Businesses view the weekend of Thanksgiving as a chance to
end the year strong and build on the next. Black Friday and Cyber Monday give
companies a unique opportunity to do more than they can in the rest of the
year. If you think sales is the only goal, you are mistaken. This is an
opportunity to build a relationship with consumers, capturing their emails and
giving them motivation and incentive to shop with you for the coming years. You
cannot deny the advantages that this gives you over just making a sale or two.
With so much importance and value put on this big weekend,
you need to make sure that you are marketing the right way. You have some
theories on what will work best but it’s important to narrow that down and set
your goals well before you reach November. So, your goals are to get people to
sign up and buy from you. How do you accomplish this? Each company is a little different, but these
tips are always smart to follow:
- Identify who to send ads to: Figuring out who
your target audience is will be extremely important. You cannot ignore this
because it will cost you thousands of dollars in your efforts and cause you to
miss out on a real opportunity. Who are your usual customers, where can you
find them and how often can you reach them?
- Inform them of promotions weeks in advance:
Don’t wait until Black Friday weekend to send emails and ads. If you want to
make an impact, you need to advertise to your target audience weeks before the
big weekend. Let people know what’s coming up so they can look at the products
you are offering and make their decision early.
- Don’t ask them to wait in line: People do not
like to wait. If you have a physical store you need to try and minimize wait
time. If you do not, or you mainly want sales online, give people a chance to
shop early and let them know that they can get the deals before Thanksgiving.
Why? Because it gives the consumer a chance to buy what they want from you
first instead of comparing you to the competition.
- Remember they are busy: Don’t send one email on
Thanksgiving. Remember, these consumers are doing things like shopping, eating,
sleeping and relaxing. Send multiple emails, reminding them of the great deals
you are offering them.
If you follow these rules over Black Friday and Cyber Monday
weekend you have a great chance of beating the competition and connecting with
a bigger audience.