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Holiday promotions planning & design for 2013 final

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Holiday promotions planning & design for 2013 final

  1. 1. holiday promotions: planning and design give yourself the gift of new customers © 2013
  2. 2. [intro]areyouready?marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary what we’re doing today 1 are you ready? 2 create a holiday MARKETING STRATEGY 3 what’s YOUR OFFER? 4 4 ways to MAKE YOUR PROMOTION GREAT 5 bring it all together, next steps © 2013
  3. 3. [intro]areyouready?marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary what we’re doing today 1 are you ready? 2 create a holiday MARKETING STRATEGY 3 what’s YOUR OFFER? 4 4 ways to MAKE YOUR PROMOTION GREAT 5 bring it all together, next steps © 2013
  4. 4. intro[areyouready?]marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary are you ready? holiday spending to increase by online holiday sales will increase by 11% 15.1% Source: Experian 4 Source: eMarketer © 2013
  5. 5. intro[areyouready?]marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary are you ready? 20% – 40% of yearly sales november 5 december january © 2013
  6. 6. intro[areyouready?]marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary begin preparing now 40% start shopping before Halloween Source: National Retail Foundation remember: this is part of building your long-term relationship with your customers know your goal for the holiday season © 2013
  7. 7. intro[areyouready?]marketingstrategywhat’syouroffer?4stepstogreatpromotionsummary 3 quick tips for holiday promotion success 1. know your goal 7 2. know your offer 3. make it timely © 2013
  8. 8. what we’re doing today 1 2 are you ready? create a holiday MARKETING STRATEGY 3 what’s YOUR OFFER? 4 4 ways to MAKE YOUR PROMOTION GREAT 5 bring it all together, next steps © 2013
  9. 9. what we’re doing today 2 create a holiday MARKETING STRATEGY • know your marketing goal • know your audience • know what they want • know where to reach them • know when to reach them © 2013
  10. 10. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know your marketing goal 1. know your goal 10 • • • • reach new customers drive repeat business/loyalty motivate donors and advocates increase membership/subscriptions © 2013
  11. 11. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know your audience • ask: – what frequency do they prefer? – what topics are they interested in? • use your reporting: – watch your open rates – check your click rates • what you get: – identify the right customer for the right promotion 11 © 2013
  12. 12. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know what they want unsubscribe because the content was not relevant © 2013
  13. 13. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know what they want: segmentation dividing people into groups based on information like interests and demographics © 2013
  14. 14. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know what they want: drive traffic with content engage with your social networks now with relevant content, so they are ready for the holiday season © 2013
  15. 15. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know where to reach them: email • • • • • • • 15 coupon/discount free shipping featured products drive people to your website donate increase awareness increase membership © 2013
  16. 16. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know where to reach them: mobile 90% of mobile searches lead to an action searchengineland.com 75% 70% who ran a local search via mobile acted within one hour used phone to get real-time, location-based information CMO Council PewInternet.org local search © 2013
  17. 17. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know where to reach them: social media • share your email newsletters • post offers • share product photos • provide shopping advice • ask questions to spark conversation 17 © 2013
  18. 18. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know where to reach them: social media name Facebook LinkedIn Twitter Pinterest Instagram Google+ smartphone users men, students, software developers all business young adults women, foodies, crafters good for what? sharing text, photos, video, links sharing news, product info, testimonials sharing news, text updates, links to info pinning photos, video, graphics sharing photos and video sharing text updates, links, photos, video best for what? sharing engaging content, reaching a large audience sharing products, how-to/tips, e-books showing what you do: products, people. behind the scenes increasing your searchability and expertise primary audience 18 thought leadership #ctctsocial sharing original and curated content @constantcontact © 2013
  19. 19. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know where to reach them: social media • use your networks strategically • match the value/volume that fits each network value high low high medium high volume low low high medium medium medium frequency 19 high 3x/week 3x/week 5x/day 3-5x/week 2-4x/week 3x/week © 2013
  20. 20. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know when to reach them • find out the best times and dates – check email reporting – check social media reporting • tools to help you schedule – email marketing – social media marketing • Facebook scheduling tool • HootSuite or TweetDeck 20 © 2013
  21. 21. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary know when to reach them: content calendar Sunday Monday Tuesday Wednesday Thursday Friday Saturday 2 Cyber Monday 3 4 5 6 monthly newsletter: gift ideas 7 8 email promotion: free stocking stuffer w/purchase 9 10 Facebook: 11 12 13 14 15 16 17 18 Facebook question: Who in your family is hardest to shop for? 19 20 Email: last chance for free shipping 21 22 link to Pinterest board of stocking stuffers 23 email promotion: stocking stuffer offer ends today 24 Christmas Eve 25 Christmas 26 27 28 29 30 31 New Year’s Eve 1 get ready for our Cyber Monday deals! link to Pinterest board of gift ideas regular communication social media promotional communication holiday/event affecting business deadline-driven communication 21 © 2013
  22. 22. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary one week of Facebook posts monday tuesday wednesday thursday friday time: morning time: noon time: morning time: afternoon time: noon Monday motivation quote did you know? fill in the blank having a sale this weekend! fun fact! or “check out these tips” glass of wine (celebrate!) 22 © 2013
  23. 23. introareyouready?[marketingstrategy]what’syouroffer?4stepstogreatpromotionsummary now it’s your turn…one week of Facebook… monday time: tuesday time: wednesday time: thursday time: friday time: (celebrate!) 23 © 2013
  24. 24. what we’re doing today 1 2 are you ready? create a holiday MARKETING STRATEGY 3 what’s YOUR OFFER? 4 4 ways to MAKE YOUR PROMOTION GREAT 5 bring it all together, next steps © 2013
  25. 25. introareyouready?marketingstrategy[what’syouroffer?]4stepstogreatpromotionsummary examples of offers • 20% off through Thursday • Buy one, get two • 1+1 = Fun (one for you, one for a friend) discounts • Newsletter review with every consult • Save 30% on initial consultation • 3 coaching sessions for price of 2 B2B services 25 • 5 Tips for downloads Better Gardens • Quickstart Guide • 7 Mistakes to avoid in your tax preparation • Mobile-friendly in 8 simple steps • Top Trends in Front- ofHouse Operations • DIY Precision Instrument Maintenance hints + tips • Register now, save 20% • 2-for-1 tix: register yourself, bring a friend for free! • 10 VIP seats left at standard price! event invites + updates • Help today and receive exclusive access! • Donate today for a chance to join us! • Join today and receive our Friends + Family discount support a cause © 2013
  26. 26. introareyouready?marketingstrategy[what’syouroffer?]4stepstogreatpromotionsummary how will you engage with customers? 26 © 2013
  27. 27. introareyouready?marketingstrategy[what’syouroffer?]4stepstogreatpromotionsummary make them notice • answer the question “Why should I care?” – use a strong subject line – make it clear what are you are offering • coupon/discount • free shipping • increase awareness of featured product 27 © 2013
  28. 28. what we’re doing today 1 2 are you ready? create a holiday MARKETING STRATEGY 3 what’s YOUR OFFER? 4 4 ways to MAKE YOUR PROMOTION GREAT 5 bring it all together, next steps © 2013
  29. 29. what we’re doing today 4 4 ways to MAKE YOUR PROMOTION GREAT 1. make it timely 2. make it easy 3. make it engaging 4. make it shareable © 2013
  30. 30. introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary 1. make it timely • take advantage of key dates • keep important shipping dates in mind • know when exclusive offers end 30 © 2013
  31. 31. introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary 2. make it easy • help them find the gift they are looking for • make your visuals do the talking • use design wisely • make your links work for your customers 31 © 2013
  32. 32. introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary 3. make it engaging – with video • videos increase clickthrough rates by 300% Forrester Research • spotlight your products, services and customers • promote your video 32 © 2013
  33. 33. introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary 3. make it engaging – with reviews • don’t be afraid to ask! • include relevant reviews, feedback, ratings and quotes • 90% read reviews before purchasing ChannelAdvisor “Global Consumer Shopping Habits Survey,” 2011 © 2013
  34. 34. introareyouready?marketingstrategywhat’syouroffer?[4stepstogreatpromotion]summary 4. make it shareable • what you do – Share Bar – Simple Share • what they do – ask people to Like, share, retweet, pin 34 © 2013
  35. 35. get set for success! ¤ determine your promotional goal ¤ create a holiday marketing strategy ¤ does your offer answer the question “Why should I care?” ¤ make your promotion great 1. 2. 3. 4. make it timely make it easy make it engaging make it shareable © 2013
  36. 36. introareyouready?marketingstrategywhat’syouroffer?4stepstogreatpromotion[summary] when you put it all together… 36 © 2013
  37. 37. introareyouready?marketingstrategywhat’syouroffer?4stepstogreatpromotion[summary] when you put it all together… 37 © 2013
  38. 38. how to promote your Small Business Saturday offer constantcontact.com/Saturday 38 © 2013
  39. 39. Special Offer Get a $25 gift card & a website template match when you buy Email Marketing, EventSpot, Social Campaigns or Online Survey on or before November 22nd Enter code: 25EVENT at checkout Fine print: To receive the gift card, you must remain a customer in good standing for at least 2 months. Gift card will be sent to the billing address on your account in February. 39 © 2013

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