Marketing Calendar | All the hot spots in January are here, you must take advantage of the trend

The first month of 2023 is full of festive atmosphere. In this month, the most anticipated event is the Spring Festival. Friends who want to do Spring Festival marketing should seize this opportunity and prepare as soon as possible. Xiaopai has also prepared some tips for holiday marketing, hoping to help you.

Time flies, 2022 is fleeting, and 2023 is coming. At the beginning of the new year, what are the important marketing nodes in January? Xiaopai has compiled a marketing calendar and activity suggestions for January, let's take a look.

1. National Festival

1. January 1st, New Year’s Day

(1) Leverage elements and directions

Elements: New Year, expectation, wish, positive energy, flag, good luck, reunion, holiday

direction:

• Customize exclusive BGM;
• Combining festive elements with products, you can feel the strong atmosphere of New Year's Day;
• Make wishes with cute animations, such as: New Year's wishes for singles, programmers, overtime workers, etc.
• Create momentum for topics, such as annual bills and annual summaries, to increase fan activity;
• By seizing the keyword "holiday", brands can launch some interesting H5s.

(2) Points to note when leveraging momentum

• Festival elements should not be confused with other festival elements;
• The atmosphere should be festive, not too dull;
• Festive elements should not be piled up or made too complicated.

(3) Reference cases

Nayuki's Tea launched a series of art projects at CUP Art Museum, "Auspicious Beasts and Good Luck Exhibition" - "Nayuki in hand, good luck with me". It combines ancient Chinese auspicious beasts with the brand to create Chinese-style milk tea and conduct brand marketing through the festive atmosphere.

When it comes to New Year's Day, most people want to eat out, but they face long queues and many people are discouraged by this phenomenon. Ele.me grasps this psychological characteristic of users and collages the APP with the waiting number to pick up the meal to make a poster. The sharp contrast gives users an extra layer of choice. You can enjoy a good meal without leaving home, and Ele.me will be your leg replacement.

New Year's Day is the beginning of a new year. All kinds of dirt and messes must be eliminated. A new year brings a new atmosphere, so the house must be cleaned inside and out. Haier considers that many people have a variety of clothes to wash at home, so it promotes dryers and highlights the theme of a new year and a new atmosphere.

2. January 14th: Little New Year

(1) Leverage elements and directions

Reunion, New Year atmosphere, house cleaning, Kitchen God worship, food, travellers, New Year goods, welcoming good fortune, homecoming

direction:

• The poster production highlights a certain custom, such as "sweeping the dust";
• Highlight the warmth and liveliness to create a festive atmosphere;
• Combine product characteristics to organically implant brands or products, create a sense of companionship, and build emotional connections;
• Explore the connotation of festivals and plan some activities such as holiday check-ins and sharing hometown folk customs;
• The north and south have different entry points, and product promotion is carried out based on the traditional food and traditional customs of the north and south.

(2) Points to note when leveraging momentum

Don’t confuse the festivals and customs of the north and south. In addition, the Little New Year in the north and south is not on the same day.

(3) Reference cases

In many people's minds, Xiaonian is a day of reunion. No matter how far away from home, they must go home to have a reunion dinner at this time. Hengjie added the traditional Chinese element of the Chinese knot to the poster and changed the shape to a circle, symbolizing reunion. In the middle of the circle, there is a person dragging a suitcase towards home, implying that the wanderers away from home will return home for the New Year.

Home is a harbor for the soul, a place that gives you energy. After working hard for a year, the wanderer is exhausted and eager to reunite with his family. For the wanderer, home is a place that brings him energy, sweeping away his fatigue and filling him with energy.

Huawei has a deep understanding of the mood of wanderers and created Huawei reverse charging, which can instantly call you with just one touch. Just like our emotions, when we are down, as long as we touch the softest part of our hearts, we will feel warm and the bad emotions will be swept away.

Jiang Xiaobai's marketing copy reads "No matter how strong the New Year atmosphere is, it cannot compare to the love between you and me". The picture shows a couple lying in front of a window, breathing on the glass and writing, showing their deep affection, which highlights the meaning of Jiang Xiaobai's copy "You are strong, I am strong".

3. January 21, New Year’s Eve

(1) Leverage elements and directions

New Year's Eve dinner, reunion, lucky money, staying up late, fireworks, health and safety

direction:

• Take advantage of the New Year atmosphere to highlight product features;
• Accurate positioning, the solution is to win the heart;
• Grafting the almanac gives the content a new lease of life;
• The reunion is sensational, and through the setting of various obstacles, the significance of reunion is highlighted to resonate with consumers.

(2) Points to note when leveraging momentum

• Differentiate New Year's Eve from the Spring Festival;
• The contents of the almanac need to be carefully consulted;
• When making posters, you should choose warm colors and avoid using colors that are too cold.

(3) Reference cases

WeBank painted various lively scenes such as fireworks, sky lanterns, firecrackers, etc. on the posters, showing everyone a happy and fulfilling family life, and also highlighting the festive atmosphere and the joy of family reunion.

In addition to setting off firecrackers and fireworks, which are full of the flavor of the New Year, the most important thing is of course eating New Year's Eve dinner together. Tmall uses the calendar to remind everyone to drink to their heart's content on New Year's Eve and eat more without getting fat. It allows users to experience the scene of a family eating New Year's Eve dinner together, which is full of warmth and laughter.

After satisfying the needs of the spiritual state, it is time to satisfy the material needs. Taobao spreads the gameplay of Taobao doubling/scanning red envelopes at key time points, and the idea that Taobao will not close during the Chinese New Year. From [Taobao internal + Taobao external], the dissemination points are uniformly captured, so that everyone can "buy to their heart's content and spend with confidence". Let everyone enjoy the joy of shopping during the Chinese New Year.

4. January 22, Chinese New Year

(1) Leverage elements and directions

Elements: New Year greetings, visiting relatives, giving gifts, red envelopes, blessings, new year, new atmosphere

direction:

• The community raises topics and uses red envelopes to interact;
• Brands can show creativity by using the zodiac image, homophony, meaning, etc. to connect their own brands;
• Workers' expectations and wishes for the new year;
• Take advantage of Spring Festival customs and conduct targeted topic marketing.

(2) Points to note when leveraging momentum

Homophones must be used with caution, for example, every mouth has a “cup” in it – a liquor advertisement; “cough” cannot be delayed – a cough medicine advertisement; inappropriate use of homophones can easily have a negative impact on teenagers and children.

(3) Reference cases

In order to show the famous scene of young people taking charge of the family during the Spring Festival, and to integrate P&G products naturally into the life scenes in the film, the creative point is based on the atypical family identity "transfer" that contemporary young people are experiencing: exchanging roles with their parents. Parents used to take care of our lives, and now it is time for us to teach them how to live a better life.

Drinking Tu Su wine depicts the national trend in the form of illustrations, and incorporates New Year elements such as unicorns, stone lions, lanterns, ribbons, and fireworks through an S-shaped composition. The atmosphere of the picture is lively and lively, reflecting the themes of "Unicorn steps on auspicious clouds, and all human troubles disappear", "One year is gone with the sound of firecrackers, and the east wind brings warmth to Tu Su", and incorporates festive elements of the Spring Festival, making it suitable for family gatherings and Spring Festival gifts.

Ubras's promotional advertisement is based on the theme of "red", from red alarm clocks, balls of yarn, red retro mobile phones that can call 2023, to red socks that can be pulled by two people, and red furry rabbit gift boxes... Ubras points out that "red" is the expectation of the new year, bringing hope and suspense to consumers. How many unknown excitements are there?

2. Solar terms and festivals

1.1.5 Minor Cold

(1) Leverage elements

Cold, plum blossoms, warmth, snow

(2) Direction of leveraging momentum

• Use a lot of warm colors to create a soft, warm and reassuring atmosphere; or add warm elements to cool colors to highlight the warmth brought by the brand through contrast;
• The big health industry can consider the direction of health preservation and health care, and posters can incorporate snowflakes, bonfires, etc.
• The beauty industry uses "hydration and anti-freeze cracking" as a marketing point to seize user needs;
• The catering industry can offer steaming hot meals from the perspective of "warming the stomach in winter".

(3) Reference cases

The 23rd solar term in the 24 solar terms is Minor Cold. In the coldest time of the year, in addition to wearing more clothes, you should also drink more hot food to keep yourself warm from the inside out. As Yonghe Soy Milk says, "A cup of fragrant soy milk warms your stomach and heart."

In addition to Yonghe Soy Milk, Yili Milk also made posters in the same way. Although it was freezing outside, the house was unusually warm. You could warm yourself by the fire and drink hot milk, which soothed your fatigue after a whole day. No matter how cold the weather was during the Minor Cold, it didn't matter.

The coldest day is the Minor Cold, but the warmest way home is the warmest. Aokang leather shoes are designed based on the needs of users. Even if the weather is cold, you don’t need to worry about it because they can bring you warmth when you go home.

2. January 20: Great Cold

(1) Leverage elements

Travel safety, snow scene, warmth, health

(2) Direction of leveraging momentum

• The poster is mainly made with cold tones, adding elements such as "snow, blue, and ice";
• The community launched topics such as #大寒养生# and #天地凉白,只有爱凉暖#, which resonated with users;
• Contrast between hot and cold, such as hot coffee in front of the window and falling snow behind it;
• The special customs of Dahan are incorporated into the posters, such as drinking porridge, pasting windows, eating glutinous rice and so on.

(3) Reference cases

The 24th solar term in the 24 solar terms is the Great Cold. Many people don’t know what to pay attention to. Chunyu Doctor reminds everyone that the weather is cold. While working hard, you should also pay attention to keeping warm and protecting all parts of your body.

"Under the stars, walk through the vast mountains and rivers; through the snow, walk through the vastness of heaven and earth." Hongqi's advertising slogan is majestic and highlights the brand's tone. No matter how cold the weather is, Hongqi cars can take you where you want to go.

In some parts of the south, the Great Cold is the coldest period of the year, and in the north it is even colder. As the saying goes, "The Lesser Cold and the Greater Cold are extremely cold", many people's hands will have frostbite, cracks, etc. in winter. Clarins hand cream poster uses snow as the background to remind users to remember to apply hand cream in winter to protect their hands.

3. Summary

The above are the marketing nodes and cases in January compiled by Xiaopai. What needs to be distinguished is that the Little New Year in the north and south is not at the same time, and there are still many differences between the north and the south. These need to be paid special attention to.

In addition, you should also arrange your schedule for other festivals, but be careful to find the fit between the brand and the festival, and don’t follow the trend blindly!

In the new year, I wish you prosperity and no worries about marketing!

Attached: January marketing node mind map, friends in need can take it~

Author: Liu Yan; Official account: Yunyingpai (id: yunyingpai666)