Is your brand ready for 2022's mega-sales? Read our guide for a head-start on planning for success.
Mega-sales are a great way to boost sales, but they can also be stressful. The key is to start planning well in advance, knowing what you want to achieve and how you will measure success. Experienced marketers know there’s a wealth of mega-sale days in the final months of the year, so you need to be delegating your ad spend appropriately and measuring your campaigns effectively. Here’s how to leverage the current trends and make the most of 2022’s biggest sales period.
What are the mega-sale days in 2022?
All the usual suspects are happening again this year. Black Friday is arguably the biggest highlight on the shopping calendar in Australia – more so than even Boxing Day. Last year we discussed how to take advantage of Black Friday sales, but there are even more days to add to your marketing calendar and plan.
In the United States, Cyber Monday is the golden child of mega sales. It’s become so successful that it’s surpassed even Black Friday in terms of sales figures, hitting a whopping US$9.4 billion in 2019 alone.
Another day that should be on your advertising radar is Singles’ Day (11 November). Informally regarded as anti-Valentine’s Day, Singles’ Day has been a staple in Asia – particularly China – and typically sees more goods sold than both Black Friday and Cyber Monday combined in the 24-hour period. Considering the influence of the Asian market in Australia, it’s a day that you can no longer afford to overlook.
Depending on your target market and potential export capabilities (especially in terms of e-commerce), you may want to explore the value of advertising on other mega-sale days in and around APAC, such as double-digit days like 9.9 (9 September), 10.10 (10 October), and 12.12 (12 December), as well as events like Diwali (24 October).
Shopper trends to take advantage of
Particularly in Australia and the wider APAC region, we’re seeing a number of shopping trends that you can leverage this year to make a greater impact with your advertising, and thus see a greater return on investment. It’s the perfect time to sell out-of-season inventory or aim to hit sales targets by the end of 2022.
With more than four in five (81%) and nearly nine in ten (88%) Australian and New Zealand adults shopping online, there is a huge opportunity to capitalise on. Our neighbours in Southeast Asia (SEA) have seen a groundswell of new digital users since the start of the pandemic, now tipping 60 million shoppers. Another intriguing trend is that more than 60% of Gen Zers in SEA have participated in the double-digit mega-sale days mentioned above. That’s a huge potential market of overseas buyers if your brand services the region. If it does not - it is definitely worth looking into the logistics of expanding your e-commerce footprint into other markets to maximise your reach and sales opportunities.
Closer to home, the growing wave of retail sales can’t be ignored. Australian retail sales rose 0.9% month-on-month in April 2022, and sales hit a record total of $33.9 billion – a 9.6% jump from March 2021 figures. Shoppers’ appetites remain strong, and there is big potential for businesses that deploy powerful marketing campaigns at the right time this year.
It’s worth mentioning that despite rising sales, the return to ‘life as usual’ is affecting where consumers purchase. Namely, we are seeing spending slowly shift back to brick-and-mortar purchases. While consumers are certainly not fleeing online sales – on the contrary, the online shopping market in Australia is valued at $47.9 billion, well up from $43.9 billion in 2021 – it would be wise to not neglect your physical store when marketing. There are a wide range of tactics worth exploring where your media can be optimised to an in-store traffic objective, to encourage an uplift in footfall. This can all be measured with the right framework in place.
3 steps for a successful mega-sale campaign
Timing is critical to any marketing campaign. Even shoppers understand that mega-sale ‘days’ start well before their defined date. That means businesses need to be advertising in the lead-up to, during and post-event. Here are the three main steps, according to a Consumer Insights report from Think with Google:
Pre-teasing phase: Starting from about four weeks out from the mega-sale day, this is the time when you want to start cutting through the noise and stand out from your competition. A full-funnel media strategy is recommended here with video campaigns to maximise reach and drive impact. With 93% of shoppers saying video is a helpful channel when making purchase decisions, we highly recommend having video assets incorporated within your media mix.
Teasing and D-Day: About one to two weeks ahead of the big day, it is the prime-time to ramp up your marketing efforts and ensure you are nurturing positive shopping intent. Plan out your media budget and start to measure your performance, nurture the high-intent shoppers, and ensure your audience/messaging alignment is set up accordingly.
Post-event: While the sale might be over, now is not the time to end your campaign. On the contrary, you’ll want to make sure you are building long-term relationships with shoppers and staying engaged with them post-event. This is especially true because of the sheer number of mega-sale days in Q4. So while you might spend a large chunk of your advertising budget on Singles’ Day (11 November), for example, shoppers will be looking forward to the next big sales events like Black Friday (25 November) and Cyber Monday (28 November) – and so should you! This is where effectively segmented emails and re-engagement campaigns across your media channels can really work to further drive traction in-market.
If you want to get the most out of the many mega-sale days coming up in Q4 2022, contact us today on (02) 8593 3290 or email Hello@Agnes.media – we will help you design, deploy and measure the most effective campaign possible.