marketing plan for the holidays

Rock Your Holidays With A Great Promotion Give yourself the gift of new customers

BE A MARKETER All it takes is Constant Contact®

#BeaMarketer

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4.1% Holiday

spending 13.9%

Source: Retail TouchPoints Source: eMarketer

Are you ready?

to increase by...

Online holiday sales

to increase by...

Seize the moment!

Source: National Retail Federation

20%- 40% of yearly sales

NOV DEC JAN

Agenda

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1. Have a plan

2. What’s your offer?

3. Set up a campaign

4.Next steps

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Where are you today?

Agenda

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1. Have a plan

2. What’s your offer?

3. Set up a campaign

4.Next steps

1. Have a plan

Know your marketing goal.

1. Have a plan

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Drive repeat business/loyalty

Reach new customers

Motivate donors & advocates

Increase membership/ subscriptions

How will you engage with customers?

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Gift with purchase

Coupon / discount

Free shipping

Deals

Gift cards

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1. Have a plan

New!

Regular customers or donors

VIPs

Segmentation... know what they want.

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1. Have a plan

Seasonal customers or supporters

Divide people into groups based on information like interests and demographics.

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Coupon / discount

Free shipping

Featured products

Website traffic

Reach them with email.

Increase awareness

Increase membership

Donate

1. Have a plan

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1. Have a plan

Be clear.

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1. Have a plan

1. Have a plan

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Share your email newsletters

Post offers

Share product photos

Provide shopping advice

Be social...

Ask questions to spark conversation

Agenda

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1. Have a plan

2. What’s your offer?

3. Set up a campaign

4.Next steps

2. What’s your offer?

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2. What’s your offer?

Discounts Downloads Events

B2B Services Hints & Tips

Tips!

Support a Cause

What kind of offer?

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2. What’s your offer?

Downloads Events

B2B Services Hints & Tips

Tips!

Support Cause

Discounts

• 20% off through Thursday

• Buy one, get two

• 1+1=Fun (one for you, one for a friend)

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2. What’s your offer?

Events

B2B Services Hints & Tips

Tips!

Support Cause

Discounts

• 5 tips for better gardens

• Quickstart guide

• 7 mistakes to avoid in your tax preparation

Downloads

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2. What’s your offer?

B2B Services Hints & Tips

Tips!

Support Cause

Discounts Downloads

• Register now, save 20%

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

• 10 VIP seats left at standard price!

Events

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2. What’s your offer?

Hints & Tips

Tips!

Support Cause

Discounts Downloads Events

• Newsletter review with every consult

• Save 30% on initial consultation

• 3 coaching sessions for the price of 2

B2B Services

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2. What’s your offer?

Support Cause

Discounts Downloads Events

B2B Services

• Mobile-friendly in 8 simple steps

• Top trends in front-of-house operations

• DIY precision instrument maintenance

Hints & Tips

Tips!

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2. What’s your offer?

Discounts Downloads Events

B2B Services Hints & Tips

Tips!

• Help today and receive exclusive access!

• Donate today for a chance to join us!

• Join today and receive our Friends + Family discount

Support Cause

Agenda

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1. Have a plan

2. What’s your offer?

3. Set up a campaign

4.Next steps

3. Set up a campaign

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3. Set up a campaign

Pull response

Push content

What are campaigns?

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1. Make it timely.

3. Set up a campaign

Leverage key dates

Note shipping deadlines

When do offers end?

3. Set up a campaign

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Help them find the right gift

Communicate through pictures

Use design wisely & limit choices

2. Make it easy...

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3. Make it engaging with video.

3. Set up a campaign

Videos increase click-through rates by 300%

Spotlight your products & customers

Promote your video

Source: Forrester Research

3. Set up a campaign

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88% read reviews before purchasing

Don’t be afraid to ask!

Include relevant reviews, feedback, ratings & quotes

4. Make it engaging with reviews.

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5. Make it sharable.

3. Set up a campaign

Share bar

Simple Share

Ask people to like, share, retweet, pin

3. Set up a campaign

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Avoid using too much text.

6. Make it mobile.

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3. Set up a campaign

6. Make it mobile.

Avoid using multiple columns.

3. Set up a campaign

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Use clear and easy calls to action.

6. Make it mobile.

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3. Set up a campaign

6. Make it mobile.

Avoid tiny fonts.

Minimum: 22 point headlines, 11 point

body text, improved contrast

9 point font, headlines don’t

stand out

3. Set up a campaign

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Use images carefully.

6. Make it mobile.

Keep it simple.

3. Set up a campaign

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3. Set up a campaign

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3. Set up a campaign

Agenda

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1. Have a plan

2. What’s your offer?

3. Set up a campaign

4.Next steps

4. Next steps

Quick review...

4. Next steps

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Know your goal

Know your offer

Make it timely

M T W T F

Time: morning Time: noon Time: morning Time: afternoon Time: noon

Monday motivation quote

Did you know? or Check out these tips!

Fill in the blank Having a sale this weekend!

Fun fact!

4. Next steps

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One week of Facebook posts

S M T W T F S

30 Here’s our cyber Monday deals!

1

Giving Tuesday

2 3 4 5 Monthly Newsletter: Gift ideas

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Hanukkah begins

7 Email promotion: Free stocking stuffer w/purchase

8 9 Facebook: Link to Pinterest board of gift ideas

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11 12

13 14

Hanukkah ends

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

18 19 Email: Last chance for free shipping

20 21 Link to Pinterest board of stocking stuffers

22 Email promotion: Stocking stuffer offer ends today

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24 Christmas Eve

25 Christmas

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27 28 29

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31 New Year’s Eve

4. Next steps

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Sample marketing calendar

Regular Communication

Social Media

Promotional Communication

Holiday Event Affecting Business

Deadline-driven Communication

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4. Next steps

• Set up “Welcome” & “Update” messages

• Pre-schedule campaigns

• Create a series using an autoresponder

• Schedule your posts with Facebook or Hootsuite

• Spend 20 minutes at a time, 3-5 times a week

Automate what you can

If you’re not measuring...

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4. Next steps

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you’re not marketing.

BE A MARKETER All it takes is Constant Contact®

#BeaMarketer