The Ultimate Christmas Marketing Strategy for VODs

  • Reading time:8 mins read

2020 has been both the slowest and fastest year on record. So, you’ve probably only just realized that Christmas is around the corner.

It’s time for one final push to grow your audience and boost your sales before the year is out. But how are you going to do it?

Well…

We’ve got a plan!

Today, we’re going to outline a simple strategy to help you market your video business this Christmas. Let’s get into it…

Gift Cards: The Ideal Digital Gift To Promote This Year 

Gift cards are a sure-fire way to increase your sales this Christmas.

They’re one of the few gifts there’s always demand for. In fact Google Trends data shows demand for gift cards grows every year with a big spike coming each December:

gift card search google trends data

Studies from Research And Markets also show that:

  • 55% of people’s yearly “gifting” budget will be spent on gift cards.
  • 50% of consumers up to age 37 are interested in buying gift cards.
  • 47% of consumers between 18 and 23 prefer to receive gift cards.
  • 33% of people will spend more on a gift card than an actual gift.

Combine that with COVID-19’s impact on shopping habits – 77% of consumers are going to look for gifts online in 2020! – and you’ll see a great opportunity to grow your customer base!

Better still…

Gift cards are already tried-and-tested for video businesses. We’ve seen great success from our Uscreen customers who have offered them in the past.

Let’s look at how you can get started with them.

How To Setup Gift Cards In Uscreen

If you’re a Uscreen customer the Gift Card feature will already be active in your dashboard. You’ll find it under your marketing tools tab:

Using the Settings button you can assign the amounts of each gift card you want to offer, or create a “custom” gift card where your customers can add their own amount.

You can learn more about each of these steps in our Help Center articles here and here.

In the next section, we’re going to look at what types of gift cards customers want, and how you should price them.

The 5 Types Of Gift Cards You Should Offer

When choosing a gift card for video platforms customers are looking to purchase either a suggested or custom amount..

Suggested amounts typically cover the cost of one or multiple purchases on your website. If you run an SVOD business, that would be a subscription amount like a:

  • 1-month subscription.
  • 3-month subscription.
  • 12-month subscription.

You can see how Art for Kids Hub offer this on their website here:

Art for Kids suggested gift cards amount

These suggested amounts can really help potential customers to make decisions and pick an amount that’s suitable for their needs or budgets.

Custom amounts allow users to create a unique gift card where they can “load” it with a cost of their choosing:

Art for Kids custom gift card amount

This will probably appeal to customers who have a specific budget per person – like, say, $50 per grandchild – and want to put it all onto a gift card for something they like.

We recommend you create these 5 gift card options:

  1. 1-month subscription.
  2. 3-month subscription.
  3. 6-month subscription.
  4. 12-month subscription.
  5. Custom amount.

This will give your potential customers enough choice to find a gift card to suit them, but without so much choice as to create analysis paralysis.

You’re then going to create a promotional page for your Uscreen website that you can direct traffic to. Let me show you how!

How To Create A Promotional Page For Your Gift Cards

In the Marketing section of your Uscreen dashboard you’ll see a tab for Landing Pages:

Landing page Uscreen marketing tool

This is a page-builder feature that allows you to quickly and easily create sales and marketing pages for your Uscreen website.

We’re going to use it to create a promotional page for your gift card offer.

You can use one of our templates as a base and then utilize the block builder to customize the page to fit your branding.

You can include plenty of different elements like…

  • banners
  • CTAs
  • video trailers
  • testimonials
  • reviews
  • pricing info

…to create a powerful landing page that converts.

For your Christmas marketing strategy, we recommend creating a page that fits the tone and needs of people during the holidays. Dig into why your service is a great gift for their loved ones!

You can learn more about how to use the landing page builder here.

In the next section, we’re going to look at how you can create a marketing campaign to promote this landing page and boost your sales between now and Christmas.

How To Promote Your Christmas Gift Card Offer

We’re going to explore 3 marketing strategies:

  1. Email marketing
  2. Social media marketing
  3. Paid advertising

You can pick the strategies that will best suit your video business, or you can combine all 3 to create a supercharged marketing strategy.

Let’s get into them…

1. Promote Your Gift Cards To Your Email Subscribers

Your email subscribers are often the most likely to buy your gift cards. There will be a good split of potential and existing customers in there, all of which could benefit from your offer.

Consumers are starting their shopping early this year, so we recommend you start promoting this at the beginning of December. Here is a template for you to follow:

  1. 30th November: send an email announcing your gift cards and the start of your promotion
  2. 7th December: send a reminder email that you have gift cards on offer
  3. 14th December: send a reminder email that you have gift cards on offer
  4. 18th December: send a “one week until Christmas” email with a link to your offer
  5. 23rd December: send a “last chance” email to get the gift cards before they’re gone
  6. 25th December: send a “Merry Christmas” email to your subscribers

If you are starting your campaign after one of these dates has already passed, then take it down to one email a week until the final week where you’ll send 2.

We also recommend you add a link to your promotion at the end of any other email communication, like: PS: We have Christmas Gift Cards on sale now!

2. Promote Your Gift Cards On Social Media

If you have a social media following, you should definitely create some posts to promote your gift cards. You can do this on multiple platforms, or just where you have the most followers!

There are 2 ways to do this:

  1. Organic posts
  2. Boosted content

Let’s take a look at both…

Organic Posts

If you’re reading this before the beginning of December, we recommend you post one piece of organic content a week to promote your gift cards until December 10th.

This should be simple, engaging posts that build hype for your offer. You can play around with this and look at running…

  • polls
  • competitions
  • giveaways

…that will draw attention to your campaign and get people talking. Be sure to include a link back to your promotional page at the end of every post!

Between December 10th and 18th, you can increase the frequency to 2 to 3 posts per week. These posts should be more promotional and highlight why your gift cards are an ideal gift.

In the final week before Christmas, you should shift the focus to “last chance” posts to create urgency for the last wave of shoppers!

Boosted Posts

Create a simple post on your page that you can “boost” to your audience. This should be a straight-forward promotional update that directs people to your promotional page.

Run this boosted post right up until the end of your campaign.

3. Promote Your Gift Cards With Paid Advertising

If you have the budget to run paid ads, we recommend you look at running a retargeting campaign.

This is where you export customer data from your Uscreen dashboard, and upload it to Facebook, so you can run adverts specifically to your customers.

You can do this by going to the People section of your Uscreen dashboard, and clicking the Export button:

Export users' data Uscreen dashboard

This will give you a .CSV file with the information about any customers who have purchased a product or tried your service through a free trial.

You can then upload this information to Facebook to create an advertising campaign.

Check out  these 2 official Facebook help guides here and here to learn more.

Run this advert for the duration of the holiday period. You can learn more about paid promotions in our guide to paid advertising for your VOD business!

Wrapping This Up…

If you want to finish 2020 strongly, we highly recommend running a gift card marketing strategy to take advantage of seasonal shopping trends. There are always people looking for them!

If you have any questions on how to set up your new marketing strategy, we’d love to hear from you! Please contact your Customer Success representative for more info.

The Gift Card Marketing Strategy to Increase your VOD Sales
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The Gift Card Marketing Strategy to Increase Your VOD Sales Year-Round

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