Traditionally, Black Friday is the day after Thanksgiving, an American holiday celebrated since 1789. Black Friday marks the start of the Christmas shopping season, and retailers often take this opportunity to heavily promote their company through huge price cuts and sales.
This year, Black Friday falls on 29th November and is closely followed by Cyber Monday on 2nd December. The concept behind Black Friday only exploded in the UK market in 2010 when online retail giant Amazon introduced the idea to its UK customers. This was followed by the infamous chaos when Asda launched a Black Friday sale resulting in shoppers fighting over flat screen TV’s, before Cyber Monday was introduced with an online-focused offering.
It’s fair to say that pretty much everyone knows about Black Friday and Cyber Monday’s offering, but how do you make sure that people know you are hosting an event?
Promote your offer as early as possible
The best advice we give to our clients is to advertise their Black Friday offer as early as possible to get on people’s radar. If not, you run the risk of losing consumers to competitors who have best you to the post.
Make use of offer listing sites such as HotUKDeals and GroupOn. Many consumers will visit these sites to find all offers in one place, so ensuring your deals are on there can boost your sales and brand visibility.
If you are dedicated to hosting a Black Friday event every year, then it’s worth considering keeping your landing page with the offer up all year long to boost your SEO for next year. If your page goes live too close to the time, then it’s going to struggle to rank in the top search results.
Send email campaigns to your contacts
If your target audience is anything like myself then they will be thinking about their Christmas gift list quite early, so confirm to your audience that they can purchase the item they want from you at a reduced rate.
It may be worth considering segmenting your contact list too, particularly if you are a business who offers a service rather than a range of products. You might not want to communicate the same message to an existing client than to a prospective one.
Don’t forget to include a strappy subject line and a call to action button.
Utilise social media
Social media could be your key contender for attracting new customers. Ensure posts are clear and lead the user to the correct page to complete the sale, taking advantage of hashtags including:
Some platforms allow you to create an event from your business page, so get your Black Friday details listed event as a live event and invite people to attend.
Why not send a vote post out asking followers what offer they would like to see available next week to encourage customer engagement?
Structure your event schedule so it’s clear to the consumer
If you are planning an event on a large scale, then provide a clear structure for the day and exaggerate its urgency. This might include a different offer every hour, such as a 50% discount on a particular item or service that is valid for one hour only.
If your event is on a smaller scale, ensure you include clear details of what the offer is and when it can be claimed, reducing customer queries. Always ensure your terms and conditions are clear.
Share its success and consider an extension
Don’t forget to share the success of your event with a round-up of what offers your ran and some impressive statistics that help to show people what they missed out on.
It’s possible that your offer might have been missed by an interested customer, so decide whether it’s worth extending the offer for a week to encourage further sale conversions.
You may remember the massive stunt by Go Outdoors in 2015 which saw the outdoor-gear retail giant close its stores on Black Friday as opposed to promoting a sale, as has done so every Black Friday since.
The idea was to encourage its consumers to spend the day outside rather than at their screen, and although they don’t generate any revenue on the day, their CEO Jerry Stritzke claims that it strengthens the relationship they have with their customers and strengthens their company values.
In that year, Go Outdoors increased their total revenue by 9.3%. Ultimately, the idea behind hosting a black Friday event, no matter how you approach it, should be to increase your brand awareness and boost your overall revenue. Once you’ve carved out your offering and confirmed who its target audience is, use every platform available to you to effectively market your Black Friday and/or Cyber Monday event.