Marketing strategy for June: Children’s Day, College Entrance Examination, and Dragon Boat Festival, how to leverage marketing opportunities?

There are many festivals and hot topics in June every year, including the regular Children's Day , College Entrance Examination, 618 , Father's Day, etc. Of course, another major hot topic in 2018 is the Russia World Cup .

First, I made a picture to share with you the festivals and hot spots in June:

Let's first analyze the festivals in June:

First, national holidays: Children's Day , Father's Day, Dragon Boat Festival

Second, special topic days: College Entrance Examination, 618 Shopping Festival

Third, long-term hot spot: World Cup

Fourth, niche festivals: Environment Day, China Population Day, World ALS Day, etc.

Fifth, regular festivals: 24 solar terms (grain in ear, summer solstice)

Children's Day, Father's Day and Dragon Boat Festival have become national holidays, and the Dragon Boat Festival is already a legal holiday.

What to do on Children's Day?

• 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;

【 Alipay nickname changes to baby】

What to do on Father's Day?

I wrote an article before, "4 Tips to Make Father's Day Marketing Full of Daddy Spirit", are you ready? 》 is already very complete, you can refer to it.

Direction 1: Post pictures to show off your father

Direction 2: Warm and emotional

Direction 3: Funny and amusing

Direction 4: Rational comparative interaction

What to do during the Dragon Boat Festival?

The Dragon Boat Festival in 2018 happens to be on June 18th, so sellers will definitely have Dragon Boat Festival themed posters, gift boxes, and promotional activities. For example, Suning.com used dragon boat racing as its activity page, and brand promotions were also combined with "Zongqing Dragon Boat Festival Ice and Washing Discounts".

Of course, there are other ways to combine festivals, but this year the Dragon Boat Festival is closely integrated with e-commerce . For example, brands like Durex are more focused on their own product tone, "creative copy + powerful pictures."

College entrance examination and 618 are bound to be very important topics in June. One is a social topic that attracts nationwide attention, and the other is a shopping movement that everyone is crazy about. Although the college entrance examination is only for the senior high school students of that year, there is a college entrance examination in everyone's heart. The combination of brand and topic is naturally generated. Here are 8 tricks:

01/ Simulation test questions

02/ Generate creative admission ticket

03/ College Entrance Examination Q&A Interaction

04/ Every exam will be passed with a good score

05/ Love helps college entrance examination

06/ Release stress and decompress offline

07/ H5 plays creative marketing for college entrance examination

08/ Poster copywriting takes advantage of the situation

" Coca-Cola gives away free drinks to help you win the college entrance exam and win the future"

In the eyes of some people, the World Cup is more important than the Olympics. There are many points that attract much attention, and of course the charm of football. In fact, many big-name companies have already made plans for this hot spot early on, and some even considered what to do in the next World Cup during the last one. This is suitable for global companies, official sponsors, and travel and vacation brands, which can open World Cup viewing routes early. However, for some small and medium-sized brands, they have not prepared sufficient budgets and do not know how to combine resources. If you think about it, a barbecue restaurant can take advantage of the World Cup. If your brand’s target users match yours, you can combine them. There are generally several ways:

1. Activity-based: Plan viewing activities on-site, offline, and online, participate in competition interactions, and receive rewards.

2. Poster type: Football-related poster design is combined with brands. For example, fast-moving consumer goods, catering, digital products, etc. are easier to combine with football matches.

3. Holiday type: You often see notices posted by the boss of a company giving everyone a holiday so that they can stay up late to watch the game. This method is quite universal, so even if your company is a B2B enterprise and has nothing to do with football, you can still show your corporate warmth during the World Cup.

4. Welfare type: It is very suitable for online products such as e-commerce, travel, and food delivery to provide some welfare gifts, such as red envelopes for staying up late to watch football, 1 yuan beer coupons, etc.

5. Test type: guessing names, answering questions, etc. can all be completed online, with H5 interactive methods, and rewards can be embedded in the product.

Case 1: China Minsheng Bank’s #ShuangGOWorldCup# WeChat event

Case 2: Durex’s #I’mAshooter# marketing campaign

Case 3: Mercedes-Benz and BMW use social marketing to promote the World Cup

There are many festivals in June. In addition to major festivals and special days, there are also some niche festivals, such as Environment Day and Population Day. Simply classify the festivals. You can choose niche festivals for different types of companies, avoid being too concentrated on key festivals, and create differentiation.

1. Green and Environmental Protection

Environment Day, China Population Day, Drought Day, National Land Day, Healthy Vegetarian Day, World Oceans Day , Asian Lights Out Day, etc.

This type of festival is suitable for companies that focus on public welfare marketing, such as Alipay's Ant Forest, and some green brands, such as new energy vehicles , healthy and additive-free foods, sports brands, sports diets, catering, fast-moving consumer goods, etc.

2. Star Anniversary

Huang Jiaju's birth and death, the founding day of the Beyond band, and the death anniversary of Michael Jackson

Nostalgic topics suitable for websites and media, such as music apps, Weibo, Tieba, etc., as well as offline shopping malls, coffee shops, etc., can all be combined with specific groups to plan related theme activities, such as xx theme commemorative activities.

3. Special significance

Master Lu Ban's Birthday

This type of festival is generally not known to the public. For example, home furnishing and wood art brands can consider how to do such creativity well. For example, the creative H5 planned by Douyin and major museums was all over the screen on Museum Day. This combination is very good and it is also a niche festival.

4. Public Welfare Topics

Autism Pride Day

In 2017, a " Children's Gallery " went viral, attracting many people's attention to autistic children. So during a festival like this, it would be a good idea to combine it with public welfare topics to get more people to pay attention to and help autistic children.

The 24 solar terms in June are Grain in Ear on the 6th and Summer Solstice on the 21st.

Most companies choose to promote the 24 solar terms through copywriting and posters, but compared to offline brands, the combination is more specific.

For example: For a porridge shop, the health-preserving porridge of the 24 solar terms is a very important content to leverage, so posters can be displayed in the store before the solar terms, and menus can also be launched according to the solar terms. Of course, the self-media can plan the Summer Solstice combination and the Grain in Ear combination.

The above is just to give you some food for thought, and you are welcome to add to it.

The author of this article @魏家东 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games