What Is a Vacation Sweepstake?

Holiday marketing is an extraordinary period of marketing activity. It is a special activity that is different from conventional marketing. It often shows the characteristics of concentration, suddenness, abnormality and scale. How to implement, control, and evaluate festival marketing activities to better achieve goals.

Holiday marketing

(1) Promotional

It is very difficult for a festival marketing activity to be tolerant of all links, so festival marketing must be targeted, distinguishing the primary and secondary, and focusing on the terminal channel. By stimulating the two terminals of the retailer and the consumer, a straight line is formed to pull the entire sales surface.

Retail businesses include supermarkets, warehouses, department stores, commercial buildings, hypermarkets, and electronic cities. For terminal marketing activities, the main goal is to increase the retailer's product inventory, increase the counter rate, and obtain the superiority of the sales point through a series of activities. , Vivid, and effectively cooperate with manufacturers' festival promotion activities.

For consumer marketing activities, it is necessary to analyze the consumer s propensity for products, holiday consumption behavior, acceptance of promotional methods, and market attitudes towards similar competitive products, prices, and channels. The final decision is to increase new product launches. New consumers are to consolidate existing consumers through promotions or attract users of competitive brands through 4P.

Festival marketing activities must have quantitative indicators to achieve planning, assessment, and control purposes. Quantitative indicators usually include sales, market share, gross profit margin, comparison date, growth rate, repeat purchase rate, and reach rate of promotional advertisements.

At the same time, the choice of marketing communication tools is important. During the festival, fierce market competition and strong market demand make the festival marketing activities not only require companies to quickly launch marketable IT products, set attractive prices, and make it easy for target customers to obtain the products they need, but also require IT companies to During the festival, take the opportunity to strengthen or reshape its brand-new image in the market, design and disseminate information on new and unique appearances, features, purchase conditions and products, and bring interest temptations to target consumers. Cultural background, income, local culture, communication and promotion activities, and use these tools or activities to fully disclose and display this information at special times (festivals) and special locations to form extraordinary scale consumption. These marketing communication tools include the combination and optimization of advertising sales promotion, promotion by promoters. ^[1]