What is event marketing? There is a cafe on a high floor, the window of the cafe is facing a car park, through the glass of the cafe you can see one of the parking spaces in the car park.
The owner of the cafe offers a game where, for example, a certain coffee costs $40 and the cafe offers consumers two options: buy a cup of coffee for the original price and pay an extra $20 to participate in a "guess the color of the car" competition, where they can guess the color of the next car parked in the space. If the answer is correct, the 20 RMB will be redeemed for a cup of coffee; if the answer is incorrect, the 20 RMB will be accumulated for the next purchase.
In fact, there is nothing to lose for the consumer once the game has started, even if the answer is incorrect it can be accumulated for a credit, and the game itself is so much fun that there are many participants, adding to the cafe's "repeat business".
Tailoring the game to the color of the vehicle is also somewhat of a random event, but the aim is to increase repeat business. It's a sure-fire deal for the business, as customers who guess correctly will spontaneously share the fun activity with their friends and bring more people to experience it. If they guess wrong, they get a "rechargeable membership card" at the cafe, increasing repeat business and bringing in repeat customers. Although this is similar to the "lucky wheel" activities that some restaurants are doing, it is clear that this kind of novel random event is more likely to stimulate consumers' interest in participating.
Event marketing is an important part of brand marketing, for a commodity, you can do without advertising, but never omit the event publicity, especially for new products just listed, event marketing is almost the first choice to attract popularity and accumulate customers.
Fundamentally, event marketing is about getting more people to participate, and creative event marketing is about securing more people to participate in the event. Before doing the activity, always organize the team together to brainstorm how to make the activity to make a sound, do creative, each time brainstorming out many ideas, found that there are always some rules to follow.
1, With a game, love to play the nature of the user love interesting things, gamification ideas can often help users to find activities IDEA. In fact, the origin of "spike" is also known from the online game "Red Moon", which means that the opponent in the game will be killed quickly. The game is often a group activity. The game is often a collective activity, such as poker, and collective activities can lead to the spreading of the word among users, which in turn leads to new traffic.
Timeliness, also known as 'hot pursuit', has the obvious benefit of bringing attention to an event, building momentum before it starts and attracting traffic quickly. Some of the timeliness is predictable, the simplest such as festivals, some timeliness is not predictable, such as hot events, which depends on the ability to react, in short, "hot pursuit" must be fast.
2, With experience, simply put, is to meet the user experience in various scenarios. For example, the original WeChat activities could only be presented on mobile phones, but we transferred it to computers so that users could experience the activities on both mobile phones and computers. The activities of Activity Gathering have no platform restrictions, whether it is on PC or mobile, it can present the most perfect activity effect and give users a superb activity experience.
3, With personalization, personalization, in simple terms, is "exclusive personal expression with user characteristics", on the one hand, users have the need to know themselves, also have the need to express themselves, that is, the user's social currency, so when our activities can give users exclusive personal expression, often easy to popular. Labeling the user is personalized activities, the end of the year, many products are generating a user awareness of their own year in the product of some behavior.
4, With emotional resonance, emotional marketing is from the emotional needs of consumers, evoking and arousing the emotional needs of consumers, inducing empathy in the hearts of consumers, emotion in the marketing, so that the emotional marketing to win the ruthless competition. In the era of emotional consumption, consumers are not looking for the quantity, quality and price of goods, but for an emotional satisfaction, a psychological identity.
What is activity marketing, planning an activity if you can meet these regular points, not only can bring traffic, the formation of traffic fission, and most likely activities productization, into a regular operation of the functional module, to generate huge business value.