4 key points for brand event promotion!

To effectively promote a brand event , you need to pay attention to four key factors:

Communication rhythm, communication channels, communication links, communication materials

Let’s explain them one by one.

01 Communication rhythm

The communication rhythm of a brand activity is usually divided into a warm-up period, an outbreak period, and a continuation period.

From the perspective of stage, purpose, and popularity, the effect that brand marketers hope to achieve is:

But this is only the expectation of brand marketers when planning events. The real popularity of an event requires real feedback from the market.

What brand marketers can control is the time/budget delivery curve, that is, how we allocate reasonable budgets in different communication stages to maximize the effectiveness of the event.

Budget delivery modes can be divided into continuous, fence and pulsating types .

• Continuous: The budget is evenly distributed according to the activity cycle. The advantage is that there is continuous exposure throughout the activity cycle, which continuously accumulates user memory. The disadvantage is that there is no explosive growth point in the entire cycle and it is too expensive.
• Fence type: intermittent/jumping delivery at different stages of the activity. The advantage is that there is exposure at different stages of the activity, and the firepower can be concentrated to achieve explosive growth points. The budget is relatively controllable. It is the current mainstream model. The disadvantage is that too long a gap may cause the activity to lose popularity.
• Pulsating: There is continuous delivery throughout the entire activity cycle, and the proportion of delivery fluctuates in the middle. The advantage is that there is continuous and sufficient exposure throughout the activity cycle. The disadvantage is that a large amount of budget must be consumed

Relatively speaking, we would recommend that you give priority to the latter two modes based on your actual situation.

02 Communication channels

How to effectively deliver brand activities to target users. The choice of channels determines the accuracy and breadth of communication. In terms of channel classification, it can generally be divided into owned media and paid media .

Owned media mainly refers to the company's media matrix, including the company's official website, WeChat public account, video account, corporate WeChat, email, and self-media accounts such as Weibo, Toutiao, and Zhihu. The users who pay attention to the company's media matrix are relatively accurate users, and are also users that brands need to continuously operate. However, for many TOB companies, one of the pain points is that the number of users of their own channels is relatively small.

If you want to gain greater visibility for your event and reach more new target users, paid media placement is particularly important, as it determines the breadth of your messaging to a certain extent. However, the choice of channels needs to focus on the matching degree with the target population, while also considering the actual budget situation.

In addition to owned and paid media, there is also something called earned media . This part usually belongs to channel resources that cannot be directly controlled. It is the spontaneous dissemination of others, such as spontaneously posting on WeChat Moments, Weibo, etc. to say that our activities/products/brands are good, so it is also called word-of-mouth communication.

In the era of mobile Internet, the role of earned media is becoming increasingly prominent, and this topic is closely related to the next key factor: "communication link".

03 Communication Link

In addition to conventional channel media communication, brand marketers also need to focus on circle communication, that is, communication among "people". Here we need to consider the driving force of communication when planning events, why people want to forward the event, interest-driven, emotion-driven, value-driven, etc.

For TOB companies, the first circle is the company's internal employees .

There will be many customers in their circle of friends, so the dissemination of internal employees can deliver brand event information to customers quickly and efficiently.

The second circle is the KOLs of enterprises/industries .

These KOLs have a similar role to the paid media mentioned above. They have a certain industry influence and more matching target audience attention. Therefore, through KOL forwarding, more industry target users can be attracted to pay attention and participate.

The third circle is the enterprise’s seed users .

They are loyal fans of the company and are more likely to participate in and forward activities. Therefore, the company needs to focus on cultivating and operating its own seed users on a daily basis.

The fourth circle is people who forward the posts themselves .

Similar to earned media, this type relies more on word-of-mouth or has a clear driving force. The more people in this circle, the wider the spread of the event.

04 Communication materials

In terms of form, communication materials are nothing more than pictures, videos, articles, topics, songs, etc., but the quality of the materials largely determines the attractiveness of the brand event and whether it can attract the attention of target users in the first place.

The following points should be noted when disseminating materials:

• First of all, the key massage should be clearly conveyed. The key massage should be as concise, clear, easy to understand and easy to read.
• The second is the material style design. The design style needs to consider the key massage tone, brand tone, target users' preferences and other factors;
• The last part is the creative design of materials. Different communication stages require different communication materials. The diversity and creative expression of materials can also attract the continued attention of target users.

Of course, the dissemination of a good brand event is influenced by far more factors than these, but if you carefully plan and implement the above four key elements, I believe the effect of the event will be more guaranteed.

Author: Pixel Marketing

Source: Pixel Marketing