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When to Prepare for Black Friday - Part 2

Posted by Richard Bueckert on Sep 22, 2022 8:15:00 AM

Welcome back to our continuing week-by-week glance at preparing for a Black Friday promotion.

SO last week we discussed setting our promotion goals. This week let's talk audience.

September 27 to October 8: Choose the target audience for your promotion

With your goal in mind, create the “Black Friday Offer” that’s going to get you there.

Let’s say you’ve got excess, stale inventory...

 

A BOGO deal resonates well with the Black Friday crowd and will help you clear out that excess inventory.

A good example was years ago (ok, it was decades ago – yes, I’m that old) when I worked in my parent’s powersports business, Ski-Doo did a “Buy A New Non-Current Ski-Doo And Get A Second Ski-Doo At Half Price” promotion on snowmobiles. It was unprecedented in the industry and cleared out pretty much all the leftover inventory from the previous winter.

 

If you’re trying to entice new buyers to your business, a low-dollar offer (also known as a tripwire) is a great way to get people in the first time so that they can experience all that you have to offer. Then, if your service was better than their current provider, a great follow-up system makes it easier to upsell customers on bigger-ticket items later.

 

We have a dental client that uses Black Friday to sell a “$297 Bridal Party Teeth Whitening Package”. They whiten the entire bridal party so everyone has nice white teeth for the lucky couple’s wedding photos and, because the dental practice has a very efficient follow-up program in place, most of the bridal party converts to new patients that get regular hygiene and other dental care for the next several years. This translates to tens of thousands of dollars of business to the practice!

 

Just remember…

 

When you decide on a promotion, you’re not ready to promote it yet. First, you need to identify the target audience for your offer. Hint: You want to be like the dentist that just targeted future brides. Your target should not be “everyone.”

All your marketing efforts are most effective when you focus on one specific ideal customer, patient, or client. When you consider the person’s demographics and psychographics—the attitudes and emotions that drive their purchase decisions—you’re crafting messages that best speak to their specific goals and challenges.

 

Need brainstorming ideas? Get a complimentary 15-minute strategy session with Richard Bueckert HERE

 

Topics: traffic, Business Plan, eLaunchers Traffic System

 parthiv shah

 

Are you one of the 99% of small businesses who are spending money on marketing but unhappy with results & ROI?

I can help you establish controls and measurements so you can know, understand and MEASURE what is working and what is not working in real time. In one hour I will help you identify your KPI (Key Performance Indicators) and connect all your digital marketing assets (website, social media, finance) to a digital dashboard and a mobile app so you can track and measure everything going forward in real time.

 

 

 

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