Strategy 1: Use creativity to enhance the festival atmosphere

Festivals are dynamic days, joyful days, capturing people’s festival consumption psychology, incorporating movement, enjoyment, sales, and manufacturing Hot spots, and finally achieve holiday marketing. Create different activity themes for different holidays, attract the most customers to your counter, create an on-site atmosphere, and achieve holiday sales goals. For example, during the Dragon Boat Festival last year, the supermarket's stacking head was designed in the shape of a dragon boat. XX vacuum rice dumplings could be placed on the dragon boat, as well as materials promoting the Dragon Boat Festival, creating a strong Dragon Boat Festival atmosphere on site. The gift of sachets and folk performances of the Dragon Boat Festival Cultural Competition further enhanced the lively atmosphere of the festival and inspired many consumers to actively participate in the activities.

Strategy 2: Cultural marketing to convey brand connotation

Cultural marketing, grafting the cultural atmosphere of the festival, and carry out targeted cultural marketing. Fully exploring and utilizing the cultural connotation of the festival and combining it with its own business philosophy and corporate culture can not only attract many consumers, but also bring good market benefits and establish a good corporate reputation while providing consumers with artistic enjoyment. image. For example, on Valentine's Day, we carried out "Couples Pass Three Levels" and "Tangyuan Represents My Heart" in the store. The intellectual breakthrough activity is a good way to use foreign things for China. It not only increases the cultural extension of our XX glutinous rice balls, but also conveys the romance and warmth of Valentine's Day through the activity. Moreover, the thoughts that two people are usually shy to express can also be borrowed. This expression also enriches the connotation of the festival. During last year's Mid-Autumn Festival, we successfully interpreted the strong and honest traditional family culture by holding the "Happy Family Family Cooking Competition", created a good shopping environment in the family reunion and joyful gathering, and also lost no time in bringing our XX The brand connotation is conveyed vividly. Others, such as lantern riddle competitions and local folk culture displays, have become tried and tested tricks for merchants to attract consumers' attention.

Strategy 3: Interactive marketing enhances brand affinity

The improvement of living standards has gradually transformed consumer demand from mass consumption to personalized consumption, and customized marketing and personalized services have become new needs. Hot spots, if businesses can grasp this trend, it will not be difficult to thrive in the holiday market. During the Dragon Boat Festival last year, the "Processing of supplied materials? Teach you how to make XX rice dumplings" program we launched in Changsha was very popular among consumers. The unique skills of our female workers in making rice dumplings impressed the housewives in the city. Sales are also booming. Stores are also the protagonists of holiday marketing. Shenzhen Wal-Mart has set a precedent by allowing customers to design their own gift baskets or provide different types of gift baskets. Customers can choose gifts with no limit on quantity, variety, or amount, which can cater to different consumer needs. , and can fully grasp the price scale. This method was welcomed by consumers as soon as it was launched. It not only greatly increased the profits of the fresh food department, but also promoted the sales of other departments.

Strategy 4: Differential promotion to stimulate sales potential

The protagonist of holiday marketing is the "price war". Advertising wars and promotion wars are all centered around price wars. Whether or not a price war can be carried out well is a profound knowledge. Many businesses rigidly believe that festivals are about lowering prices and increasing sales. In fact, this approach falls into the misunderstanding of promotion, and the result is often to lose money and complain. As a common method of holiday marketing, sensational advertisements such as "sitewide special offer" and "buy a few and get a few free" are commonplace and the same, and have little impact on consumers. Therefore, if you really want a special offer, you must handle it properly and pay attention to creativity and art. Among them, "ladder price" is enough. During the Winter Solstice Festival of the lunar calendar, we planned ladder price sales and achieved good results. We put out 450 grams of XX mushrooms, fresh meat, dumplings and noodles for promotion, and only marked the price, sales time and the words "limited quantity, while supplies last" on the promotion table to attract consumers. The specific method is to sell at full price 18 days before the winter solstice, reduce the price by 25% from the 15th to the 10th day from the last, and reduce the price by 35% from the 10th to the 7th day from the last. The price will be reduced by 50% from the 7th to the 3rd day to the end, and from the 3rd to the winter solstice, if it is not sold out, it will be given to the elderly and children's welfare homes. The reason why we dare to use this method is that consumers have this mentality: "If I don't buy it today, someone else will buy it tomorrow, so it's better to buy first." In fact, many products are often sold in the second period or after If the price is reduced, it will be bought by customers. Therefore, ladder prices not only activate supermarket popularity, but also extend the holiday effect, driving the golden period of product sales before and after.

In fact, the topic of holiday promotion has been around for a long time, but the reason why it remains popular is because there are always many new problems and many lessons from failures.

Integrated communication and promotion

The holiday period is the best time for promotion, so companies must grasp it and strive to receive the greatest effect in the shortest time. Integrated promotion means that the company integrates its most internal resources to carry out all-round publicity and two-way communication. During the festival, companies can use a combination of soft and hard advertising, air and ground advertising to achieve vertical implementation and dissemination of information. This strategy is especially suitable for companies to launch new products or develop new target markets and brand marketing.

When integrating promotions, pay attention to the application of the 5w1h principle, that is,

Why spread (why) Purpose of publicity

To whom (who) Determine the recipients of the information

What to spread (what) What to spread the information

When to spread (when) Selection of communication time

Where to spread (where) Selection of contact points to spread the information

How to spread (how) Selection of communication media

Interpretation of Nestlé Coffee Mid-Autumn Festival promotion case

1. Promotional scene

On the eve of the Mid-Autumn Festival, a weekend of autumn rain In the afternoon, Nestlé held a free promotion in front of a large supermarket in Jinan. The sales promotion lady wore distinctive, individual and uniform company uniforms and enthusiastically handed a cup of hot coffee to every passing customer with a smile; the TV on the other side played the company's introduction and the slogan "Tastes great!" .

2. The cleverness of promotion

(1) Selection of promotion time (when)

◆ On the weekend before the Mid-Autumn Festival, people began to pay close attention to the festival. With the arrival of the festival, attention to the festival begins to increase, and people begin to shop in large quantities to celebrate the festival. Promotions at this time can easily attract people's attention, which reflects attention promotion.

◆ Although mooncakes are the protagonist during the Mid-Autumn Festival, coffee can complement the mooncakes and carry out complementary marketing. Drinking a cup of aromatic coffee while eating mooncakes will definitely feel good. Consumers will buy coffee when buying mooncakes because the advertising slogan tells you "it tastes great."

(2) Location (where)

After shopping in the supermarket, people are generally tired and thirsty, and the light rain after autumn gives people a little bit of coolness. At this time, the enthusiastic sales lady will bring you a cup of hot coffee to quench your tiredness and thirst. The consumers are grateful in their hearts. This cup of coffee is a cup of warmth and aroma. Consumers will greatly increase their positive impression of Nescafe coffee and lay the foundation for future consumption. This reflects family promotion.

(3) Promotion target (who)

This large supermarket is a higher-end supermarket. Most of the people who visit the supermarket are young and middle-aged people. They are young. And with purchasing power, they are the target consumers of Nestlé coffee, so promotions here are highly targeted and effective.

(4) Promotional content (what)

In the promotion, the promoters with uniform clothing, enthusiasm, courtesy and beautiful people reflect the good corporate image of Nestlé; "it tastes great" It reflects the promotion of the company's brand image; tasting coffee promotes the good quality of Nestlé coffee.

(5) How to promote (how)

◆ Promotion at the entrance of the supermarket reflects the promotion strategy of decisive battle at the terminal. Consumers can feel the quality and quality of Nestlé coffee up close. charm.

◆ Both personal selling and TV selling are used, which reflects integrated communication promotion.

◆ Free tasting reflects the strategy of full-time marketing and late profit. The current free service allows people who don’t know Nescafe to know about it, turns potential consumers into actual consumers, and allows current consumers to increase their satisfaction and brand loyalty to Nescafe.

Flexible holiday promotion techniques

1. Rush to buy limited edition sales

Taking advantage of consumers’ consumption psychology during the holidays, limited edition sales are a way to increase sales. Effective method. Limited sales only benefit some consumers, so there is often a rush to buy.

Salana Tummy Cream relies on a series of large-scale promotional activities to make the market prosperous. Limited sales are one of the secrets of its success.

Every time Shanlana’s promotional advertisement is published, there is this content: “If you are among the first 50 people to come to the site for consultation, we promise to reimburse you for the taxi fare to the site. Tickets are limited to 50 yuan.) You can also get ×× gifts if you buy them on the spot; if you are late, I’m sorry, you can only get ×× gifts when you purchase.” This method seems simple but it is really effective. Some people who were interested after watching the advertisement came to the site very early and lined up. This not only added a lively atmosphere to Shanlana's promotion, but also this lively situation effectively promoted the sales of the product in other places.

2. Limited-time purchase creates a climax

Dividing holiday promotions into different levels and using limited-time purchase is a powerful way to push promotional activities to a climax. Time constraints prompted many hesitant people to make a purchase. Of course, if you want the sales situation to be booming, it must be combined with other preferential measures to be more effective.

When Bannerman loses weight, it uses a limited-time purchase method to launch a "countdown to weight loss" promotion. The event will be held for three days from January 1st to 3rd. After negotiating with several terminals, an advertisement was placed in the local newspaper, "Buy one on New Year's Day and get one free, buy two on the 2nd and get one free, buy three on the 3rd and get one free", and then resume normal sales. According to subsequent statistics, 3,600 boxes were sold on Friday and Saturday alone, which is almost equal to the usual monthly sales.

3. Gifts will double the sales volume

Use the festival to attract consumers. The event party only provides gifts or partial gifts and preferential services. Consumers must continue to consume if they want to get complete gifts or services. , until the event setting conditions are met.

This method often makes people feel like they can't stop, just like fishing with a long line, catching consumers' appetite step by step.

KFC at six. A set of children's meals comes with a toy. Of course the children are very happy to see the toy. When opened, the toy is very beautiful and the instructions are very interesting, but they cannot play with it. The assembly instructions say that all four models must be collected to complete the assembly. In order not to disappoint their children, it seems that parents have to come three times to eat.

4. Pre-advertising, act in advance

That is, promote a certain product during the festival, appeal to the functional value of the product, attract consumers' attention, and give the product a A sense of mystery, resulting in a feeling of "still holding the pipa half-hidden". Qumei weight loss drug adopted a pre-advertising strategy three months before its launch, which created a hunger in the market and caused a sensation when it was launched. During the Mid-Autumn Festival in 2003, "Meiling" mooncakes also adopted this strategy when promoting mooncakes in Jinan. In June, they began to launch the "monthly promotion" investment plan and appointment sales promotion.

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

Tips:

Things to note in holiday marketing:

First, accurate positioning

Mainly reflected in the clear theme and clear communication Brand image promotion or on-site sales, don't fall into the misunderstanding of fire sale style and discount style. In addition, you also need to understand the dynamics of competitors, especially during major holidays, competitors’ latest promotional intentions, such as new product status, discounts, gift distribution, new product introduction, etc.

2. Determine the best plan of action

In addition to careful planning and personnel arrangements in advance, you must also have a good plan, give full play to the team's combat advantages, unite as one, and work together. Do a good job; secondly, have strong execution ability. Furthermore, all activity arrangements and material preparation must be closely related to the theme of the activity. The person in charge must be clear about every aspect of the activity, understand the progress of each block, and discover and solve the activity in a timely manner. New problems that arise on-site; detailed training should be conducted for those participating in the activities, the purpose and purpose of the activities should be deeply conveyed to everyone's heart, and the enthusiasm and sense of ownership of each employee should be fully mobilized.

3. Determine the time schedule and budget planning

The store promotion time should be sooner rather than later. It is best to have special activities three or four days earlier than competitors to avoid being preempted by competitors. No matter how good the planning is, no matter how good the timing is, if there is no complete and accurate planning budget, the products will not be sufficient, promotional items will not be in place, customers will not be able to buy what they should buy, and they will not get what they should get, which will inevitably affect the effect of the overall event. .

The fourth is the creation of on-site atmosphere

The atmosphere of festival activities includes two parts. The first is the on-site atmosphere, including atmosphere posters, POP postings, placement of decorative items, appropriate broadcasts and music. It will stimulate customers’ desire to buy to a great extent. Specifically, we should do a good job in theme advertising, highlighting the holiday atmosphere from colors, titles to plans, activities, etc., and using theme advertising to create holiday business opportunities; the other kind of atmosphere is the mood of employees, which depends on whether the organizers can mobilize employees' emotions. Positive attitude. The most effective method is to set an appropriate task and sales target, and reward them based on the achievement rate after the event.

The fifth is to strictly control promotional costs

Rationally predict and control the input-output ratio, and do not follow anyone blindly and spend money like water;

Try not to confront strong manufacturers To compete, especially not to engage in price wars with strong opponents, you should find a unique way to highlight your own advantages and selling points;

In fact, the design of holiday promotions must be "adapted to your own conditions" in order to achieve success Good results.

The sixth is evaluation and summary

Each overall holiday marketing activity needs to be well evaluated and summarized in order to improve the quality and effect of holiday marketing. For example, the sales volume of this event, execution effectiveness, consumer evaluation ratio, peer response overview, etc. Analyze the advantages and disadvantages of each activity; summarize the successes and learn from the shortcomings. The purpose of evaluation and summary is to avoid risks and achieve greater success in the future.

Case Study Improvement:

How to develop a complete holiday promotion

With the increase of holidays, holiday promotion activities are carried out in different production cycles of products. The purpose and method are very different. Many successful brands have complete annual promotion plans for their promotional activities. Successful promotion is not only an excellent advertisement, but also a retail terminal with powerful sales capabilities.

The organizational planning of promotional activities includes the following contents:

First, through market research and analysis, initially determine the theme, content, time and location of the activity.

1. First, determine the theme of the activity. The choice of theme should echo the media communication concept of the product. Deepen the understanding and memory of products and concepts among target groups through activities.

2. The content of the activity is determined according to the theme. The prerequisite for a successful event is that the content must be attractive. Including discounts, free gifts, trial services, etc., are all indispensable means to attract target groups.

3. Time. According to experience, large-scale events are best held on public holidays.

4. Location.

Generally, it is set in a shopping mall or square with a large flow of people and high visibility. Pay attention to the fact that there must be enough space for people to move on site.

Second, introduce an activity plan.

Plan activity plans based on investigation and analysis, conduct input-output analysis, and prepare activity budgets.

Third, preparations before the event.

1. Information release

(1) Newspapers:

①Activity information must be released in newspapers and periodicals with large local circulation and the highest influence.

② When there are few types of local newspapers and periodicals and there is no choice, designated advertisements can be directly published in the newspapers and periodicals with the largest circulation.

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

④ Publish information that can increase participation enthusiasm and the number of people. For example: the event starts at 11:30, please do not line up too early.

⑤ Be sure to add "The right to interpret the event belongs to ×× Company" in the corner of the advertisement to avoid unnecessary trouble.

(2) Television: TV advertisements are coordinated with rolling subtitles or tailgates. The content is mainly about introducing activities, supplemented by simple product introductions or simply not mentioning the functions of the product.

(3) Radio: Radio is not as intuitive as television, nor does it have the advantage of holding a newspaper in your hand for a long time to read. When using radio to disseminate information, you must repeatedly emphasize the attractive content and the time and place of the event, leaving nothing else to discuss.

2. On-site layout

A well-arranged event site can make the event proceed in an orderly manner, increase the momentum and atmosphere of the event, and attract more people to participate. The following materials are generally necessary in large-scale events:

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

(2) Large display boards and backboards that highlight the product image and event theme content.

(3) Hang flags, table signs, large posters, and leaflets.

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

3. Personnel Arrangement

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

(2) There must be a certain number of order maintenance personnel at the scene (sometimes you can contact the public security police and security guards to ask them to send personnel to assist).

(3) On-site consulting personnel and sales personnel must have a clear division of labor and cooperate with each other.

(4) Emergency personnel (generally led by leaders, if there is interference from government functional departments, etc., they should be dealt with in a timely manner).

4. Public relations liaison

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

Fourth, on-site execution key points.

1. The staff are the first to arrive at the scene and are in place.

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

3. Master the rhythm of activities, maintain order on site, and prevent looting and other accidents to avoid negative effects.

4. Sales staff prepare sales matters and introduce sales products.

5. The gifts should not be distributed too early or too late at the specified time. Please register personal information and signature when distributing.

6. The host announces the end of the event and the venue will be temporarily reserved until possible.

7. Sales will continue at the on-site sales desk.

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

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

Evaluating the effectiveness and gains and losses of activities is a very important part. Only by constantly summarizing can we avoid detours.

2. Avoid lack of popularity in activities

A problem often encountered in promotional activities is that there are few people coming and the venue is empty. A clever woman cannot make a meal without rice. No matter how sophisticated the promotion technology is, if there is no one on site, neither the sales target nor the publicity purpose will be achieved. To sum up, there are four reasons.

(1) Improper investigation and misplaced publicity

In the "Weight Loss Certification" campaign introduced earlier, the wrong media strategy resulted in a lot of wasted money. The reason is caused by insufficient understanding of local media during the investigation. In addition, inaccurate positioning of target customers during publicity and unattractive content will make the activity a waste.

(2) Hasty planning and poor preparation

The preparation period for large and medium-sized events is at least 15 to 30 days. If it is rushed to catch up with some festivals, there will often be gaps in the activities. The phenomenon of something less in the east and less in the west. For example, in an event where there is a performance, the actors are delayed in showing up due to poor communication, resulting in the gradual loss of consumers in attendance. There is also an underestimation of weather changes. Cold winds and heavy rain will prevent people from participating in activities. Therefore, consulting the meteorological department in advance is an indispensable preparation step. Remember, if you make one mistake, you will lose everything.

(3) Wrong design and disjointed activities

Events often start with crowds of people, but some consumers disperse after the program is over or the gifts are distributed, resulting in a deserted crowd in front of the sales counter. The pommel horse is rare. The main reason why this happens is that activities are out of sync.

For example, when designing activities, the steps from consumer entry, consultation, gift collection, purchase, service registration, etc. cannot be connected with each other; the most tempting programs such as free gifts are not placed at the end, etc., resulting in Activities are laborious and fruitless. Therefore, only careful design that leads consumers by the nose can avoid giving up halfway.

(4) Remote location and few customers

There are also many cases where consumers are reluctant to participate due to remote locations. Therefore, large and medium-sized activities must be chosen around bustling business circles, otherwise they would rather not be held. Don’t look for a second-best location due to cost or public relations resistance. In such a location, the root of failure has already been laid before the event even begins.

In addition, "poor control, disordered order, unexpected changes, and lack of preventive measures" are all aspects that require attention.