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中国营销网:节日营销新拐点从广而告之,到广而认知

2019-08-10 09:51来源:中国营销网责编:段良

中国营销网www.yingxiaon.com:节日营销新拐点从广而告之,到广而认知
正如每个人对自我认知,存在真我与本我的差异,我们对于事物和现象的认知,同样有着认知上偏差。
Just like everyone's self-perception, there is a difference between the true self and the id, our perception of things and phenomena is also cognitive biases.
例如谈到最受关注度的节日,必然回想到春节——中华文化中最具分量的节日,一个客观维度便是,在传统电视媒体制霸的时代,央视可谓最TOP的流量主,春晚标王之争可谓是千金散尽,一夜之间将一个地区品牌带向全国。诸如秦池酒、爱多VCD和小霸王等品牌,争相加入到这场必胜的“豪赌”。
For example, when we talk about the most popular festivals, we must recall the Spring Festival, the most important festival in Chinese culture. An objective dimension is that in the era of traditional TV media domination, CCTV is the most TOP traffic owner. The contention for the king of the Spring Festival Evening Gala can be said to be the end of thousands of gold, bringing a regional brand to the whole country overnight. Brands such as Qinchi Wine, Addo VCD and Little Overlord are competing to join the winning gamble.
至今,节日营销依旧是品牌推广的主阵地。而当一件事情成为主流,其内部也在不断分化,同时也在不断修正我们对于“节日权重”的认识。
So far, festival marketing is still the main position of brand promotion. When one thing becomes the mainstream, its internal differentiation is also continuing. At the same time, we are constantly revising our understanding of the "festival weight".
朋友圈:信息流化的人设
Friendship Circle: Personnel Establishment of Information Fluidization
2019年过半,通过对比几个重要时间节点,我发现“2.14情人节”的微信指数最高,甚至超过“春节”的微信指数。可以看出“爱情”主题相关的节日,在国人间的热度,甚至有超过传统节日的趋势。
In the past half of 2019, by comparing several important time nodes, I found that "Valentine's Day 2.14" has the highest micro-communication index, even exceeding the "Spring Festival" micro-communication index. It can be seen that the festivals related to the theme of "love" are more popular in the world than traditional festivals.
而在数据之外的另一个维度,便是“情人节”本身的发展。正如金融市场繁荣的一个重要标志,便是金融衍生品的繁荣。“情人节”本身也在不断衍生,西方情人节(2.14)、白/黑/银/绿色情人节、七夕、520等“爱情”主题的节日层出不穷。
Another dimension beyond data is the development of Valentine's Day itself. Just as an important symbol of the prosperity of financial markets is the prosperity of financial derivatives. "Valentine's Day" itself is also constantly evolving, Western Valentine's Day (2.14), White/Black/Silver/Green Valentine's Day, Qixi, 520 and other "love" theme festivals emerge endlessly.
为何情人节如何聚集强大流量,这与当代社交语境中的人设建立,以及节日本身所具有的仪式感高度相关。
Why Valentine's Day gathers strong traffic is highly related to the establishment of people in contemporary social context and the sense of rituality of the festival itself.
朋友圈是信息流化的人设。正如每个品牌会重复一个关键信息,一个重要的利益点,通过不同的内容形式持续输出品牌理念。我们作为每个独立的个体,也会通过不同的内容形式,将自己希望呈现的一面输出在朋友圈——由亲密关系组成的社交网络中,通过不同的内容维护自己的形象。
Friendship circle is set up by people with information flow. Just as each brand repeats a key message, an important point of interest is to continuously export brand ideas through different forms of content. As each individual, we can also export the aspect we want to present in the circle of friends, a social network composed of intimate relationships, and maintain our image through different content forms.
而情人节本身的仪式感,也服务于一个更大的主题,即在一个浪漫和安全感缺失的时代,我们生活仪式感的感知是弱化的。而情人节所具备的浪漫气质,能满足人们从日常中抽离出来的情感需求,以及"被爱"的情感依赖。在这种需求被满足之后,人们会衍生出炫耀“晒图”等行为,获得点赞评论等形式的社交认可的同时,也在攀比中获得幸福感。
Valentine's Day's sense of ritual serves a larger theme, that is, in an era of lack of romance and security, our sense of ritual in life is weakened. The romantic temperament of Valentine's Day can satisfy people's emotional needs and emotional dependence of being loved. After this demand is met, people will derive the behavior of showing off "drawing" and other forms of social recognition, such as praise comments, while also gaining happiness through comparison.
例如以各种套盒限量斩男色刷屏的YSL,便在各个爱情主题相关节日点上,不断传递"为爱限定"的品牌诉求。从情人节一箭猎心香色随行礼盒、520敢爱冲动示爱礼盒到以爱为妆2支方管七夕限定礼盒,YSL通过视频、多图的形式呈现内容,通过小程序实现销售转化,持续沉淀私域流量的同时,也通过在朋友圈的持续曝光,能够为YSL积攒社交货币和话题,收到礼物的受众当然也愿意传播有话题性的内容。
For example, YSL, which chops the male color brush screen with a variety of sets and boxes, continuously conveys the brand appeal of "Limiting for Love" on festivals related to various love themes. From Valentine's Day's one arrow hunting heart fragrance accompanying gift box, 520 dare love impulse show love box to love as the makeup of two square tube Qixi Limited gift box, YSL presents content through video, multi-graph form, through small procedures to achieve sales conversion, continuous precipitation of private traffic, but also through continuous exposure of the circle of friends, can accumulate clubs for YSL. Give money and topics, and the recipients of gifts are certainly willing to disseminate topical content.

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