Description

This action-packed episode is brought to you by the performance marketing experts at Voy Media.

https://voymedia.com/

Intro: Welcome to the podcast. Today we are talking about holiday promotion ad creatives. We are entering the holiday season, which is very different from the rest of the year, in terms of the mindset of the buyer. This episode will help you make better ad creatives to make the most of the holiday season, plus ANY one-time promotion or sale.

E: 1) Unique Selling Proposition:

• The holiday season is the advertising Super Bowl. People will be bombarded with ads, and will be hyper-aware of the competition and different options.
  
• If you don’t
  
• Identify Motivations and Barriers
  
• Why Would Someone Purchase? Why Not?
  • Price, variety, unclear how it works.
    
• What Are Unique Benefits?
  • What problem does your product address
    
• Many brands we see just don’t mention their unique selling proposition. Go through your own feed, you’ll notice in a lot of ads you see, brands drop the ball on this a lot.
  
• This is a core trait of great ads year-round, not just in the holiday season.
  

K: 2) Seasonal Relevance

• During the holidays, people are shopping for OTHERS, not themselves. They need to give a gift for their wife, brother, and even PETS!
  
• If you straight up say “50% off, great gift for Dads” in your ad, this will resonate more than if you just said “50% off”.
  
• By saying who it’s a good gift for, you’re actually helping people figure out, “Oh, what should I get for so-and-so this year?”
  • You’re solving a problem of theirs.
    

E: 3) Clarity

• Don’t be fancy, just tell the offer from the start. Do not start with any fluff or build-up.
  
• This means, open your ad with “50% off everything”. NOT “Every year, millions and millions of people face this crazy problem…”
  
• Mention the PRODUCT early so they know what you are selling.
  
• Mention the BRAND early for brand association.
  
• We are seeing CLARITY win across dozens of accounts lately. This is not only for promotions, but year-round.
  

K: 4) Urgency

• It’s not enough to just show someone an offer and a cool ad.
  
• You MUST drive them to action.
  
• Use HEAVY scarcity appeals to get them to act.
  
• Shipping mentions, deadlines, etc.
  
• “24 hours left”
  
• “SALE ENDS AT MIDNIGHT DECEMBER 1”
  
• “BIGGEST SALE OF THE YEAR”
  
• Fear of Missing Out, FOMO, is huge here
  

E: 5) Technical Tips

• Lead with mobile first. Square, vertical, and even the 9x16 Instagram Story design.
  
• Try a variety of formats.
  
• Always ask, “Would I click this ad?”, always put yourself in the customer’s shoes.