6257rv7 发表于 2024-9-2 11:36:50

好的节气营销，做对了什么？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/JVqP76tia2RmLFWEUf74pTB4ES7E241lEhRKTgYG8F5xyp5p9HaMlSFVKPXPvTYNHSIRNdYLh3ZyzbicFXBwROMw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p><img src="https://mmbiz.qpic.cn/mmbiz_png/JVqP76tia2RkL4LUOXyab68nkHEib6zmRppK8ZeRGrn2ORZPReeiamqPLQARvianKDSb3tEYBm2fybnaZ8WRyC6XLg/640?wx_fmt=png&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">前几天，偶然刷到几个节气<span style="color: black;">宣传</span>，回想了一下，近几年越来越多品牌<span style="color: black;">起始</span>对节气的营销点展开挖掘。恰好有<span style="color: black;">有些</span>比较<span style="color: black;">爱好</span>的节气TVC，于是决定不如聊一期“节气营销”吧。</span><span style="color: black;">想聊这个<span style="color: black;">专题</span>，其实<span style="color: black;">亦</span><span style="color: black;">由于</span>观察到：<strong style="color: blue;">近年来，东方美学、传统文化<span style="color: black;">作为</span><span style="color: black;">宣传</span>营销届的热词。二十四节气<span style="color: black;">做为</span>中国传统文化的重要<span style="color: black;">构成</span>部分，本身有深厚的精神文化内核，有很强的延展性。</strong></span><span style="color: black;">顺着这一点，在集中查看了近几年的<span style="color: black;">关联</span><span style="color: black;">宣传</span>后，我对节气营销<span style="color: black;">亦</span>有<span style="color: black;">有些</span>新的看法——</span>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">&nbsp;<span style="color: black;">1、</span>24节气，<span style="color: black;">咱们</span>真的<span style="color: black;">熟练</span>吗？</span></strong></span></h3><span style="color: black;">以往<span style="color: black;">说到</span>节气营销，<span style="color: black;">更加多</span>人的反应是“<span style="color: black;">大众</span>都<span style="color: black;">晓得</span>的东西，怎么做出差异化？”。可仔细一想，<span style="color: black;">咱们</span>真的<span style="color: black;">认识</span>二十四节气吗？很惭愧，就<span style="color: black;">自己</span>而言，对二十节气的粗浅印象只停留在小时候背的儿歌，甚至<span style="color: black;">此刻</span>连儿歌<span style="color: black;">亦</span>忘记了，<span style="color: black;">倘若</span>不是借助日历，连农历历法<span style="color: black;">亦</span>搞不清楚，更别提各节气的<span style="color: black;">次序</span>和含义。<strong style="color: blue;"><span style="color: black;">因此</span>，<span style="color: black;">日前</span>节气营销<span style="color: black;">乃至</span>还<span style="color: black;">无</span>到思考怎么做出差异化的程度，只是将最平常的点表达好就<span style="color: black;">已然</span>很<span style="color: black;">不易</span>了。</strong></span><span style="color: black;"><span style="color: black;">不外</span>，这<span style="color: black;">亦</span>算件好事，对节气理解的“不充分”<strong style="color: blue;">恰好提示<span style="color: black;">咱们</span>这个<span style="color: black;">行业</span>还有<span style="color: black;">非常多</span><span style="color: black;">能够</span>开拓的空间。</strong></span><span style="color: black;">在谈怎么开拓之前，<span style="color: black;">咱们</span>不妨对现有的节气营销观察总结一下：</span><strong style="color: blue;"><span style="color: black;">在形式上，</span></strong><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>品牌都停留在简单的海报联动，节气与品牌的<span style="color: black;">相关</span>度缺失。</p><strong style="color: blue;">在内容上，</strong>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">对节气的阐述重点多在于“时”，缺乏对文化内涵的挖掘，大而全地展示二十四节气，像对日历的复述。</p><strong style="color: blue;">在节气<span style="color: black;">选取</span>上，</strong>多集中在立春、立夏、夏至、秋分、冬至等营销集中的时间点。
    </span><span style="color: black;">基于此，<span style="color: black;">处理</span>思路<span style="color: black;">是不是</span><span style="color: black;">能够</span>先锚定在<strong style="color: blue;">横向拓宽形式或从新<span style="color: black;">方向</span>、小众节气切入；纵向深挖内涵，<span style="color: black;">加强</span>节气与品牌<span style="color: black;">或</span>消费者的连接感。</strong>大方向确定后，<span style="color: black;">详细</span>怎么做其实是一件化繁为简、返璞归真的事情——<strong style="color: blue;">从思考“什么是二十四节气”<span style="color: black;">起始</span>。</strong></span><span style="color: black;">在搜索引擎输入“二十四节气”，会得到答案：“中国古代人民在<strong style="color: blue;"><span style="color: black;">长时间</span>的农业生产和实践</strong>中总结出来的一种时间系统，它反映了一年中四季变换和气候变化的规律。”继续<span style="color: black;">认识</span><span style="color: black;">每一个</span>假期的含义，会<span style="color: black;">发掘</span>里面不仅有古人对“天时规律”的智慧洞见，<span style="color: black;">更加是</span><strong style="color: blue;">民间<span style="color: black;">膳食</span>、生活作息</strong>的一本参照指南，而这些与<span style="color: black;">咱们</span>当今的生活<span style="color: black;">亦</span>息息<span style="color: black;">关联</span>，<span style="color: black;">针对</span><span style="color: black;">宣传</span>营销，以当代视角和表现手法强化这些<span style="color: black;">关联</span>性便是一个很好的视角。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2RkL4LUOXyab68nkHEib6zmRpMbtx6iam3n2nzHHEJtUMUjtJic0mgENVZ9sNUIAfl5aP4LM15wz2rRQg/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2RkL4LUOXyab68nkHEib6zmRpmf0dFtP9WaRGOZQqebE3Kg4xypmM7SVA6yicC9Mf34SstrCyMzLcv5g/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">我理解的“当代视角”，倒不是强调标新立异，相反，<span style="color: black;">便是</span>回归<strong style="color: blue;">最朴素的关注如今的人怎么吃，什么生活习惯</strong>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">。<span style="color: black;">例如</span>去年立秋，饿了么发起的#秋天的<span style="color: black;">第1</span>杯佛系奶茶#，<span style="color: black;">便是</span>关注到了当代人的焦虑<span style="color: black;">状况</span>和<span style="color: black;">青年</span>人爱喝奶茶、爱去寺庙的现象，<span style="color: black;">供给</span><span style="color: black;">心情</span>价值<span style="color: black;">亦</span>有<span style="color: black;">专题</span>度。<span style="color: black;">同期</span>立秋<span style="color: black;">表率</span>一个新季节的<span style="color: black;">起始</span>，饿了么“佛系入秋”的主张<span style="color: black;">亦</span><span style="color: black;">无</span>与节气本身脱离，即用一种更淡然的态度重新<span style="color: black;">起始</span>。</p>
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    </div> <span style="color: black;">其实，除了立秋，其他节气<span style="color: black;">亦</span>都有类似<span style="color: black;">能够</span>挖掘的点，<strong style="color: blue;">本质是<span style="color: black;">认识</span><span style="color: black;">需要</span>，<span style="color: black;">才可</span>沟通。</strong></span><span style="color: black;">接下来，<span style="color: black;">咱们</span>结合<span style="color: black;">详细</span>案例进一步探讨。</span>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">
                  <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">&nbsp;<span style="color: black;">2、</span>传统文化与<span style="color: black;">商场</span>结合，</p>&nbsp;<span style="color: black;">不可</span>止步于形&nbsp;
                </span></strong></span></h3><span style="color: black;">说到“形”，那就从上文<span style="color: black;">说到</span>的较为<span style="color: black;">公众</span>的海报形式<span style="color: black;">起始</span>聊吧。海报，一种既简单又难的营销载体。简单是<span style="color: black;">由于</span>海报创作起来<span style="color: black;">触及</span>的物料、要考量和协调的<span style="color: black;">原因</span>相对较少；难则在于怎么<span style="color: black;">经过</span>简单且静态的海报做出有亮点且有效的营销。</span><span style="color: black;">就二十四节气海报而言，我认为，重要的还是，<strong style="color: blue;">品牌要<span style="color: black;">认识</span>文化内核，但这并不<span style="color: black;">寓意</span>着要向消费者输出文化含义。</strong><span style="color: black;">例如</span>品牌要做冬至这个节气的营销，则需要充分<span style="color: black;">认识</span>冬至<span style="color: black;">寓意</span>着什么，和消费者的生活有什么<span style="color: black;">相关</span>，从而输出对消费者有“功用性”的东西，这比直接丢出<span style="color: black;">大众</span>都能<span style="color: black;">自动</span><span style="color: black;">查找</span>的冬至含义更有效，<strong style="color: blue;">品牌对消费者的文化输出应是先自我消化再潜移默化影响。</strong></span><span style="color: black;">个人比较<span style="color: black;">爱好</span>台湾掌生谷粒的这组海报，<span style="color: black;">按照</span>节气的时令特征，从<span style="color: black;">膳食</span>、养生的<span style="color: black;">方向</span>让人对<span style="color: black;">区别</span>节气的特点以及与之<span style="color: black;">关联</span>的生活方式有所<span style="color: black;">认识</span>，海报中的<span style="color: black;">膳食</span><span style="color: black;">意见</span>既是简单可执行的，<span style="color: black;">亦</span>与品牌有较高<span style="color: black;">相关</span>度。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/JVqP76tia2RkL4LUOXyab68nkHEib6zmRpibcTgB4G5aicRSM2zwnKQQCcaRue9uVSIAoxesrZn8kJ4KHGI8VP40LQ/640?wx_fmt=png&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▼ 扫码查看项目详情</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2RkL4LUOXyab68nkHEib6zmRpSxklYOakOtiaZzdawIIRziaahIxlJL4RcvbCHogdpu8ALEic9wFVeWLKQ/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">节气营销，<span style="color: black;">不该</span>着只眼于追求形美，若要追求<span style="color: black;">长时间</span>效益，更需要在理解文化、<span style="color: black;">知道</span><span style="color: black;">商场</span>目的前提下，充分考量“品牌必须要做吗？”“二十四节气全做还是挑<span style="color: black;">有些</span>做？”“挑<span style="color: black;">那些</span>做？”“与品牌的结合点是什么？”“符合什么消费<span style="color: black;">需要</span>点？”等问题。总之，<strong style="color: blue;">不跟风、有重点，不贪多，有亮点，</strong>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">或许更能发挥传统文化与<span style="color: black;">商场</span>1+1&gt;2<span style="color: black;">功效</span>。</p>
    </span><span style="color: black;">不<span style="color: black;">晓得</span><span style="color: black;">大众</span>有<span style="color: black;">无</span><span style="color: black;">重视</span>到，<strong style="color: blue;">近一年品牌<span style="color: black;">已然</span>不怎么<span style="color: black;">运用</span>“借势”这个词了，这<span style="color: black;">亦</span>侧面反映：品牌与节点/热点的关系<span style="color: black;">再也不</span>是依附关系，而更看重两者以平等姿态结合<span style="color: black;">能够</span>生长出什么东西来。</strong></span>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">&nbsp;<span style="color: black;">3、</span>找到与品牌契合的表达方式&nbsp;</span></strong></span></h3><span style="color: black;">寻找契合点，还需从品牌<span style="color: black;">认识</span><span style="color: black;">自己</span><span style="color: black;">起始</span>，思考品牌<span style="color: black;">自己</span>的调性、<span style="color: black;">制品</span><span style="color: black;">特殊</span>，从而找对切入口。</span><span style="color: black;">回顾过去一年各品牌的节气营销，大致<span style="color: black;">能够</span>分为两种方向：一种是系统化，<span style="color: black;">定时</span>推出节气营销短片；一种是强针对性，<span style="color: black;">明显</span><span style="color: black;">制品</span>特点或品牌特征，重点击破。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">
                <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、系统化，形成辨识度</p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在系统化节气营销方面，饿了么和东方树叶比较有<span style="color: black;">表率</span>性。</span></p><span style="color: black;">先看饿了么，<span style="color: black;">做为</span>与人们<span style="color: black;">平常</span>生活息息<span style="color: black;">关联</span>的平台，饿了么与二十四节气有着<span style="color: black;">许多</span>共通的结合点。“<strong style="color: blue;">吃喝集合地”是饿了么一个认知度较高的属性</strong>，品牌则抓住这一核心属性，<strong style="color: blue;">从<span style="color: black;">膳食</span><span style="color: black;">方向</span>进行<span style="color: black;">方向</span>的细分延展</strong>，如<strong style="color: blue;">小寒时</strong>的“家乡味道”，<strong style="color: blue;">雨水时</strong>的“养生<span style="color: black;">膳食</span>”，<strong style="color: blue;">立秋时</strong>的“佛系奶茶”，<strong style="color: blue;">霜降时</strong>的“霜打菜”，既<span style="color: black;">表现</span>了<span style="color: black;">区别</span>节气的时令特征，<span style="color: black;">亦</span>将品牌身影前置。</span>“<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2023年饿了么节气短片一览：</span></p><span style="color: black;">小寒：饿了么：小寒糯叽叽，岁末热腾腾</span><span style="color: black;">雨水：饿了么×房琪：雨水一壶茶，万物皆可沏</span><span style="color: black;">小满：饿了么×《人间小满》：与你的“小满意足”<span style="color: black;">萍水相逢</span></span><span style="color: black;">芒种：芒种上饿了么，get不盲种生活</span><span style="color: black;">立秋：饿了么秋天<span style="color: black;">第1</span>杯佛系奶茶，这杯我禅了</span><span style="color: black;">霜降：饿了么×惠英红：霜降，甜自风霜来</span><span style="color: black;">冬至：饿了么×许知远：<span style="color: black;">意见</span>冬至放一天假</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2Rnbq4s3hqtHkSoIhcWD27icnloUicQ2icAPvjsbUhmscJoZicqBwicxicKWNC3ibzoMDupxgia6PkBKGvoIibw/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2Rnbq4s3hqtHkSoIhcWD27icnB6pmOsaT7q6GISjvwSIS6iaYqX7DjmVpTdZia4vPmjH8eCvaibfBbYvmA/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2Rnbq4s3hqtHkSoIhcWD27icn3hX4ib2vp1kyKb1uMxf0GA1kFxlBrP9lXxjfyaKsSmrauG3JImVibSAw/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2Rnbq4s3hqtHkSoIhcWD27icnCUzCABecuqI4WMAUsYIsrZAkKsfjzr2zV36upq2iaHQ62PW9MYRzujw/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2Rnbq4s3hqtHkSoIhcWD27icnaR3xqMdTfNSdXau8UvBVuqhNMqDksp87JlE6qox1GZcW0piaVMPD5KQ/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2Rnbq4s3hqtHkSoIhcWD27icnG1nh1LHXz3tRTv3ia2yPUeZg9ul6xgVYSE8mIYyWTfADN72d9MwMzmg/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2Rnbq4s3hqtHkSoIhcWD27icnTyZoRSJaZf7BwSp3iciakJViapW4sBpveB669RyzicOy3taMDEJiayjYZ1w/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">上下</span>滑动查看<span style="color: black;">更加多</span></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">另外</span>还有精神与文化向的延展，</span></strong><span style="color: black;">如<strong style="color: blue;">小满时</strong>的“人间小满”，基于对人间烟火、平凡生活洞察，将当代生活与前人总结出的处世哲学相结合；<strong style="color: blue;">芒种时</strong>，“部分农作物成熟收获、部分农作物播种”是这一节气特征，饿了么结合当代人不白忙、不瞎忙的态度，提出“不盲种”、“不慌”主张；<strong style="color: blue;">冬至时</strong>的“<span style="color: black;">意见</span>放一天假”，看起来是<span style="color: black;">陈列</span>了<span style="color: black;">非常多</span>放假理由，其实是对冬至这一节气文化的普及，以“放假理由”这个形式表达出来不说教、<span style="color: black;">亦</span>利于传播，<span style="color: black;">同期</span>反映了当代人倦怠<span style="color: black;">心情</span>和自由困境等集体性社会心理。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可见，</span><strong style="color: blue;">饿了么的节气营销始终是有一条主线的，传达出的信息清晰且一致：饿了么是一个<span style="color: black;">能够</span>让你吃好喝好的<span style="color: black;">地区</span>，<span style="color: black;">同期</span><span style="color: black;">亦</span>是一个关注用户<span style="color: black;">需要</span>和为生活带来美好的品牌。</strong><span style="color: black;">围绕这条主线，饿了么继续从用户视角发掘<span style="color: black;">区别</span>切入点，从创新和共鸣两方面发力。</span></p><span style="color: black;"><span style="color: black;">倘若</span>再往前翻一翻饿了么的项目，还能找到一个节气营销的新思路，将“节气”概念延展成“时令”，<span style="color: black;">倘若</span>品牌营销没赶上合适的节气<span style="color: black;">或</span>难以找到较契合的<span style="color: black;">相关</span>点，从“时令”<span style="color: black;">方向</span>倒是又拓宽了点创意空间。<span style="color: black;">例如</span>“春味八仙系列片”：</span>
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    </div> <span style="color: black;">▼&nbsp;扫码查看项目详情</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2RkL4LUOXyab68nkHEib6zmRpz7FR6Un1icsm71s6EqE0nFWxHBZTDsNoHZ3icKyf8n7bp4VN7AWQBqgw/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">再看东方树叶，其实东方树叶<span style="color: black;">已然</span><span style="color: black;">保持</span>做节气短片好几年了，其<span style="color: black;">特殊</span>是强调氛围感，时长较短，<span style="color: black;">无</span>文案。</span>“<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">东方树叶2023年节气短片一览：</span></p><span style="color: black;">东方树叶冬至短片：宜相聚，宜抱团，宜饮茶话明天</span><span style="color: black;">东方树叶立冬节气短片：早晚多添衣，日日饮好茶</span><span style="color: black;">东方树叶最新节气短片，依旧满满的氛围感</span><span style="color: black;">东方树叶大暑节气短片：爷孙纳晚凉，<span style="color: black;">一块</span>饮清茶</span><span style="color: black;">东方树叶夏天氛围感短片：暑热，饮冰茶</span>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/JVqP76tia2Rnbq4s3hqtHkSoIhcWD27icndQRHJQ7A6gVLJ7YKMo5kqiaSKBsCbsSNwbW1JZwcDXkodjz3SBehfiag/640?wx_fmt=jpeg&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><span style="color: black;">上下</span>滑动查看<span style="color: black;">更加多</span></span><span style="color: black;">东方树叶强调无糖、真茶萃取，在过往营销中“中国茶”“东方美学”是被高频提及的。由此<span style="color: black;">咱们</span><span style="color: black;">亦</span>能抓取到“茶叶”和“中国传统文化”这两个关键词，东方树叶<span style="color: black;">也</span>很好地利用了这两个品牌标签来与节气营销结合。</span><span style="color: black;">切入点有两个：<strong style="color: blue;">围绕茶叶本身的自然生长属性，</strong>天然与标志时间变化的节气相结合；围绕<span style="color: black;">制品</span>卖点，<span style="color: black;">区别</span>的时候，痛的地点，东方树叶的花式喝法总有一款适合你。<span style="color: black;">因此</span>短片<span style="color: black;">无</span>文案，只给了个只可意会的感觉，但<strong style="color: blue;">几乎<span style="color: black;">每一个</span>短片都会<span style="color: black;">显现</span><span style="color: black;">制品</span>的身影，以及很<span style="color: black;">显著</span>地场景化表达：</strong>吃火锅，团聚，纳凉等多种场景下用新方式和东方树叶。</span>
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    </span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、针对性，强化<span style="color: black;">制品</span>特点</span></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">找到与节气融合性更高的点，不<span style="color: black;">必定</span>要从品牌、<span style="color: black;">制品</span>系列等大视角切入，有时把范围缩小反而能<span style="color: black;">发掘</span>妙处。</span></p><span style="color: black;">vivo这支短片<span style="color: black;">便是</span>从<span style="color: black;">制品</span>的其中一项功能切入，从“影像”的<span style="color: black;">方向</span><span style="color: black;">相关</span>节气，用照片定格节气美景，用更动态和<span style="color: black;">详细</span>的方式来表达节气变化。“拍照”是当代人熟知的记录方式，与之结合来阐述节气<span style="color: black;">背面</span>的文化与生活态度，可理解和可接受度<span style="color: black;">亦</span>更高。</span>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▼&nbsp;扫码查看项目详情</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">蕉下这支短片则是从品牌“轻量化户外”主张切入，聚焦一个点，挖掘与二十四节气精神内涵的<span style="color: black;">相关</span>点，由此层层递进，将品牌的完整图景展现出来。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总的<span style="color: black;">来讲</span>，品牌节气营销的差异化，基石是<span style="color: black;">认识</span>文化、<span style="color: black;">认识</span>自己。</span><span style="color: black;"><span style="color: black;">另外</span>，谈传统文化<span style="color: black;">也</span><span style="color: black;">不可</span>脱离时代特征，而<span style="color: black;">详细</span>的人以及人们的<span style="color: black;">行径</span>构<span style="color: black;">成为了</span>时代，这便<span style="color: black;">需求</span>品牌关注人，洞察人的<span style="color: black;">需要</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">【<strong style="color: blue;">往期回顾</strong>】</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">1.<span style="color: black;"><span style="color: black;">宣传</span>学权威指南《当代<span style="color: black;">宣传</span>学与整合营销传播》</span></span></a></p><a style="color: black;"><span style="color: black;">2.<span style="color: black;">娃哈哈创始人宗庆后逝世，回顾37年创业故事</span></span></a><a style="color: black;"><span style="color: black;">3.<span style="color: black;">认识 D&amp;AD</span></span></a> 首位女性 CEO<a style="color: black;"><span style="color: black;">4.<span style="color: black;">虚假户外<span style="color: black;">宣传</span>新观察：我总结了4个误区</span></span></a>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">5.<span style="color: black;">芝华士威士忌的平面<span style="color: black;">宣传</span>，藏着对人性的真洞察</span></span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">这<span style="color: black;">便是</span>数英：</strong></span></p><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这儿</span>聚合</span><span style="color: black;">世界及中国500强企业</span></span><span style="color: black;">优秀营销人才，<span style="color: black;">一起</span>探讨创意进化、品牌增长、<span style="color: black;">商场</span>力量与企业间合作；<span style="color: black;">这儿</span>聚合</span><span style="color: black;">国际与本土一流<span style="color: black;">宣传</span>代理商</span></span><span style="color: black;">，</span><span style="color: black;"><span style="color: black;">发布即时动态、分享<span style="color: black;">优秀</span>案例、进行人才招聘；<span style="color: black;">这儿</span>聚合</span><span style="color: black;">业界资深作者</span><span style="color: black;">，以全面视角洞悉行业生态，创作有价值的内容。</span></span></span><a style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></a>




qzmjef 发表于 2024-10-3 23:13:22

哈哈、笑死我了、太搞笑了吧等。

1fy07h 发表于 2024-10-15 11:57:34

一看到楼主的气势，我就觉得楼主同在社区里灌水。

1fy07h 发表于 2 小时前

感谢你的精彩评论，为我的思绪打开了新的窗口。
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查看完整版本: 好的节气营销，做对了什么？