The holiday season is fast approaching, and with it comes the single busiest shopping time of the year. To ensure your business owns the biggest digital holiday of all time and generates your greatest month ever, there are actionable items you can start working on right now!

WPROMOTE HOLIDAY PLAYBOOKHow To Own & Win The Biggest Digital Holiday Of ALL Time

1.sales@wpromote.com ©2014—All Information in This Document is Copyright Protected and the Property of Wpromote Inc.

There have been big changes since 2013 in how to best position yourself for Black Friday and Cyber Monday.

Avoiding the trendy but ine�ective tactics your competitors use and focusing on how to best improve conversion

rates will have a big impact on your sales!

The new reality is that you can’t just plan for the days themselves.

You need to focus on:

29% of shoppers will have started their holiday shopping

before Halloween. Ever more consumers are looking for

their Black Friday deals earlier and earlier, and if you’re

going to compete, you need to meet those expectations!

HOW DO I SCHEDULE MY HOLIDAY?

THE 3 HOT TOPICS

Email Capture 7-10 Days Before (Starting On

The 16th Or 17th Of November)

Thanksgiving Day Promotion/Early Black

Friday Access

Black Friday 2-Day Extension

Cyber Monday 2-Day Extension

Black Friday Part 2 The Following Weekend

Cyber Monday Part 2 The Following Monday

The New Reality Of Holiday Shopping Prime Times

Holiday Calendar Scheduling The Best Tactics Most Effective Channels

WHAT ARE THE BEST TACTICS TO USE?

1. Create email capture

campaigns to get opt-ins for

Black Friday/Cyber Monday

access with coupon codes.

2. Avoid the use of daily

deals & instead try

sitewide sales with

coupon codes.

3. O�er structured, tiered deals

to raise both conversion rates &

AOV ($10 o� $50, $25 o� $100,

& $60 o� $200).

4. Run sales for your

flagship products to target

specific SKUs & encourage

more purchases.

5. Get creative on Thanksgiving with “Turkey Hunts” for

discounts to lower bounce rates, increase product visibility, & let

customers have fun!

Using Mobile In The Multi-Screen Connected World

WPROMOTE HOLIDAY PLAYBOOKHow To Own & Win The Biggest Digital Holiday Of ALL Time

2.sales@wpromote.com ©2014—All Information in This Document is Copyright Protected and the Property of Wpromote Inc.

Make sure your shipping o�erings are attractive.

Everyone o�ers free shipping these days, so to get better

conversion rates, you need to o�er more:

Mobile devices of all kinds should be an integral part of your holiday marketing strategy. Consider that in 2013:

Leverage data trends and hot lists to produce creative

content, like Infographics, that will drive tra�c to your site!

Turn your product list into an ultimate gift guide for dads,

kids, grandmas, etc.Infographics Get Media Buzz & Draw Traffic From Shoppers

Expedited 2-3 Day Shipping

Guaranteed 2 Day Shipping

Next-Day Shipping For A Small Premium

Same-Day Shipping For A Premium

Mobile represented 13% of total online

sales

Holiday shopping queries from mobile

were up 59%

Mobile commerce was up 221% on

Thanksgiving

58% of consumers used their mobile phones while

shopping in-store

Create A Turkey Hunt To Find Mystery Discounts

WHAT ARE THE MOST EFFECTIVE CHANNELS TO SPEND ON?

Mobile ads and searches are powerful drivers of in-store

purchases. Make sure your ads compete aggressively and

integrate seamlessly with your local inventory. Optimize your

mobile website, focusing on usability and speed.

Enable plenty of easy-to-use two-click mobile purchase

options, like Buy With Google, Apple Pay, Paypal, and Pay By

Amazon.

WPROMOTE HOLIDAY PLAYBOOKHow To Own & Win The Biggest Digital Holiday Of ALL Time

3.sales@wpromote.com ©2014—All Information in This Document is Copyright Protected and the Property of Wpromote Inc.

Businesses will need to focus on five main channels in order to succeed: Google, Retargeting, the Purchase Page,

Facebook/Social Media, and Email.

Optimize search by leveraging key areas, especially on mobile

Improve your promotional ads with tailored copy, branded sitelinks, “last shipping day” o�ers, & product listing ads

Use Google AdWords to track cross-device conversions, allowing you to identify & allocate the proper dollar value

to mobile e�orts

Google:

Engage your targeting vendor in

conversation now about holiday strategy

Works best for people who have high

purchase intent

Use heavily with each sale & change o�ers

often

Use max bids for highest visibility

Remove frequency caps during peak days

Target category non-brand keywords for

users who have already been to your site

Keep creatives simple & focused on

bringing users back to the site

Retargeting:

VISITOR PERFORMS FIRSTSEARCH ON GOOGLE

VISITS YOURWEBSITE

VISITOR DOESN’TCONVERT

VISITOR SEARCHES FOR YOUR KEYWORD ON

GOOGLE AGAIN

RLSA’s Generate High ROI

76% Will Abandon Sites Not Optimized For Mobile

vs

WPROMOTE HOLIDAY PLAYBOOKHow To Own & Win The Biggest Digital Holiday Of ALL Time

Spend heavily on Facebook; every fifth page load in the United States is

Facebook! The holidays are one of the few times during the year that social

is actually e�ective, so make use of it.

4.sales@wpromote.com ©2014—All Information in This Document is Copyright Protected and the Property of Wpromote Inc.

Please feel free to contact us with any questions, comments, or feedback!

sales@wpromote.com

1.866.977.6668 plus.google.com/+Wpromote

facebook.com/wpromote

+ linkedin.com/wpromote

twitter.com/wpromote

Use paid content distribution to get on your fans’ news feeds

Create similar/lookalike customer lists and target them with direct

news feed ads

Use Facebook’s Custom Audiences feature to narrowly segment

your fans and target them with very specific messaging

Leverage Facebook retargeting and Facebook advertising

Facebook:

Customers who have just bought have a very high likelihood of buying again, so use the Thank You For Your

Purchase or Confirmation Page to drive repeat purchases. Put an overlay on the purchase page that leads to a new

section of the site or a new deal as a reward for their purchase. Build out a separate landing page for it and ensure

the deal includes free shipping and recently viewed items.

Purchase Page:

Email one to two times a day starting the Monday before Black Friday

Remind people to come to the site with teasers and sneak peeks

Use di�erent, catchy subject lines

Resend to recipients who don’t open emails, or who did but didn’t convert

Email ALL contacts, including inactive or dormant customers

Build a massive email list before the holiday with many di�erent email

capture mechanisms

Every tip and trick in this paper is a tactic that can be put into play on your website and in your campaigns right now. So get out there and get ready to win the biggest digital holiday of all time!

Email:

Spend Heavily On Facebook

Send 1 Or 2 Emails Daily Near Holidays