The Keys To The Success Of Your Black Friday Marketing Strategy

Strategies to Increase Sales

Black Friday is the highest-sales day of the year for retailers. On average, internationally, sales increase by more than 700% compared to a regular day.

This date, also known as Black Friday, marks the beginning of the most significant shopping season of the year: Christmas. That’s why consumers eagerly anticipate this day to make their year-end purchases without straining their budgets too much.

Although originally an American tradition, retailers worldwide now take advantage of Black Friday to implement their best marketing strategies and extend this period of high consumption beyond the holiday season.

Many businesses start offering special deals even days before the anticipated date and continue driving this sales boom through another promotional event, Cyber Monday, which is celebrated the Monday following Black Friday weekend and focuses on online shopping.

In 2020, Black Friday will be celebrated on November 27, and Cyber Monday on November 30. Additionally, in Colombia, there will be a VAT-free day on November 21, aimed at stimulating the national economy following the coronavirus crisis.

Thus, this year more than ever, we will experience a massive wave of commerce that neither businesses nor customers will want to miss. Amid the inevitable uncertainty brought by the pandemic, people are eager to secure a traditional Christmas, which includes all their holiday shopping and gifts.

Ensure your business’s sales as well with these key tips for your Black Friday marketing strategy.

Build Anticipation

96% of people are familiar with Black Friday, but most don’t know the exact date it takes place. Send advertising campaigns to invite your customers to stay tuned for your deals and discounts, clearly highlighting the date.

You already know that many consumers are ready to take advantage of the promotions on this day, so let them know what you have in store and give them the opportunity to save their money for your offers. You can use the countdown technique to trigger the fear of missing out (FOMO) among your customers.

Please Segment

Create personalized offers and different types of promotions based on your customer segments. You can classify them by their average spending, gender, age, the products they consume, and any other variables you consider relevant to send them offers that closely match their tastes and interests.

Besides being essential for the effectiveness of your marketing strategy, a tailored benefit will make your customer feel special and motivate their loyalty, encouraging them to buy even more from you.

Prepare for the Competition

On Black Friday, it’s best to offer the biggest discount possible to clearly convey to consumers that if they don’t buy that day, they’re missing a great opportunity. However, if you can’t compete on price and want to stand out among the many deals available, offer something different!

Be creative. You can provide additional services like delivery, gift wrapping, product repair or exchange, or extended warranties. You can also offer benefits for other seasons, exclusive discounts, early access to new product lines, events, and more.

Do the same with your advertising. Highlight why customers should choose you over the competition, beyond just pricing. If you’re using black—the signature color of the occasion—make sure to do it in a unique way that sparks customer curiosity and aligns with your brand's personality.

Reward Your Loyal Customers

There’s no better time to treat your buyers with special benefits, and why not do it in a unique way for your loyal customers? They’ll show you their loyalty in return.

Create exclusive offers for customers who are part of your loyalty program or launch a referral campaign where they earn rewards for spreading the word about your business to their friends. A person is four times more likely to make a purchase when a product is recommended by a friend.

Stand Out

‍Ensure your customers have the best shopping experience. Make the process easy for them—from searching for or viewing your information to post-sale interactions—and show them you’re there for them, even after they’ve spent their money with you.

Provide them with a fun experience. Organize games to promote your social media channels as part of the rewards or, if you’re aiming to drive foot traffic, host exclusive activities for customers who visit your physical location.

Use All Your Communication Channels

Your marketing strategy should include communication through various physical and digital media, tailored to each customer segment.

Keep in mind that most consumers today are always connected to their smartphones. Email marketing, mass SMS campaigns, and social media are essential tools for your advertising campaigns.

Promote Cross-Selling

Take advantage of the occasion to boost sales through cross-selling. For example, if you’ve already attracted customers with a great discount, invite them to purchase more by offering a complementary product or service to enhance their initial purchase.

Don’t Lose Customers

A solid marketing strategy for Black Friday will ensure significant sales growth during the season, but what happens afterward?

Promotions and discounts are great for boosting sales, but they are temporary and unfortunately do not guarantee the sustainability and growth of your business. Additionally, there are savvy consumers who hunt for deals but aren’t willing to commit to your store. ☹️

Did you know that while approximately 60% of new customers don’t return, it’s five to seven times more cost-effective to retain an existing customer than to acquire a new one? The key to growing your business lies in customer retention and loyalty… But how?

The easiest and most effective way to achieve this is with a loyalty program. It not only motivates your customers to buy more but also provides you with the insights you need to improve customer relationships.

If you’d like to learn more, request your first free consultation with Leal, the fastest-growing customer loyalty network in Latin America. With Leal, you can implement your own loyalty program using an online platform that offers tools for your marketing strategies, advertising campaigns, customer service quality improvement, and more.