Whoever wrote It’s the Most Wonderful Time of the Year obviously didn’t work in marketing.
The late nights, quick turns and pressure to perform amplify even more right around now. And to those who procrastinate, we say don’t worry!
Most people won’t finish their shopping until sometime in December.
Here’s how to maximize your remaining peak earning weeks.
Focus On One Thing
Let’s be realistic: You won’t conquer the world in six weeks or less. That reality should comfort you because you don’t need pages and pages of strategy – what you need is clarity. That means homing in on your single biggest goal.
- If it’s sales, focus on abandoned cart emails or products with the highest margins
- If it’s sign-ups, focus on gift guides or other lead magnets
- If it’s brand awareness, you want reach and engagement
Trying to accomplish everything and the kitchen sink usually ends up accomplishing nothing it all. Remove the distractions and pour everything you have into what you want to achieve the most.
Don't Reinvent The Wheel
While you might be tempted to reach for the stars, it’ll be much easier to grab some low-hanging fruit.
Look at the existing marketing assets you used this year and see which performed best. It could be:
- Emails with open rates >20%
- Click-thru rates above your account’s average
- CPAs or CPLs lower than average
Rearrange, refine and voilà: new campaign assets that took an hour or two instead of a day or two. And if all else fails, you can copy your best-performing ads from last holiday season.
Quick Wins
Speed is the name of the game at this point. Use that to your advantage and focus on more immediate media:
- Paid social – Lean into User Generated Content (UGC). It’s faster and more realistic, anyway.
- Email – Consider 1.5X more sends per week during the peak shopping weeks
- Retargeting banners – Shorten attribution windows to seven days or even one day
- Paid search – Promote “Can’t Miss Prices” with a clear discount code in the ad
- Local search – Update your Google My Business and other platform profiles with store hours and inventory photos
While you’re at it, channel your urgency into your messaging: short and to the point but human, limited-time offers and countdowns.
Be Ready To Pivot
- Pause an ad if its CTR underperforms by 25-30% after two or three days
- Reallocate budget from ads with CPAs 50% above target
- Double down on the channel that’s delivering 60% of conversions
Follow Through
Believe it or not, your audience still exists after the holidays. Even if they don’t become an official customer, you can pursue them with a more formal strategy once the season rush ends.
And for those that did convert? Send them an email 14 days later asking them if what they bought was a hit.
Last-Minute Holiday Campaign Checklist
- Single goal identified
- Three assets to repurpose
- Two creatives designed (primary and retargeting)
- Emails scheduled
- Daily KPIs defined
- Budgets by channel allocated
- Post-holiday nurture prepared
You Can Do It
It may not be fun. You might even feel a little stressed. But with these tips and checklist, you can build a successful holiday campaign that converts sooner than you think.
Need a little extra help? Schedule a no-cost digital strategy session now.
If you’re a marketing professional or business owner, you probably know the phrase: “Meet your consumers where they are!”
But where are they? Increasingly, they’re streaming.
Whether it’s catching up on hit shows, watching live sports or scrolling through YouTube, people are consuming video content on-demand, across multiple devices and for longer periods than ever before. For marketers, that presents a golden opportunity.
Streaming video advertising, which you may know as over-the-top (OTT) advertising, is an essential tool for reaching today’s audience with precision, relevance and measurable impact. Here’s everything you need to know about why streaming video should be part of your marketing strategy:
1. Precise Targeting: Reach the Right Audience at the Right Time
An impressive feature of streaming video advertising is its advanced targeting capabilities. Unlike traditional TV ads that are broadcast to a broad audience with limited control over who sees them (AKA “waste”), streaming ads allow you to zero in on your ideal customer using:
- Demographic and behavioral data – Target based on age, gender, interests and viewing habits.
- Geographic targeting/Geo-fencing – Deliver ads at the national, regional or hyper-local level.
- Device-based targeting – Reach audiences on smart TVs, mobile phones, tablets or desktops.
- Retargeting capabilities – Serve ads to users who have already engaged with your brand elsewhere online.
This level of precision ensures your ad dollars are spent efficiently, reaching people who are most likely to convert into customers.
2. Real-Time Optimization and Measurable Results
Streaming video advertising isn’t just targeted it’s also highly measurable and adaptable. Unlike traditional TV ads, where results can be difficult to track, streaming video platforms provide detailed analytics that help you assess performance and optimize your campaigns in real time.
With streaming video, you can keep track of:
- View-through rates – How many viewers watch your ad to completion.
- Click-through rates – How many people act after seeing your ad.
- Conversion rates – How many viewers complete a desired action, such as visiting your website or making a purchase.
- A/B testing results – Compare different versions of your ad to see which performs better.
With these insights, advertisers can make data-driven decisions, tweaking messaging, creative and targeting to maximize impact and ROI.
One major benefit of working with Stealth Creative on your streaming video strategy?
We’re not just a “vendor” that delivers a spreadsheet once a month, leaving you guessing. We provide regular, detailed reporting, reconciliation and direct collaboration with clients, so we can work together to optimize results.
3. Content Relevance: Delivering the Right Message to the Right Viewer
Some people call it “spooky”—but consumers have come to expect personalized and relevant experiences. Streaming video advertising delivers exactly that. Thanks to the data-driven nature of the medium, brands can tailor their messages to match audience interests, preferences and even the content they’re watching.
For example:
- A sports apparel brand can serve ads to viewers watching live sports events or sporting analysis content.
- A local restaurant can deliver ads to users in its area who are tuned into food documentaries or cooking shows.
- A car brand can showcase different models depending on the viewer’s income level and search history.
This ability to align ad content with viewer interests leads to higher engagement, better recall and stronger brand affinity.
4. Creative Flexibility: Making Your Message Stand Out
Streaming video advertising isn’t bound by the same constraints as traditional TV ads. You have more flexibility in terms of length, format and interactivity. Options include:
- Short-form ads (5-15 seconds) – Perfect for quick brand awareness and message reinforcement with a solid call-to-action.
- Mid-length ads (30 seconds) – Ideal for storytelling and deeper engagement, or dual-purposing spots produced for broadcast to get more reach for your budget.
- Interactive ads – Allow viewers to engage with the ad by clicking, swiping or selecting options.
- Shoppable ads – Enable consumers to make purchases directly from the ad.
This creative flexibility lets brands experiment with different messaging approaches to see what resonates most with their audience. (And unlike traditional broadcast, it’s directly measurable and easier to mix in multiple executions and calls-to-action to see what’s working best!)
The Future of Advertising is Streaming (Obviously…)
As more of us shift our viewing habits to digital platforms, streaming video advertising will only continue to grow in importance. And that’s a good thing, because streaming offers the best of both worlds: The storytelling power of traditional TV combined with the precision, measurability and flexibility of digital marketing.
If your brand hasn’t tapped into the power of streaming video yet, now’s the time to talk to Stealth Creative.
Because, between our digital strategists and full in-house video production team, we have our clients covered from start to finish.
With the ability to target specific audiences, optimize in real-time, deliver relevant content and craft engaging creative, streaming video advertising is a must-have tactic that Stealth wants to help you add to your marketing toolbox.
Let’s Talk Streaming Video! Get In Touch with Stealth Creative Today.
Since our name is Stealth, you shouldn’t be surprised we’re always looking for under-the-radar-ways ways to elevate client results. Sometimes that happens figuratively through high-performing digital media strategy, eye-popping packaging or building a brand from scratch.
And sometimes, that happens literally with jaw-dropping drone footage.
But it takes more to capture those stunning aerial views than taking a drone off the shelf and giving it a whirl. Every frame requires a lot of planning, preparation and — yes — paperwork.
Our resident videographer (and drone pilot) Jeff Schaeffer gave us the inside scoop.
License to Thrill
Believe it or not, you need to be certified by the FAA to fly a drone for business purposes. And, similar to a driver’s license, you need to be recertified every two years.
How do you get certified in the first place? Well, The Pilot Institute, which accredited Jeff, recommends studying for an hour a day over the course of a month. The lessons culminate in an exam covering:
- Weather conditions
- Safety protocols
- Identifying controlled air space
- Requesting permission to fly in controlled air space
Seems easy enough, right? Well, not quite. Getting certified involves learning the same charts as airplane pilots, so the learning curve is steeper than you’d think!
Close Calls
Nature finds a way… to get in the way. Shoots can be delayed hours (or days) based on clouds, wind, rain.
And even when sky’s nothing but brilliant blue, you might need to ward off the occasional bird.
“We had a close call with a hawk one time that kept trying to attack the drone,” said Jeff. “We had to pause and put red reflective tape on it to scare it off.”
Tech of the Trade
Why is drone footage becoming more common? Well, it can capture panoramic establishing shots.
It can show off the size of a senior living facility.
Pro Tip:
Using an aerial shot for your Google My Business profile makes it easier to find your location.
And it can take you on an aerial tour of a car dealership’s lot.
Beyond that, the cost of entry is getting cheaper. What used to cost thousands of dollars now runs about $300 or $400 for a decent set up, including automatic flying features. In typical Stealth fashion, we invested a little bit more than that.
Practice Makes Perfection
Like any other skill, piloting a drone is “use it or lose it.” New models and features hit the market regularly. And they aren’t fully self-flying (yet, anyway).
Jeff sharpens his skills by following The Pilot Institute on YouTube and a few handles on the ‘gram. He’ll practice those new techniques during the weekend for fun around the St. Louis area. His favorite place to go? Forest Park, of course.
Fun Fact:
The highest you can legally fly a drone is 400 feet.
Permission to Launch
The next time you an awesome aerial shot, just remember how much work and skill was needed to pull it off.
At Stealth, it’s just another day.
Reach out and let’s talk about how we can give your audience a different perception — from a different perspective.
There are all sorts of crazy marketing myths swirling around that might make you question advertising’s effectiveness.
And we have to admit: You can’t believe everything you see on TV or hear on the radio (or read online for that matter).
Pretty ironic coming from a full-service advertising agency, right?
But that shouldn’t keep you from advertising on TV, radio, or anywhere else. So, let’s shine a light on those lies that are hurting your company’s bottom line.
Video Production Is Just Too Darn Expensive
There was a time where we would’ve agreed. Today… well, not so much — and no, it’s not because of AI!
It really comes down to working with a full-service advertising agency (like Stealth Creative).
Here’s why.
We edit, film, and produce commercials in-house whenever possible because this cuts out the middleperson 95% of the time — and that can cut costs in a big way without sacrificing quality at all.
Plus, it turns out your business really can’t afford not to have some sort of video presence for lots of reasons.
“Some of our most memorable spots were also some of our most creative not only in terms on concepting, but working within our clients’ budget.”
-Jeff Schaeffer, Senior Video Producer
Media Buys Cost An Arm and Two Legs
Not so fast.
The truth is, some media buys cost more than others.
For example, in traditional media like television, there exists a finite number of commercial breaks. A limited number of spots to fit a specific amount of time. So yes: it tends to be a bit pricier. There’s no escaping that harsh reality — it’s the (not so) free market in action.
Conversely, digital media buys can cost just pennies per thousands of views! And radio buys can actually be more affordable than you think.
However, budget-sensitive marketing heads realize they need a media strategy if they want a real shot at success. So, what do they do to make the cost more bearable? They try doing it themselves.
We appreciate that “can do” attitude… we just want to caution you.
35% in savings is an absolutely huge number! It could mean literally thousands of dollars — or more! That’s the same as being able to broadcast your commercial or message more often.
By working with Stealth Creative’s media buying team, you can:
Identify your real target audience
Pinpoint where they’re most likely to watch, listen or read
Benefit from the hard-nosed negotiating skills of your buyers
Experience a more collaborative approach between media placement and the spots produced
“The effectiveness of the message can be more important than the out-of-pocket cost alone. Ineffective impressions reaching your audience (even if they cost next to nothing) are not valuable. Agencies have the strategic experience and tools to develop these solutions to recommend the optimal Media Mix and tactical solutions to deliver against your goals.”
-Lisa Smith, Media Director
Proofreading is Overrated
What do an erroneous letter and missing zeros have in common?
They’ve all led to losses in the millions of dollars.
That’s right. Millions.
Take for instance a Yellow Pages ad (remember those?) from 1988. Banner Travel Agency wanted to promote their exotic travel packages. Someone at Pacific Bell swapped the “x” for an “r” and changed the message completely.
Proofing Cost: $10 million
Then there’s the fiasco involving Alitalia Airlines in 2006. They wanted to promote flights to Cyprus for $3,900. What they actually promoted was flights for $39. Who could pass that deal up? Answer: no one, which led to a nosedive in profitability.
Proofing Cost: $7 million
So, yes. Details matter quite a bit. And when you hire an agency, every piece of work gets read by multiple people before you lay eyes on it — proof that proofreading is worth it.
“Few things can sour your audience’s perception faster than an obvious typo. It makes them question your company’s professionalism.”
-Jeff Ryals, Creative Director
Your Business Should Be On Every Social Media Platform Ever
We won’t dispute the effectiveness of social media. That’s why Stealth Creative has a team of social media specialists!
Sure, your business could create a {insert newest social media platform here} profile. But do you really need to?
Let’s think about it, shall we?
Time:
The more platforms you’re on, the more:
• Content you need to create
• Posts you need to schedule
• Comments you’ll need to monitor
Commitment:
Creating a profile implies you’re going to be active and engaged. If you’re not up to the challenge, your image will potentially look unprofessional.
Relevancy:
A lawn service company should focus their efforts on Nextdoor instead of LinkedIn.
“Now more than ever, it’s important to be where your audience is. Social media is a very saturated place, so you want to make sure you stand out against the competition with content that your target market will resonate with. The more focused you are on the profiles you’re utilizing, the higher the likely quality of the content. Don’t spread yourself too thin – especially if your effort is being used on a platform your audience doesn’t frequent!”
-Kirsten Hackett, Social Media Director
My Company is Too Small to Hire an Agency
This is the myth we want to banish more than any other.
Why? Because in business, as in life, it’s not where you start but where you finish.
Let’s face it: Most companies aren’t an overnight success. They spend months, maybe years, building an audience and carving out a niche, slow but steady.
Then, whether through a website redesign that emphasizes user experience, a breakthrough idea for a commercial or one savvy media strategy, they captured the market’s attention — and odds are an advertising agency helped somehow.
“Smart, strategic marketing can be the great equalizer — and it’s not reserved for household brands. If you’re hungry for growth, it can only help to get input from people whose career is helping businesses become more successful.”
-Dan O’Saben, Owner
It’s a Fact: We’re Ready to Market YOUR Company
And Stealth’s advertising case studies prove that we can make a difference for clients.
Brian Reinhardt
Brian Reinhardt is a Senior Copywriter at Stealth Creative whose first unpublished story was penned at the age of eight. Yes, it involved hoverboards, lasers and robots. His days are filled with researching, content creation and SEO strategy. His nights are spent with family, reading and managing too many fantasy sports teams. Nine is his favorite number.