Festivals are full of energy and joy. They seize people's holiday consumption psychology, entertainment sales, create hot spots, and finally realize holiday marketing. According to different festivals, create different activity themes, attract the most customers to their own counters, create a scene atmosphere, and achieve the purpose of holiday sales. For example, during the Dragon Boat Festival last year, the supermarket shelves were designed in the shape of a dragon boat. On the Dragon Boat Festival, XX vacuum zongzi and materials for promoting the Dragon Boat Festival can be placed to create a strong atmosphere of the Dragon Boat Festival at the scene. The gift of sachets and the folk performance of the Dragon Boat Festival cultural competition have enhanced the lively atmosphere of the festival and inspired many consumers to take the initiative to participate in the activities.

Strategy 2: Cultural marketing conveys brand connotation.

Cultural marketing, grafting the cultural atmosphere of festivals and carrying out targeted cultural marketing. Fully tap and make use of the cultural connotation of festivals, and combine them with their own business philosophy and corporate culture. While enjoying the art for consumers, they can not only attract many consumers, but also bring good market benefits and establish a good corporate image. For example, on Valentine's Day, we launched "lovers go through three customs" and "Tangyuan represents my heart" in the store. Intellectual activities are a good way to make foreign things serve China, which not only increases the cultural extension of jiaozi, but also conveys the romance and warmth of Valentine's Day through activities. Moreover, the thoughts that two people are ashamed to express at ordinary times can also be expressed in this way, which also enriches the connotation of the festival. Last Mid-Autumn Festival, we successfully interpreted the traditional family culture of integrity by holding the "Family Fun Cooking Competition", created a good shopping environment in family reunion, and lost no time in conveying the connotation of our XX brand to the fullest. Others, such as lantern riddles and local folk culture exhibitions, have become a tried-and-tested coup for businesses to attract consumers' attention.

Strategy 3: Interactive marketing enhances brand affinity.

With the improvement of living standards, consumers' demand has gradually changed from mass consumption to personalized consumption, and customized marketing and personalized service have become new demand hotspots. If merchants can grasp this trend, it is not difficult to do a good job in the holiday market. Last year, during the Dragon Boat Festival, we carried out "processing with supplied materials" in Changsha. Teach you to wrap XX zongzi "is very popular with consumers. The unique skills of making dumplings displayed by our female workers amazed housewives in the city, and the on-site sales were also hot. "And the store is the protagonist of holiday marketing. Wal-Mart in Shenzhen is a pioneer, allowing customers to design their own gift baskets or provide different types of gift baskets. Customers can choose gifts without being limited by quantity, variety and amount, which can not only cater to different consumer needs, but also fully grasp the price scale. This law was welcomed by consumers as soon as it was promulgated, which not only greatly increased the profit of the fresh food department, but also promoted the sales of other departments.

Strategy 4: Differentiated promotion stimulates sales potential.

The protagonist of festival marketing is "price war", and the advertising war and promotion war are all around the price war. Whether the price war can be done well is a profound knowledge. Many businesses stubbornly believe that festivals are about reducing prices and selling more. This practice is actually caught in the misunderstanding of promotion, and the result is often that they still shout when they lose money. As a common means of holiday marketing, sensational advertisements such as "special price for the whole audience" and "buy a few for free" have become commonplace and stereotyped, and have little effect on consumers. Therefore, if we really want a special price, we must handle it properly and pay attention to creativity and art, among which "ladder price" is enough. During the winter solstice festival of the lunar calendar, we planned a ladder price sale and achieved good results. We took out 450g of XX mushrooms, fresh meat jiaozi and pasta for promotion, and only marked the price, selling time and the words "limited quantity while stocks last" on the promotion platform to attract consumers. The specific method is to sell it at full price from the winter solstice to 18, and reduce the price by 25% from the penultimate day to 10, and by 35% from the penultimate day to the seventh day. The price will be reduced by 50% from the seventh day to the third day, and from the third day to the winter solstice. If it still can't be sold, give it to the welfare home for the elderly and children. The reason why consumers dare to take this approach is because they have such a mentality: "If I don't buy it today, others will buy it tomorrow, or it is better to start first." In fact, many products are often purchased by customers after the second purchase or price reduction. Therefore, the ladder price not only activated the popularity of supermarkets, but also extended the holiday effect, which led to the golden period of product sales before and after.

In fact, the topic of holiday promotion has a long history, but it is enduring because there are always many new problems and many failed lessons.

Integrated communication and promotion

Festivals are the best time to promote sales, and enterprises must seize them and strive for the greatest effect in the shortest time. Integrated promotion refers to the integration of the most internal resources, all-round publicity and two-way communication. Enterprises can use the combination of soft and hard advertisements, air and ground advertisements to realize the vertical landing and dissemination of information during the festival. This strategy is especially suitable for enterprises to launch new products or develop new target markets and brand marketing. Pay attention to the application of 5w 1h principle when integrating and popularizing, namely

Why spread (why) the purpose of propaganda

To whom (who) the recipient of the information is determined.

What (what) information content to spread.

When to spread (when) propagation time selection

Select the contact point for spreading information.

How to spread the choice of media

Interpretation of Nestle Coffee Mid-Autumn Festival Promotion Case

First, the promotion site

On the eve of Mid-Autumn Festival, on a rainy autumn weekend afternoon, Nestle Coffee held a free promotion in front of a large supermarket in Jinan. Dressed in a distinctive, distinctive and uniform company costume, the sales promotion lady smiled and enthusiastically handed a cup of hot coffee to every passing guest. The TV on the other side shows the company profile and "delicious!" Advertising language.

Second, the promotion of originality.

(A) the choice of promotion time (when)

On the weekend before the Mid-Autumn Festival, people began to pay close attention to the arrival of the festival, and their attention to the festival began to increase. People began to do a lot of shopping for the festival. At this time, it is easy to attract people's attention through promotion, which reflects the improvement of attention.

◆ Although the Mid-Autumn Festival moon cake is the protagonist, coffee can be complementary to moon cakes for complementary marketing. It must feel good to drink a cup of fragrant coffee while eating moon cakes. Consumers will buy coffee when they buy moon cakes, because the advertising language tells you "delicious".

(2) Location (where)

After visiting the supermarket, people are generally tired and thirsty, and the light rain after autumn gives people a little coolness. At this time, the enthusiastic salesgirl brought you a cup of hot coffee to relieve your fatigue and thirst. Consumers are grateful. This cup of coffee is warm and fragrant. Consumers will greatly increase their goodwill towards Nestle Coffee from their hearts and lay a good foundation for future consumption. This reflects the promotion of the family.

(iii) Advocacy objectives (WHO)

This large supermarket belongs to high-grade supermarket. Most supermarket customers are young and middle-aged. They are young and have purchasing power, and they are the target consumers of Nestle Coffee. The promotion here is targeted and effective.

(4) Promotion content (what)

In the promotion activities, the promoters with uniform clothing, enthusiasm, courtesy and beauty reflect Nestle's good corporate image. "Delicious" embodies the publicity of the company's brand image; Tasting coffee improves the good quality of Nestle coffee.

(5) how to promote sales (How)

In front of the supermarket, the promotion reflects the promotion strategy of the decisive battle terminal, and consumers can feel the quality and charm of Nestle coffee at close range.

◆ Both personnel sales promotion and TV sales promotion are adopted, which reflects the integrated communication and promotion.

Free goods Jian embodies the strategy of whole-process marketing and profit in the later period. Now, people who don't know Nestle Coffee know it for free, so that potential consumers can become real consumers, and now consumers can increase their satisfaction with Nestle Coffee and brand loyalty.

Flexible holiday promotion skills

1, limited sale and snapping up

Taking advantage of consumers' consumption psychology during festivals, limiting sales is an effective way to increase sales. Limited sales only benefit some consumers, so it can often form a sales situation of snapping up.

Shanlana's belly cream has made the market prosperous through a series of big promotion activities. Limited sales is one of the secrets of its success.

Every time Shanlana publishes a promotional advertisement, there is something like this: "If you are the top 50 people who come to the site for consultation, we promise to reimburse you for the taxi fare (the ticket is limited to 50 yuan. ) you can also get xx gifts when you buy on site; If you are late, I'm sorry, you can only get one gift when you buy it. " This technique seems simple, but it really works. After watching the advertisement, some interested people came to the scene to queue up early, which not only added a lively atmosphere to the promotion of Shanlana, but also effectively promoted the sales of products in other places.

2, purchase restriction to create a climax

It is a powerful measure to push holiday promotion activities to a climax by dividing them into different levels and snapping them up within a limited time. Due to the limited time, many people who are hesitant decide to buy. Of course, if the sales situation is hot, it must be more effective with other preferential measures.

When the standard-bearer tried to lose weight, he made a "countdown to losing weight" propaganda by means of limited time purchase. Activity 65438+ 10 month 1 3, lasting for three days. After consulting several terminals, we advertised "buy one get one free on New Year's Day, buy two get one free on the 2nd and buy three get one free on the 3rd" in the local newspaper, and then resumed normal sales. According to statistics afterwards, 3,600 boxes were sold on Friday and Saturday alone, which is almost equal to the sales in one month at ordinary times.

3. Double the gift and included sales.

Using festivals to attract consumers, activists only provide gifts or some gifts and preferential services. If consumers want to get complete gifts or services, they must continue to consume until they meet the conditions set by the activities. This method often makes people want to stop, just like fishing in a long line, catching the appetite of consumers step by step.

KFC is on Saturday. During this period, a set of children's meals gave a toy. Of course, children are very happy to see toys. After opening, the toys are beautiful and interesting, but they can't play. The assembly instructions say that all four models can be completely assembled. In order not to disappoint the children, it seems that parents will come to eat three times.

4. Pre-advertising and early action.

That is to promote a product between festivals, appeal to the functional value of the product, attract the attention of consumers, give the product a sense of mystery, and create a feeling of "hiding half her face in front of us behind her guitar". Three months before listing, Qumei Diet Pill adopted the pre-advertising strategy, which caused hunger in the market and caused a sensation as soon as it was listed. In the Mid-Autumn Festival in 2003, this strategy was also adopted in the promotion of "Meiling" moon cakes in Jinan. In June, they began to launch the "monthly promotion" investment promotion plan and the promotion method of booking sales.

In addition, the holiday time is relatively short, and the promotion competition during the holiday period is fierce. Therefore, we can appropriately divide the holiday promotion into three stages: before, during and after the festival, so as to extend the holiday promotion time.

Tips:

Holiday marketing notice:

One is accurate positioning.

Mainly in the clear theme, clear is to convey the brand image propaganda or on-site sales, don't fall into the misunderstanding of promotion. In addition, we also need to know the dynamics of competitors, especially in several big holidays, the latest promotion intentions of competitors, such as new product status, discounts, gift distribution, new product introduction and so on.

Second, determine the best action plan.

In addition to careful planning and personnel arrangement in advance, we must also have a good plan, give full play to the advantages of teamwork, unite as one, and let Qixin cooperate well; Secondly, it has strong execution ability. Moreover, all activity arrangements and material preparation should be closely related to the theme of the activity. The general manager should know every link of the activity, understand the progress of each piece, and find and solve new problems at the activity site in time. It is necessary to carry out detailed training for the personnel involved in the activity, convey the purpose and theme of the activity to everyone's heart, and fully mobilize the enthusiasm and sense of responsibility of each employee.

Determine a timetable, plan a budget

The promotion time of the store should be sooner rather than later, and the special offer should be three or four days earlier than the opponent, so as not to be preempted by the opponent. No matter how good the planning is, no matter how good the opportunity is, if there is no complete and accurate planning budget, there will be insufficient products, promotional items will not be in place, customers will not be able to buy what they should buy and get what they should take, which will definitely affect the overall effect of the event.

The fourth is to create a scene atmosphere.

The atmosphere of festival activities includes two parts. One is the scene atmosphere, including atmosphere posters, popular posters, decorative items layout, appropriate radio and music, which will greatly stimulate customers' desire to buy. Specifically, do a good job in theme advertising, highlight the holiday atmosphere from color and title to programs and activities, and create holiday business opportunities with theme advertising; Another atmosphere is the mood of employees, which depends on whether the organizer can mobilize the positive attitude of employees. One of the most effective methods is to set an appropriate task and sales target, and reward according to the achievement rate after the activity.

Fifth, strictly control the promotion cost.

Reasonably predict and control the input-output ratio, and never blindly follow anyone and spend money like running water;

Try not to confront strong manufacturers, especially not to fight price wars with strong rivals, and should find another way to highlight their own advantages and selling points;

In fact, the design of holiday promotion activities should be "tailored", so as to achieve good results.

The sixth is the evaluation summary.

Every holiday marketing activity needs a good evaluation and summary to improve the quality and effect of holiday marketing. For example, the sales volume of this activity, the effect of implementation, the proportion of consumer evaluation, and the general situation of peer reaction. Analyze the advantages and disadvantages of each activity; Summarize the success and learn from the shortcomings. The purpose of evaluation and summary is to avoid risks and achieve greater success in the future.

Case promotion:

How to make a complete holiday promotion

With the increase of holidays, the purpose and methods of holiday promotion activities are very different in different production cycles of products, and many successful brand promotion activities have perfect annual promotion plans. Successful promotion is not only excellent advertising, but also sales.

Powerful retail terminal.

The organizational planning of promotional activities includes the following contents:

First, through market analysis, initially determine the theme, content, time and place of the event.

1. First, determine the theme of the activity. The choice of theme should echo the concept of media communication of products at a distance. Deepen the understanding and memory of products and concepts of the target population through activities.

2. The activity content is determined according to the theme. The premise of the success of the activity is that the content should be attractive. Including discounts, free gifts, and trying to enjoy services. Are all necessary means to attract target groups.

3. Time. According to experience, public holidays are the best choice for large-scale activities.

4. location. Generally set in shopping malls or squares with large traffic and high reputation. Pay attention to have enough space for people to move around.

Second, introduce an activity plan.

According to the investigation and analysis, plan the activity plan, analyze the input and output, and make the activity budget well.

Third, the preparatory work before the event.

1, information release

(1) newspaper:

① Activity information must be published in the local newspaper with large circulation and the highest influence.

(2) In the case that there are few kinds of local newspapers and there is no choice, you can directly publish designated advertisements in the newspapers with the largest circulation.

③ Determine the advertising release date in advance. The time interval between the event and the advertising time shall not exceed 5 days. The last advertisement should be published within 2 days before the event, and it should not be too long apart from the event time.

(4) release information that can improve the participation enthusiasm and the number of participants. For example, the activity starts at 1 1: 30. Please don't line up too early.

⑤ Pay attention to adding the words "the right to interpret the activities belongs to XX Company" in the corner of the advertisement to avoid causing unnecessary troubles.

(2) TV: TV advertisements are equipped with rolling subtitles or tail boards, and the content is mainly about introducing activities, supplemented by simple product introduction or not mentioning product functions.

(3) Radio: Radio is not as intuitive as TV, and there is no advantage in holding a newspaper for a long time. When transmitting information by radio, we must repeatedly emphasize the attractive content and the time and place of activities, and nothing else is allowed.

2. Site layout

A well-arranged activity site can make the activity orderly, increase the momentum and atmosphere of the activity and attract more people to participate. Large-scale activities generally require the following materials:

(1) A large banner with the theme of activities.

(2) Large exhibition boards and backboards that highlight the product image and activity theme.

(3) Hanging flags, table cards, large posters and leaflets.

(4) Information desk, gift distribution desk and sales desk.

3. Personnel arrangement

(1) Arrange a sufficient number of service personnel to wear work cards or ribbons, so as to facilitate the identification and guidance of services.

(2) There should be a certain number of order maintenance personnel at the scene (sometimes you can contact the police and security personnel to help).

(3) On-site consultants and sales staff should have a clear division of labor and cooperate with each other.

(4) Emergency personnel (generally led by leaders, and should be handled by public relations in time in case of intervention by government functional departments).

4. Public Relations Liaison Officer

Go to the industrial and commercial, urban management and other departments in advance to go through the necessary examination and approval procedures.

Fourth, the key points of on-site implementation.

1, the staff arrived at the scene first, and took their positions.

2. Promoters distribute leaflets, introduce activities and products, and guide customers to the sales desk.

3. Grasp the rhythm of activities, maintain order at the scene, and prevent accidents such as looting, so as not to cause negative effects.

4. The sales staff prepares the sales items and introduces the products to be sold.

At the appointed time, gifts should not be distributed too early or too late. Personal information and signature should be registered when distributing.

6. The host announced the end of the activity, and the site was temporarily reserved until possible time.

7. The on-site sales desk continues to sell.

8. Clean up the site and keep recyclable items for later use.

Fifth, there should be a summary meeting at the end of the activity.

It is very important to evaluate the effect, gains and losses of activities. Only by constantly summing up can we avoid detours.

Second, avoid the lack of popularity of activities.

One of the problems often encountered in sales promotion activities is that there are few people coming and there is no one at the scene. You can't make a silk purse out of a sow's ear. No matter how clever the promotion technology is, if there is no one at the scene, it will not reach the sales target and the publicity purpose. To sum up, there are four reasons.

(1) The investigation is not detailed and the publicity is misplaced.

In the "weight loss notarization" activity introduced earlier, the wrong media strategy led to a lot of money waste. The reason is that I didn't know enough about the local media during the investigation. In addition, the target customer orientation is not allowed, and the content is not attractive, which will make the activities of bamboo baskets empty.

(2) hasty planning and inadequate preparation

The preparation period of large and medium-sized activities is at least 15 to 30 days. If some festivals are rashly launched, there will often be a lack of east and west in the activities. For example, when there is a performance, because the actors can't appear because of poor communication, the consumers present are gradually losing. There is also an underestimation of weather changes. Cold wind and heavy rain will prevent people from taking part in activities. Therefore, consulting the meteorological department in advance is an essential preparation link. Remember, one careless step will lose the game.

(3) Wrong design and disjointed activities.

Activities are often crowded at first, but after some programs are over or gifts are distributed, consumers disperse, leading to a cold reception in front of the sales desk. The main reason for this situation is that activities are out of touch.

For example, when designing activities, consumers' admission, consultation, gift collection, purchase, service registration and other links cannot be connected with each other; The most attractive programs, such as free gifts, were not put at the end, making the activity useless. Therefore, only careful design can lead consumers by the nose and avoid giving up halfway.

(4) The location is remote and there are few tourists.

There are also many cases where consumers are unwilling to participate because of their remote location. Therefore, large and medium-sized activities must be selected around the bustling business district, otherwise they would rather not engage. You can't find the next best place because of cost or public relations resistance. In a place like this, the failure has been buried before the activity has started.

In addition, "poor control, disorder; Unexpected changes, no preventive measures, etc. Are all aspects that need attention.