Strategy Fall Flat Over The Festivities? Key Sales Insights To Plan For 2018


How did your sales go over the festive period? Did you have a firm plan in place to take advantage of the rise in searches (and sales) over this period?

One of the great advantages of marketing in the digital age is that we have an abundance of information to hand that we can use to plan a strategy to gain new sales.
As we have multiple food and drink clients let’s use the data based around alcohol sales.


(this is nothing to do with the Scottish stereotype that we like a drink….. or 2)


If we look at the Google trends below over the last 5 years we can see a distinct pattern in the behaviours of searches on Google.
Below shows the searches on Google for Gin, and as you can see there has been a steady increase over the last 5 years, but what is more useful is the upsurge of searches starting in November.

Here we can see the searches for whiskey over the same period and it tells the same story, massive increase in November.


If we compare to sale of beer, a little more sporadic, but you can again see patterns with the peak searches/sales coming in the summer months. Summer months BBQs, nice cold beers in the garden makes perfect sense.

What this data tells you is that we are creatures of habit, and we can use this data to plan a strategy well in advance to target those peaks in consumer behaviour. It also means that to gain more sales out with this time we need to do something a little different, create brand awareness campaign or target past buyers to reign them back in and increase their worth and gain loyalty.
A report, from e-commerce firm Profitero in partnership with Nielsen, shows that 21% of UK consumers have bought alcohol online – the highest proportion in Europe, and third only to China and Japan in the world.


The Grocer also reports that drink sales are up considerably, although adults in UK are drinking less we are spending more. UK consumers are now on the lookout for more luxurious brands, premium blends & artisan products, we are actively seeking something new and your brand could be the next big thing!

All the data and information is out there for you to take advantage of.

A good marketing strategy incorporates what you know about how your business fits into the market and you can develop techniques and tactics that will achieve your overall marketing goals.


As with any enterprise, it wouldn’t be successful or yield good results without a well-organised, well-defined strategy. According to TFM&A and Smart Insights findings, only over 30 percent of businesses have incorporated their digital marketing plan into their overall marketing plans. An estimate of 50 percent are said to be without any well-defined strategy.
Since creating digital marketing plans may not be easy especially for those who aren’t used to the online marketing world, you can gain assistance from us, Adeo Group.

We help many businesses in this industry – Case Studies  – and we could help you plan for the next big upsurge.

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