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Become great at leveraging promotional events

In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.

  • Understand “4 Peaks Theory” and how to build four key revenue peaks into your yearlong marketing calendar.
  • Know how to build your promotional offers to drive both average order value AND conversion rate at the same time without sacrificing margin.
  • Maximize the value of your “owned” audiences by using promotions to build your email & SMS lists, and then capitalize on those lists when the moment comes.
  • Understand the ideal strategy for using paid traffic to drive volume and profit when you run your promotion.

Course length: 1h 05min

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Andrew Faris

Ecommerce Growth Executive

Some of the companies that train their teams at CXL:

Winning in eCommerce means capitalizing on the biggest moments of your year. Whether it’s Black Friday, some other holiday, a special sale, or the release of a new product, knowing how to maximize your promotional events is one of the crucial factors in driving scalable, profitable eCommerce growth.

In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.

Introduction video

This course is essential for you if…

  • You can’t figure out how to generate revenue from your existing customers.
  • Your brand experiences less than four large, short-term revenue spikes per year.
  • You are running sales or launching new products but feel like they just aren’t resonating with your customers as well as they could.

After taking this course you will…

  • Understand “4 Peaks Theory” and how to build four key revenue peaks into your yearlong marketing calendar.
  • Know how to build your promotional offers to drive both average order value AND conversion rate simultaneously without sacrificing margin.
  • Maximize the value of your “owned” audiences by using promotions to build your email & SMS lists, and then capitalize on those lists when the moment comes.
  • Understand the ideal strategy for using paid traffic to drive volume and profit when you run your promotion.

Your course curriculum

Promotional events

1
The calendar: the big picture strategy for your promotions


In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.


Before executing effective promotions, you need to know how often to run them, where they fit in your marketing calendar, what customers they're for, and what foundational strategies govern their success.



2
The offer: the engine of an effective promotion


In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.


There's no more important driver of the success of your promotion than the offer itself.

In this lesson, we'll talk about how to build your offer for maximum impact on your top line, bottom line, and maybe most importantly, your cash flow.



3
The ads: maximizing impact with paid promotion


In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.


To make your promotion generate the possible revenue and profit, build your audiences in advance with advertising, then drive the purchase during the promotion with clear, direct creative to your now-expanded remarketing lists.



4
The emails and texts: your main source of profit


In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.


For ecommerce brands, there is no greater tool for maximizing the profitability of promotion than email & SMS. Using these channels to reach your "owned audiences" is nearly free, which means you maintain a maximal contribution margin on the purchases you drive. That's the #1 key to not just a high revenue but a high-profit sale.



5
The execution: mobilizing your team for your promotion


In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.


After you've decided on a strategy for your calendar, offer, advertising approach, and email & SMS approach, there's just one thing left to do: execute the sale.

This requires coordination and buy-in from multiple team members, and in this lesson, we'll walk through everything that's needed to make that happen.



Andrew Faris

Ecommerce Growth Executive

Freelance DTC Growth Strategist and entrepreneur in residence @ Common Thread Collective.

I just really love growing ecommerce brands.

That love first formed in 2015 when I began my ecom career as a media buyer at QALO in the heart of its run from $0-$20M in 1.5 years with no external funding. I led our efforts on Facebook Ads, Google Ads, and direct media buys in digital and print.

After the exhilaration of that rapid growth, I became a growth strategist at the newly-formed Common Thread Collective (CTC), a digital sales agency that helps entrepreneurs achieve their dreams. Within two years I was promoted up to VP of Growth, where I led our digital strategy.

Soon after, CTC spun off its brands via its DTC aggregator, 4×400, and I was eager to get my hands dirty there. So I slid over to lead growth at 4×400 until again promoted within two years, this time to CEO.

I ran 4×400 until December 2021, leading up to 6 brands at a time, and now work as an outsourced ecommerce growth executive across multiple brands, where I get to keep doing exactly what I love:

Grow ecommerce brands.

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