TODAY'S PREP, TOMORROW'S PAYOFF: HOW PLANNING Q4 NOW LEADS TO WINS LATER
It’s the dog days of summer when the sun is strong, baseball is deep into its season, and ice cream melts in seconds. While other agencies may experience a slowdown during this time, our Account Service team is busier than ever, fully immersed in Q4 planning for some of our clients. Why the hustle and bustle during the hottest months?
After years of experience, we know that getting customers’ attention during the holidays while locking in sales or securing donations requires considerable preparation and strategic direction. In fact, that’s how we craft campaigns that resonate and deliver results for our clients when it matters most.
In this blog, we’ll explore the significant benefits that come with early preparation and why Q4 advertising can be so impactful for both retailers and nonprofits. To wrap up, we’ll share two short case studies that prove how a proactive approach can make all the difference.
RETAILERS AND NONPROFITS, TAP INTO THE END-OF-YEAR MOMENTUM
Advertising in Q4 is crucial for retailers as it aligns with the height of the shopping season, encompassing major events like Black Friday and Cyber Monday. Effective Q4 advertising drives consumer awareness, boosts sales, and helps retailers capitalize on the elevated consumer spending during this critical period.
For nonprofits, advertising at this time of year coincides with the holidays, Giving Tuesday, year-end giving, and an overall charitable contributions peak since people are at their most generous. Dynamic Q4 campaigns can significantly increase visibility, drive donations, and strengthen year-end fundraising efforts, ensuring the sustainability and growth of a nonprofit’s mission.
THE BENEFITS OF EARLY Q4 PLANNING
As many people are enjoying the lazy days of July, savvy marketers should be elbows deep into planning their Q4 campaigns. Starting early is not just a strategic advantage but a necessity in today’s fast-paced, competitive landscape. Getting a head start also allows time for businesses and nonprofits to refine their messaging, secure premium advertising slots, and build strategies that help capture hearts and minds when everyone’s focus is pulled in a million directions.
CASE STUDY #1: GETTING SHOPPERS TO DITCH THE CLICKS AND VISIT IN STORE
In 2023, we worked with The Outlet Shoppes of the Bluegrass to help drive traffic to their physical center during the busy shopping season.
Tactics: Traditional radio spots, radio endorsement spots, streaming/online radio ads, traditional cable TV and TV chatter spots, connected TV, pre-roll video ads, meta social ads, web display and native ads, and search engine marketing ads
Strategies: Augment holiday shopping using a life experience (copy: photos with Santa); leverage the convenience of many retailers in one place (copy: cross everything off your list); manage your holiday budget (copy: up to 70% off).
Audience: Women ages 25-54 with a shopping affinity, HHI $60K+, targeted zip codes within a 60- to 90-mile radius of the shopping center
Flight Dates: 10/31 – 12/24
Results: 1,400,000+ impressions and 5,097 tracked physical visits to the property
CASE STUDY #2: CREATING A YEAR-END DONATION PUSH
Our clients at Leader Dogs for the Blind needed assistance with planning their push for additional, last-minute donations after the holiday season.
Tactics: Programmatic countdown display ads (a mobile-friendly, rich media ad unit), which highlighted the limited time for donations
Strategies: Compel someone to give during the “season of giving” (copy: end 2023 on a giving note); capture people seeking a last-minute tax break (copy: beat the clock); motivate donors to choose Leader Dog above the clutter of asks (copy: boost our cause)
Audiences: Previous donors, volunteers, and look-alike groups in Michigan
Flight Dates: 12/26 – 12/31
Results: 245K+ impressions with a Return on Ad Spend (ROAS) of 306.4%
ELEVATE YOUR Q4 STRATEGY
By laying the groundwork now, you're not only preparing for Q4, the year's most profitable season, but also positioning yourself to outperform. At Vimarc, we recognize the unique challenges and opportunities that accompany this level of strategic planning.
We aim to fully understand your goals and hear your challenges so that we can help you deliver with impactful, customized solutions. To assist you with capitalizing on Q4 using campaigns that connect, engage, and convert, reach out today.
