How to Succeed Online this Independence Day
Independence Day is one of the largest retail events in the American retail calendar
Independence Day is one of the largest retail events in the American retail calendar
Independence Day is one of the largest retail events in the American retail calendar with retail spending estimated to be around $6.7Bn by the National Retail Federation in 2019. NRF also reported that Independence Day is the 8th largest spending event in US retail. While a lot of this revenue is spent on cookouts, BBQs and family celebrations, many retailers use this holiday period as a key promotional opportunity to boost new customer adoption, increase incremental revenues and slash prices.
To help you succeed online this independence day and maximise your return we’ve provided a number of key suggestions surrounding campaigns, tone of voice and promotional ideas.
A survey carried out by ZypMedia on 2019 campaigns found that 72% of advertisers preferred to run a campaign for 2-3 weeks instead of only focusing on Independence Day itself. Starting campaigns early with pre-access for members and teaser deals helped to build excitement and increase revenues before the main event. The key piece of advice with regards to campaign planning is not to leave it to the last minute!
Alongside planning early we recommend splitting your marketing activity across multiple mediums including:
Diversifying the range of communications will ensure the greatest campaign reach and ultimately success. When structuring your campaigns think hard about the purchase journey of the customer based on the key customer demographics you are targeting. Ensure you are running a balance of traffic driving campaigns, consideration ads for customers further down the purchase funnel, and conversion based ads such as remarketing to visitors who have already seen the campaign or regular email purchasers.
There is little point in communicating with customers who aren’t interested in what you have to say therefore it’s important you know what demographics, interest groups and geographical locations you are targeting for Independence Day. Largely, Independence Day is an all-American affair so there is likely very little point in running this campaign for your whole customer base. Additionally, certain categories do better than others such as outdoor & BBQ, so targeting your ads based on industry insights & your core interest groups is likely to see more success.
Top Tip: To succeed online this Independence Day understand your customer’s interests and demographics better by using the Audience data on Google Analytics. Use In Market & Affinity audiences to help target traffic driving campaigns and increase your brand awareness with customers more likely to purchase. Use the targeting tools available to you on Google and Facebook to built lookalike audiences and increase the likelihood of purchase.
Everyone loves feeling special, which is just one of the reasons why VIP sale access can work wonders not only for customer loyalty, but also for your bottom line. Giving your loyal customers exclusive pre-access offers via email or your app builts loyalty by rewarding them for regularly shopping with you. 2-3 days early access means you can also reduce your direct to customer marketing costs by boosting revenue through lower cost channels such as email, increasing your campaign profit.
Top Tip: your customers will all be celebrating Independence Day with their family & friends. Why not share a Family & Friends code to your email customers and social media followers and get them to do some of the work for you! This is a great way to increase word of mouth sales and new customer acquisition.
Almost all of the Independence Day sales we surveyed referenced or leaned in to American patriotism, fireworks, stars & stripes or something to do with the US’s history. Making this type of messaging central to your marketing campaigns will help easily identify it as an Independence Day campaign.
Campaign Examples:
With all promotions it is important the message is clear & well communicated to the customer. To succeed online this Independence Day, we encourage you to:
Once the event has passed you should actively increase your remarketing budgets to encourage purchases.
If you want to find out more about how to succeed online this Independence Day, please contact us.
We’re Built for Growth….ARE YOU? Get in touch to find out more