Year of the Dragon Valentine's Day 2024 Marketing Guide:
1. Purpose of the activity:
1. Increase sales: Increase sales by holding special Valentine's Day events to attract more customers to buy your bakery products.
2. Enhance brand awareness: Using Valentine's Day as a special holiday for marketing campaigns can attract more attention and media coverage, which in turn can enhance your brand awareness.
3. Increase customer loyalty: By providing romantic and special bakery products and services for couples, customers can feel your care and attention to them, and increase their loyalty to your store.
4. Increase exposure: It can increase your exposure on social media and attract more people's attention and good reputation.
2. Recommendation of product selection for the event:
1. 4-inch small cake: The 4-inch cake is suitable for two people to share, which just represents the sweetness and intimacy between couples. The appearance must be good-looking, and it is best to have elements that represent love or confession in it.
2. (heart-shaped) macarons: The heart-shaped represents love, and the macarons themselves also have the meaning of love, and the macarons are colorful and rich in taste, which is a must-have dessert for romantic Valentine's Day.
3. Tiramisu: Tiramisu is a classic product in the baking industry, with the meaning of "love will take me away" to imply romance and a happy future together.
4. Strawberry chocolate: Strawberries symbolize love, and chocolate is a classic gift choice, which is combined to add a strong interest.
5. The dragon shape of the snow girl: the cute dragon shape and the snow girl are combined to attract couples to buy, showing the love and honey, the dragon shape is the representative of the mascot of the Year of the Dragon, and cute, it is difficult for a girl not to like it
3. Recommended selling points of event products:
1. 4-inch cake: the size is right, the price is moderate, few ladies can refuse the temptation of dessert but worry about body problems, but in the face of 4-inch cake, the concern will be much smaller, suitable for 2 people to share and eat.
2. The meaning of Tiramisu's "love will take me away": highlight the romance represented by this dessert and the desire of the two to move forward together, and attract potential customers.
3. Macarons represent "sweet love": the use of macarons is small and delicate and colorful to convey the sweetness and warmth of love. The beautiful gift box is also great for gifting.
4. Strawberry chocolate gift box: Chocolate is indispensable in the confession, the fusion of chocolate and strawberry, coupled with beautiful and exquisite packaging, is a very handy gift!
Fourth, the form of the activity is recommended:
1. Mini Program Spike: Carry out spike activities on Mini Programs, and set up limited-time spike activities for specific products to attract price-sensitive customers and create consumption highlights, which can not only let customers know that there are special Valentine's Day products in the store to attract customers to enter the store, but also increase the number of customers with private domain traffic.
2. Recharge discount: Provide a recharge discount program, allowing customers to recharge a certain amount in advance, get additional gifts or discounts, and lock customers, so that customers can not only come to the store to consume during Valentine's Day, but also hope that customers can enter the store for a long time.
3. [Fission Interactive] Create fission marketing interactive activities on the Qingbee enterprise platform, and participate in the lottery through customer participation in game interactions, such as retaining sweet moments, love confession and other interactive games, and realize fission promotion stores through the help of friends.
5. Recommended promotion methods:
1. Video method: You can send the pre-recorded and edited videos to Douyin, Xiaohongshu, and Channels for exposure and warm-up, and promote them in advance. Pre-publicity requires the output of more materials to obtain more exposure.
2. Graphic and text method: You can send the taken pictures with the corresponding text to the circle of friends, WeChat groups, Dianping, Xiaohongshu and other platforms, and can also be edited into official account articles for sending, publicity and promotion, and increase exposure as much as possible
In terms of publicity and promotion, we should not only pay attention to the promotion of video but also pay attention to the promotion of graphic and textual methods, especially in the promotion of private platforms such as WeChat groups, circle of friends, and official accounts, and also pay attention to the promotion of the store
6. Festival marketing materials
1. Paper posters of the store (N sheets)
2. Electronic posters of Meituan Takeaway/Eleme/Meituan/Koubei/Douyin/Kuaishou (6 photos)
3. Official account articles of store marketing activities (1 article)
4. WeChat community mobile phone poster (1 piece)
5. Advertising video played on WeChat/Douyin/Kuaishou (1)
6. Advertising audio played in the store (1 piece)
7. Brand poster of festival solar terms
Seventh, the division of labor
The above is the marketing plan for Valentine's Day in the Year of the Dragon in 2024. Merchants can choose their own marketing methods according to the actual situation, and combine customized products, event formats and promotion channels to create unique and attractive Valentine's Day events to attract and meet customer needs, improve sales performance and brand awareness.