Event marketing, as a common means of market communication, has become an important way of communication in integrated marketing communications.

In order to expand brand awareness and reputation, enterprises are constantly exploring the behavior of event marketing. However, when conducting event marketing activities, it must be clear that event marketing activities are consistent with brand positioning, strategy and so on.

In the 2008 snowstorm, some brand enterprises responded quickly, tested the timeliness and responsiveness of brand event marketing, and carried out event marketing and communication activities in brand communication as the theme of "snow disaster" in a timely manner. It showed that brand management was keen on event marketing communication, showing a high sense of social responsibility of enterprises as a social citizen, enhancing the brand image and reputation of enterprises, and winning the success of event marketing without any effort.

Marketing of Langjiu's snow disaster events

In recent years, Chinese Langjiu has done a lot in event marketing, and this snowstorm incident has brought new opportunities for event marketing communication to Langjiu.

In February 2, 2008, CCTV1 set up the first TV advertisement to support the snow disaster after the special program "facing the storm" in the morning.

The first company to carry out event marketing by "Snowstorm" is Langjiu!

The protagonist of this event marketing is not a product of its own brand, but a picture of the snowstorm scene. It is a touching scene of solidarity and cooperation in fighting the snowstorm. It conveys the sense of social responsibility of "China Lang".

DHL snow disaster marketing

DHL also released its event marketing ad in time in the snowstorm incident: DHL is not afraid of snow and wind, but for your promise!

Timely and appropriately conveyed the theme of "accomplishments all the way", highlighting the unique competitive advantage of DHL, and the service spirit of humanization and initiative, shaping the company's good sense of social responsibility and brand image.

There are many successful cases in the use of event marketing, such as Mengniu's successful marketing of Shenzhou Feitian event in 2003, and a lot of publicity about the event, outdoor publicity posters, media news, Sina topics and website quiz, and so on to convey Mengniu's brand information, making the communication effect unprecedented success.

During the Iraq war, the unified lubricants successfully launched the series of dissemination advertisements that made the world "more lubrication and less friction", and won the market, the public and the media.

But when enterprises use event marketing and communication means, they must grasp the common attributes and corresponding points of event marketing, such as quick response, effectiveness, brand and events, and do not blindly conduct marketing communication for speculation, so as not to have the opposite effect.

Today, with the serious homogenization of integrated marketing communication, all kinds of means of commercial communication are hot, and so there are a lot of excess spam. Consumers are beginning to feel insensitive to numbness and finally become indifferent.

Under such circumstances, the advantages of event marketing are gradually emerging. Many enterprises have begun to focus on the promotion and utilization of marketing events, arousing the enthusiasm of consumers through these events, winning the public's goodwill, and gaining the reputation of the brand on the basis of gaining popularity.

Author: Lou Junfeng

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