There is an instinctive competition between creatures
Editor’s note: This article is from WeChat public account “Egg Solution Entrepreneurship (ID: manjiechuangye), the author of a thought.
According to the news released by the Ministry of Culture and Tourism, during the Mid-Autumn Festival in 2019, the total number of domestic tourists received by the country was 105 million, a year-on-year increase of 7.6%; domestic tourism revenue was 47.28 billion yuan, an increase of 8.7%.
In fact, in addition to tourism, in the service industry such as holidays, catering, entertainment, etc., it is also a peak consumption, and each merchant will also carry out discount promotions.
This phenomenon of concentrated tourism and consumption during the holidays is what we call the “holiday economy.”
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How to increase sales during the holidays has become a headache for every business.
For businesses, there are a few issues that must be considered:
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What changes have consumers’ needs for the holidays?
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Why would you concentrate on shopping during the holidays?
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What kind of holiday activities will consumers be attracted to?
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Which 3 factors affect the effectiveness of holiday marketing campaigns?
By reading, you will get the answer.
Festivals have different meanings for Chinese people
The “holiday economy” is not exactly the same as the “festival economy”, but most of the major holidays in China each year are related to traditional festivals. The meaning of these festivals, to a large extent, affects people’s spending habits during the holidays.
For example, the Mid-Autumn Festival, a delegation festival, will allow more people to accompany their families during this holiday. Therefore, although the number of tourists and domestic tourism income during the Mid-Autumn Festival is increasing year by year, there is still a big gap compared with the “May 1st” holiday.
So for merchants, how to stimulate consumers’ desire for consumption during the holiday season is a question that must be considered.
Coca-Cola has left a deep impression on this.
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Every year during the Spring Festival, Coca-Cola’s advertisements can be seen before CCTV Spring Festival Gala.
And no matter how the content of the ad changes, there must be some elements that will never change. The young parents, grandparents and grandchildren who took the children home for the New Year will have a reunion dinner, fireworks, window grilles and Fuwa.
Use the elements of the Spring Festival and the atmosphere of the reunion of the family to give the brand the meaning of the Spring Festival, to give consumers the impression of eating a reunion dinner to drink Coke.
In fact, in addition to the Spring Festival, Coca-Cola has many excellent marketing advertisements every year. However, its annual Spring Festival holiday advertisements are still classic.
Each holiday, there are many brands that are racking their brains to plan holiday-related marketing activities.
After the Mid-Autumn Festival this year, Alipay has a new short film.
Screenshots from web video
With the last 9 news events, different times, different locations, but each is related to going home. In this way, the user’s homesickness is evoked, especially at the time of the Mid-Autumn Festival, and the connection with the festival is cleverly established.
In China, except for the “May 1” and “Eleven”, other holidays during the year are related to traditional festivals.
How to link holiday marketing activities to the meaning of festivals has become a key factor influencing the effectiveness of events.
The consumer demand for holidays, pay more attention to social value
In addition to the festive relationship, another factor that can affect consumers during holidays is the social needs of people.
At the end of the holiday, returning to the company to continue working, many people will discuss topics such as how to spend the holidays.
Imagine if you are traveling with someone. What are the differences between the following places?
Norway, Austria, Iceland, South Africa, Congo, Malaysia, Thailand, Tibet, Yunnan, Inner Mongolia, Hebei Baoding, Beijing Daxing, Beijing Mentougou.
Don’t deny that the feelings of these places must be very different.
There is an instinctive competitive mechanism between all living things. The level between people is to open the gap in this invisible competition, and various social resources will also tilt toward people who look higher. Consumers are more willing to pay for the advantage in this competition.
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Especially during the holidays, the social needs of this implicit competition will be more prominent. Because at work, people in the same circle have similar trajectories of life, and only when they are on holidays. So this also caused consumers to concentrate on spending on holidays.
So what do you want to do for the business to help consumers gain the advantage of this hidden competition in the social process?
The answer is providesocial currency.
Social currency is based on social relationships and can be exchanged for attention, comments, and likes. In the social circle, people rely on various forms of social currency to build their own identity image.
So your activities must provide this social currency to consumers. Help consumers to gain an advantage in a variety of invisible hidden competitions, rather than simply selling products. In this way, you can win users in the business competition.
Of course, the event doesn’t need to be high-end, fun, and novelty is more important than the high end.
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For example, many baking companies will organize baking DIY activities, design competition mechanisms, and attract people with prizes. For the participants, this is a novel experience in itself, and there are competitions and prizes. For some people, there will be strong participation motivation.
And regardless of how you do it, whether you can win in the competition, participants will have a stronger desire to share.Because sharing this kind of activity, you can shape your image in the social circle.
Different types of activities can shape different images, which is to provide social currency for consumers.
Consumers are more willing to pay for their lives during the holidays
Every holiday is a business carnival.
In the holidays, another factor that influences people’s consumption decisions is to consider the significance of holidays to people’s lives.
As for ordinary working days, holidays play a role in regulating life. People with conditions usually choose to improve their quality of life during the holidays and ease the pressure of work. This demand will also promote consumption.
The most intuitive embodiment, every holiday, people will improve on the diet than usual. A more solid concept is that at least a good holiday.
In addition to diet, in many other aspects of life, it can be different from usual.
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If you don’t choose to travel, during the holidays, you will probably choose to stroll around, watch movies, listen to concerts, and participate in some fun activities. Some people will go for a pedicure, bubble spa, etc. Wait.
In short, there are some differences in peace. After all, the work pressure is very big, so it’s hard to have a holiday, at least to relax.
Adjusting life and alleviating the pressure of work has become a major demand for holidays, so the spending impulse of holidays will be stronger than usual. Because consumption itself can help relieve stress.
During the Spring Festival, Alipay held a sweeping blessing event. As long as you use Alipay to scan the “Fu”, you can participate in the blessing activities. This kind of activity has low barriers to entry and can interact with family and friends. Such a simple activity can play a role in temporarily forgetting the troubles.
So what do you do for the business to ease the stress of the consumer?
Under normal circumstances, many businesses will set up discounts on holidays. But at a time when consumer demand is becoming more and more complex, simple discounts are no longer enough to stimulate consumers’ desires.
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Some merchants set some challenges, such as the long jump challenge that has been brushed on the vibrato, and set different discounts based on the distance of the long jump. Because of the attractiveness of discounts, consumers can stimulate their desire to participate. Although the principle is very simple, the effect is very good.
So, during the holidays, can you set up some entertaining challenge games? On the one hand, discounts or other rewards are used to attract people’s participation, and on the other hand, in the process of participation, it can also relieve stress.
Because people adjust their lives and relieve stress during the holidays, the desire for consumption itself will be higher than usual. Therefore, for merchants, the main purpose of the activity is to satisfy the psychological needs of consumers and promote consumer desire.
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Game the meaning of the festival to the campaign;
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Providing valuable social currency to consumers;
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Be able to help consumers relieve stress.
If you can meet these 3 points at the same time, it will greatly stimulate consumers’ desire to purchase, which is a successful holiday marketing campaign.