How Can Holiday Marketing Influence Brands?

2013/11/26 23:22:00 14

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Holiday Marketing Brand Concept Creation

> a href= "http://www.91se91.com/zt/" > Holiday Marketing < /a > is regarded as the best selling opportunity by the marketing circle, and it is also the time to create the radiation range of the traditional brand market. But how to use holiday marketing is a cruel task for everyone in the market. 
 Holiday Marketing is not a new topic. Friends often fly in the past when they sell their products in Europe and the United States. Holiday marketing has long been established in the West. China's holiday marketing in recent years has also been in full swing: last year's "11. 11" Taobao Carnival set a mark of 19 billion 100 million yuan for Alipay's total sales, which in 2013 refreshed 30 billion days. This year, it is obvious that the New Singles Day will turn into a national carnival. 
 Holiday Marketing is regarded as the best selling opportunity by the marketing circle, and also the time to create the radiation range of the traditional brand market. But how to win the user's mental resources with the help of holiday marketing, so as to achieve the user's approval of the concept of leather license, is a cruel task for everyone in the market. The number of people who really win is never the number. The number that people are fond of talking about will be refreshed one day. As a marketing person, I pay more attention to the brand concept behind the figures. 
 no idea promotion is like a love without emotion /p >
 before we talk about this topic, let's start with another holiday marketing story: 
 John Lewis, the largest department store in London, is a store that has been paying attention to holiday marketing over the years. In the 2012 Christmas advertisement, his marketing story takes Snowman as the theme. In a short span of 1.5 minutes, he tells a story of an infatuated Snowman who has gone through a difficult journey to find his perfect Christmas gift for his lover. 
 the details of the story are: children in the back garden have stacked a man and a woman and two snowmen. Before they could put a scarf on the snowman's "Lady", they were called home by their mother. On the second morning, the children discovered that the snowman was missing. Did the snowman "Sir" get lost in the air? Actually, he was on the way to finding the perfect gift. Along the way, forests, rivers and storms can not block the determination of "snowman" to find Christmas gifts for their loved ones. The snowman "bravely" walked through the commercial street, hiding behind the trash cans, avoiding the snowball fights, and finally arrived at the destination JohnLewis department store. Finally, he returned on Christmas morning and brought scarves and gloves to his Snowman as a Christmas gift. 
 from the perspective of brand marketing, JohnLewis sells gloves and scarves instead of love and warmth. Think of the 11.11 festival marketing in China, if you can have more humane feelings and < a href= "http://www.91se91.com/" > brand idea < /a >. Although it is a holiday that is hyped out by businessmen, the result of this carnival is not only stimulating domestic demand but also bringing benefits to netizens. However, festivals always bring people some kind of sentiment, and marketing is generally a tough message, such as discounts and surprise. Just look at the double 11 marketing war of the electricity supplier industry. Only the Jingdong has used: "double 11, how can we use slow delivery" to make a difference in advertising. I am afraid the only one in the electricity supplier industry is not using the price strategy in the double eleven. 
 throughout the double 11 promotion, there is a general lack of brand connotation and concept. To make this national crazy like a love without emotion is a pity in general. 
 marketing, we need to search for the brand to win the hearts of the people. 
 another story. 
Japan's fast fashion brand UNIQLO is the most successful marketing brand of this year's double 11. On the day of double 11, UNIQLO was the fastest selling brand, double 11 and the first 15 minutes of Top1. If you consider the price and quality as the first choice, I believe that many people who often rush out of the goods first think of such wholesale bases as "zoo", "Cheap Road" and "Sijiqing". It has no advantage over the price, UNIQLO. 
It is not the price, but the design and the brand idea that P is more popular than the price. To catch up with the latest trends, UNIQLO set up R & D centers in the forefront of Tokyo, New York, Paris and Milan. The main task of these R & D personnel is to find out what elements will be popular next season, and then research and develop new products on this basis. UNIQLO will also find independent music manufacturers from all over the world, a href= "http://www.91se91.com/" target= "_blank", designer /a and artists to make T-shirts into art works. This most common T-shirt has become the most desirable collection in every season. 
 is the "innovation", "wisdom" and "courage" of UNIQLO. The understanding of customers and the assurance of fashion make every a href= "http://www.91se91.com/" target= "_blank" > dress < /a > have the soul of art, that is the vitality of UNIQLO. The so-called "first-class enterprises" sell standards; second class enterprises sell brands; the three generation enterprises sell products. 
 this year, a fruit brand is very popular in China. The oranges burned up in Shenzhou, not only sweet enough for the oranges, but also because there was a different story behind them: the king of Yunnan tobacco, Zhu Shijian, the steering director of the former Hongta group, planted oranges after he was released from prison at the age of 75. Chu orange has passed more brands including "courage" and "no defeat". So even if it is just an oranges, it is the same orange as thousands of oranges, and its price is more than twice the price of other oranges. Despite this, people still go for it because they have brand influence. Such products, not in double 11, others win. 
 the next Festival, how to make marketing and brand influence? /p >
 blindly pursuing digital refreshing is not a long way to go. If we want to create a brand with a market appeal rather than a href= "http://www.91se91.com/news/index_q.asp", we need to seize the needs of consumers and cultivate a unique brand connotation. 
 next, the most frequent holiday marketing is in a year. On Thanksgiving Day in November 28th, many shopping malls began to use this holiday to make a "gift giving and giving away" - buying XX activities everywhere. Such marketing always feels forced, even if the people pay the bills, they may not agree with the brand itself. Today, we saw the Thanksgiving marketing promotion of a network video company in the advertising of the crowd: "light gratitude, Download XXXX for 11 yuan, 2 cents 8 cents (10000 copies)". I think the good thing is to combine product release, gift value and Thanksgiving itself to convey the attitude of the company to its users. It also puts forward a new concept of "light weight gratitude", which is more real. But if we can penetrate the brand idea more thoroughly, it may be better, otherwise it will always feel like a hammer deal. 
 anyway, Thanksgiving Day, Christmas day, new year's day and Spring Festival are coming. What do you think of the marketing of these festivals? How can you do the marketing of these festivals?