Multi-Platform Marketing Strategies to Maximize Thanksgiving Sales
In this ad, Kohl’s announces their Thanksgiving store timing along with some cool discounts and offers.
Use social media to attract potential shoppers:
Social media is a parallel universe of shoppers waiting to be tapped. Advertisers need to know which customers they want to target, design the right marketing strategy, push their ads to the right place, and use the right metrics to capture ROI. The 3 tips that help in successfully utilizing this media are:
- Preparing in advance by tracking social media sites most visited by your target audiences
- Planning your campaigns to go live at the right time, thereby, capturing your prospects’ attention
- Being patient and persistent in your social media efforts while trying varied approaches, testing variations in landing pages and constantly keeping an eye on the latest trends in the market
According to a blog post by Nanigans, Inc., A comparison of ads placed in October, November and December 2012, showed that Facebook ads placed one to three weeks before Thanksgiving attracted customers who delivered the highest ROI over time — loyal customers with consistent purchasing throughout Q4 and beyond who yielded the highest ROI contributed by lifetime revenue return.
Many businesses are using Facebook as an additional sales vehicle sharing their best deals and promotions.
Mobile and multiscreen shopping to rise:
As part of IBM's Smarter Commerce initiative, the IBM Digital Analytics Benchmark revealed the following trends for Thanksgiving 2012:
- Consumer Spending Increases: Online sales on Thanksgiving grew by 17.4 percent followed by Black Friday where sales increased 20.7 percent over last year.
- Mobile Shopping: Mobile purchases soared with 24 percent of consumers using a mobile device to visit a retailer's site, up from 14.3 percent in 2011. Mobile sales exceeded 16 percent, up from 9.8 percent in 2011.
- The iPad Factor: The iPad generated more traffic than any other tablet or smart phone, reaching nearly 10 percent of online shopping. This was followed by iPhone at 8.7 percent and Android 5.5 percent. The iPad dominated tablet traffic at 88.3 percent followed by the Barnes and Noble Nook at 3.1 percent, Amazon Kindle at 2.4 percent and the Samsung Galaxy at 1.8 percent.
- Multiscreen Shopping: Consumers shopped in store, online and on mobile devices simultaneously to get the best bargains. Overall 58 percent of consumers used smartphones compared to 41 percent who used tablets to surf for bargains on Black Friday.
Since many businesses are focused on Black Friday and Cyber Monday, you could consider an aggressive sale on the Tuesday before Thanksgiving. While many families are busy planning their Thanksgiving meals, there are many who are starting to look for deals on their smartphones. So, this could be a good time to present them with an offer they can’t resist without waiting until Thursday or Friday. The promotion needs to be aggressive and crisp: “3 day sale” or “Save 25% if you order before Thanksgiving” to register instant responses.
“Mobile strategy also needs to consider the physical factors of the shopper. Whether they are in-store, at home or on the go, the consumer will have different experience values in each of these situations, and the mobile presence must take this into consideration to create the optimal experience." says Derek Bonney, Managing Director of Manifest Digital.
Send emails more aggressively:
During the holiday shopping frenzy, sometimes the stores that win most customers are the ones that stay top of mind and influence buying decisions. It pays to increase your email frequency and volume during the holidays that is proportionate to the increase in your sales volumes. So, a 20 percent expected increase in sales volumes should drive you to send at least 20 percent more emails during this time. Make sure your email are optimized for mobile and assist shoppers to reach far down the purchasing path as possible. Buyers are looking for best possible deals and sales this time of year. Make sure your offers are compelling enough to draw visitors. It’s good to keep an eye on the type and frequency of competitors’ emails. Above all, take time to thank your loyal customers and offer a special holiday greeting. You could give it a personal touch by sharing pictures of your team members working behind the screens or the community service initiatives undertaken by your company.