In the face of the trend of consumption to holidays, in the face of the trend of the holiday economy is getting hotter and hotter, manufacturers should set up a new marketing concept of the holiday economy - Holiday Marketing, Holiday Marketing focuses on the study of holiday consumption psychology, consumption, consumption trends, the awareness of the holiday throughout the marketing process All aspects of the marketing process, in order to best meet the needs of consumers on holidays as a means to fully grasp the holiday business opportunities. Specifically, holiday marketing should pay attention to the following work:
1. carefully select the holiday available
Corporate directors may wish to list all the holidays of the year, carefully analyzed, screened and researched, to see if there is an opportunity to cut. In this analysis, should be combined with the enterprise's own situation, product type, consumer habits, etc. to choose the right time, in order to help play the advantages of the enterprise, make full use of all possible business opportunities.
I'm afraid that the most skilled "festival" to Wuhan Plaza, its planning department has the world's countries, national holidays, "the whole book", our own "earth festival" natural Will not let go, such as Valentine's Day, Christmas, Mother's Day and other "foreign holidays" are also used to make a big fuss. Wuhan Plaza in last year's Christmas Eve alone, sales of 10 million yuan, while the millennium night sales of up to 15 million yuan.
2. Develop holiday promotional programs
Enterprises should be targeted at the characteristics of different holidays, sales planning in advance, because the real success often belongs to those who can accurately capture the business opportunities, preparedness.
2.1 Do a good job of advertising before the holidays.
Many consumer products, such as household appliances, clothing, alcohol, food, etc. is a holiday consumption concept, but this holiday consumption is not just a short period of one or two days, but in a period of time have sales potential, so be sure to launch a prior advertising campaign to guide consumers holiday consumption, contributing to the formation of sales momentum.
2.2 Organize holiday product exhibitions.
Enterprises should select the appropriate holidays, in front of the shopping mall or shopping mall activities will be held in the hall. The form of the exhibition should be lively, ornamental, participatory, so as to attract passing customers to stop and watch. In the product introduction interspersed with song and dance performances, fashion shows, etc., on-site question and answer session, so that consumers in the active participation of activities to understand the product, product awareness, stimulate interest in purchasing.
2.3 Lay out a detailed and popular shopping environment.
Good shopping environment and atmosphere is also a factor contributing to the formation of the purchase decision, should be carefully dressed shopping malls, a unified layout of store advertising, merchandise display neat and beautiful, unique use of decorations, such as balloons, lanterns, flags, neon lights, and so on, to bring out the details and lively holiday atmosphere.
2.4 Appropriate use of various promotional tools.
Prior to the holiday, customers are waiting to buy, comparison shopping, and look forward to spending the least amount of money in the holiday to buy the desired goods, get the best service. The total amount of holiday sales is more than usual, but also has a certain value. And now is a buyer's market, the customer's choice is very large, who has a big advantage, customers will choose who. This advantage, the price is the most sensitive factor, in order to attract customers, manufacturers can be prudent to choose price reductions, discounts, discounts, gifts and other promotional means, the holiday sales to do a red-hot.
3. Exploit the rural market
In the consumer tide brought about by the holiday economy, farmers are also an army of consumers that cannot be ignored. To color TV, for example, in recent years, with the continuous price cuts, a 29-inch flat right-angle color TV is now priced at just over 2,000 yuan. During the Spring Festival, farmers in major shopping malls bought 29-inch flat right-angle color TVs in large quantities, resulting in off-sale. This gives us a revelation, in the attention of farmers to improve the level of consumption at the same time, but also to pay attention to their consumption concepts, consumption methods quietly changed. Many farmers are often willing to travel far and wide to big stores in big cities when they buy big-ticket items, because this means enjoying a certain grade, quality and after-sale service in the eyes of the farmers. Although farmers do not have the concept of vacation, but many farmers also like to National Day, New Year's Day, the Spring Festival and other festivals to go to the city to shop, holiday marketing can not ignore the farmers of this huge potential consumer groups.
The dragon of the holiday economy should be more "dance" to the rural areas of this vast world to go. Farmers over the holiday consciousness than the city people stronger, manufacturers, businesses in the holiday season should be organized sales staff delivery to the countryside, in the vast rural market to find its rightful place. To this end, enterprises should investigate and analyze the demand characteristics of the rural market, income levels, consumer attitudes, consumption habits, and accordingly organize the supply of goods. Farmers like affordable, durable products, should be the farmers really like the goods to farmers to meet the needs of the rural market.
4. Development of new consumer projects
Holidays are here, people in learning, entertainment, fitness and other aspects of the increased consumer demand for holiday marketing provides market opportunities. In recent years, in Wuhan city also gradually emerged some leisure and entertainment industry, such as pottery bar, gym, etc., to the holidays, these places are everywhere full. Modern urbanites in addition to food and clothing, pay more attention to culture and leisure, fitness and entertainment, so holiday marketing in these areas need to be further developed. As far as businessmen are concerned, they can develop leisure business, actively tap the potential of existing facilities, add new services at the right time, promote the combination of business and cultural activities and leisure and entertainment, and continuously improve shopping, dining, entertainment and other multi-service functions.
5. Tap the festival culture
Every festival has its own rich cultural connotations, carefully digging the festival culture will certainly create unlimited business opportunities. Take the Spring Festival, this Spring Festival, some shrewd businessmen in the Spring Festival culture to make a big fuss, to achieve good economic benefits. Chinese New Year customs pay attention to the annual surplus (fish), foreign fast food McDonald's will be launched in the Spring Festival this year, "the annual surplus of fish - McShanks Fish", where the purchase of McShanks Fish combo set of customers can get a set of discount cards containing 24 coupons, the deadline for concessions is June 30, then to put the 24 coupons, the customer can get a set of discount cards containing 24 coupons, the deadline for concessions is June 30, then to put the 24 coupons. 30, then to 24 coupons out, customers will need to patronize McDonald's restaurant 24 times in the first half of the year, holding McDonald's coupons, generally will not step into the KFC or other earth fast food stores, smart McDonald's in the "Yearly Fish" on the really can be said to put a long line to catch a big fish.
Traditional Chinese New Year is the core of respect for the elderly, as a son or daughter regardless of where the Spring Festival is generally to go home to visit their parents, "often go home to see" is the main theme of the Spring Festival culture, Wuhan, Wuhan Sanwu Hotel to comply with this melody, playing the "mothers do not have to work hard, the annual dinner please to the The orders for the New Year's Eve dinner had been sold out several days before. Spring Festival culture and other festival culture is really a big article, carefully study it must have a big "money".
There are festivals throughout the year, and every week there are double vacation days, manufacturers should establish a holiday marketing concept, careful study of consumer holiday spending psychology, consumption patterns and consumption trends, so that the holiday economy has become a good means of expanding domestic demand and stimulating economic growth.