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Seasonal Marketing

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Now more than ever, it’s essential for retailers to invest in their mobile capabilities, especially during the holidays. According to a recent brief on Retail Dive, consumers spent more than $50 billion on smartphones during the 2019 holiday season for the first time.  The numbers indicate that people aren’t shying away from participating in retail shopping experiences from their smartphones, whether through an app or an online search. Here are four mobile trends to watch this…

In 2013 I was working as a merchandiser at a major global retailer. I remember sitting at my desk, analyzing the weekly performance of my category (hey, men’s sweaters!) for the second week of November and seeing a crazy sales spike in China. This was a Black-Friday-level of increase. Did we have a special promotion I missed?! It was at that moment that I realized the power of Singles’ Day. What Is Singles’ Day? Singles’…

October and Prime Day have come and gone, and with that, the start of this year’s holiday shopping season has too. Yet, with two full months ahead of us before the end of 2020 and doorbusters like Black Friday, Small Business Saturday, and Cyber Monday on the horizon, the shopping season has also only just begun.  Though it feels on-pause right now due to the world’s attention on this week’s US Presidential Election, 2020 has shown us…

A small and terrified group of marketers have been trapped in their startup office for days. Moaning and growling from the shadows just behind their front door is an undead terror: Users who engage but don’t buy. 🙀 They’re so close to converting, but instead, they just sit there, taking up the company’s valuable marketing budget.  The marketers should have seen the walking dead coming. After all, their complacency had led them into this situation.…

Since the scariest holiday is just around the corner, we took a classic horror tale and gave it a marketing twist — the tale of Draculad! Keep on reading — if you dare… “I Want to Drink Your Marketing Dollars!” Stroker, a direct-to-consumer (D2C) pet grooming company, recently moved their offices to the coolest spot in town: an old castle just on the edge of the woods. As they happily decorated their new office with…

It’s almost Halloween, which means it’s time for scary stories! No, not about demons, killer clowns, or creepy-crawlers, but about marketing failures. 😱 This story of Ray Van Winkle, in particular, will send chills up your spine… The Sales Call From Hell 🔥 A cold call from a sales rep lures an advertising manager, Ray Van Winkle, to the sweet nectar of completely hands-off ads. “Set up a few auto-triggers and nurture drips, and call…

‘Tis the season for scary stories! For marketers, there are tales far spookier than ghouls, demons, or monsters — marketing failures can cause uneasy chills worse than any campfire tale can. Here’s a gruesome nightmare marketing scenario that will keep any unsuspecting marketer awake in the dark.  At 11:38pm… It’s late at night, and our intrepid hero, a mid-level marketing manager, is finally heading home. She’s spent weeks putting together a deck with budget calculations…

With more than a month until Thanksgiving and traditional promotional shopping holidays, the shopping season feels like it’s just around the corner. But like the majority of 2020, this October is looking quite different, and the shopping season has officially started.  Amazon’s Prime Day is typically Christmas in July, but with fulfillment and logistics management issues due to this year’s public health and economic crisis plus a desire to make the most of the holiday…

After a year of uncertainty, shoppers are eager to find warmth and familiarity this holiday season. Searches for seasonal inspiration exploded in April when the norm is typically September. And, because traveling to visit loved ones won’t be in the cards for many, people are in search of different yet meaningful ways to connect with friends and family, namely Zoom group dinners and gift-giving.  But even the most well-thought-out ideas can be easily foiled by…

With retailers like Walmart and Target announcing they’ll be closed on Black Friday this year, it’s clear holiday shopping in 2020 will differ dramatically from just a few months ago. On top of that, Amazon has delayed Prime Day to take place on October 13-14, poised to capture significant holiday traffic this year — as if brands needed more competition. Thankfully, some traditional wisdom about holiday digital ad campaigns still holds true. Namely, you want…