Step-By–Step Guide to Holiday Campaign Planning

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Step-By–Step Guide to Holiday Campaign Planning 

Every day brings you closer to the busiest season for shopping. According to eMarketer, online sales exceeded $54.5 billion last year in November and December. According to the National Retail Federation, online sales are expected to increase by 13 percent this year. It is crucial to prepare for Black Friday, Cyber Monday, and the last-minute Christmas Bonanza as soon as possible. This guide will help you plan your holiday campaign.

Analyse and evaluation:

Take a look at your campaigns and promotional calendar from last year. This will help you save time and create a more effective online campaign strategy. It is important to determine what factors and variables worked well, as well as the elements that made a difference last year. This will help you create more impact for next year.

Identify your seasonal sales curve

A document should be created that highlights the peak seasons for your company's sales from last year. This document will provide a summary of the campaigns last year and a structure to help you create your 2013 promotional schedule.

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Review of campaign metrics:

Once you have plotted your campaign periods for last year, it is time to add your paid search metrics and any other marketing channels metrics such as email, print, and display. You can get a better understanding of the start and end dates for your holiday campaign by looking at performance metrics from last year.

Review of Campaign Creative:

Take a look at the ad copy and keywords. Also, consider the location where the ads were placed. Images, URLs, and landing pages that ads brought traffic to your site. This will help you to understand what is connecting with your customers and what isn't.

Questions of importance:
  1.  What were the trends in sales during your holiday campaigns from 2013? Did one time period perform better than others?
  2. Which paid search campaigns produced the most results for each promotion period? Which paid search campaign produced the most impressive overall results?
  3. Is there anything you can use to improve the performance of your ads?
  4. What does your trend score against the ecommerce trends of last year?

Ask Santa's Helpers: Invite a few people to join you in your quest to improve your holiday campaigns. As a team, analyse and brainstorm the following.

  • Product Promotions: Did you find any products that were more successful than others last year. Which products are you most likely to promote in the coming year?
  • Promos and emotional triggers: Were there any promos that were more successful last year? These can be applied to your paid search keywords, ad tags, and copy.
  • Tone Different tones can draw different responses. For example, did different tones provoke different reactions, such as playful, promotional or fun?
  • Images Did you find any images that received the most attention? Which images are most likely to be viewed by consumers this year?
 Create your 2021 campaign plan.

The following should be included in a well-constructed plan:

  • Promotional calendar that includes special campaigns for current customers.
  • Campaign launch dates and flight dates, as well as start and finish dates for each campaign.
  • Audience.
  • Information for promotion.
  • Use your creativity.
  • Goals: Impressions, clicks and conversions. Traffic.
  • URL Destination
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 Create your ads: Read through the promotional periods you have listed and follow these steps.

  1. For each promotion period, create two to three versions of the same copy.
  2. Choose different images to represent each version of your ad. This will give you several options to test to determine what appeals most to your customers.
  3. Create a call-to-action in every ad. Test different promotions such as 10% off or 30 minutes remaining.

You can find more strategies for building your holiday campaign in the Step-by-Step Guide To Holiday Campaign Planning (Part Two), available Monday, October 21 at Independent Retailer.com.

All the best for a happy holiday season and Happy Holiday Planning!

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