4) Communication and angles - Not just offer

SUMMER SALES WORKSHOP 2024

4) Communication and angles - Not just offer

Step 1: Offer

Step 2: Reason for Purchase

Step 3: Message, Angle

Step 1: Offer

20% at this point doesn't have much effect.

Many brands have 30% on evergreen.

Up to 40% off

Then according to margin you have products at 10%, 20%, 30%, 40%, ...

• BF 2023 → it’s winter, we put at 40% the summer sandals, and at 0% the top selling winter boots → people bought the most expensive thing. Discounts help CTR.

Or by amount:

1 unit 10% off

2 units 20% off

3 units 30% off

4 units 40% discount

30% DTO + Gift (or digital product)

• Skincare

Step 2: Reason to Buy

• Will this 40% last for 2 months?
  Ah nevermind I will buy later
  
• If the campaign lasts for 1 month
  First 3 weeks → “For a limited time”
  Last week → “Last days”
  Last 3 days → “Last hours”
  
  On all platforms: header, ad copy, emails, organic, …

Step 3: Messaging, Angle

Simplified,

Take your winning angle and move it to Summer Sales.

• Evergreen → “Look incredible on any occasion. Shop now!”
• Summer Sales → “Look incredibly all Summer long. Up to 40% off ending soon!”

After that, you can test any new angle you want, but first go to the easy things.

_________________________________________________

Answer this questions with as many options as possible:

Why would someone buy my product during the summer?

Things we really care about:

• Make money
• Save money
• Be accepted in a group
• Receive love and have sex
• Increase our status
• Become more attractive

_________________________________________________

What if you can’t give a discount?

As we did with Tommaso last year,

Have a specific summer collection.

Limited Edition Summer Collection.

Emphasize that the products are amazing for summer and you have carefully selected them.

Market the collection with limited units.

• Riviera Learnings
• Specific landing, specific collection
• Evergreen best sellers ,, branded as summer perfumes
• If possible = Summer Shooting (beach, pool, summer places, …)
• Angle: Looking for the perfect Summer scent? Attractive during Summer nights? (perfect, ask yourself what do they want in the Summer?)
• 300 → 5k
• July 2024 → 700k-1M
• December 1M (push him to 1.5 jeje)

You can call it:

• Summer Collection
• Summer Capsule
• SS’24 Capsule

So:

1. Limited Edition Summer Collection
   
2. XYZ free with every purchase (physical or digital)
   Spanish group alex
   Increase CVR during low-purchasing time
   https://static1.squarespace.com/static/65a6e88765609c02795e5360/t/65bbcf59f5ee92014e201abf/1706807137740/2023_StyleRich_TrendGuide.pdf
   
3. Summer Bundle
   1 product = no discount
   Bundle of 3 products = 20%

Oscar Structure

• Small specific collections (1x month +-)
  (1 earring and 2 rings)
  Hype phase = 10 days, tease with emails and ads, IG
• Landing page “New Collections” at the top you put the new products (“new” tag) and then right below you have 10 top selling products
• Branding: New Summer Collection
• Urgency/Scarcity: Limited Pieces
• Goal is to sell out in 1 week
• Stay out of stock in 2 weeks (but keep scaling)
• Then re-launch, stays evergreen
  (In the product page you have to indicate that it was sold out in 5 days, limited units)

BLOCK EXERCISE

Put together the 3 points and create the campaign message.

1. OFFER
2. Reason to buy (urgency)
3. ANGLE

In “day 2” we will see ad copy and ad creatives in detail.