How to do marketing on Women’s Day? Here are 4 tips for you!

Today is International Women's Day... NO, you are a country bumpkin, do you have the Internet spirit? Now it’s called Goddess Day/Queen’s Day, okay?

Women have always been the main force in China's consumer market, buying, shopping and shopping without hesitation! To win women is to win the market. So the question is, how to do marketing on Women’s Day ? Based on this, Mei Xiaohua has compiled some fancy ways to pick up girls for you, take them, no thanks!

Trick 1: Buy the path to the queen (goddess)! purchase! purchase!

I believe everyone has discovered such an interesting phenomenon. In the past two years, everyone has avoided talking about words such as "women" and "March 8th". Instead, they have replaced them with words full of praise such as "goddess" and "queen". Of course, modern women are averse to the word "women", and the social environment respects them. However, beyond this, it also reflects the strength of female consumption power and the rise of women's status in the workplace.

As early as 2015, Tmall took the lead and created the marketing concept of "Queen's Day", replacing "women" with "queen" and making an e-commerce promotion a matter of course. This is a festival for "queens" and "queens" must buy to the end. In view of its early success, Taobao has continued to use the "Queen" concept, and last year updated the definition of "beautiful" on this basis, launching the slogan "Live out your beauty".

The way to be "beautiful" is of course to let queens "buy, buy, buy", according to the new trend of female consumption released by Tmall in 2018. More and more women use color codes to express their daily moods; more and more women enjoy the fun of challenges; more and more women fall in love with both inner and outer beauty. In short, bow to "girl power" (female consumption power)!

Women’s Consumption in 2018

On the other hand, e-commerce giant JD.com has launched the "Beauty Butterfly Festival", a big spring promotion during the Women's Day period for several consecutive years. The slogan is to allow more women to "transform from cocoons into butterflies". However, the advancement path of these "goddesses" is still supported by "consumption power". In addition to online promotional interactions, JD.com also launched the "Butterfly Transformation Ceremony" offline, inviting many celebrities to attend to attract attention.

At the 2018 Butterfly Transformation Ceremony, Nandu -JD Consumer Research Institute also released the "2017-2018 Beauty Consumption Trend Report" and the "2017-2018 Fashion Consumption Trend Report". The report points out that high-end consumption is becoming younger, female users have higher requirements for quality, and the beauty consumption concepts of people in various regions are converging.

Routine 2: Every queen has a "girly heart"

All women potentially have a girlish heart, even the "queens" are no exception. Although there is no exact definition of a girl's heart at present, the public generally perceives it as an "innocent heart of eighteen years old". No matter whether you are thirty or forty years old, as long as you maintain beautiful fantasies and love for everything, women can always live at the age of eighteen. Therefore, the routine plots such as "Cinderella meets the tall, rich and handsome man" in Korean dramas have always been successful, and even "mom fans" have to fall for the young handsome guys.

So when it comes to women's grand festival, how can brands be willing to let go of the restless hearts of girls? Judging from the posters of major brands, many brands have adopted pink colors and fonts.

During the International Women’s Day last year, online flagship stores represented by Weilong instantly changed into “pink” suits. Didn’t it make girly girls feel excited?

In addition, launching some "girly" gift boxes is also a good choice, and I believe it will attract many female friends to place orders.

Routine 3: Please women, care for women, and pamper women

Faced with a female group with explosive "spending power", the only option left for brands is to bow to the "female power", please women, pamper women, and care for women. Perhaps the queens will lower their heads and "visit" your brand.

Since 2016, the hair care brand Diao Pai has launched a "flattering" offensive against female friends. A group of posters explaining #Diao Pai's new home concept# instantly won the hearts of many women. "If you want your wife to have fewer wrinkles, do more housework and argue less", "My wife likes to hear nice words, and she likes to hear 'swipe my card' even more"... Every sentence of the copy hits the "heart" of female friends.

Continuing its efforts, last year Diao Pai continued to build on its concept of #Diao Pai's new home view# and created a series of jokes about "pleasing the old girlfriend", "pleasing the wife", "pleasing the mother", "pleasing the mother-in-law", and "pleasing the daughter".

In addition, Diao Pai has also launched a "pollution removal" cartoon character "Brother Diao", who is specifically responsible for communicating with women. In line with the slogan "Bacteria are not scary, what is scary is not being able to pamper your wife", "Brother Diao" transformed himself into a flower-guarding messenger and demonstrated the correct way to "care" for women.

Another company that claims to "care for women" is the veteran Durex . Durex, which has never lacked money to take advantage of major festivals, launched an advertisement caring for women during the International Women's Day last year. It used the pain problems faced by women to tell people that what women want is love, not pain, especially during sex.

In addition, there is no shortage of various posters on social media that "flatter women". In short, on Women's Day, you will have no doubt that women are the "queens".

(ppmoney borrows the poster)

Routine 4: Political correctness, like for "new era women"

With the improvement of women's status, advocating "independence, self-confidence, freedom, and individuality" has become a correct "value". The most typical example is the famous women's brand Dove, whose advertisements in the past decade have been centered around the value proposition of "You are beautiful by nature."

In order to promote positive energy in the new era, it is a wise choice for brands to invite popular female representatives to endorse them. There is no wasted journey in life, every step counts. New Balance, which swept the circle of friends with the song "Every Step Counts", invited China's top Internet celebrity Papi Jiang to launch a female advertisement #No need to run for the dawn, just in time for the upcoming Queen's Day last year. # As a representative of successful women, Papi Jiang is a hot topic in her own right. In the advertisement, Papi Jiang not only took off her "funny and talkative" shell, but also expressed her mental journey before becoming famous.

Another brand that uses the same tactic is Black Toothpaste. For example, last year on Women's Day, Black Toothpaste teamed up with the "domineering queen" Xin to launch a "super self-deprecating" advertisement. In the commercial, Jiang Xin turned into a breath of fresh air in the performing arts circle. She directed and starred in the commercial "One Hundred Blacks", in which she made fun of herself, the director, the clients and the brand. Her glamorous and natural image can be said to cater to the "taste" of netizens.

Advocating to tear off labels for women is also a manifestation of political correctness. For example, this set of posters by Jiang Xiaobai that took advantage of the situation is still very popular.

Do you get the above four tricks? Finally, the editor solemnly adds that as a representative of "face lovers", women's minimum requirement for brands is to "look good". The design must be good-looking, the packaging must be good-looking, the spokesperson must be good-looking, and the advertisements shared on WeChat Moments must also be good-looking. In short, "appearance is justice"!

Finally, I wish all the marketers a happy March 8th! I hope this article can help you!

This article was compiled and published by @梅花网(Qinggua Media) when reprinted. Please indicate the author information and source!

Product promotion services: APP promotion services, advertising platform, Longyou Games