In every marketer's desktop file, there must be a solar term planning table. On the one hand, solar terms are natural marketing nodes, with a part of the traffic. In addition, the content placement of the main body is better than the pure brand promotion information, and it is more acceptable to consumers. So what do you need to do well in a successful solar term marketing?
Content mining
Although many people know about solar terms, they have different levels of understanding. For the culture and customs related to the solar terms, there is something to be explored. In the form of marketing, don't just stop at the soft text and poster design, but also strengthen the association between the brand product and the solar term itself, so that the promotion content is not so abrupt.
Form a series
At such a coherent and cyclical time node as solar term marketing, the content of a single promotion itself is relatively fragmented, and it is difficult to form a continuous impact in the minds of consumers. But if you combine them into a series, you can use their volume to expand their reach and become part of your brand's identity.
products, but not just products
The solar terms themselves are weakly related to most products, and forcibly tying up the relationship can feel very deliberate and self-defeating. Therefore, some marketing brands choose to simply send blessings to enhance the goodwill in the hearts of consumers because of more conservative brands. This is certainly safe, but in fact, in many cases, there is a lack of entry points for the promotion of solar terms.
In fact, solar term marketing must focus on the product itself, which can be extended to people or things related to it. Once you've built a scene around both, you'll be able to integrate your marketing content more naturally, allowing users to experience what your brand wants to promote.
The 24 solar terms themselves were born from the end of the ancestors' experience of agricultural production, so they have a high degree of correlation with farming, diet, and life and rest. If brand marketing wants to make good use of the solar terms for marketing, it must not be separated from the changes of the needs of the times, and must learn to give it a new meaning from a modern perspective.