busy coffee shop

Here’s Everything We Learned from Google’s #HolidayLivestream18

Last Wednesday, we hosted a livestream viewing of the Google event, Drive a Holiday Shopping Rush for Your Business. This livestream was extremely beneficial not just for Lunar prospective clients, but Lunar clients, as well as the entire team here at Lunar! We’re always trying to learn more about how we can better serve clients.

For those that were unable to attend, we did live tweet the event on Twitter using the hashtag #LunarHQEvent. You can also view the livestream here.

We wanted to run through some of our biggest takeaway points for digital marketing and the upcoming holiday season.

Consumer behavior

Consumer behavior is one of the main drivers of marketing. Is marketing anything more than trying to predict consumer behavior and cater to that? Well, according to a survey by Google, 30% of shoppers said that their holiday shopping was completed before Thanksgiving.

So what does that mean for businesses during the holiday season? It means that holiday specials should begin in late October or early November, as opposed to waiting until closer to Thanksgiving.

SMART Goals for the holidays

SMART Goals are an interesting concept and one here at Lunar we are very in support of! All marketing strategy should be driven by goals and data. SMART goals stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely (or Time-Sensitive)

When creating SMART goals, you should make the goal as specific as possible (such as “I want to sell 100 vacation packages”).

Measurable means, of course, that you are able to measure and track this goal.

Attainable means that it is not so far out of the ordinary; for example, if you are a travel agency and usually sell 30 vacation packages during November and December, you don’t want to aim to sell 500 vacation packages. That’s not just impossible, but depending on the resources of your business, you might just not have the ability to deliver those 500 vacation packages.

Relevant means the special would be something that your customers want.

Timely or Time-Sensitive means that you establish a deadline and important dates for promoting that special, that has an end date to encourage urgency.

Using Google My Business as a promotional tool

So you pick a special for your business this holiday season, it’s time to promote your special. Of course, a Google ad campaign is a great choice.

However, one tool we only recently became aware of (and Google is only now starting to promote) is Google My Business posts. On Google My Business, you can post general announcements, as well as events, specials, promotions, and much more. ( You can read our blog post about Google My Business posts here.)

SmallThanks with Google

SmallThanks with Google is a website Google has created to help small businesses develop marketing materials based on the information in their Google My Business listing. For that reason, you need a Google My Business listing to use it. (If you don’t have one, contact us here and we can help.)

SmallThanks will generate a media kit, as well as posters that you can download and have printed; it also generates social media posts like the one below that you can use on all social media platforms. There are a variety of designs to choose from, and you can choose different reviews to feature as well. These designs can also be automatically added to Google My Business posts, making it easy to highlight great reviews from customers.

What are smart campaigns?

Smart campaigns are a new type of Google ad campaign that still provides options for the Google Search Network and the Google Display Network. (You can read about Smart campaigns here.) These campaigns take just a few minutes to set up and have limited controls, compared to a regular ad campaign. These campaigns are ideal for small businesses who have a more limited budget; they can be quickly and easily adjusted depending on your goal. Here at Lunar, we are going to start experimenting with smart campaigns to see who they work best for and how they compare to regular ad campaigns, so stay tuned!

What’s the takeaway?

In terms of helping our current and prospective clients here at Lunar, this livestream has given us a lot to think about! Here are our main takeaways:

  • Goal-focused digital marketing is still the best thing to do.

  • Google My Business posts need to be an aspect of every single social media strategy, should correlate with specials and promotions, and should be tied in to ad campaigns.

  • Smart campaigns are a great resource for smaller businesses just entering starting out with paid advertising.

If you have any questions about this livestream, don’t hesitate to contact us.
Are You Ready to Start Your Project?