1. Introduction

For ECAL, the creative opportunity for retail offers is high. They can insert limited-time offers, flash sales, and exclusive discounts directly to what is regarded as a high-value audience at precisely the right time, all via the intimacy of their digital calendar.

For sports fans across the globe, Black Friday merchandise sales are a highly anticipated retail period as fans anticipate gift purchases, exclusive offers and discount merchandise.

ECAL provides in-calendar events with relevant calls to action based on publisher objectives, and the execution of calendar marketing for multiple sporting organisations during Black Friday sales was seamless.

2. Objectives

• IMPACT fan engagement and maximise revenue opportunities by driving pre-registration for exclusive deals and product launches.
• INTEGRATE Black Friday marketing campaigns and utilise calendar marketing to share timely and relevant promotional material.
• PROMOTE retail events directly into customer calendars with relevant calls to action for seasonal sales.
• CREATE  a direct path to purchase and allow publishers to actively alert fans about merchandise sales, discounts and special offers..

3. Strategy

ECAL prepared and supported timely and relevant daily retail campaigns for Black Friday promotions, including discount offers, merchandise promotions and integration marketing campaigns. Calendar marketing impacted daily sales and increased engagement during the sales period.

4. Solution

ECAL’s innovative use of calendar-based marketing provided publishers with a powerful tool to connect with their audiences, drive revenue, and maximise the impact of their Black Friday campaigns.

By delivering timely, relevant, and personalised offers, ECAL helped publishers achieve their objectives and stand out in a highly competitive market.

5. Outcomes

• CTRs ranged from 1% to 6.5% for on-the-day sales events.

• Over 12 million event impressions on Black Friday alone.

• 8 days of promotional events sustained audience interest and participation throughout the week.

• High engagement from targeted promotions led to increased sales.