This presentation includes Holiday shopping trends as well as several digital marketing ideas to implement on both email and social

2. CRM Learning Series
Holiday Marketing
Boot Camp
September 2013
Presented by
Bridget Ferris Eric Roe
Social Marketing Manager Sr. Manager, CRM Solutions

3. 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%
Before Black Friday During Black Friday A few weeks before
holidays start
A few days before
holidays start
Source: UMGD Artist Analysis & Research 2012 Holiday Shopping Report

4. 2012 Shopping Trends
Purchase Decision Process
20%
50%
15% 15%
Know exactly what
I will be getting
Have an idea and
make a decision while
shopping
Purchase on impulse Purchase on
recommendations
from friends/ family
In general, people had a general idea of
what they wanted to purchase but decided
only while they were shopping.
Source: UMGD Artist Analysis & Research 2012 Holiday Shopping Report

5. 2012 Shopping Trends
Holiday Gifts
64% 62%
40%
32% 30%
15% 10%
20%
Apparel Gift
cards
Entertainment Electronics Music Home
furnishings
Mobile
devices
Other
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.
Source: UMGD Artist Analysis & Research 2012 Holiday Shopping Report

6. 2012 Shopping Trends
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.
40%
21%
16% 9% 7% 7% 5% 4% 2%
28%
Friend/
relative
recommended
Store
sale
Online
sale
Store
ads
TV
ads
Internet
ads
Radio
ads
Streaming
service
ads
Store
associate
recommended
Other
NOTE: Nearly everyone
who chose other said
that they bought it
because someone asked
for it.
Source: UMGD Artist Analysis & Research 2012 Holiday Shopping Report

7. 2012 Shopping Trends
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%
Their children Themselves Spouse/
Significant
other
Relatives Friend Parents Other
Average age of music recipient –
38 years old
Source: UMGD Artist Analysis & Research 2012 Holiday Shopping Report

8. Campaign Ideas
1. Black Friday & Cyber Monday
2. Christmas & Hanukkah
3. New Year’s Eve & Day

9. Thanksgiving, Black Friday & Cyber Monday
EMAIL
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

10. Thanksgiving, Black Friday & Cyber Monday
SOCIAL
• 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

11. Christmas & Hanukkah
SOCIAL
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 experience
o For Her, For Him, For the Hip Hop Head, For the Classical Fan, etc.

12. Christmas & Hanukkah
SOCIAL
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!

13. Christmas & Hanukkah
SOCIAL
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

14. Christmas & Hanukkah
EMAIL
Send holiday wishes from the artist
• Include photo or video from artist
• Great for artists not currently promoting a release

15. Christmas & Hanukkah
EMAIL
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

16. Christmas & Hanukkah
EMAIL
Other options
• Holiday-themed sweepstakes/contests
• Drive traffic to social media initiatives
• Create holiday-themed templates

17. New Year’s Eve & Day
EMAIL
Best of the Year Wrap Up Email
• Highlights best or most popular items of the year
(albums, favorites videos, singles, etc.)

18. New Year’s Eve & Day
EMAIL
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

19. 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
engagement
o UMG’s 2-week promotion in
2012 generated over 5,000
entries & 8,500 clicks on sales
link all for $0 investment
SOCIAL

20. 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

21. Start Now
Hanukkah 77
Black Friday 79
Christmas 105
New Year’s Eve 111
DAYS UNTIL…

22. Questions?

23. CRM Learning Series
Holiday Marketing
Boot Camp
September 2013
Presented by
Bridget Ferris Eric Roe
Social Marketing Manager Sr. Manager, CRM Solutions