Planning for important events or selecting ideal dates for one is no easy task: you have to comb through different websites looking for holidays, celebration months, etc., to choose those that best match your business and clientele… It’s all very time-consuming! To help you out, we present the elements to consider during your event search.
The stakes of a well-planned ad
If you tend to place last-minute ads for certain events, you’ve likely noticed that your customers aren’t as eager to buy as you would like.
Anticipating an event like Black Friday sparks people’s enthusiasm. We’re sure that you, too, start researching items like household appliances, for example, in your favourite store months in advance, to be ready for when prices drop on Black Friday. Guilty as charged?
These stores usually plan this type of promotion months ahead of time!
So why don’t you?
Think about the offer
It’s important to clearly define the promotion or event. This will provide answers to questions such as “Which stores does this apply to?”, that can easily be answered through an event FAQ (FAQ can be saved and used again for future promotions).
- What products or services will be featured?
- What’s the price?
- What’s your target?
Define your advertising campaign
Once you’ve defined the offer, all you’ll have left to do is decide how to advertise it.
Be sure to select the best publishers for your needs, research locations and formats, and check which dates speak to you (a marketing event calendar is provided at the end of this article).
The earlier you do this, the more choice you will have regarding parameters and options and therefore the higher your chances of success!
Prepare the ad’s content
As you can see in the article about creating your online ad campaigns, there are different formats and media you can use: a video, an image with several display formats, audio, a newsletter, social media, etc.
Each medium requires that you adapt both the text and format.
It’s important to craft your content for maximum punch!
If you haven’t already created your ads, know that when you use a self-serve Ad Center, you get access to a very easy-to-use tool directly on the platform that allows you to create ads quickly and easily. It’ll save you lots of time!
Promote it several weeks in advance
You may think that waiting until closer to the event will give your customers a pleasant surprise.
The problem is if your customers can’t plan for it, they might not be able to purchase or attend your event!
Try mentioning it a few weeks in advance: “Great news! We’re planning a VIP event for September 20th. Interested? Register now!”
- Launch your ad campaign!
Depending on your budget, you can do this from a few days to a few months before the event.
But don’t forget that consumers need to see your message several times for it to resonate and take action. So, launch your ad and don’t hesitate to experiment with different ideas such as images and messages.
To make sure you don’t miss any important events, we’ve included a calendar with the most relevant dates for Canada and the U.S.
You can download it in PDF format and keep it on hand or print it for easy reference year-round.