Marketers should all know the "marketing calendar", which lists important events in the year, festivals, solar terms and other nodes, so as to carry out some marketing activities, such as April Fool's Day will launch April Fool's Day-related marketing fax number database advertisements, each Brands have their own ideas; the author of this article shared his thoughts on "node marketing", let's take a look. Since the advent of e-commerce, marketers have been counting their calendars to live. The dense marketing nodes throughout the year are the electrocardiograms and transcripts of the marketers for one year. But I found a particularly sad phenomenon: 90% of the brand's node marketing is good creativity and bad marketing.
When most brand owners and agents do node marketing, they focus on the node topic, produce a creative theme, and try to communicate emotionally with consumers. For example, Ganzi Cultural Tourism launched its own promotional film "The World of Ding Zhen" during the Spring Festival travel season. This should be the strongest commercial in 2020. Because of the appearance of this film, netizens know that Ding Zhen's home is not in Tibet, but in Ganzi, Sichuan. Although this film showed everyone the beauty of Ganzi, Sichuan, and even triggered an Internet boom, from the point of view of node marketing,
"Ding Zhen World" is a typical good idea and bad marketing. Why do I say that? This has to start with why we want to do marketing at the node. Why do we just do marketing at the node? Why did SK-II have to tell girls that they fax number database should "don't be afraid of age" on the 38th Festival? Isn't february 6th bad? Why did Pepsi tell us to "bring the music home" during the Spring Festival? Can't it be this afternoon? Because only in a certain festival, people will have "spontaneous group behavior." On Valentine's Day, brands don't have to persuade men to buy gifts for women, men all over the world will shop spontaneously.