How to boost sales over the holidays
The holidays will be here before you know it, and brands are already hard at work coming up with marketing plans for achieving maximum visibility during the holiday season. Their goal: originality and a high profile in order to boost sales during this critical period. This global peak period is THE time of year when every single brand must absolutely ramp up its marketing efforts. In 2014, 28 million French consumers selected or bought their holiday gifts online. According to this study, 7 online shoppers (people who had made an online purchase in the past) out of 10 bought their presents online. For the ridesharing site BlaBlaCar, the season is about holiday vacations, which means an increase in travel between cities. This was the perfect opportunity for this e-commerce site to boost its sales. 1 / Animating and engaging the community Today, this highly successful brand has a large community of loyal ridesharers to spread the word about its service. In France alone, it has 700,000 Facebook fans, and nearly 3 million worldwide. Interview with Alice Chasseriaud, Head of Global Communication, and Alexandra Mounoury, Community and Content Manager at BlaBlaCar BlaBlaCar’s performance depends primarily on the size of its community and their engagement. It’s the community that keeps BlaBlaCar going: they exchange with each other, plan trips together, and get to know each other. They’re connected through their ridesharing experiences. To galvanize this community, the brand must be attentive and responsive, especially as the holidays approach. It has to find original and engaging ways to animate its community of users in order to catch their attention and lead them to the sale. To this end, BlaBlaCar naturally decided to launch a promotion to animate and reward its fans....