After all the hard work, I won the agency right, and the agents and products smashed in the market. However, the brand awareness is not high in the market, the brand concept and function are not known to the consumers, and the propaganda costs are a lot of money. How many agents have awakened in the middle of the night? Some people are happy that some people are embarrassed, how do those agents who successfully break the market to promote ice?

"The newspaper advertising department? I have to make a full-page advertisement tomorrow!" An agent said in the US bombing of the Chinese Embassy in Yugoslavia that day. What is he going to do?

"The next day, I didn't make product advertisements in the newspapers. Instead, I wrote a few big words on a full page: 'Seriously protesting the US bombing of the Embassy in the Federal Republic of Yugoslavia, XX store to stop selling American Feige air conditioners for a week. 'After the second day of the newspaper's listing, many students and citizens came to the store to protest against the US hegemony. Although I still had some concerns at the time, the facts later proved that my decision was correct because of this move. Let consumers know the Feige air conditioner, believe that Feige is an American brand, and this used to be a headache for me. On the second day of the demonstration, the newspaper also discussed the flying song event, which further expanded The transmission rate of 'Feige = American brand'." An agent of Feige recalled the triumph of the year.

The newspapers stopped selling advertisements, triggered the public’s demonstrations, and formed news events to make newspapers report long-term, and finally reached the marketing goal of “Feige=American Brand”. The agent of Feige Air Conditioning successfully completed a complete Successful event marketing.

The so-called event marketing, in simple terms, is to grasp the law of the news, create events with news value, let this news event spread, and thus achieve the effect of advertising. Then specifically analyze the marketing activities of “Stop the sale of American Feige Air Conditioning” to understand the event marketing.

First of all, it is to determine the promotion content, that is, the effect of the advertising target. The agent did not promote product performance, did not promote good quality and low price, but promoted "Feige = American brand." This is in line with the "focus rule" in marketing - by condensing a product or business into a vocabulary and rooting it in people's minds, this is the law of focus. The advantage of applying the focus rule is that it can spread the focus in a short time and is easy for the recipient of the message to remember, and this vocabulary can extend other meanings to achieve the goal of product promotion.

Second, it is to choose the timing of publicity. Event marketing is effective because it is often based on the occurrence of news or focus events, and there is a question of timing. If it is today, how can the agent play "Feige = American Brand" in the newspaper, I am afraid it will not form the effect at that time. The United States bombed my embassy in the Federal Republic of Yugoslavia. This was a hot topic in the country at the time. The browsing rate and attention rate were relatively high. As the keyword of the news, the United States also read the "search" ranking. a word. This is also the United States, he is also the United States, borrowing a ship to go to sea, who can distinguish which United States. In this way, when people read the word "United States", they will naturally see "flying songs", and the Feige air conditioner itself has a US "passport". This kind of cut-in is not hard, which is undoubtedly a better time to cut.

The third is to choose the form of propaganda. The main point of event marketing is to create topics, and there are topics that can be used by the media to form news. "Protest" and "demonstration" are enough to cause a topic, but more important than making a topic: what kind of topic to make. The big difference between marketing advertising and current affairs commenting is that the purpose of advertising is to sell, so it cannot stimulate consumer dissatisfaction or hostility. In order to avoid negative impacts, the simpler way is to follow the trend of the people and follow the trend of public opinion and public opinion. The agent apparently did this. He did not excuse the hegemonic act of the United States, but “protested”, which clearly conformed to the mainstream opinion of the people at that time, and played a role in fueling the topic of “demonstration”.

There is a question here: Do you have a hostile sentiment towards the United States, will you pass it on to the American brand Feige air conditioner? Time can be forgotten, and the national plot of consumers when buying products is not strong, otherwise American brands (such as McDonald's and Coca-Cola) that are more famous than Feige have long disappeared into the Chinese market.

However, the success of Feige’s marketing of this event started with the full-page advertisement. Is there any more “affordable” method than this? Of course there are. The center of event marketing is the focus, so the core of its planning is to find the focus. Where is the focus? Just in life.

The agent of an induction cooker, in the college entrance examination, arranged a special person to set up tents in various examination rooms, open POP posters, and use the induction cooker to cook green bean soup. They use the induction cooker to cook the mung bean soup and provide free mung bean soup for parents who are outside the examination room.

The college entrance examination is a major event in the lives of Chinese people. When the "golden list is nominated", the "high school entrance examination" in June and July is the focus of society. "Where others are concerned, where do I want to appear?" This is the only rule of promotion. On the day of the college entrance examination, the agent chose to promote the promotion of the parents of many candidates in the college entrance examination room. “Heavenly, geographically, and people” he occupied.

At the same time, the agent provided the mung bean soup to the parents free of charge, alleviating the pain of waiting for the parents in the hot room outside the examination room. This warmth is melted into their hearts. The market is not a product war, but a perceived war, because consumers evaluate a brand with their own perceptions. Can you understand the bitterness of parents? Isn't this anxious for consumers? Can you give a bowl of hot green bean soup when your parents are thirsty? Isn't that what consumers think? If you are a consumer, how would you rate the brand?

Third, the dissemination value of this move. Is such a move worth the news? This kind of charity activity is too much now. I am afraid that the chance of direct reporting is not great, but he will still be spread. To know that the college entrance examination is a major event in social life, the media will report on it every year. Think about it, when the local media reports on the college entrance examination news, will it mention a scene outside the examination room----a large number of parents waiting outside the court? When referring to parents, will the press comment on the suffering of parents? Will the mention of the parents suffer to help parents alleviate this kind of suffering will be mentioned? By focusing on the focus and effectively cutting into the focus, you can achieve the goal of indirect publicity. Moreover, there is a saying in the market: "There are 250 potential customers behind each consumer." For the same reason, there are 250 supporters behind each parent. When the college entrance examination is over, will the parents mention the bowl of mung bean soup they were drinking when they talked about their experiences at the time? This is propaganda!

Through the analysis of the above two examples, we can know that if dealers want to break the ice of marketing, they must learn to find something, find things that consumers are interested in, care about or help with, and carry out the event accordingly. Marketing activities!

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