2) Mapping out your campaign

SUMMER SALES WORKSHOP 2024

2) Mapping out your campaign

• Dates and length
• Demand waves (where’s your money)

Dates and length:

A few options:

• Fashion / Fashion accessories, brand
  Start at the end of june.
  Run it for 1 month max.
  
  Why?
  1) Because you have to follow what the big players are doing.
  2) Because people want to buy your discounted summer products to use them during the summer !!
  3) And because as a brand, you cannot do a 60-day sale, it’s ugly, it’s off-brand, it’s too much
  
• A brand in any other niche
  You can start later (for example, July 1st) but I would still do it for a maximum of 30 days.
  I would not recommend that you start in August.
  
  
  
  

Demand Waves (patterns of revenue in specific moments)

Issues if you don't find your demand waves (in terms of summer sales):

• When do you start?
• What day of the week do you launch the campaign?
• What day of the week do you close with a countdown?
• At what time do you send the mails?
• At what times do you want to increase your budget on Meta?
• (...)

How to find your demand waves patterns in Shopify

SHOPIFY → Analytics → Reports → Sales over time →

EJEMPLO DE OLA ANUAL (mejores meses del año)

• Pico antes de verano
• Pico en Black Friday

Monthly Wave Example (salary)

• Peak at the start of each month (salary)

IMPORTANT !!

Many companies have 14 salaries, so you get paid double at june-july and December (depends on the country).

IT: in the payment of june (june 27th to july 10th)
FR: Just December. (Salary = 1st week of the month)

Figure out when this double salary will happen in your country. This means during 2 weeks, there’s an extra amount of money in the market available for spending.

Weekly Wave Example (top day of the week)

EXAMPLE OF DAILY WAVE (best times of the day)

• 4-10pm

Knowing:

• In summer I sell a lot
• The salary affects my sales (2x pay)
• Sunday is the top day
• My best hours are from 4pm to 10pm

Now I can now answer the questions from before:

• When do you start? What day of the week do you launch the campaign?
• What day of the week do you close the campaign with a countdown?
• At what time do you send the mails?
• When is the best time to push the budget in Meta?

Exercises from this block

• Dates: Determine the duration of your campaign and determine the start date, as appropriate.

• Demand waves: Find your monthly, weekly and daily waves, and use this knowledge to plan your campaign.

________________________________________________________

RIVIERA

• Top day: Monday, Tuesday, Wednesday
  Saturday = shit
• Top hour window:
  Before work = 7am-9am
  Biggest peak = 1pm-5pm
  Little peak = 7pm-11pm
• First week of the month is great

COSMETICS

• Top day: Flat
• Top hour window: 7pm-11pm
  

BED COMPANY (more visibility when they scale)

• Top day: Thursday (MID WEEK)
  Tuesday, Wednesday, Thursday
  Weekend = shit
• Top hour window:
  3pm-10pm

OSCAR JEWELRY

• TOP DAY: Saturday and Sunday
• TOP HOUR: 4pm-11pm
• Bank holiday tend to peak (more in-platform time)