In 2008, when a well-known foreign marketing agency officially entered China, it said that ten years ago, the company’s parent company had been investigating and planning the Chinese market and serving some brands. Now that their clients really need more creative activities, the time is ripe for activities in China, so they come to China.
After reviewing the marketing and promotion methods of Chinese hardware companies in the past two years, we have discovered that brand activities have a tremendous effect on the expansion of corporate brand packaging and marketing channels. Whether it is the event marketing of the hardware fair site, the overall packaging and promotion of China's top ten hardware selection, or the promotion of the China Hardware Technology Innovation Conference has proved the role of event marketing in hardware companies, but unfortunately, so far, China Hardware The industry has not yet had a good platform for activities.
From the perspective of consumers, former consumers do not distinguish between good advertisements and bad advertisements. They think that companies that only advertise are good companies, and now consumers are becoming more sensible. Looking at our brand, they began to use excellent celebrity endorsements, used erotic marketing, event marketing, etc. to expand brand awareness, opened outlets in hardware distribution centers throughout the country to open the market, store with the best decoration to promote brand image......
But these are not enough to meet the needs of the brand hardware companies, their urgent high-standard, high-end, high-consumption brand marketing campaign. Although the current hardware industry also has some event marketing events, it is relatively flat compared to the needs of enterprises and relatively frontier industries such as home appliances and IT.
What is the significance of event marketing for hardware brands? Let’s use magazine ads to make a good metaphor: For magazines, the picture above is very beautiful, but that may just be a spectator for readers because they read magazines to look at other things. It’s not because Look at the advertisement and look at the magazine. Through activities, however, the image on paper can be brought into the participants' lives. It is an experience that can arouse the inner feelings and make them more impressed with the brand. This can be done in many ways: Good-looking pictures, things that resonate with you, or a star, of course, they must be related to the brand characteristics. This is why many activities are used in promotion today, and the reason for reducing advertisements. Of course, the importance of advertising is that it is the foundation for establishing a brand image, and the activity is based on this, the brand concept of life.
In magazine advertisements, many brands will use very beautiful pictures and their differences will not be too great. With event marketing, you can pull the distance between our brand and other brands, raise the brand to another realm, and make the brand and consumer contact more closely. It is a real terminal. It is an experience that will give consumers an emotionally different feeling. This is the biggest significance of event marketing.