BREAKING NEWS: Tomorrow is Thanksgiving. And by new you’ve seen the onslaught of tips, tricks and tactics guaranteed to bring you and your business reap the rewards of holiday revenue…and if you go this route, the result is a 2014 product or marketing campaign that fails with ferocity. So how do you avoid having a New Year’s Resolution list of regrets?
Don’t stuff your face.
The holiday marketing budget is always big, and post-Google account team visit, the paid spend paranoia seems high, and it should be. It’s typically half gone, or more depending on the seniority of the buyer (higher the title, more the un-researched spend amount). Thanksgiving is overrated, and unless your Walmart, someone who looks like Wal-mart, or a competitor of Walmart, you needn’t have this paranoia yet. That comes after the feast.
- Split Testing – A/B Testing for those who missed the split lecture – that’s 2 elements (change in one element tested against no change). NOT 2 pages and not more than one element at a time…one a week)
- Response Triggers – the highest open rates, CTRs and conversion rates of any email I’ve tested are in this category
- Competitive Analysis – you know you’re not the only one with a marketing, digital product, social media, SEO and IT lineup, right? And if you’re aware of this, I’m sure you’re away where they’re reaching your customer online versus where you are, when they reach the persona, and how X offer or product is mentioned to them (solve for X)
- Conversion Rate Optimization – based on numbers 1 – 3 you can pick winning content, map it to the most relevant touchpoints in the customer journey, and encourage your existing users to bring in their like-minded peers via social sharing, emails, contests or social sweeps, rewards and affiliate program offers
- Social Listening and Response – of the people who read this, regardless of the number total, an estimated zero to one corporate marketing check collects will listen to the most important tactic in the list…with potential of being 100% higher in performance than the average reader from a ‘creative ad agency’ – BRAH
Note that I DID NOT say that your media spend or workload belongs in what most people misidentify as social media (posting for popularity with minimal profit). I mean social monitoring and response that happens outside of your own page or profile, where 90 percent of your brand mentions live.
The Great Holiday Campaign hoax
How many materials have you curated about holiday marketing so far? Let’s really take a look at them, because you’re about to notice a pattern.
- PP Early. Something about planning your promotion early, yes? If they give analysis – there’s no action visible that follows (unless its an infographic from info.spam)
- The Nation of Zations! Localization, mobilization, socialization, customization, and the most common #2 subheading – personalization
- Re- and -Ation after Zation. Retargeting and remarketing based on segmentation
- Case Study. The smarter lie uses the “social proof” keyword, but it’s new telling of the same BS invented by the Jones Effect door-to-door idiots
- Offers? Now? A little late to show us the top offers at the point. You’d think the offer created had a persona in mind when you designed the concept?
If you see any signs of “Top Marketing Campaigns” or “Top Holiday Promotion Offers” – get out quickly. Even in the midst of the many doing this content topic more harm than help, the marketer that ends with “top marketing (title topic)” is the best of the worst. This sales team tool feels it best to close you on the work of others!
Now…take that list you’re given in the “top holiday marketing” hand grenade, and paste that list moniker into Google. Any list similarities?
Perhaps social listening could have saved the O-So-Good SURFACE giveaway post…from an iPad. You get a #FAIL! And you…and you. Sign up for updates and join the movement against marketing mediocrity.