Marketing promotion plan for the May Day event!

Labor Day is coming soon. Have you thought about your event marketing plan?

The 2019 May 1st Labor Day holiday schedule has been adjusted to May 1st to 4th. Once the news was released, it quickly gained momentum on social media, reaching 980,000 views in just 2 minutes and exceeding 1.5 million views in 10 minutes. Enthusiastic citizens spread the news, and the circle of friends was in an uproar.

Afterwards, a large number of APP Push messages and text messages arrived, all of which, without exception, sent holiday greetings and promotional notifications. When you enter any web page, a variety of holiday advertisements will pop up. This also indicates that the annual "May Day" marketing campaign is about to start again.

So, in this holiday traffic peak, how can brands stand out? There still needs to be a method. Now let’s explore marketing methods from the May Day cases of previous years and get some inspiration!

1. See how brands take advantage of the May Day holiday

1. Creative posters are essential

Every holiday, major brands are secretly competing with each other and launching creative posters. Let's take a look!

(1) E-commerce

Suning.com:

JD.com:

(2) Electrical appliances

Midea refrigerator:

FOTILE:

The copywriting of Fangtai’s Model Worker Award certificate can be said to be very funny.

(3) Tools

Sogou Input Method:

Tencent PC Manager:

Evernote:

(4) Food

Coca Cola:

Fragrant Piaopiao:

Although the nostalgic feel of the poster is average, its highlight is that it captures the congestion during holiday travel!

Be & Cheery:

The workers on the poster are working on words and nuts, and the picture is very interesting. The copy is simple, but it reflects the brand characteristics of Baicaowei itself.

Mengniu:

Weilong:

(5) Wine category

Jiang Xiaobai:

Tsingtao Beer:

(6) Automobile

BMW:

Beijing Hyundai:

(7) Other categories

Uxin Used Cars:

The sentence "Eating well is as glorious as working well" takes into account both the delivery guy and the person he serves, and his favorability rating increases rapidly.

Mobike:

Durex:

The poster launches the core copy in the form of a flag: Strive to be advanced and not fall behind. It not only matches the big theme of Labor Day, but also makes us feel high-end pollution.

Durex:

After looking at the Labor Day posters of various brands last year, the editor can summarize the four routines of Labor Day posters. Although they are routines, they are definitely sincere routines:

• Combine the elements of the May Day holiday (such as "Labor is the most glorious" and "salute" and "big-character posters, etc.);
• Use the keywords of the May Day holiday (labor, hard work, rest, tiredness, glory, etc.);
• Refine product features;
• Combine the above 3 points.

1. Personalized H5

In addition to leveraging posters, designing a creative and personalized H5 page can also attract users' attention, drive users to actively share, and obtain a large number of reposts, thereby achieving marketing goals. The editor here shares with you several well-done H5 cases.

(1) Lagou.com: "Lagou Daily - Internet Company Overtime Ranking"

Before "996" was pushed to the forefront, overtime work was already prevalent in Internet companies. In 2015, Lagou.com launched an H5 titled "Internet Company Overtime Ranking" on Labor Day. The H5 adopted a retro newspaper layout and featured phonograph-effect background music, which provided a very good experience.

(2) Tencent: The disappearing labor tool

Tencent's H5, with the theme of "Disappearing Labor Tools", plays the nostalgia card, listing the labor tools once used by our ancestors one by one, allowing future generations to understand these tools that are about to be forgotten, in order to express respect for past workers.

(3) JD.com: JD.com home appliances, a hot May Day sale

JD.com’s May Day promotional activities are presented in graphic and text form: 10,000 yuan worth of coupons, available immediately; 1 million JD.com coupons, delivered every day; 50% off on popular products, grab them in advance every day. While browsing the poster, users can easily receive information about the event, and some small animations are used to increase the user's viewing experience. Finally, they can enter the store and start shopping immediately after receiving the coupon.

(4) Dajie.com: May Day Escape Season!

The overall design is simple, using some illustrations to promote the theme, and the menu at the top of the interface also has many functions. The release of recruitment information during the May Day holiday also played a good role in attracting traffic.

From the cases listed above, we can see that these cases are closely related to their own brand characteristics and positioning. When users forward these cases, they also absorb the brand characteristics and understand the brand culture. This kind of leveraged marketing is successful.

1. Online and offline integrated marketing

Case: UnionPay International x Qyer.com - "5.1 Traveling Aliens Flash Travel Plan"

The marketing logic of UnionPay International's flash mob event is to promote topical events through fresh and interesting online social communication. The new Douyin channel and pan-entertainment methods such as Idol Producer members have promoted a large number of topics in a short period of time, quickly upgrading the topical concept of "flash travel" to a social currency for young people.

Offline, by establishing a pop-up store with a strong sense of travel romance and fun participation in the minds of the public, we can narrow the distance between the lives of young people, continuously enrich the brand's positioning in the minds of users, and ultimately form a complete online and offline marketing closed loop.

1. Don’t stop the benefits! ! !

Major brands are always keen to "give money" to consumers. Any festival can be used as a reason for discounts and promotions. Even if there is no festival, you can create one. Typical examples are "Double Eleven" and "JD 618". It is conceivable that brands will not miss a festival like May Day that brings its own traffic.

(1) Tmall: Small home appliances venue

In addition to the shopping websites that are most active in "creating festivals" and organizing events, travel applications that go well with the May Day holiday have also shown enough sincerity to assist users in their May Day travel.

(2) Ctrip

Not only do they distribute benefits, but they also give users advice and tell them that they can spend 3 days surfing and 8 days surfing.

(3) eLong

The "May Day" special edition of the eLong APP was launched relatively early, and the related "May Day promotional activities" have also been launched long ago. It can be said that "everything is ready, just waiting for May Day."

Brands are happy to take advantage of the situation to organize activities: on the one hand, it can increase revenue; on the other hand, it is also in line with the trend. If other companies are doing something else, it would be embarrassing if they don’t do something else.

But it should be noted that the number and timing of activities must 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.

Okay, without further ado, after reviewing the "May Day" routines of previous years, let's talk about the editor's views on taking advantage of the festival.

2. Some suggestions on taking advantage of the May Day

1. Create a festive atmosphere

Labor Day is a holiday, so advertisements should naturally create a festive atmosphere. Creating a festive atmosphere mainly includes two parts: color and music.

• Color affects consumers' psychology consciously or unconsciously. And different colors have different effects.
• Music has a strong ability to touch people's emotions and can trigger their memories, visual imaginations, and emotions.

These factors combined together create an atmosphere that makes people excited.

1. Learn to understand users

Build multi-dimensional user portraits by recording their attribute labels and dynamic behaviors. Use this to classify user groups, carry out different marketing activities for different categories, and improve the accuracy of marketing activities.

If you want every marketing campaign to be “accurate”, you must put in enough effort in normal times. For example, travel apps should be fully aware of users’ May Day travel plans (where they want to go, searched flights and hotels, recently collected travel guides, etc.). In short, understand all the content that users are interested in and push related activities at the right time. This is the only way to maximize the marketing effect.

1. Create a continuous topic

When advertising takes advantage of Labor Day, it is also necessary to learn how to create related topics. Labor Day is like a stone thrown into the market lake. After it creates a ripple, the brand needs to continuously create topics around it to create resonance. Expand this ripple into huge waves. This will double the advertising effect. It even broke the time limit of Labor Day holiday marketing and spread.

1. Short video/live broadcast/Vlog is worth a try

After the popularity of Tik Tok, short videos have ushered in a second spring. Currently, short video marketing also accounts for a large proportion of companies' traffic and conversion rates. Although live streaming has declined in recent times, it should not be underestimated. And Vlog, as a new outlet for short videos, will also tap into certain traffic dividends driven by celebrities. Therefore, during the May Day holiday, launching short videos/live broadcasts/Vlogs that are integrated with your own products will surely attract a lot of attention.

At the end of the article, I wish you all a happy May Day! At the same time, let us look forward to this year’s “May Day” marketing campaign and see which brands can come up with new ideas.

Author: Box Fungus

Source: Activity Box Operation Society (huodongheziyys)