ClickZ Travel Newsletter - 10.10.2024

PLUS: The Ultimate 2024 Luggage Guide—Travel in Style!

Author

Marina Mouka
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed Adweek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Lando Norris collaborates with Tumi to launch the Turin collection, featuring minimalist Italian leather travel accessories. The collection, embodying luxury and performance, includes totes, backpacks, and briefcases. Norris's campaign highlights the versatility and premium feel of these pieces, suitable for both travel and professional settings.

Explore the top luggage brands of 2024, as voted by Condé Nast Traveler readers. These brands offer a range of options to suit every traveler's needs, from budget-friendly to luxury choices.

Here's a quick rundown:

  • American Tourister: Affordable and durable, ideal for new travelers.

  • Osprey: Perfect for outdoor adventures with hiking packs and rolling bags.

  • Samsonite: Known for strong, lightweight designs with smart interior pockets.

For those seeking style and function, consider:

  • Rimowa: Offers luxury with a lifetime guarantee.

  • Tumi: Praised for indestructible quality and chic designs.

  • Louis Vuitton: Timeless designer pieces for special vacations.

These brands ensure your travel gear is both reliable and stylish, making every journey a breeze.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Adventure Awaits 🌎

Victorinox now offers a lifetime warranty on its travel gear, matching the coverage of its Swiss Army Knives. This warranty covers manufacturing defects, wear and tear, and transit damage. Available for purchases in the U.S. and Canada from October 1, it ensures peace of mind for travelers.

Toddler travel beds offer a safe, portable solution for maintaining sleep routines while traveling. Options vary in style, size, and material, with features like safety bumpers and easy cleaning. Choosing the right bed ensures comfort and security, helping children enjoy their vacation and maintain their well-being.

Amazon's Prime Big Deal Days offer travelers significant discounts on essentials like tech gadgets, luggage, and travel accessories. Highlights include Apple AirPods Max, packing cubes, and portable steamers. This event is an excellent opportunity to upgrade travel gear with savings across various categories, ensuring a well-prepared journey.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division