Double 11 anti-routine marketing, do something different!

Today, Double 11 is no longer just an e-commerce matter. Brands involved in all aspects of food, clothing, housing and transportation are all involved in this huge carnival. Whether or not more resources can be integrated into the battle will determine who will have the last laugh.

With the official start of the Double 11 pre-sale, the marketing war has entered a white-hot stage. Merchants of all sizes are gearing up for the event, with wave after wave of publicity and promotion.

Consumers have also entered a "war preparation" state in advance, waiting for the order to start "shopping" mode.

Looking back at last year’s Double 11, it was truly amazing:

• JD.com built "Double 11" into a "global good product festival", using "good products + fun + good service" to trigger high-quality consumption, and the final transaction volume reached 158 billion;
• Vipshop uses a "no-trick" approach and says goodbye to the digital game with a "one-price" approach;
• Tmall used coupons, red envelopes, deposits, subsidies, store coupons, etc. to implement the full-discount policy, creating a transaction volume record of 213.5 billion yuan, and the number of "billion-yuan clubs" reached 237.

Today, Double 11 is no longer just an e-commerce matter. Brands involved in all aspects of food, clothing, housing and transportation are all involved in this huge carnival. Whether or not more resources can be integrated into the battle will determine who will have the last laugh.

Anti-routine marketing, try something different

In the Double 11 battlefield that is bombarded with advertisements, consumers are becoming increasingly aesthetically fatigued, and conventional promotional methods are unlikely to create sparks, so let's try the opposite.

Adding unusual and subversive creativity to the Double 11 marketing, combined with unique and innovative gameplay, can bring consumers a brand new experience and receive unexpected surprises.

1. The less you buy, the bigger the discount. Anti-shopping is in progress

According to general thinking, in order to increase product sales, merchants will put up slogans such as "The more you buy, the more favorable the price" to stimulate consumers' impulse shopping.

When all businesses use the same tactics to sell the same products to savvy customers at similar discounts, the results are predictable: they will either be ignored or make people feel annoyed.

At this time, you might as well try the "anti-shopping" and "rational shopping" routines, that is, clearly tell users: discounts will only be given if you buy 2 (or 3) items or less in this store, no discounts for more than that.

For example, during the 618 event in 2016, NetEase Yanxuan played a reverse strategy and launched the concept of "3 Life Aesthetics":

Contrary to the traditional practice of offering bigger discounts for more purchases, the policy stipulates that discounts are offered for purchases of up to three items and no discounts for purchases over three items, encouraging consumers to choose the products they really need and live a "just right" life.

Firstly, the format of the activity is unconventional, which makes users feel fresh; secondly, based on the insight of "regret after purchase" on Double 11, it helps users consume rationally, which will undoubtedly reduce the probability of returns and refunds, saving unnecessary trouble for consumers and merchants.

Finally, this kind of promotional method that starts from "consumer interests" and "really considers them" can easily win their favor.

2. Alternative positioning, implementation of the "product = order" strategy

There are countless brands participating in the Double 11 battle and the competition is fierce. Their discounts and rebates are the best of the year, which has attracted consumers to go on a shopping spree.

For lower-priced products, such as snacks, beverages, daily necessities, trinkets, stationery, etc., in addition to satisfying functional needs, they also play a role in "adding to the order" in "cross-store discounts" activities.

Although it is tacitly understood, no merchant has ever promoted "group buying" as a new purpose. Therefore, when merchants use the "product = adding to the order" appeal to strongly penetrate into the minds of consumers, consumers will think of you first when adding to the order.

This is a unique vision that brings a new positioning to the product beyond the basic and core functions. It is suitable for low-priced goods and is based on the premise of full-discount activities.

For example, on Double 11 in 2018, Weilong spicy strips were willing to retreat to the "second line" in the name of "completing the order", becoming the supporting role of all brands and becoming a breath of fresh air in the marketing industry.

Other brands only care about how much you buy, but Weilong also cares about whether you are tired from shopping.

Finally, product promotion using “group buying” as a gimmick can also help consumers make choices quickly, reduce decision-making time, and facilitate shopping. Why not do it?

3. Redeem coupons with emojis. The more exaggerated, the more valuable.

In the Double 11 promotion, purchase discounts, discounts, and redemption coupons are the highlights. In addition to the official discounts set by the e-commerce platforms, each merchant can also launch more discounts on their own.

According to normal rules, consumers obtain coupons by consuming points, placing pre-sale orders, limited-time grabs, free collection, etc., and the paths and coupon faces are similar.

When promotional efforts cannot become an effective competitive point, how can you stand out from the crowd of marketing activities and win the battle with coupons?

Seize the characteristics of current consumers who love to play and know how to play, and add interactive and interesting elements to coupons. "Redeem coupons with expressions or actions" is an excellent way. The specific operations are as follows:

Merchants use H5, mini programs and other tools as entry points, and users only need to open the activity page and upload photos with specified expressions (smiling face, serious face, angry face, disgusted face, crying face...) or actions (gestures, blinking, clapping...). The system will then generate coupons of different values ​​based on the degree of exaggeration, amplitude of movement, etc.

The coupon surface has been designed to display personalized text and images. The unique way of obtaining it + the interesting layout will inevitably trigger the user's urge to consciously share it in their circle of friends and gain a wave of "tap water".

NetEase Kaola did this on Double 11 last year. Users uploaded photos with smiling faces and generated red envelopes of equal value based on the valuation of the smile, which could be used directly on the NetEase Kaola online shopping platform.

It’s a real way of “selling smiles” for money. This interesting, fun and warm way of interaction also brought it considerable Double 11 sales.

Consumers are particularly sensitive to the word "exclusive". With the pursuit of uniqueness and individuality, coupons generated with emoticons are different from others and are equivalent to "customized", so they are naturally popular.

Therefore, businesses can follow this line of thought and plan some activities with user attributes and elements .

4. The combination of "Double 11 + Singles' Day" and the promotion of singles marketing

Don’t forget, before Double 11 became a shopping spree, it also had a famous name - Singles’ Day, an entertainment festival popular among young people to celebrate the fact that they are still single.

When 99% of merchants focus on "Double 11", the remaining 1% that use the combination of "Double 11 + Singles' Day" for marketing appear special.

Today, the number of single people in my country has reached 200 million. The huge base has brought considerable traffic. Discussions on topics such as "significant other half", "blind date", and "getting out of singleness" remain high, and even gave birth to the "single economy" industrial chain.

Singles’ Day is a good time for marketing, and with the support of Double 11, the popularity is only increasing.

(1) Singles price, singles discount and singles gift package on Double 11

In simple terms, it is to play with "numbers", "puns" and "homophonics". The specific ways to play include:

• Users who place an order at 11:11 on Double Eleven Day will receive an exclusive gift.
• We are launching a singles gift package, which will be sold for one day only. The single price can be set at 1.1 yuan, 11 yuan, or 111 yuan.
• Using "half" as the gimmick, being single corresponds to "not needing a significant other", which means a 50% discount.
• During Double 11, you can get discounts if you buy "odd" numbers (1, 3, 5...) of products, but no discounts if you buy even numbers.

For example, Ele.me Star Selection launched the slogan #You don’t need a significant other on Double Eleven#, which not only took advantage of the Singles’ Day, but also hit the point of 50% off, which can be said to be a double entendre.

In short, before planning related activities to leverage the momentum, list the characteristics of Singles' Day, Double 11 and products respectively, find the key connection points, and form an effective combination.

(2) Interactive strategy based on social platforms

Both Double Eleven and Singles' Day are hot topics. Discussing the two together can arouse users' interest. Using the official blog as a medium and starting an interactive mode can narrow the distance with consumers and achieve the purpose of publicity.

According to the characteristics of the Internet, short and quick jokes and Internet terms are most suitable for dissemination.

Therefore, major businesses or brands can initiate topics such as #You are not only single, but you also don’t have money to buy things#, #I heard that single people spend money very quickly#, #Today, have you taken off all your clothes#, etc., hide product or promotional information in them, guide user interaction, and take advantage of the opportunity to run a wave of advertising.

During the Double 11 carnival, thinkpad chilled millions of hearts with the words "Loneliness is not just for today". The copy "Don't get sick when you live alone. A cold late at night will make you even think of your epitaph" is funny and sad. How many bachelors' voices did it express?

In short, when dealing with users, remember to hit their hearts hard.

5. A comprehensive review of the mistakes made during Double 11 shopping spree

In large-scale promotional events such as Double 11, we have seen many guides to good products and must-buy lists, which have almost become a must-see program every year. There are a lot of popular science articles and Weibo posts, and users are accustomed to them.

In fact, there are quite a few "regret after buying" series, but few insights are based on the point of "wrong purchase", and all of them focus on positive inventory.

Therefore, we might as well take "the hands that have been cut off incorrectly" as the topic, and ask soul-searching questions that can easily touch the fragile heartstrings of users: Who has never regretted it? It’s all tears if I talk too much!

For example, Zhihu’s #Double Eleven Buying the Wrong Things# listed several failure scenarios, which made people deeply feel the despair of “shopping feels good for a while, but ends up in the crematorium later”.

In this way, users can be guided to speak freely and the wonderful messages obtained can be sorted out (be careful not to mention the product name directly), forming a unique "regret list" for rational consumption, so as to warn users to consume rationally and buy what they really need (their own products can be introduced at this time).

Summary

This article ends here. Now, the Double 11 horn has been sounded. Whether one can get a share of the huge bonus, or even overtake others by taking advantage of Double 11, depends entirely on the merchants’ products and marketing.

In the unchanging promotional methods, try more creative, more novel, and more unique routines. Try something different and you may get unexpected surprises.

Author: Strawberry

Source: Caomeishuoshi