marketing insights calendar 2015 - experian · valentine’s day february understand which of your...

MARKETING INsIGhTs CAlENdAR

2015

The Modern Consumer Consumer behaviour has rapidly changed. Existing customers expect businesses to treat them in a way that shows deep understanding of their individual behaviours, buying habits, needs and preferences. They expect to receive a personalised experience, be able to connect on a 24/7 ‘Always On’ basis, yet won’t tolerate marketing which appears intrusive. Customers also expect a seamless experience as they interact with the brand across different channels and multiple devices.

It’s therefore important for marketers to plan ahead and respond quickly to their customers’ needs by understanding the seasonality of demand - when do consumers search for, buy and experience your products and services?

This calendar has been designed for marketing professionals throughout the UK. Although some businesses will more naturally align with certain events, the idea is that with the right marketing campaign and message, any brand could benefit from these seasonal events.

For example, Mother’s Day is clearly a huge opportunity for retailers of cards, flowers, chocolates and gifts but there is no reason why a travel company couldn’t use Mother’s Day as an excuse to send a relevant, timely email campaign promoting short weekend breaks for customers wanting to spoil their mum!

It’s important to note that this calendar is intended to compliment your existing marketing plans not replace them. Every brand is different and will have seasonal peaks and troughs of demand as well as strategic emphasis. We hope that the data-driven insight in this calendar will inspire you to try a new seasonal campaign and reach out to your customers with exciting marketing messages.

Blue days Represent a day to send email campaigns

Red days Represent increases in search demand and should be targeted with compelling content and PPC campaigns

Green daysHighlight a particular event which may help with creating themes for content

January New Year, New House – Do you know which of your customers are going to be moving house in the next 12 months and how this will impact their consumer habits?

dId you

kNow?

Search term variations around mortgage calculators accounted for over a quarter of all UK mortgage searches in 2013

5 Online research for holidays

1 New Year’s Day

22 Post Christmas peak demand for balance transfer credit cards

87

23

2 Winter travel campaign ahead of peak demand

9

21

3 4

24

6 Increased demand for insurance

11

26 Blue Monday: send clients an offer to cheer them up

12

10

19 20

27

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

25

28 3029 31

18151413 16 17

www.experian.co.uk/marketingservices

January 2015 February 2015 March 2015 April 2015

May 2015 June 2015 July 2015 August 2015

September 2015 October 2015 November 2015 December 2015

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14 Valentine’s Day

February Understand which of your busy customers to target with click and collect promotions this Valentine’s Day

9

16

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12

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11 Last minute Valentine’s reminder. Promote next day delivery

20

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15

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6 Online research for Valentine’s Day

2423 26 25 27

8

dId you

kNow?

Valentine’s Gifts for Men was one of the most popular terms in 2014


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March Mums deserve a treat on Mother’s Day, our three mosaic types ‘Affordable Fringe’, ‘Childcare Squeeze’ and ‘Mid-Career Convention’ are the most likely to have children but they are very different

1 St David’s Day.15-reg number plates issued by DVLA

9

3 Increased demand for ISAs

4

17 St Patrick’s Day

5

26

12 Mother’s Day final reminder campaign

25

10 Peak of demand for flowers

6

20

7

14

21

28

30

8

22


29 Clocks go forward. Online research for Easter eggs and gifts

31 End of Financial Year

11 13

27 Last working day of the financial year. ISA promotions

23

19

2

1816

15 Mother’s Day

24

dId you

kNow?

Mother’s Day is special for consumers. In fact, it sees 75 percent more spent on gifts than on Father’s Day


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April If spring coming means the pitter patter of tiny feet for your customers how will this impact their purchases? A new baby means an increased likelihood of moving house, purchasing a car and the need for financial products such as credit cards and child savings accounts

dId you

kNow?

There are 11 percent more searches for finance savings products in April than in any other month of the year

22

1 New tax year savings and mortgages campaign

14 15

23 St George’s Day

28 29 30

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8

3 Good Friday Bank Holiday

1716

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5 Easter Sunday

24

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1296 Easter Monday Bank Holiday

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dId you

kNow?

The average order value from travel emails in May is £1,400 – the third highest average spending month of the year behind June and July

New home makers will be looking to make improvements over the bank holidayMay

2

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25 Bank Holiday

15

22

4 Bank Holiday

98

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10

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6 Travel campaignto attract early holiday bookers

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Do you know which of your customers are more likely to be looking for festival accessories than bikinis and foreign exchange rates in the summer?

June dId you

kNow?

2 minutes of every hour spent online in the UK will be on a sports website in June

3

9

17

2 Online research for music festivals

4 5 6

20

7

148

22


1312

1918

10 Father’s Day reminder campaign

16 Travel campaigns with cross-sell to boost average order value

21 Father’s Day

29 Wimbledon begins

30

25 24 27 28Glastonbury

26

11 Isle of Wight Festival

15

23

1


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July Get to know ‘Flying Solo’ and ‘Career Builders’ – 2 mosaic groups that are likely to book their holidays online

dId you

kNow?

UK will make 30 million visits to travel websites during the peak booking week in July

1 Special offer promotions ahead of Independence Day

76

21

14

28

2 3

22

15

29

9

23

16

30 31

4 US Independence Day

10

24

17

12 Wimbledon final

25

18 19

5

26

11

20

27


8 Travel campaign last minute holidays

13 Browsing for last minute holidays


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dId you

kNow?

35 percent increase in searches for student current accounts in August 2014 compared to July 2014

with the majority of the country on school holidays at some point during August get to know ‘Diamond Days’ and ‘Classic Grandparents’ who will be looking after grandchildren during the summer holidays

August

3

17

4 Early Back to School campaign

11

18 19

5

12

6

13 A level results day

20 GCSE results day

27

10

7

14

28

1

8

15

2221

29

9

2 Increased demand for student current accounts

23

30


31 Bank Holiday

25 2624

16


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dId you

kNow?

Online Visits to the Automotive Industry increase by 10 percent in months when new registration number plates are released compared to the average month

Back to university for Mosaic type ‘Student Scene’ who are interested in live events, music websites and enjoy entertainment sites like Netflix and Tumblr

September

1 65-reg number plates issued by DVLA

7 Kids go Back to School

21 University enrolment

14

22

28

8

15

29 30

32 Last minute back to school campaign

16

23

9

5

11 12

18

6

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2624

13

20

2725


17 Special student promotions offer

10 Bestival Music Festival

4


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dId you

kNow?

In the last week of October 3 in every 10,000 searches online concerns the clocks going back and is an underused date for building seasonal campaigns

with Halloween coming the trick or treaters with children will be interested in costumes that will make them the envy of the street

October

1 Increased demand for Halloween

13 14 17 Increased demand for Utilities pricing and switching

25 Clocks go back

15

22 23

976

16

32 4

20 24

11

12

27 Last days before Halloween campaign

5 10

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26 28 3029

18

31 Halloween

21

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8 Remembrance Sunday

26 Thanksgiving Day

dId you

kNow?

UK demand for Black Friday discounts were up 350 percent year-on-year in 2013 showing this is no longer just an American retail day

Not everyone leaves it to the last minute – some consumers will have Christmas all sewn up by the 30th November

November

14

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43

11

18 19

6

1312

20

9 Early Christmas and Cyber Monday campaigns

21

1

10 15

22

2 5 Bonfire Night

30 Cyber Monday

16

23


7

28 292524 Uplift in searches for Black Friday sales

27 Black Friday


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dId you

kNow?

There are 40 percent more online searches for store opening times in December than any other month of the year

December

14

21 22

28

1

8

15

29

2

9 Christmas retail campaign

16

30

23

31

4 Increased demand for vouchers

10

17

25 Christmas Day

26 Boxing Day

24 Christmas Eve

3

11

18

5

12 Increased demand for winter sales

7 Manic Monday

19

6

13

20

27


December is the month to understand how consumers interact with retail brands and the importance of store visits to support online sales. 20 percent of Under 25 year olds said they spent more time on the high street last year



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11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31


1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30


1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31


1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

31


1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30


1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31


1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

30


1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30 31




Here are your key marketing insights for 2015

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