Playbook

Giant New 2020 Models
Promotion July 2019

GSN Program

Table of Contents

Introduction

This playbook is designed to support the Giant ‘New 2020 Models’ promotion, providing information around promotional assets and messaging.

Important information:
  • The promotion starts on Monday 1/7/19 and runs through until Wednesday 31/7/19
  • Stores may start to promote the activity whenever they like – there is no stipulated embargo on when or how stores may share the promotion.
  • There are no set specials for this promotion and each store is free to decide whether to participate.
  • The promotion can apply ONLY to Giant & Liv bicycles and products.
  • Giant Australia will support the campaign through national marketing activity (see below) and by providing a limited number of store assets to stores and/or agents.
  • Note: You may NOT alter or otherwise change the provided assets in any way.
  • By taking part in the promotion, you agree to the above.

1

Promotion
Promotion details

This promotion is designed around a simple message, highlighting that new-season 2020 models are rolling into stores. This means you can tweak the offering to suit your objectives for the promotion. All assets are deliberately generic, so you can use them to promote whichever bikes and/or messages you think will best suit your store/market.

In order to get the most out of this promotion, we recommend you plan your activity and approach. Booking in any digital ads, having your new bikes on your website (on your 2020 bike page if you are using the GA template) and making sure your staff, ambassadors and influencers know about the promotion in advance (and are familiar with 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: ‘New 2020 Models’
Secondary: ‘Available now’
Call to action: ‘See the range’ (with a link to your 2020 bike page)
Tertiary: <Giant/Liv logos>

Promotional overview: ‘Get inspired for new adventures with the early release range of 2020 Giant & Liv bikes. You’ll find bold new colours plus the latest gear onboard, making the 2020 range our most exciting yet.’

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 heavily promoting the activation nationally across social media and radio – starting on June 24th. In addition, GA will be featuring the promotion on giant-bicycles.com.

A comprehensive promotional asset package can be found in Brandfolder. This package covers everything from window signage to Instagram tiles.

Printed assets will be provided directly by Giant Australia. However, if you require additional printed assets it is recommended that you follow these directions to produce them locally.

All the promotional messaging you need can be found either 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.

Promoting your store

Once you are comfortable with the above messaging, we recommend you use the provided asset pack as follows (on the morning that you wish to start the promotion):

  • Ensure all your stocked 2020 bikes are featured on your website, on a dedicated page.
    • Note: This process should happen automatically for stores using the GA template (i.e. as GA adds a bike to the Australian website, you should see it on your site as well). Please note that GA may take some time to add all models.
    • Note: For stores using the GA web template, your unique 2020 model bike page can be located by adding /bikes#collection=2020 after your store URL (for example: http://www.giantbrisbane.com.au/au/bikes#collection=2020) 
  • Organise to have provided window sticker(s) installed, either by a professional installer (to be organised and paid for by the store), or by store staff. Here are some handy instructions on how to install the window decals/stickers yourself.
  • Place provided strut cards strategically around your store (including your counter).
  • Place the provided swing tags (with prices marked using a black sharpie/texta) on new 2020 bikes. These swing tags should replace all other literature/cards on bikes. Use elastic bands or similar to affix the cards neatly to the bikes. All bikes should be uniformly displayed to customers.
  • Place the provided 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 your 2020 bike page (see above). 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 EDM assets to send one or more EDMs to your database (if you are a GS store on the GSN EDM program, this will be managed for you).
  • Post to your social media channels (more details below).
Social media posting

During the promotional window, we recommend you post regularly to Instagram and Facebook, using the multiple tiles provided. The focus should be on reaching the broadest possible online audience, and then driving that audience to your website.

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). Encourage your followers to share the tiles with any friends who are looking for a new bike or gear.

Some more tips for posting:

  • Make sure you include a link to your 2020 models page (by adding /bikes#collection=2020 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
  • 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 be provided directly by Giant Australia,

However, if you require additional printed assets it is recommended that you follow these directions to produce them locally. If you do not have a preferred printer, Kwik Kopy can provide most of the above products, and has locations all around Australia.

In addition, here are some handy instructions on how to install any provided window decals/stickers yourself.

Terms & conditions

There are no supplied terms & conditions for this promotion.

Each store may add terms and/or conditions if or as they see fit. If you DO add T&Cs (for example, surrounding lay-bys) to your communications, then you must print off a complete T&Cs and keep a copy available for any customer who requests to see them.

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].

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/

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.

— See all FAQs

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