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Group 8A MARKETING MATH
THE CASE FOR

DISPROPORTIONATE

HOLIDAY SPEND
NORMAL MATH

112
+

=
HOLIDAY MATH

113
+

=
????
WHAT CHANGES

DURING HOLIDAY?
+++
MORE CONSUMER AWARENESS
MORE AD IMPRESSIONS

+50%
+++
MORE ATTENTIVE AUDIENCE
HIGHER CTR

+100%
+++
MORE POTENTIAL CUSTOMERS
MORE DIRECT TRAFFIC

+150%
+++
MORE REASONS TO BUY
HIGHER AOV

+30%
+++
MORE RESPONSIVE CUSTOMER
HIGHER CONV RATE

+60%
TOGETHER THESE
SEPARATE INCREASES...
+
+50%

+
+100%

+
+150%

=
+390%
TOTAL PERCENTAGE
INCREASE

+
+30%

+60%
...BECOME GREATER THAN
THE SUM OF THEIR PARTS
Ad Impressions

CTR

Direct Traffic

AOV

Conversion Rate

TOTAL SALES

Norm...
>

555%
IS GREATER THAN

390%
THIS IS

DISPROPORTIONATE

HOLIDAY SPEND
Visitors

AVERAGE
MONTH
vs.
HOLIDAY
MONTH

%

Conv Rate

AOV

CPC

Spend

Sales

...
????
SO WHAT DOES

ALL OF THIS

MEAN?
DURING HOLIDAY
INVEST MORE:
TIME

ENERGY

MONEY

$
CONSUMER

DEMAND
HEAT MAP

Lowest
Demand

Highest
Demand
HOLIDAY DEMAND

IS DISPROPORTIANATELY HIGH
CONSUMER

DEMAND
HEAT MAP

Lowest
Demand

Highest
Demand
LEVERAGE THIS DEMAND
ACROSS MULTIPLE
MARKETING CHANNELS
DISPLAY ADS
TAKE A GREAT AD

OFF
AND MAKE IT GREAT FOR
HOLIDAY

OFF
DO THE SAME FOR TEXT ADS
-Specific call out for holiday, updated daily to stay current
-Strong copy creates a sense of urg...
MORE TARGETED
MORE REMARKETING
MORE PROMOTIONAL*

!!!

*DON’T BE CHEESY THOUGH
EMAIL
SEND MORE
EMAILS
DURING HOLIDAY SEASON

EVERY ADDITIONAL
EMAIL YOU SEND
DISPROPORTIONATELY
AFFECTS SALES
SEND LOUDER
EMAILS
DURING HOLIDAY SEASON

YOU CAN BE MORE
PROMOTIONAL
WITHOUT RISKING
BRAND EROSION
A LOUD EMAIL:
50% Off Everything! Cyber Monday Biggest Sale of the Year

Strong,
promotional
subject line

Bold creative
r...
INCREASE
SEGMENTATION
CHANGE UP CREATIVES

TO MAXIMIZE RELEVANCE
AFFILIATES
AFFILIATE STRATEGY
CREATE PROMOTIONS THAT ARE
MEANINGFUL, AND ARE THEREFORE
GREAT CONTENT
WHY THERE ARE MORE AFFILIATE
OPPORTUNITIES DURING HOLIDAY:

+
MORE
INTERESTED
READERS

=
MORE
PARTICIPATING
SITES

MORE
AF...
GOOD
AFFILIATE
STRATEGY
-Exclusive Content
-Relevant Partnerships
-Limited Supply
SOCIAL
DURING MOST OF THE YEAR

SOCIAL IS NOT AN
EFFECTIVE DIRECT SALES
CHANNEL..
BECAUSE MOST SOCIAL USERS

ARE LOOKING FOR
SOCIAL CONTENT,
NOT DEALS
BUT HOLIDAY IS THE MOST
WONDERFUL TIME OF THE
YEAR FOR SOCIAL...
BECAUSE DURING HOLIDAY

PROMOTIONS

=

SOCIAL CONTENT
MEANING IF YOUR PROMOTIONS ARE

ENGAGING,
AGGRESSIVE,
OR UNIQUE
FUN
MEANING IF YOUR PROMOTIONS ARE

ENGAGING,
AGGRESSIVE,
OR UNIQUE
PEOPLE WILL
!!!!!
IF OPPORTUNITY DURING HOLIDAY IS

DISPROPORTIONATELY

HUGE
????
WHY WOULD YOU NOT INVEST

DISPROPORTIONATELY

MORE
“BUT I DO SPEND MORE
DURING HOLIDAY SEASON”
Marketing is 10% of Revenue, and
Revenue’s Highest During Holiday
THE PROBLEM WITH THIS IS THAT ITS NOT

DISPROPORTIONATELY

MORE
10%

OF REVENUE
AS MARKETING
BUDGET

IS BY DEFINITION

PROPORTIONAL
Disproportionate Value
Proposition
Should
EQUAL

Disproportionate
Ad SPend
LIKE THIS DECK?
GET IN TOUCH!

646.374.8771 | sales@group8a.com | group8a.com | @group_8a

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AFFILIATE STRATEGY CREATE PROMOTIONS THAT Holiday Marketing Math

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AFFILIATE STRATEGY
CREATE PROMOTIONS THAT ARE
MEANINGFUL, AND ARE THEREFORE
GREAT CONTENT

Published in: Business, News & Politics

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