Introduction: The giant rose of Valentine's Day allows users to take the initiative to advertise.
Editor丨 Outdoor advertising internal reference
Picture 丨OOH
I don't know if all of you have been brushed by the giant rose on the hot search list on February 14, this giant rose appeared outside the Wangfujing shopping mall in Changsha, attracting passers-by to punch the clock, and quickly fermented on the Internet, causing discussion. It is such an ordinary holiday marketing, why can it be out of the circle?
Image source: Weibo
Source: Rosenina public account
This has to say how important the festival event is for outdoor advertising, all the main consumption of the mainland people is generated in the festival, the holiday consumption power is several times that of the usual day, at this time to do a good job of brand marketing is the most important.
According to an NRF (National Retail Federation) survey, in 2022, 53% of U.S. consumers plan to celebrate the holiday, with spending expected to reach $23.9 billion, while consumers spend an average of $175.41 on Valentine's Day programs. It was also Valentine's Day 2022 as the NRF's second-most expensive year since the statistics began in 2007. The significant increase in spending power illustrates the importance of marketing.
In addition to consumption power, the exposure obtained at this time is also the highest, and the brand can tap more potential users and maintain the brand image.
In the first two years, Changsha's overwhelming chef advertisements, as large as LED screens, as small as elevator advertisements, basically in Changsha where there is more traffic can see its figure. Although it is indeed out of the circle, not every brand side has enough budget to use money to smash out the popularity, so it is especially critical to use the holiday marketing to become popular.
For example, last year, the love traffic light and the love zebra crossing became phenomenal events, gaining super high attention and exposure, and the cumulative reading volume of Weibo reached 10.505 million. All of this tells you that "1 may become 100"
01
Emotional marketing strengthens the brand image
Speculating on the user's holiday psychology is a very important part, and the outbreak of user emotional needs can effectively improve the consumption power of the festival. However, as an indispensable item for Valentine's Day, flowers have always been a symbol of romance and love, and this giant rose on the street just captures the needs of the majority of users on Valentine's Day for romance.
In fact, as early as 2013, Wilkinson planned the street rose wall for free on Valentine's Day, the event fund is not high, but the rate of return is unexpectedly high, and a key point is that it captures the needs of most users.
The giant rose wall is a good way to meet the needs of modern people for "romance", and with the rise of Small Red Book, Douyin, Weibo network platform, young people are inseparable from various social platforms, and taking photos and punching cards has become a part of daily life for them. The emergence of the giant rose has created a Valentine's Day punch card mecca to provide users with a romantic atmosphere and inspire them to take the initiative to upload to social platforms to "share romance".
In addition to the interactivity of taking pictures, emotional needs are also critical. In addition to the crowds in the bustling May Day business district, the holiday atmosphere is the most complete. This complete specific performance in the festival atmosphere is strong, multiple brands are doing marketing here at the same time, at this time the flow of people is absolutely exponentially increased, so that the brands can benefit and win-win, get high flow and high exposure.
Therefore, advertising and marketing must learn to inject emotions and stimulate people's emotional experience. Taking the Spring Festival marketing as an example, every year during the Spring Festival, major brands have used various elements of the Spring Festival, but there are few family scenes that can make a real homecoming, but Leshi this year makes every user have a sour nose.
"There is a family and there is fun", this year's Spring Festival happy event is really to pass the warmth to everyone, it starts from the perspective of grass-roots civilians, the filmed propaganda film has been pushed to the top, and in Douyin has triggered countless original remakes, the topic on the Douyin platform has been played as many as 3.52 billion times, and even CCTV News has also been remade.
With sincerity in exchange for praise, Leshi's Spring Festival marketing has magnified the IP countless times, and it has also effectively enhanced the brand image.
So no matter what kind of marketing, grasping the user's emotions must be right
02
Innovation is the productivity of explosive advertising
Valentine's Day sends flowers every year, but every year to send flowers users will be habitual, the interest is gradually not high, because everyone is doing, so innovation is very critical. Don't change the soup and don't change the medicine, but still use the creativity of previous years, the decisive factor in order to break through in a lot of marketing is creativity.
With the flow of people, innovation is your core competitiveness. Just like LED advertising in the same area, some ads have higher exposure, and some are worse off, so we must pay attention to it, because the core of outdoor advertising in addition to the flow of people is creativity.
And now outdoor advertising is not limited to the background board, more pursuit of interactivity and visual impact and form of expression. Last year's Tanabata alone had as many as 72 marketing cases, and if you want to rely on outdoor advertising to stand out in the public node, you must first find differentiation from other advertisements.
Coca-Cola once had a classic marketing case, launched a stealth vending machine on Valentine's Day, and when the couple passed by, romantic ads would be lit up, which shows that outdoor advertising has long been not rigid.
Last year, even the luxury Prada played a cross-marketing and cooperated with the wet market. Bring luxury brands into life, let everyone get close to the Prada brand, the activity is very high, and the market is "difficult to find" for a while.
Therefore, the most feared thing about outdoor advertising is not that there is no traffic, but that the same is tired, so boldly use your imagination.
03
Combine offline and online to create high-traffic ads
Offline advertising is often not just about using offline traffic to make an impression. Like this giant rose to achieve from offline to online secondary or even tertiary marketing, through customer photos, punch card to various social platforms, can continue to get exposure, this time it has not only been used as a traditional offline outdoor advertising, but as a carrier and new media combined.
This spontaneous online secondary communication is more effective than direct online advertising marketing, because these are spontaneous sharing by users. In today's world, users have the ability to identify information, rather than a direct advertisement, they are more willing to choose some real sharing, so it can become a phenomenon-level event, are traceable.
Combined with online marketing, tap more possibilities of offline advertising, which is an inflection point for outdoor advertising, but also a qualitative mutation, it makes outdoor advertising not "traditional", the past outdoor advertising is mainly to consider the user's visual or tactile sense, but now smell, taste, hearing also began to become part of advertising marketing. For example, Kraft Food once laid a few drops of specially treated sesame oil droplets in the advertising insert of the magazine, as long as it is rubbed, it will produce a specific taste, turning the magazine, the aroma of the cream cake will spread out, which can quickly arouse the user's appetite.
Speaking of offline online marketing combined with the Chongqing 3788 naked-eye 3D that must be mentioned, using the characteristics of Chongqing Net Red City to create an immersive visual experience of "light rail through the building", triggering countless people to punch in, countless users spontaneously spread rapidly on the Internet, resulting in this video instantly appearing on Weibo hot search, and the highest topic reading volume exceeded 50 million, and the number of vibrato plays was close to 30 million.
Source: Zhihu
The naked-eye 3D video also received live coverage from CCTV's Night Tour of China.
Offline advertising can drive online communication of marketing activities, no doubt can be seen all created into popular events, so advertisers must understand the importance of multiple communication marketing.
Summary: There is never no shortage of marketing in the festival, but as an advertiser, if you want to make a hit in the festival, you must keep pace with the times and walk in the forefront, learn to innovate and understand the needs of users, not only limited to the thinking and practices of traditional advertising.
Author:VV 丨Visual:Deep Sea
Preliminary Review: Yi Han, Zhang Xiaoyu
Final Judges: Ouyang Yu, Wu Bin
Producer: Ouyang Yu