Black Friday is like that one day in the year where shoppers expect you to wow them with deals. More importantly, it’s not just about one day of sales – it’s about hooking new customers and retaining them for the long haul. Think of Black Friday as your “big party” where you invite everyone in, show off what you’ve got, and keep them coming back for more.
- Enduring Relevance: Black Friday deals set the stage for your brand’s success across the entire festive season.
- Potential for Huge ROAS: Businesses often see massive returns – sometimes as high as 50x – by leveraging the right ads and offers.
- Lasting Relationships: A brilliant Black Friday deal can turn first-timers into loyal fans.
- Lifetime Customer Value: Whilst you may have a loss leading promotion on Black Friday, it’s vital to have follow up strategies that leverage lifetime customer value to make this an extremely important, and profitable campaign.
The Three-Stage Strategy
Based on the transcript, there’s a simple yet powerful plan that keeps working year after year:
1. Super Deep Discounts
- Why: Offer irresistible prices on a few select items (even at a loss if necessary).
- Aim: Draw in large numbers of shoppers, particularly for products you need to clear out or that haven’t sold well.
- Bonus Tip: Genuine deals are crucial; don’t inflate prices before discounting – it erodes trust.
2. Smaller, Time-Limited Discounts
- Why: Keep profitable items on the table but with modest markdowns.
- Aim: Encourage shoppers to browse beyond the “loss-leader” deals, leading to additional purchases with better margins.
3. Run Ads Over Two Weeks
- Why: A single day won’t cut it. You need to start early so your ads “learn” who’s most likely to buy.
- Aim: Launch campaigns one week before and run them one week after Black Friday. Capture early-bird shoppers and latecomers still looking for bargains.
Q: Won’t I lose money if I offer really deep discounts?
A: Potentially in the short run, yes. However, it’s like handing out free samples at a food market: you’re banking on the fact that once customers taste what you have to offer, they’ll come back for more, and pay full price next time. Most successful retailers focus on:
- Customer Lifetime Value (CLV): One loyal customer returning multiple times often outweighs a single low-margin purchase.
- High-Traffic Hook: Deep discounts act like a magnet, drawing crowds who will likely add other items to their basket.
Fun Fact: According to the transcript, many businesses use deep discounts to shift last year’s stock or items just taking up space in the warehouse. So, you’re simultaneously freeing up inventory and winning hearts.
Q: Why two weeks when Black Friday is just one day?
A: Facebook ads have a 7-day learning phase, meaning they need time to figure out who’s most likely to buy from you. By going live at least a week before the big day, you ensure your ads are dialled in when shoppers enter their buying frenzy. Extending the campaign another week post-Black Friday catches:
- Stragglers who missed the main event.
- Extended deal hunters looking for bargains even after the official sale day.
Pro Tip: Don’t panic if sales dip briefly before Black Friday – shoppers are often waiting for deals to drop. This lull is normal and expected.
Q: What are Advantage+ Catalogue Ads, and why are they crucial?
A: Advantage+ Catalogue Ads let Meta’s AI work its magic by showing your products to the people most likely to buy. It’s like having a mind-reader in your marketing department.
- Automated Relevance: The AI picks out items from your catalogue based on individual user data.
- Better Conversions: Personalised product recommendations often lead to more checkouts and higher ROAS.
- Easy to Scale: As traffic surges during Black Friday, these ads adapt to keep serving up your best deals.
Q: How do I keep new shoppers engaged once the sale ends?
A: Think of Black Friday as your first date – it’s exciting, sure, but you want a long-term relationship. Here’s how:
- Email Marketing:
- Send a friendly welcome email right after Black Friday.
- Offer sneak peeks of future sales or exclusive “VIP” discounts.
- Retargeting Ads:
- Use custom audiences to remind recent visitors about items they abandoned in their basket.
- Show off new arrivals or complementary products to those who made a purchase.
- Exceptional Customer Experience:
- Fast delivery, clear communication, and hassle-free returns help cement trust.
- Happy customers are more likely to leave glowing reviews and tell their friends.
Fun Twist: Picture your Black Friday shoppers as VIP guests at your party. Once they’ve enjoyed the main event, send them home with a little parting gift (like a discount code for their next order) to ensure they’ll want to come back.
Key Takeaways
1. Plan Early & Strategically:
- Prepare at least a week in advance so Meta Ads can pinpoint your ideal shoppers.
- Extend your sale another week for maximum exposure.
2. Mix Deep Discounts & Smaller Deals:
- Hook customers with bargain-basement prices on select items.
- Keep margins steady with modest discounts on best-sellers.
3. Embrace Advantage+ Catalogue Ads:
- Let the AI do the heavy lifting in matching products to shoppers.
- Typically yields higher conversion rates.
4. Build Ongoing Relationships:
- Capture emails.
- Retarget effectively.
- Deliver top-notch experiences to encourage repeat business.
5. Don’t Fake Discounts:
- Customers can spot inflated prices masquerading as deals a mile off.
- Genuine offers foster trust (and trust is everything).
Ready for more digital marketing insights? Explore our other resources on our blog and keep refining your approach, year after year. Master these evergreen tactics, and you’ll be well on your way to making each Black Friday bigger and better than the last. Happy selling!