How to Seduce the Cash-Strapped Shopper – adCenter Staff
How do you stand out to the ‘credit crunched’ customer? The growth of online sales has slowed down in recent months as a result of the current financial climate. The Creative Services team believes creative ads could be the saving grace for your search campaign.
Online Growth Slows Down
The IMRG Capgemini Index shows that UK shoppers spent just over £4.8 billion online in July. This meant a year-on-year financial growth of about 15.2%. A slowdown compared to the 75.6% year-on-year growth reported in January this year.
Communicate Credit Crunch Defying Deals!
As your online ads and offers are so easy to update at no extra cost, it’s worthwhile ensuring your campaigns are targeted to the current situation.
Creative, smart ad copy will boost your CTR, brand awareness and visibility at any time and will make you stand out from the competition. When growth slows down it is even more important to keep a competitive edge.
One of the reasons why online sales still are still growing in contrast to the high street where sales are down*), is that the internet is the place to be to pick up a bargain. People are looking for discounts and to compare prices to ensure they get the best deals. Shops and online services respond with attractive offers.
A 5-minute spot check on some of our advertiser’s websites shows that great offers are definitely out there: ‘free delivery on everything’, ‘2-day delivery times on electrical goods’, ‘reserve online and pick up in store against online prices’, ‘buy one get one free’ and ‘5 year interest free credit’.
The challenge is to ensure these deals are reflected in your ad copy and that the ads appeal to someone who is likely to be looking for a deal instead of indulgence and luxury.
· Ensure your deal is mentioned in your ad but be careful not to sacrifice clarity for creativity. Stay clear and to the point as well as being imaginative.
· Describe your product or service in an appealing way. Think about how your product, service or deal could appeal to more shrewd searchers (if appropriate). Think of using words such as ‘affordable’, ‘low-priced’, ‘pre-season-sale’ and ‘early bird bonus’.
· Think how your offer or service may actually help your cash-strapped customer.
Save money, save time (you don’t have to rummage through racks to find a deal) or offer alternatives (self-catering cottages as opposed to opulent hotel rooms).
· Use tempting adjectives.
Here are some powerful examples:
Read adCenter’s previous blog on how to prepare your search campaign for the Christmas holiday period.
*The IMRG Capgemini Index reports high street sales are down by 0.9 % year on year compared to July 2007.