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This year, nearly $650 billion in holiday revenue will be up for grabs, with social media playing a larger role than ever to influence what people decide to purchase, and with whom to do their shopping. To help you drive your sales home for the holidays, we've broken down some of the most important strategies that marketers can employ to keep their campaigns off the naughty list, and on the path to success.
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Holiday Advertising for Retailers on Facebook
NAUGHTY NICE
How to Keep Your Campaigns Of the Naughty List
presented by brandnetworks
In 2013, holiday sales rang in at $601.1 BILLION.
This year, they’re projected to increase another 8%.
Let It Grow!
Let It Grow!
Let It Grow!
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That’s nearly $650 billion up for grabs this season.
To stay on their companies’ nice list, marketers will need to snag their fare
share of these seasonal dollars.
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E-COMMERCE WILL PLAY A BIG ROLE
Average e-commerce order value increased by
13.96% to roughly $166
Between Thanksgiving and Cyber Monday, 33% more
purchases were made on leading retailers’ websites
LAST YEAR:
3x166$
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YOUR NAME YOUR NAME YOUR NAMEYOUR NAME YOUR NAMEFacebook accounts for 55.18% of upstream traffic from
social sites to retailers sites
30% of Facebook users have
purchased an item in store after sharing or liking it
And 28% have purchased an item online after sharing or liking it
Facebook boasts an average order value of $102.59
E-COMMERCE FUELED BY FACEBOOK
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practices for your seasonal Facebook campaigns.
To help you DRIVE RETAIL SALES HOME FOR THE HOLIDAYS,
we’ve created a list of
Naughty & Nice
NAUGHTY NICE
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LAUNCHING ADS IMMEDIATELY BEFORE BLACK FRIDAY,
THEN STOPPING CAMPAIGNS WHEN THE HOLIDAYS ARE OVER
NAUGHTY
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Create early awareness and drive
traffic to your site. Track and re-market to these visitors later
on.
Be ready to address potential issues
and opportunities. Adjust ads later in the day, when hot items have already
sold out.
Revert back to an always-on strategy
to continually promote products
and sales.
Roughly 3/5 of people receive holiday gift
cards. Keep campaigns rolling after the
holidays to target these late spenders.
HAVING A PLAN BEFORE, DURING, & AFTER THE HOLIDAYS
1-2 MONTHS PRIOR TO BLACK FRIDAY
THANKSGIVING & BLACK FRIDAY
BLACK FRIDAY THROUGH
THE HOLIDAYSAFTER THE HOLIDAYS
NICE
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USING THE SAME PRODUCT IMAGERY & COPY THAT YOU’VE BEEN US-
ING THROUGHOUT THE YEAR
NAUGHTY
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SKIMMABLE CONTENT
Group products in a way that’s easy for
overwhelmed shoppers to digest. For example: “Gifts for her,” “Steals
under $15,” and “Seasonal Sweaters.”
TAILORING COPY & CREATIVE SPECIFICALLY FOR THE HOLIDAYS
SEASONAL CONTEXT
Dress your content in it’s “holidays finest.”
Sympathize with seasonal stress, and embrace the spirit of “giving” rather
than “buying.”
EXCLUSIVE OFFERS
Free shipping and online-only discounts (68% and 58%) drive users to buy online. Let user’s know why now is the time to
get the best deal.
NICE
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ONLY RE-MARKETING TO USERS WHO PLACE AN ITEM IN THEIR
SHOPPING CART, OR VISIT YOUR CHECK-OUT PAGE
NAUGHTY
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Sweaters You’ll Love!
Watches 25% of now!
Place Website Custom Audiences pixels on the landing pages for each product vertical you
offer, then pair your ads with unique targeting and creative.
CAPTURING & REMARKETING TO USERS THROUGHOUT THEIR ONLINE EXPERIENCE
Browse Sale Shoes Now
NICE
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FINDING LARGER RELEVANTAUDIENCES WITH LOOKALIKE AUDIENCES
Extend the reach of lookalike audiences by matching them to the top 10% of Facebook users.
Then, layer interest and behavioral targeting on top of this wide initial user base to trim size.
NICE
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Use images designed for the small screen, reduce copy, and drive to mobile-friendly sites. Prevent lagging load times by
targeting 3G users or higher for link or video posts.
OPTIMIZE CAMPAIGNS FOR MOBILE & DESKTOP SHOPPERS
Cyber Monday mobile traffic
jumped 53.19% last year
Since 2012Black Friday
mobile traffic to retail sites is up 89.46%
2013 Mobile sales were
over $1B for Thanksgiving - Cyber Monday
NICE
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Email Actions: Whenever a user receives, opens, or clicks an email - serve them a similar ad.
Product Surplus: This years “hottest” toy isn’t selling as fast as you thought it would. Trigger ads that show mom what she’s missing.
In-store Traffic Drop: Use geo-targeted Unpublished Page Posts to scale messaging to markets with low in-store traffic.
USING AUTOMATION TO REDUCE WORKLOAD & CREATE GREATER CONTEXT
FOR YOUR CONTENT
NICE
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Even the “nicest” of advertisers still need a little help creating holiday magic on Facebook.
For even more tips and tricks to help you drive holiday sales with Facebook, download our
complimentary ebook : The 2014 Ultimate Guide to Holiday Advertising on Facebook
DOWNLOAD The Ultimate Guide to Holiday
Advertising on Facebook
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