Marketing strategy for Labor Day

Long time no see. In this episode of 5-minute topic marketing , we will talk to you about how to do topic marketing on May 1st Labor Day . We will proceed from three aspects.

The first is the topic copy, the second is the video plot, and the third is the product and brand experience.

VOL.1 5.1% off, 5.1 yuan, 51 yuan

In the topic copy of the May Day discount, we can say:

"5.1% off, which is more practical than pork belly." Labor Day is coming soon. Replenish your energy and enjoy the freedom of eating pork belly on Labor Day.

"Combine work clothes and wear the fruits of your labor", "5.1% off rescue is imminent" (eyebrow tattoo) , spring is about to pass quietly, take advantage of the May Day discount, take a picture of the fruits of your labor waiting quietly in the shopping cart, and reward yourself for your hard work.

"Discounts on top of discounts, 5.1% off on sunglasses", the weather is getting hot, order your favorite sunglasses immediately before going out for a walk.

If you are a business owner, you can also shoot a video, write, direct and sing the "Clap Hands Nursery Rhyme" by yourself.

You bid one, I bid one, it’s really cheap to buy together during the May Day holiday.

You bid two, I bid two, it’s super affordable to buy together on May 1st.

You bid three, I bid three, and we’ll bring home great value goods.

You clap four times, I clap four times, I swear it’s genuine.

You bid five, I bid five, if you miss the 5.1% discount, you can’t make it up. (Tencent Xiaoe Pinpin)

In the experience activities section, we can start a holiday marketing campaign during the May Day holiday where if you buy pork belly crispy pork, you can get a 5.1% discount and a free crispy pork worth 1 yuan. 51 yuan for Shijingli B&B experience, 51 yuan for Hongtang hotpot set meal for two. Or if you collect more than 30 likes in your circle of friends, you can get three free car washes at a 41% discount. During the May Day holiday, grab a new house at the airport and a deposit of 510 yuan can be equivalent to 15,000 yuan. In this way, the copywriting is closer to May Day, and the design of the experience activities and video plot can also be linked to May Day.

VOL.2 Tribute, Labor

It can be associated with emulation, example, and gratitude. We can deconstruct the above topic like this:

For example, "Five-Star System, One Step to the Stomach", you must eat well before you can continue with the next work. There are also "I appreciate your achievements and also pay tribute to the efforts behind them" or "They are all moving, so why distinguish between labor and sports! ”, some people in life only see other people’s lives but not their efforts.

Two years ago, Budweiser and Didi jointly produced a short film to pay tribute to Didi drivers. "Love's Designated Driver".

Labor Day is naturally a time to pay tribute to all the workers in front of and behind the scenes. "Sorry, we used millions of strokes to paint the Forbidden City, but we failed to paint the tens of millions of builders behind it."

During the May Day holiday, government agencies can set up reading halls and carry out a week-long recitation activity, select three outstanding persons, and give corresponding rewards. Sports companies can carry out sports marketing activities. For example, if you run for 30 minutes every day, you can go to the store to receive a pair of Li Ning's exclusive logo wristbands, gradually enhancing the interaction between customers and the brand.

VOL.3 Glory and Doing

Associated with it are honor, diligence, dedication, hard work, and achievement.

For example, "Keep moving forward for your dreams" can be associated with car brands.

"If you work hard and get motivated, even if you don't get any credit, it will still be "hard" work." These can be related to the coffee category.

"Don't bring shame to the working people" can be associated with facial mask brands.

"Diligence can make up for lack of talent, and beauty starts with makeup" can be closely integrated with beauty products.

"Enjoy a good life and make work easier", "Leave a light on for you who are working hard when you come home late" (lighting) . It is suitable for smart home companies to carry out some marketing experience activities.

In terms of product experience activities in scenic spot tourism, slogans can be written to encourage tourists to take away their garbage, and tourists can be rewarded with medals and other commemorative gifts.

During the Labor Day holiday, if some companies need to work overtime, they can encourage their employees to accumulate points and strive for a week of free lunch at the company. Restaurants and hotels can provide an interactive experience of cleaning up their own plates after cooking, and customers can receive a handmade red flower. Those who eat and clean up the most times can be named Labor Star and receive a small certificate. Owners of catering businesses can prepare lobsters during the May Day holiday and participate in the lobster-making experience in the kitchen. Customers are required to complete the activity within 30 minutes and can try it for free.

VOL.4 Crisis and Challenges

This can be associated with breaks, unemployment, bankruptcy, and new opportunities. From the perspective of topic copywriting, it can be "Auspicious all the way across the world" and can be combined with automobile brands. "Sweat can replace tears, tears are just tears" can be combined with entrepreneurial people.

And "Fully charged, welcome a new life" is an advertisement for Nubia mobile phone, and it is also suitable for other mobile phone brands. "If you don't stop working, I won't stop doing business", the transportation and tourism industries can be related.

This crisis is not limited to business bankruptcy, but also exists in unequal treatment between the genders. On May Day, the same labor may bring different rewards. In response to the phenomenon of unequal labor pay between men and women, Argentina launched the "Equality Bill" campaign - The Equality Bill.

In this topic, home furnishing companies can also invite potential furniture customers to participate in a one-day furniture maintenance experience, where they can get free furniture maintenance tips and a purchase voucher worth 199 yuan. The automobile category can invite car owners to participate in a 1-yuan exchange event for car accessories to win more favor from consumers.

During the May Day event, car owners who voluntarily give passers-by a ride can receive a 99 yuan gas card, only before 5 pm on May 1st.

On the occasion of Labor Day, BOSS Direct Hiring and Luwei Awakening jointly launched a limited edition chicken feet blind box, and launched two magical videos, "How to Distinguish Left and Right Chicken Feet" and "Chicken Catching Theory" and an online monster chicken catching activity to help workers seize opportunities in the chaos and busyness.

VOL.5 Holidays and Relaxation

Associate it with rest, fitness and food. The topic copy could be "The sweetness after busy work is the highlight moment for workers", which is an advertisement for herbal tea. "After enduring hardships in labor, you will find sweetness in life" can be made into a milk tea advertisement.

"You want to rest, but fat wants to grow", emphasizes the importance of losing weight during vacation. It can also be extended to "You are on vacation, but the virus is not". For the catering industry, it can be written as "People who get happiness through labor deserve to be rewarded generously" (steak) or "After suffering in labor, you will find sweetness in life" (milk tea) .

In the area of ​​events and interactive marketing, we can also develop travel guides for brand-specific customer groups. For example: During the May Day holiday, friends whose birthdays are in May can make a birthday cake for themselves on the spot by presenting their ID cards.

For example, what kind of wine do customers drink, and what is the travel strategy for the May Day holiday? Do customers of this furniture brand like to exercise at home? Can the nature of the restaurant help us understand what kind of food customers like to eat? Do you prefer to cook for yourself or order takeout?

Fruit merchants can hold a colorful fruit festival, offering on-site festival experience activities such as fancy fruits, health knowledge lectures, and fruit platter making. Consumers will reshape their roles accordingly, which will be more interesting.

VOL.6 Lie down, play badly, stay at home

The next topic angle: lying down and giving up.

Related to it are being Buddhist, being bad, and staying at home.

We can express the title of the copy like this, "Instead of being busy with all kinds of things, it is better to leave it to DingTalk." From the perspective of being willing to help consumers take on the responsibility, this kind of copy can also be used as a reference for other industries, for example: "Instead of sweating profusely, it is better to leave it to Sophie", "Instead of being tired of paperwork, it is better to leave it to the parade" (culture and tourism) , etc.

You can also quote Maugham's words, "What do you want to do? "I want to be idle" is suitable for cultural tourism, automobile and other brands. After all, "Not working on May 1st is the greatest respect for Labor Day."

The most popular term "moyu" also applies to this "moyu people, moyu soul, moyu people are the best" (canned fish)

Tanking is the opposite of involution, so we can also use this element in the copywriting. For example, "It's easy to dodge the obvious and hard to defend against the hidden" is the most suitable copywriting for chicken rolls or cake rolls.

During the May Day holiday, many people cannot go out because of the epidemic. Merchants can cater to consumers and launch a topic "How to spend the May Day holiday under the epidemic" to let everyone share their bad life at home. Those with the most popular content can get a large gift box of snacks delivered by the merchant.

[Different places for May Day sales], bring in-store merchandise and unlock different sales locations to get different discounts.

You can also take part in the [Sleeping God Challenge] during the May Day holiday and live-stream yourself sleeping. The one who sleeps the longest can receive a bonus from the store and a set of bedding.

VOL.7 Overtime, Promotion

Related to struggle, entrepreneurship, and salary increase. The text can be said like this:

"The overtime I work is more than the gas you fill up", which is clear at a glance and suitable for gas stations. There is also "Work hard (gàn) and enjoy yourself (gān) ", which uses the method of homophones to combine labor with wine culture. It can also be extended to "Don't work for now, keep working." We can also use puns to highlight the characteristics of our products, such as "Struggling for freshness, working non-stop during May Day" (Modern Dairy) .

We can call every worker who works overtime a model worker, and use it in copywriting as "Every model worker shines" (Sanxiong Aurora) . But "During the short holiday, we must work hard and save our lives." (Health Products)

Overtime work can also bring conflicts. If this appears in the video plot, the conflicts and quarrels between the post-00s and their bosses can be used to protect the legal rights and interests of workers to attract the public's attention. Keywords: compensatory leave, triple overtime pay. Finally, the staff said that only the new cake from Dim Sum Zhai could reconcile the two, which was indeed a creative idea.

The dragon-shaped box's "Holiday" uses the image of an animated brick-moving man and emotional lines to express the sadness of not being able to have a holiday on May Day. Keywords: Be useful to society, be the pillar of the country, and work hard!

Kuaishou's "Everyone Has Their Own Struggle", Huang Bo lent his voice to Kuaishou's May Day inspirational short film "Everyone Has Their Own Struggle". What are you fighting for today? If possible, no one wants to work overtime. Working overtime must be for something... for life, or for survival.

VOL.8 Hard work and fatigue

We can associate it with physical or mental fatigue, and the copy can be written like this, "Sweat is my magic water" or "The capable ones have to work harder, just for your little effort" (OnePlus mobile phone) , "Diligence is rewarded, laziness is not a crime. "I am the best at working smartly" (Xiaogou Electric Appliances) , "Technology makes labor easier" (Panasonic vacuum cleaners) are both from the perspective of reducing labor fatigue for consumers.

It can also be written from the perspective of family affection. Labor Day is naturally inseparable from the parents who have worked hard for many years. The copy can be "If mom is not tired, she will walk hundreds of kilometers of mountain roads" or "If dad is not tired, he will move hundreds of kilograms of fruit."

Whether it is family affection or love, it is mutual. Our feature film can be told from the perspective of both parties working hard but only reporting good news to each other and not bad news. Parents always say on the phone that they are living well, and their children also report good news but not bad news on the phone. In fact, they all work hard for each other and use their own hands to bring a better life to each other. This is a point of empathy.

You can also make an interactive H5 with the theme of experiencing parents’ fatigue, understand parents’ daily work and rest schedule, and encourage people to use their own labor to reduce parents’ fatigue.

Tencent Maps launched a sedentary challenge. In the video, participants left the event one after another due to frustration, anger and other factors after sitting for a long time... and the winner in the end only got 100 yuan, and this is the daily life of the drivers.

We can also rank the workers' hard work index in different industries, and their work dedication deserves a red flower.

Vatti has introduced the "He-She Sharing Housework Labor Contract" to advocate gender equality and sharing of housework to the whole society.

VOL.9 Passion and fighting spirit

The May Day holiday is actually a process of adjusting your mindset, and the word that can be associated with it is cheer up.

If the brand has a long history, we can think from the perspective of "time" and "value", which can both inspire people and show the quality of our brand. The copy can be written like this: "Don't waste holidays, cultivate time, and let value go further", or "Money is a day's wealth, labor is inexhaustible wealth" (Baidu Wallet) , or "Five elements in one breath, you will definitely have good luck" (lottery) , or "Others spend ten years to sharpen a sword, I will spend five years to sharpen a cake" (catering), even if you encounter setbacks, "Don't cry on the 5th, fight all the way, wipe away your tears and don't be afraid" ( tissue)

Empathy is also essential. If you think from the perspective of the general public, you can write “Take a break when you are tired, and try your best when you wake up” (Minsheng Credit Card) or “Invisible hard work is our effort to do better.” Or you can write from an encouraging perspective and use some homophones: "Thank you for your hard work, workers!" Relax and have some beer! 》 (Tsingtao Beer) , who says hard work does not necessarily lead to rewards? "Is there no pie falling from the sky on May Day? I'll give it to you! To every one of you who works hard! 》. On the same topic, KFC does this: "From busy day (Monday) to lazy day, you can't have five days of idle days (dei) " (KFC May Day meal)

Minsheng Credit Card uses the "sleeping posture" of the working people as the starting point and launches the short film "Ordinary but Great", which rekindles the fighting spirit of the workers by recording short films of popular portraits.

Tomato Channel's "Alibi" is dedicated to the day when the 8-hour work day was born.

The topic of the activity can be #Labor Day Alternative Check-in# The labor here is not the work in the traditional sense, but the completion of one's own small goals, such as painting, calligraphy and other interest skills. On Labor Day, "labor" can be paused, but "brainwork" cannot stop.

You can also make a labor transmission app, where you randomly shake to do a small labor (for example, watering flowers), etc., take a photo to record it, and randomly pass it to the next person who likes it in the circle of friends, so as to cause widespread dissemination.

#SpecialWorkers#Tell the story of being a special worker, or the story of special workers around you. On special days, you should stop and listen to their special stories and rekindle your fighting spirit from them.

You can also use the new UGC platform to hold a #Labor Day Passionate and Inspirational Remix Competition# to encourage all the scissor-makers to use various materials from movies, TV dramas or commercials to remix a passionate labor video. The video with the highest number of views and reposts can receive rewards from the merchant.