Looking at the brand’s spring marketing, I discovered these marketing logics!

The once-a-year spring marketing period is here, and major brands are naturally reluctant to miss this wave of marketing opportunities. What is the specific situation? What is the marketing logic behind it? Let's take a look at the author's interpretation and analysis.

In the spring when everything comes back to life, the grass is green and the birds are singing, the spring breeze is warm, and people are ready to change into new clothes, go for outings, and so on. There is a trend of rising enthusiasm for consumption among the whole nation, which has led to a surge in the brand's "selling spring" marketing.

The brand has insight into the consumption needs of users and creates romantic marketing with brand characteristics, such as using spring-limited elements, innovating spring marketing scenes, creating a sense of spring ritual, etc., to help the brand marketing break through, allowing users to have a good mood in spring, highlighting the warmth of the brand, and achieving product renewal.

After reviewing the spring marketing of major brands, Mr. Bingfa discovered that there is more to the brand's "spring marketing" than just marketing. It is also one of the ways for brands to strongly drive consumption growth through interesting and informative marketing methods.

1. What are the ways to renew your brand through “Spring Marketing”?

Brand marketing methods vary, but the ultimate goal is to strike a chord with consumers and seize the minds of users in order to achieve the goal of dynamic sales. Looking at the brand's spring marketing, they spared no effort to play with creativity, create scenes, and dig out novel marketing elements to help the brand stand out in the fierce competition.

1. Create spring marketing scenes to make the content more immersive

Integrate the product into marketing scenarios related to spring, use the spring atmosphere to cheer people up, draw people's attention to the product by building a real experience scene, let people immerse themselves in the beautiful process of spring, use the atmosphere of revival of all things to drive the planting of grass, and then realize the sales of the product.

For example, during the Dragon Raising Festival on February 2, Yili took advantage of the popularity of outdoor entertainment and the strong interest of users in outings. Consumers would bring some small retail and small beverages with them during the fun. The core theme was "departure", and the beautiful outdoor spring scenery was integrated with Yili's products. In the process of recording the spring with the camera, the selling points of the products were cleverly integrated, and the QQ Star, Amul Yogurt, Yousuanru, Zhixuan Soy Milk products were naturally integrated with creativity and multiple elements of spring, realizing the natural placement of products in advertisements.

Image source: Brand Spring Marketing Advertisement

The brand also built a pleasant marketing scene by "selling the beauty of spring", using more delicate marketing to arouse users' emotions. In addition to conveying the warmth of the brand, it also realized the product scene, making it easier for the product to occupy the user's mind. At the same time, the brand also built a new touchpoint between the brand and users by integrating into the life scenes with young people's characteristics, so as to achieve further communication between the brand and consumers.

2. Use colors and spring limited editions to arouse users’ emotions

In addition to using clever marketing scenes to showcase the beauty of spring, communicate with consumers, and strongly promote product products, some brands are also borrowing spring colors and spring-limited floral elements and integrating them with products, hoping to catch people's attention through more brilliant colors, stimulate people's emotions, and help sales conversions.

At the same time, many brands also launch products with elements such as pink, green, and cherry blossoms in spring. These objects with spring colors can bring consumers a more pleasant and surprising product experience, allowing people to always maintain a sense of freshness about the brand, and thus make users have a strong interest in the products.

Products such as Lay's Hibiscus Sakura Shrimp Potato Chips, Hopewater's Peach Sea Salt Mung Bean Cake, Lelecha's Qingtuan Longjing Fresh Milk Tea, and Starbucks' Sakura Strawberry Macchiato, all of them have taken things related to spring to create their brand's spring story.

Image source: Haowangshui

From the actual cherry blossoms and peach blossoms to the use of pink and blue colors, and from the image of the pink healing packaging to the setting of the flavors, the brand is stimulating users' eyes and taste buds while selling spring to young people, thereby strengthening the brand's young and fashionable mindset.

3. Explore the connotation of traditional solar terms and give them brand cultural attributes

It can be said that scene marketing and the selection of spring elements are the usual methods used by brands to sell spring. In order to highlight the uniqueness of brand marketing, some brands have explored traditional Chinese elements, integrated the characteristics of solar terms in traditional culture with the brand, and endowed the brand with historical and cultural heritage.

For example, in Qia Qia’s spring marketing, the brand chose to combine the spring equinox with the raw material of melon seeds, sunflowers, to create the idea that spring is fleeting and that spring symbolizes vitality and vigor. This creates beautiful associations of spring in people’s subjective consciousness and creates a spring romance that is unique to melon seeds, making Qia Qia’s “seasonal limited edition” more popular with users and thereby generating the impetus for impulse consumption.

Image source: Qia Qia

2. Why do brands always maintain a keen interest in spring marketing?

Many brands such as Yili, Lay's, Qia Qia, Hope Water, Starbucks, Lelecha, and Yuanqi Forest have joined the spring marketing lineup, and the brand's spring "seasonal limitation" has gradually become inward-looking. But even so, why do brands still enjoy spring marketing?

1. Promote product sales through a highly ritualistic marketing approach

Life needs a sense of ritual, and the brand's spring marketing also has a sense of ritual. Brands have joined the spring marketing, firstly to create seasonal limited products to boost sales; secondly, brands use a very seasonal sense of ritual to meet the user's expectations of a sense of ritual in life. In addition, high-value, pink limited products can successfully attract young people, present a nationwide craze, and ultimately achieve sales.

2. Create a spring atmosphere and increase brand value

People don’t buy things, but their expectations. That is, what users want to buy is not just a simple product, but a product that is infused with the flavor of spring and the romance of life. Its essence is that consumers can get a more pleasant psychological experience during the purchase process.

The brand spares no effort to create an atmosphere with spring characteristics, and also wants to provide users with an opportunity to express their emotions. By launching seasonal limited products, it connects with customers and premiumizes the brand's emotional value.

3. Create social currency for the brand and achieve tap-water-style dissemination

It is obvious that the brand uses spring marketing as an opportunity to spread its influence, attract users' attention through strong visual impact, create strong interaction and topicality between the brand and users, and allow more people to participate in the topic discussion.

In addition, pink is extremely healing and can make people feel excited. It can also stimulate people's desire to share, making more people willing to take photos and post them on WeChat Moments, thereby achieving wider dissemination.

3. Write to the end

It is not difficult to see that the brand's spring marketing is not limited to the product itself, but cleverly links multiple elements such as products, marketing, spring and users' living habits, and uses limited seasons to launch new products, creating a unique interaction with users, completing the brand's irreplaceable holiday limited marketing, and making spring marketing the brand's traffic code.

Author: Mr. Bingfa

Source: Marketing Strategy (ID: lanhaiyingxiao)