Whatever you think that of Black Friday, the buyer stats show that it can’t be ignored. Here are some practical recommendations on the way to make the foremost of Black Friday – including what to supply, the way to plan your event/sale, and the way to market it to your audience.
If you would like to concentrate on the podcast episode on this subject, click on the player at the highest of the post (or subscribe to the Janet Murray Show on Apple – or wherever you hear podcasts). Alternatively, you’ll read the blog post below…
What is Black Friday?
Black Friday is that the day after Thanksgiving – traditionally the day that marks the start of the Christmas shopping season. It started off in brick and mortar stores, but since marketers invented Cyber Monday (which happens a couple of days later), many online retailers run Black Friday promotions over three or four days. In fact, some are stringing it out for weeks at a time.
Why do some people hate Black Friday?
With over 75% of UK retailers now offering promotions, and over 50% of the population getting to spend on Black Friday, through to Cyber Monday, it’s a trend that’s difficult to ignore. But if you’re brooding about running a purchase or promotion, it’s worth remembering that some people are against Black Friday – generally because they feel it represents rampant consumerism and greed.
Does this mean you shouldn’t run Black Friday promotions?
Not at all. In fact, you’ll use it as a force permanently.
For example, the clothing retailer FatFace doesn’t give discounts but does donate to charity on Black Friday. Everlane, another clothing retailer, wont to pack up its website on Black Friday – to form some extent about the necessity for more thoughtful consumerism. Last year, the staff decided to place the profits that they made on the day into improving conditions in their factories in China.
If you’re not keen on the thought of running a Black Friday promotion, you would possibly consider doing something on Small Business Saturday instead (traditionally run on the primary day of December) which is meant to celebrate small, independent businesses and retailers. That way, you’ll encourage people to vary their shopping habits (by shopping with independent businesses) also as generate income for your business.
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How to plan a Black Friday sale or promotion
If you’ve got decided to host a Black Friday sale or offer, here are a couple of ideas for what you’ll offer:
A discount on your products/services
A free gift with every order
A new/limited edition product
Buy one get one free (BOGOF)
A secret/surprise discount (like Secret Hotels)
Flexible returns (try before you buy)
Special deals for existing and former customers
Upgrades for subscribers/regulars e.g. if you run a hair salon, you’ll offer a free head/shoulder massage or styling products with every booking
Create scarcity with a time-limited offer
How to plan a Black Friday sale or promotion
It’s an honest idea to start out promoting your Black Friday offers and deals a minimum of three or four weeks ahead. This doesn’t necessarily mean promoting your sale (people tend to possess short memories) but you’ll start by having conversations together with your followers/subscribers about what quite offers they’d have an interest in seeing as a part of your Black Friday promotion. And if you think your customers/clients could be sensitive about Black Friday sales, ask them what they think – before you invest time and money in creating anything.
Getting started early will assist you to make a waitlist of individuals who have an interest in hearing about your Black Friday promotion/sale and you’ll even offer a further incentive or bonus to those on your roll.
Preparing well beforehand also will offer you time to make content e.g. blog posts, social media posts, email marketing copy for your Black Friday promotion. brooding about a number of the objections people may need to your products or services (or even a Black Friday sale itself) are often an excellent place to start out.
Another thing you would possibly want to think about is partnering with businesses that are closely aligned with yours. So let’s say, for instance, that you simply offer makeup lessons that folks can give as a Christmas present. you’ll partner with an area hair salon to feature during a bundle of hair products or even a free blow-dry. If you’ll pool your marketing efforts, you’ll find it much easier to form sales.
What to try to do during your Black Friday sale or promotion
It goes without saying that you simply should promote your Black Friday sale or promotion across all of your social media channels – and email your list if you’ve got one.
Pro tip: create different landing pages for various social media platforms e.g. LinkedIn, Twitter, Facebook, Facebook groups, Pinterest using software like Leadpages will allow you to live in which social media platforms are converting the simplest for you.