If you draw a curve of sales performance for 12 months, 52 weeks, and 365 days a year, it is not difficult to find that sales during holidays are much higher than usual. For sales staff, it can be said that the more the better during the holidays, and sales must be made during the holidays. If there is no festival, creating a festival has to be sold.
From one festival to another, sales staff are basically focused on the festival and are busy with promotions. The densely packed festivals are not only report cards but also electrocardiograms. It is related to the income of sales staff and the fate of the company.
Unfortunately. Starting from June every year until the eve of National Day, this period is not only the traditional off-season for sales in the ceramic market, but there are no major holidays in between.
During this period, the 6.18 E-commerce Festival does not have much impact on the ceramic industry. The 7.1 Party Founding Day, 8.1 Army Day, and 9.10 Teachers’ Day are not closely related to the ceramic market, making it difficult to form a strong Holiday promotion atmosphere.
Therefore, starting from June to the eve of National Day, this period is almost the darkest moment for ceramic sales staff. It is the most difficult to endure and it is also the most difficult to achieve good results.
However, sales people all know that no matter how hard they work, it is better than sitting in the office. Therefore, even if the number of customers decreases and the demand shrinks, they must use up all their energy to keep working.
As long as your thinking does not slip, there are always more solutions than difficulties. Under such circumstances, off-season holiday promotions have become the choice of many companies, creating a holiday out of thin air as a gimmick to attract customers, stimulate consumption, and gain substantial performance in the off-season.
Different from traditional holiday consumption, holiday marketing faces great difficulties and challenges. 5.1, 10.1, Double Eleven and other holiday economies, after years of market cultivation, have formed strong commonalities and perceptions. At these nodes, consumers take it for granted that merchants will have substantial discounts and promotions. Therefore, many Consumers will deliberately choose to spend during festivals.
However, how a newly created holiday is related to consumer behavior will not only test the planning level of marketers, but also the implementation of sales staff.
Creating a new festival requires enterprises to have a certain degree of comprehensive marketing strength. They must invest a lot of manpower, material and financial resources in building momentum, promotion and publicity before and after the festival. They must have a certain number of channels and stores. The whole country is a game of chess and resonates with the same frequency. , Accurate blasting can create the effect of holiday marketing, allowing consumers to feel the brand's strong activity and discount range.
In order for the festival to take root and be widely recognized by the market, the planning of the festival must be related to the characteristics of the company and brand, so that consumers can easily accept such a merchant's consumption festival, instead of following the trend and imitating it mechanically.
For example, the cultural fit between Singles’ Day and the E-commerce Festival is better thanSimply 6.18 is much smarter. Because the former has a story and the parasitism, expectation and transformation of consumer behavior, while the latter is just a simple and made-up "festival".
Unlike traditional festivals that have been solidified for a long time, a newly planned festival must be based on a keen insight into the behavior of the target consumer group and find out where the consumer behavior is parasitic.
For example, in this long off-season, it is difficult for consumers to wait until the next holiday - what holiday planners have to do is not to try to change consumers' behavior, but to appropriately adjust the behavior within their original behavior. Implanting such a node allows him to release consumer demand in a timely manner.
The essence of festivals is an infinite cycle of certain behaviors. For example, we eat rice dumplings during the Dragon Boat Festival and buy mooncakes during the Mid-Autumn Festival. To create a festival, we need to promote it consistently, and subtly integrate the concept and creativity of this festival into consumers' behavioral habits, so that consumers can generate consumption expectations, just like when the shopping cart is full when Double Eleven is approaching, only then can we obtain The effectiveness of holiday marketing.
There are also very successful cases in holiday marketing in the ceramic industry, such as Mona Lisa’s “Smile Festival”. One of the cultural attributes of the Mona Lisa brand is "smile". Therefore, planning such a promotional holiday can easily establish emotional connections with consumers and thereby boost sales.
There is also the "Touch Festival" planned by Owen Lai, which aims to promote new products and give consumers a different and ultimate experience. Because the planning of the event very accurately captured the most important behavioral nodes of consumers when appreciating a ceramic tile, it received great attention from the market once it was launched.
Some people may say that ceramic tile products are low-frequency consumers. If you buy them this year, you may not consume them again in the next three to five years. However, please don’t forget that both the festive consumption atmosphere and the intensity of discounts will spread, especially among consumers’ own circles.
For example, the Mona Lisa "Smile Festival" has been running for 12 consecutive years. Every year, a group of holiday-shopping owners receive free shopping or the opportunity to travel abroad. They will maximize their friendship among their new neighbors. Communication, this effect is difficult to achieve by advertising.
Because of this, every August, even though it is the off-season, it is difficult for Mona Lisa to create almost the best single-month sales record of the whole year.
Whether it is a manufacturer or a dealer, planning a festival is easy, but sticking to it year after year is not easy. The ultimate goal of node marketing is not only to pursue holiday sales performance, but its biggest gain is to obtain compound interest over time.
Author｜Wang Li
Cultural Director of Mona Lisa Group
Original title: "Create Festival Marketing, Break the Curse of Off-Season"
(Article reproduced from Ceramic Information)
