Throughout the year we get clients that are ready to advertise, and then we get others who come solely to prepare for Q4 advertising campaigns.
Advertising both digitally and traditionally increase during the last quarter of the year. For most small business owners, you want to maximize your ad spend. Let's explore how to properly advertise in the height of consumer spending.
Why is Q4 important?
This is when most consumers of every background prepare for an increased product consumption. This is also the America and International holiday season.
As a result, advertisers increase their spend as they have more product offers or new year promotions. During this rush, you are more likely to reach an engaged buyer.
What happens to my ad placements?
While you are more likely to reach an engaged buyer in this season, you are subject to higher advertising costs. This notion is the same for both digital and traditional advertising methods.
Action Items for Q4: How to beat higher costs and reach your engaged buyers.
Budget strategy:
You want to create a budget per customer stage leading to POS. Remember during Q4 every ad product has increased. So you want to focus your spend on channels that lead your customer to direct purchase. This is easier for e-commerce brands, but for a brick & mortar you’ll engage the buyer in an omni channel method. This can look like social and sms + email.
Finding your acquisition channels:
Keep in mind how your customer can purchase & obtain their product. Now recall where this audience group spends their time.
You can purchase ad products ranging from programmatic ads or email ad slots on local newsletters. You will need a media buyer to help you- check with Zayam Design.
Making a profitable ad placement with a low budget:
You want to use your data to your benefit! Recall the data & privacy laws. However, use your email lists, maybe even purchase a clean list for a custom audience. You want to increase your organic content marketing as well. More social that engages the community and not just sell. More email that speaks to product benefit and loyalty discounts, not just a welcome email.
Remember the best ads are rememberable & also engaging. So as you embark on your Q4 journey- ZD has your back!
Images by ( in order )
Photo by Mikhail Nilov
Photo by Mart Production
Photo by Mart Production
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