How to conduct marketing in the Spring Festival gift-giving market? Share 6 cases!

The Spring Festival is coming soon. In fact, the Spring Festival marketing of major brands is coming to an end, especially the two markets of New Year's goods and gift giving. Some people may think that these two are one market, but in fact this is wrong, because New Year’s goods are bought for yourself, while gifts are bought for others. Chinese people, in particular, tend to give others better things. Uncle will do an inventory today and talk specifically about the marketing war in the Spring Festival gift market. Of course, there are good and bad sides.

Melatonin

"I won't accept any gifts this year, the only gift I will accept is Melatonin." This slogan of Melatonin has been broadcast for 19 years from 1999 to 2018. It is deeply rooted in the hearts of the people. The plot animation of the two cartoon old men and women has a different theme every year, which has become a topic of discussion among everyone.

In 2018, Melatonin not only dominated the news with its “blockchain” concept, but also launched a new advertisement as scheduled. Recently, after watching the new version of the advertisement, an enthusiastic netizen said, "The waists of the old man and the old woman are getting thinner and thinner. It seems that the ballet and parkour training in the past few years have not been in vain. Exercise + sleep and gastrointestinal regulation, I will also work hard to lose weight."

I won’t comment on this anymore. I suggest you take a close look at the dialogues in the video. They are lines that have stood the test of time and money, and they touch people’s hearts directly. They are very brainwashing and have sales potential. These are all consumer insights. Melatonin is worthy of being the number one brand in the Spring Festival gift market!

Pepsi

Like Melatonin, Pepsi also produces a micro- film every year, which is then edited into a New Year advertisement. Pepsi once shined in the Year of the Monkey with Liu Xiao Ling Tong. This year, Pepsi continued to focus on the warm-hearted route, but this time it actually shot a micro-film. Deng Chao and Wang Jiaer competed in acting skills as father and son, which was very real and touching. Over the past six years, "Bring the Joy Home" has gradually become Pepsi's Spring Festival marketing tradition and Pepsi's ace marketing IP.

But I personally feel that although Pepsi has mobilized a lot of celebrity resources and persisted for 6 years, except for the Year of the Monkey, the other years, including this year, lack of explosive points and consumer insights. There is nothing to be done about it, after all, it is selling sugar water.

Huamei Food

Everyone is familiar with Huamei mooncakes. In fact, Huamei also has other delicious foods. In 2018, Huamei launched a set of gift boxes for the Spring Festival. This time, Huamei did not spend too much money on advertising, but instead focused on the user group of "moms" and used new media to promote its products . Uncle believes that this may be a Spring Festival marketing strategy that many small and medium-sized brands should learn from: lock in a specific circle and then carry out targeted marketing.

Huamei Food has targeted mothers for this year’s Spring Festival marketing! Why choose this circle? Because mothers are the ones who care most about and have the authority to decide what gifts to give to relatives and friends during the Spring Festival, this consumption insight is very interesting.

In terms of circle promotion methods, Huamei adopted a combination of vertical media + social group diffusion + Weibo Blue V + WeChat local grassroots accounts to continuously reach the mother group. In vertical media, Huamei chose Babytree . In terms of content topics, in addition to emphasizing "Spring Festival gift giving", Huamei also specifically emphasized the "mother-in-law and daughter-in-law relationship", which is highly consistent with the focus on the mother group.

In addition to targeting mothers, Huamei's user insights have gone a step further, raising the topic from Spring Festival gift-giving to the most social topic of "mother-in-law and daughter-in-law relationship." This should also be the most discussed topic among mothers, which can help the brand quickly achieve fission in the circle of mothers. In fact, in the past two years, everyone has been studying and discussing how to create good content and use content to push product sales. Huamei’s marketing this time chose a different approach in content strategy and started with negative topics. Although there are certain risks, judging from the actual results, it has received a lot of resonance.

Circle marketing and cross-circle marketing are what I have repeatedly emphasized in my recent 18 methodologies that have been trending on the Internet. This is a new trend in the past year or so, and it has been rising very fast, especially in social media . I have analyzed before that even if your WeChat friends reach 5,000,000, there are actually only 5 types of friends, and WeChat has 900 million daily logged-in users. How to detonate your product in WeChat Moments or achieve precise reach is something that all brands need to study.

Southern Black Sesame Paste

The brand of Southern Black Sesame was upgraded last year, and the new brand positioning is "Care for your parents, I choose nourishment." Chinese families tend to have a parent-child relationship where the parents give. For example, forced marriage is a typical example. Things that the children should take care of themselves are left to their parents, and the generation gap between the two generations is getting bigger and bigger. Southern Black Sesame created a theme called "Understanding the Three Character Classic of Parents" and jointly released a white paper on "Inharmonious Parent-Child Relationship" with Taobao to efficiently transform consumers' pain points.

The uncle believes that there is nothing wrong with focusing on parent-child relationships, including Pepsi Cola, which is also focusing on this this year. However, "Your parents don't understand you" and "You respect your parents" are actually two different topics. In particular, black sesame paste has higher nutritional value for parents than cola, so it is a pity that southern black sesame paste should focus on the function point of family affection.

Jiaduobao

Jiaduobao is a frequent visitor to Spring Festival marketing, but of course for well-known reasons, it has been somewhat low-key in the past few years. This year, Jiaduobao will continue to be the exclusive title sponsor of the "2018 Liaoning Satellite TV Spring Festival Gala".

The uncle believes that among the Spring Festival Galas of several major local satellite TV stations, Liaoning Satellite TV does have the highest attention because it has many skits. And a strong signal from this year's CCTV Spring Festival Gala is the return of Zhao Benshan. So will he follow the same routine as in the past and train on the stage of the Liaoning Spring Festival Gala before appearing on the CCTV Spring Festival Gala? Now, this possibility cannot be ruled out. Being afraid of getting a sore throat is a summer thing. Now drinking Jiaduobao means having a happy New Year, and watching skits is a kind of scene.

The traditional way of spending money has encountered a bottleneck. Jiaduobao has drastically cut its advertising costs, but it has to make a presence in the Spring Festival gift-giving market. We will have to wait and see whether it can use Zhao Benshan as a card. However, I personally do not agree with this traditional way of sponsoring the Spring Festival Gala.

Nongfu Spring

You definitely can’t give water as a gift during the Spring Festival, but why did I mention the case of Nongfu Spring? Mainly, I want to talk about its marketing method: giving gifts through raffles to bring good luck , which is simple, crude and practical. In this way, Nongfu Spring plans to sell 400 million bottles of water during the Spring Festival. I won’t elaborate on what this means.

In early January, Nongfu Spring natural water launched the "Good Water Brings Wealth, Golden Dog New Year" promotional package. Participants could participate in the lucky draw by scanning the QR code on the bottle. The first prize was 240,000 sets of Nongfu Spring glass bottle natural mineral water Golden Dog New Year commemorative gift boxes; the second prize was 20 million cash red envelopes worth 1 yuan; the third prize was a coupon for home delivery of water, a Baidu Takeout red envelope, and a Tongcheng Travel discount coupon.

In summary, for Spring Festival gift-giving brands, they want to make a big event every year, but often there is word-of-mouth but no conversion, or even self-entertainment. Uncle gives some immature suggestions:

1. Simple and crude may not be a bad thing, but being too simple or too crude is definitely not good, and there is no need to be too complicated. Pepsi is too complicated, Southern black sesame paste is too simple, and neither is good. We should learn from the brutality of Nongfu Spring and Melatonin.
2. Clarify the consumer insight of "gift giving" . The gifts given by users must make the other party feel respected and cared for. Reverse reasoning of this insight is the brand promotion strategy or even copywriting . Learn this from Melatonin, every word of it is heart-touching.
3. Circle marketing may release great energy. Uncle has been analyzing screen swiping recently. In fact, the circle marketing or even cross-circle marketing achieved through screen swiping is not only accurate, but also likely to bring about a fission effect, achieving small gains with big risks. You can learn from Huamei Food in this regard.

The author of this article is @万能大叔 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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