Event Marketing (event marketing) is through the planning, organization and use of celebrity, news value and the social impact of the characters or events, attracting the media, community groups and consumer interest and concern, in order to increase the visibility of companies or products, reputation, set up a good brand image, and eventually led to the sale of products or services the purpose of means and methods. Event marketing is very popular both at home and abroad in recent years as a public relations means of communication and marketing, set news effects, advertising, public relations and image transmission, customer relationships in one, and new product introductions, brand display and create an opportunity to build up brand recognition and brand positioning, and form a quick upgrade the brand awareness and reputation of the marketing tools. Its public relations and marketing practice to shape a lot of success stories, event marketing has become a marketing communications in the process of a weapon.

The growing surplus in the product and the homogenization of today, all kinds of commercial advertising and other promotional means hot, so have a lot of excess publicity garbage, consumers of these began to become disgusted by the numbness, and finally some indifferent gradually. In this case, the events marketing advantage gradually appearing, and many enterprises began to focus on marketing events to promote and use up through these events aroused the enthusiasm of consumers, to win public sympathy.

And advertising and other communications activities as compared to Event Marketing to the fastest speed in the shortest time possible to create a powerful influence. So was the world's highly regarded by many well-known enterprises, as a brand means to promote the dissemination of the vanguard, in recent years is heat, become a very popular marketing tool.

Event marketing can sidestep the domestic media in recent years, high fees are not the situation of small enterprises save a lot of publicity cost. Domestic media in recent years, high fees and charges, local TV media also "gone up", many enterprises, especially the emerging small and medium enterprises, there are good products and huge development potential, but can not afford the huge costs of publicity, is the so-called " do not advertise a blind alley, advertising die faster. " And Event Marketing can be business-related information in a short time to maximize the optimal dissemination of results, and even allow companies or products to become famous overnight, in order to save costs a lot of publicity.
     Event marketing can be avoided as a result of media pluralism and interfere with the formation of information to enhance the corporate brand of eye-catching rate. Dissemination of information and media pluralism resulted in a surplus of information interference, and also greatly reduced the spread of many, and Event Marketing can quickly seize the public's "eye" to provide the effectiveness of information dissemination.

Facts have proved: a good marketing event, whether in operation or in the visibility of the upgrading, the rate of return than other forms of advertising.

Event marketing will be used for practice and the success of the business case for too many, such as Beijing-rich sub-coating was unknown in the public media in the presence of its executives "helpless" in the next drink to become famous; Zhang Ruimin, "hit machine" incident of the Haier brand the quality of the image; farmer trigger natural spring water and purified water in the media's "war of words", which started with the competitors in the brand on the distance and so on. Oakes frequently over the past few years the use of a news event to raise brand awareness, expand the market, leaping to the top three cases of the industry more successful example of the use of Event Marketing.