Download - Marketing Plan For The Holidays
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Rock Your Holidays With A Great Promotion Give yourself the gift of new customers
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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...
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Seize the moment!
Source: National Retail Federation
20%- 40% of yearly sales
NOV DEC JAN
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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?
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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
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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
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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
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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
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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
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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
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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?
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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
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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
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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.
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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
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3. Set up a campaign
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Use images carefully.
6. Make it mobile.
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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
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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
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Quick review...
4. Next steps
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Know your goal
Know your offer
Make it timely
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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
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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
6
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
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If you’re not measuring...
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4. Next steps
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you’re not marketing.
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BE A MARKETER All it takes is Constant Contact®
#BeaMarketer