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FINDINGS RECOMMENDATIONS Black Friday 2011: What worked? Our key insights are distilled below: 2 3 4 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 November 2011 1 2 BLACK FRIDAY SALES BUILDUP 1 Other times are equally busy in terms of aggregate activity across all retailers studied, but most retailer tactics target the before and during periods. Where — and when — should focus your efforts? The noise generated by seasonal events tends to drown out everything else. Cause campaigns failed to register as significant drivers of activity. Brands are better served by scheduling these activities in less distracting times of year. But none of the major retailers saw significant reaction to cause marketing campaigns. Why would that be the case during the “season of giving?” It’s not all about that one day... Holiday cause marketing is popular... But save those dollars for another time. Ecosystem size matters, as does the medium... Brand messaging + social media = ! Target was unique in its focus on a holiday- specific brand campaign (Christmas Champ) and was significantly more effective than competi- tors in driving branded campaign activity. Why? Toys ‘R Us has the smallest ecosystem size across the studied retailers and was ineffective in capturing significant share of campaign or shopping activity despite tactics similar to other brands. And some types of media saw greater rewards than others. Who won, and why? Want to know more? Contact us at [email protected] or visit dachisgroup.com. NO TIME! CONVENIENCE! DEALS! KIDS! BILLS! SALES! SAVE THE WHALES! BEAT CANCER! END HUNGER! OTHER BRANDS TV VIDEO BLOGS MOBILE There is significant opportunity to further engage the audience in the lull following an important event. Ecosystem activity doesn’t drop off – why should marketer attention? Brands like Target and Kohl’s that established video as the centerpiece of their integrated campaign had great success in sparking activity in their ecosystem. A customized campaign that leverages television’s reach and social media’s viral potential makes a potent combination. So extend aggressively post-event. So leverage video across your eco- system for cross-channel integration Create a brand marketing wrapper for all holiday social media tactics. The brand marketing aspect of holiday marketing remains an untapped opportunity for most brands. Use this opportunity to ride increased interest in retailers and build awareness of the retailer’s deals, not just the deals themselves. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 November 2011 1 2 BLACK FRIDAY SALES EXTENSION RETAILER YOU BRAND MARKETING RETAILER RETAILER DEAL DEAL DEAL
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