Boxing Day is a big deal in the marketing world. Following Christmas, shoppers across Canada rush to their nearest big box stores to take advantage of those in store deals that can save them significant amounts of money on the season’s hottest items. For us online marketers, we are in the privileged position to target those who do not want to fight through the post-Christmas shopping rush, and can encourage online sales during Boxing Day through a number of methods. The most obvious way to encourage online sales during Boxing Day is by offering discounts on products. But what if you do not want to offer large discounts that could negatively affect your brand? Boxing Day sales can be made without slashing prices if you take the time to prepare a thought out marketing campaign targeted at the online shopper looking to grab those items they didn’t find under the tree on Christmas morning.
Boxing Day Breakdown
Online shopping is quickly becoming the go-to method for purchasing gifts during the holiday season. In 2012, 7.7 billion dollars was spent online during the lead up to the holiday season according to a study by Statistics Canada, and that number has only grown since then. As Black Friday gains traction in Canada, Boxing Day Sales have taken a slight hit in the past few years, as the American shopping holiday creeps up north. However Boxing Day still stands as one of the biggest days of the year in regards to consumer spending. Online shopping during Boxing Day encompasses 28% of the consumer base; don’t miss out on this prime opportunity to maximize sales and build brand awareness!
Boxing Day Discounts Can Lead to Brand Devaluation
So, how can the online store take advantage of this boost in online traffic and visibility? For e-shops with premium products, offering large scale discounts can devalue your brand. How can offering deals devalue your brand you ask? When customers become accustomed to large store wide deals, they will hold out on spending, waiting for the next large sale where they can get your goods at a discounted price. Alongside this, those that do buy frequently are more inclined to buy in bulk during a sale, stocking up with enough discounted items to last them until the next time you offer a sale on your site. Continually relying on sales will gradually create a decline in product value, as people will clue in and stop purchasing your product during the year as they wait for the next sale, allowing competitors to move in on market space with lower prices throughout the year. These are just a few reasons why devaluing your brand through discounts can easily transition into long term losses, and there are a lot of really great in depth articles floating around on the internet on brand devaluation if you are interested in learning more.
Targeted Social Media Advertising
When preparing your marketing plan for Boxing Day, there are many ways to promote your brand without devaluing your product. Converting the heightened web traffic into sales is something that can be done through thoughtful campaigning and increasing visibility, and there is no better place to start than by promoting your brand on social media.
Creating a paid social media campaign for your brand is the first step in a successful online marketing campaign. Utilize the analytics tools that are provided by the major social media platforms to analyze your market, and make sure to take into account statistics such as the age demographic of your client base and the location of your customers. Using this information, planning a thoughtful social media campaign based around strong written content can boost traffic to your site, as well as brand awareness in a flooded online market. Tools such as Facebook Ad Manager and Twitter Analytics provide detailed information on who interacts with your content, and is a stepping stone to help you pin down your preferred demographic.
Targeting can be done on both a micro or macro scale. Depending on your budget, and how much reach you would like to have, broad targeting can be good for getting your brand known. If you sell a niche product, or are working on a limited budget, it is better to target on a more micro level, taking into account the geolocation of your customer base, gender demographics, age, and interests. All of this can be easily managed directly in the Facebook advertising settings when creating your campaign, and it is fairly in depth, giving you an estimate of how many people your targeting will reach and helping you pull the data needed to make these decisions.
Facebook targeting features allow you to cater your add to your preffered audience, letting you choose to limit the ad to viewers of a certain age, in a certain location, or a certain language.
Going even more in depth with the targeting, you are able to choose specific demographics, interests, and behaviors while setting the targeted audience for your ad.
When choosing the target demographic of your ad, you can choose to aim the ad at people who like your page, friends of people who like your page, or a combination of the two.
Creating ads targeted directly to your user base is a great way to build the foundation of your campaign, but there are ways to boost your campaign to spread out to new clients using the information provided by your current customer base. Take note of common interests in your customer data, and boost your content so that it is visible to everyone who shares these interests. This introduces your brand to those who may be interested in your product. When targeting ads based on common interests, it is important to make sure you do not set the targeting to an interest that is broad; take the time to find out the specific things that tie your customer base together, and aim for that audience.
By taking the time to thoughtfully market to your target audience and by ensuring you have strong social media content that draws in customers both new and old in an oversaturated market, you will build the foundations to a successful online marketing campaign during the holiday season that will not end up devaluing your brand.