---
title: "Three Key Points and Eight Notes for Successful Holiday Marketing"
description: "China has 117 holidays (including weekends) each year, nearly one-third of the year, making holidays crucial for FMCG sales. To succeed in holiday marketing, companies must grasp three key points: setting clear marketing goals, choosing resonant themes, and building action plans, while also paying attention to eight aspects such as creative design, product mix, and staff training."
author: "蒋军"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2014-11-03"
language: "en"
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# Three Key Points and Eight Notes for Successful Holiday Marketing

> China has 117 holidays (including weekends) each year, nearly one-third of the year, making holidays crucial for FMCG sales. To succeed in holiday marketing, companies must grasp three key points: setting clear marketing goals, choosing resonant themes, and building action plans, while also paying attention to eight aspects such as creative design, product mix, and staff training.

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China currently has 117 holidays (including weekends), accounting for nearly one-third of the year. For consumer products, holidays undoubtedly have a significant effect on boosting sales. However, many manufacturers have mixed feelings about holidays: they love the bustling crowds and strong purchasing power, but hate the huge investment in manpower and resources that may not yield good results.

So, what are the key points and aspects we need to grasp for holiday marketing? This year, National Day and Mid-Autumn Festival coincide, making it even harder to stand out and highlight product and brand information during the double festival. How to master the rhythm and frequency of holiday marketing requires manufacturers and distributors to prepare and plan early.

**Three Key Points of Holiday Marketing**

**1. Define Marketing Goals**

For any marketing activity, setting goals is the first priority. Holiday marketing is no exception.

First, marketing goals must align with the company's marketing strategy. For holiday marketing, determine whether the goal is brand promotion, word-of-mouth, or just short-term sales. Of course, sales are also an important part of the activity.

Second, through the activity, understand the target consumers' lifestyle and habits, providing a basis for brand promotion and shaping. For example, provide references for media campaigns like outdoor ads and TV commercials.

Third, leverage the concentrated holiday consumption to launch new products, quickly reaching consumers and facilitating rapid market entry.

Therefore, set clear marketing goals, such as sales volume, sales revenue, target consumer reach, and participation.

**2. Choose Marketing Themes**

Many channel marketing activities have become breeding grounds for distributors' "gray income"; consumer activities often end up as "watch the show, play games, and leave" under the "unspoken rule." Such marketing activities are meaningless. After the activity ends, consumers leave without even remembering the brand. So, what is the biggest problem? It's not that the activity isn't exciting or lively, but that the theme is unclear and fails to move people.

Themes need "planning," and planning requires "creativity." The theme must be combined with the brand and product, and also adapt to the identity and characteristics of the target group. So, when determining the theme, start by selecting target consumers. For example, choose consumers within a certain "circle" or based on a specific "hobby," and embed such themes into the activity to resonate.

For instance, design activities targeting family purchases, or design activities for children, and unify them under the overarching theme of National Day and Mid-Autumn Festival.

**3. Build Action Plans**

The general principle is to have continuous small highlights and small climaxes, not to be "flat throughout." Processes and standards are very important, but they must be closely tied to the activity's theme and purpose, and never forgotten. Because marketing activities are not charity dinners; they require returns. Marketing activities must demonstrate value: first, target consumers gain value; second, manufacturers and distributors gain value appreciation.

Strictly follow the established process to ensure the effectiveness and impact of the marketing activity. This mainly includes the following items: plan formulation, including content, form, and carrier. If it's an in-store display, emphasize vividness and fun; if it's an outdoor activity, interactivity must be high to increase consumer participation.

For organizational support, establish a dedicated promotion team. This ensures accurate and timely execution, and provides strong resource support.

**Eight Notes for Holiday Marketing**

**1. Creative Design**

Every year, many companies lament that holiday marketing has become a "chicken rib"—tasteless to eat, but a pity to discard. They have to do it because everyone else is doing it, and distributors demand it. One important task is to design creative activity themes and content. Themes and activities without creativity are like bodies without souls, attracting no attention at all.

**2. Product Mix**

During holidays, the product mix should suit the purchasing habits of target consumers. Large packages and large packages with gifts are good choices because there are more family consumers. At the same time, it's a good time to promote and launch new products, as customers have ample time to absorb information and listen to promoters' introductions and recommendations. Old products and products nearing their "best-before" date can be offered at special prices or with gifts during the holiday sales boom. In short, adopt a strategy of using new products to drive old ones, highlighting new products.

**3. Two-Way Interaction**

Simply talking to oneself won't attract attention. With consumers becoming increasingly rational, it's essential to create an experiential consumer atmosphere. For in-store marketing activities, break away from the cliché of free tastings and samples. Shaping the atmosphere in small in-store areas is crucial. Salespeople's scripts should be appropriately standardized, incorporating fun and interactive elements.

**4. Manufacturer-Distributor Cooperation**

Holiday marketing is not just the manufacturer's business; distributors must also cooperate fully, such as stocking up on inventory, having staff in place, and ensuring logistics and delivery. For in-store displays and shelf space, negotiate with the store before the holiday to secure good positions and arrange them reasonably.

**5. Rhythm Control**

With National Day and Mid-Autumn Festival overlapping, it's hard to promote and market them separately. So, design a unified theme, such as "National Celebration, Family Reunion." Pre-holiday preparations should not delay or affect daily sales. Because preparing for the holiday consumes a lot of time and energy, it will more or less impact daily sales.

Recently, I visited several mobile phone and appliance stores and found that during the holiday season, many products were out of stock, and staff morale was low. I visited several stores and saw the same. At first, I was puzzled. But after careful observation and asking several staff members, I understood.

It turned out that to prepare for the "double festival," staff were busy moving materials, gifts, and promotional items every day, severely draining their energy. Combined with generally poor pre-holiday performance and the distraction of moving materials, sales declined, leading to a serious drop in service quality. There were frequent arguments with customers or neglect of customers. Several stores had customers complaining about service quality, and some even had arguments leading to returns.

**6. Staff Training**

Long-term training is to improve staff quality; short-term training is to familiarize staff with holiday activity content and processes. Ultimately, it's to provide better service to customers. This step is essential. First, it raises awareness and serves as a reminder and warning; second, it standardizes behavior to ensure nothing goes wrong.

**7. Handling Emergencies**

During holidays, with large crowds and frequent transactions, problems are inevitable, such as misunderstandings, inadequate service, or even shortcomings in sales policies. This requires emergency response plans, with dedicated personnel on duty to handle issues.

**8. Evaluation and Improvement**

Acquiring a new customer costs more than three times as much as retaining an existing one. So, within three days after the activity ends, complete follow-up calls, letters, or emails to listen to consumer opinions and evaluate and improve the activity.

First, since it's a holiday operation model, it should be standardized and replicable. Establish a dedicated promotion team to execute the activity.

Second, provide support from marketing strategy, resources, and personnel for holiday marketing, and establish comprehensive processes and standardized models before, during, and after the activity.

Third, provide good follow-up service. It's better to maintain one existing customer than to work hard to acquire ten "unreliable" new customers.

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