August overseas hot marketing calendar: seize these 7 nodes and let your products take off!

For e-commerce, games, interactive entertainment, finance, beauty and other products that are about to or have already gone overseas, it is very important to seize marketing hotspots, stimulate communication, increase exposure and promote growth. This article focuses on the hot marketing nodes in overseas countries in August , which is worth paying attention to and collecting!

1. Overseas hot marketing nodes in August

Late July to early September: Fall back to school season

August 4th, International Beer Day

August 5-9, Amazon Indie Sale (India)

August 9, National Day (Singapore)

August 11, Mountain Day (Japan)

August 12, Mother’s Day (Thailand)

August 13, Father’s Day (Brazil)

August 15, Assumption of Mary (religious holiday)

August 15, Children’s Day & National Epidemic Prevention Day (Brazil)

August 15, Liberation Day & National Day (South Korea)

August 17, National Day (Indonesia)

August 23-27, Cologne Gamescom (Germany)

August 30, Obon Festival (Japan) August 31, Independence Day (Malaysia)

2. Back to School Season from the end of July to the beginning of September

Markets involved: Global

Keywords: back to school, start of school

The overseas back-to-school season is divided into spring and autumn, of which the autumn back-to-school season takes place at the end of July and the beginning of August each year. Since many overseas consumers are accustomed to centralized purchasing before students return to school each year, a peak consumption season has been formed over time, mainly for clothing, electronic products, shoes, school supplies, sports and outdoor activities, etc. Therefore, for overseas brands, it is crucial to layout the primary and secondary school and university markets in advance during the school season and seize the target consumer groups. In this process, mom and parenting KOLs are undoubtedly an excellent way to reach parent consumers, especially for emerging brands. Single product recommendations, series recommendations and strategic partnerships can help them gain recognition among young parents.

3. 8.3 International Beer Festival

Markets involved: Europe, America, Africa, Australia

Keywords: back to school, start of school

The first Friday of August every year is International Beer Day. This festival for drinking summer beer began in 2007 as a small-scale folk celebration in Santa Cruz in southern Arizona, USA. It has now become a global festival covering six continents including Europe, America, Africa and Australia. When International Beer Day is approaching, a large number of posts with the tag #internationalbeerday will appear on overseas social media. The content of the posts is filled with a relaxed and pleasant atmosphere, each with its own style. Brand owners will also implant their own brands, products and services into the content, and take advantage of the opportunity to do a wave of content marketing. For example, the lighter brand Zippo’s post on International Beer Day uniquely used a very personalized lighter designed for beer lovers, and naturally directed interested people to the shopping website in the copy:

4. Great Freedom Sale on August 5-9

Markets involved: India

Keyword: big promotion

Amazon's Indian Independence Sale is based on India's Independence Day, and this year's time is from August 5 to August 9. During this period, all product categories can enjoy super discounts of up to 80%, and some products can also enjoy additional discounts. Sellers who want to make a lot of money from this event can start designing a special advertising plan from now on. For example, the origin of this event is closely related to India's Independence Day. Merchants can add more free and independent keywords to highlight this event when advertising. In addition, for sellers with branded social media and their own private domain traffic (such as WhatsApp, email subscription), they can also start planning to release event preheating information.

5. 8.12 Mother's Day The Queen's Birthday

Markets involved: Thailand

Keywords: Respect for mother, maternal love, Queen's birthday, jasmine

Thailand has designated August 12, the birthday of Her Royal Highness Queen Sirikit of Thailand, as Mother's Day. On the day of the festival, all government agencies and schools are closed and celebrations are held to teach young people not to forget their mothers' "nurturing grace". The fragrant and white jasmine is regarded as the "mother's flower" and children offer it to their mothers with both hands to express their gratitude. During this period, major shopping malls have discounts and promotions, and there are Mother's Day activities in the streets and alleys. When using social media for marketing, overseas e-commerce companies are recommended to bring the Mother's Day #theme tag and add keywords such as "Mother's Day", "Mother's Day gifts", and "Mother". Or launch Mother's Day promotions on social media platforms to maximize the shopping atmosphere.

6. International Children's Day

Markets involved: Brazil

Keywords: honoring father, flowers, gathering

Father's Day in Brazil is celebrated on the second Sunday of August every year. At that time, young people organize parties and invite their fathers to participate. They present flowers to their fathers, and then prepare a sumptuous lunch for their fathers to share. During this period, Brazilian shopping malls are crowded with people, and young people choose their favorite gifts for their fathers on this day. Among them, clothing and shoes, alcoholic beverages, electronic devices and other products have always been popular, and clothing and shoes have always been at the top of the list. Therefore, if the target market of your overseas brand happens to be Brazil, you can use influencers to promote your products and services as Father's Day gifts at any time. However, since Father's Day is not a commercial event, it is better to focus on content that attracts people, arouses emotions and inspires customer loyalty, rather than content that does not sell well.

In a previous Father's Day short video, clothing brand Under Armour invited football player Bryce Harper to talk about what he learned from his father.

7. 8.30 Obon Festival "おぼん"

Markets involved: Japan Keywords: ancestor worship, prayer, reunion, travel

Japan's Bon Festival is on the 15th day of the seventh lunar month (in some places it is on the 14th day of the seventh lunar month). It is the most important festival in Japan besides the New Year. Before and after the festival, Japanese schools and companies generally have a week or two off, which is called "Bon Rest". People will rush back to their hometowns to sweep the graves and worship their ancestors. In some places, they will also perform the traditional "Bon Dance", which is similar to Japan's Tomb-Sweeping Day.

The Obon Festival and the period after the festival are important sales peak seasons. On the one hand, in mid-July, most Japanese companies have just issued mid-year bonuses to their employees, and consumers have a large cash flow; on the other hand, September is the start of the school year, and primary, middle, and high school students need to replenish their study and living supplies. In addition, there are summer festivals and autumn festivals in various places, and campus festivals in various middle and high schools, and the demand for various supplies has increased significantly. For Chinese brands going overseas, the first thing to do is to break the misunderstanding of the Obon Festival: it is not only a time to worship ancestors, but also a good time to travel and social consumption. In addition to launching discount promotions, brands can also make targeted adjustments. First, in view of the local culture and customs of Japan, we can select products needed for visiting relatives and friends and dining together, such as fresh and cooked food, alcoholic beverages, etc.; second, in view of people's needs for traveling and reunion, we can launch a variety of scene-specific product combination theme displays, such as outdoor sportswear and equipment, outdoor leisure, simple meals, etc.; third, we can set up lucky blind box draws, big wheel draws and other activities, and users can draw prizes and claim them offline, which can not only attract offline traffic, but also increase event exposure. It is recommended to set up some attractive prizes to attract user participation.

Fourth, in conjunction with the festival theme, brands can hold a selection event on social media. For example, the organizer can launch a quiz event with themes such as "What are the customs of the Yulan Festival? What should we pay attention to when worshiping our ancestors?" and can also set up physical prizes or virtual coupons based on the correct answer rate. This can stimulate user enthusiasm for participation and achieve good brand communication effects.

8. GamesCom, August 23-27

Market involved: Gaming industry

Keywords: games, exhibition

Gamescom is a large international exhibition that focuses on game hardware, software, information software and equipment, related media and services. It is held every year in Cologne, Germany. The organizer is the German Federal Association of Interactive Entertainment and Digital Electronics. In 2009, the conference decided to change the venue to Cologne, the fourth largest city in Germany. After changing the venue, influenced by the entire city of Cologne, Gamescom has become the largest and most influential game exhibition in Europe. It has continued to develop to become one of the most watched exhibitions in the global industry. It has also become the largest game industry business platform in Europe. Exhibitors include game giants such as Ubisoft. In 2023, Gamescom will be held in Cologne and online from August 22 (Tuesday) to August 27 (Sunday).