Playbook

Giant Footwear Sale Promotion February 2020

GSN Program

Introduction

This playbook is designed to support the Giant 2020 footwear sale promotion, providing information around promotional assets and messaging.

Important information:
  • The promotion is focussed on promoting the Giant/Liv footwear range to new markets and driving sales through an attractive discount offer (see more details below)
  • The promotion is scheduled to start on Friday 31/1/20 and runs for 2 weeks until Friday February 14 (as a national promotion).
  • Stores may only start to promote the promotion from 9am Friday 31/1/20 – 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.
  • Stores may run the promotion for as long as they like (past when the national campaign finishes).
  • This promotion is built around a set special – 20% off all Giant and Liv footwear. 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.
  • The promotional messaging only applies to Giant & Liv footwear.
  • Giant Australia will support the 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.

1

Promotion
Promotion details

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.

Promotional messaging

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.

Promotional activity

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.

Store promotion checklist

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

  • Ensure all your footwear models are added/featured on your website (with reduced prices shown), on your dedicated sale page (under the gear tab).
    • Note: This process is straightforward for stores using the GA template (get in touch if you need any support on how to do this).
    • Note: For stores using the GA web template, your unique slae page can be located by adding /sale after your store URL (for example: http://www.giantbrisbane.com.au/au/sale)
  • Organise to have any printed window sticker(s) installed, either by a professional installer (to be organised and paid for by the store), or by store staff. You can find instructions on how to install any provided 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 size for placing directly on footwear boxes or displayed models. 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 GA template) using the assets provided. Make sure any such panels link to the promotional page, or your footwear or sale page (by adding /footwear or /sale after your website URL. 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). For this promotion there are also animated FB headers and ad tiles to provide more visual ‘pop’ to your page.
  • Use the EDM assets to send one or more EDMs to your database (if you are a GS store on the GS EDM program, there will be additional assets/options available)
  • 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 footwear 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?
  • Take the time to add your footwear specials to your /sale page (gear tab), showing the 20% off price to entice customers to buy.
  • If you have an iPad, place it on the store counter locked to the promotional page, or your footwear or sale page (by adding /footwear or /sale after your website URL, if using the GA web template), for curious customers to engage with.
  • Consider using the promotion to drive awareness of other services you offer – for example bike fit/staff expertise (getting the right fit out of your footwear, cleat fitting, etc.).
  • 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.
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 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:

  • Make sure you include a link to the promotional page, or your footwear or sale page (by adding /footwear or /sale after your website URL, if using the GA web template), 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.

2

Additional details
Print instructions

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.

Terms & conditions

These Terms & Conditions apply to the Giant Bicycles 2020 Footwear Sale promotion (the “Promotion”):

  1. The Promoter is GIANT BICYCLE CO. PTY. LTD (A.B.N. 35 006 904 730), Unit 7, 3-5 Gilda Ct, Mulgrave VIC 3170
  2. The Promotion commences at 12.00am (AEST) on 31st January 2020 (the “Start Date”) and closes at 11.59pm (AEDT) on 14th February 2020 (the “End Date”). Discounts will only be valid during this time (the “Promotional Period”).
  3. The Promotion offer is a 20% discount on all eligible full-price footwear items purchased online, using the discount code GIANTSHOES20 or LIVSHOES20, or in-store at a participating retailer. This offer cannot be used in conjunction with any other discount or promotion or be applied retrospectively.
  4. Eligible items include all Giant and Liv-branded footwear.
  5. Promotion discounts only apply to online sales placed through www.giant-bicycles.com/au, through www.liv-cycling.com/au or in-store at participating retailers.
  6. Website pricing during the Promotion does not reflect the discounted price. Any discounts will be applied online at checkout (by entering the discount code).
  7. You must use the Promotion discount code GIANTSHOES20 or LIVSHOES20 at checkout in order to receive a 20% discount on eligible items when purchasing online. You must enter the code when prompted in checkout, prior to placing your online order. If you proceed to complete your sale without entering the discount code, Giant Bicycles will not refund you the discount.
  8. Any sale items reduced prior to the Promotion commencing will not receive any further discounting.
  9. There is no purchase limit during the Promotion. Items available only while stocks last. Items will be allocated on a first-come-first-served basis. No rain checks.
  10. The Promotion offer and associated discounts are not exchangeable for cash and are non-transferable. Returned items will be refunded at the discounted price paid. This does not affect your statutory rights.
  11. Giant Bicycles reserves the right to cancel or amend this offer at any time and to amend these Terms & Conditions.
  12. By purchasing products from www.giant-bicycles.com/au or www.liv-cycling.com/au during the Promotional Period, the individual is indicating his/her agreement to be bound by these Terms & Conditions.
  13. Giant Bicycles’ regular terms of trade are set out on https://www.giant-bicycles.com/au/termsconditions and apply to all online orders.

Thank you for participating in this promotion.

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].

Frequently Asked Questions

Who manages this program?

The GSN Email Marketing Program is managed by The Department, in partnership with Giant Australia. While you will deal directly with The Department to deliver the program for your store, Giant Australia receives regular reports and updates.

Do I have to take part every month?

No. You can opt in and out of the program on a month-by-month basis to suit your schedule or workload.

What do I need to get started?

Once we receive your initial submission (using the form above), we will get in touch to organise everything we need to get you started. This usually revolves around 2 things – a Mailchimp account and an existing subscriber list. We can help you setup a Mailchimp account if you don’t have one, and organise to import any existing subscriber data you have. Once this is all up and running, we can start sending campaigns to your list.

Extra question?

Extra answer – use the duplicate + navigator to add additional QA pairs and then re-order as necessary.

Why do I need to choose 2x items for each month?

Each EDM campaign is broken down into two parts – a major and a minor content piece. The major piece is the focus of the EDM and might feature a new product release, product showcase or a major promotion. The minor piece can thought of like a banner ad, a simpler piece of content that might feature a product special, job vacancy or upcoming local event.

Can I feature my own content?

Absolutely! While you will receive a monthly information pack with a range of content suggestions, you are always welcome to add your own content to the mix. You might like to feature an upcoming store promotion or sale, a local event, or anything else you would like to share with your subscriber list.

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.