Analysis of brand event marketing!

In recent years, the life cycle of traffic stars, internet celebrity brands, and even a hot spot has been rapidly shortening. Brands of all levels and types are all worried about traffic. In today's world where traffic is extremely inward-looking, event marketing has become a means of communication that every company must master. This article analyzes event marketing and is recommended for friends who are interested in brand marketing.

Recently, many people have begun to discuss the relationship between the new consumer track and capital. This topic is essentially a multiple-choice question: do you want to do a business that makes quick money, or do you want to build a long-term brand.

It reveals the independent choices of some brands under the short-term dividends generated during the rapid development of the Chinese market. It is often in these uncertain trends that great brands are easily born.

In fact, no matter what kind of bonus it is, the ultimate goal of the brand is to realize commercialization through the acquisition of traffic. The only difference lies in the difficulty of acquiring traffic and the sustainability and influence of the right to speak.

This can be well verified from the marketing in various circles today. The most obvious one is fan circle marketing, which makes full use of traffic stars to realize monetization. This logic is essentially no different from those of internet celebrity brands that pursue traffic and brands that irrationally take advantage of hot topics.

However, in recent years, you will find that the life cycle of traffic stars, Internet celebrity brands, and even a hot spot is rapidly shortening, which shows the degree of internal competition.

In order to fight against internal circulation and win sufficient exposure when traffic is extremely dispersed, brands are racking their brains. Rich internet celebrity brands or new consumer tracks directly adopt the hard investment model. Large and medium-sized brands are eager to try, while small and medium-sized and even traditional companies are in a dilemma. However, no matter what level or type of brand, they are all anxious about traffic.

In today's world where traffic is extremely involuted, do brands have no particularly good winning rules? In fact, if you look at it from a higher dimension, this problem is not difficult to solve. The logic is very simple: create traffic without traffic.

1. Hot topics change, but event marketing remains

In the current marketing context, if brands want to gain traffic, events are an inevitable part.

On the one hand, event marketing is essentially a logic of small-for-big wins, which can help brands save a lot of costs. On the other hand, its effect is immeasurable. Once it ferments, it is very likely to achieve a true breakthrough.

For example, the previous Peppa Pig, Houlang, Mixue Bingcheng, etc. can all be understood as event marketing in a certain sense. This includes the recently popular Xiaoguan Tea, which created an event with the core theme of "Remember the name in your heart, thank you——" and has aroused a lot of discussion. The specific content is to write down the name of the person to be thanked by hand, and then shoot a one-hour video. Through such content, it not only attracts the attention of users, but also indirectly conveys the brand's intentions.

To put it bluntly, the underlying logic of event marketing is to create something. There are often several dimensions of standards involved. The first and most core one is the viral element. The viral element can be divided into emotions, hot topics, and topics of conversation. The hot topic is easy to understand. In essence, it is to take advantage of the situation to shorten the cognitive path.

Emotions are not difficult to understand. By telling stories or doing something to achieve emotional resonance, we can achieve viral transmission, such as the well-known "Ice Bucket Challenge" case.

In fact, talking points are about creating topics and providing things to talk about. For example, the underlying logic of many of NetEase's test H5s is to provide people with identity authentication, thereby achieving viral spread.

In addition to viral factors, brands should also better plan the dissemination strategy of event content, because an event often first ferments in a niche circle.

For example, the Mixue Bingcheng incident first fermented in the ghost animal area of ​​​​Bilibili, and then spread rapidly and significantly. In this regard, brands should plan based on viral content, such as which channels to choose for positive energy, how to spread humorous content, etc.

In fact, event marketing is neither difficult nor simple. The difficulty lies in whether the scale of the event exceeds the bottom line of the public and the law, whether the insights therein touch the users, and whether the content disseminated can be spread spontaneously by users. The simple part is that it is a very simple event that expresses a point of view or presents a form of entertainment.

2. Event marketing can also apply the superposition effect

In fact, people already have many methodologies about communication, including celebrity effect, herd effect, etc. Event marketing can actually be the superposition of multiple reactions.

For example, many cases that go viral, in addition to factors of human planning, are more or less metaphysical. Many traders themselves say that they did not predict such a communication effect. Therefore, the superimposed effect of event marketing can increase the probability of viral communication.

For example, the Mixue Ice City incident was a largely accidental event. So how can a brand better control this randomness and increase the probability of breaking out of the circle?

The core still needs to be extended from three dimensions:

The first dimension is what special thing the influential person does .

There are many cases of celebrity effect + bizarre events. Many celebrity endorsements follow this principle, including the aforementioned "Ice Bucket Challenge" and the previously popular bottle cap kicking challenge on Douyin. But why are some events so popular while others are just average?

The core lies in what celebrities have done that is worthy of users' attention. For example, it is difficult to arouse the public's appetite for celebrity live broadcasts at present. Instead, what celebrities do in live broadcasts will be more attractive. Therefore, how to polish this matter and what meaning to give it are what brands should seriously consider.

The second dimension is testimony events.

The testimony here is not really a testimony for the brand or the product, but a small group of people are willing to call for a certain point of the product or brand. For example, Xiaomi’s early enthusiasts are a good example. Iron-clad Mi fans support Xiaomi. This can easily form a topic of discussion among people, and the spread naturally generates a model including Mixue Bingcheng UGC. The underlying logic is also the idea of ​​testimony.

What this actually requires is that the brand either creates good content and has a group of loyal fans, or does something that fits the public's emotions and lets users set the pace.

The third dimension is the superposition of social hot spots.

Although the essence of event marketing is to create hot spots, if you can match the current hot spots before doing the event, the hot spots above the hot spots can easily trigger large-scale fermentation and thus achieve popularity.

Conclusion

We are generally opposed to any behavior that attempts to take advantage of a topic just to attract traffic, but if it can add icing on the cake, then it can be considered a very good idea.

Here, brands need to pay attention to the prediction of hot spots on the one hand, and on the other hand, be able to cleverly combine the accurate prediction of hot spots with the content to be expressed.

In summary, event marketing has become a communication method that every company must master. It contains viral elements, can generate topics, and achieve the effect of human-to-human communication. At the same time, it also requires the brand itself to be able to plan reasonably, whether at the strategic level or the tactical level, to be able to make reasonable and appropriate layouts.

Finally, I hope that brands can really start from the user's perspective when doing communication, because it can be a method to test event marketing and the only criterion for judging brand communication.

Author: Community Marketing Research Institute

Source: Community Marketing Research Institute