Holiday promotions planning & design for 2013 final

© 2013

holiday promotions:planning and designgive yourself the gift

of new customers

© 2013

what we’re doing today

2 create a holiday MARKETING STRATEGY

what’s YOUR OFFER?3

are you ready?1

[intro]areyouready?marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary

4 4 ways to MAKE YOUR PROMOTION GREAT

5 bring it all together, next steps

© 2013






are you ready?1

[intro]areyouready?marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary

© 20134

are you ready?

online holiday sales will increase by

15.1%Source: eMarketer

holiday spending to increase by

11%Source: Experian

intro[areyouready?]marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary

© 20135

20% – 40%of yearly sales

are you ready?

november december january


© 2013

begin preparing now

40% start shopping

before Halloween

remember: this is part of building your long-term

relationship with your customers

know your goal for the

holiday season

Source: National Retail Foundation


© 20137

3 quick tips for holiday promotion success

1. know yourgoal

2. know your offer

3. make ittimely


© 2013





are you ready?1


© 2013



• know your marketing goal

• know your audience

• know what they want

• know where to reach them

• know when to reach them

© 2013

know your marketing goal

10

1. know yourgoal

• reach new customers • drive repeat business/loyalty• motivate donors and advocates• increase membership/subscriptions

introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary

© 2013

know your audience

11

•ask: – what frequency do they prefer?– what topics are they interested in?

•use your reporting:– watch your open rates– check your click rates

•what you get:– identify the right customer for the

right promotion


© 2013

56%

unsubscribe because the content was not relevant

know what they want


© 2013

know what they want: segmentation

dividing people into groups based on information like interests and demographics


© 2013

know what they want: drive traffic with content

engage with your social networks now with relevant content, so they are ready for the holiday season


© 201315

know where to reach them: email• coupon/discount• free shipping• featured products• drive people to your website• donate• increase awareness• increase membership


© 2013

75%used phone to get real-time,

location-based information

70%who ran a local search via mobile acted within one hour

90%of mobile searcheslead to an action

local search

PewInternet.org

searchengineland.com

CMO Council

know where to reach them: mobile


© 201317

know where to reach them: social media

• share your email newsletters

• post offers• share product photos• provide shopping advice• ask questions to spark

conversation


© 201318

name Facebook LinkedIn Twitter Pinterest Instagram Google+

primary audience

all business young adultswomen, foodies, crafters

smartphone users

men, students, software

developers

good for what?

sharing text, photos,

video, links

sharing news,

product info, testimonials

sharing news, text updates,

links to info

pinning photos, video,

graphics

sharing photos and

video

sharing text updates,

links, photos, video

best for what?

sharing engaging content,

reaching a large

audience

thought leadership

sharing original and

curated content

sharing products,

how-to/tips, e-books

showing what you do:

products, people.

behind the scenes

increasing your

searchability and

expertise

#ctctsocial @constantcontact

know where to reach them: social media


© 201319

know where to reach them: social media• use your networks strategically• match the value/volume that fits each network

value high high low high medium high

volume low low high medium medium medium

frequency 3x/week 3x/week 5x/day 3-5x/week 2-4x/week 3x/week


© 201320

• find out the best times and dates– check email reporting– check social media reporting

• tools to help you schedule– email marketing– social media marketing

• Facebook scheduling tool• HootSuite or TweetDeck

know when to reach them


© 2013

know when to reach them: content calendar

21

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 get ready for our Cyber Monday deals!

2 Cyber Monday

3 4 5 6 monthly newsletter: gift ideas

7

8 email promotion: free stocking stuffer w/purchase

9 10 Facebook: link to Pinterest board of gift ideas

11 12 13 14

15 16 17 18 Facebook question: Who in your family is hardest to shop for?

19 20 Email: last chance for free shipping

21

22 link to Pinterest board of stocking stuffers

23 email promotion: stocking stuffer offer ends today

24 Christmas Eve 25 Christmas 26 27 28

29 30 31 New Year’s Eve

regular communication

social media

promotional communication

holiday/event affecting business

deadline-driven communication


© 2013

one week of Facebook posts

22

glass of wine(celebrate!)

friday

fun fact!

time: noon

thursday

having a sale this

weekend!

time: afternoon

wednesday

fill in the blank

time: morning

tuesday

did you know?

or

“check out these tips”

time: noon

monday

Monday motivation

quote

time: morning


© 2013

now it’s your turn…one week of Facebook…

23

friday

time:

thursday

time:

wednesday

time:

tuesday

time:

monday

time:

(celebrate!)


© 2013





are you ready?1


© 201325

examples of offers

discounts• 20% off through

Thursday• Buy one, get two• 1+1 = Fun (one

for you, one for a friend)

downloads• 5 Tips for Better

Gardens• Quickstart

Guide• 7 Mistakes to

avoid in your tax preparation

supporta cause

• Help today and receive exclusive access!

• Donate today for a chance to join us!

• Join today and receive our Friends + Family discounthints + tips

• Mobile-friendly in 8 simple steps

• Top Trends in Front- of-House Operations

• DIY Precision Instrument MaintenanceB2B services

• Newsletter review with every consult

• Save 30% on initial consultation

• 3 coaching sessions for price of 2

event invites +updates

• Register now, save 20%

• 2-for-1 tix: register yourself, bring a friend for free!

• 10 VIP seats left at standard price!

introareyouready?marketingstrategy[what’syouroffer?]4stepstogreatpromotionsummary

© 201326

how will you engage with customers?


© 201327

make them notice• answer the question

“Why should I care?”– use a strong subject line– make it clear what are you

are offering• coupon/discount• free shipping• increase awareness of

featured product


© 2013

what we’re doing today4 4 ways to MAKE YOUR PROMOTION GREAT

1. make it timely

2. make it easy

3. make it engaging

4. make it shareable

© 201330

1. make it timely• take advantage of key

dates• keep important shipping

dates in mind• know when exclusive

offers end

introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary

© 201331

2. make it easy• help them find the gift they

are looking for• make your visuals do the

talking• use design wisely• make your links work for

your customers


© 201332

3. make it engaging – with video• videos increase click-

through rates by 300% Forrester Research

• spotlight your products, services and customers

• promote your video


© 2013

3. make it engaging – with reviews• don’t be afraid to ask!• include relevant reviews,

feedback, ratings and quotes

• 90% read reviews before purchasingChannelAdvisor “Global Consumer Shopping Habits Survey,” 2011


© 201334

4. make it shareable• what you do

– Share Bar– Simple Share

• what they do– ask people to Like, share,

retweet, pin


© 2013

get set for success!

1. make it timely2. make it easy3. make it engaging4. make it shareable

determine your promotional goal¤

create a holiday marketing strategy¤

make your promotion great¤

does your offer answer the question “Why should I care?”¤

© 201336

when you put it all together…

introareyouready?marketingstrategywhat’syouroffer?4stepstogreatpromotion[summary]

© 201337

when you put it all together…

introareyouready?marketingstrategywhat’syouroffer?4stepstogreatpromotion[summary]

© 201339

Special OfferGet a $25 gift card & a website template match

when you buy Email Marketing, EventSpot, Social

Campaigns or Online Survey on or before November 22nd

Enter code: 25EVENT at checkout Fine print: To receive the gift card, you must remain a

customer in good standing for at least 2 months. Gift card will be sent to the billing address on your account in February.

Holiday promotions planning & design for 2013 final

Business

Transcript of Holiday promotions planning & design for 2013 final