We've given you several action plans for producing content for the holiday season, but so far we haven't told you how and when to use it. That information starts now.
If we asked you who procrastinates more--a husband or his wife--what would you say? Do we need to find statistics that state 99.999% of men procrastinate more than their counterparts? We don't really have that kind of measured data other than looking at our own family and friends. But it sure seems like all the women we know can plan way in advance for all parts of life, including printing out directions.
All joking aside, let's apply this idea to our marketing strategy: "Women shop early and men procrastinate."
Starting early in November you need to restructure your website's home page with large photos of jewelry and watches "for him." The captions should be something catchy that indicates a purchase by "her" for "him."
Perhaps you could use this caption on a watch: "There'll be no excuse for him being late next time."
Current trends indicate men are starting to dress up more for work, and they're accessorizing with Stainless Steel. This is another way to showcase on your home page in early November and call attention to that trend.
Of course these home page ads need to direct the ladies into the men's area of your online catalog. However, don't forget about their own desire receive jewelry as a gift, or their other family and friends who may also be women.
On your home page you also need to have two other ads:
1. Jewelry for her to add to a wish list.
2. Lower ticket jewelry that Mom can buy for a younger daughter or son to give to Dad.
The psychology we're trying to tap into is this:
* She will shop early, so make it easy for her to find high ticket gifts for him.
* She may also need to find low ticket gifts for her daughter or son to give to him.
* She longs to receive jewelry as a gift, so make it easy for her to set up a wish list that she can then email to him.
Tomorrow we'll turn this strategy upside down with slight variations.
DISCLAIMER: The above information is based on statistical data and attempted consumer psychological reasoning. Please review your own data for your site if you have it. Do not make any financial judgments based off this information; it's only meant to help you strategize your advertising efforts. Hindsight is always 20/20 and what we see from previous years does not mean the same thing will happen in 2010... Google TFYQA and have a great day.
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