Source | activity box – APP operating tools (huodonghezi.com)
Mid-Autumn Festival is approaching, moon cakes and hot spots are coming together. It is no exaggeration to say that “every festival is hot”, because every festival will be accompanied by a happy atmosphere, the audience’s emotional resonance is also fixed, choose at this time to do marketing activities, often can achieve twice the result with half the effort. So the brand side is very keen to do marketing activities during the festival, but in the holiday marketing ride there is also pay attention to, if not properly used, will be overturned.
So, how should brand side do holiday marketing well? On the occasion of the arrival of the “Mid-Autumn Festival” hot spot, box bacteria and we will talk about the Mid-Autumn festival to take advantage of the conventional marketing play, and extract the next holiday to take advantage of marketing skills.
One, Mid-Autumn Festival routine
1. Short and pithy copy
Copywriting this form of marketing, for brands, is relatively time saving, generally is to release a group of holiday copywriting posters. However, not because it is easy to perfunctory, in the copywriting to deliberate, how to stamp the empathy of users through a few short sentences, so as to hit. Even though marketing forms are diverse, copywriting still has power!
(1) Durex: May man last
Moon cake, moon, family reunion dinner
2. Imaginative H5
H5 advertisement’s novel way of publicity fits young people’s mentality and can attract a lot of people’s attention. Loaded with animation, video, copywriting, music and other multiple elements of H5, fun and interesting, more conducive to communication, so become the darling of many brand marketing.
Palace Museum Food: “I have received a wechat message from your mother.”
I received a message from your mother on wechat last Mid-Autumn Festival. You think the Palace Museum will only sell meng, never thought it would sell moon cakes, but also in the name of the emperor external publicity, with a humorous form of promotion to users, this wave of operation is really fierce SKR Palace Museum.
3, the right video advertising
The mode of video advertising has become one of the mainstream marketing activities. Through a few minutes of advertising content with story and plot to continuously promote the brand and festival connection, easier for users to remember, and easy to spread and brush the screen. Because of its distinctive features, video advertisements are often used in festival marketing. With corresponding promotional activities, they will attract many users to click and watch. However, the production cycle of video is long and the cost is relatively high, so it is not suitable for brands with insufficient time and funds.
Tmall X new world: # New reunion view #
Reunion must be homecoming? Must there be moon cake for reunion? Now we need to redefine the concept of reunion. Through a story of “the son takes the father to Beijing for reunion”, Tmall and Xinshixiang arouse the audience’s understanding of “new concept of reunion” and their desire for homecoming and reunion under the background that most people have not enjoyed reunion yet on the eve of Mid-Autumn Festival.
In this Mid-Autumn Festival, Tmall created the value system of # new reunion concept from story to concept in multiple dimensions, which gave the audience a big baptism from emotion.
Video link:
https://v.qq.com/x/page/f0552h2j8nc.html
Video series posters:
Two, the Mid-Autumn Festival to take advantage of five tips
1. Prepare for activities in advance
Festival marketing needs to be arranged in advance, in order to successfully seize the flow of high ground in the implementation. For example, taking advantage of the holiday is predictable. In taking advantage of the occasion, we no longer emphasize how fast and fast the brand is, but reasonably arrange the time of each stage of the activity: when to release the preheated content? In what time period do you focus your publicity? When will the event be officially launched? Develop a proper activity plan, so that the activities in an orderly manner, the success of the activity will be more likely.
2. Establish the convergence point between brand and festival
Awkwardly, a conversation is an awkward conversation between two people.
This situation also appears in the brand on the opportunity, some brands do marketing activities, the brand positioning and festival itself does not coincide, but also to “touch porcelain”, forced the festival and brand image together, this kind of marketing and marketing often can not C debut, but to be diss.
In fact, an excellent marketing campaign should consider from the perspective of users, excavate the common ground between festivals and products, guide users to associate with our products from festivals, and strengthen users’ cognition. By enabling target users to participate in festivals more quickly and conveniently at lower cost through our products or services, we can gain users’ heartfelt recognition and positive communication power. Here’s an example:
(1) Beken Tomatomi: Life of Mid-Autumn Festival
With many familiar nostalgic elements such as drifting bottles, letters from parents, lighthouses and kongming lanterns being displayed one by one, and the touching story core as well as the heart-moving copy, on the basis of “reunion”, more memories and emotions are evoked by the public, and the brand concept of “sending health gifts” is smoothly implanted.
Different from all kinds of nutritional products advertising Shouting promotion, tomson Behealth video advertising in the first half of the description of the Mid-Autumn Festival, about feelings, and the product is in the last and blessing words together, clever products with the Mid-Autumn festival gift tradition between friends and relatives combined. Not only will it not be embarrassing, but also deepen the idea that Mid-Autumn festival gifts are not only moon cakes, but also health.
(2) Ou Pai! How to break the Wolf’s Mid-Autumn Festival troubles?
Ou pai took advantage of the mid – Autumn Festival to take a picture of qing qi advertisement, the day of the full moon, werewolf change. Clever use of the well-known werewolf moon night transformation story, the new concept of Ou pai “whole house customization” presented in an interesting way, smooth lead to ou pai whole house customization appeal point, break the “Ou pai = cabinet” inherent impression, attract a large number of young people’s eyes. It also makes the brand concept of “home, love and Europe” more popular.
Video link:
http://market.meihua.info/works/30597798
Video series posters:
3, clear activity crowd, hit the pain point
According to the classic 80/20 rule, 20 percent of the critical population may produce 80 percent of the transmission effect. Therefore, the most important thing for an activity is to target the target population, which is the basis of the whole activity. Only by finding the key population in the dissemination of the activity and aiming at it, can amazing effects be produced.
According to the characteristics of the festival, the brand can find the main target audience, analyze the psychological attributes and preferences of this group, and closely match the time, form, prize and copywriting of the event to make the activities favored by the target group. Otherwise, no matter how wonderful and lively an event is, no one will pay for it in the end. Mid-Autumn festival is a national holiday, everyone’s holiday complex is roughly the same, at this time to see which brand side can arouse people’s emotional resonance, hit their pain points, as long as the brand is not dead basic is universally applicable.
4, manufacturing differentiation
However, according to the white paper, “only 22 percent of people can get together with their families every year.” Many of them, especially those who are “floating on the line,” are unable to get back home for the festival. Even if they do, the quality of the festival is not high due to the tight schedule. Part of the brand side will be aware that this is the audience can be dug deep in the hearts of the common point. In this “do not go home” on the point, both with the Mid-Autumn festival family reunion concept runs counter to, but also to flaunt their own different.
I don’t want to go home during the Mid-Autumn Festival
(2) Benz: An excuse to go home and go out
The copywriting ideas of Meituan and Benz are not very novel, but they win in the accurate refinement of “not going home for the Mid-Autumn Festival” of various people, which is easy to resonate with people.
5. Data feedback and effect analysis
After the end of the activity, the brand activity personnel can make careful thinking through the feedback of the activity data, analyze the marketing effect of the activity, summarize the experience and take it as the guidance of the next brand activity, which will make the future marketing activity more effective.
Three, creativity is king, how to do festival marketing?
Mid-Autumn festival is coming, in order to reunion smoothly do not work overtime, now start to catch up with hot. If you don’t have an activity plan, go to the activity box and find the activity you want. The event box platform provides users with rich templates for festival marketing activities, standardizing, digitizing and maximizing the effect of marketing activities. Using the activity box activity template, users can design and produce various types of interactive content, and the background operation is simple, even the technical novice can easily get started in 10 minutes. Interested friends can login activity box’s official website (http://www.huodonghezi.com/) for more information!
4. Write at the end
When it comes to marketing, brands need to let go of their holiday obsession. On the basis of mining the selling points of brand products, we can deeply understand the characteristics of our own products and the needs of target groups, deliver brand values, and win the reputation and trust of users. This kind of marketing is sustainable and benign.
Above, about the Mid-Autumn Festival marketing activities topic box bacteria to share here, I hope to give you this marketing activity to bring some inspiration. Finally, I wish you a happy Mid-Autumn Festival!