users can see them all. However, the promotion of 9 pictures is very poor, and each picture is folded up. Users can only know your content by clicking on it, which adds an extra step to conversion. If there is only one picture, users can see it directly, and the promotional effect will naturally be greatly improved.

Some companies also like to post pictures made up of 9 consecutive grids on their Moments. This kind of picture does have a great impact, but if you want users to spread it a second time, it is almost impossible. Because users will not save all your pictures and then post them in order. Therefore, although this method seems to be very effective, its secondary transmission ability is greatly reduced.

To sum up, a high-quality single picture is the best choice for event marketing.

The most important thing is that event marketing must seize the dissemination stage of the event

Event marketing has three stages: event dissemination stage, event outbreak stage, and event decay stage. The marketing methods at each stage are completely different. Take the friendship boat as an example.

First, the event propagation period

At this time, the incident was fermenting on the Internet. The key point of this period is to seize the event. Quickly capture online communication events through Weibo, Baidu Index, etc. Then start making your own "friendship boat", remember, it's mainly about branding. Too many words to describe the product and no one will read it.

The marketing at this stage is to change the copywriting of Friendship Boat.

Second, the outbreak period

Many companies that were slow to react only saw the Friendship Boat incident at this stage and began to follow up. But during this period, there are already many friendship boat companies in the circle of friends. We can see that a whole friendship has capsized. At this point, users have become numb. Think about it, there are so many copywritings about friendship boats, have you read them all?

No! You don’t want to watch it when you see the background of two people sitting on a boat, right! At this time, how should companies market?

It must not be just about changing the text, but also about changing the color of the boat and the color of the little man. Imagine a sea of ​​yellow friendship boats in your circle of friends, and suddenly a red one appears? Would you click on it?

Third, the event decline period

Now the golden period for event marketing is about 12 hours. At this time, some friends will post, “If anyone posts again that our friendship has capsized, I will really capsize our friendship.” This shows that many people are already disgusted with this incident. Then at this time, entering the user's perspective as a friendship boat would be "seeking death". What should I do then? Just make a promotional graphic that says “If anyone posts about our friendship capsizing again, I will make our friendship really capsize” and put a corporate logo on it. Can you do another wave?

This completes the entire event marketing cycle. Finally, don’t do the event marketing you did the day before the next day, otherwise the whole world will laugh at you!

Okay, that’s all I have to say about event marketing. In a nutshell, event marketing focuses on single-image brand marketing, paying attention to the three major marketing cycles before, during, and after event communication.

Good luck to everyone!