Father'S Day Marketing: How To Play New Ideas Without Losing Heart

Nowadays, holiday marketing is no longer a new topic. Businessmen will not only tie up the existing festivals but also make their own festivals.

Festivals such as Valentine's day, mother's day, double eleven and 618 promotion also bring real benefits to businesses.

As a result, more and more festivals became the decisive places for all brand businesses.

It is becoming more and more popular, and consumers are less and less aware of their marketing methods.

At this point, a question worth pondering is placed in front of us. When festivals and festivals are reduced to business selling tools, how can holiday marketing win eyeballs and pay for consumers?

Love is not a marriage for the purpose of playing hooligans.

Internet buzzwords, which do not marry for the purpose, are all used in the category of festival marketing.

The essence of marketing lies in brand. The ultimate goal of a series of marketing means is not only sales figures, but also whether brands and consumers can successfully communicate with each other.

Here we share with you a case in the past: father's day has been a neglected festival in the domestic holiday marketing, and it is difficult for many people to say which day is father's day relative to mother's day.

Hai Lan, a family that has been focusing on men, began to pay attention to this festival two years ago.

From 2013, father's day marketing began to be mentioned on the agenda of corporate brand building.

"Hai Lan's family has built up a belief from the beginning of the enterprise brand.

The construction should not only provide high-quality and fashionable clothing concept for the broad masses of the target audience, but also provide a humanistic concern for the vast number of consumers.

Men have always been the focus of the Hai Lan family. We find that the so-called male groups in the family have been in a state of "weak concern" throughout the society.

Hardships and hardships, pressure mountain Dali of course become a male pronoun.

It is based on the general cognition of this society that our Hai Lan family hopes to take advantage of the father's day, the only festival of men, to call on the whole society to pay attention to fathers and care for men.

The brand director of Hai Lan home said in an interview.

This year's father's day, Hai Lan's family has invited three pairs of celebrities and father as their brand ambassadors to pay tribute to their father.

They are Du Zhiguo and Du Chun, sons and daughters of the performing arts family, Tian Liang, Tian Yu, orange and father from Daddy where to go, as well as Chao dad, Meng WA, Li Chen, father and son, who deduce the love and interaction between father and son, and convey the core brand appeal of Hai Lan's home.

Instead of sticking to the promotion and promotion of products, the marketing approach that combines brand idea with consumer sentiment is a good way to catch the hearts of people. The core of the father's day marketing of Hai Lan's home is not how many clothes sold, but how the brand calls the consumer to have the action of "fatherly love".

Brand concept is the golden key to holiday marketing.

Maybe someone will say that the father's day of Hai Lan's home is just a good gimmick to call, and other men's clothing brands can also do it.

Then let's see whether the marketing of Hai Lan's home is really like this.

In recent years, the whole traditional retail market of garment industry has been declining. Many familiar clothing brands are faced with a series of similar diseases, such as user churn, failure of brand pformation and excessive inventory pressure.

At the same time, in the face of the impact of the online e-commerce platform, the traditional retail market clothing enterprises are constantly being squeezed and challenged.

Since 2012, Hai Lan's home has also smelled the changes in the traditional clothing market, and gradually began to adjust the business strategy and product strategy of the whole enterprise.

For summer T-shirt products "HI-T" series of new listing, for autumn and winter products, "quality down" single product series also to the market.

This concept of extreme cost performance is also reflected in father's day marketing.

This year's father's day, Hai Lan's home has also launched several special items.

"For consumers to choose, but also thousands of stores across the country carefully prepared customized version of T-shirts and shirts can be freely received through activities, received a good feedback from consumers.

Moreover, on the weekend of father's day, according to the brand director of hail Lan's home, the entire hail LAN family's father's day marketing project invested tens of millions of yuan, reaching hundreds of millions of users, and won the praise and popularity effect.

Let consumers convey their intentions with brand names.

Before long, did you remember to put a box of Dove chocolate in the schoolbag of the schoolgirl?

Is it possible to recall the Parker fountain pen that had been saved for several months at the middle school graduation meeting and handed it to the best friend?

The highest level of brand marketing is to make the brand a natural carrier of your emotions.

This is the cleverly ingenious way of marketing father's day at Hai Lan's home.

On the one hand is the national brand, Hai Lan's home, which focuses on men's wear.

Father's day builds bridges between consumers and brands.

In the summer, to the home of Hai Lan, it is perhaps more precious and warmer than a thousand words to send a model garment to Dad.

The home of Hai Lan has become the exclusive brand of the paternal love. No need to say a thousand words, only a fitted shirt or T-shirt is enough.

Under the father's day line of the Hai Lan home, it covers thousands of stores nationwide, and more than 35 thousand T-shirts and long sleeved shirts have been sent to the store, which has increased nearly 170 thousand fans for the official WeChat of Hai Lan home.

At the same time, domestic mainstream media such as Sina micro-blog, NetEase news, Youku video, flush and so on 11 APP client boot screen and WeChat information flow at the same time expose Hai Lan home's father's day information.

Hundreds of news reports on Internet media and traditional media, Central Television TV advertising, outdoor advertising in many cities, 58 city 156 family line advertisements, and shop creative billboards, covering hundreds of millions of people, make this father's day a real Carnival holiday at Hai Lan's home.