marketing insights calendar 2015 - experian · valentine’s day february understand which of your...
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MARKETING INsIGhTs CAlENdAR
2015
The Modern Consumer Consumer behaviour has rapidly changed. Existing customers expect businesses to treat them in a way that shows deep understanding of their individual behaviours, buying habits, needs and preferences. They expect to receive a personalised experience, be able to connect on a 24/7 ‘Always On’ basis, yet won’t tolerate marketing which appears intrusive. Customers also expect a seamless experience as they interact with the brand across different channels and multiple devices.
It’s therefore important for marketers to plan ahead and respond quickly to their customers’ needs by understanding the seasonality of demand - when do consumers search for, buy and experience your products and services?
This calendar has been designed for marketing professionals throughout the UK. Although some businesses will more naturally align with certain events, the idea is that with the right marketing campaign and message, any brand could benefit from these seasonal events.
For example, Mother’s Day is clearly a huge opportunity for retailers of cards, flowers, chocolates and gifts but there is no reason why a travel company couldn’t use Mother’s Day as an excuse to send a relevant, timely email campaign promoting short weekend breaks for customers wanting to spoil their mum!
It’s important to note that this calendar is intended to compliment your existing marketing plans not replace them. Every brand is different and will have seasonal peaks and troughs of demand as well as strategic emphasis. We hope that the data-driven insight in this calendar will inspire you to try a new seasonal campaign and reach out to your customers with exciting marketing messages.
Blue days Represent a day to send email campaigns
Red days Represent increases in search demand and should be targeted with compelling content and PPC campaigns
Green daysHighlight a particular event which may help with creating themes for content
January New Year, New House – Do you know which of your customers are going to be moving house in the next 12 months and how this will impact their consumer habits?
dId you
kNow?
Search term variations around mortgage calculators accounted for over a quarter of all UK mortgage searches in 2013
5 Online research for holidays
1 New Year’s Day
22 Post Christmas peak demand for balance transfer credit cards
87
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2 Winter travel campaign ahead of peak demand
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6 Increased demand for insurance
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26 Blue Monday: send clients an offer to cheer them up
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www.experian.co.uk/marketingservices
January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
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14 Valentine’s Day
February Understand which of your busy customers to target with click and collect promotions this Valentine’s Day
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11 Last minute Valentine’s reminder. Promote next day delivery
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dId you
kNow?
Valentine’s Gifts for Men was one of the most popular terms in 2014
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www.experian.co.uk/marketingservices
January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
March Mums deserve a treat on Mother’s Day, our three mosaic types ‘Affordable Fringe’, ‘Childcare Squeeze’ and ‘Mid-Career Convention’ are the most likely to have children but they are very different
1 St David’s Day.15-reg number plates issued by DVLA
9
3 Increased demand for ISAs
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17 St Patrick’s Day
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12 Mother’s Day final reminder campaign
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29 Clocks go forward. Online research for Easter eggs and gifts
31 End of Financial Year
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27 Last working day of the financial year. ISA promotions
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15 Mother’s Day
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dId you
kNow?
Mother’s Day is special for consumers. In fact, it sees 75 percent more spent on gifts than on Father’s Day
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January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
www.experian.co.uk/marketingservices
April If spring coming means the pitter patter of tiny feet for your customers how will this impact their purchases? A new baby means an increased likelihood of moving house, purchasing a car and the need for financial products such as credit cards and child savings accounts
dId you
kNow?
There are 11 percent more searches for finance savings products in April than in any other month of the year
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1 New tax year savings and mortgages campaign
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23 St George’s Day
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January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
www.experian.co.uk/marketingservices
dId you
kNow?
The average order value from travel emails in May is £1,400 – the third highest average spending month of the year behind June and July
New home makers will be looking to make improvements over the bank holidayMay
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January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
www.experian.co.uk/marketingservices
Do you know which of your customers are more likely to be looking for festival accessories than bikinis and foreign exchange rates in the summer?
June dId you
kNow?
2 minutes of every hour spent online in the UK will be on a sports website in June
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2 Online research for music festivals
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10 Father’s Day reminder campaign
16 Travel campaigns with cross-sell to boost average order value
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January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
www.experian.co.uk/marketingservices
July Get to know ‘Flying Solo’ and ‘Career Builders’ – 2 mosaic groups that are likely to book their holidays online
dId you
kNow?
UK will make 30 million visits to travel websites during the peak booking week in July
1 Special offer promotions ahead of Independence Day
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4 US Independence Day
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8 Travel campaign last minute holidays
13 Browsing for last minute holidays
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January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
www.experian.co.uk/marketingservices
dId you
kNow?
35 percent increase in searches for student current accounts in August 2014 compared to July 2014
with the majority of the country on school holidays at some point during August get to know ‘Diamond Days’ and ‘Classic Grandparents’ who will be looking after grandchildren during the summer holidays
August
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13 A level results day
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www.experian.co.uk/marketingservices
January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
dId you
kNow?
Online Visits to the Automotive Industry increase by 10 percent in months when new registration number plates are released compared to the average month
Back to university for Mosaic type ‘Student Scene’ who are interested in live events, music websites and enjoy entertainment sites like Netflix and Tumblr
September
1 65-reg number plates issued by DVLA
7 Kids go Back to School
21 University enrolment
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January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
www.experian.co.uk/marketingservices
dId you
kNow?
In the last week of October 3 in every 10,000 searches online concerns the clocks going back and is an underused date for building seasonal campaigns
with Halloween coming the trick or treaters with children will be interested in costumes that will make them the envy of the street
October
1 Increased demand for Halloween
13 14 17 Increased demand for Utilities pricing and switching
25 Clocks go back
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27 Last days before Halloween campaign
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16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
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6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
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4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Mo Tu We Th Fr sa su
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8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
Mo Tu We Th Fr sa su
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
Mo Tu We Th Fr sa su
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3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
Mo Tu We Th Fr sa su
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7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
Mo Tu We Th Fr sa su
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5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
Mo Tu We Th Fr sa su
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30
Mo Tu We Th Fr sa su
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
www.experian.co.uk/marketingservices
8 Remembrance Sunday
26 Thanksgiving Day
dId you
kNow?
UK demand for Black Friday discounts were up 350 percent year-on-year in 2013 showing this is no longer just an American retail day
Not everyone leaves it to the last minute – some consumers will have Christmas all sewn up by the 30th November
November
14
17
43
11
18 19
6
1312
20
9 Early Christmas and Cyber Monday campaigns
21
1
10 15
22
2 5 Bonfire Night
30 Cyber Monday
16
23
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
7
28 292524 Uplift in searches for Black Friday sales
27 Black Friday
Mo Tu We Th Fr sa su
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5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
Mo Tu We Th Fr sa su
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28
Mo Tu We Th Fr sa su
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
Mo Tu We Th Fr sa su
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
Mo Tu We Th Fr sa su
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Mo Tu We Th Fr sa su
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
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6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
Mo Tu We Th Fr sa su
1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
Mo Tu We Th Fr sa su
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
Mo Tu We Th Fr sa su
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
Mo Tu We Th Fr sa su
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30
Mo Tu We Th Fr sa su
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
www.experian.co.uk/marketingservices
dId you
kNow?
There are 40 percent more online searches for store opening times in December than any other month of the year
December
14
21 22
28
1
8
15
29
2
9 Christmas retail campaign
16
30
23
31
4 Increased demand for vouchers
10
17
25 Christmas Day
26 Boxing Day
24 Christmas Eve
3
11
18
5
12 Increased demand for winter sales
7 Manic Monday
19
6
13
20
27
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
December is the month to understand how consumers interact with retail brands and the importance of store visits to support online sales. 20 percent of Under 25 year olds said they spent more time on the high street last year
www.experian.co.uk/marketingservices
Mo Tu We Th Fr sa su
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
Mo Tu We Th Fr sa su
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2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28
Mo Tu We Th Fr sa su
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
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6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
Mo Tu We Th Fr sa su
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4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Mo Tu We Th Fr sa su
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8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
Mo Tu We Th Fr sa su
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6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
Mo Tu We Th Fr sa su
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3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
Mo Tu We Th Fr sa su
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
Mo Tu We Th Fr sa su
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5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
Mo Tu We Th Fr sa su
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2 3 4 5 6 7 8
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16 17 18 19 20 21 22
23 24 25 26 27 28 29
30
Mo Tu We Th Fr sa su
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7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31
January 2015 February 2015 March 2015 April 2015
May 2015 June 2015 July 2015 August 2015
September 2015 October 2015 November 2015 December 2015
Here are your key marketing insights for 2015
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