In September, brands rely on these 5 keywords to grab traffic!

How can brands use innovative strategies and event opportunities to attract consumers' attention and enhance brand influence and market share? This article will tell you how brands can break through in the fiercely competitive market from five aspects: joint marketing, innovative press conference formats, collective promotion of domestic products, holiday marketing and major events.

Against the backdrop of consumption upgrades and changes in user consumption habits, brands need to use innovative marketing strategies to attract target users in order to help them achieve breakthrough marketing in the highly competitive market.

If a brand wants to seize market dividends and become the common focus of consumers, it needs to pay attention to market trends, social hot spots and new marketing opportunities to serve brand marketing.

The past September was full of excitement in the marketing circle. How did brands take advantage of the huge traffic brought by social platforms, major events and traditional festivals?

Today, Mr. Bingfa has summarized 5 key words to help your brand go viral, hoping that it will be helpful for your future marketing.

1. Joint marketing: Moutai+

When co-branded marketing seemed to have run out of tricks, the co-branding of Moutai, Luckin Coffee, and Dove brought unexpected surprises to the marketing market, created dozens of hot search topics, and helped domestic brands to gain popularity. The cross-border co-branded marketing model of Moutai+ combines traditional liquor with modern coffee and chocolate elements, breaking the limitations of traditional co-branded marketing and giving consumers a refreshing feeling. In addition to the novelty of the co-branded model, the co-branding of Moutai, Luckin Coffee, and Dove also offers consumers new products, bringing a new taste experience and visual enjoyment.

What is so unique about Moutai+’s joint marketing that wins the attention of the audience?

Innovation : The joint marketing model of Moutai+ breaks through traditional thinking and cleverly combines seemingly unrelated brands together, allowing the highly differentiated joint brand to bring consumers a new consumption experience.

Complementarity : Moutai Liquor, Luckin Coffee and Dove Chocolate each have their own characteristics and advantages, and the Moutai+ cooperation model achieves complementarity and win-win results among brands, and improves the brand's competitiveness among competing products.

Topicality: Differentiated co-branded marketing itself can generate a large number of hot topics and discussions, increase brand exposure and attention, and naturally attract more consumers' attention.

2. Huawei Press Conference: Innovation and Technology

It can be said that the joint marketing model of Moutai+ uses differentiated and innovative joint brands to make people shine, arouse the curiosity of the public, establish effective topic discussions and consumer experience, and help the brand marketing to go viral. Huawei's press conference broke the model of conventional brand press conferences, bringing a highly technological and cultural press conference feast to people's eyes, meeting the expectations of the public.

Huawei's autumn press conference this time is full of highlights.

Technology "core" : The reason why Huawei's autumn conference is highly anticipated is that the products themselves are expected by consumers. First of all, thanks to the use of "Chinese cores" in its products, from the use of Kunlun glass to the use of basalt architecture and ultra-durable brocade fiber, more people have seen the independence and technological advancement of China's scientific and technological research and development. Secondly, Huawei's technological breakthrough is a major breakthrough achieved by the brand after breaking the blockade, a further sublimation of China's technological dream, and a strong improvement of the national temperament.

Extraordinary products : In order to build momentum for the products and highlight the excellence of the products at this press conference, Huawei teamed up with "Extraordinary Master" Andy Lau to talk about the extraordinary quality of the products. Firstly, Andy Lau's surprise appearance at the press conference made the press conference more interesting. Secondly, Andy Lau has excellent acting skills, and this time he was given the identity of "Extraordinary Master", which easily made people think of the extraordinary nature of Huawei's new products.

In addition to the trustworthy and novel product quality, the format of the entire press conference is also novel and unique enough.

New format of press conference : In most cases, brand press conferences are followed by product pre-sales/sales, but Huawei’s press conference format was to sell the product first and choose the special day of September 25 to hold the press conference. Its novel press conference format is eye-catching and has won high attention for the brand.

3. Domestic products are collectively popular: many domestic products are sold out

Huawei's technological breakthroughs have made the domestic consumer market more lively. However, in September, the domestic consumer market saw a phenomenon of "many companies are happy while one is sad" .

After the Huaxizi incident, consumers shifted their attention to the identities of multiple domestic brands. Domestic brands represented by Deli, Fenghua, and Huoli 28 ushered in new opportunities. Many domestic brands began to sell their products in the brand's live broadcast rooms, which led to a surge in consumption in the domestic market.

At the same time, during this incident, major domestic brands also helped other domestic brands to spread in the live broadcast room, forming a new trend of banding together for warmth. It also allowed consumers to see a new pattern of mutual dissemination of domestic brands, which made domestic products sell like hot cakes and helped domestic brands to collectively break out of the circle.

In the new consumption era, domestic brands should not only focus on product quality, but also continuously improve their competitiveness. The way brands promote each other to expand their voices will help expand the market share of domestic brands. As consumers' awareness and confidence in domestic brands continue to increase, changes in consumption tendencies will inevitably encourage domestic brands to continue to improve and provide consumers with more high-quality products.

4. Festival Marketing: Double Festival Marketing

Domestic products are selling like hot cakes, allowing more people to see the charm and possibilities of traditional domestic products, and also attracting much attention to traditional culture. With the advent of the two festivals, the cases of Mid-Autumn Festival marketing are particularly eye-catching.

1. Baidu: Using taste to evoke the public’s homesickness

Baidu uses "hometown flavor" as an entry point to evoke the homesickness of migrant workers.

"Every festival makes me miss my family more", this is the common sentiment of the ancients during traditional festivals. Baidu used "hometown flavor" as a marketing entry point in the warm topics such as reunion and homesickness, and aroused the resonance of the public in a more warm way. At the same time, comedy + reversal was incorporated into the content to alleviate the homesickness of migrant workers. Baidu also used a softer way to create a warm communication atmosphere, making the brand's holiday marketing more warm.

2. Tmall: The “Conspicuous Bag” in the Mid-Autumn Festival Good Luck Marketing

Baidu took advantage of the Mid-Autumn Festival to make the communication atmosphere warmer and the content more interesting. Tmall gave the Mid-Autumn Festival marketing a sense of luck, making the brand a "visible bag" in the Mid-Autumn Festival marketing.

During the Mid-Autumn Festival, Tmall targeted the psychological needs of young people to "seek good luck" and used the #天猫刚子摇# event to collect Mid-Autumn Festival blessings for young people. Before the event started, the brand first publicly collected "Mid-Autumn Festival Gang Looking Announcement", and then posted a Weibo to play with many brands, forming a marketing fission, successfully gathering many groups such as brands, KOLs, consumers and brands, making Tmall's Mid-Autumn Festival marketing a hot and cross-circle marketing event.

3. Creative Mid-Autumn Festival gift boxes highlight the warmth of the brand

In addition to TVC and event marketing, many brands choose to launch Mid-Autumn Festival gift boxes to reward their employees, which satisfies the Chinese habit of giving gifts and blessings during traditional festivals, demonstrates the brand's warmth, and provides social currency for the brand, providing a new round of marketing opportunities for the brand.

5. Asian Games

Traditional festivals attract the attention of the whole nation, and under the trend of health, consumers also pay special attention to sports. The Asian Games, which is being held in full swing, is also attracting the attention of the whole nation.

Currently, the popularity of the Asian Games on social media remains high. According to the WeChat Index, the index for "Asian Games" was the highest on September 24.

The public's influence on the Asian Games is mainly reflected in two aspects: on the one hand, the public pays close attention to Asian Games events , such as table tennis, badminton, swimming, diving and other events; this has allowed brands to see the benefits, with brands represented by Alipay, Anta, 361°, and Yili becoming the title sponsors of the competition, which not only brings traffic to the brands, but also allows the brands to achieve brand-effect integration with the help of major events; brands represented by Luckin Coffee were the first to sign sports stars, saving "traffic" in a roundabout way, trying to gain traffic for the brand.

On the other hand, the Asian Games boosts the economy , which is due to the characteristics of sports itself. Sports itself has the characteristics of wide participation and experience, coupled with the promotion of pan-entertainment and social networking, the Asian Games can effectively drive public participation and consumption, and have a direct impact on the sports industry, cultural tourism consumption, hotel and catering and other consumption areas, thereby promoting the development of various industries such as sports, catering, cultural tourism and so on.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War (ID: lanhaiyingxiao)"

This article was originally published by @銷兵法 on 運動派. Reprinting is prohibited without permission.

The title image is from Unsplash, based on the CC0 protocol.