Podcast Summary: Ep. 254 - BEST OFFERS Working Right Now! Business & Consumer! AND Depop? Jay’s SCOOP

Host: Jay Schwedelson
Podcast: Do This, NOT That: Marketing Tips with Jay Schwedelson
Presented By: Marigold
Release Date: January 10, 2025

Introduction

In Episode 254 of "Do This, NOT That!" hosted by Jay Schwedelson and presented by Marigold, listeners are treated to an in-depth exploration of optimizing marketing offers based on the time of year. Jay not only shares valuable insights from a recent comprehensive study but also intertwines personal anecdotes that highlight current trends in consumer behavior and marketing strategies.

Optimizing Marketing Offers Throughout the Year

Jay kicks off the episode by emphasizing the critical importance of timing in marketing campaigns. He underscores a common pitfall where marketers—both in business and consumer sectors—push out promotions without considering the seasonal readiness and mindset of their target audience.

Business-to-Business (B2B) Marketing Strategies

• Yearly Planners and Templates: January and February are prime months for promoting organizational tools. Jay mentions, "[...] yearly planners and templates do really, really well. That's a no-brainer."

• Checklists and Cheat Sheets: These content formats see a 25% higher download rate in the early months as businesses aim to streamline and organize their operations post-holidays.

• Case Studies: Surprisingly, case studies experience a 30% increase in downloads during January and February. Jay notes, "It's a great time for your sales teams to be pushing those out there."

• Webinars: Contrary to other content types, webinars do not perform well in January and February. Registration rates are 30% lower compared to March through May. Jay advises, "You need to think about the mindset of who it is that you're marketing to."

Consumer (B2C) Marketing Strategies

• Budget-Friendly Sales: In the aftermath of holiday spending, consumers are more receptive to budget-conscious offers. Including the word "budget" in email subject lines can boost open rates by 20%. Jay explains, "We have no money left. Budget friendly sales."

• Health and Wellness Offers: Despite common struggles with New Year's resolutions, health and wellness products continue to perform well as consumers strive to maintain healthier lifestyles.

• Subscription Offers: This is the least effective time for subscription-based promotions, with performance lagging by 30% in January and February. Jay states, "The last thing we want to do is add on something that is an ongoing subscription-based cost."

• Summer Trends and Travel: From March through May, consumer interest shifts towards summer-related products and travel, making this period ideal for such offers.

Implications for Marketers

Jay's analysis highlights the necessity for marketers to align their promotional strategies with the seasonal behaviors and priorities of their target audiences. By doing so, campaigns can achieve higher engagement and conversion rates. Jay emphasizes the need for strategic planning, stating, "Think about where they're at and think about the best times of year for all this stuff."

Personal Anecdote: Venturing into Depop

Transitioning from professional insights to personal experiences, Jay shares a relatable story about his teenage daughter's venture into Depop, a popular secondhand clothing marketplace.

• Starting the Depop Journey: Jay recounts, "My daughter... she is 17... she cleaned out her closet... I am on this website, this app called Depop."

• Business Model Clarification: While initially skeptical about the economics of buying high and selling low, Jay's daughter highlights the benefits: "Wouldn't you rather make some money than no money at all?"

• Parental Realization: Jay admits, "I think she's smarter than I am... so I'm now involved in this depop business." This segment underscores the growing trend of resale marketplaces and the entrepreneurial spirit among younger generations.

Personal Story: Avoiding Jury Duty

Adding a light-hearted touch, Jay shares his experience with jury duty:

• Initial Selection: Jay reveals he was selected for jury duty for the first time.

• Attempting Delays: He humorously describes his efforts to postpone, stating, "I did the delay, delay, delay thing."

• Final Relief: Ultimately, he was excused, expressing his elation: "I feel like I won the lottery."

This anecdote not only provides a personal glimpse into Jay's life but also adds levity to the episode.

Notable Quotes

• On Immediate Actionable Tips:
  [00:00] Jay Schwedelson: "You'll walk away from each episode with actionable tips you can test immediately."

• On Webinar Timing:
  Jay Schwedelson: "We see March through May have a 30% higher registration rate than January and February webinars."

• On Budget-Friendly Emails:
  Jay Schwedelson: "In January and February, you see a 20% higher average open rate just by putting the word budget in the subject line."

• On Depop Business:
  Jay Schwedelson: "She's smarter than I am, because I don't know what to say back to that... so I'm now involved in this Depop business."

Conclusion

Episode 254 of "Do This, NOT That!" provides marketers with strategic insights into optimizing their offers based on seasonal trends, supported by data from a recent study. Jay Schwedelson effectively combines professional analysis with personal stories, making the content both informative and engaging. By understanding and applying these timing strategies, marketers can enhance their campaigns' effectiveness and better connect with their audiences throughout the year.