China's current holiday totals 117 days (including public holidays), which basically accounts for one-third of the whole year. For consumer products, the effect of holidays on sales is undoubtedly obvious. But for holidays, many manufacturers love and hate, love is strong, and purchasing power is strong; hate is to invest huge manpower and material resources, and the effect may not be very good.
So, what are the key and attention aspects we need to grasp for holiday marketing? This year's National Day and Mid-Autumn Festival are coincident, and it seems even more difficult to capture the highlights of the products and brand information in the two festivals. How to master the rhythm and frequency of holiday marketing requires manufacturers to prepare and formulate plans early.
The "three key" of holiday marketing
Marketing objectives identify any marketing campaign, and the goal is set by the top. Holiday marketing is of course also a marketing campaign, so it is no exception.
First of all, the marketing goal must be related to the company's marketing strategy. For festival marketing, it depends on whether the festival is for brand promotion, word of mouth or just short-term sales. Of course, sales are also an important part of the event.
Secondly, through the development of the activities, understand the life advocates and habits of the target consumers, and provide the basis for the promotion and shaping of the brand. Some mediations such as outdoor advertising and TV commercials provide some references.
Once again, with the concentration of holiday consumption, new products can be launched, and consumers can be quickly contacted to quickly enter the market.
Therefore, it is necessary to develop a clear marketing goal: such as sales volume, sales, target consumers, and participation.
The marketing theme chose many channel marketing activities, which became the hotbed of dealers' “black incomeâ€; consumer activities became the “hidden rules†of watching the show and playing the game “flashing peopleâ€. This marketing campaign doesn't make any sense. At the end of the event, even the brand did not remember anything after the consumer left. So where is the bigger problem? The bigger problem is that the activity is not exciting or enthusiastic, but the theme of the event is not clear and cannot touch people.
The theme is “planning†and planning requires “creativeâ€. The theme needs to be combined with the brand and product, and also with the identity and characteristics of the target group. Therefore, it is advisable to start with the selected target consumer when determining the theme. For example, consumers can be selected in a certain "circle" or for a certain "hobby", and such a theme is embedded in the activity to resonate.
For example, activities targeted at household purchases; activities can also be designed for children and unified under the major theme of National Day and Mid-Autumn Festival.
The general principle of the implementation of the action plan is that there are always small bright spots and small climaxes. It cannot be “all the way downâ€. Processes and norms are very important, but they must be closely linked to the purpose of the theme of the event, and must not be forgotten. Because marketing activities are not charity dinners, pay attention to returns. Marketing activities must be valued. First, the target consumers gain value; rather, the manufacturers gain value.
In strict accordance with the established process to ensure the effectiveness and impact of marketing activities. It mainly includes the following items. The formulation of the program, including content, form, and carrier. If it is the display inside the store, it must be vivid and interesting; if it is a store outside the store, the interaction must be high, and the enthusiasm of consumers to participate.
In terms of organizational security, a special promotion team should be set up to make the implementation of the activity accurate and timely; secondly, it can provide strong support in resource security.
"eight attentions" for holiday marketing
Creative design Many companies sigh that holiday marketing has become a "chicken rib". It is a tasteless taste, but it is a pity to abandon it. But if you don't do it, you can't do it. Everyone is doing it, and the second is not to do it. Then, one of the important tasks is to design creative event themes and activities. Uninspired themes and activities are like the body without the soul, which is not attractive at all.
Product portfolio festival, product portfolio should be suitable for the target consumers' buying habits, large-package products and large packages with gifts are a good choice, because at this time mainly household consumers. At the same time, the promotion and listing of some new products is a good time. During the holidays, customers have plenty of time to absorb information and listen to the promoters' introductions and recommendations. Old products and products close to the "top period" can make some special offers and gifts with the help of the festival's prosperous sales. In short, the product mix is ​​based on the strategy of new and old, highlighting new products.
The two-way interaction of self-speaking and self-speaking certainly does not attract attention. In the current situation of consumers becoming more rational, it is necessary to create an experiential consumer atmosphere. For the marketing activities of the store, it is necessary to jump out of the drinking and tasting of thousands of people. It is crucial to shape the atmosphere of the small area of ​​the store. The guides should be properly regulated and integrated into interesting and interactive activities.
Vendors cooperate with festival marketing not only for manufacturers, but also for all-round cooperation, such as supply of goods, personnel in place, logistics and so on. For the store's stacks and rows, the store should be negotiated before the festival, get a good location, and make reasonable arrangements.
The rhythm grasps the National Day and the Mid-Autumn Festival, and it is difficult for the two festivals to promote and promote separately. Then design a unified theme, such as "national celebration, family reunion" and other topics. Prepare before the holiday to not delay and affect daily sales. Because it takes a lot of time and effort to prepare for the festival, it will affect the daily sales more or less.
I recently went to several mobile phones and electrical stores, and found that many products were not complete when the festival arrived; the staff morale was sluggish, and several of them went away. The author just started to think about it. Later, after carefully observing and asking a number of clerk, I realized it.
Originally, in order to prepare for the "double festival", the clerk was carrying materials, gifts, promotional items every day, and the energy was seriously overdrawn. In addition, the performance before the festival was generally not good, and the performance was declining because of the distracting energy to carry the materials, so the service level was serious. Declining, there are often things that quarrel with customers or slow down to customers. Several stores have customer response service quality problems, and even quarrels and returns.
The long-term training of personnel training is to improve the quality of employees; in the short term, it is for employees to be familiar with the content, process, etc. of the festival activities. Of course, it is necessary to provide better services to customers. This link is essential. The front can attract attention, play a role of reminding and warning; the second is to standardize words and deeds, so as to be foolproof.
Incidents handling festivals have large traffic and frequent transactions. Inevitably, there will be some problems, such as deviations in understanding, inadequacy of services, and even some shortcomings in sales policies.
This requires an emergency response to an emergency, and a special person must be on duty to handle it.
Evaluating and improving the cost of developing a new customer is more than three times higher than maintaining an old customer. Therefore, after 3 days from the end of the event, complete a phone call, letter or email return visit, listen to the consumer's opinion, and make an evaluation of the activity.
In the past, since it is a mode of operation of the festival, it is necessary to reflect normative and reproducible. A special promotion professional team was set up to be responsible for the implementation of the event.
Second, the supporting method is to support the marketing of marketing from the marketing strategy, resources and personnel, and to establish a comprehensive process and standardization mode from the front, middle and back of the marketing activities.
Third, do a good job of tracking services. Instead of spending a lot of effort to develop 10 new customers who are “not availableâ€, it is better to maintain an old customer.