3 classic ways to use posters to promote the Qixi Festival

Chinese Valentine's Day is coming soon, and the air seems to be filled with the sweet scent of love. But in the eyes of operators, Qixi Festival is just another promotional opportunity. Holiday posters have always been a hot topic among businesses, so what makes an excellent holiday poster? The author of this article has analyzed this and shared it with you.

Holiday hot spot posters have always been a battleground for businesses. They are a good opportunity to shape the brand, highlight the tone, sell products, and give back to fans. They are also the best interpretation of the company's aesthetics, culture, concepts, and status.

If the poster is not well made, the company will lose face, the brand will be damaged, customers will be lost, and potential employees will consider whether to join the company.

So what makes an excellent festival poster?

Is there any simple and clear method that can allow a novice to plan a good poster?

On the occasion of Chinese Valentine's Day, Tarrant will sort it out for you. If you gain something, don’t forget to like it.

1. What is an excellent festival poster?

Every company and every product is different; the characteristics of every festival and the trends of every year are also different. But no matter how things change, an excellent poster must have at least one of the following three capabilities:

1. Can attract and impress fans
2. Can convey and shape brand value proposition and aesthetic tone
3. Good for customer acquisition and sales

I won’t elaborate on this part. You will understand it after reading the rest.

2. 3 ways to use festival posters

Let’s figure out what an excellent poster is and work backwards to see the following three strategies:

1. Stick to the corporate value proposition

Connecting corporate vision, values, value proposition, and corporate culture with festivals, and through the connection between the "inner concept" and "external words" of the company and the festival, can present a sense of corporate exclusivity and effectively enhance the corporate brand image.

An enterprise’s core values ​​will always be the stabilizer of the brand, the source of creativity, and the foundation of its tone. Moreover, whether internally or externally, you won’t make a big mistake if you grasp this point.

Why do fox friends say "the kind that gets a marriage certificate"? Because serious friendship is their value proposition (whether they achieve it or not). This will be analyzed in detail later.

2. Post product selling points

Link the company's product selling points with festivals.

Durex’s posters are always ambiguous, and real estate ads always emphasize livability. So what is the biggest selling point of our company’s products? Can it be related to the special features of festivals?

TCL is a typical example, directly combining the picture quality of QLED display with true love.

Of course, the combination of product characteristics and festival features cannot be forced, but must be clever. The specific operations will be discussed later.

3. Post corporate related images

In addition to the concept, in terms of appearance, the company's logo, mascot, spokesperson, and even product appearance can all be cleverly integrated into the design and festive elements.

If you don’t use Baidu Wallet, who else can you use? I am the spokesperson, so appealing (sao):》

In summary, when you encounter holiday posters, you can use this model to think, find the connections, and be creative.

The three-step creative method is here, take it~

The first step is to align with all departments on the purpose of this poster promotion, whether it is purely for brand display or with sales or customer acquisition tasks;

The second step is to list the texts, materials and other contents related to the three points of corporate values, product selling points and corporate image after clarifying the purpose;

At the same time, list the elements related to the festival (including the culture, roles, vocabulary, objects behind the festival, the more the better), and look at the recent trends. For example, if the trend this year is fighting the epidemic, then focus on fighting the epidemic.

The third step is to use permutations and combinations to find the relationship between the three.

Soon, some interesting creative clues will be discovered.

Case Study 1: 360 Security Guard Chinese Valentine's Day Poster

360 Security Guard’s main focus is to promote the security of its products. Focusing on safety, it combines the festive elements of Chinese Valentine's Day, such as love, lovers, vows, etc. Finally, they combined into a vow: "The world is big and I'm not afraid as long as you are with me."

Case Study 2: German Continental Tire Chinese Valentine's Day poster

Continental Tire’s value proposition is beauty, and its product selling point is safety. It uses the image of a tire and embodies the romance of Chinese Valentine’s Day. The creativity of this image deserves full marks.

Case Study 3: Weilong Chinese Valentine's Day Poster

The selling point of spicy strips is that they are spicy and delicious. Among the festive elements, there are flowers. Combining these two, making a spicy strip with flowers is quite eye-catching. Next time you can combine it with the Magpie Bridge and make a spicy Magpie Bridge, which will also be very fragrant.

Case Study 4: Fox Friends Chinese Valentine's Day Poster

As mentioned above, Fox Friends’ value proposition is to seek marriage seriously. By finding the magpie bridge among the festival elements and combining them, the idea is almost complete.

Case Study 5: Heineken Chinese Valentine’s Day Poster

Heineken beer is characterized by its mellow and refreshing flavor. The bottle with its logo combined with the festive element of Cupid is very pleasing.

Pay attention, values, selling points, image, holiday elements, etc., you can brainstorm on the whiteboard. The more points you find, the greater the possibility of coming up with good ideas later.

When combining, you can use homophony, contrast, reversal and other methods.

For example, the 7 Days Hotel’s “Cowherd and Weaver Girl, meet again on the seventh day” uses homophony;

Yidao Car’s “Our meeting on Chinese Valentine’s Day was too short, but our love for each other is long” uses contrast.

(If you need this, please give a thumbs up and I will sort it out in detail later)

3. 2 points to note when using festival posters

1. Have your own tone, but don’t deviate

It is important for posters to maintain the corporate tone, and behind the tone are actually the corporate values ​​and culture.

Don't stray from your core corporate values.

It's easy to be dissed by senior leaders and it's easy for fans to feel weird. If one day Durex becomes unpopular, the brand potential will also be lost :)

Don't deviate from the general trend.

For example, everyone is talking about fighting the epidemic, but if the characters on our posters are not wearing masks, it will have a bad influence.

Do not violate laws, regulations, or moral conventions.

There is no need to explain this point. When there was heavy rain in Zhengzhou, a real estate company actually used the heavy rain as a gimmick to produce posters. The result can be imagined (I will not post the relevant posters, you can search them online yourself).

2. Enhance interactivity, not limited to posters

A poster is not only a brand’s exhibit, but also the door to a brand’s reception room.

Poster + short video, poster + activity, etc. are all innovative ideas that you can try.

There are many ways and methods of interaction, which can be cleverly combined with platforms and private domains (if you want to know more about interactive methods, click like, and Tarrant will continue to organize them for you later)

In short, only when there are no limitations can there be excitement.

Author: Tarrant

Source: Tarrant