A marketing strategy for May, please check it out

There are many festivals in May that can be used for marketing promotion. Marketing should be prepared in advance. Let’s take a look at the marketing strategy in May before making specific arrangements~

1. National Festival

1. May 1st Labor Day

(1) Leverage elements and directions

Labor is the most glorious, pay tribute to workers, holiday arrangements, May Day holiday, travel supplies, different postures for May Day

(2) Points to note when leveraging momentum

• The brand pays tribute to workers in different fields based on its own characteristics. It can send condolences and praise for the labor behavior of traffic police, pilots, train conductors and others who are still on duty on May 1st, or combine with brand culture to pay tribute to workers in related fields.
• During the May Day holiday, online shopping platforms can hold promotional activities, such as group buying, limited-time flash sales, shopping discounts, etc., to attract people who have not traveled to consume online and increase their sense of participation during the holiday. Offline supermarkets or restaurants can also join the promotion to stimulate consumption.
• When making a holiday travel guide, in addition to introducing other cities' scenic tourist routes and food recommendations, you can also provide additional introductions to camera positions at scenic spots that are suitable for taking photos and checking in, so that people who like taking photos and checking in can get beautiful photos and leave a good impression of the city.
• Brands can leverage their own characteristics to move in the direction of travel products. For example, clothing brand stores can promote travel wear; makeup-related brands can use travel makeup to promote themselves; daily necessities stores can use long-distance travel to promote themselves, and so on.

(3) Reference cases

vivo used the slogan "Salute to the workers, you look so beautiful when you live a positive life!" and used its branded mobile phone to take a photo of various workers looking up together, implying that on this festival belonging to workers, the images of 30 workers living a positive life were recorded. Raise your head from your busy work, feel the spring air, and enjoy life!

Coca-Cola's slogan is "Stop being busy, take a break", and in the middle of the poster is a group of people from various professions who are working, sitting above the city, calling for "No work on Labor Day".

Fliggy used AI technology to draw a group of posters of different styles for many tourist destinations around the world, calling on everyone to go and see for themselves. The posters were used to attract the public to travel during the May Day holiday, and Fliggy travel was used to solve travel problems.

2. May 4th Youth Day

(1) Leverage elements and directions

Youth spirit, dreams, struggle, attitude

(2) Points to note when leveraging momentum

• Each generation has its own cultural spirit. The mental state that contemporary young people always mention is: going crazy. Brands can cater to the youth group on May 4th Youth Day and launch slogans of crazy literature to attract young people to complete each work task in a crazy state.
• Young people have a wide age range, so we can promote the beauty of different age groups and alleviate the age anxiety of young and middle-aged people. Beauty brands can promote that everyone is beautiful and age is not a problem.
• Different brands can use the attitudes and behaviors of contemporary young people to promote themselves, such as young people being both introverted and positive; both lazy and hardworking.

(3) Reference cases

Want Want brand designed a youthful image called "Shushengzai" to celebrate the May Fourth Youth Day.

As the official supplier of the 2022 Hangzhou Asian Games, Arrow Bathroom designed a poster on May 4th Youth Day. The poster features both brand products and silhouettes of a man and a woman jumping, with the slogan "Keep your passion in mind and always move forward."

The theme of the poster designed by NetEase Cloud Music for Youth Day is "Strugglers are young". The poster uses the main color of the NetEase Cloud Music logo, red, with a figure crossing the hurdle in the middle.

3. May 12th – Mother’s Day

(1) Leverage elements and directions

Mother, companionship, thoughts, blessings

(2) Points to note when leveraging momentum

• Break away from the traditional image of selfless and dedicated mothers and break the prejudice. Use the new-age mother as a topic for promotion. Brands can also interact with netizens on Mother's Day and invite them to share their stories with their mothers to attract the public's attention.
• Brands can launch gift sets such as "Must-have gift list for Mom", "Mom's sweet little cotton-padded jacket", "You can let it accompany Mom when you are away" in advance near the festival to attract audiences to place orders and achieve publicity effects.

(3) Reference cases

Uniqlo Japan and Asahi Shimbun published the monologues of Chibi Maruko and her mother on pages 6 and 23 of the Asahi Shimbun on Mother's Day. The two pages seem far apart, but as long as readers remove the newspaper sandwiched between them, they will find that the pages of the two are actually connected. It feels like the two are in dialogue.

Pantry's Best launched the "How do you celebrate with your mother" campaign on Mother's Day to promote the diversity of mothers. It combines various cakes, various flower types, and various festive atmospheres to meet the expectations of various mothers for Mother's Day. More importantly, the Mother's Day special cakes that can be ordered have also changed from a single style to multiple styles. The childlike, romantic, and girly styles enrich the level of the festival. Further promote the diversity of mothers.

The PX Welfare Center released a Mother's Day poster titled "A Complete Record of a Mother's Split Soul", "Have you ever seen these fickle faces of mothers?" The contrast between the mother's two attitudes draws out the mother's love for her children, and then expresses the blessing of a happy Mother's Day.

4. May 20th is Cyber ​​Valentine’s Day

(1) Leverage elements and directions

Love, Youth, Confession, Courage

(2) Points to note when leveraging momentum

• The brand can start from the perspective of "love", which can be the naive love of youth, or the emotional tug of adults; of course, it can also talk about love from the perspective of family affection, expressing love loudly to parents, or it can be the love of friendship.
• Online Valentine's Day can be a chance for brands to express their "love" to each other. For example, sub-brands under a brand can interact and "compete for favor." Humorous and witty expressions are more likely to attract the attention of the audience.
• Brands can design May 20 Valentine's Day packages, design items related to couples, and combine them with brand content for promotion.
• Reverse marketing: on May 20, target users at singles and promote “It’s better to spend money on yourself than on men” and “People who love each other don’t even talk about it”. For example, food delivery platforms can promote their products with topics such as “Love can come later, but food delivery can’t”.

(3) Reference cases

On May 20, Kiehl's, together with GQ and China Youth Daily, joined hands with 30 universities and brand ambassador Xu Guanghan to specially plan the brand's first micro-film "Confession" for the graduates of 2023. Graduation is a grand farewell, and Kiehl's uses this real and moving image to encourage everyone to express their love on May 20, and let confession replace farewell.

The "Honor of Kings" co-branded I Do 520 diamond ring uses the unique design of a princess ring and is inspired by the color scheme of the Honor of Kings skin.

Xianyu, as a large platform for persuading people to break up, when other places are surrounded by the romantic atmosphere of 520, on Xianyu, a group of young people are reselling gifts overnight. "Given by boyfriend", "Given by dog", "Brand new and unopened". Each keyword of the product listed on Xianyu tells us a story of love resentment. And this behavior is also defined by us as "Xianxue", which is a new trend for young people to manage their lives on Xianyu. Xianyu took advantage of 520 to launch Xianyu's annual cultural IP "Xianxue Behavior Award" and proposed the theme of 520 Xianxue based on the insights of young people on Xianyu on 520: A chance encounter, which means that the person who posts on Xianyu immediately after receiving a gift on 520 has only met the gift once.

2. Solar terms and festivals

1. Beginning of Summer

(1) Leverage elements

Summer, growth, vitality, sun protection

(2) Direction of leveraging momentum

• Summer is full of vitality. The brand’s promotional posters can express the vitality of summer through green tones, or use cool colors to achieve a cooling and refreshing visual experience to promote summer drinks.
• It is the beginning of summer when everything is flourishing, which means summer is coming. Clothing brands can prepare summer wear in advance; food industry brands can launch refreshing foods; some brands can promote sun protection.
• Reverse marketing: As summer approaches, you can promote winter clothes at low prices to clear out inventory and reduce inventory pressure.

(3) Reference cases

How can we make different audiences search for seasonal activities during the beginning of summer? According to the product composition of different category structures, the public account dissemination of the head brand and Douyin Weibo, etc., a series of dissemination actions are carried out, Douyin influencer promotion, WeChat Moments dissemination, and dissemination to different groups to carry out seasonal search volume. Through the different requirements of the season, peripheral design is carried out to achieve a greater dissemination effect.

Renrendai’s promotional poster uses green and blue as the main colors. The growing lotus leaves and watermelons on the ground make people feel the arrival of summer.

Chunyu Doctor designed a poster based on the weather of the Beginning of Summer and reminded the public to pay attention to thunderstorms.

2. May 20th: Grain Full

(1) Leverage elements

Maturity, heat and humidity protection, health preservation

(2) Direction of leveraging momentum

• During the Grain Full season, everything is lush and growing vigorously. The human body's physiological activities are also at their most vigorous, and the nutrients consumed are more than in other solar terms. Food brands can launch meals such as heat-clearing and nourishing to promote them in line with this.
• At this time, plants are growing vigorously, and brands can combine plants with products to make related posters, or they can further promote the brand products by combining the plants used.
• The arrival of Grain Full means the beginning of the rainy season with heavy rainfall. The weather is humid and we should pay attention to dehumidification and moisture prevention. Related brands can use this as an opportunity for publicity.
• 520 is homophonic to "I love you", which can be combined with the word "man" in the Grain Full solar term for promotion, "520 Grain Full and Perfect", and businesses can use this to carry out promotional activities.

(3) Reference cases

Ele.me proposed the "Little Satisfaction Day" during the Xiaoman solar term, using the sense of ritual of a niche season to let users have a new way of playing with small satisfaction. "Little Satisfaction Day, Big Satisfaction!" The catchy slogan not only promoted the Xiaoman solar term but also promoted the food delivery platform and its food.

Tao Piaopiao’s movie “Hot” released a poster during the Grain Full Festival, promoting both the Grain Full Festival and the upcoming movie in the summer.

In the poster of the Grain Full solar term, Didi Chuxing incorporates elements of wheat fields into the picture to reflect the characteristics of Grain Full. At the same time, it uses green and orange from the brand color scheme as the main colors to create a pleasant and refreshing atmosphere.

3. Summary

The focus of promotion for different festivals in May is different. Remember to associate the brand's own characteristics with the festivals, and do not promote blindly. There are many festivals in May, so promotion should be planned in advance and pay attention to the reasonable use of time.

Author: Zhen Ruwen WeChat public account: Operation Party