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Lịch trình lên kế hoạch khuyến mãi Mega Sales trên TikTok Shop

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Lịch trình lên kế hoạch khuyến mãi Mega Sales trên TikTok Shop

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Published: 2024-05-03 · Source: crawler_authoritative

Tình huống

Nhà bán hàng TikTok Shop đang chuẩn bị tham gia sự kiện Mega Sales — các đợt bán hàng lớn trên nền tảng TikTok Shop với lượng cạnh tranh cao từ nhiều nhà bán khác nhau.

Insight

Chiến lược Khuyến mãi Mega Sales được chia thành 4 giai đoạn chính theo timeline: (1) GIAI ĐOẠN 1 - 14 NGÀY TRƯỚC KHI KHUYẾN MÃI BẮT ĐẦU: Cần thông báo sớm về khuyến mãi để tạo sự háo hức và tiếp cận khán giả rộng hơn. Nội dung cần đăng tải ít nhất 1 lần/ngày trên TikTok, có thể kết hợp thông báo trên các kênh khác (Instagram, Facebook, blog, WhatsApp). Sử dụng Live Event Anchor để nhắc nhở người xem đã đăng ký về các buổi Livestream pre-sale. Chạy Video Shopping Ads (VSA) với vai trò always-on campaigns và tăng ngân sách dần dần (không quá 30%/ngày so với ngân sách BAU - business-as-usual). Dùng Interactive Add-Ons như poll sticker để khảo sát sản phẩm, countdown sticker để tạo hype. Chạy Live Shopping Ads (LSA) để dẫn dắt người xem đến Mega Sales. Chạy Spark Ads với objective Shop Purchases hoặc Product Sales để xây dựng audience retargeting. (2) GIAI ĐOẠN 2 - 7-14 NGÀY TRƯỚC: Chia sẻ teaser khuyến mãi bằng video mới hoặc trong Livestream. Teaser có thể bao gồm: preview sản phẩm sắp sale, hậu trường chuẩn bị, sản phẩm giá thấp nhất, sản phẩm mới ra mắt, sản phẩm limited-edition, khách mời Livestream, chính sách đổi trả tiện lợi. (3) GIAI ĐOẠN 3 - 1-5 NGÀY TRƯỚC (COUNTDOWN): Chạy một số countdown promotions để duy trì tương tác. Ưu tiên tối ưu hóa Shop Purchases lower funnel (Initiate Checkout / Complete Payment / Value Based Optimization). Kết hợp broad targeting với Shop Retargeting để đạt ROAS tốt hơn. Tiếp tục tăng ngân sách không quá 30%/ngày. Nếu dùng cost-cap bidding, tăng cost cap lên 20% vào ngày promo bắt đầu khi cạnh tranh Quảng cáo tăng cao. (4) NGÀY DIỄN RA KHUYẾN MÃI: Đăng toàn bộ nội dung Mega Sales Days mới, sử dụng TikTok LIVE để công bố tất cả khuyến mãi. Nên Livestream trong thời gian dài hơn ngày đầu tiên. (5) 1-3 NGÀY SAU KHI KẾT THÚC: Chạy post-Mega Sales promotions để duy trì đà. Tiếp tục sale select items trên Livestream. Cân nhắc giảm ngân sách dần dần (không quá 30%/ngày). Chạy VSA encore sale cho sản phẩm Shop.

Hành động

Thực hiện theo các bước cụ thể theo từng giai đoạn: (1) Bắt đầu xây dựng hype 14 ngày trước bằng cách đăng bài ít nhất 1 lần/ngày, thông báo trên nhiều kênh, cộng tác với Creator, chạy VSA và LSA với mức tăng ngân sách tối đa 30%/ngày; (2) Chia sẻ teaser 7-14 ngày trước với các nội dung đa dạng được liệt kê; (3) Countdown 1-5 ngày trước với ưu tiên lower funnel optimization và Shop Retargeting; (4) Ngày diễn ra: đăng nội dung mới, Livestream kéo dài; (5) Post-promo 1-3 ngày: duy trì momentum với encore sale. Với ngân sách Quảng cáo: tăng dần không quá 30%/ngày; có thể tăng cost cap thêm 20% vào ngày promo nếu dùng cost-cap bidding; nếu lo ngại under-delivery, chuyển sang Lowest Cost bidding. Đặt upper funnel goal (viewer retention, product clicks) nếu mục tiêu là drive Shop purchases.

Điều kiện áp dụng

Áp dụng cho nhà bán hàng TikTok Shop tham gia sự kiện Mega Sales. Ngân sách tăng 30%/ngày là quy tắc chung; có thể tăng >30% vào ngày Mega Sales nếu cần thiết. Cost-cap bidding: tăng cost cap 20% vào ngày promo bắt đầu.

Nội dung gốc (Original)

Plan your Mega Sales promos with this timeline05/03/2024Now that you’ve started prepping your business for Mega Sales, it’s time to plan your promotions. Use this timeline as a guide to put your strategy into action. Phase WhenWhat to doHow Shop Ads can helpStart building hype14 days before your promo startsAnnounce your promos early to build anticipation and reach a wider audience.Use new video content to announce your upcoming salesShare by posting at least once per day on TikTok.You can also announce upcoming sales in your TikTok LIVE or in your TikTok profile bio.[HOT TIP] Promote your pre-sale TikTok LIVEs with Live Event Anchor to send a reminder to people who registered.Announce your promo on other channels (such as Instagram, Facebook, blog, WhatsApp group) to direct your audience to your TikTok Shop for upcoming sales and livestreams.Collaborate with other creators to build hype for your TikTok Shop sale(s).Run Video Shopping Ads (VSA) with TikTok Shop as always-on campaigns to continue building your presence.Gradually increase your budget (e.g., increase your budget by no more than 30% per day vs. business-as-usual (BAU) budget)Consider using Interactive Add-Ons* on your VSA to drive engagement (For example, use a poll sticker to see which items people want to see promoted on Mega Sales Days) and hype for your Mega Sales promotion (e.g. Using countdown sticker) Build buzz around your upcoming Mega Sales Days and drive more people to your TikTok LIVE with Live Shopping Ads (LSA).Be sure to highlight upcoming Mega Sales Days promos during your LIVE to entice your audience to save the date, visit your shop, or go LIVE on the day your promo starts.Try setting an upper funnel goal (for example, if your goal is to drive Shop purchases, set your objective to viewer retention and product clicks to drive traffic to your LIVE).Gradually scale your budget (i.e. increase budget by no more than 30% per day vs. BAU budget)For example, if your BAU budget is $100, you can increase budget to $130 for the next TikTok LIVE on Day 1, then increase your budget to $160 on Day 2, and so on.Run Spark Ads using the Shop Purchases or Product Sales objective, with creatives related to ongoing promotions.This will help you build an audience you can retarget during your pre-Mega Sales Days countdown or promo using custom audience, lookalike audience and shop retargeting audience.Test by using creatives posted on different TikTok Accounts to run Shop Ads.Start now HEREShare teaser content7-14 days before your promo startsShare a promo teaser using new video content or highlight it during a TikTok LIVE.Keep posting at least once per day on TikTok.[HOT TIP] Your teaser content could include: A preview of your upcoming saleBehind-the-scenes preparation (such as your production line, your staff sharing their excitement about upcoming sales)Products sold at their lowest prices during your promoProducts that will be newly launched on Mega Sales dayMega Sales limited-edition products or limited-duration freebiesUpcoming guest hosts on your Mega Sales TikTok LIVEAspects of your business that drive engagement and trust (such as a convenient return policy, responsive customer service team, etc.) to drive conversions during Mega Sales periodStart a countdown1-5 days before your promo startsConsider running a few countdown promotions to continue building engagement and hype.Have selected items on sale during your TikTok LIVEs Be sure to highlight your LIVE schedule, or when you’ll be going LIVE during Mega Sales Days.Try releasing a LIVE teaser video promoting upcoming sales with a Live Event Anchor added to remind people who registered.Post new content for select items running on promotion during this period. Make your creatives relevant to the Mega Sales Days countdown and highlight any urgency (for example, promotion only applies on select countdown days)Run Video Shopping Ads (VSA) as always-on campaigns to continue building your presence.Prioritize lower funnel Shop Purchases optimizations (e.g. Initiate Checkout / Complete Payment / [NEW!] Value Based Optimization**)Complement broad targeting (e.g. By interest, age 18+, gender, behavior) with [NEW!] Shop Retargeting** to achieve better ROAS overall.Run VSA for products during your countdown or promotion Highlight your promo in the creative to drive clicks and purchasesHighlight the limited nature of your promotion to drive urgencyContinue to gradually increase your budget (i.e. increase budget by no more than 30% per day)Run LSA to drive more people to your countdown LIVE to drive sales and build awareness.Prioritize lower funnel Shop Purchases optimization (e.g. Initiate Checkout / Complete Payment), and also run middle funnel Shop Purchases optimization (Viewer Retention / Product Click) if you’re looking to increase LIVE traffic.Complement broad targeting (e.g. By interest, age 18+, gender, behavior) with [NEW!] Shop Retargeting** to achieve overall better ROAS.Continue to run LSA on countdown days so that TikTok continues to determine which audience to best deliver your ads to for best sales results.Keep gradually scaling up your budget (i.e. not more than 30% increase per day).For Mega Sales Days, scale up your budget gradually in phases.Increase your budget to more than 30% if possible.If you go LIVE multiple times on the day your promo starts, review your budget at the end of each LIVE to determine whether you should increase it.For LSA/VSA, if you use a cost-cap bidding strategy:Try increasing your cost cap by 20% the day your promo starts as ad competition heats up.This ensures that your ads will still get considerable traffic for your sale on the peak Mega Sales date. Keep an eye on your budget and increase it as necessary.If you’re concerned about under-delivery during your promotion, consider switching to Lowest Cost bidding strategy.During your countdown, run Spark Ads with Shop Purchases objective.Start now HEREIt’s go time!The day your promo startsIt’s the big day: The first day of your promotion or sale during Mega Sales Days.Post all new Mega Sales Days content, including any content for products that are on sale.Create a reveal by using TikTok LIVE to engage directly with your audience and announce all your promotions. [HOT TIP] Try going LIVE for an extended period of time on the first day of your promotion.If needed, you can take small breaks during your LIVE or have extra help on hand to take shifts.Keep a good thing going1-3 days after your promo endsTry running a few post-Mega Sales promotions to continue the momentum.Continue to create an element of surprise, so that audience feels engaged.Have select items on sale during TikTok LIVEs.Post new content for select items on sale during this time.Run LSA to get more of your target audience to join your TikTok LIVEs. Prioritize lower funnel Shop Purchases optimizations (e.g. Complete Payment/ [NEW!] Value Optimization).Consider lowering the budget gradually if needed (i.e. by no more than 30% per day).Run VSA for your Shop products in an encore sale.Consider lowering the budget gradually if needed (i.e. by no more than 30% per day).Start now HEREIs the content above helpful?Next How to prepare your business for Mega Sales Days

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