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Blog

The Impact Holiday Gift Giving Has On Advertisers

By ideba | December 15, 2014

Nielson released a market research report in October (2014) on advertiser’s Q4 spending – which invariably goes up during the holidays to entice last minute gift givers and holiday shoppers to purchase. Curious to see which industries are dolling out the majority of their ad dollars at the end of the year in hopes of getting their product on your wish list?

Companies in every noted category spent more on advertising during last year’s fourth quarter holiday season than they did five years ago. Tech products, video games, books, kitchen/cookware, and jewelry lead the charge on increased spending.

Note the jump in spending specifically around the winter-season holidays. Amazingly, in the gift categories of jewelry, video games, and toys, the fourth quarter ad spend represented 60%, 52% and 56% shares of the ad spend in total for that year respectively. Furthermore, Neilson found that ad spending in the jewelry category peaked in December as companies try to connect with last-minute male shoppers (previous research shows 70% of male shoppers said they plan to wait to begin holiday shopping until after November 1st).

Which holiday gift categories are you noticing the most when it comes to marketing this winter? Do you think getting a product out in front of so many potential customers is worth the costs incurred? Leave a comment below and let us know your thoughts.

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Work

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OPPORTUNITY

Drive revenue

through new
channel partners

SITUATION

Partner’s current

product portfolio
lacking

INSIGHT

Demonstrate

committment

and product 
solution portfolio

APPROACH

Personalized

high engagement
partner outreach with

measurable intent

ACTION

Nexus 7 tablet

Executive video

FedEx

1:1 follow-up

2000% ROI

5 new partners
@ $1.5m each

15 meetings

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OPPORTUNITY

Drive revenue
through new
birthing models

SITUATION

Cost of birthing

increasingly
prohibitive

INSIGHT

Expectant moms
open to new
model

based

on mid-wife
and home-births

APPROACH

1:1 interviews

with new and
expectant moms
segmenting by
income and socio-
economic factors to
monitor attitudes to
new model

ACTION

Develop new,

more affordable
model

for

child-birth with
extended appeal

Increased
revenue
driven by
extended appeal

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OPPORTUNITY

Share leadership

around the impact
of mobile business

SITUATION

Low awareness

of leadership in
mobile space

INSIGHT

Design

speaks

louder than words

APPROACH

High engagement

content design

drives consumption

ACTION

Created

infographics

that

support topical
mobile content

Significant increase
in readership,
social exposure
and sharing

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OPPORTUNITY

Create net new

revenue opportunities
through Envisioning
Workshops

SITUATION

Pipeline leads

not maturing

as quickly as
desired

INSIGHT

Misalignment

between sales
presentation and
the customer’s
perception of
the solution

APPROACH

Revamp Sales
materials with

customer-centric
voice and
thought leadership

relevant to
customer challenges

ACTION

Promote real
world examples

to Sales as proof
point to drive
engagement

$3.2m in revenue
opportunities
from first 3 deals

Additional pipeline
revenue from
pull-through sales

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OPPORTUNITY

Drive

increased

revenue

for

customer from
website

SITUATION

No existing
processes

to

monitor and track
efficacy of
web content

INSIGHT

Customer web
content lacks
customer benefits
and

clear path

for visitors that
want to engage

APPROACH

Competitive web

SWOT and
detailed action
plan

to update

and refine website

ACTION

Update
navigation and
content

deliver strong
value proposition
and CTA

to

Increase in
page views

Decrease in
drop-off rates

Increased
revenue from
web sign-ups

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OPPORTUNITY

Win market share

from auto dealers,
lube shops and
brake shops

SITUATION

Competitors trying
to instill

commodity

mindset

competing

exclusively on price

INSIGHT

Majority of auto
maintenance and
repair

decisions

made by women

APPROACH

Restructure
marketing, sales
and operations
efforts to

prioritize

female customers

ACTION

Redesign interior

Training for
customer facing
personnel

Ladies nights

New website

Record revenues
in 40-year
history of
the business

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OPPORTUNITY

Use learning from
lost deals to

optimize and
improve

sales efficacy

SITUATION

Deals lost

to

young, up and
coming energy
service providers
selling aggressively

INSIGHT

Customers selecting
competitors who
promote

client’s

weaknesses as
their strengths

APPROACH

Establish prioritized
list of

areas that

require attention

and address
weaknesses

ACTION

Monitor areas
targeted for
improvement

Sales training

Closing higher
percentage of
deals

More motivated
and efficient
sales team

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OPPORTUNITY

Drive higher sales

conversion rates

SITUATION

Client consistently

losing customers

to #1 competitor

INSIGHT

Primary competitor
over-selling
capabilities

and

using disruptive
pricing to win deals

APPROACH

Conduct win/loss
interviews

to

glean key
competitive insights

ACTION

Adjust sales
pitch to

arm

customers with
the right
questions to ask

when conducting
research

Increase in
conversion rates
after adjusting
sales approach

Revisiting
previous “lost”
opportunities

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OPPORTUNITY

Increase customer
retention and drive

repeat investment

SITUATION

Customer
redemptions

inhibiting future
investment
opportunities

INSIGHT

Customers
want more

communication
and increased
visibility

into the

company and its
investments

APPROACH

Proactive
communication
effort to

increase

transparency and
educate investors

ACTION

Significant web
enhancements

Increased
emphasis on

education to
drive trust

Additional 1:1
communications

Increase in
number of
investors adding
to their original
investment

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OPPORTUNITY

Drive increased
revenues from

long-term client
relationships

SITUATION

Inconsistency

in execution of
engagements

INSIGHT

Clients under
intense pressure
to make

accurate

decisions quickly

APPROACH

Custom C-SAT
program providing

real-time feedback

on engagements

ACTION

Refine and
optimize

operations based
on real-time
results

Increase in
repeat business

Increase in
revenue

Clients

  • Adobe
  • Aruba Networks
  • Clinicient
  • DTI
  • EAI
  • Fortis BC
  • Iovation
  • Island Floor Centre
  • Leitner & Getz
  • Lucid Meetings
  • Microsoft
  • Modulus
  • NECI
  • Portland Opera
  • SAP
  • Symantec
  • Watchguard

Expertise

Video

We develop animated and live-action video for product demonstrations, customer case studies, and educational stories.

Sales Tools

We build the hard-working sales advisors, configuration tools, and interactive widgets that drive customer engagement and leads.

Social Marketing

We craft conversation strategy, design and infographics for social platforms that extend your marketing and build customer interest.

Customer Insights

We learn what your customers need to improve marketing, from purchase and usage through support and satisfaction.

People

When you engage with Ideba, you work with senior professionals. Our consultants have deep experience, specializing in technology, and understand the importance of driving measurable results and ROI.

Meet Team Ideba: Click the LinkedIn icons to learn more about each of us, or the star icons to find out what has caught our attention recently.

David
Sly

President

James
Rice

Digital Experience

Leonce
Gaiter

Strategy/Writing

Sandra
Augustin

Design

Courtney
Jawl

Consulting

Aaron
Baldwin

Design

Mark
Salow

Consulting

Sarah
Doty

Consulting

Lee
Sumner

Research

Thom
Douglas

Consulting

Community

Ideba strongly believes in supporting the communities where we work and live with education initiatives, activities that promote local businesses, and best practices to support the environment.

Making a Difference | A Commitment to Education

Ideba is committed to making a tangible difference in the lives of young learners. We are privileged to partner with JPMorgan Chase and Schoolhouse Supplies to provide classroom supplies to students at Boise Elliot School in NE Portland, and West Union Elementary School in Hillsboro, Oregon. We’re also pleased to provide faculty at West Union with tickets to arts and cultural events, as a “thank you” for their contribution to the lives of young students. We’ve recently extended this initiative to a school in Uganda, and are now cross-pollenating programs between there and Hillsboro, creating cultural and Arts exchange programs between the two schools. As well as providing classroom and arts supplies in Uganda for a full year, we’re thrilled to have provided solar lanterns to every student and faculty member, so that they can complete homework, and provide light to their families at the same time.

In addition to these initiatives, Ideba is also proud to continue its support for the University of Victoria’s Gustavson School of Business, where we provide paid internships as a part of the co-op program, volunteer at mock interview clinics for students and through one-on-one mentorships, and support multiple Commerce Society events throughout the year.

And in New York, Ideba supports several schools in the South Bronx, with class trips to the Metropolitan Museum of Art,

and sports equipment for boys and girls of low income families. In 2014, we worked closely with two world-class soccer players in these efforts – Jesus Navas, who represented Spain in the 2012 World Cup Final, and Bruno Zucculini, captain of the Argentinian Under 21 national team, and one of the future stars of world football.

Interested in learning more, please email davids@idebamarketing.com

Thank you

West_Union_Elementary_SchoolMpondweideba-schoolhouse

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Tel: (425) 638-3797

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