How can brands leverage marketing opportunities on Labor Day?

For a company, there are never enough festivals, and the operations staff have fully demonstrated the spirit of organizing activities when there are festivals, and organizing activities when there are no festivals. All major electrical appliances have also become "spirits" and have their own festivals, such as mobile phone festival, refrigerator festival, and air conditioner festival. This article will explore the marketing method of leveraging marketing .

1. The popular May Day holiday

It can be seen from the Baidu Index that the attention paid to May Day is rising sharply, and users are indeed quite persistent about the festival. The number of searches for May Day began to increase slowly in February, and then experienced a complete explosive growth at the end of April.

As one of the industries with the most sensitive sense of smell, the Internet industry must make full use of the May Day hot spot to do something. This is especially true for shopping websites. In order to have more promotional opportunities, shopping websites have invented various festivals such as Double Eleven , Double Twelve, and Mobile Phone Festival. Naturally, they will never miss the native festival - May Day.

In addition, travel apps that are very compatible with the May Day holiday have also shown enough sincerity to assist users in their travels during the May Day holiday.

Judging from the May Day demand map, what users are most concerned about is naturally how to take the holiday. After ignoring these issues, there are several requirements that are worth paying attention to:

• Taobao : It can be seen that users have become accustomed to the price reduction mode of shopping websites during festivals. Therefore, during the May Day holiday, many users will search shopping websites to see if there are discounts on the products they like.
• Highway: Anyone who travels will pay attention to travel, such as where there are fewer people, road conditions, or things to pay attention to when traveling, etc. Highway is definitely one of the hot keywords for the May Day holiday;
• Translation: Naturally, there will be a lot of people traveling abroad during the May Day holiday, so many users will pay attention to the issue of translation. In fact, many translation softwares nowadays can indeed solve communication barriers;
• Douyu and Huya : The group of people who stay at home is already a group that cannot be ignored. While some people go out, some people stay at home. After staying at home, the currently popular live streaming platforms can naturally become a great way for them to pass the time.

The areas covered by the above keywords must be the main battlefield for marketing during the May Day holiday: shopping websites, travel websites and entertainment websites. In addition, it can be predicted that many public accounts will also launch articles related to May Day travel to provide holiday guides.

2. May Day is approaching, and discounts are on the rise

1. Tmall Small Appliances Venue

Tmall’s promotional activities mainly target small household appliances, and the forms of discounts are quite diverse. The discount methods include May Day hot-selling items, first N pieces discount, super value combination and other models, and there is no uniform standard for the strength of the discount, different products have different discount strengths.

This arrangement can entice users to conduct long online shopping searches, perhaps because the things they want happen to be offered at a great discount.

2. JD.com Electronics Festival

JD.com's May Day activities are mainly focused on electrical appliances, and it has launched various coupons for electrical products. The most common discount method is the full-discount policy: that is, if the consumption reaches a certain amount, a certain amount can be directly reduced.

The discount ranges from a minimum of 30 yuan off for purchases over 1,000 yuan to a maximum of 800 yuan off for purchases over 8,000 yuan. In addition, the discount limits the scope of consumption, that is, you must purchase specified types of goods to get the discount.

3. Suning ’s May Day shopping event, great deals on home appliances

Like Tmall and JD.com, Suning has also limited its discounts to home appliances and directly advertised discounts of up to 1,000 yuan. Its method is exactly the same as JD.com’s, both are full-discount models, and the discount strength is actually similar.

Except for the discount of 50 for purchases over 999 and 100 for purchases over 2000, basically every time a certain amount is reached, one tenth of that amount will be subtracted. For example, the maximum discount is 1000 for purchases over 10000. The discount is actually not much different from JD.com’s 800 yuan discount for purchases over 8,000 yuan.

4. Other shopping websites

Almost all shopping websites have their own promotional activities, for fear of missing out on this good opportunity for increased consumption. It is worth mentioning that although all merchants’ promotional activities vary, the discounts users actually get are almost the same.

This seems more like a passive defense: if others are holding events and I don’t, it may lead to a decline in holiday sales, so we also have to hold an event.

5. Other categories of websites

In addition to the shopping websites that are most active in "creating festivals" and organizing events, other websites have also responded positively to May Day. For example, Ctrip and Qunar , two travel apps that directly benefited from the May Day holiday, not only organized activities but also gave users advice, telling them that they could spend 3 days traveling or 8 days traveling.

In addition to the above-mentioned applications that frequently "cooperate" with May Day, some applications that seem to have nothing to do with May Day also intend to take advantage of the May Day to gain popularity. These apps increase their app downloads by joining activities in app installation markets, offering coupons for downloading and installing apps and rebates for top-ups within the apps.

It can be seen that these applications are also targeting the important opportunity that users have relatively ample time during the May Day period and are more likely to try something new.

3. Look at leverage marketing from the perspective of active attack

1. Increase revenue by meeting user expectations

Users' psychological expectations are something that merchants have to consider. Users are accustomed to the fact that prices will drop during festivals. If the prices of items do not change during festivals, it will instead dampen users' desire to consume.

A slight discount can satisfy consumers' desire to get a bargain, making them feel that everything about the holiday is great and willing to spend more during the holiday.

This way, users can buy more things with less money. For merchants, it increases revenue through greater sales volume, and both parties benefit from it.

2. Increase website visibility

Consider the following scenario:

User A went out to travel during the May Day holiday, and after he came back, his friend user B asked user A where he had been. User A said an expensive tourist spot. User B was envious and surprised that user A was willing to spend so much money to go out and play.

Then user A said proudly: I bought discounted air tickets and hotel tickets, and actually this trip cost less than 1,000 yuan.

At this time, user B is likely to ask user A to recommend him related websites.

This kind of thing happens all the time in life. For example, students with average financial ability often discuss travel strategies and how to save money when traveling. Merchants who offer promotions like this have the potential to promote their brands through word of mouth.

3. Company profit needs

As long as a company exists, it will have fixed expenses every year. If the annual marketing revenue does not reach a certain amount, it will inevitably incur losses. Although the price of goods seems to have dropped during the promotion, there is actually still a lot of profit margin compared to the cost, so this is a good opportunity to make small profits but quick turnover.

When there are no festivals, merchants often have many concerns when adopting the strategy of small profits but quick turnover. One of the most important hidden dangers is losing the trust of users. For example, if there are constant discounts, users will suspect that there is a problem with the quality of the product itself or that it cannot be sold.

Therefore, merchants who want to make small profits but quick turnover also need a good excuse, which is why merchants like to create festivals.

4. Look at leverage marketing from a passive defense perspective

1. Competition in the same industry

Competition within the same industry can actually be seen from the second part of this article: During this May Day holiday, almost all merchants offered discounts on electrical appliances, and the extent of the discounts was surprisingly similar. Basically, the discounts were based on a buy ten get one discount, so the probability of this being a coincidence is very low.

This situation can only illustrate one problem: after some large websites offer discounts, other websites can only offer defensive discounts to prevent a cliff-like drop in sales during the event; in addition, the websites do not want to lose too much revenue due to the event, so the discount intensity only follows the discount intensity of other websites, no more and no less.

This can greatly reduce the attractiveness of other businesses and prevent you from losing users during the holidays.

Defensive activities are a helpless move. Even if merchants do not want to hold activities, they have to do so under pressure from their peers. Otherwise, both revenue and users will be lost, so it can be said that this is a must.

2. Competition from other industries

Since peers may put pressure on each other, is it possible for everyone to not organize any activities? First of all, this is simply impossible to achieve. Not to mention whether collective control of commercial behavior involves illegality, even if it is not illegal, it is impossible for all businesses to work together.

So what if it is really possible for all companies in an industry to remain consistent?

That is obviously not a good idea, because many industries have competitors in addition to their peers in seemingly unrelated industries. For example, if holiday travel not only has no discounts but is also more expensive, then a considerable number of users will inevitably be sent to live streaming , gaming and other fields, and vice versa.

V. Conclusion

Leverage marketing is a marketing behavior that combines active and passive aspects: on the one hand, it can increase merchants' revenue and make them willing to organize activities through various means; on the other hand, merchants have to take various actions to resist threats from inside and outside the industry.

But everything has its limits. Some types of goods are not suitable for marketing through activities.

In addition, the frequency and timing of activities must also be within a certain range. If there are activities all year round or even if the product has never been sold at the original price, then over time users will mistake the discounted price for the original price, and the product will not be sold without a price reduction.