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Black Friday, eh? That glorious (or dreaded) time of year when every brand on the planet screams for attention, and consumers are primed to throw their money at deals. But with so much noise, how do you make sure you’re not just another shout into the void? Our digital marketing director, Jack, explains all. Buckle up for his quick guide to Black Friday marketing!
Build your database in advance
We all know Black Friday marketing is a battlefield, and trying to get noticed amidst the chaos can be harder than finding a parking spot on Christmas Eve. Paid Social and Email are your secret weapons here. In our experience, these two avenues are the perfect pairing to build interest and drive a generous return through the BF and Christmas period. Running lead generating (lead-gen) activities allows you to build an engaged database subtly up until your promotion begins.
Got a month before BF? Perfect. Start offering early access or even better deals for those who sign up in advance. Meta’s lead-gen ads are cheap as chips (seriously), and while you might get the odd lower quality sign-up, you can purge the lists in the new year based on campaign performance. Plus, when the time’s right, you’ll have a warm audience ready to hit the “buy” button, instead of a bunch of cold leads who barely know your name.
Respect your loyalists
It’s easy to get carried away during Black Friday. Audiences are in purchase mode and will jump at the chance to grab a deal, but this doesn’t mean you should risk p*ssing off your loyal customers with rock-bottom discounts. Consider a tiered discounted approach. Maybe offer your top-tier buyers a sweet GWP (that’s Gift With Purchase) or an exclusive discount that makes them feel truly special. Let them know they matter, and you’ll keep them coming back long after the Black Friday marketing buzz has faded.
Consider the long-term impact
Black Friday might feel like the marketing equivalent of a gold rush, but have a think: Do you really need to join the fray? Are you a seasonally rich business or do you operate well all year round? Is running a heavy discount in November going to cripple your revenue figures in December/January/February? Maybe not, but it’s worth considering the knock-on effect of discounting too heavily for a short-term gain. Cash flow has left the chat.
What are your competitors doing?
You don’t want to follow the crowd blindly, but knowing what your competitors are up to is important. Keep an eye on their promotions, their tactics, and their messaging. If everyone else is slashing prices, maybe you could take a different approach.
Why not focus on offering added value instead of just cutting prices? For example, highlight your standout customer service or offer something unique like free consultations, exclusive bundles, or a VIP experience for top customers. You could even offer early access to deals or a loyalty reward for repeat buyers.
Get creative and make sure your campaign isn’t just about saving money, but about why they should keep coming back long after Black Friday.
Save the planet?
Ok so this may be a stretch, but it’s worth noting that, during November Black Friday, deliveries will produce over 430,000 tonnes of greenhouse gas emissions. To put that into perspective, that’s the equivalent of 435 return flights from London to New York, or the weight of 61,308 elephants. Grim, right? Why not take a stance on this? You could, for example, pause trading for the Black Friday weekend. Likelihood is you won’t lose revenue, you’ll just get it later in the year. Again, think about your loyalists who’ll come back no matter what. And why not make this a PR moment for a non-financial gain, but a brand gain?
Summary: Black Friday marketing is about smart strategies
Black Friday marketing doesn’t have to be a mad rush of discounting chaos. Be smart, be strategic, and take care of your loyal customers. Whether you’re building your database early, considering the long-term impacts, or using the opportunity to make a brand statement, this is your time to shine.
And whatever you do, don’t forget to have a cheeky peek at what the competition’s up to – just to make sure you’re staying one step ahead. Happy Black Friday prepping!
If you want to learn more about how to market your business for Black Friday, or any time, just get in touch below.
Let’s talk…
