Event Operation: To clarify “brand exposure event”, start by understanding these 5 points!

"Brand exposure activities" are activities aimed at increasing brand exposure and enhancing users' brand familiarity. Generally, direct conversions are less considered. This type of activity is suitable for new brands going online, or when a brand already has a certain degree of popularity and is in the stage of awakening user familiarity. It can be done in the form of event marketing , hard advertising investment, etc.

My previous article " Event Operation : How to conduct activities aimed at attracting new customers ? ”, a detailed explanation of the “new customer acquisition activities” was given.

In fact, "brand exposure activities" and "new customer acquisition activities" have similar purposes. The similarities between them are first reflected in the similar user groups. The target users of "brand exposure activities" are consistent with the target user groups of "new customer acquisition activities", which determines that the activities should have the characteristics of low threshold, concise activity links, and good user experience .

The difference between them lies in the purpose of the activity. The difference in initial purpose will naturally lead to different user positioning, promotion channels , user participation forms, etc.

1. Characteristics of brand exposure activities

Unlike “new user acquisition activities”, “brand exposure activities” do not aim to increase user registration rates , but rather to increase brand awareness. This also determines that "brand exposure activities" have a wider user group, two-way promotion channels , and a series of activity links.

1.1 Advertising channels with large traffic and precise users

In my first article in the event section, "Understand these 5 types of event categories to get twice the result with half the effort," I mentioned that there must be a clear user positioning at the beginning of event planning. Then isn’t there a conflict between this “clear user positioning” and the “broader user group” mentioned in this article? Zhu Zhu, are you kidding us? Haha, of course not. The broad user group here means that there is no need to divide users so accurately when doing "brand exposure activities".

After determining the user group, the next step is to find suitable promotion channels. From a broad perspective, promotion channels can be divided into online and offline. The standards for selecting promotion channels can be roughly divided into two categories: one is traffic. More traffic means high brand exposure. Subway advertisements and outdoor light boxes are representatives of this type. The second is product positioning. The more precise the channel, the higher the conversion rate . Women or mothers and babies choose channels such as video patches and Mayu based on such considerations.

1.2 Social platform marketing , multi-channel promotion

The promotion channels mentioned above are pure advertising promotions . Whether online or offline, it is based on high promotion costs. This form of promotion is suitable for products with large promotion budgets or that have achieved certain operating results. Most products will also choose to use social platforms to plan marketing events to achieve the purpose of brand exposure.

Creating a copy that can hit the user's psychology is the first step in event marketing. An emotionally delicate story or a bowl of controversial chicken soup for the soul often reflects the operator's insight. This kind of copywriting can also stir up the emotions of users of social platforms. These two points will stimulate the forwarding rate of users of social platforms and promote the secondary exposure of the product on the social platform. The viral forwarding and spread of the content on social platforms creates a short-lived "hotspot" phenomenon. At this time, well-known or unknown public media and self-media will "take advantage of the hotspot" for analysis, and the product will get a third exposure opportunity for free.

"YSL Star Lipstick", " Pechoin Magic Advertisement" and the recent Didi Hitch 's "o Copywriting" all belong to the above-mentioned situation. The success of this marketing event is first of all a team's accurate understanding of user psychology, and secondly a series of planning.

Pechoin God Advertising

2. Issues that need attention

2.1 Don’t put the cart before the horse and market for the sake of events

When planning brand exposure activities, it is necessary to consider the launch of a "serialization", especially when proposing products, the product should be carefully designed and exposed. You can't create an event that makes people remember the event but not the brand. This is putting the cart before the horse and is tantamount to failure.

Zhu Zhu would like to share a case that happened in Xi'an in 2015. It was a brand marketing activity conducted by a real estate company:

The name of the series of events is "Looking for Li Chuntian". It tells the story of a wealthy man who accidentally met his dream lover and mobilized a fleet of luxury cars and spent a lot of money to search for her throughout the city. This incident used a combination of Weibo hot topics + behavioral events + public relations drafts, causing quite a stir in Xi'an and even across the country, and even became a hot search on Baidu.

A large sum of money to find someone

The topic of "a large sum of money to find someone" was initiated on Weibo. Once initiated, it attracted many local big Vs in Xi'an to repost and comment. Two days after the successful promotion of Weibo hot spots, the behavioral event marketing of "a luxury car fleet searching for someone in the city" was carried out. A day later, more than 50 domestic websites released public relations drafts about it. At this moment, the climax of the event has been touched and it has attracted the attention of many people. But then the style changed, abandoning the online hype and PR releases, and ending it hastily with outdoor hard advertising and elevator advertising. Therefore, a large number of people who were waiting to see the follow-up story online did not find the ending they wanted, nor did they know which company's marketing event this was.

Outdoor hard advertising is too hasty

The most successful marketing campaign is the one that allows users to remember the marketing event when they see the product brand, followed by the one that reminds users of the brand product when they see the marketing event, and the worst is the one that does not remember the brand product when they see the marketing event.

Brand exposure event marketing activities cannot put the cart before the horse. Marketing for the sake of the event must be serialized and carefully planned at important links.

2.2 Low threshold for participation in activities

The requirements for participation costs of “brand exposure activities” are consistent with those of “new customer acquisition activities”. In other words, the promotional copy and activity flow presented should allow users to "click" fewer buttons and "type" fewer words. This simple and convenient form of participation is also conducive to users sharing and forwarding, thereby causing secondary exposure on social platforms.

2.3 Select points that are relevant to most people for event planning

As mentioned earlier, the most essential purpose of brand exposure activities is to let a large number of users know about the product brand. In order to achieve this goal, one is to choose channels with large traffic for promotion; the other is to carry out short-term information fission to form viral marketing . Selecting a "common point" element that is directly related to most people and planning an event can stimulate the sharing and forwarding rates on social platforms. Why? Because human nature itself will pay more attention to things related to themselves.

In this regard, NetEase Kaola’s series of overseas shopping promotion activities are a good example.

They put the names with the highest duplication rate, such as "Zhang Wei, Li Ming, Liu Yang, Wang Lei...", on the outdoor large screen in a constantly changing format of "XX, your girlfriend is asking you to empty your shopping cart!" The higher the name duplication rate, the more relevant users will be attracted to take photos, thereby promoting dissemination and achieving the purpose of brand exposure.

The above are some of my insights on "brand exposure activities". It has similarities and differences with "new customer acquisition activities", which require everyone to carefully consider in actual practice.

In my opinion, "brand exposure" activities are the most challenging for the creativity and insight of the planning team. To this end, we should read more, think more, and communicate more in our daily lives, so that our imaginations can be infinitely expanded.