© 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
what we’re doing today
what’s YOUR OFFER?3
2 create a holiday MARKETING STRATEGY
4 4 ways to MAKE YOUR PROMOTION GREAT
5 bring it all together, next steps
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
intro[areyouready?]marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary
© 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
intro[areyouready?]marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary
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3 quick tips for holiday promotion success
1. know yourgoal
2. know your offer
3. make ittimely
intro[areyouready?]marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary
© 2013
what we’re doing today
what’s YOUR OFFER?3
4 4 ways to MAKE YOUR PROMOTION GREAT
5 bring it all together, next steps
are you ready?1
2 create a holiday MARKETING STRATEGY
© 2013
what we’re doing today
2 create a holiday MARKETING STRATEGY
• 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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 2013
56%
unsubscribe because the content was not relevant
know what they want
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 2013
know what they want: segmentation
dividing people into groups based on information like interests and demographics
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
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know where to reach them: email• coupon/discount• free shipping• featured products• drive people to your website• donate• increase awareness• increase membership
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
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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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 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
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 2013
now it’s your turn…one week of Facebook…
23
friday
time:
thursday
time:
wednesday
time:
tuesday
time:
monday
time:
(celebrate!)
introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary
© 2013
what we’re doing today
what’s YOUR OFFER?3
4 4 ways to MAKE YOUR PROMOTION GREAT
5 bring it all together, next steps
are you ready?1
2 create a holiday MARKETING STRATEGY
© 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
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how will you engage with customers?
introareyouready?marketingstrategy[what’syouroffer?]4stepstogreatpromotionsummary
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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
introareyouready?marketingstrategy[what’syouroffer?]4stepstogreatpromotionsummary
© 2013
what we’re doing today
what’s YOUR OFFER?3
4 4 ways to MAKE YOUR PROMOTION GREAT
5 bring it all together, next steps
are you ready?1
2 create a holiday MARKETING STRATEGY
© 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
introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary
© 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
introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary
© 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
introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary
© 201334
4. make it shareable• what you do
– Share Bar– Simple Share
• what they do– ask people to Like, share,
retweet, pin
introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary
© 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]
© 2013
how to promote your Small Business Saturday offer
constantcontact.com/Saturday38
© 201339
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