Inspiration:
Ideas for sale creatives can come from anywhere and everywhere, including but not limited to: past internal sales, internal store or event creatives, popular trends, past trends, package labels, current events, past events, ads, and more. I draw inspiration from my everyday life and apply those elements in creative design. I always keep Zumiez brand elements in mind when thinking of concepts for a sale.
Rough Drafts:
I usually concept a few ideas for a sale, all very different in look & feel.
Research Competition:
I typically check out what our competitors and other more commercial retail are doing with their signage. The idea is to easily be able to identify a Zumiez asset over all other brands, we don't want to look anything like them. Zumiez stands strong on individuality and being a unique brand. Our signage should stand out from everyone else's.
Refinement & Mockups:
After research, inspiration, and deciding on the creative for a sale campaign, I refine the creative further and showcase mockups of the look and feel of the sale in the environment of the Zumiez website (desktop and mobile view). Depending on the sale, there's a various amount of variations between each sale call-out. For this particular sale, there was a grand amount of variation to further help the customer identify each banner is a different sale call-out.
Sales Confirmation/Asset Variations:
After final mockups of the sale event, I get confirmation of each sale and deliver site assets in various dimensions to fit any shopfront the sites shall live. There's usually a "teaser" page before the event to announce a sale is coming, a landing page for the entire sale, content blocks on various shopfronts to call out specific categorized sales, and a "sale has ended" call out one the sale is over.
*Dedicated Emails Asset Review:
I work with the Digital Marketing Team to create dedicated email assets for the sale. Dedicated emails are a more customized email that is sent to an our subscribers. Each of these dedicated emails are entirely devoted to the particular sale. It allows us to reach a specific target audience by leveraging our subscriber base. I ensure this is an engaging experience for our customer.... even more engaging than our website. The shopping experience is different, because of this, email gets several more assets than what's created for the site. *These assets are also delivered in our app dimensions for app cards*
Focal of Social Platforms:
Lastly, but certainly not least, I focus on our email channel. Zumiez's channel we market sales is specifically Instagram, but we may also use TikTok, Twitter and Facebook to call out sales as well-- I deliver assets that work for all the various social channels. I provide video and stills for all social stories and feed posts.
