Strategic Planning for Seasonality

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Information about Strategic Planning for Seasonality
Marketing

Published on March 10, 2014

Author: 4PsMarketing

Source: slideshare.net

Description

James Green from 4Ps Marketing and Polly Ashman from Mark Warner discuss Strategic Planning for Seasonality at 4Ps EDGE on 6th March 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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