Q4 Promotional Planning: Plan Ahead for Seasonal Success

What could be better than a holiday season without the stress? I know what you’re thinking but, we promise, it’s not impossible. It feels as though Q1 came and went in the blink of an eye. As we gear up for summer warmth, we’re sure Q4 promotional planning is the last thing on your mind. Although the holiday hustle and bustle seems ages away (blink a few more times – queue Mariah Carey), it’s never too early to begin planning for your brand’s peak seasonality. 

Plan Your Promotion Schedule Now

What are you hoping to achieve this holiday season? Are you planning on investing in paid media? What type of publishers should you be onboarding throughout the buyer’s funnel? These are just a few of the questions that marketers should ask themselves as they begin the groundwork of planning their Q4 strategy. 

While the promotional planning process is generally fluid, advanced preparation will give marketers ample time to test and optimize all aspects of their campaigns. What could be better than solidifying your Q4 ROI before it’s even here? 46% of shoppers started their holiday shopping earlier than usual in 2021. By being strategic throughout the Q4 planning process and securing top-tier placements with the industry’s most popular publishers and content creators early on, marketers can be fully prepared to reach eager holiday shoppers in 2022. Stay on track with Perform^[cb]’s Ideal Promotional Planning Timeline by downloading the 2022 Guide to Q4 Seasonal Planning & Profitability.

Set Aside Promotional Budget 

29% of holiday shoppers planned to spend more in 2021, and this increase in consumer spend is expected to continue through 2022. If consumers are planning to swipe their cards even more this year, why not be ready with promotional placements well in advance to rack up that holiday ROI? Black Friday and Cyber Monday are no longer one-day shopping holidays. In 2021, supply chain shortages driven by the ongoing pandemic incentivized marketers to get an even earlier start to the season, with many brands kicking off holiday deals in late October. Many believe this shift will soon be coined as the “Cyber Season,” which could extend sales across Q4 and into Q1. 

Don’t wait until the last minute to secure diverse partnerships and premium placements – because, simply put, you won’t be able to. By recruiting promotional partners early on, including influencers, bloggers, and industry publications, marketers have time to test while maintaining efficient spend. Planning your promotional budget ahead of the holiday season means that you can ensure ad spend is not wasted on last-minute overpriced placements. By securing paid media early, marketers won’t have to spend the entirety of their Q4 budget, and you’ll have your pick of the most-viewed placements. Learn more about how you can prepare your Q4 campaigns for holiday seasonality.

Channels Worth Testing and Investing In

Online spending by U.S. shoppers reached $211 billion during the 2021 holiday season, a 10% increase year over year, and up 55% compared with the 2019 holiday season. Engaging with a brand through multiple digital touchpoints is now an expectation consumers have when shopping throughout the year. According to Business Insider, mobile commerce sales are expected to reach $728 billion by 2025 and account for 44.2% of e-commerce sales in the U.S. With today’s generation of holiday shoppers spending the majority of their time on mobile web and in-app, marketers are leaving profit on the table should they choose to abandon the mobile consumer. Popular mobile channels to invest in during the holiday shopping season include SMS, video, social media, and influencer marketing, among others. 

Depending on campaign goals and KPIs, employing various strategic distribution channels will be extremely beneficial for marketers this holiday season. Whether you prefer to invest in deal and loyalty partnerships, or you’ve got your eye on upper-funnel placements such as influencer endorsements or listicles, the holiday season is the time to drive ROI throughout the funnel. Ready to switch up your Q4 campaign strategy for performance-based placements and leave flat fees in the past? Don’t hesitate to reach out to our team of performance marketing experts so we can make Q4 your most profitable quarter yet. 

The Marketer’s Guide to Q4 Seasonal Planning & Profitability

No one likes a procrastinator. Set yourself up for success with Perform^[cb]’s Guide to Q4 Seasonal Planning & Profitability. Upon downloading this guide, marketers will be well-equipped to lay the groundwork for the holiday shopping frenzy. By getting ahead of the busiest time of the year, marketers can maximize ROI. 

What to Expect in This Guide

• Breakdown of when to start planning your Q4 promotions using Perform^[cb]’s Ideal Promotional Planning Timeline
• How marketers can use their seasonal spend efficiently to engage and convert new holiday shoppers
• Top digital channels where marketers are spending the most in Q4 and how brands can stand out amongst their competitors
• Access to three exclusive Perform^[cb] client success stories with top e-commerce brands (hint: Leading e-commerce app, Drizly, and QuietKat)

Download your copy of the Q4 2022 Promotional Planning Guide!

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