Editor's note: The one-year plan is in spring, and the Spring Festival is often the definite period of marketing for many manufacturers and distributors. In addition to the service industry, most of the manufacturers’ employees had a holiday in advance and the dealers also had a holiday in advance. The marketing was a horse of God. The Spring Festival seemed to be a cloud, the people’s minds were gone, and the people were divided. There was no time and energy to consider how to do Spring Festival marketing.

I believe that the Spring Festival marketing will usher in a new year of open marketing people, marketing people not only need to learn, master more marketing methods, but also insight into the era of big brand marketing is approaching this Spring Festival.

Marketing is like a spring cloud for the Spring Festival of Chinese horses.

One year in the spring is early spring, early birds have worms to eat, and stores opened early to make profits early. It is understood that most companies and distributors do not perform any marketing actions during the Spring Festival, leading to this period of time when consumers are least affected by advertising, promotional activities and other marketing interference. If others do not move, they will seize this empty The schedule will leave a deep impression on the consumers, and the investment cost will be much less than usual, and the effect will be much better.

Secondly, during the Spring Festival, the time when consumers visit friends and relatives is the most intensive. In fact, it is the best time for word-of-mouth marketing. During this period of active marketing activities, such as product after-sales service activities, it is more likely to become the talk of consumers after dinner. Achieve greater interpersonal communication;

Third, during the Chinese New Year period, according to different industries, there will be consumer demand, but most storefronts are mostly “iron generals” and consumer demand is suppressed. If they can open the door in advance to welcome guests, most of them will be customers. .

Among the author's friends, the best performing marketing for the Spring Festival was the advertiser of the "International Mould Machinery Industry." They attached great importance to the Spring Festival marketing and made careful arrangements before, during, and after the holiday season. They communicated with old and new members through high-frequency e-mails, wonderful New Year cards, appointment visits, and New Year's tea party. , expand new customers. And through the Spring Festival to send "blessing" activities, to send customers and potential customers blessings, intensive personal brand communication, this time the customer's immunity to advertising is the lowest, and more easily subtly accepted brand information. For the advertising salesman, visiting old customers during the Spring Festival is an indispensable compulsory course for them. Simple and exquisite small gifts, warm holiday greetings and short messages, and harmonious small meals are all common methods.

Luo Baihui said that the dedication of the advertising clerk's dedicated visit is worth learning by many practitioners. Regardless of manufacturers and distributors, they do not understand the Spring Festival marketing, but do not pay attention to the Spring Festival marketing, and do not take the initiative to carry out Chinese New Year marketing. As long as we value and take the initiative, we can think of many ways and means to maintain our old customers and win new customers.

How to plan the Spring Festival marketing

Holiday marketing is a marketing activity in an extraordinary period. It is a special event that is different from conventional marketing. It often shows the characteristics of concentration, abruptness, abnormality, and scale. How to implement, control, and evaluate festival marketing activities to better accomplish goals. Most companies nowadays conduct festival marketing. Why do these channels sell festivals?

Luo Baihui believes that the characteristics of holiday consumer psychology determine the different forms of holiday sales. It is an excellent opportunity for consumers to have close contact with new brands. For hypermarkets, the terminal where customers directly buy products is worth looking forward to during the holiday season. It feels that the advent of the consumer era has brought about a big change in the purchasing habits of consumers. Since the 1990s, the importance of goods Cost-effective to today's sense of consumption in the homogenization era, consumers are increasingly with the "heart", and businesses carefully created with the "heart" desire to sell the atmosphere, it will make consumers unconsciously "follow the feeling of walking." To achieve target sales.

What kind of marketing strategy should the company develop?

Strategy One: Create a creative atmosphere to create a festive atmosphere

The festival is a dynamic day, a happy day, to capture people's holiday consumption psychology, moving in music, happy to sell, create hot spots, and ultimately realize festival marketing. For different festivals, to shape the theme of different distinct activities, to attract the most customers to their own counters, create a live atmosphere and achieve holiday sales.

Strategy 2: Culture Marketing Conveys Brand Connotation

Cultural marketing, grafting the cultural atmosphere of the festival and carrying out targeted cultural marketing. Fully tapping and making use of the cultural connotation of the festival and combining it with its own business philosophy and corporate culture can not only attract a large number of consumers, but also provide a good market benefit to consumers while enjoying art and establish a good enterprise. Image.

Holiday activities are part of festival marketing. Holiday activities can enrich corporate marketing content, promote interaction, enhance stickiness, and increase brand awareness. What are the preparatory tasks and clear problems that companies need to make before planning holiday events? It is very difficult for a holiday marketing event to include all aspects. Therefore, holiday marketing must be targeted, clearly distinguish between primary and secondary issues, and focus on solving terminal access. Through the stimulating of the two terminals of retailers and consumers, a straight line was formed to pull the spread of the entire sales area. Retail business includes supermarkets, warehousing, department stores, commercial buildings, and hypermarkets' marketing campaigns targeting terminals. The main goal is to increase retailers’ product inventories through a series of activities, increase the rate of going out of the box, and achieve superiority and vividness of sales points. Effectively cooperate with manufacturers' festival promotion activities.

1. Define the purpose of the activity and determine the subject. When planning an activity, it must first be based on its own actual situation (including the time of the event, the expected input costs, etc.) and market analysis (including the analysis of current activities of competitors, analysis of target user groups, customer psychological analysis, and products Characteristic analysis, etc.) Make accurate judgments, and after analysis, draw on the current and most important ones, which is currently worth promoting.

2. Prepare resources. List the relevant promotional resources, human resources, and material resources required for the event, including the departments and personnel involved, and the various costs of the activities. Detailed and detailed calculations are based on actual conditions, and they are listed in a clear and concise form.

3. Meet the meeting. The person in charge of the event planning is responsible for the actual preliminary program, and organizes related personnel to meet in a meeting to discuss and correct the details involved.

Eight Spring Festival marketing strategies are brilliant

The huge business opportunity for the Spring Festival has caused hardware manufacturers to place great importance on it. It has not only made painstaking efforts to publicize the momentum, but also introduced many fresh “buying points” to meet consumer demand.

1, Zodiac Marketing

In 2011, the phenomenon of selling rabbit products was an inspiration to all major industries. The "Zodiac" has always been a profitable point for companies that can be considered. Rabbit's annual sales of rabbit-related products are in itself a path to success. More common is that many companies will use “rabbit year baby feedback kindness”, “greeting newborn baby year” and other related promotional activities to attract those parents born in the year of the rabbit or born in rabbit year Groups of people. Of course, this is also a good choice, not only gimmick, but also can effectively attract this part of the fixed consumer groups.

According to the survey conducted by the author, in the showcase at the Shenzhen Convention and Exhibition Center, rabbit-shaped pendants and necklaces have been introduced. Chow Tai Fook counter sales staff revealed that near the year of the rabbit, many people recently come to buy gold rabbit jewelry, selling about 10 gold jewelry every day. In an e-commerce website, the author also found that there are many toys related to rabbit theme, such as rabbit hot water bottle, rabbit props and so on.

In the hardware and building materials mall, this year we can see some rabbits with novel shapes such as bookshelves, tables and chairs, baby beds, and even the unique baby cabinet hardware locks for rabbits. The children's product update rate is faster, or they consume more quickly. , related Bunny hardware products can achieve long-term profitability.

In Shenzhen Huaqiangbei Electronic City, different shapes of rabbit modeling mouse, rabbit modeling hardware computer table, and even printed a full set of rabbit LOGO cup, creative exempt child gifts won the user's favorite.

In the Starry Sky City, following the “Battle with the Sky” and “The Tigers are alive”, the rabbit-related film and television works, “Pleasant Goat and Big Big Wolf 3,” “The Rabbit's Top Beggar” are facing the screen. Rabbit-related film and TV dramas can certainly heat rabbit's animation hardware products. It is suggested that hardware companies can review animation industry trends or establish brand cooperation relationships with them to promote hardware brands.

2, emotional marketing

The classic lines of Stephen Chow's film are: Deyi. In Luo Baihui's view, merchant promotions must be promoted. Looking at the festive season of the Spring Festival, during the entire Spring Festival, the word "love" is not full of time, and what people say and do is always related to "love." If, for example, businesses can make a fuss about the word “feeling” during the Spring Festival marketing, the results will be gratifying.

At an electric appliance sales promotion site in Shenzhen, you can see that those promotional desks are very attractive. On the big red background card, the theme of product marketing is written: Caring for the safety around you. In the product introduction, special emphasis was placed on the New Year and the thief’s entry was ordinary. It was a warm reminder that consumers should pay attention to their property and their safety at home. The top selling products are various anti-theft locks. This promotion has been recognized by many consumers.

Before the Spring Festival, the use of emotional marketing methods to make goods more accessible, sales are naturally increasing, but for consumers, this contains the emotional elements of the goods, even more valuable and meaningful.

3, signing marketing

In the era of celebrity consumption, the influence of representative people immediately improved the sales of products. This is why the singer's album has arrangements for fan activities, and the writer's book will host multiple signings. If the big brands launch the double bombing of “president signings + rushing price cuts”, it seems to be a good promotion.

Moreover, the signing of the president is not unprecedented, and many large companies have taken such promotions earlier. Stanley, a hardware brand known as the world's tool expert, once held a unique event in Qingdao: public signings. The personage is the president of Stanley Asia Pacific. The event attracted many customers. Customers who lined up and purchased all said that the business activities signed by the president of Stanley Asia Pacific have deepened the impression of the company in the minds of consumers and allowed consumers to enjoy real discounts, which is very good.

In fact, if the company has a certain brand influence, but also hopes to improve its position in the minds of consumers, launching corporate heavyweights in person at the scene of the consumer to increase sales efforts is one of the ways to promote the Spring Festival promotions.

4, online shopping marketing

"The goods from Shanghai to Hangzhou haven't been shipped to us for a week. It's so ignorant." Mr. Zhang, a white-collar worker who likes to shop online, recently hated the speed of logistics at the end of the year. Some sellers of online malls are also too busy with the delay of shipments. At this time, many online stores began to speed up and launched services such as "up to date" and "scheduled delivery." The author believes that the focus of online shopping competition has begun to shift from price competition to distribution services. Logistics will be the focus of the next round of online retail industry competition.

For B2C platforms in these industries, high-efficiency logistics distribution must be supported by a sound logistics and distribution system. Self-built logistics must have strong prior investment to show its competitiveness and want to express the “fast” express delivery during the Spring Festival. It's just a cloud.

5, advertising marketing

In 2010, the tender for the CCTV gold advertising period reached a record high, and the revenue exceeded 10 billion yuan, an increase of 18.47%, which was a full success. The home hardware industry has become the “dark horse” for CCTV bidding. Among them, the four seasons Mu Song solar 220 million won the bid, three trees lacquer tender 80 million, home store actually home 72 million, the Red Star Macalon tens of millions, Europa, Cobb Boloni nearly 30 million won the bid.

Advertising marketing is the most basic marketing method to shape the brand effect, and it is also the most investment in corporate funds. In recent years, the company's advertising marketing has also become increasingly intensified, and many companies have also taken advertising marketing strategies. In the eyes of consumers, product advertising has become the biggest way to understand the company.

6, experiential marketing

Experiential marketing is a popular marketing method in terminal stores in recent years. After years of development, experiential marketing has gradually matured. According to the author's investigation, in recent years, the monopoly of large enterprises has been continuously divided. In order to achieve differentiated operations, some brand businesses have begun to attach importance to the brand's image packaging. For example, some sanitary ware companies have set up a home experience hall and a living hall that are unique to the sanitary brand culture, and have arranged the mall storefronts and exhibition halls into simulated home halls to integrate the products. Among them, including related accessories and accessories, so that consumers feel empathy during the visit, to understand the function of sanitary products, experience the comfort brought by the product, thereby promoting the consumer's buying needs, so that the promotion of the promotion of market development, continuous stimulation Consumption is also very helpful, and the room for improvement is also great.

7, exhibition marketing

The exhibition provided an opportunity for exhibitors to show their strength in front of their competitors. Through well-trained booth staff, active pre-show and mid-show promotions, and attractive booth design, the competitiveness of exhibiting companies can be radiant. The Spring Festival exhibition provides one of the most efficient ways of marketing. It brings to the enterprise an unimaginable economic pull. Companies need to reach qualified customers and participate in the exhibition is the most effective way. According to the survey, the average cost of using the exhibition to reach customers is only 40% of the customer's cost in other ways. And after reaching qualified customers at the show, there is less follow-up work. According to the survey, the average number of intended customers on the trade fair only needs to call the other party with 1.8 calls to make a transaction. In contrast, the typical typical business sales method requires 7.8 calls to complete; at the same time, 54% of all orders placed by customers for exhibitors are not required to follow up.

According to the study, based on average visits from an exhibitor booth, only 12% received calls from the company’s sales staff within 12 months of the show; 88% were new potential customers, and the show was also an exhibitor. Bring high-level new customers. For exhibitors’ products and services, 49% of visitors at the show are planning to purchase those products and services.

Most exhibitions often attract the attention of many media. Using the media for promotion is a rare opportunity for exhibitors. During the exhibition, various media gathered, in a very short period of time, will make the exhibition information overwhelming, so that exhibitors in the shortest possible time to get the maximum publicity.

During the Spring Festival, the visitors of the exhibition will also use this opportunity to compare each exhibitor. Exhibitors can express their gratitude to customers in the following ways: warm hospitality, latest company product information, corporate gifts, one-on-one dinner, other special The service, etc., is invisible and gains the customer's favor.

With the trend of the transfer of world manufacturing centers to China, China is emerging as a manufacturing power with considerable strength and broad development prospects. The author believes that the arrangement of exhibitions during the Spring Festival reflects their own values, promotes exchanges between industries, and creates more contrast between enterprises and enterprises, stimulating the creation of enterprises. It is a high starting point and specialization. The development of China's manufacturing, which has been integrated into the international arena has played an indelible role.

8, combination marketing

During the Spring Festival, merchants are playing "combination marketing" or "bundling sales law", which is easily accepted by consumers. In the holiday gift market, the advantages of such multi-brand, multi-category gift boxes and gift packages can also enrich the connotation of the promotion, because one product in the series is attractive to consumers and can enhance the selling point of the entire event.

Product mix marketing, like various food combinations and gift boxes, sells product mixes of different types and functions. Taking the hardware industry as an example, according to the person in charge of Jianhua Hardware Market, recently, products that are highly favored by consumers are hardware tool gift boxes. Because most consumers are optimistic about packaged tools and gifts, in order to increase the sales volume, some stores have followed the example and introduced the food promotion law. In addition to the original family tools, the package also includes home kitchen hardware. , bathroom accessories and other products, changing the pattern of products, much loved by consumers.