Eight major marketing nodes in July that you must not miss

July is coming, starting in the second half of 2023. Like the first half of the year, there are many marketing nodes that cannot be missed in the second half of the year. The weather is still hot and the marketing craze is increasing day by day. Marketing friends, let’s take a look at the July marketing calendar compiled by Xiaopai!

(1) Borrow elements and directions

Elements: love the party, pay tribute

Poster color: red

Direction: Party Founding Day is A more serious holiday. The theme of the art festival is "Red, Love the Party, Respect the Party". It inherits the red spirit and demonstrates the brand's patriotic spirit. In the "July 1" Party Founding Day marketing process, the main approach is to combine the brand concept with the great red spirit of the Communist Party of China, while paying tribute to the party and promoting the brand concept.

(2) Pay attention to the situation.

When marketing during festivals, you must exercise caution and avoid involving sensitive content. Elements such as party emblems also need to be used appropriately and relatively solemnly, without being suspected of ridicule.

(3) Reference case

A. Haier Strauss "Follow the party, live a good life, and it will follow"

Hailsch Traus Water Purifier launched the slogan "Follow the Party, and a better life will come naturally" on the Party's Founding Day in 2015, and highlighted "good" and "water", which deeply fits its own product characteristics: producing good water.

B. Chunzhen "keeps the Chinese dream unchanged and never forgets the innocent heart"

The marketing strategy of the "Chunzhen" brand is "Chinese Dream" and "Innocence", both It caters to the theme of "Chinese Dream" and is in line with the popular saying "never forget the original intention", which is homophonic with the brand name. It is an example worth learning from.

C. Dongfeng Fengxing Jingyi X5, "Never change your ideas, always pursue your dreams"

On the occasion of the 97th anniversary of the founding of the Party, the popular Dongfeng Jingyi The slogan of "Keep your mind at the same time and keep your dreams alive" thus demonstrates the product concept of this model as a "comfortable and high-quality SUV".

(1) Borrowing elements and directions

Elements: kissing, romance, sweetness, expressing love

Poster color: pink and other warm colors

< p>Direction: You can use lyrics, movie scenes, cartoon images, etc. for marketing. About "Kiss".

(2) Pay attention to the situation.

When marketing, you must pay attention to the scale, do not become vulgar, and focus on "love and warmth" to show the brand's humanistic care.

(3) Reference case

A. Jasper

Today is International Kissing Day. How are you going to kiss?

On International Kiss Day, Jie Bang used some familiar lyrics to promote it. From Mayday's "Long Live Love" to Chang Chen's "Give Me a Kiss," complete with heart shapes, International Kissing Day will be marketed as a point related to love and intimacy.

B. Meituan

It is said that one minute of kissing can consume about 2 to 3 kcal. Girls who are clamoring to lose weight, don’t say I haven’t given you an excuse.

This is the promotional poster of Meituan for the 2015 International Kiss Day. It is paired with the image of two anime characters kissing in Meituan, coupled with a pink background image, and finally the knowledge point "kissing can burn calories", which is extremely interesting.

C. Haier Group

Kiss is the elixir of love, and Haier appliances are the elixir of life.

Haier's home appliances are posters in the form of couple interaction, with the slogan "Everything is a healing system." Haier Home Appliances relies on the "healing" properties of Kiss and combines it with the brand itself to show the public that Haier Home Appliances are also "special medicine for life" and are as "healing" as Kiss.

D. Every harvest

The marketing point of Meiyi is "digestion", and helping digestion is the function of Meiyi's products. On International Kissing Day, every benefit is marketed on the basis that kissing is good for digestion and burns calories. At the same time, "love every day" means having love by your side every day, and "gaining every day" means being healthy every day.

(1) Borrowing elements and directions

Elements: navigation, ocean, nature

Poster color: blue

To commemorate greatness Zheng He, the famous navigator, China designated July 11 as China Navigation Day. During this festival, you can integrate marine science popularization and marine protection into your brand and conduct knowledge lectures to shape your brand image.

(2) Pay attention to the situation.

The marketing tone can be set as "protect nature, protect the ocean", etc. When marketing, pay attention to the use of color and combine it with brand characteristics. The main target industries are tourism and fishing.

(3) Reference

On "China Navigation Day" in 2020, Buick Envision S launched the slogan "It is better to ride the wind and waves than to ride the wind and waves". In the poster, the car is driving on the sea with rough waves on both sides, while the Buick Envision S is riding the wind and waves all the way.

"Wind and waves" are not just waves in posters, but also difficulties and obstacles in life. “Riding the wind and waves” shows the brand’s determination to move forward bravely and overcome difficulties.

B. Tissot - Tissot

Tissot’s slogan for China Navigation Day in 2020 is: New Silk Road on the sea, led by wrist. Its poster uses ocean waves as the background, and places its product "watch" on the waves.

The "wrist" in the advertising slogan means that the product is a "watch", while the "core" means that the brand's watches use excellent "watch movements" as their competitive advantages, which reflects the Tissot brand as a whole. The focus of the promotion is "The rough sea, commanded by masters, fearless exploration, self-centered".

C. Bernard Tianchun

On the 2018 "China Maritime Day", Bernard Tianchun launched the slogan "Tolerate all rivers and move forward bravely". There is a picture of two dogs sailing in the poster, which combines the characteristics of "sailing" with the characteristics of the brand itself in the pet food industry.

(1) Borrow elements and directions

Elements: health and care

(2) Pay attention to the situation.

(3) Reference case

A.ofo*** bike sharing

B.Wangwang

C.Migu animation< /p>

On "World Hepatitis Day" in 2021, Migu is marketing in the form of knowledge posters, calling on everyone to forward it together to love and protect the liver. Start today.

(1) Borrow elements and directions

Elements: graduation, youth, graduation travel, summer travel

Directions: can do various lines Online or offline promotions, summer activities, summer travel, etc. for students during the summer vacation. Graduation season marketing focuses on "youth, farewell, encouragement", etc.

Theme can also be compared before and after graduation for marketing purposes.

(2) Things to note when taking advantage of the situation

There are no restrictions on the target industry. You can freely use your imagination according to your own brand to make the summer vacation and graduation season interesting.

(3) Reference case

a. SF Express

SF Express uses a "graduation ticket" to package the youthful memories of college students.

In the 2020 graduation season, SF Express chose to cooperate with the school, using "SF Express Graduation Mail, Give Memories a Ticket" as the theme of the graduation mailing activity to promote SF Express graduation mailing discounts and help increase business growth and brand awareness.

b. Wei Long

Only after graduation did I realize that the taste of school is more addictive than spicy strips.

In the graduation season, Weilong adopted the marketing point of "missing the student days after graduation", and finally compared "spicy strips" with "the taste of going to school" to highlight the addictive nature of Weilong spicy strips characteristics.

c. Coca-Cola × Renren

(1) Elements and directions of taking advantage of the situation

Elements: food, foodies

Direction: The Food Festival mainly targets various food brands, catering industries, etc. Various promotional activities can be carried out according to the Food Festival, such as 23% off, launching 7.7 yuan, 77 yuan set meals, etc.

(2) Take advantage of the situation to pay attention

While promoting, ensure product quality and long-term development; at the same time, focus on innovation to differentiate from various shopping festivals.

(3) Reference case

a. Diandude

Diandude’s marketing point on July 17 is “discount”, which shows that the whole 23% off Tianquan orders, using promotions during the Foodie Festival as a way of marketing.

b. Arowana

Food moves the body, and a fulfilling life is complete.

In the Arowana "7·17" marketing poster, there is an image of a person enjoying delicious food, and the "fish" on the plate also echoes the "fish" of "Arowana". At the same time, fish is also a delicacy, which shows that Arowana can cook delicious food, which is a vivid marketing image.

(1) Taking advantage of elements and directions

Elements: summer heat relief, traditional culture, health care

Directions: can benchmark almost all industries, especially culture and art Industry, you can introduce a wave of solar term knowledge, health tips, etc. based on the seasonal characteristics of solar terms.

(2) Reference case

a. Kunlun Mountain Snow Mountain Mineral Water

After the slight summer heat is over, you will get three minutes of heat every day. It is a magical tool to escape the heat, not Xiaokunhe None other than watermelon.

The marketing poster for Kunlun Mountain Snow Mountain Mineral Water during the Slight Summer Season creatively painted half a watermelon to look like a swimming pool. At the same time, the mineral water resembles a person swimming in the watermelon pool, with the blue sky White clouds and volleyball are full of summer atmosphere.

b. Beautiful

The gentle breeze and the chirping of insects on a small summer day make the heart calm and beautiful.

Midea’s brand marketing during Xiaoshu is to build a comfortable afternoon: lying on a mat, reading a book, listening to music, eating watermelon and drinks, and blowing on the air conditioner. The focus of marketing is to use air conditioners. Air conditioners are one of the main products of the Midea brand. Turn on the air conditioner and you can have a cool summer.

c. Palm-grown grains

Ink and wash solar term posters, applauding and encouraging good things.

Zhangshengguli often publishes posters on the 24th solar term day to bless the earth and remind people of the living customs that need to be paid attention to during different solar terms.

(1) Taking advantage of the elements and directions

Elements: relieving summer heat and maintaining health

Directions: July 23 is the Great Heat among the 24 solar terms, China Folks have the custom of drinking fu tea, drying ginger, burning fu incense, and drinking mutton soup. After the great heat, the weather will become even hotter and hotter. The marketing method of Great Heat can refer to Little Heat, with heatstroke prevention and cooling and solar term health preservation as the entry point.

(2) Reference case

a. Maxamin

The "big" battle is not afraid of the sun in summer, and the "heat" is your little comfort.

The marketing poster for the Great Summer Season of the United States and Canada uses the blue ocean as the background and depicts a girl surfing on the beach. Highlight your own product, sunscreen, while creating a summer beach lifestyle. You are not afraid of being exposed to the sun in summer. As long as you use sunscreen, you can have your own little freedom.

b. Qia Qia

Great summer - no wind, bright sun, strong heat, Qia Qia learned to sing on the branches.

For Qiaqia’s marketing in the hot summer, the poster design uses two cicadas as the main body, and the word “Qia” in the slogan echoes the brand itself. The summer heat is intense, cicadas are singing on the branches, let’s “harvest” melon seeds together!

c. McDonald's

Every Summer Day, McDonald's will launch Great Summer peripherals. On the hot summer day of 2021, McDonald's invited fashion brand Randomevent to design and customize the "McDonald's Big Potato Day Limited 100% Series" peripherals. The peripherals include T-shirts, hats, folding chairs, and picnic mats. They have been sold in limited quantities online, adding fashionable color to summer. .

From Party Founding Day to China Navigation Day to Little Great Heat, July is a month with many festivals.

Different festivals need to be marketed according to different priorities: the Party Founding Day requires solemn tribute; the Kissing Festival requires romance and intimacy; the summer heat requires relief and health preservation? Choose a festival that suits your industry. Marketing can get twice the result with half the effort.

July is coming, remember these marketing nodes, maybe you can make your marketing a beautiful landscape!

The title picture comes from Unsplash, based on the CC0 protocol. Related questions and answers: What is the calendar from June to July of the lunar calendar in 1983?

The calendar from June to July of the lunar calendar in 1983. It starts from the first day of Jihai, followed by the second day of Gengzi. The third day of the Xinchou day, the fourth day of the Renyin day, the fifth day of the Guimao day, the sixth day of the Jiachen day, and the seventh day of the Yisi day. The eighth day of the lunar month. The ninth day of the lunar month of Dingwei. The tenth day of the Wushen lunar month. Already unit eleven. Gengxu twelve. Xinhai thirteen. Renzi fourteen. Guichou is fifteen, Jiayin is sixteen. Yimao seventeen. Bingchen eighteen. Ding Si is nineteen. Wuwu twenty. Ji Wei is twenty-one. Gengshen 22nd. Xinyou twenty-three. Renxu twenty-four, Guihai twenty-five. Jiazi twenty-six. Yichou twenty-seven and Bingyin twenty-eight. Dingmao twenty-nine. Wuchen thirty. .

Related Q&A: What are the major marketing events in June? How can we plan?

When planning marketing events or activities, you must "learn from others" and then use the opportunity to promote sales or do brand promotion. The event marketing node in June can be planned from two aspects:

First, it is the more influential historical events that occurred during this time period in history. It should be noted that they must be relevant to the products or services you plan. For example, if you sell CDs, you can create a theme that pays tribute to two rock superstars in the world (one is the international superstar Michael Jackson who passed away on June 25, 2009, and the other is the Asian superstar Wong Ka Kui, the lead singer of the BEYOND band, who died in 1993 You can design some interactive activities, such as which idol’s song you like the most, etc., so that fans can participate, and then design some prizes to form secondary publicity.

Second, there are the common international and Chinese-specific festivals in June, such as Children’s Day, June 18 Mid-year Sales, etc. Combined with the theme of the festival, do some related activity planning.

Send me an activity plan that I used to run for the team for your reference:

The above is a simple activity and promotion node table for the whole year, and the products in each industry are different. , so the marketing themes are different, but the time nodes can be used for reference.

As for the details of event planning, I will have the opportunity to share with you a special topic. You can also follow my headlines and communicate via private messages.