4000 words to teach you how to plan event marketing!
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Event marketing may be a very mysterious marketing method in most people's minds. Through a small event, the brand quickly became known to everyone through viral fission. This kind of effective means of achieving a great result with little effort has been tried before, but it didn’t make any splash. In fact, event marketing is not that magical or profound. It is just a low-cost, carefully considered and comprehensive marketing method. Next, I will give you an in-depth analysis of event marketing. What is event marketing? I divide event marketing into two types. The first one requires mentioning Durex’s official Weibo. As an operator , if you don’t know how expert Durex is in event marketing, then don’t call yourself an operator. In fact, it is more accurate to classify it as marketing by leveraging the trend. The method of leveraging the trend can be summarized as selecting the best hot spots, hybridizing them into topics of your own, fueling them into hot spots, generating fission-like dissemination, and bringing value to the company. Many companies have also learned this method. For example, whenever a hot topic appears, companies will hybridize the hot topic with the brand. In fact, it is of no use in terms of effect. Some people may wonder, Durex is very successful in this, XX is also very successful, why? Think about it calmly. Even if the most popular article about Durex is first published on your platform, will it be effective? The situation becomes clear if we compare the soil for leveraging marketing on our own platform with that of Durex. If the soil is not suitable and the treatment has no effect, it is better not to do it. Another type of event marketing is called momentum marketing, such as the Uniqlo.AVI incident, the China Auto Rental sign-holding incident, and the chicken feet gnawing incident on the subway... The hot spots themselves are created by the companies, and they use the traffic brought by the hot spots to carry out planned marketing activities. Uniqlo's data increased rapidly, and the chicken feet woman's value increased. Marketing hype is still very common on the streets, such as setting up stalls in strange costumes, street shows, and beauties exposing themselves to the extreme... However, most of them are just minor incidents, or they are shut down by the relevant departments before they even become a problem. Is it to create momentum or to take advantage of the momentum? Regarding the choice between creating momentum and leveraging momentum, I prefer the former, which is more difficult, relatively low cost, and has a direct effect. Taking advantage of the situation is easy to get started but difficult to master. There are only a few hot spots every day. Because of Durex’s sharing, many people have “learned” to take advantage of the situation, which will cause the hot spots to be snatched up. The characteristic of hot spots is that they dissipate quickly. Most small and medium-sized enterprises do not have communication advantages, so the communication costs will be very high. It is also costly to have too complete a team of personnel. It is difficult to win the competition if the team is incomplete and unprofessional. In addition, it is even more impossible to invest a large budget into it. Under such circumstances, there is really no advantage for small and medium-sized enterprises to take advantage of the situation. As for momentum marketing, although the budget is larger, there is plenty of time. You can develop the most suitable event marketing for yourself based on the existing resources, turning the event into a hot spot. The direction of the hot spot is all under your control. When a large amount of traffic comes, I believe everyone knows how to use it. Regarding the final choice of the enterprise, it is recommended to find the answer through a horizontal comparison of effect plus cost. How to create a sensational event marketing? That’s right, it was very sensational. All traditional media, forums, WeChat and Weibo became popular. It is easy to plan small-scale event marketing, but it is difficult to create a sensation due to its many loopholes. However, large-scale event marketing is bound to be complex. Complex hype can be divided into five major components: activity goal planning, seed topic planning, activity implementation planning, budget forecasting, and risk control planning. If you think and plan according to these 5 points, complex event marketing will become clear and simple. 1: How to plan activity goals? You need to have a goal when doing anything. The activity goal is the starting point of marketing campaigns. Planners need to know which company data can be improved through this marketing campaign and how the data can help the company's development. The data must be relevant, clear, and measurable. Relevance means that the data and the goal must be relevant. For example, if the goal is to increase the company's order volume by 100,000 in one month, but the event marketing goal is to increase the number of pictures and texts on the official account by 100,000, this is obviously inappropriate. Clarity means knowing clearly what value event marketing will improve. For example, event marketing may lead to coverage by two major portals, which may bring in more new fans to the official account, orders, and profits. Measurable means to have data-based goals, such as increasing the number of new users by 200, rather than increasing the number of new users by a large amount, or adding 100-500 new users. 2: How to plan seed topics? Seed topics generally require planning of time, place, and seed events. Don't make time plans based on your own ideas. Instead, plan your time based on your goals and leave enough time for the plans to be implemented. Take a comprehensive approach based on the best execution time for events and ultimately choose a time point with the best results and lowest cost. Location planning mainly considers feasibility, topicality, event self-propagation ability, and risk prevention. For example, if you choose to locate in front of Tiananmen Square, the first three items are all good, but unfortunately the risk is extremely high, so it is obviously not suitable. Seed events are the most critical point in this link. First of all, the word "event" should be understood as a piece of news that can easily attract people's attention. It has the function of making the media, reporters, and the masses excited. For example, there are a large number of celebrity calls for declarations in China Auto Rental. Such things are very unusual and will make people curious about what happened. From a news perspective, it is a big deal and explosive material, which can bring a lot of traffic to the media and reduce your activity costs. The so-called seed is a topic with extensibility, which can allow the event to ferment better and bring more lasting traffic to the company. Without the topic of typos in China Auto Rental, there would be all kinds of discussions on the Internet about the right and wrong of China Auto Rental's marketing... The China Auto Rental incident was just a piece of news that could be big or small. A seed event content that is easy to spread by itself should grasp the following points: 1: Fun and interesting. A fun and interesting event is more likely to be spread widely by ordinary consumers and become a hot topic. In addition, media people do not like to report things that are not fun. 2: It looks real. Nowadays, there is too much LOW marketing, which has caused media people and the public to be very wary and do not want to be exploited by companies. 3: It’s rare to see it. Because it doesn’t happen often, you should take photos and videos and send them to others to show off. 4: Close to life, unless you hope that after people see this incident, the first thing they think is, what does it have to do with me? 5: Positive public opinion. Things with positive public opinion are easier to spread, and will be of great help when brands get involved later. 3: How to plan the implementation of activities? The implementation of an activity is a very complicated matter. I usually plan it into five periods: 1. Incubation period, 2. Early stage of communication, 3. Middle stage of communication, 4. Late stage of communication, 5. Closing stage The focus of each period is different. The whole process can be likened to roasting sweet potatoes. During the brewing period, charcoal, sweet potatoes and other items are prepared. The initial stage is to ignite the charcoal. In the middle stage, the charcoal fire is made big enough. In the later stage, the charcoal fire is used to roast the sweet potatoes. In the final stage, the sweet potatoes are tasted. The planning method can be to plan the details in each period using the idea of targets, weapons, and bullets: 1 Target is the goal of a small stage. 2 bullets, that is several solutions to complete the goal. 3. Weapons, that is, who will do it and how to do it. 1: Planning during the incubation period. This period is the preparation stage, during which various preparatory work is carried out to ensure the smooth implementation of marketing campaigns. For example, if the protagonist of the event is an actor, where can we recruit part-time actors? What are the requirements? This planning is like baking a delicious sweet potato. The more you consider the details, such as sweet potatoes, charcoal, seasonings, chopsticks... the more you consider the details, the higher the chance of successfully baking the sweet potato. You can use mind mapping software to draw an outline first, and then list all the details in Excel. 2: Initial communication planning. This stage is like lighting a fire with a match. It mainly involves selecting suitable media to release news. The purpose is to spread the event initially. Channels can include WeChat celebrities, Weibo celebrities, websites, news media, and television media. These channels have different costs compared to different ignition tools . The best way is not to use ignition tools. This method requires that the seed topic is hot enough so that users will actively forward it after seeing it. Think about the difference in the initial spread of the Uniqlo incident and the Sparta incident in Sanlitun, Beijing . It is obvious that Uniqlo was artificially controlled, while Sparta was a natural outbreak. At this stage, the media's positioning needs to be adjusted from usual times. If your event is good, the media will take the initiative to report it. Even if it is an event created by a completely unknown startup company like you, the media will be very positive. The prerequisite is whether your seed topic is exciting enough for the media. 3: Mid-term communication plan. This stage is like fanning the sweet potatoes during roasting. The main method is to mobilize both positive and negative water armies to create topics, stir up controversy, turn the event into a hot spot, and let more people participate in the controversy, making the hot spot hotter. The "big troll army" refers to media professionals, and it is suggested to set up two people, one with positive and one with negative views, to perform a double act and cause controversy. Large water armies are generally used in news and information media. The small water army can be understood as the legendary 50-cent party. They can increase the speed of dissemination and the number of reposts on the Internet, and can also play a certain role in causing controversy. Small water armies are usually used in social communities, forums and other channels. The significance of the big and small water armies here is not to brainwash people and introduce companies, but to take the lead in controversy, just like the Red Guard in the movie "Mojin: The Lost Tomb", who stood on a high place, holding a red book in his hand, and instilled anti-superstition ideas in everyone. Then the originally hesitant crowd became enthusiastic about opposing superstition. The significance of the water army is to mobilize the public's resonance and lead everyone to dispute together. For example, some of the keywords that appeared in Uniqlo at that time were “human flesh search”, “exposure”, “planned by Uniqlo”, and “definitely not planned by Uniqlo”. Can we think deeply about their accidental appearance? Purpose of appearance? What is the direction of public opinion on Weibo and Tieba? Another example is the typo incident of China Auto Rental, which also attracted comments such as “China Auto Rental, it’s a mistake in one word!”, “Sex, intimidation and typos are disastrous marketing for China Auto Rental ” and “If the purpose was to make the headlines, China Auto Rental has done it this time”. You guessed it, if it weren't for these fiercely controversial articles, these two events would have ended in one day. At this stage, you can come up with bold ideas like in a soap opera. The views of both the pro and con sides must be shocking and powerful, so that media people with different ideas will be excited and inspired after reading them, as if they saw a large number of readers of their articles. At this time, you need to have the mentality of an American TV series screenwriter. Even if the protagonist needs to die, you can give the audience a very reasonable reason to resurrect him. 4: Post-communication planning. This stage is all about baking sweet potatoes with great care. The main thing is to keep up with various brand marketing activities and at the same time, to break news to keep the hot spots lasting. The ways of breaking news include writing news comments, publishing condemnatory or questioning reports, breaking inside information, maintaining the image, etc. The purpose is to create a topic environment for media people so that they have content to continue to dispute. For example, Uniqlo later revealed that "XX committed suicide" and "the police intervened." How to deal with it during this period? Learn more about the entertainment industry. This circle is best at creating news. Zhou Hongyi and Liu Qiangdong in the Internet circle are also very good at it. You can learn a lot from them. The key word is "supposedly". 5: Closing stage planning. This stage mainly involves carefully tasting the sweet potatoes and thinking about the entire process of roasting the sweet potatoes, studying the successes and failures of this roasted sweet potatoes, and the main thing to do is to focus on retention and summarize the activities. Retention is to turn traffic into data through various activity operations. Summarize the good and bad points of the entire event and lay the foundation for the next event marketing. This stage can be considered in the way of PDCA: p is the plan for the entire event marketing d is the execution process c is to check the good and bad aspects of the process and results a to correct the problems, find reliable ways to avoid making the same problems next time, determine follow-up goals, and make the next plan. 4: How to plan the activity budget? Budget is an essential part of every activity. Budget planning means estimating the costs involved in the entire activity at the highest value and clearly displaying it through tables and other means. The core of this link is to tell the company how much money it needs to spend, and that the money must be so much and worth it. When planning your budget, you must consider spending money efficiently. For example, the cost of performers for the event can be done by internal employees themselves, which is the lowest cost, or by hiring part-time workers, which costs 100-300 yuan a day, or by hiring professional actors, which costs 2,000-5,000 yuan a day. Your stingy boss may make you choose internal people to perform, and your own people may cause the entire event to fail due to their unprofessionalism, and ultimately all manpower, energy, and financial resources will be wasted. The seemingly most cost-effective way is actually the most costly. Therefore, when planning events, we need to consider all aspects when spending money and choose efficient ways to spend it. When a plan and its budget come out that will cause a sensation in the news media and get people excited, the first thing to do is not to immediately ask the CEO for review. As a planner, please calm down and think about whether there are lighter, easier to implement, and more efficient ways to achieve the same data and goals. You need to make a horizontal comparison. 5: How to plan risk control? Risk control means going through all the previous processes again, and thinking calmly to see what risks there are, what is uncontrollable, what methods can be used to remedy the risky areas, and finally put together a set of emergency plans to deal with risks in each link. One of the most important considerations in risk control is river crabs. If this point is not fully considered, the risk factor is extremely high. When doing any outdoor activities, you must investigate which government departments will be in charge and what the bottom line is. Never touch their bottom line to do marketing. Otherwise, the more successful the event is and the greater its influence is, the faster it will die. In the end, the public will only know "a certain company" but not you and your product. Epilogue: At this point in the article, I believe everyone has some framework for event marketing. This article is mainly to teach you to think clearly about what event marketing is all about, and what the framework looks like if you want to plan it. Only when you figure it out can you know what to do, and only when you know what to do can you think about and find ways to do it. Only in this way can you simplify the complexity and then solve it well. Remember this: do simple things in a complicated way, and do complicated things attentively. Only in this way can event marketing be done more detailed and have a higher success rate. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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