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James Green from 4Ps Marketing and Polly Ashman from Mark Warner discuss Strategic Planning for Seasonality at 4Ps EDGE on 6th March 2014
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4Ps MarketingStrategic Planning for Seasonality
Our People
James Green Digital Account Manager 4Ps Marketing
Polly Ashman Brand & Communications Manager Mark Warner
Identifying Opportunities & Trends
Plan & Refine
Brands are publishers
Localised Content
Understand the data
Key Takeaway’s
Identifying Opportunities & Trends
Which holidays and events are important?
Think as a business!
Identifying Opportunities & Trends
What are your competitors doing?
But nobody talks about us?
What is your audience looking for?
Identifying Opportunities & Trends
Identifying Opportunities & Trends
Website Content Press TripsBlogger Outreach PartnershipsSnow Centre Ski PlexProfeet (ski boots)Sales Staff Training
Identifying Opportunities & Trends
How not to do it! Gap Hijack Hurricane #Sandy
Plan & Refine
Scheduling increases and decreases
Refine for ACT’S OF GOD!
Brands Are Publishers
Time is money
Evergreen vs topical content
Brands Are Publishers
Brands Are Publishers
When: Paris Fashion Week Who: Ariel Sent fashion bloggers stained items of clothing
When: Christmas Who: Not on the High Street Secret Santa – 3 x £30 Vouchers to spend on fellow bloggers
Localised Content
Local influencer
Weather and localised purchasing behaviour
Localised advertising online/offline
Localised Content
Social media representatives
Understanding The Data
Real-time insight
A change in behaviour
Key Takeaway’s
Create content that has meaning
Be diverse
Think as a business not as a channel
Localise your strategy
Proactive and reactive data
Questions…