Event marketing is an explosive marketing method to achieve goals in a short period of time. Complete event marketing includes event planning, program execution, review and summary. From the perspective of time, the planning and execution of event marketing include preparation, planning, execution, communication, review and other stages.
The focus of event marketing mainly includes the following aspects:
1. Clarify the purpose of the event
Clarifying the purpose of the event is the first step in event planning, and the purpose is the guideline for all subsequent decisions.
2. Choose the right time node and event theme
The event must have a legitimate reason. If the benefits are given without explaining the reason, users will find it difficult to accept. Therefore, this reason must be found and then combined with the product. This reason is the first “touch point” between merchants and users and is the core of event planning.
3. Event planning factors and gameplay
Factors that should be considered when planning an event. Common “gameplay” in e-commerce activities.
4. Resource allocation
Reasonably allocate resources, including monetary budget, promotional resources, and human resources.
5. Do a good job of data monitoring and statistics
Data can help merchants determine whether they have achieved their goals and whether they need to optimize the content of the event in a timely manner.
6. Timely review of activities
The end of execution does not mean the end of the activity. There is another very critical link that merchants need to pay attention to, which is the review of the results of the activity, including effect evaluation, cause analysis, summary of experience and lessons, etc., which can serve as a good reference for subsequent activities. Among them, tree diagrams and fishbone diagrams are both good analysis and summary tools.