Guides > Giant 2020 Footwear Sale Playbook
This playbook is designed to support the Giant 2020 footwear sale promotion, providing information around promotional assets and messaging.
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This promotion is designed to push awareness and sales of Giant (and Liv) footwear lines in both new and existing markets. It is a simple promotion, designed around a blanket discount available online (Click & Collect using a code) and in participating retailers (who choose to opt in).
Giant Australia will be promoting the campaign across digital platforms, with a view to driving leads both online and to stores. All GS stores are encouraged to both participate in the promotion AND actively promote it to drive store footwear/P&A sales. Stores can also run the campaign for as long as they like (well past the end of the national campaign).
In order to get the most out of this promotion, we recommend you plan your activity and approach. Booking in any digital ads, adding the footwear specials to your /sale page and making 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.
Primary messaging: 20% off all footwear
Secondary messaging: Use code GIANTSHOES20/LIVSHOES20 (click & collect only) *
Tertiary messaging: * Terms & Conditions apply.
Call to action: Shop now
Promotional overview: Looking to up your footwear game? Save 20% off the latest range of Giant and Liv performance footwear for a limited time only. Online and in-store.
Social media tags: #ridegiant (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.
Giant Australia will be promoting the activation nationally across social media and digital networks over the 2 weeks promotional period. These activities will be supported by a modest advertising spend, as well as being featured on giant-bicycles.com.
Content-wise, a series of social tiles and display ads have been created, as well as a dedicated promotional page, which is the centre point of the national promotion.
Additionally, a comprehensive promotion asset package is available here, covering everything from window signage to Instagram tiles. Printed assets will not be provided by Giant Australia for this promotion. Instead you will need to organise any printed assets you want produced locally by following the directions here.
We recommend you use the provided asset pack as follows (once the embargo is lifted and the promotion commences):
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.
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:
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 your website/store.
This doesn’t need to be exclusively 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:
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Printed assets will not be provided by Giant Australia for this promotion.
Instead you will need to organise any printed assets you want produced locally by 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.
These Terms & Conditions apply to the Giant Bicycles 2020 Footwear Sale promotion (the “Promotion”):
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].
References
1. ExactTarget http://exacttarget.com/blog/91-of-consumers-use-email-at-least-daily/
2. Monetate https://theamericangenius.com/business-marketing/why-you-shouldnt-underestimate-the-value-of-email-marketing/
3. Radicati http://www.radicati.com/wp/wp-content/uploads/2013/04/Email-Statistics-Report-2013-2017-Executive-Summary.pdf
4. Campaign Monitor https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/
5. Adobe https://www.statista.com/statistics/750858/us-consumers-preferences-brand-contact/
Who manages this program?
Do I have to take part every month?
What do I need to get started?
Extra question?
Why do I need to choose 2x items for each month?
Can I feature my own content?
What if I need a little help?
We are here to help you every step of the way, so you can get the most out of the program without cutting into your valuable time. You can contact The Department by emailing [email protected], or by calling 1300 79 49 90.
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