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Marketing Plan For The Holidays
This document provides tips and strategies for using email marketing to promote holiday sales and engage customers. It includes: 1) Suggestions for developing a marketing plan such as identifying goals, segmentation, and engagement tactics. 2) Ideas for offers like discounts, downloads, events, and supporting causes to drive sales and participation. 3) Guidance for setting up email campaigns including making content timely, easy to consume on mobile, and shareable on social media. 4) Next steps like automating communications, using templates for different message types, and measuring results. The overall message is that with proper planning and tools, email marketing can be an effective way to boost business during the holiday season.
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Marketing Plan For The Holidays
- 1. RockYour HolidaysWithAGreat Promotion Giveyourself the gift of new customers
- 2. BE A MARKETER Allit takes is Constant Contact® #BeaMarketer
- 3. 3 4.1% Holiday spending 13.9% Source: RetailTouchPoints Source:eMarketer Are you ready? to increase by... Online holiday sales to increase by...
- 4. Seize the moment! Source:National Retail Federation 20%- 40% of yearly sales NOV DEC JAN
- 5. Agenda 5 1. Have aplan 2.What’s your offer? 3. Set up a campaign 4.Next steps
- 6. 6 Where are youtoday?
- 7. Agenda 7 1. Have aplan 2.What’s your offer? 3. Set up a campaign 4.Next steps 1. Have a plan
- 8. Know your marketinggoal. 1. Have a plan 8 Drive repeat business/loyalty Reach new customers Motivate donors & advocates Increase membership/ subscriptions
- 9. How will youengage with customers? 9 Gift with purchase Coupon / discount Free shipping Deals Gift cards
- 10. 10 1. Have aplan
- 11. New! Regular customers ordonors VIPs Segmentation... know what they want. 11 1. Have a plan Seasonal customers or supporters Divide people into groups based on information like interests and demographics.
- 12. 12 Coupon / discount Freeshipping Featured products Website traffic Reach them with email. Increase awareness Increase membership Donate 1. Have a plan
- 13. 13 1. Have aplan Be clear.
- 14. 14 1. Have aplan
- 15. 1. Have aplan 15 Share your email newsletters Post offers Share product photos Provide shopping advice Be social... Ask questions to spark conversation
- 16. Agenda 16 1. Have aplan 2.What’s your offer? 3. Set up a campaign 4.Next steps 2.What’s your offer?
- 17. 17 2.What’s your offer? DiscountsDownloads Events B2B Services Hints &Tips Tips! Support a Cause What kind of offer?
- 18. 18 2.What’s your offer? DownloadsEvents B2B Services Hints &Tips Tips! Support Cause Discounts • 20% off through Thursday • Buy one, get two • 1+1=Fun (one for you, one for a friend)
- 19. 19 2.What’s your offer? Events B2BServices Hints &Tips Tips! Support Cause Discounts • 5 tips for better gardens • Quickstart guide • 7 mistakes to avoid in your tax preparation Downloads
- 20. 20 2.What’s your offer? B2BServices Hints &Tips Tips! Support Cause Discounts Downloads • Register now, save 20% • 2-for-1 tix: register yourself, bring a friend for free! • 10VIP seats left at standard price! Events
- 21. 21 2.What’s your offer? Hints&Tips Tips! Support Cause Discounts Downloads Events • Newsletter review with every consult • Save 30% on initial consultation • 3 coaching sessions for the price of 2 B2B Services
- 22. 22 2.What’s your offer? SupportCause Discounts Downloads Events B2B Services • Mobile-friendly in 8 simple steps • Top trends in front-of-house operations • DIY precision instrument maintenance Hints &Tips Tips!
- 23. 23 2.What’s your offer? DiscountsDownloads Events B2B Services Hints &Tips Tips! • Help today and receive exclusive access! • Donate today for a chance to join us! • Join today and receive our Friends + Family discount Support Cause
- 24. Agenda 24 1. Have aplan 2.What’s your offer? 3. Set up a campaign 4.Next steps 3. Set up a campaign
- 25. 25 3. Set upa campaign Pull response Push content What are campaigns?
- 26. 26 1. Make ittimely. 3. Set up a campaign Leverage key dates Note shipping deadlines When do offers end?
- 27. 3. Set upa campaign 27 Help them find the right gift Communicate through pictures Use design wisely & limit choices 2. Make it easy...
- 28. 28 3. Make itengaging with video. 3. Set up a campaign Videos increase click-through rates by 300% Spotlight your products & customers Promote your video Source: Forrester Research
- 29. 3. Set upa campaign 29 88% read reviews before purchasing Don’t be afraid to ask! Include relevant reviews, feedback, ratings & quotes 4. Make it engaging with reviews.
- 30. 30 5. Make itsharable. 3. Set up a campaign Share bar Simple Share Ask people to like, share, retweet, pin
- 31. 3. Set upa campaign 31 Avoid using too much text. 6. Make it mobile.
- 32. 32 3. Set upa campaign 6. Make it mobile. Avoid using multiple columns.
- 33. 3. Set upa campaign 33 Use clear and easy calls to action. 6. Make it mobile.
- 34. 34 3. Set upa campaign 6. Make it mobile. Avoid tiny fonts. Minimum: 22 point headlines, 11 point body text, improved contrast 9 point font, headlines don’t stand out
- 35. 3. Set upa campaign 35 Use images carefully. 6. Make it mobile.
- 36. Keep it simple. 3.Set up a campaign 36
- 37. 37 3. Set upa campaign
- 38. 38 3. Set upa campaign
- 39. Agenda 39 1. Have aplan 2.What’s your offer? 3. Set up a campaign 4.Next steps 4. Next steps
- 40. Quick review... 4. Nextsteps 40 Know your goal Know your offer Make it timely
- 41. M T WT F Time: morning Time: noon Time: morning Time: afternoon Time: noon Monday motivation quote Did you know? or Check out these tips! Fill in the blank Having a sale this weekend! Fun fact! 4. Next steps 41 One week of Facebook posts
- 42. S M TW T F S 30 Here’s our cyber Monday deals! 1 GivingTuesday 2 3 4 5 Monthly Newsletter: Gift ideas 6 Hanukkah begins 7 Email promotion: Free stocking stuffer w/purchase 8 9 Facebook: Link to Pinterest board of gift ideas 10 11 12 13 14 Hanukkah ends 15 16 17 Facebook question: Who in your family is hardest to shop for? 18 19 Email: Last chance for free shipping 20 21 Link to Pinterest board of stocking stuffers 22 Email promotion: Stocking stuffer offer ends today 23 24 Christmas Eve 25 Christmas 26 27 28 29 30 31 NewYear’s Eve 4. Next steps 42 Sample marketing calendar Regular Communication Social Media Promotional Communication Holiday Event Affecting Business Deadline-driven Communication
- 43. 43 4. Next steps •Set up “Welcome” & “Update” messages • Pre-schedule campaigns • Create a series using an autoresponder • Schedule your posts with Facebook or Hootsuite • Spend 20 minutes at a time, 3-5 times a week Automate what you can
- 44. If you’re not measuring... 44 4.Next steps
- 45.
- 46. BE A MARKETER Allit takes is Constant Contact® #BeaMarketer