Today, more and more enterprises seize the "event marketing" only killer, batik to create a variety of fresh events, trying to attract the attention of consumers at the same time, expanding business and product visibility, and thus allow consumers to pay for the business. Event marketing creates the most impact in the shortest amount of time as fast as advertising and other communication activities. Therefore, event marketing has long been respected by many well-known enterprises in the world, as the vanguard of branding and communication. For example, we mentioned in the survey of the "man-machine war" IBM, that magic machine in the end by which way to win the game is not important, it is important that IBM won the world's attention, IBM's brand overnight household name . In fact, Chinese enterprises have long known that the use of event marketing means to promote products, circulating on the "Maotai liquor deliberately broken at the World Expo," the legend also proved that as early as 80 years ago, our predecessors already understand this truth. Today, our business is more personal, allowing event marketing to flourish in China. Incidentally remarkable event marketing In our survey of 10 incidents, there are Chinese companies also have foreign companies, there are large and small businesses, it can be said is very extensive. However, these event marketers all have a core skill that others have not done before, and others have said nothing. This is a way to break the crowds of people and make innovations to forcibly invade the minds of customers and the public. So, we see that in order to seize this uniqueness, companies have a lot of tricks, beautiful women's effects, sponsored sports, self-denial and mutual abuse. Of course, to say something new, we think it is still "Wuhan Safari - hit Mercedes-Benz Incident" and "Fu Ya coatings - veterans drinking paint," the two cases are representative. Wuhan Wildlife Park smashed a hammer a national sensation, because smashed is not a general car, but a model of the car, "Mercedes-Benz", in many people's minds, "Mercedes-Benz" is the "luxury car" representatives, and now some people Waving the hammer to our "model", this lively that must not look carefully? Crackdown smashing the car, the words of the Wuhan Safari Park will also be deeply remembered, since then, visitors flock . The rich company was originally intended to give the kitten puppy paint, to show its health and environmental protection, and later because of the Animal Protection Association block, the boss soon put their own paint to drink, which is even more sensational than the original idea . "CEO drink coating" orders continue, the business soared. Event marketing, has always been the use of hot topics, events known for the enterprise, only the event has a sensational, it is possible to get the media competing reports, from this perspective, the above two events have really attracted the attention of their own weird. However, a rare thing, if repeated staged, then it does not have the effect of the introduction of attention. When not long afterwards, Yin Qingwu, manager of Shenyang Zhengchang Environmental Technology Development Co., Ltd. and Song Gary, an American, drank a cup of "manure water" after being treated by environmental public toilets to become "the first person in the world to drink manure" When there is no such a sensational effect, which explains why Ko had another life adventure, the "Geely speeding Potala Palace," but not many people concerned about the results. In the above two cases, we see that the subject of event marketing is the weaker side. In the face of the strong brands such as Mercedes-Benz and Nippon, there is basically no possibility of using conventional marketing methods. At this time, Thousands of jackpots "event marketing, with the media and related forces to achieve its goal should be a rational choice. Oaks, Geely and Leroy were all in such a situation, people are not saying enough money, choose the event to start marketing is correct. In fact, in the previous frenzy in the network like this "show" is more common, but later proved only the eyeball is not enough. In line with the brand personality is more important In our survey, we did find such a case. When the event marketing can be consistent with the brand image and brand personality, the power and duration of event marketing is much better than that of a single event. Nongfushangquan sponsorship of sports events is not a moment rise, but a rational analysis and long-term adherence. It can even be said that Nongfu Spring's sponsorship of sports has become part of the company's culture and beliefs. Just as the president of Yangshengtang said in an activity statement: Our dream is exactly the same as sportsmanship: gold medal and health. Long-term generous investment in sports, across the eight annual Sunshine Project, clever docking with the brand personality makes "penny activity" get high ticket is not surprising. Another commendable is Haier. Haier hit the refrigerator so many years after the incident, but also has such a high rate of concern because the incident has long coincided with the Haier culture, Haier spirit, Haier through "smashing the refrigerator," Haier full quality awareness of all staff and Describing the incident as a historic event of Haier through continuous press campaign. The high degree of integration of events and brands makes Haier still have high interest rates after 18 years. Of course, event marketing is not only an option for small businesses to regain their weakness, but more large enterprises and even multinational corporations also adopt event marketing such as Procter & Gamble and IBM. The reason is due to a variety of commercials and other promotional activities caused by overheating. In today's era of media explosion and high volume of information, thousands of product brands are directly and indirectly accepted by the public every day. There are also thousands of products on display in large supermarkets, but very few can be remembered , Event marketing is also getting worse, becoming a very popular marketing tool. However, when we conduct event marketing, we really have to consider only the sensational effect of events, regardless of the rest of the enterprise Well apart from how many people know, how much media coverage, we should pay attention to what? Hype events do not equal the brand Of course, let everyone focus on the important goal of event marketing, there is no doubt. Including our survey on the Internet, as well as asking respondents "the level of concern" about the incident. Many companies hope to use event marketing to let the press stir their own products in order to achieve the rapid expansion of product awareness. It should be said that advertising, promotion and event hype are all short-term marketing activities that are intended to rapidly expand business visibility and pull However, the key issue is that enterprises must pay attention to the relationship between short-term behavior and long-term behavior. They should not only pay attention to short-term promotion and speculation but neglect the long-term market construction such as brand building, channel construction and organizational structure adjustment , Product development, management change, personnel training and so on. For example, Oaks, Oaks air conditioning for hype has been familiar with, and even an article on the subject of Oaks is the "non-event non-marketing." In addition to the White Paper on Costs that we mentioned in the survey, there is also a Penny Air Conditioning Package, Milutinos, Mother and Daddy's Sports, Air-Conditioning Technology White Papers and so on, so that the first six or seven years of obscurity from the Oaks From 2001 to now, fame, sales rose. Again in 2002 by "Wu Shihong," a speculation, but we have to say, Oaks event marketing, some one-sided over-fire, too much energy and resources into the incident speculation, will have a diminishing margin in the minds of consumers , On the long-term brand building will have some negative impact. To know that event marketing and business long-term brand building is not the same thing, although the occasion to attack the brand building is sometimes quite effective, but how to use must be cautious. Fuya paint after drinking there have been follow-up speculation: for example, please do dog and cat ambassador for the company, so that cats and dogs to advertise, so that the media concerned about the health of paint and other veterans and so on. We can still see the scene of "drinking" on the leaflet or terminal POP of Phoum's website. However, the rich Asian paint in the minds of consumers still did not improve the image, and even many people only know that "chiefs drink paint" without knowing the brand of paint, such an event marketing effect is unsatisfactory. Some enterprises think that event marketing is the trend of making news or public opinions so as to achieve their own purposes. There is a "Si Wei Er" underwear, playing the word "play" and "end" homonym of the word trick, will have a good end of the sentence Advertising slogan "Perfect Woman" made "play beautiful woman", swagger in downtown Shanghai, intended to cause news effect, and took the opportunity to set off the brand. Its implied meaning of "playing the woman" did indeed arouse a sensational news effect, but the opposite was that this "event marketing" did not bring sales force to "æ€ç»´å°”" but instead brought in the relevant departments of Shanghai In fact, in the previous frenzy in the network like this "show" is more common, but later proved only the eyeball is not enough.