How to make good use of holiday opportunities to do brand marketing

Traditional festivals in China, coupled with more and more imported goods from the West, make holidays in China account for a considerable proportion in the whole year. Numerous festivals have given consumers more reasons to spend, and also given enterprises more marketing opportunities. Festival marketing is different from conventional marketing, because it presents the characteristics of concentration and scale, and has always been regarded as a golden sales opportunity by many enterprises. With the coming of Christmas, New Year's Day, Spring Festival and other festivals at the end of the year, businessmen from all walks of life are also gearing up and making every effort to launch a decisive marketing war in the upcoming biggest holiday season in order to obtain a bumper harvest. So how to formulate specific marketing strategies to attract consumers' eyes and wallets during holidays, and finally achieve the dual purpose of enhancing corporate brand and sales?

First, creativity first, integration and momentum.

As more and more enterprises begin to join the army of holiday marketing, this battle becomes more and more difficult. In order to create hot spots in a series of holiday marketing activities to highlight themselves and accurately capture people's holiday consumption psychology, the activities and strategies that enterprises need to launch must be unique, so as to accumulate enough popularity and reputation for the sales of products in festivals. Good creativity can first attract the attention of the public, think about things that others have never thought of, and do things that others have never done, which can cause shock among the public. Creativity must of course be combined with actual opportunities and consistent with the overall theme.

Enterprises should make full use of the effective combination of various media channels and platforms, arouse widespread concern of brands in all corners of society, including media and consumers, explore new media operation forms, form powerful public opinion effects and communication effects, and create momentum for brand holiday marketing. In such an era of integrated marketing communication, only with innovative courage and unique wisdom can integrated marketing communication win. As a rookie in the snack food industry, Delicious has set foot in many emerging media fields. With the help of holiday marketing, the integrated marketing strategy launched by Delicious not only promoted products, increased product sales, but also greatly expanded the influence of corporate brands. Last year's "Eleventh" Golden Week approached, Juewei teamed up with Tencent to launch a brand-new cross-industry cooperation between snack food enterprises and the Internet, and launched a carnival activity of "Love Juewei, have fun". Consumers can get a scratch card when they buy the corresponding amount of delicious food in the delicious shop. They can exchange props in the delicious mini-station, play a series of happy games online, and hold up the four-character lantern "Happy National Day" to win prizes such as delicious food and ipad. Once the activities launched by Juewei with innovative cooperation and new marketing model were started, the number of visitors and product sales of Juewei Store kept rising, and it successfully won a holiday marketing campaign.

With the in-depth development of Internet media, Weibo and video have become the most concerned new generation of Internet products at this time, and the resulting Weibo marketing and "micro-movies" have also become popular marketing means, attracting the attention of many enterprises. This Valentine's Day, Starbucks' micro-movie "Who do you want to meet in Starbucks on Valentine's Day" stands out from various marketing schemes. With an elegant and exquisite micro-movie, the Valentine's Day "Moon Old" activity was launched. By collecting badges for men and women, the exchange opportunities were created for the leftover men and women, and the double harvest of brand and sales was realized. Enterprises should follow the trend of the times, fully develop and make use of these sharp tools of social media communication, tap the potential of network virus marketing, and effectively enhance the brand and sales of enterprises.

Second, a clear goal, highlighting the theme

Because each enterprise sells different products and its main consumer groups are not the same, it is difficult to cover all the people in marketing, and in a specific festival, the target consumers are more specific, so holiday marketing must be targeted.

If an enterprise wants to succeed in brand holiday marketing, it must deeply study the product tendency, holiday consumption behavior, preference for various promotion methods and market attitude towards similar products of the target consumers. 20 10 chocolate brand Snickers introduced the foreign festival "Cool Play Day" which originated in Russia to the China market. On this day, it launched a series of marketing activities for young people in China who like sports, entertainment and challenging the limits. Through extreme sports shows and rock band performances, the brand's voice has been effectively spread through different channels, creating a good reputation among young trend groups.

Festival marketing must have a clear theme. The theme must first have an impact, and consumers can only remember it deeply after reading it. Secondly, it must be attractive and make consumers interested in buying products. And whether in advertising or other media promotion, or terminal display promotion activities, the theme should be unified and prominent, which will have an impact on consumers. The highlights of the theme can be expressed through store layout, special activities, product display, special packaging for festivals, and even special products, thus creating a festive atmosphere. Facing the golden opportunity of joining hands with the Double Dragon Boat Festival in May, 2009, Sanquan Food launched a large-scale promotion activity with the theme of "Double Five-Five, Happy 1+ 1", which attracted the attention of many consumers and gave full cooperation to this theme activity in the media and terminals.

Third, promote selling points to celebrate, and brand culture is grafted with holiday culture.

Festival marketing is different from daily marketing because it is placed in the atmosphere of some specific festivals. Different festivals have different festival cultures, and different festival consumers will have different holiday consumption psychology.

According to Xiamen Meirui Marketing Planning Group:

The holiday shopping atmosphere provides enterprises and consumers with closer contact opportunities. Enterprises should carry out targeted festival marketing according to the different cultural atmosphere of different festivals, fully tap and utilize the cultural connotation of festivals themselves, and combine it with their own business philosophy and corporate culture, which will not only attract the attention of many consumers, but also greatly promote the establishment of a good brand image and the promotion and dissemination of brand culture.

In the marketing and advertising activities of the 20 12 Spring Festival, Pepsi-Cola firmly grasped the topic of "going home for the New Year" which is closely related to the Spring Festival culture, and played a family card in the advertising film, which interpreted the favorite warmth story of China consumers: no matter where the Spring Festival is, no matter what you do, you will have the same destination, that is, home. Pepsi-Cola's "Bring Music Home" advertisement has aroused heated discussion among the public, especially young people. Many people said that they must go home to spend the New Year with their parents this year. This activity of Pepsi has not only achieved successful marketing, but also attracted the attention of many media and the public. At the same time, it also conveyed to the public Pepsi's brand image of "young, enterprising and contemporary" and its unique brand culture with rich connotations and a sense of social responsibility and mission. The selling points of holiday propaganda and the injection of brand-specific culture make the products more approachable, and the sales volume naturally rises. For consumers, this kind of goods containing emotional and cultural elements will make them feel more excited when buying. This kind of marketing method with humanistic emotion satisfies customers' consumption psychology and aesthetic pursuit emotionally, weakens the commercial color of the propaganda method itself, thus diluting consumers' rebellious psychology towards advertisements and causing consumers' emotional buzz to some extent, which is a point that enterprises need to focus on in holiday marketing.

In today's increasingly fierce market competition, it is not enough for enterprises to rely solely on products and services if they want to share more in the big cake of holiday marketing.

The smell of wine is afraid of the depth of the alley. Enterprises must be good at creating hot spots, thinking of unexpected places, integrating all resources and channel platforms, strengthening the brand's public opinion influence, and creating momentum for the brand's holiday marketing. At the same time, enterprises need to have a clear goal, establish a prominent theme for festival marketing, fully tap the cultural connotation of the festival itself, and combine it with their own corporate culture to attract consumers' attention. Only in this way can we achieve a win-win situation of brand and sales in the campaign of holiday marketing!