Before you finalise your Black Friday and Christmas campaigns for kids and families, read this, says Sophie Tanner, VP Marketing, The Insights Family
In the August issue of Toys n Playthings, thoughts turn to Black Friday. In an exclusive column, Sophie Tanner, VP Marketing, The Insights Family, digs into where marketing teams should be focussing their attention during the Q4 promo season, pitfalls of relying on last year’s heuristics, and value beyond price.
“Summer’s here and your campaign plans for Black Friday and the holiday season are starting to take shape. Across the industry, this is the moment for marketers when everything comes together: the creative briefs, the media plans and bookings, the products going into production,” Sophie says.
“The easiest traps to fall into at this stage is to build this year’s campaign on last year’s audience, or even last season. It’s understandable, the results are in, the reports are on file, and the safest move is to run it back. But kids do not stand still for minutes, let alone months, and neither do their parents. What earned attention last holiday won’t earn it this one, and you tend to find out only when it’s too late.”
“The decisions you are locking now are the ones that matter most,” she adds. “Which message to lead with, which platforms to invest in, which content creators to collaborate with. Get them right and you set yourself up for success. Get them wrong and no amount of optimisation in December will rescue a plan that was pointed at where kids were last year or what parents are no longer prioritising.”
Read the full column CLICK HERE
