Embedded Files
Advent Social Media Marketing Activity 2017/18
May / June: Begin speaking with suppliers, especially with importers regarding advent packs and inclusion.
August: have all beers confirmed, landing/brewing dates and pricing
August: speak with 3PL supplier(s)
September: order cardboard packaging from Visy
September Launch
Turn Yotpo off & set Store Reviews to only go out in December e.g. 90 days
PRE-ORDER LAUNCH
- Set Beer Advent Calendar categories in Beer & Gifts to visible.
- Ensure that if advent calendar product name is updated that the URL remains as https://www.beercartel.com.au/beer-advent-calendar for SEO purposes
- Check pricing is correct
- Pre warn Bigcommerce to ensure there are no issues if large amount of traffic
14th September
Schedule a 6pm organic Facebook, Instagram, Twitter, LinkedIn, Google Plus post. Facebook ensure any image is OK for text overlay as this image will be used for paid Facebook ads. Also ensure no pricing is included in the image.
2017 Launch Post
Wording on product page:
NOTE: 2017 Beer Advent Calendars are now available for pre-order! As this is a pre-order item, please do not order other items/beers within the same order. If wanting to order other items please place a separate order.
NB. if people do place a pre-order with Advent calendars other items are automatically shipped out.
2017 Dispatch Dates: pre-order now for dispatch late October/early November.
Set the "low stock level" on the product to 50.
For 2017 we had launched with $104.99 but then changed to early bird price of $109.99 with value/RRP of $149.99 and a $5 Just Uno pop up discount code (XMAS17)
On website have value line state "Awesome value with over $150 worth of beer included.
14th September: create a Facebook custom audience for all those that in the last 365 days visited a Beer Cartel Advent Calendar page (product page or blog post) and target them with the Pre-Order Facebook post that was posted above.
14th September: advise the online chat team that the Pre-Order for Advent Calendars has gone live and they may receive some questions for it. Provide them with the blog post link to the 25 Most Commonly Asked Questions About Our Beer Advent Calendar.
15th September: Upload home page banner image promoting Beer Advent Calendar
Use image "Beer Advent Website Banner 1 (2)" and add text when uploading as follows
Headline: Beer Advent Calendars
Description: Christmas Countdown Beer Box
Call to action button text: "PRE-ORDER YOURS TODAY
The above 2 activities sold approximately 150 advent calendars
16th September: start including Advent Calendar ordering DL flyer with all online orders
17th September: Launch Google Adwords campaign
- Send early birds pre-order email to database
- Turn on Facebook campaign
21st September (for 2017 this was a Thursday at 11AM)
- Mail out to email database with pre-order communication for Advent Calendars (EDM is just dedicated to Advent Calendar message).
28th September
Secondary mail out, which includes a banner image for Advent Calendar Pre-orders
October Beer Club Pack Booklets
include as story article in the front of the booklet.
Online Orders (Sept / Oct / Nov)
DL flyer insert with info on Beer Advent Calendar
9th-20th October: have all beers and cardboard boxes delivered to 3PL supplier
11th October: increase pricing to $114.99 with $5 discount pop up code.
23rd October: Chatbot broadcast
23rd to 27th October: 3PL supplier to kit and assemble advent packs
30th October to 3rd November: dispatch advent calendar pre-orders and orders
1st November: November Beer Club Booklets DL flyer with info on Beer Advent Calendar
3rd November LinkedIn Article post
November 3rd 2017 In store pick up orders were set to "Awaiting Pick Up"
November 3rd 2017 change the homepage banner text from "PRE-ORDER YOURS TODAY" to "ORDER YOURS TODAY"
4th November to 7th December (or til stocks run out): dispatch incoming Advent Calendar orders
8th November Reminder Email to database - Justuno turned off while targeting already engaged database
October 27th to November 2nd 2017 Pre-orders were dispatched.
November 3rd (once all pre-orders dispatch) - change the leading image on the product page to no longer have the "Pre-Order" circle on it. Also change the text at the top of the description to say:
"2017 Beer Advent Calendars: Available for immediate dispatch. You can also purchase these in our Artarmon store in Sydney (9/87 Reserve Road Artarmon)"
9th or 10th November: Booze Bud increased their pricing from $99.99 to $109.99 and since about 5th of November have had a notice stating "Hurry, almost sold-out!"
November 10th Changed pricing to $119.99 (up from $114.99). Just Uno discount set to off as newsletter email sent out to database so no point giving them additional discount.
November 20th Change the low stock level to be more than the remaining level of available units, this then shows the product as being "Low Stock" when it is down the the last few hundred Advent Calendars left.
In the "Other Details" tab > "Availability" field write in "Hurry, almost sold out!" or Hurry, will sell out soon!
November 21st Change the price to $124.99 (up from $119.99)
Once sold Remove home page banner image promoting Beer Advent Calendar
Change review emails to 30 days
Just Uno $5 off Pop Up
Justuno pop up just on Advent product page offering $5 off for limited time for Advent calendar orders.
Turned on 16-26 September 2017
Turned off 27 Sept - 10 Oct 2017
Turned on 11th Oct 2017
Blog Posts To Write
Best Alcohol Advent Calendars of [YEAR]
[YEAR] Beer Advent Calendar
Launch of pre-orders (IFTT via FB/Instagram re-post)
Advents Shipping Out (IFTT via FB/Instragram re-post)
[PREVIOUS YEAR] Beer Advent Calendar Beer List
[YEAR] Beer Cartel Advent Calendar Now Available In Store (Sydney)
Facebook Live Videos To Do
Pre-order launch (mid September)
Advent Calendar Update (26th October 2017, just as the first lot of pre-orders are being shipped out).
Now Available In Store (just after all pore-orders have shipped and floor stack has been created)
How to enjoy your beer advent - fridge or non fridge stored.
Pre-Recorded Videos To Do
Daily beer reveal and 2 minute brewery/beer info and review.
Start of December turn Yotpo Reviews on,
End of December turn Store Reviews to 20 days
Future Advent Sales & Marketing
Offline sales at markets - use square & get customers email and phone number - then email through Google From to fill out and Zap this into Neto.
Red Balloon
eBay sales
Affiliates
Influencers
https://heyinfluencers.com/
https://www.tribegroup.co/influencers
http://www.traackr.com/
Instagram Influencers
Google Shopping
Flyers
Mums Groups - North Shore Mums [email protected]
Prize Pig
Partnerships with Beer Festivals - stand at Australian Hotel + email to databases
Click Frenzy
Competition where people can win $150 of beer if they take a photo with their Advent Calendar before December 1st and share it on social media
YouTube video
Scoopon
Ryan Tragardh <[email protected]>
Daniel Janky <[email protected]>
Rebecca Moyers [email protected]
Happy Mag hhhhappy.com
Comps for mothers groups and mothers influencers + craft beer crew
Partner with lux group
Australia Post Shipster
She Shopped: https://www.facebook.com/pg/SheShopped/about/?ref=page_internal
Acorns - Madison Lucas/Jessica Rainer
Consider comms about getting friend to buy one as well so can share the experience (if you have a pack each)
Create blog that then has link to separate blog post for each day - on the morning of that day switch on the blog.
Consider asking the sender if they would like to receive an email each day with tasting notes on the beer - if it was given as a gift ask them to send invitation to recipient.
Create a video which recaps the best Instagram shots from the previous years advent calendar. Finish with what will 2018 hold? Get yours today.
Create Facebook explainer ad with could this be the most perfect Christmas present for clients and staff?
Find out how we can help make your Christmas gifting a success.
Target marketing managers of male dominated industries
Try FB lead ads
Try with landing page
Get Name and email. Send personalised email and try Linking in.
Are there any businesses/people with a good list that could send an email on our behalf?
Advent Video Explainer
This is Beer Cartel’s Beer Advent Calendar
Advent Calendars are a great way to count the days til Christmas
You start by having number 1 on the 1st of December and continue on enjoying a different beer everyday to Christmas Day
The flaps keep the beers hidden so each day is a surprise
It’s the perfect gift or little reward for another busy year
Order yours today
Data from Google Analytics for 2017
Advent Referral Program Email:
Social Media Messages:
I just bought a Beer Advent Calendar from Beer Cartel. If you’re interested, check this out
Store URL set to: https://www.beercartel.com.au/beer-advent-calendar
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