What is holiday marketing?

Holiday marketing: a professional term in the retail industry, service industry, and catering industry, that is, holiday marketing activities. Holiday marketing is a marketing activity in an extraordinary period. It is a special activity that is different from regular marketing. It often shows the characteristics of concentration, suddenness, abnormality and scale. How to implement, control, and evaluate holiday marketing activities to better achieve goals.

Marketing Strategy

It is very difficult for a holiday marketing campaign to cover all aspects. Therefore, holiday marketing must be targeted, prioritize and focus on terminal channels. By stimulating the two terminals of retailers and consumers, a straight line is formed to promote the spread of the entire sales surface.

Retail business includes supermarkets, warehousing, department stores, shopping malls, hypermarkets, and electronic cities. The main goal of terminal marketing activities is to increase the retailer's product inventory and increase the on-the-counter rate through a series of activities. And obtain the superiority and vividness of the sales point, and effectively cooperate with the manufacturer's holiday promotion activities.

Marketing activities aimed at consumers must analyze consumers’ preference for products, holiday consumption behavior, acceptance of promotional methods, market attitudes towards similar competitive products, prices and channels, and ultimately The decision is to add new consumers through new product launches? Whether it is to consolidate existing consumers through promotional means, or to attract users of competitive brands through 4P means

Festival marketing activities must have quantitative indicators in order to achieve the purposes of planning, assessment, and control. Quantitative indicators usually include sales, market share, gross profit margin, comparison date, growth rate, repeat purchase rate, arrival rate of promotional advertisements, etc.

At the same time, the choice of marketing communication tools is very important. During the holidays, market competition is fierce and market demand is strong, so holiday marketing activities not only require companies themselves to quickly launch marketable IT products and set attractive prices to make it easy for target customers to obtain the products they need, but also require IT companies to During the festival, take the opportunity to strengthen or reshape its new image in the market, design and disseminate novel and unique appearances, features, purchasing conditions and products, bring benefits and temptations to target consumers, and provide information based on the needs of different consumers. Cultural background, income, and regional culture, carry out communication and promotional activities, and use these tools or activities to fully disclose and display this information during special periods (festivals) and special locations to form extraordinary scale consumption. These marketing communication tools include a combination of advertising sales promotion, publicist selling and optimization.

For example, in order to consolidate the market for mature IT products, holiday marketing can use methods such as sending small value coupons and chain draws; to launch new products, use price reductions, free trials, buy one get one free, etc. Mail product catalogs, quotations, etc.; at the same time, you can also create public relations events, use a certain news promotion event to exaggerate and publicize products or companies, such as giving back to social activities, sports sponsorships, or star promotions. Of course, some themed advertising, from colors and titles to plans and activities, can highlight the holiday atmosphere and create holiday business opportunities.

Promotion methods

(1) Promotional market types. Different market types require different types of promotional tools, such as IT and supermarkets, supermarkets and department stores, shopping malls, shopping malls and hypermarkets, Hypermarkets and electronic cities have many similarities and differences in their characteristics and environments, so the selection of promotion methods should also be different.

(2) Competition conditions and cost allocation, including the IT companies themselves in the competition Its strength, conditions, advantages and disadvantages and the conditions and environment of competitive brands. From this, the reward range, quantity, variety, discount rate, award design and redemption rate, product sales expenses, and additional benefit expenses (referring to the investment rewards and recovery rate) that the enterprise can provide are formulated.

(3) Selection of sales promotion media. For example, when selecting promotional tools such as coupons, the media must be combined and queued. How many will be sent directly to customers, how many will be distributed in packages, and how many will be mailed directly to homes. How much is passed through newspapers, magazines, etc. should be quantified, detailed, and rationalized.

(4) The selection of sales promotion timing is the beginning of success. The timing is the life clock of holiday marketing and must be paid attention to.

Too long or too short will restrict the smooth development of holiday marketing. According to the common practice abroad, the appropriate date for holiday marketing and promotion is half a month, 4 days before the holiday is the promotion period, 7 days during the holiday is the focus period, and 3 days after the holiday is the repair period. The duration of each period is based on the length of the average purchase cycle. should.

(5) Selection of sales promotion target objects Holiday promotions need to promote a variety of objects, including sales promotion for consumers and social groups, sales promotion for middlemen and retailers, and sales promotion for middlemen and retailers. Promote sales to salespeople and even fellow manufacturers and suppliers. Distinguishing priorities and correctly selecting sales promotion targets is the primary consideration when carrying out holiday marketing. Generally speaking, business operations are finally completed only when products are transferred to consumers. Therefore, the target of holiday sales promotion should be mainly to attract consumers, supplemented by sales incentives for retailers. However, if it is a large-scale holiday marketing activity, considering the scale and effect, it must be promoted in multiple sections and use multiple methods.

Marketing Points

Point 1: Clear Goals

It is very difficult for a holiday marketing campaign to cover the entire channel, so holiday marketing must be targeted. Sort out the priorities and focus on terminal channels. The main goal is to improve the retailer's product inventory, increase the on-the-counter rate, and achieve superiority and vividness of the point of sale through a series of activities.

The main goal of marketing activities targeting consumers is to analyze consumers’ product inclination, holiday consumption behavior, acceptance of promotional methods, and market attitudes towards similar products. Holiday marketing activities must have quantitative indicators to achieve the purposes of assessment, control, and planning.

Since giving gifts during the New Year is a Chinese folk custom, some products can be launched in gift packages. At the same time, some daily necessities that are consumed a lot during festivals are also suitable for holiday promotions. During the Chinese New Year, consumers like to purchase large quantities of new year goods to reserve. For the promotion design of these daily consumer goods, in addition to catering to the festive holiday cultural atmosphere, we should also consider Consumers want economical and affordable consumption, so the activities designed must not only focus on being outstanding, but should also consider the real thing.

Point 2: Highlight the promotional theme

For promotional activities to give consumers a refreshing feeling, they must have a good promotional theme. Therefore, the design of holiday promotion themes has several basic requirements: first, it must be impactful, so that consumers will remember it deeply; second, it must be attractive, so that consumers are interested. For example, many manufacturers use suspense themes to attract consumers to explore their psychology. ; Third, the subject words must be short and easy to remember.

For example, if a hotel wants to do a good job in New Year’s Eve dinner business during the Spring Festival, it must use “family fun” and “family portraits” as promotional themes and carry out targeted service projects.

Point 3: Pay attention to promotion forms

When they think of promotions, many people think of live shows, gifts, discounts, points, draws, etc. Although the promotion methods are similar, there is still a lot of room for creativity in the innovation of details. For example, in the "Win a Big Prize in the New Year, Thank You and Be Gifted" campaign designed by a health care product company, a combination of promotional forms was carried out.

The company carried out two forms of combination, and set up 5 awards, namely refrigerator, microwave oven, bicycle, thermos cup and "thank you". However, it also set a rule, that is, consumption With four "thank yous" on the scratch card, the reader can exchange for a box of small-packaged products. In this way, at the same time as the design award, the buy four and get one free design is included.

Point 4: Make product selling points festive

How to develop and promote products suitable for the holidays based on different holiday situations, holiday consumer psychology, the actual needs of the holiday market and the characteristics of each product New products for consumers to relax, entertain, and socialize. This is the key to successfully opening up the festival market and quickly seizing the vast holiday market.

To realize the holiday-oriented products, we must pay attention to the three basic points of leisure, theme and nutrition of the product. All holiday marketing activities must focus on the "three modernizations" of the product. Innovative packaging, the product is "three parts nutritious and seven parts packed". The packaging should be "cool and dazzling" and unique. It should stand out from the stereotyped golden, red and purple holiday clothes and make it beautiful, practical and fashionable.

For example, the "Little Wine Tiger" launched by Shandong Jingzhi Group is both a work of art and a unique piece of wine utensils

Point 5: Promotional plans must be scientific

To implement a good holiday promotion, you must be fully prepared in advance and consider various factors. Especially promotion terminal personnel must be trained and guided, otherwise it will cause dissatisfaction among consumers and the effect of the activity will be greatly reduced. Holiday promotions must do at least the following three things: the selection of sales promotion media, the selection of sales promotion opportunities, and the selection of sales promotion target objects.

Point 6: Design of promotional activities

Try not to confront strong manufacturers head-on, especially not to engage in price wars with strong competitors. Instead, you should find a unique way to highlight your own advantages and selling points. Although many people are willing to go out for a walk, eat, play, and shop during the Spring Festival, there are many more people who are willing to spend the holiday at home. How to get these people to spend money at home and contribute to the prosperity of the holiday economy is a new topic currently facing us.

The most fashionable way to spend money at home is to develop information consumption. Experts suggest that we should accelerate the development of entertainment, sports, reading, communications, education, shopping and other consumer items on the information network. For example, you can order classic business cards, local dramas, etc. at home through the Internet, cable channels and other channels. You can also order goods or gifts online at home and have them delivered to your door through merchants.