Design of operation plan for Children's Day event!

There is only half a month left until Children's Day. Although Children's Day is not a major marketing event every year, for the maternal and infant industry, Children's Day is no less important than Tmall Double 11 and JD 618.

As a result, Children's Day has also become an e-commerce festival for shopping, especially since parents nowadays spoil their children. As long as their children like something, or they like something and think it is suitable for their children, they will start shopping.

Therefore, in view of the current changes in parenting concepts and group preferences, we should also make appropriate adjustments to the design of festival activities. To make it easier for everyone to understand, I will still explain it to you from the level and sequence of activity purpose → operation method → ​​copywriting planning → design execution.

1. What is the ultimate purpose of our Children's Day activities?

Since this is a marketing activity, we have only two goals:

1. Brand marketing. Brand marketing is easy to understand. It is to better enhance your brand influence through festival activities. ;
2. Product marketing. Selling goods or selling better goods is the highest goal of our activities. Other goals are just accessories to this demand.

Since this is our goal, different merchants have different goals in participating in the Children's Day activities. For example, some sell products related to children's products, while others have nothing to do with selling children's products and just want to take advantage of the popularity.

But we must be clear about the purpose of our activities, such as whether it is to expose the brand and increase its popularity, or just to sell goods? Or is it a step-by-step approach, preheating exposure first and then considering selling products? Because the purpose is different, the way of playing is also different.

For example, Pechoin’s earliest long-picture screen-filling activity. Although many people said that the activity had a low conversion rate, they were not trying to sell products, otherwise they would not have linked the long picture to the long picture.

The marketing department of a big brand wouldn’t make such a low-level mistake by not even including the purchase link. Therefore, this activity itself is an activity for brand marketing, with a brand exposure marketing effect of tens of millions, it should be said that the activity was done very well.

So for these different situations, the operation methods will definitely be different, so what are the operation methods for Children's Day?

2. Three common types of operations for Children's Day

1. Operation of various voting activities

If you want to sell products on Children's Day, you must do a good job of dividing the categories. For example, you can divide them into two major categories: directly related to children's products and not directly related to them.

①Related categories: children's toys/clothing, shoes, bags/children's books/stationery/snacks and beverages/milk powder and diapers, etc.;

② Non-directly related categories: adult clothing and bags/adult products, etc.

From this point of view, it is mainly about the same category, but different design needs are made based on different age groups.

For example:

For example, if I am an e-commerce trading platform for mothers and babies, and I want to hold an event on Children's Day, the message we need to convey to users is: "I am an e-commerce trading platform, and you can buy a lot of children's products from me." The entire event must highlight this message. Therefore, some voting activities can be used to attract users to upload photos of parents and children and receive prizes.

So for maternal and infant e-commerce platforms, the customer base is all kinds of parents, so what kind of children's products are users most concerned about? Toys are the first choice. Don’t consider clothes, reading books, snacks, etc. Clothes are more restrictive. Boys and girls have different heights, which will cause the sizes of clothes to not match. Therefore, parents will not consider this. As for reading books and snacks, they are low-cost and parents don’t need to get them by participating in such activities.

In addition, how to improve the sales conversion of the platform? This requires the introduction of a platform-wide coupon function, so that everyone who participates in the event can obtain a platform-wide coupon. The coupon can be used without limit on the amount or type, and is valid for one week. This will improve the platform's customer acquisition and subsequent sales conversion.

For specific gameplay routines, you can refer to the H5 produced by the Mamagou platform on the Renrenxiu platform. The theme is a voting activity initiated on Children's Day. The whole activity attracted nearly a thousand people to participate, with a cumulative PV of over 600,000. The prizes of the activity include safety seats, children's electric cars and other prizes. In addition, there are gift cards for participation. The purpose of the activity is to attract users to understand and recognize the Mamagou shopping platform through this voting activity, and indirectly realize some sales conversions. You can see this H5 for specific activity ideas.

1. Cross-border marketing strategy

Today's brands all follow the marketing model. Under the premise of the same brand, function and quality, whoever can come up with something new and unique can bring huge brand awareness, and brand awareness will bring huge traffic.

The simplest example is Durex. Durex has always been on the dirty route, but it has grasped the scale very well. It has increased its own brand awareness, promoted the characteristics of its own products, and also driven the overall sales of its products.

So for some brands, the fastest way to increase their popularity is to engage in cross-border cooperation.

Let’s use another example : not long ago, a toothpaste suddenly went viral on WeChat Moments. Many people might be curious about what’s so great about the toothpaste. But this toothpaste is not ordinary. It is the "hot pot toothpaste" launched by Lengshenling x Xiaolongkan.

This hot pot flavored toothpaste has three different levels of spiciness: standard moderately spicy, Sichuan and Chongqing slightly spicy, and rumored to be extremely spicy. Just imagine that in the future, what may wake you up in the morning may not be the alarm clock, but a mouthful of hot pot flavor.

This is actually a standard cross-border marketing cooperation, because this toothpaste is not Lengshenling's main product. It is said that only 200 tubes were produced in total. It was sold out in 11 seconds after it was launched online yesterday, and it will not be launched again in the future.

The cost of 200 tubes of toothpaste is only a few thousand yuan, but it has triggered the entire social media discussion on this matter. The sales volume of Lengshenling's toothpaste and the recent clicks and sales volume of the website store have increased significantly. Even though it has been sold out, the matter continues to spread and ferment, because many people are curious about what it is like to brush your teeth with this hot pot toothpaste?

1. Product Package Marketing

Many people sometimes limit themselves to a certain category or certain products of their own when organizing activities. This is similar to cross-border marketing, and it is also a combination of multiple maternal and infant products to carry out activities together. In fact, it is to launch holiday combination package products, preferably related to children. If it is a maternal and infant product itself, promotion is easier. Whether it is fast-moving consumer goods or travel and vacation, it can be related to children.

Other products can focus on nostalgia, or combine with Children's Day through pricing. It would be better if some childish gifts or promotional posters were added. If you have multiple maternal and infant products, you can combine multiple products for promotion. If you do not have maternal and infant products, you can combine related maternal and infant products for package marketing, and the price can be 61 or 16.16.1 yuan.

In addition to normal sales on e-commerce platforms, it is also possible to combine some WeChat ecological marketing methods, such as group buying and bargaining, etc. Users can quickly spread the topic of platform activities through these marketing platform activities.

For example, you can combine images of cute babies and other content that is most easily spread on Children's Day, create original cartoon images, pair them with products, and add interesting copywriting to carry out marketing activities on platforms such as public accounts and Weibo. To achieve the goals of customer acquisition and sales.

3. How to select the copy for Children’s Day?

Children's Day copywriting suggestions start from the following points:

Combined with children's characteristics: cute, lovely, joyful, happy, smiling, safe, public welfare, etc.;

Cut into the nostalgic features: focus on the childhood toys, food, children's games, conversations and other scenes of the 70s and 80s, with nostalgic themes, which can be presented in hand-painted form;

Digging out product highlights: Related to Children's Day, posters that can be combined with products will be more valuable, and leveraging momentum is not just a simple blessing;

4. How to select the design of the Children’s Day event page?

Many people have a misunderstanding when making Children's Day activity pages. That is, they want to design a page that children are willing to see, so the design keywords of the entire page are cute, adorable, pink, hand-painted, childlike and other keywords.

But my dear friends, the people who make the final payment decision are not the children, but the adults, especially many decision makers are mothers! So even if your activity product is really intended for children under 14 years old, don't design it in a cartoon baby style.

Because children do not have the right to make purchasing decisions, it is adults who really hold the economic power. Therefore, your designs should not be childish or cute. Instead, they should be designed in a style that can impress these adults rather than teenagers or babies.

So how should this style be controlled? The most common styles are as follows:

1. Lively promotional type. This design style is mainly festive and lively, and is suitable for Children's Day event pages that focus on low-price promotions. It is particularly important to highlight the theme of the page so that users can see it at a glance.
2. Nostalgic memories type. This is a form that impresses adults and those who recall the good old days of their childhood with heartfelt story copywriting. It is suitable for platforms that sell childhood children's products.
3. Simple drawing + real person. In addition to the sense of reality, it also has a cute style, which is suitable for impressing those cute young parents, and the main target group is mothers.

As for the various operational activities for Children's Day, to some extent, they also capture the "childishness" in the hearts of users. Be it joking or joining in the fun, after all, everyone has a lot to do in life and work nowadays. On Children's Day, those with children will go crazy with their children, and those without children will act cute...

Present the right content to users at the right time. If you grasp this point, you will achieve good results in the end whether you are doing brand marketing or product marketing.

Related recommendations:

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2. How to write an activity operation plan? Three levels: methods, ideas and plans!

3. What does a complete set of event operation planning ideas look like?

4. Product Operation | How to combine hot spots to make operation plans?

5. Operation and promotion: How should a novice write an operation plan?

Author: Renrenxiu

Source: Renrenxiu