We sell a unique and interesting experience/product which makes for a great gift and gift certificates make up 16% of our sales. Last December that jumped to 54% of our sales as we sold more gift certificates for Christmas.
We're wanting to beat that performance this year so I thought I'd post our plan here and ask for your feedback and ideas. Any thoughts and ideas are very welcome in the comments.
1. PR - Men's Publications
- Get in touch with men's magazines and online publications, most of these will run gift guides in the lead up to Christmas and it would be great to be published in those.
- Offer them Shoes of Prey gift certificates to give away as part of a promotion.
Which men's publications do you read and you think we should contact? Please let me know in the comments. And if you have contacts you could introduce us to that would be fantastic.
2. Facebook page promotion
We're about to hit 28,000 fans on our Shoes of Prey Facebook page. I'd love to come up with a promotion that encourages those fans to spread the word about our gift certificates.
- Run a promotion to win a Christmas gift certificate and ask people to post a link to the design they'd order if they won? Any other more creative ideas?
- It doesn't encourage spreading the word but we could run a promotion where 1 in 10 people who buy a gift certificate for someone else win one for themselves. Not sure how that sits with the fact we don't discount, but I think that might not devalue the brand if messaged in the right way. Alternatively we could offer a free belt with every gift certificate purchase (we had some made up recently).
3. Facebook ads
We tried promoting our gift certificates for Valentine's Day via Facebook ads earlier this year but the campaign didn't work. Based on all the great suggestions in the comments from our previous blog post about this, some changes we'll make to a new campaign:
1. A better photo targeted to men. Perhaps an attractive female leg/foot with a brightly coloured shoe.
2. A version of our Facebook gift certificate page on our website. The advantage of this is we can then modify the headline in our ad rather than being stuck with 'Shoes of Prey' which men may not recognise, when we point to the gift certificate page on our Facebook page. The downside is that we lose the social element to the ad. An A/B test is required to see what works better here!
4. Google AdWords
I've optimised our Google AdWords account and added in some more gift certificate related keywords, and increased our bids on gift certificate related terms.
5. Gift certificate panel on home page
The panels on our home page allow us to swap different images in and out and about 50% of the time we have a gift certificate promotional panel up. We'll keep that up 100% of time between now and Christmas.
6. Mention gift certificates in all PR between now and Christmas
We get a good amount of PR and do quite a few interviews with business and fashion publications. We should mention the fact we do gift certificates in those interviews to spark the idea of buying one with potential customers.
7. A/B test our gift certificate page
Our current gift certificate page is very basic, it doesn't promote the gift certificates and explain why it's a great idea to buy one. We should create a second page and A/B test it.
Any thoughts on the above plan? Anything else you think we should do?