Event marketing uses PGC to drive UGC, making consumers become our communicator

Under the infiltration of the Internet, brand marketing has entered the era of "user -centric". Unidirectional release must be turned to interactive communication, and event marketing has become an excellent choice for the brand due to its#strong topicality and#strong communication.

Picture source: Weibo screenshot

It is because the brand is difficult to balance the two major marketing goals of "breaking the circle" and "precision". Breaking the circle focuses on the incremental population, the accurate attention is the transformation of the crowd, and the traditional play can easily take care of it.

Strategic Article: Regarding the marketing of incidents

01

Event marketing stereotype misunderstanding

One of the stereotypes: the cost of event marketing is very high and the conversion efficiency is low. In fact, compared to traditional advertising, the cost of event marketing has been greatly reduced. Generally speaking, the price of the brand name of the brand is between 50 million and 200 million, and the cost of event marketing is millions.

Photo source: orange lemon tea

The second impression: event marketing is not suitable for new brands. As we all know, the emerging brand is good at using KOL for content grass planting and advertising on the e -commerce platform. Incident marketing, come to seek a circle.

02

How to correctly look at event marketing?

In the era when the media disk became fragmented and a large number of UGC emerged, event marketing became an important MARKETING method that needed to think about any brand to focus on the user's attention. Event marketing is divided into borrowing marketing and "building" marketing. Borrowing marketing: It is to use some big events to take the opportunity to pass brand information. "Creation" marketing: It is to create activities and long -term persistence, forming brand IP year by year.

The key to the success of event marketing is whether it can become a business content to enter the public opinion, because only by being talked about by the public can the PGC's vision driven UGC. This is also the most challenging and meaningful place for the brand.

Picture source: Weibo screenshot

03

The unity of product effect is the only criterion for measuring

More accurately, the three -in -one "product sales" is the standard for measuring the success of the event. "Pin" is the reputation and image of the brand, and "effect" is not equal to "sales". The results of some event marketing can indeed be reflected in the sales figure very immediately, and there are some event marketing that do not immediately bring the sales volume. In the long run, the brand's growth is very stable, which is "effective".

Picture source: public account gallery

In fact, the shape of the brand is accumulated through a marketing marketing. The brand is always a combination of science and art, and we cannot measure and judge it with only some numbers.

04

Brand "breaking power" is not limited by product category

In fact, event marketing is just an explosion point. The real basic skill lies in the general cultivation of the brand. Whether the successful circle can be successful depends on the penetration of the brand on the mind and channels, and will not be subject to categories.

Picture source: China Youth Net

Brand value is divided into three stages, with functional value, emotional value and cultural value. Therefore, grasping cultural value also achieves the highest value of the brand. And each category of products can have its own cultural value. In the process of continuous changes in social and cultural, whether the brand can find that belongs to its own is the key to breaking the circle.

05

Pure online brand

Will the effect of event marketing be reduced?

The fact is just the opposite. The ultimate goal of spreading is to catch traffic with sales. Therefore, for online brands, because grass -transformation -transformation -purchase of full links to form a closed loop online, it is easier to achieve this goal. However, the overall plate on the online overall is small. In the entire domestic market, offline is the main disk. This is also a place where the new brand needs to break through from 1 to 10.

Tactical chapter: about the marketing of trading events

01

How does the brand design the "starting point of the event"?

The original intention of returning to the brand: that is, what is the purpose of doing this and what is the expected effect, not to do or simply take traffic.

From the perspective of consumers: What are users interested in? What kind of content will promote them to share spontaneously?

Picture source: brand Hunan Planning Organizing Committee

The two are the core of event marketing, and the other determines the feasibility of event marketing. Only by taking into account the two can we form a real event marketing. After all, the starting point of the incident must return to the consumer itself, and combines the goals that the brand wants to achieve.

02

How to find a cultural fault at the conscious level?

To be precise, the sub -culture we are looking for has two characteristics. One is cultural power. The cultural power is manifested in this circle that can continue to produce new concepts, such as rap, Rapper themselves are people who love expressions.

The second is to have vitality and cohesion, which is reflected in the potential of expanding in the circle. The brand can grow with it to achieve the construction of the content. In recent years, there have been many sub -culture, such as a talk show.

Finally, it should be noted that the brand's trading is not set. The so -called routine is actually a little experience that is suitable for you after countless failures. Essence

03

Can event marketing be reused?

Reuse refers to the place where event marketing can be copied. Just as the establishment of a user's mind is also a long -term process. Event marketing also needs to have a sustainable and repeated gene around an origin, so that it can gradually form a consensus with consumers. Picture source: Oreo official website

But it is worth noting that the specific creativity of event marketing needs to keep pace with the times in different scenarios. For example, Oreo uses its own products as its core to marketing, while creativity is constantly changing. White biscuits are launched during the Winter Olympics, pink biscuits are launched in the cherry blossom season, and the IP is the best. "Waiting for new products" fans.

The dilemma of brand marketing basically exists in two dimensions: in terms of communication content, it is highly dependent on PGC content, with high costs and small quantities; in the communication channel, users accept information fragmentation and attention.

Therefore, in terms of communication content, we use PGC to drive UGC to leverage users to participate in creation; in the communication channel, we create the main position based on the incident and use social media to detonate. These two dimensions can be achieved at the same time as one of the one -purpose marketing.

As long as you master the correct marketing strategy of the event marketing, you can help the brand save investment and enlarge their income, achieve the effect of "four or two pounds", can help the brand borrow the momentum, can also make the brand itself, but also give full play to the value of star cooperation. These They are all the value of leverage with small fighting.

Manuscript source: brand Hunan Plan public account

Editor in this issue: Liu De

Some graphics: China Youth Network, Growth Black Box, Citrus Lemon Tea Weibo

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