Marketing case: How to make your holiday activities stand out

Like any other big and small holiday, the Independence Day for http://www.aliyun.com/zixun/aggregation/38848.html "> Marketers created a chance to get consumer attention." But often at first feel good ideas, such as sales of seasonal wedding samples, to the end will usually become a brand of a melee, make everyone exhausted, even there will be friction, and sometimes will return empty-handed.

Because so many brands make major festivals a great time to launch special offers and limited promotions, planning for such activities takes extra effort. In order to reduce the thorns of the road, you must do more preparation. This is not about taking advantage of cultural events or making false promises, because eventually the truth will come out and it will damage the image of the brand in the minds of consumers, but in a rational way.

Correlation

This year, the U.S. Agricultural Food Safety and Inspection Service (FSIS) July 4 launched a cross-platform public service advertising campaign, coincided with the holiday. Together with the United States Food and Drug Administration (FDA), the Centers for Disease Control and Prevention (CDC) and the Advertising Committee, the organization has been educating consumers on food safety, especially on summer cooking and outdoor diets. The core message of the activity is: to ensure food safety, the following four points must be achieved-clean, separate, boil, cool.

New York JWT is an advertising agency dedicated to developing networks, television, print, radio and social media ideas. The agency took up the task of creating an activity that was relevant to the United States Food Security Department and was capable of achieving its important purpose. In terms of relevance and timeliness, few other vacations have the right background to deliver information about food safety. But this holiday can pass this information to the consumer. When people's interest in a topic naturally reaches its highest value, the introduction of a related activity will not only attract the interest of consumers, increase the influence of the information, but also let consumers love the advertiser-because he knows the mentality of consumers.

Funny

In fact, a well planned activity does not necessarily make a success. Advertising strategy is not only about relevance, there are many other factors, one of which is funny. To highlight yourself in a holiday ad campaign, the activity must be unique. One way is to be humorous.

Although the basic message of this food safety family activity is not funny at all (about 48 million Americans have food poisoning each year), the purpose of the campaign is to make consumers laugh. Through a tongue-in-cheek ad copy and an interesting way to articulate the four steps of food safety, advertisers communicate the message they want to advertise in a way that consumers can remember.

In a promotional video broadcast both on television and on the USDA's Food Safety YouTube channel, a woman asked to put live chickens on one side of the room and put another on the other side of the room. The message to be conveyed is that raw meat and other foods are processed separately by using different chopping boards. Passing this rule with a visual experience can increase the opportunity for consumers to follow this rule, while also significantly improving the viral marketing potential of the video on the network.

Exposure

Food Safety The target audience for family activities are the parents and caregivers who speak English and Spanish and who need regular cooking. And, through the collaboration publishers of the New York JWT Agency and the Advertising commission FSIS, they are sure to cover these consumers. The publishers that support online creativity are MSNBC, while banner ads run on numerous ad networks and Web sites. "The purpose of this food safety family activity is to raise awareness of the risk of food poisoning and to motivate consumers, especially parents, to take concrete action to ensure the health of their families." "said Ellyn Fisher, vice president of public relations and social media at the advertising committee. "This activity needs to tell them what precise and specific measures to take and why." ”

Another way to achieve this is through social media, and the propaganda platform on Facebook and Twitter. While inviting users to participate in exploration activities, two platforms are used to provide additional food safety tips. For example, "Hello everyone, today is July 4!" Do not cook a half cooked hamburger oh, at least nine points are ripe to do oh! In order to guarantee today's good mood oh. ”

Whether you're promoting a new product or a public service, using these strategies can make your activities stand out. But be careful. If your organization's activities are meaningful, consumers will naturally repay you, but if not, I'm sorry, your brand will be smashed.

(Original: July 7, 2011, compiled: Zeng Cui)