Holiday Marketing Math
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The document discusses how marketing spending should be disproportionately higher during holiday periods to maximize sales returns. It notes that factors like consumer awareness, engagement, and traffic are all 50-150% higher during holidays. While individual metric increases may total 390%, together the effects are disproportionately greater at over 550% sales increase. The document advocates increasing spending across multiple channels like display ads, email, affiliates, and social media during holidays to leverage heightened consumer demand. Rather than keeping marketing budget proportional to increased revenue, the argument is made for disproportionately higher holiday spend to gain maximum benefit.
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Holiday Marketing Math
- 1. 113 + = Group 8A MARKETING MATH
- 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%
- 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?
- 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
- 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
- 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
- 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
- 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!