Reaching Holiday Shoppers
October 29, 2009 by Benjamin Christie · Leave a Comment
The global financial crisis is still very real for many consumers which means like last year, this holiday period, a vast amount of consumers will be tracking down deals online. With consumer determined to limit their holiday spending some will print coupons online and take them to the store or supermarket, while others will buy online. Because the Gourmet Ads network features an audience of grocery buyers and household decision makers it’s essential to ensure that we are part of your holiday advertising media mix.
There is no doubt that year after year, the holiday season is the busiest time for online retailers, so if you’re not advertising during this period then you’re definitely missing out on sales. In order to reach holiday shopper we’d recommend running targeted campaigns near key holiday dates.
Apart from simply booking advertising campaigns, it’s essential to have key messages in your advertising creative which engage with consumers driving them to your online store. Some online retailers will use coupons like percentage based i.e 10% off the product or total order. While other online retailers during the holiday season will offer a credit or rebate towards their next purchase with them.
In terms of key delivery based messages to help convert customers, make sure you use phrases like “Free Shipping”, “Flat Rate Shipping” and “Overnight Shipping” which are familiar with consumers who order online. There is a great deal of evidence in the market place that suggests that free shipping can significantly help conversion rates online.
Finally, we’d suggest booking a variety of advertising units such as regular display, interstitials, expandable ad units, video and rich media. You might also be interested in Holiday Advertising blogs we’ve written in the past. Each have a different take on the event and these are focused to Q4 Holidays, see;
If you haven’t already booked your Holiday Advertising, then don’t delay as the Gourmet Ads network often books out during key holiday dates throughout the year. Download your copy of the Gourmet Ads Media Kit which includes information on other key event days throughout the year that you should be booking.
Cyber Monday Advertising
October 20, 2009 by Benjamin Christie · Leave a Comment
Cyber Monday is the Monday following Black Friday (see Black Friday Advertising), the day which kicks off holiday online shopping season in the United States between Thanksgiving and Christmas. Traditionally Black Friday was associated with regular bricks and mortar stores, while Cyber Monday was associated with online stores as the name suggests. The idea was that consumers would go online on the Monday and order the products they were after, but couldn’t find at the weekend Black Friday sales. Nowadays both Black Friday and Cyber Mondays are huge for both online and offline sales.
Given the huge numbers of consumers at their computer with credit card in hand, any online retailer or ecommerce store can benefit from Cyber Monday Advertising. The most successful Cyber Monday Advertising campaigns are those that reach target consumers, engage with them and create a relationship well before they make a purchase. Often it is price driven or discount offered based advertising, so if that’s the case then your creative needs to include these in the messaging.
Because the Gourmet Ads network features an audience of grocery buyers and household decision makers it’s essential to ensure that we are part of your Cyber Monday Advertising media mix. Some of the ways to make your Cyber Monday Advertising stand out from competitors on the Gourmet Ads network include;
- Roadblock Advertising – every impression for Cyber Monday will be yours across the network. We can offer you 100% of the network for 2 days.
- Interstitial Advertising – Undertake an interstitial campaign capped at 1/24 on Cyber Monday. Interstitials offer a high engagement rate and can include video and rich media.
- Beyond the Banner – create a free standing rich media ad which grabs consumer’s attention and encourages click through.
- Display campaign – Key to success is to include a variety of creative including expandable units on rollover to increase the engagement rate.
If you haven’t already booked your Cyber Monday Advertising, then don’t delay as the Gourmet Ads network often books out during the entire Thanksgiving period. Download your copy of the Gourmet Ads Media Kit which includes information on other key event days throughout the year that you should be booking.
