Published on March 10, 2014
4Ps Marketing Strategic Planning for Seasonality
Our People James Green Digital Account Manager 4Ps Marketing Polly Ashman Brand & Communications Manager Mark Warner
Identifying Opportunities & Trends Plan & Refine Brands are publishers Localised Content Understand the data Key Takeaway’s
Identifying Opportunities & Trends Which holidays and events are important? Think as a business!
Identifying Opportunities & Trends What are your competitors doing? But nobody talks about us? What is your audience looking for?
Identifying Opportunities & Trends
Identifying Opportunities & Trends Website Content Press Trips Blogger Outreach Partnerships Snow Centre Ski Plex Profeet (ski boots) Sales Staff Training
Identifying Opportunities & Trends How not to do it! Gap Hijack Hurricane #Sandy
Plan & Refine Scheduling increases and decreases Refine for ACT’S OF GOD!
Brands Are Publishers Time is money Evergreen vs topical content
Brands Are Publishers
Brands Are Publishers When: Paris Fashion Week Who: Ariel Sent fashion bloggers stained items of clothing When: Christmas Who: Not on the High Street Secret Santa – 3 x £30 Vouchers to spend on fellow bloggers
Localised Content Local influencer Weather and localised purchasing behaviour Localised advertising online/offline
Localised Content Social media representatives
Understanding The Data Real-time insight A change in behaviour
Key Takeaway’s Create content that has meaning Be diverse Think as a business not as a channel Localise your strategy Proactive and reactive data
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