November is quietly approaching. How can brands take the right marketing approach?

November is coming soon, and Xiaopai has compiled a detailed marketing calendar for everyone. Let’s take a look at how brands competed in marketing in previous years.

November embraces the arms of autumn and winter, and steps into the mood of winter from the graceful exit of autumn. It also means that various festivals are approaching, and brands have to get busy. Product marketing is about the right timing and high-quality content. It undoubtedly requires a lot of accumulation to do well. Then, let's review the classic marketing cases of previous years with Xiaopai.

1. National Festival

1. Singles’ Day and Double 11 Shopping Festival on November 11

(1) Leverage elements and directions

Elements: shopping cart, single, strategy, discount, shopping, final payment

direction:

• Implement product discounts from the user's perspective.
• We plan activities around the three areas of "store, goods and people".
• Through preferential fission, old customers bring new customers to drive growth

(2) Points to note when leveraging momentum

• Understand the buyer's psychology, cleverly set discount thresholds, and achieve higher conversions.
• Conduct self-inspection of discounts before preheating to maximize the effect of the event.
• Promote at different times and extend the timeline.

(3) Reference cases

Xianyu proposed the brand proposition of "Low-carbon Double 11" and "Let idle things circulate and let surprises happen". In order to match the low-carbon theme, a "city sand sculpture invaded by the desert" and a billboard with grass were created in Shanghai TXT Huaihai, which attracted a wave of attention with a strong visual effect and vividly expressed the brand's proposition of "Don't let idle things grow grass, let grass grow where it should grow". In the carnival atmosphere of Double 11, the concept of low-carbon life was conveyed, and the brand's responsibility and commitment were conveyed.

During the Double 11 shopping festival, Weilong's "abstinence" employee went online, which made Weilong's Taobao page design popular. The man's Buddhist quotes were all over the store, which was both funny and interesting. Under the bright red store visuals and tense promotion mechanism of Double 11 shopping festival, this Buddhist selling posture was unique and very attractive.

In order to make you get a good deal on Double 11, Lin's Home Furnishings uses exaggeration to show that a small raft can pull a 50-ton ship, making the colloquial "get a good deal" concrete. The double meaning leaves a deep impression on consumers.

2. November 23rd – Thanksgiving

(1) Leverage elements and directions

Elements: gratitude, turkey, giving back, pampering fans, family love, cherishing, companionship

direction:

• Emotionally driven marketing creates deep interaction with users.
• The brand and feelings are organically combined, focusing on humanistic care and empathizing with consumers.
• Profit-sharing promotions drive purchases and establish strong brand associations.

(2) Points to note when leveraging momentum

• Create brand differentiation and advantages, and find the correct positioning in the huge flow of information.
• Gradually realize brand building and product sales through resource integration.
• Know the degree of "playing the emotional card". Using too much force may backfire.

(3) Reference cases

Ya Ying Clothing filmed a touching music video for "Everything Mom Says is True", using simple and plain plot lines to recreate the little things we do with our mothers. The children only begin to understand their mothers when they are old enough. This music video fits the theme of Thanksgiving, touches the hearts of consumers, and has achieved good results.

Gionee smartphones launched the slogan "Thanks for the battery life, starting from love" on Thanksgiving Day. The "core" and "heart" are also puns like the "worth it" above, combining the product with this special time point to accurately hit the topic.

Haier started with the three major pain points of family, love, and friendship, unlocking the lock of time for you, restoring the sadness and touching moments of the past, and capturing the hearts of consumers. Then, it implanted brand advertising content and seized the loophole of memories to sell feelings. This has both advantages and disadvantages. Perhaps this trick worked for consumers a few years ago, but now that the public consumption has been impacted by the epidemic, it is more rational and may not buy into it.

3. Black Friday, November 24

(1) Leverage elements and directions

Elements: discounts, big spending, gifts, carnivals, holiday packages

direction:

• Optimize website links, analyze budget allocation, and find out hot-selling products in the market.
• Create a shopping scene atmosphere to cater to the Black Friday theme.
• Carry out targeted promotion and traffic diversion to ensure that product discounts can be checked online.

(2) Points to note when leveraging momentum

• Conduct competition research and analyze the real needs of the target audience.
• Make sure you have adequate supply and be prepared for plan B.
• Understand consumer psychology and cater to public demand.

(3) Reference cases

Out of environmental considerations, IKEA called on customers to sell their second-hand furniture at up to half the original price during Black Friday as part of its sustainable development. In preparation for this marketing campaign, IKEA opened a second-hand furniture area in the store. This advertisement was used as a promotional window for the event to attract more customers to participate in this environmental protection plan.

During Black Friday, Patagonia launched an ad called "Don't buy this jacket". This was the first time they launched an anti-Black Friday campaign during Black Friday, encouraging people to reduce the purchase of new products and recycle the items they own. Later, Patagonia also donated the sales during the period to non-profit environmental organizations around the world, establishing its brand reputation and winning recognition from consumers.

During Black Friday, the brand Anti-Humanity took a unique and ironic approach. The only product that was removed from all websites was Literal Poop, which was sold for $6 and contained sterilized bull poop. As a result, this "product" sold over 30,000 boxes. In foreign countries, this marketing strategy may be novel and arouse the curiosity of the public, but I personally think it is not advisable in China.

2. Solar terms and festivals

1.11.8 Beginning of Winter

(1) Leverage elements

Elements: winter, warmth, companionship, dumplings, skin care

(2) Direction of leveraging momentum

• Send holiday greetings, launch new winter products, bring warmth through shopping, and enjoy benefits for the beginning of winter.
• Focus on holiday customs, such as eating dumplings.
• Take advantage of the opportunity to appeal to thoughts and love and establish a brand image.

(3) Reference cases

The marketing of Yousuanru in Lidong is a short story, which not only shows the problem of "cold" in life, but also gives the answer of warmth. In every scene, Yousuanru is not only a bottle of yogurt, but also a bond that conveys warm emotions between people. Good advertising not only conveys information, but also soothes the soul.

As the saying goes, "Eat nourishment at the beginning of winter to fill the empty stomach." This poster by Sijiumuge gives a sense of taking advantage of the momentum for the sake of taking advantage of the momentum. It revolves around snow, dumplings, and weather. There is no outstanding creative point, and the correlation with the company's products is also low. It is not a positive case.

Hanhou took advantage of the dry winter and the change in people's demand for skin care products, and launched the advertising slogan "Elastic and moisturizing into the skin, deep and luxurious protection in early winter." The symbolic brand tone also seized the opportunity. However, the advertising poster is relatively monotonous and has no highlights, and there is room for improvement.

2. Light snow on November 22

(1) Leverage elements

Elements: warmth, care, good harvest, snow, cold, health

(2) Direction of leveraging momentum

• Put products on the shelves that conform to the attributes of the solar terms and connect with the demand market.
• Light snow means a drop in temperature, so the brand takes this opportunity to deliver warmth and puts service first.
• In terms of public welfare, we can organize snow sweeping, bring warmth to sanitation workers, and build brand reputation.

(3) Reference cases

Xiaomi chose a weight scale as a carrier during the light snow season, combining snow with the product ingeniously. "Whether it is heavy snow or light snow, it is good snow if it can make up for the previous shame in weight." It is both in line with the theme and very novel and eye-catching. It closely meets the psychological needs of target users and attracts consumption.

The Weibo advertisement is very childlike and interesting. It uses the image of a child skiing as the main visual, "Let's be naughty and sincere, and use resources everywhere." The couplet-like sentence structure is catchy and easy to leave an impression. It also introduces the main functions of the product. Overall, it is a good advertising idea.

Chunyu Doctor’s advertisement taking advantage of the light snow is also very interesting. “The rainbow disappears, and winter comes. During the light snow season, the temperature drops. Pay attention to a healthy diet and open windows for ventilation when it’s cold~” It not only achieves the purpose of “sending warmth” to users, but also clearly expresses the positioning of the app.

3. Summary

The above is the marketing summary for November. Marketing should not be rushed, but should be prioritized and carried out in an orderly manner. Differentiation in marketing can make merchants stand out in the information flow and seize the opportunity to launch appropriate activities.

The beginning of winter and the arrival of light snow also mean a drop in temperature. Xiaopai reminds everyone to put on more clothes to keep warm and avoid catching a cold while studying and working.

Author: Zhu Lunan

Source: WeChat public account "Operation Party (ID: yunyingpai666)"