Giant Xmas Promotion

December 2020 Playbook
FIND OUT MORE

Table of Contents

  • Table of Contents
This playbook is designed to support the Giant (Australia and NZ) 2020 Xmas promotion, providing information around promotional assets and messaging.
Important information:
  • The promotion is focussed on driving online & in-store traffic & sales over the Xmas lead-up period (see more details below)
  • The promotion is scheduled to start on Friday 4/12/20 and run until Thursday 24/12/20.
  • Stores may only start to promote the promotion from 4/12/20; all provided assets are under embargo until that time. Once the promotion commences however (i.e. the embargo lifts), there is no further restriction on when or how stores may share the promotion.
  • The national promotion is built around 3 distinct messages, which may be used by stores also. The first is a Xmas-branded ‘Great gift ideas’ promotion, highlighting some great Giant/Liv items and categories to customers to purchase either online (gear) on in-store. The second is a more generic ‘Season’s Greetings’ set of assets, for stores low on stock, or looking to opt-out of a sales promotion. Finally, you can access the global Liv ‘Ride Here, Ride Now‘ campaign, centred around a range of gift guides for female customers. All of these are explained in more detail below.
  • Each store is free to decide whether to participate or not – as well as how to best activate the promotion for or in their local market. Stores are welcome to connect to the national campaign (using the provided assets), or run their own promotion in-store.
  • Giant Australia will support the national campaign through national marketing activity (see below).
  • Note: You may NOT alter or otherwise change the provided assets in any way. By taking part in the promotion, you agree to abide by the above directions.
Assets pack for campaign

Promotion Details

This promotion is designed to drive online and in-store sales leading up to Xmas. It is a simple promotion, with up to 3 messaging options to choose from, depending on how you want to approach the period.
Giant Australia will be promoting the ‘Great Gift Ideas’ campaign across digital platforms, with a view to driving leads to the national online store, as well as participating retailers. This will include multiple national EDMs, social media placements, and more.
All GSN stores are encouraged to both participate in the promotion AND actively promote it to drive store sales (online, as well as in-store). If you are short on stock, you may wish to move to the ‘Season’s Greetings’ messaging, to thank your customers for a massive year.
In order to get the most out of this promotion, we recommend you plan your activity and approach. The most important decision is whether you want to echo the national campaign or run your own race.
On Brandfolder you will find all the web and social assets your need to roll-out the campaign on your digital channels. In addition, there are in-store assets you can print to display around your store (Giant Australia will assist with this – see below).
Please make sure your staff, ambassadors and influencers know about the promotion in advance (including this document) will ensure you get the maximum benefit from the opportunity.
To support the above goals, this promotion has been designed to have the broadest reach possible, which is detailed below.

Promotional messaging

Option 1 – Great Xmas Gift Ideas
Great gift ideas
The perfect cycling gift on any budget/In-store now
SHOP NOW

Promotional overview options:
We’ve got great deals on bikes and all your favourite gear, as well as a huge range of gift ideas, to help make this holiday season one to remember. Online and in-store now.
Looking for the perfect cycling gift to suit every budget? We’ve got you covered with great deals on bikes and all your favourite gear, as well as a huge range of gift ideas – online and in-store now.
Looking for the perfect cycling gift? We’ve got you covered with great deals on bikes and all your favourite gear. Plus our team of specialists are here to help you find the perfect ride. See you in-store.

Can’t find what you’re looking for? Let them carve their own path with a Giant store gift card. Available in-store now.
 
Option 2 – Season’s Greetings
Season’s Greetings
From our crew to yours
See you out on the bike
Promotional overview: On behalf of the team at Giant , we’d like to thank you for all your support this year, and wish you, and those dearest to you, a wonderful, safe and relaxing holiday period. See you out on the bike!
 
Option 3 – Liv Ride Here, Ride Now
Ride Here, Ride Now
Bike gift guides
SHOP NOW
Promotional overview: Give the gift of mind-clearing commutes, screen-free family time, long roads and flowy trails, fresh air and deep breaths. Check out our Holiday Gift Guides —and help make every day feel like a holiday. #LivTheSeason.
 
Social media tags: #ridegiant #livcommitted (no promotion-specific tags)
The above messaging is designed to give you a range of options to easily craft your promotional messaging for Instagram, Facebook, media, etc. without missing any information. It also lines up with the provided asset pack.!

Store promotion checklist

We recommend you use the provided asset pack as follows (once the embargo is lifted and the promotion commences):

  • Organise printing for any in-store assets (Giant Australia will assist with this).
  • Organise to have any printed window sticker(s) installed, either by a professional installer (Giant Australia will assist with this) or by store staff ASAP. You can find instructions on how to install any printed window decals/stickers yourself here.
  • Place any printed strut cards strategically around your store (including your counter). This might also include on top of any bulk ‘stacks’ of footwear you place around the store (especially near the entrance/in key locations that catch your customers’ eye line.
  • Place any printed swing tags (with prices marked using a black sharpie/texta) around your store. There are 2x sizes for this promotion – the normal swing tag size for placing on bikes (to highlight the promotion), as well as a smaller gear tag. The bike swing tags should replace all other literature/cards on bikes. Use elastic bands or similar to affix the bike cards neatly to the bikes – all bikes should be uniformly displayed to customers. The smaller swing tags should be affixed appropriately and discretely (using clear tape applied neatly or double-sided tape, etc.).
  • Place any printed posters inside existing display systems, or hang them around your store.
  • Setup a header or promotional panel on your website (if using the Giant global template) using the assets provided. Make sure any such panels link to the promotional page (Liv page here). Remember to remove any panels after the promotion is complete.
  • Change your Facebook header to one of the provided header images (remember to remove this once the promotion is complete).
  • Use the GSN EDM program to send one or more EDMs to your database.
  • Post to your social media channels (more details below).


All the promotional messaging you need can be found either in the sections above, in the provided promotional assets or on the Giant Australia website. Please use these resources when looking for text to use to promote the activation.

Getting the most out of the promotion

While we expect the national campaign to drive sales leads both online and to your store, there is still a lot your store can do directly to maximise the opportunity of the promotion and draw new customers (and sales) through your doors. Below are a few suggestions to help you get the most out of the promotion for your store:
  • Follow the above checklist; make sure you put up any collateral you choose to print, and merchandise your Giant/Liv P&A clearly and prominently to catch your customers’ eye. You might even like to create bulk ‘stacks’ of stock near your door, clearly signed.
  • Use the GSN EDM program to let your database know about the promotion and drive sales.
  • Use the provided asset tiles to promote the offer to your social channels. Perhaps allocate a small budget to promote your social posts to ’grow the pie’ and reach new customers you don’t usually talk to?
  • If you have an iPad, place it on the store counter locked to the promotional page (Liv page here) for curious customers to engage with.
  • Consider using the promotion to drive awareness of other services you offer – for example bike fit/staff expertise.
  • Make sure you adequately staff your store if you are running the promotion. The Xmas lead-up is usually very busy for stores who participate. 
  • Get your staff 100% on board. Make sure each and every member of your team is across this promotion and any offers you are running in parallel.
  • Make sure you are COVID-safe, and that you are compliant with any relevant state or national requirements (maximum customer numbers, social distancing requirements, etc.).

Print Instructions

Printed in-store assets will not be provided directly by Giant Australia for this promotion. Instead Giant Australia will work with each participating store to organise any printed assets you want produced locally (following the directions here). If you do not have a preferred printer, Kwik Kopy (http://www.kwikkopy.com.au/browse-centres) can provide most of the above products, and has locations all around Australia.
In addition, check out this link for instructions on how to install any window decals/stickers you print.

Social media posting

During the promotional window, we recommend you post regularly to Instagram and Facebook, using the tiles provided. The focus should be on reaching the broadest possible online audience, and then driving that audience to the promotional page  (Liv page here) or in-store.
You don’t need to post exclusively to your store channels. Instead, encourage local groups or channels to share your content (even as a Facebook or Instagram story).

Some more tips for posting:

  • Make sure you include a link to the promotional page (Liv page here) as a call to action in each post
  • Don’t neglect Facebook – perhaps even consider some low-cost ads to build your brand audience and broaden your promotional reach (as mentioned above).
  • Don’t put watermarks on your photos, don’t add white borders/crops and don’t apply unnatural looking filters.

Terms & Conditions

No formal Terms & Conditions have been prepared at a national level

Stores running a bespoke campaign may need to develop their own compliant terms & conditions. 

More information

If you need any additional questions answered, or a little extra help/support, please contact your local sales representative or Alistair at head office via [email protected].

© 2024 The Department. A not for profit social enterprise.