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Promoting your Live Shopping is a key factor in ensuring the performance of your session, not only in terms of guaranteed audience, but also in terms of visibility in relation to your competitors.
Firstly, it allows you to reach the widest possible audience, giving instant visibility to your products or services.
Your audience is made up of buyers: promoting your Live Shopping well can increase your sales by stimulating the impulse to buy through live demonstrations and exclusive offers. Finally, it strengthens your online presence by generating authentic and engaging video content, improving your visibility on social media platforms and increasing your credibility with consumers. In short, promoting your Live Shopping is an effective way to expand your audience,increase sales and strengthen your online presence, while offering an interactive and memorable customer experience.
A Live Shopping promotion plan is a detailed strategy for effectively promoting a Live Shopping session to the target audience. To implement a Live Shopping promotion plan, a retailer must :
To run an effective promotional campaign for Live Shopping, several elements are essential to attract and engage your target audience.
Firstly, a captivating teaser is essential to build interest and anticipation around your event. Use enticing video clips, eye-catching visuals and intriguing messages to give a taste of what your audience can expect at the Live event.
Social networks are a powerful tool for promoting your Live Shopping event. Use your social platforms to share teasers, announcements, behind-the-scenes and reminders about the event. Also encourage your followers to share and invite their friends to participate.
Your Live's identity will play a crucial role in its promotion. Make sure the theme, tone and style match your brand and target audience. Create a coherent, engaging atmosphere that reflects your values and aesthetic.
The recurrence of your host or team in the teaser can also help strengthen the connection with your audience. Viewers will be more likely to return to follow future Lives if they recognize and appreciate familiar faces.
It's also a good idea to boost your promotional campaign with special incentives such as exclusive offers, gifts or discounts for Live Shopping participants. These incentives can encourage more spectators to participate and interact during the event.
Finally, to maximize the impact of your campaign, consider combining your Live Shopping with your ongoing marketing operations. Take advantage of key events such as Black Friday, new product launches or competitions to create synergies and strengthen the appeal of your Live. This integrated approach will optimize your efforts and reach a wider, more engaged audience.
Orange has been Live Shopping with Caast since 2022. To communicate on their Live Shopping on the latest Samsung Galaxy smartphones, Orange has planned a major Social Media campaign.
The promotion of this Orange Live Shopping includes three teaser videos, filmed with regular presenter Seb Erson, a specialist consultant, and the announcement of a major competition. This campaign is broadcast on the brand's social networks, such as Facebook and Instagram.
For this Live, Orange called on Caast Boost to increase the audience for its Live and complete its promotional campaign. This solution enables the Live announcement to be broadcast on media sites, in order to gain visibility and increase the audience for Live Shopping.
For each of its Live Shopping events, Boulanger produces Teasers, with their usual presenter, broadcast on social networks and on the Boulanger website.
The Boulanger website page then allows you to sign up for a Live Shopping SMS reminder.
Boulanger guarantees that its Live Shopping events will be well-promoted thanks to their regularity: the brand meets its customers every Thursday evening, with an approach that combines technology and entertainment.
For its March Live event to mark the opening of Spring, Center Parcs mobilized customers and prospects with Social Network posts featuring its recurring entertainers.
The Social Media strategy is complemented by emailing its customers and newsletter subscribers to guarantee a qualified and representative audience.
This launch of Lady Gaga 's brand was promoted by Sephora on its Social Networks, with some important planning: Live Shopping was scheduled for the day after the brand launch with influencers, including Nikkie Tutorials, who present this Live Shopping.
In this way, Sephora creates a series of events to raise brand awareness and encourage consumers to try out the new products.
Bayard Jeunesse relied on comprehensive digital communication for its first Live Shopping event. In addition to posts on the social networks, with a particular focus on Facebook, the preferred channel of its target audience, it created an event on this social network.
This communication strategy also includes the use of Live with Shorts, broadcast on Instagram and Facebook, and replay broadcast on social networks.