Demand analysis and growth forecast
Explore Research on Consumer Behavior in the Eve of the Holidays… Pay attention to what goods are going to give to loved ones, how early they start looking for and buying gifts, and what men expect on February 23rd and women on March 8th.
Find out the period when the demand for gifts starts to rise, peaks and begins to decline… To do this, use data for previous years, as well as Yandex Wordstat and Google Trends statistics. It is during the period when demand begins to increase that it is necessary to launch advertising.
According to Google Trends, in 2020, interest in gifts for February 23 has been increasing since the beginning of the month. The most active period of growth was observed from February 15, peak values were recorded in the period from February 18 to 22. Immediately after the holiday, interest faded.
The request “what to give for March 8” was introduced in mid-February, active growth occurred in the period from March 2 to March 7, and interest faded by March 10.
Refer to your statistics for the past year… Last year’s pre-holiday season will provide a basis for forecasting traffic and growth rates this year. However, do not use inaccurate or abnormal statistics that are unlikely to be repeated.
Based on data from analytics systems decide if you need to limit the audience by gender and age…
According to DataInsight, 23% of men and 59% of women buy gifts as of 23 February. Two-thirds of women and about half of men (53%) are concerned about presentations by March 8.
Define in the assortment the categories of goods or services in demand and those that generate most of the profit. They should be emphasized in advertising.
Estimate your own resources… Make sure that the team can handle all requests, there are enough goods in stock, you can deliver purchases or provide services on time. If necessary, invite additional specialists.
Preparing to launch
Define advertising goals: increasing sales while maintaining payback, expanding the client base, selling stale goods and others.
Make sure the site is working correctly: Check page loading speed, form work and mobile version of the site. If you have problems with the mobile version of the site, prepare responsive landing pages using the builder and create turbo pages in Yandex.Direct.
Learn how competitors are preparing for the holidays: pay attention to promotions, sweepstakes, special offers. Consider if you can make users an offer that will make you stand out.
Plan your work schedule and tell potential clients about it. If you work on holidays, notify users of this on the website and in social networks.
Take care of the service and a pleasant experience of interaction between the buyer and the company:
for call center specialists and sales managers, prepare scripts by which they can help customers decide on a gift;
Offer customers expedited shipping, free gift wrapping, postcards, or souvenirs;
extend the time for accepting orders and the working hours of offline points;
provide the opportunity to quickly return or exchange the product.
Audience segmentation and proposal development
Reach users of both genders, regardless of the holiday… Both women and men choose and buy gifts on the eve of February 23rd and March 8th.
Divide users by relationship status: who is the congratulator for a man (boyfriend, husband, father, son, grandson, friend, etc.) or a woman (mother, girl, wife, daughter, girlfriend, etc.).
Develop special offers and messages tailored to the interests of each segment… The offer should save the donor from the complicated search and selection of a presentation, as well as help to choose the right gift.
The main factor when choosing a gift in 2021 is the desire of the person to whom it is given. Men, according to Yandex, want to receive money, electronics, tools, goods for cars, sporting goods on February 23rd. Women on March 8 are waiting for flowers, jewelry, cosmetics and perfumes, a romantic dinner and money.
Segment your audience by level of interest: hot (customers), warm (familiar with the brand and similar to customers), cold (new audience). Choose approaches and creatives for each segment.
Prepare thematic collections of goods and servicesto make the choice easier for buyers. Make different selections:
depending on the recipient: “What to give my husband on February 23rd”, “What to give my mother on March 8th”, etc .;
combining gifts with one value: “Gifts for March 8 up to 2000 rubles”;
non-standard goods or services so that the recipient of the gift can try something new.
Publish collections on the website, in social networks and send by email.
Setting up advertising campaigns
Launch ad campaigns two to three weeks before the holidayto familiarize users with the proposal.
Create campaigns in ad offices a few days before the start: set the start date of impressions in the settings and send the ad for moderation. If your ads are rejected, there will be time to correct them.
Prepare separate high bidding ad campaigns for in-demand products…
Through location adjustments or standalone local targeting campaigns reach users nearby from the organization and make them a special offer.
Review your bidding… The competition is getting tougher in the pre-holiday period, therefore, the rate will have to be increased for some goods, and for some categories that are not in demand on holidays, the rate can be reduced. Use optimization or pay-for-conversions strategies whenever possible.
Increase budget in line with projected growth and soften targets (CPA, ROI) so that automated strategies can maintain efficiency while competition increases.
Make sure that you have enough money in your advertising accounts and early stopping of advertising campaigns will not occur.
Set up a schedule for displaying ads by day and hour, if you need to process applications immediately after placing an order, and specialists can do this only during business hours. To increase your reach, you can set up impressions around the clock with reduced rates outside of business hours.
Retain mobile traffic: Half of requests for gifts, according to Yandex, are made by users from smartphones.
Set up remarketing for different customer segments and site and application visitors:
all visitors to the site, pages of individual products and services;
the audience that is interested in the special offer;
buyers of gifts for the New Year and February 14;
visitors who have not completed the checkout;
users who made a conversion;
users who came from social networks;
segments based on data from CRM.
Run ads targeting similar audiencescreated from customer segments as well as visitors who have not completed their checkout.
Contextual advertising on search and in networks
Expand the semantic core of your campaigns: Add keyword suggestions based on the name of the holiday. Use the request packages from Yandex for February 23 and March 8.
Use key phrases with the words discount, promotion, saleif you run similar activities.
Don’t forget about variants of key phrases mentioning the brand of competitors…
Adjust your search ads: add an offer to the first heading, add information about a discount or event to the second, add additional information to the third, without which the ad’s meaning will not be lost (the third heading may not be shown).
Reflect specials in ad extensions and add-ons:
add quick links for a promotion with a separate page and collections of gifts, describe the benefits in the description to the quick link;
add clarifications with information about a special offer or competitive advantages;
if it offers a discount, show it in Google Ads in the Promotion extension;
mention additional and new services in structured descriptions of Google Ads.
Run dynamic search adsto reach the largest search audience and low-frequency queries.
Use automated formats on networks: Smart Shopping Campaign, Smart Banners, Discovery Ads.
For display targeting use Interested Buyer Audiences, Specialty Audiences (Display and Video Campaigns only), Interest Audiences combined with demographics.
Social media advertising
Make sure company communities reflect and support pre-holiday activity:
community decoration reflects the holiday;
on the eve of the start of promotions and special offers, posts with an announcement are published;
product-related contests and sweepstakes are planned;
there are polls and interactives related to holidays and gifts;
reviews of the product as a holiday gift are published, as well as selling photos that show the emotions of the gift;
there are collections of gifts for various segments of the target audience.
Choose tools that work with generated demand and warm audiences: contextual targeting and retargeting. Target active users of your community, mailing base, audience with a positive reaction to advertising.
Also target advertising segments by interests, marital status, audience of competitors’ communities.
To show several offers from a selection of gifts or a product category at once, use the “Carousel” format… To increase coverage promote posts with contests and sweepstakes…
If you ran ads by February 23rd and March 8th last year, find ads that performed well and try to understand what made them effective…
Prepare multiple creative optionsto change them as the holiday gets closer.
In social media ads with targeting a wide audience, prescribe the city and the main offer: “Gift for February 23 in Samara” or “Gift for March 8 in St. Petersburg”.
Make separate post-holiday adsto reach out to those looking for gifts later. Write the end date of the special offer and ask about the “last chance” to make an order with a discount.
In ads and creatives reflect information about discounts, special offers, as well as tell about additional services and working hours during the holidays… Indicate the important characteristics of the product, advantages (price, features, and others), the period of the promotion or restrictions on the quantity. Don’t forget your calls to action.
Add holiday-related elements to your images, photo of gifts, products for which demand will grow.
Use video content… Create videos yourself in the offices of advertising systems or using third-party services, use videos from customers and buyers with reviews.
Avoid gender stereotypes and long-standing irrelevant ideas about the roles of men and women in advertising messages… Instead of focusing on the military theme in the announcements for February 23, emphasize the importance of men to the family and their care for loved ones. In advertising for March 8, do not focus on the kitchen and household theme or only the beauty of the “weaker sex”, do not resort to sexism, hints that women are created for something and are not created for another. Emphasize positive emotions, caring for yourself and loved ones.
What after launch
In the course of advertising campaigns, analyze the effectiveness of the promotion, adjust your rates and budget taking into account the decline in demand and competition.
After the holidays disable ad-hoc campaigns, ads and extensions…
Analyze the data obtained during the promotion, write down insights and ideasto use in the future.