As we begin the ramp-up to the holiday season, analysts are forecasting a cheery outlook for retail spending.
Forrester predicts that U.S. online holiday sales will rise 12% to reach $129 billion. Offline holiday sales are predicted to rise 0.3% to $549 million[i]. But, how do numbers like these translate to direct response and how can we capitalize on them?
First, it’s important to understand that not all products are created equal. After all, the key to getting a direct response to an ad is dramatically increasing its relevance to the customer. Seasons and holidays help to create that relevance, which is why certain products are more desirable than others at certain times.
Seasonal selling strategies can vary, but most require a concerted effort leading up to a particular time of year. Depending on the season, specific demographics may be targeted based on what channels they tend to watch or what they search for online. For example, it may make sense to push a product in the Beauty category on channels with predominantly female viewership in the weeks leading up to Mother’s Day. Or, advertising Home and Garden products more heavily in the weeks leading up to spring.
In terms of the holiday season, the fourth quarter of the year is a prime opportunity to increase the budget and capitalize on upward spending trends.
From running targeted TV ads on channels with a holiday line-up to updating the creative themes in online and display advertising, a cohesive seasonal strategy leads to more foot traffic—both in the store and on the web.
At Diray, we use analytics to fine tune seasonal selling tactics based on how the market is responding, which helps our clients spend their dollars wisely. Our ultimate goal is to create an integrated media mix that includes the power of TV, online, mobile and social working together to maximize sales. This strategy is what sets us apart from the competition, no matter the season.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.