1 1 3+ =Group 8A MARKETING MATH

DISPROPORTIONATE HOLIDAY SPEND

THE CASE FOR

1 1 2+ =

NORMAL MATH

1 1 3+ =

HOLIDAY MATH

?????WHAT CHANGES DURING HOLIDAY?

+++MORE CONSUMER AWARENESS

+50%MORE AD IMPRESSIONS

+++MORE ATTENTIVE AUDIENCE

+100%HIGHER CTR

+++MORE POTENTIAL CUSTOMERS

+150%MORE DIRECT TRAFFIC

+++MORE REASONS TO BUY

+30%HIGHER AOV

+++MORE RESPONSIVE CUSTOMER

+60%HIGHER CONV RATE

TOGETHER THESE SEPARATE INCREASES...

+390%TOTAL PERCENTAGE

INCREASE

+ + +

+100% +30%+150% +60%

+

+50%

=

Ad Impressions CTR Direct Traffic AOV Conversion Rate TOTAL SALES

Normal Day

500,000 1% 1,000 $100 1% $1,500

Holiday 750,000 2% 2,500 $130 1.6% $8,320

+ + ++

+555%+50% +100% +150% +30% +60%

...BECOME GREATER THAN THE SUM OF THEIR PARTS

555%390%>IS GREATER THAN

%

Visitors Conv Rate AOV CPC Spend Sales

AVERAGEMONTH 1,000

HOLIDAYMONTH

1.0% $100 $0.10 $100 $1,000

150% 60% 20% 60% 300% 380%

2,500 1.6% $120 $0.16 $400 $4,800

DISPROPORTIONATE HOLIDAY SPEND

vs.

PERCENT CHANGE

THIS IS

?????ALL OF THIS MEAN?

SO WHAT DOES

DURING HOLIDAY INVEST MORE:

TIME ENERGY MONEY

$

Lowest Demand

Highest Demand

DEMANDHEAT MAP

CONSUMER

Lowest Demand

Highest Demand

DEMANDHEAT MAP

CONSUMERHOLIDAY DEMAND

IS DISPROPORTIANATELY HIGH

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

ECKO Unltd Official Site -- ecko.comhttp://www.Ecko.com/Black-FridayBlack Friday Special Sale - Shop NowBuy One Get On Free Sitewide!

-Specific call out for holiday, updated daily to stay current-Strong copy creates a sense of urgency and excitement

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

50% Off Everything! Cyber Monday Biggest Sale of the Year

Strong, promotionalsubject line

Bold creative relevant to

holiday promo

A LOUD EMAIL:

INCREASE SEGMENTATION

CHANGE UP CREATIVES

TO MAXIMIZE RELEVANCE

AFFILIATES

AFFILIATE STRATEGYCREATE PROMOTIONS THAT ARE

MEANINGFUL, AND ARE THEREFORE GREAT CONTENT

+ =

WHY THERE ARE MORE AFFILIATE OPPORTUNITIES DURING HOLIDAY:

MORE INTERESTED

READERS

MORE PARTICIPATING

SITES

MORE AFFILIATE

OPPORTUNITIES

GOOD AFFILIATESTRATEGY

-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

ENGAGING, AGGRESSIVE, OR UNIQUE

MEANING IF YOUR PROMOTIONS ARE

FUNENGAGING, AGGRESSIVE, OR UNIQUE

MEANING IF YOUR PROMOTIONS ARE

PEOPLE WILL

!!!!!HUGEIF OPPORTUNITY DURING HOLIDAY IS

DISPROPORTIONATELY

?????MOREWHY WOULD YOU NOT INVEST

DISPROPORTIONATELY

“BUT I DO SPEND MOREDURING HOLIDAY SEASON”

Marketing is 10% of Revenue, and Revenue’s Highest During Holiday

MORETHE PROBLEM WITH THIS IS THAT ITS NOTDISPROPORTIONATELY

10%PROPORTIONAL

OF REVENUEAS MARKETING BUDGET

IS BY DEFINITION

Disproportionate ValueProposition

Disproportionate Ad SPend

Should EQUAL

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