International Women's Day is the first big promotion node after the year, and it is a must for brand marketing! However, many brands are difficult to make impressive advertisements, and they are also prone to overturning! If you are not careful, you will fall into the ** whirlpool that everyone shouts and beats!
So,What to do for Women's Day marketing
For brands, what kindNew perspectives, differentiationAble to stand out?
March 8 is coming, if you plan to join the battlefield, or have already joined, you may wish to see or self-check whether the Women's Day marketing has locked these 3 keywords:
First:Understand!
Second:Sentiment!
Third:action
Understanding: Users don't need to represent, but to understand
If your brand still uses words like "goddess", "queen", "girl", etc., to refer to women. Then you have to be careful, in the eyes of many users, these labels are an act of bad feelings.
A woman who doesn't know how to use perfume has no future" is a quote from Chanel, which has been quoted countless times, but now it is labeled as disrespectful to women.
It can be seen that what female consumers want now is to understand, not to be advocated or educated to be what kind of person they are, and they don't want to be bound and represented by labels.
No labeling, no definition, respect for women's diversity, from this point of view, marketing will not step on the thunder and it is safer. And if marketing wants to get out of the circle and detonate communication, it is inseparable from four creative directions:Create experiences, make content, disseminate, and tell stories
The traditional chain pharmacy "People's Pharmacy" has joined hands with "Huahong Pharmaceutical" to create a Women's Day marketing that takes care of yourself.
First of all, in Changsha's prosperous consumption area, a flower powder wall "Huahua ** Exhibition" was created for people to check in, and they can also get a bouquet of flowers for free when they participate in the check-in. At the same time, the brand stores also have flower check-in points, and provide health consultation, free health testing and other services to remind the majority of female friends to pay attention to their health, realizing a closed marketing loop from activities to stores.
It isCreate an experienceFrom the perspective of "caring for women", it has been recognized by consumers.
Secondly, the People's Pharmacy also contracted Changsha Metro Line 6 to redress the carriages and make them a new check-in point. At the same time, with short, deep-rooted copywriting, ingenious rhetoric expresses women's heartfelt voices such as self-care, appreciation of beauty, and love blessings, making it easier for women to find resonance.
It isDo the contentwithInduction of propagation。It is not aimed at the product, but only outputs rich and valuable content to attract consumers.
Taking flowers as the carrier and returning to women themselves, the people's pharmacy vividly interprets the lifestyle characteristics of women, and from the perspective of understanding, it conveys the side of women's independence, autonomy, growth and transformation.
Himalaya has co-sponsored a special event with the theme of "Hear Her Voice", inviting three guests with different experiences and different industries to talk about how they actively face and fight for their own voice in the face of survival difficulties such as appearance, age, gender, and workplace discrimination from their perspectives.
It isTell a story, through real stories to guide values. Encourage women to bravely break the stereotypes of society and tear off the labels and stereotypes of women in society.
Emotion: Emotional value takes precedence over use value
The trend of marketing is actually following social awareness, and there is no need for brands to use "use value" to awaken the consciousness of female consumers. Whoever occupies the user's emotions occupies the user's wallet
Dior has a perfume, and the advertisement is not about the manufacturing or use value of the product, but about escapism, freedom, and self-pursuit, which is shot coolly. At this point, the emotional value far overrides the use value.
Proya has launched a series of outdoor posters in several cities. By excavating women's voices and creating content with emotional resonance, we can express respect and respect for women, and convey the call for gender equality more loudly with practical actions.
As for the emotion of "not being defined" and how to express it creatively, you can take a look at the 38-second short film "She, Different" by China National Geographic
* Framing is natural, using snow-capped mountains, rivers, and waterfalls to depict her appearance, she can be gentle, decisive, elegant, chic, thousands of postures, thousands of styles. She, in short, is what she looks like, not defined.
Emotional values can be equality, freedom, happiness, dreams, face, comfort, etc。Focusing on consumers to find the resonance point and output emotional value, such marketing can enhance the spiritual fit between the brand and users, improve brand awareness and user loyalty, and realize the precipitation of brand equity.
Action: More than words, it's what you do
The changes of the times and the environment have changed the psychology of users, and they have higher expectations for the brand and hope for the brandNot only can you ask questions, but you can also give solutions from the product and marketing levelto take real action to solve the plight of women. [gf]200d[/gf][gf]200d[/gf][gf]200d[/gf][gf]200d[/gf]
On Women's Day, Tmall Supermarket did an ordinary little thing and focused on the "female courier". At a time when the public only calls the couriers collectively as: "courier brother" or "master", Tmall Supermarket proposed an initiative to "please call her courier sister", and filmed a group of TVC to express her hope to be called more accurately from the perspective of female couriers elaborating themselves.
Just making a TVC only expresses the brand's position, and cannot pry more consumers to pay attention to the event itself, which belongs to the brand's self-esteem. Therefore, Tmall Supermarket has taken more practical actions.
1. Holding hands with the image of an independent and tenacious heroine, on behalf of actress Gao Ye, joined the initiative, which is very consistent with the event.
Second, 10 million express cartons printed with "Express Sister" were sent to all corners of the country, so that this initiative, with the order of Tmall supermarket, will be sent to thousands of households to further increase coverage.
3. Tmall Supermarket has also placed 180,000 "Express Sister" postcards across the country, and through the circulation of "Express Cartons + Postcards", more people have paid attention to the issue of how to call female couriers.
Marketing that can really occupy the minds of consumers is not simply a material that caters to marketing, compared to shooting a TVC, in order to solve the plight of women, propose solutions and put them into action, marketing can be out of the circle and successful.
SummaryWith the rise of the "She Economy", International Women's Day on March 8 has become an important marketing node. Brands need to be in awe of this special day, and female consumers want more understanding and respect than labeling and please. Therefore, you can start with the above three keywords to carry out marketing.
If the brand is only to cater to slogans such as "feminism", but does not fall into actual action, and only has the mentality of completing the homework, rather than wanting to speak for women from the heart, these "perfunctory" will be revealed between the lines of marketing, such marketing is not desirable, meaningless and can make consumers disgusted.