THE POST-SHOPPING-SEASON OPPORTUNITY

The November-December shopping period is always overwhelming and busy, to say the least. With haste to get orders in on time for Christmas, many retailers notice a dip in eCommerce activity after the last shipping date for the holidays. Snapchat is helping us reframe this time of year by looking at habits in the traditional post-shopping season. 

As mentioned in the past few newsletter editions, customers started shopping for the holiday season earlier than we've ever seen. Snapchat says "For brands, this disruption equals opportunity. An earlier shopping season frees up advertising inventory while releasing the auction sooner, so advertisers can capitalize on reduced competition at a more efficient CPM."

In Q5, they estimate that it will not only be cheaper to advertise but it will reach a larger audience, stating that "Christmas Day sees a significant rise in mobile-device activation among Snapchatters, along with a surge in app installations to prepare for the new year. Q5 shows particularly high consumer intent around self-improvement, such as health, wellness, and fitness, finance, career and education, and hobbies.^"

Whether or not you're ready to invest in more advertising than usual during this 'Q5' period, think about how you can be more present for the needs and interests of your customer base whether or not they are in the buying mood. If your base has heavily supported you through the holiday season, think about the content you can create to supplement your product and the people receiving them at this time of the year. 

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GENERATING A +330% INCREASE IN TRAFFIC WITH A UNIFIED BOXING DAY CAMPAIGN

SPORTING GOODS & OUTDOOR

Originating as a brick-and-mortar shop in Quebec, Altitude Sports has since expanded into eCommerce with a strong online presence and tactics for a successful Boxing Day sale online. 

Key Takeaways

1. Targeted Promotion Channels 

The Boxing Day Campaign was mainly promoted through email, paid search ads and social media ads. 

2. Unified Branding

Across the three channels, verbiage, imagery, fonts and colours all remained consistent, creating a coherent campaign with strong brand recognition. 

3. Sale Content

Altitude Sports focused on three main avenues of content to promote their ad across channels. 

• ‍Membership: Unique verbiage was created to incentivize current members to earn higher rewards during Boxing Day ‍
• Non-Branded Messaging: Generic quantitative sale content was used explaining the type of discounts Altitude was hosting‍
• Branded Messaging: A focus was placed on one or two major brands carried at the store and their associated discount 

4. Accessibility

Altitude Sports generated their ads in English and French so they would be accessible to all regions of Canada. An FAQ landing page dedicated to Boxing Day questions was also generated to help guide visitors in their shopping journey. 

THREE TWEETS

Here are three Tweets you should check out this week:

1. 10 YouTube videos every small business should create in 2023

2. TikTok is now outperforming Instagram in engagement

3. 2023 marketing priorities

If you're enjoying the newsletter so far,

I want to encourage you to check out The RightMetric Insight Library.

It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers identify content opportunities, focus on the right whitespace channels, improve their media strategies, and benchmark against competitors.

In case you missed any previous versions, check them out via the links below.

1. 2023 Trend Breakdown – What's Working in Marketing

2. Improve Your Customer Journey with Touch Points – What's Working in Marketing

3. Omnibuyer Who? – What's Working in Marketing