Next festival, how do marketing and brand influence?

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Festival Marketing has long been not a fresh topic, often have friends in Europe and the United States and other national holiday promotions, dedicated to fly to shopping, holiday marketing in the West has long been made of practice. China's holiday marketing in the past few years has also done a raging fire: Last year's "11 11" Taobao Carnival, set a Alipay total sales of 19.1 billion Yuan Mark, 2013 this number was refreshed 30 billion days. This year obviously felt the emerging Singles Day and then turned to become a national shopping carnival.

Festival Marketing is the best selling time for marketing, and it is also the time to create the radiation range of traditional brand market. But how the brand with the help of holiday marketing, truly win the user's mental resources to achieve the user's identity to the concept of leather brand, which is a brutal task for every market person. The real winners are never numbers, and the numbers they relish will one day be refreshed by others. As a marketer, I am more concerned with the brand concept behind the numbers.

No promotional promotions like a love without feelings

Before talking about this topic, start with another holiday marketing story:

John Lewis, the largest department store in London, is a store that has focused on holiday marketing over the years. In the 2012 Christmas ads, his marketing story to the Snowman as the theme, in just 1.5 minutes, tells a passionate snowman experience a very difficult journey for his lover to find the perfect Christmas gift story.

The details of the story are as follows: The children in the garden piled a man and a woman two snowman, before the Snowman "Madam" wear a scarf, the mother called back home. The next morning the children found the Snowman "Sir" gone. Is the Snowman "Sir" Lost in the air? In fact, he is looking for the perfect gift on the way. Along the way, forests, rivers and storms cannot stop the snowman's determination to find a Christmas gift for his lover. The Snowman "Sir" bravely through the commercial street, hiding behind the garbage cans to avoid the snowball fights of young people, finally reached the destination Johnlewis department store. In the end, he returned on Christmas morning, bringing back scarves and gloves for the Snowman "Lady" for Christmas.

From the point of view of brand marketing, Johnlewis sells not gloves and scarves, but love and warmth. Lenovo to China's 11.11 holiday marketing, if you can have more humanistic feelings and brand concept is good. Although it is a business hype out of the festival, but the result of this carnival not only to stimulate domestic demand, but also to bring benefits to netizens, is always good. Just, the festival is always with a person's feelings, marketing is generally discounted, send surprises such as the hardness of information. Single look at the electric business industry of the Double 11 marketing war, only Jing Dong used: "Double 11, how can I use slow hand" such a differential, I am afraid that the only one in the electric business industry is not in the double Xi. no price strategy of the electric dealer.

Throughout the double 11 promotions, the general lack of brand connotation and philosophy. Let the whole people crazy like a love without emotion, the overall is a little regret.

Marketing, to find the method of the brand

Tell another story.

Japan's fast fashion brand Uniqlo is this year's 11 most successful marketing brand, double 11 day, Uniqlo is sold out the fastest brand, double 11 before 15 minutes of TOP1. If the cheap as the first choice, I believe that a lot of people often amoy the tide of the first thought is "Zoo", "seven-Pu Road", "Four Seasons Green" such as the domestic wholesale base. Only than Price, Uniqlo has no advantage.

Uniqlo is not really deeply rooted in prices, but more attractive than the price is the design and brand philosophy. To capture the latest trends, Uniqlo is setting up research and development centers in the forefront of Tokyo, New York, Paris and Milan. The main task of these developers is to find out what the next season will be, and then research and develop new products on this basis. Uniqlo will also find independent music makers, designers and artists from all over the world to work on a T-shirt, which is now the most anticipated collection of the season.

It is Uniqlo's "innovation", "wisdom", "courage", the understanding of customers and the grasp of fashion, so that each garment has the soul of art, this is the excellent clothing library enduring vitality. The so-called, first-class enterprises to sell the standard, second-rate enterprises sell brands, three-stream enterprises sell products.

This year there is a domestic fruit brand is very hot-chu Orange. This orange in the Earth fire up, not only is this orange sweet enough, more because it has a different entrepreneurial story behind it: Yunnan Tobacco King, the original Hongta group of the helm of the Kingkian 75-year-old prison medical after the species of oranges. Chu Orange more passed including "courage", "do not admit defeat" and other brand concepts. So even if just an orange, is a and thousands of oranges, the same as the same orange, it is more than the price of other oranges more than one time, although so people still flock to, because others have brand influence AH. Such products, not double 11, others still win.

Next festival, how do marketing and brand influence?

Blindly pursue digital refresh is by no means the long-term, to create a real market appeal brand, we need to seize the needs of consumers, cultivate unique brand connotation.

Then it was time for the holiday marketing to be the most frequent in a year. November 28 Thanksgiving Day, many shopping malls have begun to use this holiday to do "Thanksgiving gift broadcast"-buy full of XX activities abound, such a total sense of marketing is forced, even if the people pay, the brand itself may not agree. Today in the advertising of the audience to see a network of video enterprise Thanksgiving Marketing: "Lightweight Thanksgiving, download xxxx send 11.2 yuan 8 cents (10,000)", such a holiday preheating marketing good. I think the good place is the product release, gift value and Thanksgiving itself together, conveyed the enterprise Thanksgiving user attitude. Also put forward a "lightweight Thanksgiving" such a fresh concept, more realistic. But if can penetrate the brand idea more thoroughly, may be better, otherwise the total feeling is one-time.

Anyway, the next, Thanksgiving, Christmas, New Year's Day, the spring Festival has followed, the marketing department of the small partners, think good how to do these festivals marketing wave?