[Case] ​​A case tells you how to do event marketing?

The east wind blows and the war drums beat, who is afraid of who when it comes to event marketing? Marketers all know that a successful event marketing requires precise planning from content to channels, from creativity to execution. If you are not careful, you will end up losing money to gain publicity. The other extreme is even more worrying: the event becomes popular, but no one remembers your brand. For the latter, please refer to the "300 Spartans" marketing case.

After saying so much nonsense, I just want to point out that event marketing may seem simple but you can’t just play it casually. In this article, the author will share the operation of event marketing with the help of a case study. Please give your comments.

A few days ago, a topic on Weibo became popular. #Getting fat should be considered a work injury# was called "the most bizarre work injury" by netizens after the "most awesome resignation letter". The incident tells the story of an "overtime dog" employee of an Internet catering company who applied for a work injury because he gained weight after trying new dishes. The boss generously approved the application and organized him to participate in the 2016 Chongqing Marathon.

Screenshot of the event Weibo

In just two days, the number of readings of the topic on Weibo soared to nearly 700,000, and the number of reposts exceeded 10,000, and it was once ranked in the top 50 social topics. On major local forums in Chongqing, such as the Rail Passenger Network, Dayu Forum, and Shopaholic Forum, discussions about "work injuries" attracted tens of thousands of netizens to reply and discuss. Urban Hot News and Chongqing News Channel both reported on the matter in turn.

Next, the author will teach you step by step how to do a stylish event marketing based on this case.

1. Take advantage of the situation or create momentum? This is a problem

When it comes to event marketing, the choice is always between leveraging momentum or creating momentum. In fact, both have very successful cases. The former is like Durex, the "little prince of taking advantage of the situation", where a rainstorm can become a marketing tool for Durex, and the latter is like Coca-Cola, which has been successful in social marketing time and time again.

The author believes that the choice between leveraging momentum and creating momentum requires a horizontal comparison from effect prediction to cost control before a final choice can be made. Creating momentum communication has high costs but is highly controllable, and there can be ample time to plan events. Leveraging momentum communication has low costs but is uncontrollable, and the extreme focus on hot spots will dilute the marketing effect. Therefore, for many small businesses, taking advantage of the situation to create momentum should be the first choice. This is not a tongue twister. Simply put, take advantage of the situation to gather traffic and create momentum to attract attention.

The "Being fat should be considered a work-related injury" incident is a communication case that combines leveraging momentum with creating momentum. What momentum is being leveraged?

2016 Horse Racing Event!

March 20th was the day when the Chongqing Marathon started. The city's enthusiasm for running became the main theme of Chongqing. The marathon event information that almost flooded the circle of friends attracted the attention of citizens all over the city to the stadium. An international event of this scale naturally provided a natural breeding ground for marketing.

Therefore, this incident first took advantage of the momentum of the horse race.

2. Content is king. Where do hot topics come from?

After taking advantage of the momentum, you have to create momentum. Creating momentum means creating topics and looking for breaking news. It is generally believed that a topic that is easy to spread needs to meet the following points:

1. Interestingness This is easy to understand. Audiences and media will not like bland topics.

2. Sense of participation How can users have the desire to forward if they don’t participate? Empathetic participation is crucial;

3. Authenticity In this age of rampant marketing, audiences and media have long developed immunity to it, and untrue things are unlikely to resonate with people.

So where do hot topics come from?

This case provides a relatively perfect interpretation. The so-called breaking news is not just based on wild imagination, but also requires creative upgrades around the product or brand itself.

Students who have seen the "Being fat should be considered a work injury" incident should know that this seemingly nonsensical work injury application is actually a carefully planned series of topics. The entire topic revolves around "fat" and "work injury". For many netizens, these are two words that are completely unrelated. However, when these two words are put together, it is already very interesting. Then, because of "fatness", the marathon was participated in. The authenticity of the marathon is coupled with the participation photos, and the authenticity of the topic is also verified. This topic already has the basis for a news explosion.

However, this is not enough, what about the sense of participation? There is one detail that needs special attention. "Overtime Dog" is an Internet catering company. New products will be put online after many internal tastings, and employees gain weight precisely because of the tastings. The three words "tasting", "fat" and "work injury" form a strong contrast. OK, this topic is enough and the joke teller has a lot of room to play. More importantly, the high-quality product image of the takeaway brand has also been subtly rooted in people's hearts, and the brand image has been effectively implanted without their knowledge.

The event must be popular, and the brand must also be popular. This is the ultimate goal of event marketing.

3. Does media combination mean finding channels to publish soft articles?

In addition to the need for explosive content, the choice of media mix has also become an important factor affecting the effectiveness of event marketing communication.

Generally speaking, a complete event communication can be roughly divided into the detonation stage, climax stage, and epilogue stage. Each stage requires the selection of an appropriate media combination for support. Common communication media generally include forums, Weibo, WeChat self-media, portal media, television media, newspaper media and other channels. At the same time, cooperate with KOLs in various fields to raise the topic to a new level. These media have different characteristics and their cost prices may also vary. Of course, this mainly refers to the outbreak of events that are artificially controlled. Natural media reporting is of course another matter.

The topic of "being fat should be considered a work-related injury" itself is a topic with strong social significance. If we carefully consider the channels through which the incident was triggered, the entire incident started from several local Chongqing forums, attracting netizens to participate in the discussion, and then the newspapers and media followed up with reports, which brought the incident to a small climax, causing spontaneous dissemination in the circle of friends and news reports on TV stations, and finally the incident was completely detonated through Weibo. Analyzing the communication logic of the entire event, from the one-way communication of traditional media to the two-way communication of social media, the integration of the two makes this communication more three-dimensional and the audience participation will undoubtedly be higher.

However, it is quite surprising that compared with conventional event marketing, there is basically no KOL and soft-text promotion in the entire event dissemination process. But it must be said that this event that seems to have no support from KOL actually achieved a successful detonating effect. Perhaps this is the charm of natural communication.

Of course, event marketing requires the right time, place and people. All three are indispensable. Simple things should be done in a complicated way, and complicated things should be done with care. Only then will such marketing be more valuable.

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This article was written by @静sir and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!