Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Tips and Tricks for Planning a Successful Holiday Marketing CampaignGoogle & Anvil Breakfast Workshop

Kent LewisPresident & Founder

@AnvilMedia@KentjLewis

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.2

Measurable Marketing That Moves You

Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc.

Agenda: Holiday Marketing

—Holiday Statistics

—Planning

—Best Practices

—Case Studies

—Resources

—Special Offers

—Q&A

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Holiday Statistics: Significant Spend

— The 2016 holiday season may approach $90 billion

— For the first time, more people shopped online than in stores between Thanksgiving and Black Friday weekend in 2015

— 76% of people surveyed used online means to do their holiday shopping in 2015 -Edison Research

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Holiday Statistics: Significant Spend

—30% of shoppers researched and made a majority of their purchases online

—Cyber Monday 2015 was the biggest day for online shopping in US history

—48% of shoppers had completed most of their shopping by Cyber Monday last year - Google

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Holiday Stats: Planning Ahead

Research provided by Ipsos

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0

10

20

30

40

50

60

70

Email Online Searches Online Ads Social Media

How People Learned About Promotions in 2015

70%64%

56%

38%

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Holiday Stats: Planning Ahead

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36%Americans started holiday shopping by the end of September 2015

-Nielsen

59%Revenue that mobile shopping grew in 2015

-comScore

$12.65BRevenue from mobile shopping in 2015

-comScore

24%Shoppers look online for deals a month before Black Friday & Cyber Monday

5+Number of hours the majority of people spend spend holiday shopping online

-Ipsos

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Holiday Stats: Ecommerce

— The average change in average order value (AOV) between holiday and non-holiday time periods was up 17% - Nanigan’s

— Biggest shopping days are Monday-Wednesday, so set budgets accordingly

— The greatest change in spend occurred on holiday Tuesdays, which captured a 15% higher share (compared to the rest of 2015)

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Holiday Stats: Ecommerce

— Average holiday CPMs (cost per thousand) increased 39% on mobile and 180% on desktop

— Mobile click-through rates (CTRs) increased 11% versus the rest of the year, while desktop CTRs exploded, with 104% (over the non-holiday average)

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Holiday Marketing 101

—Set goals & supporting metrics

—Develop strategies & tactics

—Create a budget & timeline

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Holiday Marketing: November

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Holiday Marketing: Timing

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Holiday Marketing: Spend Increase

— Retailers will likely pay more for paid search campaigns this holiday season as retail paid search spend increased 24% in Q4 2015 over Q4 2014

— Year-over-year spending from January-August 2016 increased by 32% compared to the same months of 2015

— Retail advertisers spent 36% of their paid search budget in Q4 2015 – AdGooroo Holiday Report

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Holiday Marketing: Best Practices

—Utilize Google Trends and social media to identify popular products and searches during the holidays

—Think cross-channel/omni-channel approach to marketing and promotions (coupons, shipping, in-store pickup, etc.)

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Holiday Marketing: Best Practices—Incorporate online and offline

customer ratings, reviews & testimonials into shopping experience

—Be prepared to create real-time campaigns to leverage timely events (weather, celebrity fashion trends, news, etc.)

—Build campaigns around profitability, then reinvest

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90%Of shoppers find online reviews more persuasive than a sales pitch -Influence Central

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Holiday Marketing: Best Practices—Play off emotions

—Do good: engage with community and share charitable efforts

—Develop personalized campaigns based on user demographics and preferences

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Best Practices: Plan Ahead

—Develop your holiday marketing plan early, before holiday madness sets in

—As a rule of thumb, holiday marketing plans should be solidified by mid-October at the latest

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Best Practices: Website—Verify bandwidth and

security before the deluge

—A/B test for optimal conversion rates before high season

—Ensure website is optimized for search, based on best practices

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Best Practices: Website

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Best Practices: Website

—Build out special promotions/contest and offer pages

—Create holiday-oriented blog posts, articles and FAQs

—Create content around generic top-of-funnel searches like "gifts for mom" and gift guides

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Brostick.com

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Best Practices: Checkout Process

—Ensure site responsively designed (mobile-friendly)

—Integrate mobile payment options: Google Wallet, Apple Pay, Amazon Payments, PayPal Credit

—Maximize site speed (especially on mobile)

—Allow users to purchase as a guest

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Best Practices: Inbound (Off-site)

—Secure inbound links and citations based on holiday-oriented website content

—Syndicate that content via corporate (employee) social media profiles

—Strategically leverage online coupon sites with ‘special’ offers (free shipping, free gift-wrapping)

—Create, optimize & share viral holiday content

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Best Practices: Paid Media

— Create campaigns for unique holiday products (egg nog, wreaths, etc.) or holiday related promos (free gift wrapping)

— Update landing pages to be holiday-relevant

— Manage inventory closely! - turn ads up or down accordingly

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Best Practices: Paid Media

—Retarget shopping cart abandoners

—Retarget most recent customers and prospects

—Monitor bids, pacing and budgets judiciously

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Best Practices: Paid Media

— Focus on Black Friday & Cyber Monday keywords

— A vast majority of the $19 million spent on the 161 Black Friday keywords came in the month of November last year (while spend on the top 2500 retail keywords peaked in December)

— Don’t forget PLAs, which may have a higher barrier to entry for smaller retailers

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Best Practices: Google

—Familiarize with new search results and resulting impact

—Understand new AdWords features and interface

—Expanded text ads are set to replace standard ads by the end of the year, signaling a need for longer line adjusted ad copy

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Best Practices: AdWords

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Best Practices: Mobile + Social

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—Test or expand YouTube presence (product cards for organic and ad options via AdWords)

—Test unbranded, long-tail keyword phrases

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Best Practices: Amazon

—Optimize product page for organic searches

—Test or expand ad formats

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73%Of customers plan to do their holiday shopping on Amazon

-BloomReach

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Best Practices: Social

—Test or expand presence on Instagram, Pinterest and Snapchat

—Consider advertising on podcasts via platforms like Midroll, Triton, and Panoply

—Evaluate rich media options: Alpha, Pandora, Hulu

—Test custom audiences on Facebook & Twitter

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Best Practices: Facebook

— Leverage targeted ads, including product catalog ads

— Retarget site visitors

— Create lookalike and custom audiences (via email database)

— Leverage new in-store tracking

— Test expanded video ad platform capabilities

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Best Practices: Email Marketing

—Email is more influential than broadcast TV when it comes to clothing purchases -IAB

—Clean up your email database before holiday campaigns

—Schedule a drip campaign in advance

—Create holiday contests via tools like Woobox

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Best Practices: Last Minute!— 90% of US users have had to buy last-minute gifts

— Gift cards are the easiest to buy and fulfill

— 64% of holiday shoppers praise gift-cards as the best last-minute gift - Retailmenot’s Shopper

Trends Report

— Consider a promotion/discount of 15-20% to boost gift card sales

— Ramp up promotion as Christmas approaches to target procrastinators

— 72% more searches for gift cards take place the week prior to Christmas compared with the first

week of December

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Holiday PPC Campaign: MoonstruckChallenge:

Moonstruck is a gourmet chocolate company based out of Portland, Oregon that sells handcrafted artisan chocolates in their signature Moonstruck Chocolate cafes as well as online. Moonstruck’s goals were to increase ecommerce sales through the months of October-December. December being the most important month as it is the month of the year that brings in the highest sales. As well as increase sales year over year for that time period.

Strategy:Anvil analyzed messaging, creative, keywords, and targeting from the previous year to inform the strategy for 2015. Anvil also researched upcoming trends for the holiday season and completed a comprehensive competitor audit. The combination of the data accumulated from the research allowed Anvil to create successful ads that resonated with their targeted consumer. Anvil continued these efforts on a daily basis to maximize performance and exceed Moonstruck’s goals.

Results:

Anvil’s paid media efforts contributed to Moonstruck surpassing their total sales by 35% .

Year over year

— Clicks: 76% more clicks

— Cost Per Click: 28% decrease

— Conversions: 324 more sales

*Data is for December 2014/2015 YoY comparison

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+324Conversions

+76%Clicks

-28%Cost Per Click

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Resources– 2016 Holiday Marketing Best Practices– Anvil’s Holiday Marketing To Do List– What Store Traffic Data Reveals About Black Friday

Shopping– This Holiday Season, Watch for These 3 Shopping Trends– Get a Jump on Holiday Marketing Plans in Canada with

this Checklist– The 6 Musts of a Successful Holiday Marketing

Campaign– The stat-backed holiday advertising tips to know for

2016– [Infographic] September 2016 Marketing and Holiday

Planning– 2016 Holiday Marketing Checklist for Online Retailers– PPC Holiday Marketing Campaigns: The Early Bid Gets

the Conversion– Your 13 Point Holiday Marketing Checklist to Boost Sales– The 2016 guide to preparing for the holiday rush– Holiday marketing: Take some cues from 2015 trends– 4 Big Holiday Marketing Trends for 2016

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ANVIL MARKETING INDEX™

Brand Impact

Website Performance

Search Presence

Paid Media Success

Social Success

Special Offer: AMI Scorecard™

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Tactic Objective PriorityDegree of

Difficulty

Degree of

ImpactTimeframe

Social Goals

Establish what Janrain would like to

get out of social media (i.e. help drive

leads, referral traffic, engagement,

etc.).

Cri tica l Low High 1-2 Weeks

Content Calendar

Utilize a monthly calendar that helps

keep content frequently flowing.

Increase social posts and make

posting easier through scheduled

content guides.

Important Medium High 1-3 Months

Influencer/Partner Strategy

When engaging with influencers and

partners, be sure to have a social

content strategy to ensure maximum

amplification and impact.

Valuable Medium High 6+ Months

The Anvil Marketing Index™ measures and scores 25 different critical marketing

measurement elements grouped in five important areas: Brand Impact, Website

Performance, Search, Paid Media and Social Media.

The Anvil Marketing Index Snapshot™ is a document that highlights one key

attribute within each of the five areas as a precursor to the full Anvil Marketing

Index™. The total possible score within the Anvil Marketing Index Snapshot™ is

10.

The information presented represents a summary of Anvil’s scores on each of

these 5 attributes during Q4 2015. Anvil believes that healthy performance

within all of these channels is required for the kind of holistic marketing success

that moves brands forward.

These areas are analyzed by Anvil strategists from each field, and the data are

assessed both in relation to the historical performance of the brand and the

larger marketing industry. Each of the 5 measurement points is an independent

evaluation of an individual attribute of the brand’s marketing, scored as follows:

2 for a healthy or leading attribute,

1 for an average or neutral attribute,

0 for a weak or absent attribute.

Pricing: $6,000 for 100 data-point Scorecard ($500 discount for attendees that sign

up by the end of the month)

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Questions & Next Steps

— Check out our Insights section for more resources— Email me to get a copy of this presentation— Sign up for our newsletter & follow us on social media— We can help you fill your holiday sales funnel

@KentjLewisPresident & Founder@AnvilMediakent@anvilmedia.com