4 Unexpected Ways to Deliver DTC Marketing Wins in 2020
2020 is well underway and it’s an exciting time to be a DTC brand. DTC market share is increasing every quarter and shows no signs of stopping, meaning the iron is hot to start a high performing digital marketing campaign that drives sales for your brand. If you’ve run digital campaigns in the past, however, you may be wondering how to expand your marketing and reach new customers. At FieldTest we think it’s important that our clients cast the widest net possible to reach new customers, and we’re always working on new options to help support that effort. With that in mind, here are 4 ways FieldTest wants to help you achieve marketing success in 2020.
Promote Seasonal Promotions / Have a Holiday Plan
One of the biggest mistakes we see clients making is not integrating seasonal and holiday creative opportunities into their year long media buying schedule (look out for our year long planning guide next week). Luckily, this is one of the easiest mistakes to fix! Holidays and seasonal opportunities come around every year and are a reliable way to boost campaign performance throughout your sales funnel. One thing we recommend is to begin to set up a marketing strategy as soon as possible to take full advantage of the upcoming seasonal tie-ins. Do you sell romantic gifts? Think of some fun Valentine’s Day promotions. Selling outdoor equipment? Spring is coming soon and people will be looking for reasons to get back outside! Want to promote your clothing line? Each seasonal shift presents a new opportunity to sell your clothing, from heavy winter sweaters to breezy summer shorts. With all of 2020 ahead of you, now is the perfect time to get started planning these promotions so you’re ready to execute a high-performing campaign when the time comes.
Mix Up Your Creative
Many of our clients continue advertising with us for months, even years, and one thing we’ve learned to look out for is opportunities to refresh their creatives. When an ad has been running for too long we typically see its performance begin to stagnate. While it’s not always the case that ads have a lifespan, it’s almost always a good idea to keep your creative as fresh as possible in order to keep your potential customers’ attention as rapt as possible. In 2020, try to mix in a few new creatives every month, using your data learnings as a guide. If your customers aren’t responding to a certain image anymore, switch it up and try a new angle or a new backdrop. If they seem to have had enough of your current headlines, go ahead and mix in a few new ideas and see how they perform. Your digital marketing campaigns should be anything but rigid, a flexible and ever-evolving approach is a great way to boost your performance in 2020.
Promote New Products
Not every client will be able to hold a new photoshoot on a whim, in fact many of our clients find that they are fairly limited in creative and will need to think of other strategies to mix things up. That’s perfectly fine, and we’re prepared to help any client who needs a little refresh with limited imagery. One strategy that we find works well is to focus on a variety of products you offer. Sure, your flagship product may be your favored choice but oftentimes you can get unexpected performance boosts out of mixing in some of your secondary products.
For example, many of our CBD clients will come to us with one oil or one edible that they want to promote exclusively while deprioritizing their other products. Sometimes this is because they have lower profit margins than the flagship, sometimes they’re simply just not selling as well as other products. It’s understandable that the prospect of promoting these products can make the client nervous, but this misses the point of digital advertising. Promoting your underperforming products with digital display ads is a great way to boost their sales, especially when mixed into a highly targeted campaign whose data is led by your top performers.
Even if you don’t end up linking to these products in the action phase, promoting a variety of products in the upper funnel is a great way to put new brand messages and imagery in front of your potential customers and draw them towards purchase. Give it a try in your 2020 ad buys!
Try New Ad Types
One of the biggest new opportunities to take advantage of in 2020 is the bevy of video advertising options available to your brand. From preroll on sites like YouTube and twitter to video interstitial on CTV platforms like Hulu and Crackle, video offers a whole new level of brand engagement in your upper funnel. On top of that, CTV apps now have full-featured audience targeting and data monitoring capabilities meaning you get all the brand awareness of a TV ad and all of the precision targeting and data learnings of programmatic. Taking advantage of this is a great way to make sure that your 2020 is one of the best years ever for your business and FieldTest is here to help guide you through all of it.