Chang'e 1 torture event marketing that's coming apart

Introduction: event marketing is essentially in two levels of marketing, audience attention level, the second is the audience's mental resources. For enterprises, event marketing purposes just let the public know you, you know, the more you want to let the audience understand, agree with you. We all know, mengniu's rise is borrowed from Shenzhou-event marketing success and since then has led many companies to follow mengniu piggyback aerospace industry, through the recently launched a number of Chang'e during numerous enterprises marketing hundred States, felt that these follow the trend of business event marketing still owe some of attainment, only half cooked marketing routine deserve our marketing people think deeply! and Shenzhou VI, no. 1, Chang has been more extensive and foreign media, attracted national attention at least 7 million people in the eye, its General event marketing value visible, if the success of the event marketing planning, have the opportunity to present the second mengniu! but in fact we see: including the great wall lubricants, CHANGHONG, Erie, Pickwick, mengniu, etc. — the first time published in different media, for the Chang'e successfully launched the event marketing ads, but no exceptions are empty congratulated advertising: CHANGHONG group the first time in the new wave Portal online hanging out for Chang, successful launch of banner advertising; horse Gram is the first time in the different media publishes "the Pickwick wish Chang'e-1 launch successful" ads; Patriot's "Patriot recording King congratulated the Chang'e-1 launch successful"; mengniu ads can't escape the "congratulations Chang'e-1 launch successful" cliche; only the ads that Polignac "I, China is strong, I wish the Chang'e lunar exploration satellite launch successful" also some new ideas. Faced with these blind so-called event marketing, we cannot help but give this feeling: Chang'e-1 lunar exploration and not the 17th CPC National Congress event, not a political activities, why do many enterprises like a celebration, all the "congratulates the Chang'e-1 launch successful", this hole boring event marketing what effect! marketing activities and is not a public welfare activities, why do so many enterprises like a Spring Festival party, spend a lot of money but just say "I wish the Chang'e-1 launch successful", unblushingly say is the use of a number of Chang'e event marketing? event marketing is ultimately to be "borrowing" but faced with a "Chang, successfully launched such great event", many enterprises but reset the "borrowing", but made up potential reverse? successfully launched the Chang'e-1 and your horse gram, CHANGHONG, offering what's what? author believes, event marketing, and not simply with the society of major event extensive attention to do follow the trend of publicity, event marketing core should be "borrowing" of marketing, with strong attention to the resource will be a major event attached to the enterprise brand influence, is the use of sensational effects have a sustained impact. It is true, the event marketing first in time, this time not only to the first time will be able to raise widespread concern out of major event coverage, but rather to let the public first time know that your such reports, thereby effectively seize the attention of the audience; but the most important resources is linked with the event itself, so that consumers have Lenovo, eventually occupy a certain mental resources for consumers. It event marketing is at two levels of marketing, audience attention level, the second is the audience's mind resource level, that is, ultimately to achieve the effect of "audience globrand.com see Shenzhou VI, Yang Liwei, able to produce on the formation of Lenovo, mengniu on mengniu milk good nutritional quality of psychological cognition", not "see mengniu wish advertising, audience saw the successful launch of six on God, and God after six media hot or not" below.