Here’s Your Holiday Marketing Checklist

By Marissa Allen, Wpromote

With marketers already preparing for the 2017 holiday season, digital marketing firm Wpromote has outlined the most important steps to implement or consider before it’s too late. The most crucial advice for retail marketing managers is that they have until the end of September to prepare — otherwise, certain inventory, ad formats and tracking capabilities won’t even be available.

Here’s a handy checklist of things to be checked twice before September ends:

Establish Goals


  • Revisit and learn from last year’s results.
  • Identify and agree to KPIs and goals.
  • Hold an all-hands strategic Q4 planning meeting with all vendors and agencies.

Audience Building

  • Run lead gen ads to build email list and use “early access” messaging.
  • Segment email audiences to prepare for holiday.
  • Reserve audiences for guaranteed reach/frequency buys in Facebook.
  • Identify past customers that have lapsed since last holiday season.

Confirm Proper Tracking

  • Tag everything properly and create unique tracking for each promo code.
  • Make sure remarketing tags are in place on site early to build audiences.
  • Set up Enhanced E-Commerce in Google Analytics.

Business Planning

  • Finalize your all channel promo calendar.
  • Staff up and ensure you have the proper resources available.
  • Check server bandwidth is ready for high traffic days.

Creative Assets

  • Create holiday video content.
  • Develop creative assets and changes for the web site.
  • Create gift guide content early.

Partnership Development

  • Line up online influencers and set up contracts.
  • Establish partnerships with other brands for holiday early.

Marissa Allen is Vice President – Strategy at Wpromote. She joined Wpromote in 2008 to bring her expertise as an e-Commerce and paid media guru to the table and challenge Wpromote clients to succeed. After spending several years on accelerated account development, Allen stepped up to establish Wpromote’s Strategy team, where she drives omnichannel strategic growth through a strong belief in the full funnel approach. As a business and relationship activator, Allen loves cultivating lifelong client relationships and building brand advocacy as an outsourced CMO and C-suite consultant for clients like Z Gallerie and PAPYRUS.

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