Nail Your Next Holiday Campaign: Goals, Offers, and Results

1. Slay your Seasonal Campaign: Poured your creativity into your work. And when it comes to selling it, well, that's when things get messy. And during your special season, that one time of the year where campaigns really matter to you, it's even more important than ever to get it right. It could be Black Friday, it could be the holiday season. Any season or campaign that really speaks to you and your craft is one day you want to cherish and make sure that it's working for you. The real question is, how do we do that? Well, my name is Fab Giovanetti, M market is the author and founder of marketing school. This short mighty class, we're going to simplify your Black Friday and holiday marketing planning, thinking about clarity, strategy, and action. We'll start by helping you define your campaign goals. We're really building offers that align with your business, your audience, and what you're trying to achieve. We're also going to map those goals to Smart seasonal offers. So that your creativity feels purposeful and promise actually land to the right people. They are looking for what you have to give. No matter what the season is, promotion can feel really heavy and we want to find a way together to make it fun, engaging, and valuable for you and your audience. Finally, we'll talk about how to measure what worked. You can learn, improve, and feel confident doing it all again next year. This class is perfect for creative freelancers and even small business owners and marketers, especially if this time of the year is your time to shine. We are going to build together is a Seasonal Campaign Playbook, a plan that outlines goals, offers, content, and timeline, and you can use to track success again and again for many, many campaigns to come. I want to build a system with you and processes that you can learn once and repeat again and again. So if you're ready to build a campaign that works as hard as you do, and I know that you do. Then let's get started to build the best seasonal campaign out there yet for you. I will see you in class. 2. Set your Goals: If I gave you an unlimited budget for your Black Friday campaign, what's the first thing you would do? Would you run Facebook ads, send an email every day for a week, hire an influenza? Well, most people jump straight into tactics. If you don't know exactly what you're trying to achieve, who you're speaking to, or where the most likely to listen, you're building your campaign on literal guesswork. So if Black Friday as a concept doesn't resonate with you, that's okay. Think of this course as a way to reframe it, not just as a weekend of discount, but an opportunity to amplify others, maybe support courses you care about, and approach the holiday season differently. Whether you run a Black Friday campaign or not, the principal tactics and examples we cover will help you design promotions that are intentional, creative, and built to last. In this first lesson, we're slowing down so that we can speed up later. Many of our students have taken the strategies you learn. Apply them way beyond Black Friday from holiday seasons to Valentine's launches, summer promotions, and even community events starting out, we're going to get crystal clear on three things before we even touch your offer. The goal your Black Friday campaign is working towards, the audience you most want to reach, and the channels where you can connect with them most effectively. Imagine you're planning a road trip on a new destination, a great city break. Most of the times you will want to pick the destination first. You might end up planning where you're going to eat, where you're going to stay, and the things you can experience along the way. After all, it's the first time you're going to go to the city and you've never been be. You put everything to the chance, yes, you might explore and discover hidden gems. But without that clear destination and plan, you might just waste time, energy, and even investments, not really finding the best experience. Yes, as I said, there might be interesting things along the way, but you might just get really frustrated and not want to go back to the city. Friday Campaign is not different. Your destination can help you make the most of your experience. It might be revenue boost, clearing out all stock, launching a limited type product, or even create a high ticket sales push. Maybe it's audience growth. Use it to build your email list, increase social followers, or grow even your SMS list ahead of next year. Some people use it for brand awareness to get more eyes on your name and message if sales isn't the primary metric right now. Maybe you want to fundraise for charity, highlight a sustainable pledge, or run a give back campaign, or you focus on attention. You want to reward your existing customers and keep them loyal. Remember, your goal should be tailored to where you're looking at going in the next quarter. Which of these statements best describe a retention focus goal for your Black Friday Campaign. My goal is to acquire 100 new email subscribers by 30th of November. My goal is to have 30% of loyalty program members make a repeat purchase during our early access VIP sale. Or my goal is to sell FT units or new product within the first 24 hours of the launch. Option B is the one that really focuses on retention driven goals because it focus on obviously existing customers and encourages them to make a purchase. You can create your own retention goal using a very simple template. My goal is to have a number of percentage of existing customers make a repeat purchase between a start date and an end. You might be wondering, though, which goal is right for me? It's really important to think about three things. What happened in the past quarter, where you want to go by the end of the year. Is there any quick win that you can tap into for your Black Friday campaign? These are three powerful elements that you can look into when defining your goal. You don't always have to go for revenue boost. Can you actually make your Black Friday campaign work for you? If so, which out of these five different type of goals would work for yourself? Are you not sure just yet which one to go for? Sometimes the actual destination is clear. Other times, it's still a bit muck. So as always, we're coming to the rescue. If you're still not sure yet, then we're going to help you pick one goal that fits your campaign and focus by filling the worksheet that we have attached to this lesson. Just write one short sentence explaining why this goal matters for your brand. It will help you identify where to go next. Black Friday is my favorite time to spruce up my skincare cabinet and I love to go back to brands that I trust and love. I want you now to imagine a skincare brand that you have been a customer for, let's say, up to three years. You spend over 500 pounds on the products, commending them to all of your friends and even posted about them on social. You genuinely love what they make. Black Friday arrives. You wake up to an email from them saying special offer for new customers only 40% off your first purchase. Now later day, go to the website and see the same messages everywhere. New customer get 40% off. There's nothing for loyal customers like you. Nothing. How would that make you feel if you overlooked devalued? This is why the brand can work so hard on attracting new customers. But why is it giting the people that supported them for years? Meanwhile, your friends who never bought from them before decides to try them because of that discount. Once she gets a better deal than you have had despite your years of loyalty. So you can feel like if only this brand sent you a special ema with a discount for that one moisturizer that you buy and repeat every single year, you would have jumped on that opportunity on blindfolded, right? So what do you think is the most helpful way to define your audience for an offer driven campaign? Look at the favorite platform. There goes a challenges on their stage in your funnel. If you pick C, you're right. When it comes to this type of campaign is all about the customer journey more than anything else. This is your reminder if you're trying to speak to everyone, you end up connecting with no one. You want to think about the different audiences you have, your loyal customers, the super fans that already buy from you, your new prospects, the people that know you a little, but haven't bought, and even lapsed buyers, the people that bought before, but haven't returned in months. These different groups will respond to different messages, and it's important to decide which ones you're going to tap into for Black Friday. Loyal customers want early BAP access or an exclusive bundle. New prospects might need a story that shows them why you're different from anyone else, especially right now in the midst of the chaos. So can you think of three ways that you can adapt an offer to these three audiences? And which audience would you choose for yourself right now if you only had to pick one for your Black Friday campaign? Now, a few years back, I worked with an agency helping a brilliant cook who had two big things to promote for Black Friday, her in person cooking classes and her brand new cookbook. She did what most small business owners do when there's a big shopping weekend, and it comes round very fast. They put everything on sale, and they post across every platform they could think of even tried to talk to everyone at once, and the result was a lot of noise, but not the kind of sales she wanted. When I was offered to jump on a project by the agency, we stripped it back. I suggested choosing one primal goal. For example, in this case, it was filling up the next three months of classes and then segment her audience. So we had local foodies that we could focus on the classes, and we still tapped into the wider online following for the Cookbook. The most important thing though was to match each offer with the right channel. Instagram and local Facebook groups to the classes and their email list for the Cookbook. The campaign became a lot simpler, more focused, and way more profitable. Simply shows the right channels constantly, and that's what happened because her messaging was more relevant. She sold more books than she had the year before. Even if this wasn't the main goal. I find that this is where most marketers get tripped up. They try to be everywhere for everyone. But if you want a Black Friday campaign that actually delivers, you need to be intentional, especially when it comes to holiday season and Black Friday. You want to ask some questions again and see whether the answers are changing. For example, where does your audience already spend time at this time of year? Which platforms can create strong content for consistently over this type of season and which channel aligns best with your Black Friday go? This is the last piece of the puzzle. Focus only on one to three channels for your Black Friday campaign. Master those and you will actually have better results over time. Say your most active social platform for awareness and engagement is social media. Well, email can be great for conversions and relationships, usually, building with engaged leads and customers. Whereas you can use partnerships for credibility and reach on a new launch. I want you to write down your top channels for this campaign, and then on each one, note why is the right fit based on the audience that you decided to go for and your goal. Hopefully by the end of this lesson, you can start mapping out one clear goal, at least one defined audience segment for your campaign and one to three priority channels. This is going to be at Friday Foundation. Every offer story, and ad you create will build on these choices. We don't want you to build a campaign that tags everybody or that does everything. We want that campaign that actually aligns with what you're currently doing, the goals that you're going for, and the lessons that you have learned about your audience. In a time of year where there's a lot of noise and everything is very crowded and potentially overwhelming, you want to align with the way to give value and also enrich the experience of your audience, not just trying to push something for ROI sakes. What are you going to do? If any of the answers is not clear just yet, once again, go to your worksheet, answer the questions. This will help you identify your goal, your audience, and your platform. Good luck. I cannot wait to see how you can implement this next in our next step. 3. Define Your Offer: Of these Black Friday offers best matches a sustainable fashion brands value. Could it be 20% of repair services and free mending workshop with purchases over 50 pounds or maybe 70% of all the products with next day delivery to boost sales volume or buy one get you free on all clear design teams to move all stock quickly. Guess what? A is the correct answer because this offer encourages customers to extend the life of their clothes through repairs and learning, which perfectly aligns with a sustainable fashion brand. The idea is obviously to reducing waste, which works incredibly well, even on Black Friday. If you think about Black Friday deal that recently caught your eye as you were scrolling, and you got one in mind, it probably wasn't just a discount. It might have been the way that the brand made you feel, the way that it tapped into what you want to do and how you want to invest your money. Maybe it was a clever twist that you cared about, or the sense that this offer was going to be good for you and not just anybody with a credit card. Also, it's important that we understand that the offer for any kind of promotion, especially holiday season promotions, it's so important because it needs to do two things at once. Yes, it needs to drive sales or tack into the goal that you have in the short term, but also this should strengthen the relationship that you have with your audience for the wrong goal. It's not just about the goal you have for this campaign, it's about the relationship you build afterwards. Get it wrong and you might make a quick sale, but chip away at trust, which is the most expensive asset you can lose. How can we do that when it comes to this type of campaign? The harsh truth is that Black Friday or any kind of holiday season campaigns can tempt even the most vallet brands to run office that don't feel like them. So you can have a sustainable cookware slashing prices by 70%. That can actually undermine the buy less better messages that have been sharing or. Or maybe you have a primum coche product that runs last chance every sale every single year. Your clients will see straight through it and the urgency might lose its power. As it is straight where lying to your customers. There are brands like DCM. I don't know if you know them, but they did something very interesting for the Black Friday campaign. The skincare company that is behind the ordinary has been doing something interesting for the past couple of years. In fact, they've stepped away from the one day friends ternly and they replace it with something called slow vember, a month long, 25% discount across all products. The slower pace was trying to encourage conscious consumption, giving shoppers time to decide whether they actually need a product, rather than just obviously rushing to buy just in case because it's only a weekend only offer. Black Friday itself, they even went down to close in the physical stores and sales altogether instead they hosted special events like live music, fashions, and even art workshops. They wanted to make a strong bonding statement by building community and still driving sales, but without compromising on the integrity of their brand. This is a macro example, but I wanted to remind you that when you offer alliance with your values, a few things may happen. One, you can attract customers or clients who are more likely to stay. Two, you're reduced by remorse and urgency and formal, which means you're going to have fewer returns and cancellations as well. But also importantly, you reinforce the band's promise that you've been building all instead of breaking it for just one weekend of sales. Here's another example from 2021, the fashion Brian Ribbon actually encourage customers to skip buying new stuff entirely for the Black Friday. Instead, they suggested second hand or sustainable alternatives. This approach was great because it positioned them as true leaders in the constant consumption space. You can do this with anything. It's really a brilliant reminder that offers don't always have to mean slashing prices or doing new things. You can actually be creative and do something different that aligns with how you want your customers to feel and once again, repeating myself, the goal that you have identified and decided for your Black Friday campaign. Guess what, I've got something to help you to decide which one is the best Black Friday offer for yourself. Truth is that you're going to have to overcomplicate things. One year, in an anti Black Friday move, writer and entrepreneur Karen True run a Black Friday sale, but he donated all profits to charity. Yes, all of them. It's one thing to know your hot for should align with your values. It's another to actually do it and check that. It does it when you put it out into the world. It is a great statement. This is why there are different things you can do and a little help from a four framework can come think about this as your offer checkpoint, it will build a filter that you can run any idea through to make sure that it serves your customers and your business or your marketing without undermining your brand. Theise four Rs can help you test whether an offer is truly ready to launch or if it's aligned with what you want to do. And if it doesn't pass all four, then you can refine it as you want. The first one is relevant. That's the offer that you want to push over real need for your target audience right now. You can tie it to the season, maybe a trending problem or something that your customers have been asking for. For example, our homes office store can offer a winter productivity bundle with a desk clamp. Economic chair cushion and insulated mug. Return, will this deliver enough value for both your customer and your business? Yes, we have to think about this because a great deal isn't great if you lose too much margin or recover. It's really important to think about the fact that yes, you are also trying to make your offer more aligned with your values, but it also has to be justifying the effort that you're going to put into a big campaign like a holiday season campaign or a Black Friday. Think about responsibility. Does this reflect your ethical, social or environmental values? Align this offer with causes or production method or promises that you made to your audience in the past. Once again, if a clothing brand offered a discount on organic basis and planned a three purchase, the fourth point is resonance. Does this specific offer connect emotionally as well as logically, especially in the holiday season? Because people buy with their hearts and yes, they choos to fight with their heads. But especially at this time of year or any time of year, there's a big promotion in People also want to think about how they're feeling. A great example could be the following. A family photography studio could offer a discounted generation session to capture extended families over the holiday season. I want you to take the current Black Friday idea and run it through these four Rs. If you hesitate to give a confident is to any one of them, maybe it's time to refine it so that your offer can be the best possible one. If you need a bit of help to think about more offers and how they could work, well, let's go back to some fresh ideas. Your offers passed the four Rs and now you need to choose the right format. For example, you could do something like Ikea did a few years back when they invited the customers to return used furniture to store credit. Turning Black Friday into an opportunity for reuse and sustainability. Refrained consumption as circular, it tied into the products and proposition of the brand in a seamless way, especially during this very hectic holiday season. If you're an individual, a creator, or even a sas marketer who also wants to step away from the traditional Black Friday offers or narrative, you can take a leaf out of Step Smith with an anti Black Friday campaign. Hear me out. She discounted her course early well before Black Friday, then raised the price by $5 each day. Doubled it on Black Friday. This was interesting because he flipped the usual last minute discount script and early birds were actually rewarded. They wanted to build urgency and she did it without fake scarcity and the pricing mechanic became the story. Ama sucker for bundles and gift sets. Is a great example of combining products or services into a package that solves a problem. Or create a complete experience, especially in a time where people are looking for gifts for others. For example, a plant shop bundles could create a bundle of two house plants, a decorative pot, and a winter care guide. Perfect for your plant loving friends. So your customers save a little, but the value is also in the curation as well. Or a language tutor could offer a free group conversation session for both the referral and the referee during the Black Friday campaign. This is a great example of referral awards, which I love. Reward existing customers from bringing in colleagues and friends during Black Friday. I also love a gamified offer, where you make buying fun through mystery boxes, price draws or tier discounts happening only during Black Friday. For example, an R supply shop can sell mystery packs of sketchbooks, pens, and paints for a specific price. Think about Black Friday as a time where the inbox is overflowing with discount codes. Every band is slashing prices, screaming for attention. Then there's Allbirds. The sustainable footwear brand reimagine Black Friday entirely with a powerful story that captured headlines and hearts alike. I don't know if you heard about this story, but in a ball campaign called Break tradition, not the planet or Bird did something different. And yes, it's something that has been remembered. They actually raised their prices when everybody else was cutting them. What they did is that for every purchase, they added one pound to the price tag. And then match it with another one pound from their own pocket. Why did this goes? Well, all these proceeds went directly to Friday's for the future, which is Greta Gudbegs youth led crimate movement. This wasn't their first countercultural Black Friday move either. In fact, in 2019, they closed all UK stores during the shopping frenzy, offering free educational workshops. Instead, it was all about consume consumption. A very specific time where everybody else was doing the opposite. So all birds turn what could have been just ano sale into a statement about their values. Which is why I think it's so important for you to take the time to think about your Black Friday or holiday offer really, really thoughtfully. Doing this in advance and thinking about how can you make something that makes a statement is going to strengthen the relationship with your own customers or clients. Now, how about you can identify the best Black Friday offer for yourself? Go back to the primary goal that you have from Lesson one, choose one or two offer types, maybe from the list above that I gave you that could achieve that goal and then run them through the four Rs filter. You want to refine it until you have an offer that you'll be proud to run even if it wasn't Black Friday. Because up next, we're going to have to build all the communications and conversations that are going to happen online in your preferred channels. Yes, the ones that you picked on Lesson one. 4. Measure the Efforts: Say you work for a homeware store, and historically, they measure Black Friday success purely by the cash you brings between Friday and Monday. The following January, instead of going quiet. You suggest sending a reset your spacema to everybody who bought storage items during Black Friday. You're going to offer 50% off matching products to complete the set of what they actually bought. So not only they got a second wave of sales, more customers might join your loyalty program and stay engaged afterwards. Why? Because you actually tapped into what you had at Black Friday and you make sure they didn't end Black Friday. The way you measure success should actually reflect the fact that things will go ahead beyond Black Friday. If you watch our email strategy workshop in Module two, you remember that post Black Friday emails or Black Friday actions can keep the momentum going. It doesn't mean that you have to do it straightaway. It can even be a couple of months ahead. Yes, if you skipped the email marketing workshop in that module, please go ahead and watch it. It's a goodie. Truth is from Taylor product recommendation to ten key messages, anything that can spark connection and trust, it's important. But how do you know what you should do? Also, how do you know what has worked in your strategy? Let's step back from the sales dashboard for a moment because I know it's easy to get fixated on how much you sold during Black Friday if sales was your main goal, but that is just one piece of the puzzle. If we only look at revenue, we're missing the bigger picture. Especially if our goal was more about retention or even brand awareness. You want to look at all the momentum that your campaign created, all the new doors that you have opened. Want to know how your campaign really performed, is a three step audit that you can run after Black Friday. First of all, we're going to look at engagement. Yes, I want you to have a look at posts, emails, and ads. Which ones got your people talking? Check out any saves, shares, comments, and even click throughs. You want to identify the themes, the formats, and the timing that really clicked with your audience. Then we are going to review your growth data, I promise. We are going to identify how many new people came into your world during that camaign. Doesn't just mean sales. I'm talking about email subscribers, social followers, or members joining your online community. Then we're going to dig a bit deeper. Which channels brought the best quality sign ups? That's absolute gold for the next year's planning. You want to look at how many people converted and yes, you want to jot down the numbers, which, yes, we do have a template for that. But you also want to identify where conversion really happened. Finally, the big question is, did your Black Friday shoppers come back? Is where you can look at rep purchase, maybe loyalty sign up or even subscription renewals that happened during this campaign. If you campaign run with a cause, measure what happened because that's where you can share afterwards how much money was donated, how many trees were planted, how much plastic waste was collected. These numbers are going to make your audience and your team and yourself feel proud and it's something that you can share online too. These are some of the metrics that I like to keep an eye on. Engagement. Did your content get people talking? Once again, shares, saves comments, post, look at all of this and also obviously email kick through. Audience growth, how many new folks how in your community, whether it's email sign ups, social followers or community members. Then cause impact. If you run a campaign with a cause, how many donations came in or projects got funded? Retention signals, our customers sticking around. Go back to repeat purchases, loyalty sign ups, and subscription renewals throughout the campaign. When you track these alongside just generic revenue, you got a full picture of your Black Friday IRI. As you're reviewing your efforts, it's important to also make space to identify what you want to repeat the next year. Yes, I know. You want to make sure that you know what's worth changing. This is really about thinking about everything you put in, your team's time, your own time, your marketing budget, your mental energy, your resources. You want to look at this against all the outcome, both financial and non financial. What's the real cost benefit balance when it comes to what you've done? Look at different promotional channels, different content types, and partnerships and spot where your efforts really made a difference. Which specific investments paid off the most if you had to identify just one. If you could only keep one part of your campaign for next year, what would it be if you had to strip it back? Just as important, which tactics or channels ate up resources without delivering much in return. When you answer these questions honestly, you won't build a smarter approach for next year. You will know what to do again and what to stop doing. And this is so important. The real winds often show up in the weeks and the months after your campaign. Whether it's new customers sticking around, stronger community connections, and even the courses that you help moving. The time to audit review, and answer these questions and identify at least one change that you can make ahead of next year, whether it's adding, removing or simplifying. Have a look at that and run your own audit before you identify how to repeat all of that you learn and to maybe reuse some of the best things across different seasons in your business. Because let's be honest, all this work should not only come up to a once in a year event. 5. Your Notion Playbook: November, the marketing leader for Black Friday campaigns finds themselves in the same situation. Black Friday is a week away. The marketing team is frantically digging through folders, trying to find last year's ad creative, rewriting email sequences from scratch, guessing which influencer codes even worked. It's not that past campaigns weren't successful, but they were not capturing how you pulled them off. Every year is like reinventing the wheel with the clock ticking. The turning point comes when you build a Seasonal Campaign Playbook. Inside, you can have the best performing creatives, key metrics, lessons learned, step by chop checklist and deadlines for each role. That's what a playbook does. It saves you time, keeps your best ideas alive and makes each seasonal campaign stronger than the one before. Think about your playbook as an archive and a blueprint, where you can make your life easier every single year. That's what I would put in it. First of all, they campaign over you. Start with the big picture. What were your goals? What office did you run and were you targeting? It sounds basic, but we did it together, you just want to make sure that you have this handy to look at next year or for the next campaign. Then you want to make sure that you have your performance highlights. You know, all the things that we talk about engagement rates, subscribers, purchase repeats, and the impact that you caused. The good thing about it is that we actually have done an audit that you can use and make sure that you get back to every single time. Look at it ahead of your next campaign and know which actions you want to take or changes you want to make. Another thing that is worth talking about is creative assets because you want to make sure that you have any ad creatives, email templates, landing page copies, social posts that work best for next year, making a noise of any touches, line of CTAs that got people clicking. These details are goal for the following year. And then my favorite workflows and timeline. Who did what and when? Map out the task, the deadlines, and responsibility, and flag any bottle necks so you can fix the next time. This is very important, almost as important as pulling up your audit again and just looking at the last lessons that you learned. Make sure that you look at what are the things that you want to do and change. And finally, if you have a campaign structure, a messaging framework, or a format that really deliver it, make sure that you save it for next time. You can adapt it for Valentine's Day, summer sales or even Giving Tuesday. Inventing the wheel. Remember, this is a resource that you future yourself will thank you for. The one that means that you start next year's campaign already a few steps ahead. And the beautiful thing is that you can adapt it for different seasons. According to what we talked about in this lesson, what is the most untapped superpower that you can use when creating a Black Friday campaign? Is it offering the biggest discount you ever run? Running as many ads as possible to cover all the different audiences, or is it reusing the shruck to float the lessons from your campaign or promotions throughout the year? I know this was cheeky, but the correct answer is definitely S. The real power of a well run Black Friday campaign is that it can become a blueprint for success of any other promotion. This playbook can be for anything because you might not even want to use Black Friday or do it ever again. Whatever you decide to do next year, maybe it's a slower, more cultures campaign in December or skip it altogether and just push in January, that is completely fine. The point is that this playbook is adaptable. You can use it for any campaign, even small business Friday, given Tuesday, pre Christmas gift pushes, day or January sales, whatever aligns with your values. And actually how you want to do things. The important thing is that you look at the high potential moments in your calendar, whether, as I said, is a spring launch or an industry specific event, and take this playbook and reuse it again and again and again. First of all, make sure that you keep the bones and change the skin. You can reuse the campaign structure that served you well, but swap the team, the direction, and the offers for each season. Then you make sure that you match the obviously holiday season campaign will lean into maybe warmth and connection and generosity, but any other campaign might actually have a different type of thing and a different type of connection that you want to build. As importantly as everything else, your audience might be in a different space depending on the different time of the year. When it comes to different platforms or even different places you're going to be, make sure that you identify which channels you want to focus. Don't forget to bring forward your wins. Look at your Black Friday audit one more time. What worked well? What can you bring into a new campaign and refine with new context? The more you reuse and you adapt, the more you build better campaigns in less time and your stacking experience assets and results. Over the last three models, we looked at building strong foundations for your campaign, creating offers that align with your values and stand out, especially during a very noisy time. Use partnership, social, and even email to build anticipation and trust. Measure what really matches so you can capture the winds and use them on every season of campaign every single year. When you plan with intention and execute with creativity and measure with curiosity, you're building momentum that you can use all year long. Use Black Friday or holiday season as a personal lab. Take what you can learn and apply it to the next time that you're actually going to show up online. You want to make sure that you build a strategy that you can reuse again and again. Hopefully, we're giving you the worksheets and the tools as well as the knowledge for you to do this and put it into action. This short course can be taken again and again and again for any type of campaign that you're on, especially seasonal ones, because you can keep it fresh and relevant. As always, I cannot wait to see what you come up with and the simple playbook that you created for yourself. But until next time, never stop learning because practice makes progress, classes dismissed.