Content:

Do you need Black Friday?

Black Friday is a great opportunity to earn money and get additional, hidden benefits. Its main plus is no need to create a stir around the offer, and this is a real opportunity to save on advertising. The tradition and annual activity of the media will do it for you. About a month before the start of the period of big discounts, literally everyone begins to prepare for it. At the time of preparation, potential buyers collect money and search for sites with the most interesting offers for themselves.

Another important advantage for business is significant sales growth. According to analysts, on average, within the framework of Black Friday sales level takes off at 619 %!

The additional benefits of organizing Black Friday include:

  • Getting rid of intended products
    Even by selling such goods at cost, the entrepreneur benefits - he frees up the warehouse for new products and gets the opportunity to return the money for a more profitable investment.
  • Increased sales in non-season
    The most important benefit for companies that work with seasonal goods or services.
  • Medium check size increase
    Despite the decrease in the value of the commodity unit, the total amount of the check increases.
  • Effective planning
    Buyers are ready to wait if they receive a discount for waiting, but the company will be able to unload some of the employees by distributing their working time.

This is only part of the possible benefits that an entrepreneur can get through Black Friday. The main thing is to prepare everything correctly.

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How to organize Black Friday: 3 questions on the road to success

What to sell?

Before the final offer is formed, it is necessary to decide which goods / services you can make a lossless discount and with maximum profit. Since for two types of business - online stores and companies providing services - the options are different, consider them separately.

What to sell online store:

  • All products with the same discount
    This option is not suitable for all companies. It all depends on the products sold, pricing features and the benefits that the entrepreneur wants to achieve through the promotion.
  • Discounts on all products up to -90 %
    The main word is “before”. The size of the discount on various goods may vary, but at least one of them should cost 90 % less than usual. Be sure to put the “-” sign in banners, it attracts special attention and affects the buyer's subconscious, enhancing the effect.
  • Cost-of-locomotive product
    As a “locomotive”, prepare an initially inexpensive but popular position. He will attract the attention of buyers, and you can make money on the sale of related goods. 
  • Discount for gift certificate
    Gift certificates in themselves are a profitable sales tool. They serve as an idea for a gift and attract a new audience. In addition, about 20 % of them are not used, which means net profit for the online store.
  • Product Kits
    The promotion is good when the goal is to increase the size of the average check and get rid of not the most popular goods. The discount is not given on specific products, but on the set collected by the seller. The main thing is that the goods in it logically complement each other.
  • Maximum discount on non-chodic goods
    The main benefit is getting rid of the intended products, releasing shelves and receiving money for the purchase of more popular goods.
  • Purchase discount on a specific amount
    The meaning of the action is to motivate buyers to spend more, in return having received an increase in the discount.

Place the most promising products in terms of sales in a conspicuous place, as well as on the main page of the online store. Plus, add information on when and how Black Friday will go: promotional offers, discount size, operating mode, delivery times, etc.

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What to sell to service companies:

  • Discount for service in the future when paying today
    Set a time limit during which the client will be able to use the service. So you can plan your busyness. 
  • Discount coupon
    When ordering a service during the Black Friday period, the client receives additional benefits - a discount on the future order in the form of a coupon. Benefit for an entrepreneur in the interrogation of services and “burned” coupons.
  • Discount for gift certificate
    Gift certificates work equally effectively with both goods and services, bringing the same benefit:
    • new customers from among the recipients of the gift;
    • savings due to certificates that were not used;
    • gratitude to the buyer for solving a complex problem with making a gift.
  • Additional service as a gift
    In this case, the bonus is the main attraction of the order element. He motivates for the purchase of another, not the most popular service. The gift should be of maximum value to customers and require a minimum of costs from the company.
  • Product as a gift for service
    The main thing is to choose the right gift. He must:
    • be directly related to the service provided;
    • attract attention and really make you want to get it;
    • require minimal costs from the seller.

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Who to sell?

The peculiarity of the sales period is the super-heating audience and an incredible number of promotional offers. Attempts to attract new customers during the state of emergency are the main business mistake, which leads to exorbitant spending on advertising and minimal income.

Buyers, subscribers, site visitors - all attention to them.

How to sell?

There is 9 effective advertising methods. We recommend combining them or even using all the options. They do not require large financial costs, but they will take enough time, so get ready for Black Friday in advance.

  1. Mailing letters
    Do not send letters manually from your mail. For this, exist special mailing services. So you can avoid blocking your account and getting into spam.

    If possible, in each letter, contact the recipient by name. A personal offer is always more “chains” than a general mailing list.

    The series of 3 -x letters works best:
    • 2 days before the start, so that the buyer can prepare in advance, choose an interesting product for him and plan the costs;
    • on the day of the promotion in 8 - 9 in the morning;
    • 5 hours before the end of the promotion - we remind and “achieve” an almost finished buyer with the last opportunity to receive benefits.

      All letters must be kept in a corporate style: the user must immediately understand whose offer he received.

      пример письма email рассылки black friday

      To increase the number of contacts in your database, for 1 - 2 weeks before Black Friday, install bright banners on the site and an email subscription form to notify you about the start of sales. 

      дизайн интернет-магазина к черной пятнице таймер
       
  2. SMS mailing
    When sending mobile messages, you should adhere to several rules:
    • use special services for mailing (Alphasms, SMS.ru, etc.);
    • register an alpha name for the identification of the sending company;
    • think over a short but capacious message: the entire text should fit in 1 sms;
    • send no more than 1 - 2 messages.

      SMSs often remain unread. Therefore, we do not recommend that your emergency campaign limit itself to this information option.

      текст sms рассылки на черную пятницу
       
  3. Messengers (Viber, WhatsApp, Telegram)
    Messengers are popular and actively read by users. In addition, with their help you can send a much more detailed message than in SMS. Here you can use images.

    The advantage over email mailings is that notification of a new message comes instantly to a smartphone, that is, a much larger portion of the recipients will see the offer immediately.

    It is also worth using not a personal number for sending, but special services working with messenger specialists. 

    пример текста рассылки в viber на black friday
     
  4. VKontakte and Facebook Groups
    When preparing a post, you must adhere to the rules:
    • focus on creating an attractive picture;
    • tell us about the reason for the sale, giving it the role of a beacon, and the benefit to the user;
    • at the end of the post should be call to action;
    • be sure use trigger urgency, and set a time limit;
    • Remember to add a clickable link to the site page with a complete description of the offer.

      Another way to attract customers on Black Friday is to make a special promotion for those who reposted and signed up for your page. 
       
  5. Voting IVR
    Not the most popular with users, but a fairly effective way to attract attention.

    IVR allows the distribution of the voiced proposal. Here you can offer a choice - to use it or refuse. An additional message gives another chance to hook those users who refused.
     
  6. Remarketing
    The task is to prepare the most complete database of contacts of users who visited the site from external sources. To do this, pre-install on each page of the site pixels tracking events and conversions from Facebook, as well as the Google AdWords remarketing tag. 
     
  7. Banner advertising
    The brighter, more interesting and more spectacular the advertisement looks, the more likely it is to attract the attention of buyers. If there are difficulties with creativity, we recommend using online graphics editors with ready-made themes and templates, such as Crello or Canva. Or find original ideas in the search for Google and Yandex, and fine-tune them for yourself.

    оформление магазина к черной пятнице пример
     
  8. Black Friday aggregators
    With their help, for a very sane price, you can distribute information about your offer to a huge number of buyers in the database of the aggregator. These are thousands of contacts collected over the years of the system. An ideal option for fairly young companies that did not manage to develop their own base, but are ready to make an interesting offer.

    Агрегаторы Чёрной пятницы картинка
     
  9. Buying posts
    Find groups or pages on VKontakte, Facebook, Instagram social networks manually and arrange for advertising of your goods or services. To reduce time costs, you can use special services to buy posts, for example Sociate.ru.

    сервис Sociate для покупки постов

Basic Marketing Rules on Black Friday 

Important rules that work both for online stores and for service companies:

  • Shares cannot be combined! This will lead to a focus on the target audience;
  • Do not deceive customers: caught on the fact that the discount is only a trick, and the buyer in fact has no benefit, you can forever get a bad reputation;
  • Offering discounts on Black Friday, do not greed. Potential buyers before purchasing compare prices for the same or similar goods / services on different sites. Your offer should be at a competitive level, not lower;
  • Creative attracts attention and highlights the offer among others in isolation from dry numbers. An interesting, original, memorable banner can be valued no less than a solid discount, and working with it will bring maximum benefit.
  • When developing banners and texts on a site in honor of Black Friday create a sense of urgency and scarcity - These are great marketing tools that encourage users to purchase.

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All ideas for Black Friday should be attractive, interesting and beneficial for the target audience. Only in this case will they work and bring benefits to the company.

How to prepare the store for Black Friday: choosing a good day to sell

Black Friday is not only Friday. The sale period can and should be increased. The effectiveness of this approach has already been tested by thousands of stores and confirmed by millions of buyers. 

  • "Clean" Thursday
    Starting the sale a day earlier, there is a chance to get money prepared but not yet spent on profitable purchases. The audience is already quite heated. Many cannot wait for the start of discounts and, afraid not to have time to buy something very necessary at a good price, decide on a “bunning move” - purchase before the start of bulk purchases.
     
  • Black friday
    The most active time of sales. Buyers have long been accustomed to discounts on this day and in the morning begin to storm the sites of companies that sell goods and services interesting to users. Usually links to the desired pages are saved in advance, at the height of the PE, buyers purposefully go where there is what they need in search of the best price.
     
  • Weekend after PE
    Most often, stores extend stocks for the whole weekend. Those who, due to employment or slowness, did not have time to purchase what they planned, often take the opportunity to calmly arrange the purchase on the weekend. According to statistics, the number of sales on post-Friday days is slightly lower, but they also reach a very impressive level.
     
  • Cyber Monday
    On this day, sales are noticeably less than in previous days. But statistics indicate an interesting effect: the income of companies on cyber Monday exceeds the results of the main day of discounts.

    Having the opportunity to take the last chance, buyers are often ready to spend even more on the goods that cost less the day before, just not to miss the discount and not regret it all next year.

    пример баннера на киберпонедельник

Conclusions

The long-term tradition of organizing Black Friday has long spread beyond Western countries, conquering the hearts and domestic buyers. Among them there are both supporters and opponents of the day of discounts. But the results of the mega-sale indicate that this time allows both buyers and sellers to get the maximum benefit for the whole year.

Knowing exactly what to do on Black Friday and how to prepare a site for it, you can also spend this holiday of discounts with incredible benefits for yourself and your audience.

Do you shop on Black Friday?