Black Friday 2011: What worked?Our key insights are distilled below:FINDINGS RECOMMENDATIONS1 Brand messaging + social media = ! Create a brand marketing wrapper for all Target was unique in its holiday social media tactics. RETAILER focus on a holiday- The brand marketing aspect of DEAL specific brand campaign YOU holiday marketing remains an (Christmas Champ) and RETAILER untapped opportunity for most was significantly more brands. Use this opportunity to DEAL effective than competi- RETAILER ride increased interest in tors in driving branded retailers and build awareness DEAL campaign activity. Why? of the retailer’s deals, not just the deals themselves. BRAND MARKETING2 It’s not all about that one day... So extend aggressively post-event. Other times are equally BLACK FRIDAY SALES BUILDUP There is significant opportunity to BLACK FRIDAY SALES EXTENSION busy in terms of aggregate further engage the audience in the November 2011 November 2011 activity across all retailers lull following an important event. 1 2 3 4 5 1 2 3 4 5 studied, but most retailer Ecosystem activity doesn’t drop off – 6 7 8 9 10 11 12 6 7 8 9 10 11 12 tactics target the before why should marketer attention? 13 14 15 16 17 18 19 13 14 15 16 17 18 19 and during periods. Where 20 21 22 23 24 25 26 20 21 22 23 24 25 26 — and when — should 27 28 29 30 1 2 27 28 29 30 1 2 focus your efforts?3 Holiday cause marketing is popular... But save those dollars for another time. But none of the major retailers saw significant reaction The noise generated by seasonal events tends to drown to cause marketing campaigns. Why would that be the out everything else. Cause campaigns failed to register as case during the “season of giving?” significant drivers of activity. Brands are better served by SAVE THE WHALES! scheduling these activities in less distracting times of year. BEAT CANCER! END HUNGER! KIDS! SALES! DEALS! NO TIME! BILLS! CONVENIENCE!4 Ecosystem size matters, as does the medium... So leverage video across your eco- Toys ‘R Us has the smallest VIDEO TV OTHER BRANDS system for cross-channel integration ecosystem size across the studied retailers and was Brands like Target and Kohl’s that ineffective in capturing established video as the centerpiece significant share of campaign BLOGS MOBILE of their integrated campaign had great or shopping activity despite success in sparking activity in their tactics similar to other brands. ecosystem. A customized campaign And some types of media saw that leverages television’s reach and greater rewards than others. social media’s viral potential makes a Who won, and why? potent combination. Want to know more? Contact us at firstname.lastname@example.org or visit dachisgroup.com.