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The five phases of retail holiday marketing: Phase 3

Steve Olenski
Master Principal Sales Architect

Happy hump day boys and girls. Today, we tackle Phase 3 of retail holiday planning. Before we dive into it however, a quick recap.

On Monday, we discussed Phase 1: Pre-Holiday AKA the time before the onslaught of marketing messages and consumers making their lists and indeed, checking them twice. Some examples of these types of pre-holiday marketing ideas are Spring Black Friday and Christmas in July.

Yesterday it was Phase 2: Black November, which covered the growing popularity among retailers to extend Black Friday into an entire month.

Before we get to today's Phase at the bottom of today's post is a special surprise for ALL retailers and retail marketers.

Today it's Phase 3: Thanksgiving Weekend

Based on Phase 2 above we know that Black Friday is quickly becoming Black November. The same change in mindset among retailers is also applicable to Thanksgiving Weekend, too. It is no longer limited to Black Friday only as retailers are extending the offers and savings to Cyber Monday, Cyber Week and even Thanksgiving Day itself.

Here's some examples of these types of emails starting with Thanksgiving Day.

Thanksviging Day 1

Thanksviging Day 2

Black Friday example:

Black friday 1

Cyber Monday & Cyber Week example:

Cyber Monday

Cyber Week

Tomorrow we cover Phase 4: Countdown to Christmas and on Friday, Phase 5: After-Christmas Period.

Surprise, Surprise 

In addition to breaking down the five phases of retail holiday marketing, we also have a very special bonus to help retail marketers plan for the upcoming 2014 holiday retail shopping season: A webcast, which was held about a month ago which is available for full download by clicking here.

Co-hosted by Ryan Hofmann, Director, Retail Industry Solutions and Wacarra Yeomans, Senior Director, Creative Services, the topics discussed dealt with key retail marketing strategies and tips holiday image 1for the upcoming holiday season. Hoffman and Yeomans explored the five stages of holiday retail digital communication, and how effective storytelling can be used to drive engagement throughout the entire season.

The webcast also included a deep-dive into leveraging purchase intent, social media and wishlists with key automations.

You can now watch and listen to the webcast in its entirety just by clicking right here. It’s that easy.

If you’re a retailer, time is definitely of the essence when it comes to holiday planning. So whether you already have a plan in place and just need some additional ideas or you haven’t even started your 2014 holiday marketing planning yet, you will want to watch this webcast.

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