What about successful event planning cases?

Traditional advertising can directly promote products, but its role is getting weaker and weaker. Not only does it require a large amount of media placement costs, but its production and creative costs are also quite "considerable". Of course, , For the promotion of hard advertising, any branding company is indispensable. However, while doing a good job in hard advertising, assisting with some activity planning can not only quickly expand the popularity and generate a good corporate brand reputation, but also promote sales. A series of market activities such as solving the "confidence crisis" can have the effect of making a big difference. The following is what I have compiled for you, welcome to read!

Successful Event Planning Case 1

In the late 1990s, a large-scale planning event hosted by Duoer Capsule, Duoer Design Ask——When is a woman most beautiful? This caused the target consumer groups to rush to participate. The planning of this event captured the target consumer group’s desire for expression, triggered word-of-mouth effects in the form of questions, and collected various articles, topics, and pictures in the form of questions. etc., and cooperated with the TV station to launch a beauty search activity. Within two years, she gained enough limelight, grabbed enough eyeballs, and made enough money.

Successful event planning case two

The Qiandao Lake source-finding activity carried out by Nongfu Spring is also a very successful example of event planning. Nongfu Spring is positioned in the natural Water not only has a unique selling point - Nongfu Spring is a bit sweet, but also compares natural water with purified water in the advertisement. The example of garlic sprouting and growing faster in natural water is compared with purified water, making "natural The concept of "water is better than pure water" is deeply rooted in the hearts of the people. In a series of advertising activities, consumers' questions are directed to Qiandao Lake. Consumers have a question - is the water of Qiandao Lake really a bit sweet? Is it true that Qiandao Lake is a bit sweet? Is the water of the lake the most rosy?

There is no doubt that as long as Nongfu Spring can prove that the water of Qiandao Lake is the best natural water, it can solve a series of problems for consumers. During this period, Nongfu Spring launched the "Qiandao Lake Source Search Activity". Anyone who drank Nongfu Spring water had the opportunity to participate in such an activity, and truly displayed Qiandao Lake with beautiful scenery and fresh air in front of consumers. All doubts of visitors were eliminated, and this event also spread the concept of Nongfu Spring natural water to a greater extent.

This event not only established Nongfu Spring as the top three water market, but also promoted the image of Qiandao Lake. It is said that the number of tourists in Qiandao Lake every year has doubled due to the advertising effect of Nongfu Spring. Three times. Drinking from Nongfu Spring while visiting Qiandao Lake has become a fashionable enjoyment for the city’s “leisure-minded people”.

Simply put, event planning is to use events to arouse public attention or participation, solve the problems encountered by enterprises in marketing activities, and ultimately increase sales or visibility and reputation.

Criteria for successful event planning:

The purpose of event planning is to create consumer eyeball effects and social effects. Good event planning is all-in-one, no cost or less cost, which can expand popularity It can increase reputation and promote sales. Some event planning may seem clever, but in fact it costs money and is scolded. It is a typical garbage event planning. We see many companies doing this kind of thing almost every day. This is unacceptable.

So, what are the criteria for judging a successful event planning? The author summarized four points:

1. Can it arouse strong attention from target consumers?

The author believes that event planning must firmly lock the "search radius" of consumers in order to arouse strong attention from consumers. Different consumers have different "search radius". The target consumer group of Duoer Capsule is 25 - 40-year-old women with a family income of more than 3,000. These women have taste and have their own careers. Their search radius is "beauty, love, family, etc.", so Duo asked - "When are women most beautiful?" It can cause a huge sensation.

If an event planner finds the wrong consumer group, it is like fishing in a pot of boiling water—nothing can be caught.

2. Is it closely related to products and services?

Event planning must be combined with the selling points of the product or service. No matter how exquisite an event planning is, if consumers only remember it If the event is interesting but the product or service itself is forgotten, it means that the event planning is a big failure. Some time ago, a health product company planned an event, and together with the local charity association ***, it launched a donation activity to the whole society for the victims of the Indonesian disaster. The company invested a lot of money but did not achieve much effect. This is because the health product It is not necessarily related to the tsunami disaster in Indonesia. Moreover, the information donated during this period is full of various media. Who has time to pay attention to things that appear every day?

It is also based on catastrophic social issues for event planning. , a certain brand of disinfectant held a charity donation event during the SARS period and achieved great success. This is inseparable from the fact that consumers pay attention to personal hygiene and pay attention to anti-virus and disinfection habits during the SARS period. If you do one at this time Event planning for clothing brands seems far-fetched.

3. Is it an original event planning in this industry?

If your event planning is imitating others, especially imitating peers, then the author still advises you not to waste money. Because every consumer likes the new and dislikes the old. Consumers only remember the first product or service that proposed this activity. Just imagine if a certain brand of mineral water also launched an activity of "Exploring the Source of Such-and-such Mountain Spring". Or a certain men's health product has launched a "When are men strongest" campaign, are you interested?

Many small and medium-sized business owners complain that their businesses are small, lack scale, and cannot plan events. In fact, there is no company that cannot do event planning. As long as you deeply dig into the selling points of your company's products or services, you can find appropriate and original event planning. Many companies always follow their competitors when planning events. If you buy 3 and get 1 free, I will buy 2 and get 1 free. If you organize consumers to travel to Hong Kong and Macao, I will organize consumers to travel to Singapore, Malaysia and Thailand. As everyone knows, imitation and plagiarism will lose people. , companies should find ways to plan their own unique event programs. Only with the above three conditions, combined with the current market conditions, can marketers make a sensational event planning plan.