Workshops · Q3 2024 · English
5) Flash Campaign Framework (5 phases)
SUMMER SALES WORKSHOP 2024
Flash Campaign Framework (5 phases)
Before Meta, this is a FC, so we will follow a specific structure:
- I need to warm people up and get them ready for when I drop the sale...
- Then I need to know how to go live with the sale, what to do first to let everyone know
- But as it's a time-limited sale, I should use urgency and maximize sales this way...
- Although I could give my loyal customers 48 extra hours
- But most importantly... How do I protect my brand perception after so much discount and pushing?
HYPE
LAUNCH
URGENCY
EXTENSION
BRANDING
1) HYPE / WARM UP (2-7d)
USERS = FRIED of impressions
Can’t retain
== Hype is preparation. Anticipation.
If they just see the launch, it takes them 3-5 impressions to buy.
So to avoid that, hype phase.
INITIAL PEAK OF REVENUE.
Sources:
- IG
EXAMPLES
- “Summer Sales ⏰ Coming Soon!”
CTA → Prepare your shopping cart - “Summer Sales 🔥 Starting in 24 hours!”
CTA → Prepare your shopping cart
ADS
- Native Leadgen: VIP list
Early Access, 24h before public.
Add formula to calculate max CPL you’re able to pay assuming: email open rate, email CTR, email CVR. - Reach Campaign: re-activate retargeting audiences
Ads → image, show product, say “Summer Sales Coming Soon”
Reach 30,000 people for 3€ CPM (90€)
- Story → Countdown sticker
Summer Sales starting in…
COUNTDOWN
- Story → Question BOX
Questions about our Summer Sales
- How long
- How many days
- Stock
- Shipping time
- eiii I’m ready!!
- Waiting for this 2 months
Another
Old client of mine:
2) LAUNCH
Initial peak of revenue.
Launch day
- Do it on the top performing day of the week (WAVE)
EXAMPLES
- “Summer Sales 😍 LIVE”
- After 24h
“Summer Sales | Discover the top sellers” - Re-Email people who don’t open any of the two emails
ORGANIC
- Pinned post - If necessary put engagement
- Stories:
Put the finalized countdown
Keep on informing about dates, stock, shipping, …
Push product stories with links (like a carousel)
ADS (during 2 days)
- Increased EAR
Because of many events being fired on the pixel - Keep Evergreen (winners), but decrease a bit
- We’ll see campaign structure in a bit, but
- ABO testing
No crazy budget to start, just pure testing. Maximum priority in finding winner ads. - Launch advantage+ for a quick start (4-5 ads, the ones you think will perform great)
- Big focus on retargeting
Start with an aggressive budget
For example, 200€ per day in RET and 80€ per day in PRO, 48h.
________________________________________________________________
There’s a phase in between launch and urgency.
“Evergreen media buying”
To succeed during this phase it’s important to do the proper ABO testing at the beginning.
And then scale the winning ads.
As this is a long campaign, you have a lot of time to scale.
And you also have weekly wave surfing.
- Push budget in the top day of the week
- Coordinate with organic and email
3) URGENCY
The last push.
Maximum 1 week, minimum 2 days.
Usually the biggest revenue peak.
Summer Sales communication:
- First 3 weeks → “For a limited time”
- Last week → “Last days”
- Last 3 days → “Last hours”
Where to apply urgency
- ADS
- CRO web
- INSTAGRAM STORIES
ADS
- Ad copy
- On top of the image or video
CRO Web
- Header
Up to 40% off ☀️ Summer Sales end in 23h:42m:11s
Summer Sales are ON! ☀️ Shop now up to 40% off - Product page
- Cart Section
- Upsells (high demand moment)
- Make the upsells custom to the moment → summer sales, summer collection, limited units, …
EXTENSION
- Only Database (EMAIL)
Family…
Some of you asked for a bit more time.
We’ve decided to extend the summer sale (privately) to our customers.
BRANDING
Sources:
Almost nobody is doing this.
How do you offboard a Flash Campaign?
Especially, how do you do it after pushing big discounts, putting pressure on people with urgency, emails, social media, ... and having high frequency in your ads?
The brand image has to be protected somehow.
It cannot feel as if you’re a transactional brand and nothing else.