How to use sporadic events to flexibly carry out branded terminal marketing? In this year's National Day holiday, the author experienced the brand Xuan Nisi of Foshan Xuhui Hardware, Jane Eyre? Paul's closet sponsored the event's terminal marketing campaign and was inspired.
With a small Boda, the effect was apparent. In early October, Xuhui Hardware sponsored the 2011 “Yulin Pharmaceutical Cup†China Hercules Open held in Nanhai, Foshan City. Before the meeting, Xuhui Hardware Chairman Zeng Qingwei told the author: “Although the Open has been titled, we are still one of the home sponsors of this event and the fourth leg of this event. CCTV TV5 reported the entire event. The Hercules game is less popular in sporting events, but it is more entertaining. Therefore, sponsoring this event will serve as a terminal propaganda effect for Xiaobo. We hope to use this opportunity to spread the brand quickly." The players in the Open are from the United States, Australia, Mongolia, China and other countries. Among them, professional strongman athlete Derek? Boyle (Australia) is the eight world record holders of Gianni. His performance is particularly eye-catching. The competition includes international customary items such as moving gold ingots, moving tires, walking farmers and picking heavy burdens. Players need to pick up 300 pounds of big ingots and put them on specific stands, flipping 6 times of nearly 800 pounds of huge tires...
The event attracted a large audience and the whole stadium was packed. In the competition, the competition between players was extremely fierce, and the audience kept cheering for the players they supported. The atmosphere was very warm. In the arena, Jennifer's Jane Eyre? Paul's wardrobe billboards were placed around the fence; outside the stadium, Xuhui Hardware also set up a special booth and distributed corporate promotional materials. Zeng always said: “Although this event was not titled by our company, we achieved the expected publicity purpose: First, we have achieved a very good result. We built a booth, distributed information, gathered popularity, and exhibited The second is that the company's brand awareness has been improved.The display of Jane Eyre and Paul's wardrobe billboards has attracted the attention of end-consumers.The media's publicity, especially CCTV's live broadcast, has made many people know our Hennessy Door Industry; As a guest of the opening ceremony, we took photos with international star players and expanded our company's influence.
Enlarge the brand and enhance the image In recent years, many well-known companies have rapidly grown up through event marketing to amplify the brand. Such as TATA wooden doors, through the event marketing, quickly increased the brand's visibility. TATA Wooden Door made brand awareness quickly maximized by conducting events such as marketing of the Olympics, signing sales of the president, and e-commerce marketing. In just a few years, TATA's wooden door sales have reached nearly 500 million yuan, becoming the dark horse of China's door industry. Guangdong Huilong Paint sponsored the China Door Industry Image Ambassador Ambassador Model Contest, China Door Industry Design Contest and other events were also talked about by the industry.
Brand marketing is the use of various marketing strategies to enable target customers to form awareness of corporate brands, products, and services. Foshan Xuhui Hardware attaches great importance to the creation of brand image. In early 2011, it formulated a detailed brand promotion plan. These plans include corporate management training, brand communication plans, image building and so on. Xuhui Hardware has successively hired film stars from movie stars such as mainland actor Hu Yanfen, Hong Kong and Taiwan stars Lan Yuan, Zhou Haimei and Sun Xin. Sponsorship of the Hercules Open, Xuhui Hardware aims to promote the brand and terminal marketing. Zeng always thinks: “Brand promotion and event marketing are mutually reinforcing. Brand is the intangible asset of a company and reflects its core value. However, intangible value is reflected by the usual tangible activities. Only in this way can it be recognized by consumers. ."
Event Marketing: Topic + Opportunity + Promotion Baidu's term definition of event marketing refers to the company’s interest in attracting media, social groups, and consumers by planning, organizing, and using people or events that have news value, social influence, and celebrity effects. In order to improve the reputation of the company or product, reputation, establish a good brand image, and ultimately contributed to the product or service sales methods and methods.
The key to event marketing is planning. The purpose is to interact with consumers through a specific event. When enterprises use event marketing, they must do the following tasks.
First, formulate the theme and clear direction. For instance, Tianhe Wood's 3.15 counterfeit sales promotion activities and TATA's wooden doors and other Olympic engineering licenses have rapidly expanded the company’s brand image through a specific event.
Second, seize the opportunity to attack at the right time. Event marketing is very time-sensitive and not to be missed. For example, events such as the 55th Anniversary celebration planned by Dongli Willie Gate and the 10th anniversary celebration of Runchuang Chuangpan Wood are highly practical, because once the time is missed, they will not appear again.
Third, according to local conditions, identify the customer base. Enterprises should choose the right event for marketing according to the actual situation. For example, during the Spring Festival, Mid-Autumn Festival, May 1st and 11th, etc., the promotion activities for the holidays and the events held every year, such as the Expo, aim at different customer groups. Enterprises should select specific marketing events according to the actual situation.
Fourth, learn to spread and expand publicity. Event marketing is vulnerable to media attention, so learn to use the media to promote, its effect is not advertising, better than advertising. A few years ago, the Valencia Stairs took advantage of the small show and launched a corporate image endorsement. It is still a story for the home industry. As the event marketing method has the characteristics of wide audience and strong suddenness, it can achieve the maximum and optimal dissemination of information in a short period of time, saving a lot of propaganda costs for the company. In recent years, more and more wooden doors companies have adopted this publicity and marketing publicity.
Recently, Guangdong Runcheng Chuangzhan Wood will launch its 10th Anniversary Celebration Series; Foshan Dejia Impression will also launch a new wood appreciation and new product appreciation. At the end of the year, more companies will launch more event marketing activities. It can be seen that the application of event marketing in the wooden door industry has become more and more extensive.
With a small Boda, the effect was apparent. In early October, Xuhui Hardware sponsored the 2011 “Yulin Pharmaceutical Cup†China Hercules Open held in Nanhai, Foshan City. Before the meeting, Xuhui Hardware Chairman Zeng Qingwei told the author: “Although the Open has been titled, we are still one of the home sponsors of this event and the fourth leg of this event. CCTV TV5 reported the entire event. The Hercules game is less popular in sporting events, but it is more entertaining. Therefore, sponsoring this event will serve as a terminal propaganda effect for Xiaobo. We hope to use this opportunity to spread the brand quickly." The players in the Open are from the United States, Australia, Mongolia, China and other countries. Among them, professional strongman athlete Derek? Boyle (Australia) is the eight world record holders of Gianni. His performance is particularly eye-catching. The competition includes international customary items such as moving gold ingots, moving tires, walking farmers and picking heavy burdens. Players need to pick up 300 pounds of big ingots and put them on specific stands, flipping 6 times of nearly 800 pounds of huge tires...
The event attracted a large audience and the whole stadium was packed. In the competition, the competition between players was extremely fierce, and the audience kept cheering for the players they supported. The atmosphere was very warm. In the arena, Jennifer's Jane Eyre? Paul's wardrobe billboards were placed around the fence; outside the stadium, Xuhui Hardware also set up a special booth and distributed corporate promotional materials. Zeng always said: “Although this event was not titled by our company, we achieved the expected publicity purpose: First, we have achieved a very good result. We built a booth, distributed information, gathered popularity, and exhibited The second is that the company's brand awareness has been improved.The display of Jane Eyre and Paul's wardrobe billboards has attracted the attention of end-consumers.The media's publicity, especially CCTV's live broadcast, has made many people know our Hennessy Door Industry; As a guest of the opening ceremony, we took photos with international star players and expanded our company's influence.
Enlarge the brand and enhance the image In recent years, many well-known companies have rapidly grown up through event marketing to amplify the brand. Such as TATA wooden doors, through the event marketing, quickly increased the brand's visibility. TATA Wooden Door made brand awareness quickly maximized by conducting events such as marketing of the Olympics, signing sales of the president, and e-commerce marketing. In just a few years, TATA's wooden door sales have reached nearly 500 million yuan, becoming the dark horse of China's door industry. Guangdong Huilong Paint sponsored the China Door Industry Image Ambassador Ambassador Model Contest, China Door Industry Design Contest and other events were also talked about by the industry.
Brand marketing is the use of various marketing strategies to enable target customers to form awareness of corporate brands, products, and services. Foshan Xuhui Hardware attaches great importance to the creation of brand image. In early 2011, it formulated a detailed brand promotion plan. These plans include corporate management training, brand communication plans, image building and so on. Xuhui Hardware has successively hired film stars from movie stars such as mainland actor Hu Yanfen, Hong Kong and Taiwan stars Lan Yuan, Zhou Haimei and Sun Xin. Sponsorship of the Hercules Open, Xuhui Hardware aims to promote the brand and terminal marketing. Zeng always thinks: “Brand promotion and event marketing are mutually reinforcing. Brand is the intangible asset of a company and reflects its core value. However, intangible value is reflected by the usual tangible activities. Only in this way can it be recognized by consumers. ."
Event Marketing: Topic + Opportunity + Promotion Baidu's term definition of event marketing refers to the company’s interest in attracting media, social groups, and consumers by planning, organizing, and using people or events that have news value, social influence, and celebrity effects. In order to improve the reputation of the company or product, reputation, establish a good brand image, and ultimately contributed to the product or service sales methods and methods.
The key to event marketing is planning. The purpose is to interact with consumers through a specific event. When enterprises use event marketing, they must do the following tasks.
First, formulate the theme and clear direction. For instance, Tianhe Wood's 3.15 counterfeit sales promotion activities and TATA's wooden doors and other Olympic engineering licenses have rapidly expanded the company’s brand image through a specific event.
Second, seize the opportunity to attack at the right time. Event marketing is very time-sensitive and not to be missed. For example, events such as the 55th Anniversary celebration planned by Dongli Willie Gate and the 10th anniversary celebration of Runchuang Chuangpan Wood are highly practical, because once the time is missed, they will not appear again.
Third, according to local conditions, identify the customer base. Enterprises should choose the right event for marketing according to the actual situation. For example, during the Spring Festival, Mid-Autumn Festival, May 1st and 11th, etc., the promotion activities for the holidays and the events held every year, such as the Expo, aim at different customer groups. Enterprises should select specific marketing events according to the actual situation.
Fourth, learn to spread and expand publicity. Event marketing is vulnerable to media attention, so learn to use the media to promote, its effect is not advertising, better than advertising. A few years ago, the Valencia Stairs took advantage of the small show and launched a corporate image endorsement. It is still a story for the home industry. As the event marketing method has the characteristics of wide audience and strong suddenness, it can achieve the maximum and optimal dissemination of information in a short period of time, saving a lot of propaganda costs for the company. In recent years, more and more wooden doors companies have adopted this publicity and marketing publicity.
Recently, Guangdong Runcheng Chuangzhan Wood will launch its 10th Anniversary Celebration Series; Foshan Dejia Impression will also launch a new wood appreciation and new product appreciation. At the end of the year, more companies will launch more event marketing activities. It can be seen that the application of event marketing in the wooden door industry has become more and more extensive.
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