marketing plan for the holidays
TRANSCRIPT
Rock Your Holidays With A Great Promotion Give yourself the gift of new customers
BE A MARKETER All it takes is Constant Contact®
#BeaMarketer
3
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
5
1. Have a plan
2. What’s your offer?
3. Set up a campaign
4.Next steps
6
Where are you today?
Agenda
7
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
8
Drive repeat business/loyalty
Reach new customers
Motivate donors & advocates
Increase membership/ subscriptions
How will you engage with customers?
9
Gift with purchase
Coupon / discount
Free shipping
Deals
Gift cards
10
1. Have a plan
New!
Regular customers or donors
VIPs
Segmentation... know what they want.
11
1. Have a plan
Seasonal customers or supporters
Divide people into groups based on information like interests and demographics.
12
Coupon / discount
Free shipping
Featured products
Website traffic
Reach them with email.
Increase awareness
Increase membership
Donate
1. Have a plan
13
1. Have a plan
Be clear.
14
1. Have a plan
1. Have a plan
15
Share your email newsletters
Post offers
Share product photos
Provide shopping advice
Be social...
Ask questions to spark conversation
Agenda
16
1. Have a plan
2. What’s your offer?
3. Set up a campaign
4.Next steps
2. What’s your offer?
17
2. What’s your offer?
Discounts Downloads Events
B2B Services Hints & Tips
Tips!
Support a Cause
What kind of offer?
18
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)
19
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
20
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
21
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
22
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!
23
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
24
1. Have a plan
2. What’s your offer?
3. Set up a campaign
4.Next steps
3. Set up a campaign
25
3. Set up a campaign
Pull response
Push content
What are campaigns?
26
1. Make it timely.
3. Set up a campaign
Leverage key dates
Note shipping deadlines
When do offers end?
3. Set up a campaign
27
Help them find the right gift
Communicate through pictures
Use design wisely & limit choices
2. Make it easy...
28
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
29
88% read reviews before purchasing
Don’t be afraid to ask!
Include relevant reviews, feedback, ratings & quotes
4. Make it engaging with reviews.
30
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
31
Avoid using too much text.
6. Make it mobile.
32
3. Set up a campaign
6. Make it mobile.
Avoid using multiple columns.
3. Set up a campaign
33
Use clear and easy calls to action.
6. Make it mobile.
34
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
35
Use images carefully.
6. Make it mobile.
Keep it simple.
3. Set up a campaign
36
37
3. Set up a campaign
38
3. Set up a campaign
Agenda
39
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
40
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
41
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
6
Hanukkah begins
7 Email promotion: Free stocking stuffer w/purchase
8 9 Facebook: Link to Pinterest board of gift ideas
10
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
23
24 Christmas Eve
25 Christmas
26
27 28 29
30
31 New Year’s Eve
4. Next steps
42
Sample marketing calendar
Regular Communication
Social Media
Promotional Communication
Holiday Event Affecting Business
Deadline-driven Communication
43
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...
44
4. Next steps
45
you’re not marketing.
BE A MARKETER All it takes is Constant Contact®
#BeaMarketer