holiday marketing math
DESCRIPTION
Everyone knows that holiday season is the most wonderful time of the year. But exactly how wonderful is it? At least for marketers, the answer is "extremely." Watch us break down the surprising math behind holiday spend as we make the case for investing way more than you'd think on your holiday marketing efforts. Hopefully this well help make the holiday season as wonderful for your business as it is for you. Check us out at Group8a.com follow us on Twitter @group_8a or shoot us a line salesTRANSCRIPT
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
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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