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2023 is the year of economic recovery. Whether it is major brands or cities, while all flowers are competing, they are all rubbing their hands and trying to achieve the effect of "no one knows in the alleys, one becomes famous all over the world" through event marketing.
The so-called event marketing refers to a marketing method that rapidly increases the awareness, reputation, and influence of a company and its brand by intervening in major social activities or integrating effective resources to plan large-scale events, and promotes product sales. Simply put, event marketing is marketing that revolves around events, using them as a carrier to enhance a company's brand or increase sales.
A while ago, I heard from my colleague that Joker Xue's solo concert held in Quzhou from March 18 to 19, 2023, ignited the tourism market in Quzhou. The city received 107200 tourists from outside the city, 64800 overnight tourists, and realized a total tourism revenue of 124 million yuan in two days, driving the consumption of related industries to 690 million yuan. Among them, hotels and homestays in the city have received 32000 overnight tourists, with a cumulative room revenue of over 11 million yuan. The average room occupancy rate of hotels in the city is over 90%.
It can be seen that a successful event marketing not only improves reputation, but also generates considerable sales revenue. Unfortunately, many brand or city event marketing often becomes a self promotion in the misconception.
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