Post on 14-Jan-2017
Hey retailers, we get it.
Black Friday is a big deal for you. Here are 10 steps
to make this Black Friday your most successful yet..
Spread the cheer. Make more cheddar.
20% of Black Friday shoppers actually start shopping
in September. Get your game plan in place and
promote your products early. The last thing you want
is for your specials or events to find your customers
after they’re already over! Think out your strategy
now, and ensure you have ample time to
communicate to your core customers before the day
actually arrives.
Is your Black Friday bunker stocked?
Adroll reminded their customers to think of their ad budget six months before the end of the year. It is never to early to start thinking ahead!
Steal it: Adroll’s Christmas in July Blast
Did you know that 68% of adults in the US now own
smartphones? That’s a huge chunk of your customer
base that has the capability for mobile browsing and
shopping. And roughly 25% of all purchases will be
made on mobile by next year. It is definitely worth it
to consider expanding into mobile marketing if you
haven’t already. These numbers will only continue to
grow, so don’t be left behind!
You used to call me on my cell phone….
Sephora promoted their Black Friday deals to their loyal following exclusively through mobile on their app.
Steal it: Sephora’s App Only Black Friday Preview
Learn from your numbers. The more responsive you
are to your data, the better your campaign will do.
Whether those numbers are as simple as last year’s
Black Friday sales and traffic data, or as complex as a
full Google Analytics suite, make sure to keep your
data top of mind not only for Black Friday but
throughout the holiday season. Track this year’s
numbers, too! Next year’s Black Friday campaign will
thank you.
Maybe over analyzing isn’t such a bad thing…
Under Armour’s Holiday Gift Guide used consumer data to serve up only the most relevant deals to each of their website viewers.
Steal it: Under Armour’s Holiday Gift Guide
There are a few uses for your social media
accounts on Black Friday: customer engagement,
advertising deals, and posting information. Deals,
of course, are the main factor driving sales the
week of Black Friday, so capitalize on that by
pinning your best deals to the top of your Twitter
profile. Finally, lots of buying = lots of customer
support. Make sure your customers can reach you
on social media.
Get out there. Be a social sensation…
Kohl’s got loads of social engagement when they used a live broadcast integration as a launch pad for a week-long Twitter trivia contest.
Steal it: Kohl’s Black Friday Twitter Trivia
Clocks usually inspire a sense of urgency.
Judicious use of countdowns across multiple
platforms including email, social, and website can
certainly give your customers a sense of FOMO
(fear of missing out) on all of your deals and
promotions. If you have specific deals going
throughout the day, try counting down to each of
them individually as well.
Tick. Tock. Tick. Tock…
Autozone had a bunch of flash sales that were released throughout the day. They built urgency and anticipation with a counter that showed viewers when the products sold out
and counted down to the next promotion.
Steal it: Auto Zone’s Flash Sale Countdown
Guerilla marketing has been in the spotlight quite
a bit recently. There’s been a renewed interest in
physical, experiential marketing as a counterpoint
to the sometimes impersonal tone of the digital
revolution. Some of the best examples capitalize
on humor or shock value to advertise, inform, or
entertain. Use this to drive your brand awareness
and potentially advertise any promotions or
events you have for Black Friday.
Think outside of your digital box…
Dyson gave their most committed shoppers a well deserved break in their warm up tent outside a Best Buy in Chicago on Black Friday. Employees even held customers spots in
line while they enjoyed some hot cocoa.
Steal it: Dyson Black Friday Warm Up Tent
Remember the 80/20 rule? 80% of your business
comes from 20% of your customers, and those
customers should be thanked for their loyalty and
dedication. Consider doing a special preview event
or exclusive after-hours for your best shoppers. Or,
perhaps extend Black Friday deals to them early.
Keeping these customers engaged and returning will
benefit you both in continued sales but also their
testimony about your business. Happy customers tell
others, and others trust their word of mouth!
“You loyal.” -DJ Khaled
Nordstrom invites their best shoppers to special VIP shopping events. This is a great way to show appreciation, but also make some money from their serial buyers.
Steal it: Nordstrom VIP Shopping Parties
While it may be hard to compete with some of the
deals of the major discounters, you can definitely
have something they don’t: ambience. Creating an
event around Black Friday shopping, serving drinks
and hors d’oeuvres or having live music is a great
way to pull in customers who are disillusioned with
the chaos of the big box stores. Your elevated
atmosphere will attract the kind of long-term
customers you need to build and grow your
business.
Feels over deals…
Downton Charleston rounded up their most notable businesses and held an event on Black Friday where deals took a back seat to food, fun, and a gathering of the
community.
Steal it: Christmas On King Street Black Tie Optional
Millennials are spending nearly $200 billion a year as
a cohort, and who wouldn’t want to tap into that kind
of market? Millennials love authenticity and
convenience, so consider ideas like mobile-only
deals, online order and in-store pick up, or heritage
and “throw back” products. Tap into their love of
nostalgia by highlighting your brand story and
history, and capitalize on their need for digital by
giving them exclusive deals they can access from
anywhere.
It’s low key lit, fam…
Old Navy launched their holiday campaign Cheermageddon with short, funny videos. Young people loved their hilarious nature and their easily digestible format.
Steal it: Old Navy’s Cheermageddon
Keep in mind that while Black Friday may be a day
for deals, consumers are still searching for value over
price. By providing value-added services such as
complimentary wrapping, live music, food, private
shopping events, and mobile optimization, you are
ensuring your ability to compete with even the
mostly steeply discounted products, and you are
building brand awareness and customer loyalty
along the way.
Money can’t buy everything; most things, but not everything…
Portland gave shoppers a reason to check out and support local businesses with a city wide shopping event featuring a raffle. The more businesses shoppers visited, the more
times they were entered into the raffle. Fun!
Steal it: Portland’s Little Boxes Event
However you choose to participate in
Black Friday, keep these tips in mind to
maximize your marketing ROI, increase
brand engagement, and encourage
loyalty from your customers. Do you have
any other tips to share for a successful
Black Friday? Let us know in the
comments!
Check out our other holiday resources.