Source | activity box – APP operating tools (huodonghezi.com)
Farewell Mid-Autumn Festival, welcome the National Day. Two major festival hot spots before and after the sandwiching, I believe that many operators in the face of the continuity of the festival hot spots, the thinking of hot spots are almost exhausted, just want to sing a cool song for themselves. But don’t panic in front of hot spots. Before the holiday season officially arrives, The box fungus has come up with an exclusive marketing plan for you! Go for the heart or go for the kidney, there is always one for you. You’re welcome!
First, emotional marketing
Emotional marketing starts from the user’s heart to explore their characteristics and real needs. In the era of “emotional consumption”, users pay more attention to their feelings and values. In this case, it is easy to attract the user’s attention and touch the user’s heart by displaying ordinary but real and tender advertisements. Emotional claims need plot, and plot comes from life in order to resonate.
Red Star Erguotou: No wine, no story
8 days holiday, presumably most of the people out of the home to reunite, but there are always some work, life pressure and can not go home. Red star erguotou will target north drifter youth, launched a new poster “no wine, tell a bad story”. This kind of wandering loneliness may be unspeakable, but those who understand can certainly understand.
2. Jiang Xiaobai
Looking forward to the stars, looking forward to the moon, finally ushered in the National Day holiday. However, for an adult, it doesn’t mean completely relaxing and returning to oneself. They also have to face a lot of helplessness, such as being forced to travel, working overtime, dating… Are any of these scenarios similar to yours?
In this group of copywriting, Jiang Xiaobai first listed all kinds of helpless young people in the holiday, and then gave full play to the advantages of copywriting, give young people all kinds of self-release suggestions, the remedy to the case.
Successful emotional marketing may consist of a myriad of factors, but loyalty to the heart of the user is constant.
Second, content marketing
Take advantage of the battlefield of content marketing in the festival filled with smoke, the major brands in content planning unrestrained, frequent patterns, derived a series of creative posters and copywriting. Who has the most compelling idea, which leads to a deluged screen, which means who gets the best exposure and interaction.
1, check food
The combination of clothing characteristics of the people of all ethnic groups and all kinds of food has not only brought into the product, but also not to the public. National Day posters are more creative.
2, taste all super live bacteria
It is said that 90% of foodies decide where to travel during their long holidays according to this picture, so Weiquan’s poster is really thoughtful, fully capturing the travel mentality of foodies, it is not where to play that matters, but what to eat!
3, PPmoney Wanhui
Happy holidays, careless money, such a life, also too beautiful!
Third, video marketing
Video with its interesting and easy to spread characteristics become the most popular marketing method. In the fast-emerging social networking environment, video has become the most effective way for brands to target young audiences. As of 2017, 69% of all Internet traffic came from video. High flow ratio shows that video marketing has become a new brand marketing draught, but also a required course around the brand.
The most embarrassing thing about traveling abroad is…
National Day holiday, many people will choose to travel abroad, but they have encountered these embarrassing things in foreign countries: do foreigners understand your foreign language? Are you good at “I’m guessing”? You know, when you meet a language barrier in a foreign country and no one understands it for a long time, it can be extremely embarrassing.
Tencent Translator took aim at this language pain point ahead of the National Day holiday by releasing the video, which features humorous scenes and emphasizes the product’s real-time voice translation function.
Video link:
https://v.qq.com/x/page/u0554ryiy5w.html/
Meituan travel: Boss, eleven don’t look for me
“Boss 11 Don’t Look for Me”, based on the song title alone, pokes at the deep heart of overtime dog most want to say to the boss. On the basis of imitating rainbow chorus, this video is decorated with hip-hop elements creatively. The fast-paced rap will push the audience’s emotions to a climax, and also naturally convey the brand appeal of “super cheap”.
Video link:
http://v.qq.com/x/page/a0555tj4dty.html
Fourth, interactive marketing
Since the rise of social media, interactive marketing has become a new trend of brand activities. Almost every brand has to learn to interact with users. In the process of interaction, users’ emotions can be mobilized, and the rendering power of emotions can trigger users’ memory of the brand. Therefore, interactive marketing has become an excellent way of marketing, the types of interactive marketing are H5, bullet screen, cross-screen and so on, this paper will focus on the current popular H5 interactive mode.
1. Kaola.com: I deleted my moments
During the National Day holiday, we could not help but take some photos and post them on wechat moments, but unexpectedly, we are faced with the dilemma of “turning holiday into purchasing agent”. Netease koala purchase this pain points for the user, will be on holiday act as purchasing agency made a H5 spread, through WeChat chat, will deduce out all sorts of wonderful work to act as purchasing agency scene, resonate with users, must be forwarded a wave to express their “11 don’t act as purchasing agency” position, therefore, that the H5 and implementation during the eleven maxed friends circle effect.
In addition, a group of attitude posters were also made to express users’ aspirations in the form of bullet screen ridicule.
2, Haier air conditioning: test you are what kind of patriotic style?
Want to know how deep your love for the motherland mother, dare to test what kind of patriotic fan you are? The questions are realistic, the answers are humorous, and there are different test results, which increase the interest. Finally, you can choose to participate in the prize event or come again. Enter information on the campaign page, upload photos, and have a chance to win prizes.
Five, cross-border marketing
The so-called cross-border marketing refers to two seemingly unrelated brands that, according to their own characteristics and advantages, fit and penetrate each other and complement each other to make the advertisement more interesting and eye-catching. A good crossover, not only can share the traffic of two brands, but also can improve the brand image at the same time, to bring new experience to users.
KFC X Baidu map
On the eve of the National Day holiday, KFC announced a partnership with Baidu Map to launch a new O2O travel model based on the powerful positioning function of baidu Map. From Sept 28, KFC will connect its 4,800 offline stores across China to Baidu Map platform to create panoramic “VIRTUAL KFC restaurants”. At the same time, KFC also stocked more than 1 million Portuguese egg tarts in more than 4,800 restaurants, looking forward to sweet “encounter” with consumers within 3 kilometers around the restaurant.
It is understood that the information push based on geographical location for the activity brought nearly 80% of the traffic, KFC virtual store page views also increased 3 times than before the activity.
Reward marketing
Reward marketing allows users to take the initiative to obtain information through the way of reward, which has more advantages in communication. Although the idea is attractive, the benefits are the fundamental motivation. It’s nice to have a fringe benefit on the occasion of the celebration, but it’s still up to the event budget. After all, you can’t be capricious with your spending.
1. Ofo: “When the car moves, money will be sent”
“Every time you move your bike, you will get money”. From 1st to 8th, you will get a red envelope of cash to every user who uses the Ofo APP to unlock the bike and ride it for 200 meters or 3 minutes.
For activity-based tools, on the one hand, they can attract users to use their products and consume, and on the other hand, they can improve the platform’s activity and user retention.
2. Amap: “Eat, Drink, and Be Merry monopoly”
The small holiday is coming, most people must be eating, drinking and playing throughout the National Day. In the early morning of September 28, Autonavi launched a “Eat, Drink, and play Monopoly” event. You can play real LBS games and win cash gifts for free while relaxing. How could you not pick up such a bargain?
In the process of the game, it will recommend high-quality POI around based on users’ real positioning, and win cash coupons or G coins and lucky draw opportunities of cooperative merchants through interesting interactive time-limited games.
To put it simply, The monopoly game launched by Amap is more personalized and intelligent, thanks to the support of Amap’s big data capabilities, allowing users to play the game in different locations to obtain different welfare prizes.
While traveling while playing games can also make money at the same time, the “Map monopoly” campaign launched by Autonavi during the “National Day”, can be described as sincere. Data show that during the “National Day” of 2017, The number of map navigation planning services of Autonavi totaled nearly 2 billion times, and the total driving navigation mileage exceeded 3 billion kilometers. Compared with the “National Day” of 2016, the number of users increased by more than 100%.
3. Duck neck
National Day out into slag, as at home call a duck. A coupon of 30 yuan. Well, I’ll order a takeaway first. After all, watching TV dramas is more suitable for snacks.
Reverse marketing
Reverse marketing is a way of thinking that breaks out of the fixed mode of thinking and breaks through the normal state. Its main feature is to arouse the resonance of consumers in the way of “negative energy and anti-chicken soup”. The full negative energy seems to be negative, but it just hits the pain point of the current young people. In the face of huge social pressure, they are more willing to self-ridicule, and more willing to accept such anti-chicken soup expression, inverse thinking products.
1. Durex
“It is better to be stuck in bed than in traffic” and “it is better to be stuck in bed than in crowds”. The common characteristics of these two posters are: dapper, without adding any color in the dirt, and well versed in the characteristics of their own products. Eat melon people box bacteria can not help but applaud, Du Du is worthy of marketing industry’s number one player!
2. Xiaomi
Holiday why must go out? Is it a bad movie or a bad phone? Xiaomi shows you the right way to enjoy the perfect vacation. Yes, sleeping in and staying in is the ultimate National Day game.
Du Du and Xiaomi have chosen to make the National Day seven days into the form of almanac, seven days of release, so easy for users to have a sense of expectations for the content after, but the premise is copywriting.
3, the pomelo
It is said that this is the ninth level of National Day “human tragedy.” Kay Mimi asked, xiaobian single dog, holiday home squat, no accident also fat a few catties, this……. Ten can’t go any further, can it?
Eight, epilogue
The above is to share some common marketing tactics available when taking advantage of the situation. After understanding these routines, you won’t be flustered when facing hot spots. In addition, almanac, H5, anti-chicken soup text and other forms are good presentation form, user experience is also great, can be considered.
Finally, I wish you a happy National Day holiday!
Source: http://www.huodonghezi.com/news-1998.html