holiday marketing boot camp

CRM Learning Series

Holiday Marketing Boot Camp

September 2013

Presented by

Bridget Ferris Eric Roe Social Marketing Manager Sr. Manager, CRM Solutions

2012 Shopping Trends

When Is The Bulk Of Holiday Shopping Done?

Despite the big push for sales during the Black Friday shopping events, consumers generally waited until a little later to purchase before the holidays started.

20% 18%

47%

16%

Source: UMGD Artist Analysis & Research 2012 Holiday Shopping Report


Purchase Decision Process

20%

50%

15% 15%

In general, people had a general idea of what they wanted to purchase but decided only while they were shopping.



Holiday Gifts

Apparel Giftcards

Enter-tainment

Electronics Music Homefurnishings

Mobiledevices

Other

64% 62%

40%

32% 30%

15%10%

20%

The majority of consumers purchased apparel or gift cards for their holiday shopping. The purchases were mainly done in a physical store, though over 1/3 of respondents purchased their gifts online via a computer.



Music Purchase Decision Source

The decision to buy music was mostly driven either through a recommendation from someone they knew or as a direct request by the recipient.

Friend/relativerecom-

mended

Storesale

Onlinesale

Storeads

TVads

Internetads

Radioads

Streamingservice

ads

Storeassociaterecom-

mended

Other

40%

21%16%

9% 7% 7% 5% 4% 2%

28%

NOTE: Nearly everyone who chose other said that they bought it because someone asked for it.



Music Gift Recipient

Recipients of music as gifts were most likely to be for their own children or for themselves.

40% 36%30%

25%21%

13%6%

Average age of music recipient – 38 years old


Campaign Ideas

1. Black Friday & Cyber Monday

2. Christmas & Hanukkah

3. New Year’s Eve & Day

Thanksgiving, Black Friday & Cyber MondayEMAIL

Scheduling & Sending• Schedule all your emails before Thanksgiving• Make sure Black Friday emails are sent at least a

couple days prior

Subject Lines & Content• Make sure your subjects are engaging - you’re

competing for inbox time• Keep your subjects short – mobile viewing rates

increase during holidays• Highlight special offers – fans are looking for deals• Personalize

Thanksgiving, Black Friday & Cyber MondaySOCIAL• Follow up on your email campaign• Music to be “Thankful for” posts spur engagement• Remind fans of sale in an engaging way to stand out from the

noise• Don’t forget about Cyber Monday - Schedule, schedule,

schedule

Christmas & HanukkahSOCIAL

Gift Giving Guides• Include social sharing options

o Give ‘em a hint! Share your perfect music gift for all your friends to see.

• Categories provide a more interactive experienceo For Her, For Him, For the Hip Hop Head, For the Classical Fan, etc.


Reward fans with content countdowns• 12 Days of Verve campaign

o 1 free download every day• Partner with a brand or

publication for extra exposure

Goals of countdown campaigns• Grow social pages• Increase daily traffic• Exposure for releases

Plan early!


Holiday-themed Photo Challenge on Instagram• Great for both label & artist

pages• Include a prize each day or at

the end of the challenge o Make sure to create rules

for this challenge if giving away

• To promote the challenge, feature fan photos on Facebook & Twitter throughout the month

Christmas & HanukkahEMAIL

Send holiday wishes from the artist• Include photo or video from artist• Great for artists not currently promoting a

release


Product Emails• Keep content simple• Add some urgency to the message• Send early and give fans enough

time to purchase

Holiday Deals & Gift Ideas• Feature deal or gift suggestions

prominently• Product shots & larger graphics

more acceptable


Other options• Holiday-themed sweepstakes/contests• Drive traffic to social media initiatives• Create holiday-themed templates

New Year’s Eve & DayEMAIL

Best of the Year Wrap Up Email• Highlights best or most popular items of

the year (albums, favorites videos, singles, etc.)

New Year’s Eve & DayEMAIL

New Year’s Thank Yous & Resolutions• Great time to remind fans

about social networks and other channels

• Highlight last minute sales, gift cards, etc.

New Year’s Eve Events• Live Events/Tour Dates• TV Appearances

New Year’s Eve & Day

Specifically call out Gift Card redemption

Best of the year voting campaigns• Include a sweepstakes

element to add even more incentive for engagemento UMG’s 2-week promotion

in 2012 generated over 5,000 entries & 8,500 clicks on sales link all for $0 investment

SOCIAL

Things To Consider

App & website development takes weeks/months• Start talking to app developers now and getting price quotes• Always consider your goal when cultivating your strategy and the

promotion’s functionality• Contact UMGD early for any ExactTarget integration to avoid

holiday traffic

Paid Advertising• Consider Facebook Custom Audiences as part of your marketing

budget

Start working with the sales department now• Q4 releases have been announced• Coordinate on sales strategy with retailers and accounts• Don’t forget about partnership opportunities to amplify your holiday

marketing even further

Start Now

Hanukkah 77

Black Friday 79

Christmas 105

New Year’s Eve 111

DAYS UNTIL…

Questions?

CRM Learning Series

Holiday Marketing Boot Camp

September 2013

Presented by

Bridget Ferris Eric Roe Social Marketing Manager Sr. Manager, CRM Solutions

holiday marketing boot camp

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