HOLIDAY MARKETING STRATEGIES THAT PAID OFF. The most profitable tactics for retailers during cyber week

Transcription

1 PAPE R W HIT E W PR O M OT E.C O M HOLIDAY MARKETING STRATEGIES THAT PAID OFF The most profitable tactics for retailers during cyber week

2 HERE AT WPROMOTE, WE TAKE OUR HOLIDAY PREP WORK SERIOUSLY. Our clients went into the Black Friday/Cyber Monday (BF/CM) stretch with carefully crafted strategies created well in advance, built to win customers, boost conversions, and raise overall customer lifetime value. Through dynamic retargeting campaigns, multi-device and multi-touch prospecting and conversion efforts, and special promotions created to entice customers new and old, Wpromote s Challenger clients significantly increased their sales and grew their customer bases. On the following pages we ll take you through the strategies that our clients used on their road to success, and these immediately actionable tips and tactics can transform your business in 2018 and beyond. US Holiday Season Retail Ecommerce Sales, by Shopping Period, 2016 & 2017 billions and % change % change Thanksgiving Day (Nov 23) $1.29 $ % Black Friday (Nov 24) $1.97 $ % Holiday Weekend (Nov 25-26) $2.49 $ % Cyber Monday (Nov 27) $2.67 $ % Thanksgiving through Cyber Monday (Nov 23-27) $8.41 $ % Note: home and work desktop computers; excludes auctions, large corporate purchases and travel Source: comscore Inc. as cited in press release, Nov 29, WPROMOTE.COM HOLIDAY MARKETING STRATEGIES THAT PAID OFF 2

3 The Eight Most Profitable Digital Strategies 1. Facebook Dynamic Sale Ads Dynamic ads are an evergreen remarketing tool that typically generates higher returns at a more effective rate than static remarketing ads. ONEHOPE Wine s Black Friday Dynamic Sale ads converted at a 30% lower average CPA than their static Black Friday Sale ads. Using a Facebook Offer as the initial card further improved efficiency, with 46% cheaper conversions than static ads. US consumers expected to do nearly 40% of their 2017 holiday shopping online, up from one-third just two years ago, according to market research firm The NPD Group. weather translate maps news calculator dictionary restaurants near me cheap flights speed tests 2. Saving The Best For Cyber Monday PAPYRUS implemented a 7 Days Of Black Friday Deals campaign with a new offer each day. By discounting their most popular product category on Black Friday ( 25% off Holiday Cards ) and saving their best offer for Cyber Monday ( 30% off sitewide ), PAPYRUS saw the BF/CM period perform 35% better than the previous year. WPROMOTE.COM HOLIDAY MARKETING STRATEGIES THAT PAID OFF 3

4 3. VIP Pre-Shop Events & Preview Messaging 4. Retaining Customers Through Instagram Story Ads Zenni Optical offered a VIP Pre-shop event, treating loyal Instagram Story ads are immersive, full-screen ads which fit right into the the public. This raised revenue growth for the holiday native Instagram environment, uniquely 59% year-over-year. Coupling these events with preview effective for previous customers who messaging strategies can help businesses discover the are familiar with the brand and are messages that best resonate with audiences prior to BF/ primed to convert again. Instagram CM. Preview messaging campaigns will announce deals Story ads had a 29% higher ROAS prior to actual sales going live (e.g. Holiday Sale Coming than other ad units and a 21% lower Soon! ) in order to prime consumers to shop. cost-per-purchase. $ $ customers to exclusive, early access to BF/CM offers before Messages were tested early to determine what would perform best during cyber week $793 Online shoppers said they planned to spend an average of $793 this holiday season, 70% more than the $467 brick-and-mortar-only shoppers expected to spend. W P R O M OT E. C O M H O L I DAY M A R K E T I N G S T R AT E G I E S T H AT PA I D O F F 4

5 5. Strategic R Campaigns To compete with high BF/CM inbox competition, Klipsch extended its subscriber reach by sending evening r s to select segments: those who had opened the morning but not purchased, and those who had not opened the morning but generally opened Klipsch s. Klipsch saw evening r s perform very well, receiving open rates up to 60% and additional revenue. 7. Dynamic Remarketing & Narrow Audience Interaction Windows During the holiday period (11/22 11/28), narrow interaction segments, including 1-d, 3-d, and 7-d product viewers and cart abandoners, were aggressively targeted. Dynamic campaigns and sequenced copy effectively drove these audiences further down the funnel, capitalizing on the buyer s intent when it was at its peak. Over the BF/CM period, dynamic efforts drove 40% of all revenue generated. 8. Customer Match Targeting Via GSP Wpromote leveraged the client s database to create several narrowly-targeted audience categories: All s, Active Subscribers, Converters, and High AOV Purchase Segments. Sending these audiences customized promotional imagery drove BF/CM performance to new highs. CHANNELS/LOCATIONS WHERE US MILLENNIAL VS. NONMILLENNIAL USERS PLANNED TO PURCHASE PRODUCTS FOR THE HOLIDAY 6. Aligning With Expansion Of New Digital Platforms Wpromote took advantage of new digital platforms to boost sales for the products of its client, a producer of one of the industry s most advanced robotic vacuums. Increasing the digital display footprint and combining it with Amazon s unique targeting capabilities drove product sales directly on Amazon and on the client s microsite. In physical stores Amazon Retailer website (e.g. Walmart.com, Target.com) Other online marketplace (e.g. ebay, Etsy) Holiday markets 14% 25% 20% 37% 46% 50% Millennials (18-34) Nonmillennials (35+) 52% 65% 61% 73% Source: emarketer WPROMOTE.COM HOLIDAY MARKETING STRATEGIES THAT PAID OFF 5

6 QUICK WINS Advertise On Saturday & Sunday - Don t turn off the lights Custom Bid Strategy - Maximum bid caps were on the days between BF and CM. Not only can these be big made equivalent to the AOV in order to test the shopping days, but in some cases they re even better than accelerated delivery of ads, generating higher Cyber Monday. ROAS than any other campaign. Leverage Countdown Clocks & Sale Banners - Wpromote clients saw an average increase in conversion rate of ~500% when their visitors landed on a curated sales page, vs. visitors who had not. Additionally, countdown clocks in s generated a nearly 200% lift in conversion rate. Start As Early As Possible - Especially when it comes to prospecting and building audience lists, start as early as possible in order to have audiences already built out when planning holiday campaigns. Watch Your Foundational Strategies - This is a period when competitors can up their game, so keep an eye on the basics: brand campaigns, core keywords, etc. Provide Tiered Shopping Offers - Tiered shopping offers give customers discounts based on the total amount they ve spent, increasing AOV 100% of the time. Be Dramatic - Show off your personality and unique brand voice to stand out in the noisy ad marketplace and inbox. Monetizing Campaign Momentum - While some brands found success saving their best sale for CM, others who features their best offer earlier saw more consistent volume in the days leading up to BF/CM. SoulCycle won over users with this fun subject line and message $ $ 43% During Cyber Weekend, 43% of US internet users were influenced by sales, discounts, or special offers to shop at specific etailers. WPROMOTE.COM HOLIDAY MARKETING STRATEGIES THAT PAID OFF 6

7 SMART STRATEGIES CAN WIN BIG FOR YOUR BUSINESS Along the customer s multi-touch journey to conversion, using the right strategies to reach out to the right audiences at the right time can have a huge impact during the hyper-competitive holiday season. Use these strategies all year long to stay ahead of the competition and dominate your niche! Take Full Advantage Of New Digital Platforms & Beta Opportunities Offer Exclusive Events To Entice Shoppers Implement Personalized Retargeting To Increase Conversions Significantly Boost Returns Through Dynamic Campaigns Narrowly Target High CLV Audiences To Maximize Profits W P R O M OT E. C O M H O L I DAY M A R K E T I N G S T R AT E G I E S T H AT PA I D O F F 7

8 READY TO BE A CHALLENGER? Contact Wpromote today and we ll guide you through our profit-driven digital marketing and more! sales@wpromote.com WPROMOTE.COM WHITE PAPER CONTACT US