Of course, all this data analysis, paid search strategy and disciplined engagement is preamble to the biggest statement of the year. As with any e-commerce retailer, it is essential that Too Faced has a profitable holiday season.
“In terms of November, Black Friday and Cyber Monday are hugely important,” Brown explains. “They drive, between those two days, 40 to 50% of the November business. So, we do a lot of planning around what types of promotions and messaging we want to push for those two days in particular.”
When it comes to Q4, Too Faced and Metric Theory walk a fine line between staying true to the lessons they’ve learned throughout the year and employing a few tricks that only come out for the holiday shopping season.
“Typically, we're not a very promotional brand; we try to focus on value-adding versus discounts,” Brown reasons. “But the holiday season is one of the exceptions where we will do some discounting.”
At Metric Theory, Q4 is a time for maximum effort — and perhaps a little Too Faced concealer to cover up the bags under everyone’s eyes. “It's a huge time of year, for both our agency and our clients. It's really a period where we have all hands on deck,” Edwards explains. “We start planning in August, and by September and October we're offering up projections to our clients in terms of how things will ramp up.”
But, as Andy Williams used to sing, it can also be the most wonderful time of the year. “Helping clients reconcile where they'll end up, and how we can maximize their profits over the holiday period, is of huge importance to us,” Edwards says. “We're planning out and scheduling everything from ad extensions to promotional ad copy. If a client did $1,200,000 in revenue in 2015, we want to do $1,500,000 to $1,800,000 in revenue this year.”
Much like Santa Claus, all parties involved can finally take a deep breath as December comes to a close. But when you love what you do, even such stressful times can be a holiday treat.
“Yeah, we're exhausted, but it's often the best way to wrap up our professional year,” Edwards explains. “And the validation is there in the form of hard data to say, ‘We did a good job for our clients and their businesses are in a better place. Now, let's go get some rest, come back in early January, and start all over again.’"