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113
+

=

Group 8A MARKETING MATH
THE CASE FOR

DISPROPORTIONATE

HOLIDAY SPEND
NORMAL MATH

112
+

=
HOLIDAY MATH

113
+

=
????
WHAT CHANGES

DURING HOLIDAY?
+++
MORE CONSUMER AWARENESS
MORE AD IMPRESSIONS

+50%
+++
MORE ATTENTIVE AUDIENCE
HIGHER CTR

+100%
+++
MORE POTENTIAL CUSTOMERS
MORE DIRECT TRAFFIC

+150%
+++
MORE REASONS TO BUY
HIGHER AOV

+30%
+++
MORE RESPONSIVE CUSTOMER
HIGHER CONV RATE

+60%
TOGETHER THESE
SEPARATE INCREASES...
+
+50%

+
+100%

+
+150%

=
+390%
TOTAL PERCENTAGE
INCREASE

+
+30%

+60%
...BECOME GREATER THAN
THE SUM OF THEIR PARTS
Ad Impressions

CTR

Direct Traffic

AOV

Conversion Rate

TOTAL SALES

Norm...
>

555%
IS GREATER THAN

390%
THIS IS

DISPROPORTIONATE

HOLIDAY SPEND
Visitors

AVERAGE
MONTH
vs.
HOLIDAY
MONTH

%

Conv Rate

AOV

CPC

Spend

Sales

...
????
SO WHAT DOES

ALL OF THIS

MEAN?
DURING HOLIDAY
INVEST MORE:
TIME

ENERGY

MONEY

$
CONSUMER

DEMAND
HEAT MAP

Lowest
Demand

Highest
Demand
HOLIDAY DEMAND

IS DISPROPORTIANATELY HIGH
CONSUMER

DEMAND
HEAT MAP

Lowest
Demand

Highest
Demand
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
-Specific call out for holiday, updated daily to stay current
-Strong copy creates a sense of urg...
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
A LOUD EMAIL:
50% Off Everything! Cyber Monday Biggest Sale of the Year

Strong,
promotional
subject line

Bold creative
r...
INCREASE
SEGMENTATION
CHANGE UP CREATIVES

TO MAXIMIZE RELEVANCE
AFFILIATES
AFFILIATE STRATEGY
CREATE PROMOTIONS THAT ARE
MEANINGFUL, AND ARE THEREFORE
GREAT CONTENT
WHY THERE ARE MORE AFFILIATE
OPPORTUNITIES DURING HOLIDAY:

+
MORE
INTERESTED
READERS

=
MORE
PARTICIPATING
SITES

MORE
AF...
GOOD
AFFILIATE
STRATEGY
-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
MEANING IF YOUR PROMOTIONS ARE

ENGAGING,
AGGRESSIVE,
OR UNIQUE
FUN
MEANING IF YOUR PROMOTIONS ARE

ENGAGING,
AGGRESSIVE,
OR UNIQUE
PEOPLE WILL
!!!!!
IF OPPORTUNITY DURING HOLIDAY IS

DISPROPORTIONATELY

HUGE
????
WHY WOULD YOU NOT INVEST

DISPROPORTIONATELY

MORE
“BUT I DO SPEND MORE
DURING HOLIDAY SEASON”
Marketing is 10% of Revenue, and
Revenue’s Highest During Holiday
THE PROBLEM WITH THIS IS THAT ITS NOT

DISPROPORTIONATELY

MORE
10%

OF REVENUE
AS MARKETING
BUDGET

IS BY DEFINITION

PROPORTIONAL
Disproportionate Value
Proposition
Should
EQUAL

Disproportionate
Ad SPend
LIKE THIS DECK?
GET IN TOUCH!

646.374.8771 | sales@group8a.com | group8a.com | @group_8a

Also Check Out Some of Our Othe...
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Holiday Marketing Math

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Publié le

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 sales

Holiday Marketing Math

  1. 113 + = Group 8A MARKETING MATH
  2. THE CASE FOR DISPROPORTIONATE HOLIDAY SPEND
  3. NORMAL MATH 112 + =
  4. HOLIDAY MATH 113 + =
  5. ???? WHAT CHANGES DURING HOLIDAY?
  6. +++ MORE CONSUMER AWARENESS MORE AD IMPRESSIONS +50%
  7. +++ MORE ATTENTIVE AUDIENCE HIGHER CTR +100%
  8. +++ MORE POTENTIAL CUSTOMERS MORE DIRECT TRAFFIC +150%
  9. +++ MORE REASONS TO BUY HIGHER AOV +30%
  10. +++ MORE RESPONSIVE CUSTOMER HIGHER CONV RATE +60%
  11. TOGETHER THESE SEPARATE INCREASES... + +50% + +100% + +150% = +390% TOTAL PERCENTAGE INCREASE + +30% +60%
  12. ...BECOME GREATER THAN THE SUM OF THEIR PARTS 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 + +50% + +100% + +150% + +30% +60% +555%
  13. > 555% IS GREATER THAN 390%
  14. THIS IS DISPROPORTIONATE HOLIDAY SPEND Visitors AVERAGE MONTH vs. HOLIDAY MONTH % Conv Rate AOV CPC Spend Sales 1,000 1.0% $100 $0.10 $100 $1,000 2,500 1.6% $120 $0.16 $400 $4,800 60% 20% 60% 300 380 PERCENT 150% CHANGE % %
  15. ???? SO WHAT DOES ALL OF THIS MEAN?
  16. DURING HOLIDAY INVEST MORE: TIME ENERGY MONEY $
  17. CONSUMER DEMAND HEAT MAP Lowest Demand Highest Demand
  18. HOLIDAY DEMAND IS DISPROPORTIANATELY HIGH CONSUMER DEMAND HEAT MAP Lowest Demand Highest Demand
  19. LEVERAGE THIS DEMAND ACROSS MULTIPLE MARKETING CHANNELS
  20. DISPLAY ADS
  21. TAKE A GREAT AD OFF
  22. AND MAKE IT GREAT FOR HOLIDAY OFF
  23. DO THE SAME FOR TEXT ADS -Specific call out for holiday, updated daily to stay current -Strong copy creates a sense of urgency and excitement ECKO Unltd Official Site -- ecko.com http://www.Ecko.com/Black-Friday Black Friday Special Sale - Shop Now Buy One Get On Free Sitewide!
  24. MORE TARGETED
  25. MORE REMARKETING
  26. MORE PROMOTIONAL* !!! *DON’T BE CHEESY THOUGH
  27. EMAIL
  28. SEND MORE EMAILS
  29. DURING HOLIDAY SEASON EVERY ADDITIONAL EMAIL YOU SEND DISPROPORTIONATELY AFFECTS SALES
  30. SEND LOUDER EMAILS
  31. DURING HOLIDAY SEASON YOU CAN BE MORE PROMOTIONAL WITHOUT RISKING BRAND EROSION
  32. A LOUD EMAIL: 50% Off Everything! Cyber Monday Biggest Sale of the Year Strong, promotional subject line Bold creative relevant to holiday promo
  33. INCREASE SEGMENTATION
  34. CHANGE UP CREATIVES TO MAXIMIZE RELEVANCE
  35. AFFILIATES
  36. AFFILIATE STRATEGY CREATE PROMOTIONS THAT ARE MEANINGFUL, AND ARE THEREFORE GREAT CONTENT
  37. WHY THERE ARE MORE AFFILIATE OPPORTUNITIES DURING HOLIDAY: + MORE INTERESTED READERS = MORE PARTICIPATING SITES MORE AFFILIATE OPPORTUNITIES
  38. GOOD AFFILIATE STRATEGY -Exclusive Content -Relevant Partnerships -Limited Supply
  39. SOCIAL
  40. DURING MOST OF THE YEAR SOCIAL IS NOT AN EFFECTIVE DIRECT SALES CHANNEL..
  41. BECAUSE MOST SOCIAL USERS ARE LOOKING FOR SOCIAL CONTENT, NOT DEALS
  42. BUT HOLIDAY IS THE MOST WONDERFUL TIME OF THE YEAR FOR SOCIAL...
  43. BECAUSE DURING HOLIDAY PROMOTIONS = SOCIAL CONTENT
  44. MEANING IF YOUR PROMOTIONS ARE ENGAGING, AGGRESSIVE, OR UNIQUE
  45. FUN MEANING IF YOUR PROMOTIONS ARE ENGAGING, AGGRESSIVE, OR UNIQUE
  46. PEOPLE WILL
  47. !!!!! IF OPPORTUNITY DURING HOLIDAY IS DISPROPORTIONATELY HUGE
  48. ???? WHY WOULD YOU NOT INVEST DISPROPORTIONATELY MORE
  49. “BUT I DO SPEND MORE DURING HOLIDAY SEASON” Marketing is 10% of Revenue, and Revenue’s Highest During Holiday
  50. THE PROBLEM WITH THIS IS THAT ITS NOT DISPROPORTIONATELY MORE
  51. 10% OF REVENUE AS MARKETING BUDGET IS BY DEFINITION PROPORTIONAL
  52. Disproportionate Value Proposition Should EQUAL Disproportionate Ad SPend
  53. LIKE THIS DECK? GET IN TOUCH! 646.374.8771 | sales@group8a.com | group8a.com | @group_8a Also Check Out Some of Our Other Slideshares... And Follow Us For More Great Content The Greatest Missed Opportunity of the Century! COMING SOON!

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