There is a particular kind of panic that happens around October.
Someone suddenly remembers that Black Friday is coming. The team starts throwing around discount percentages. Someone is asked to “quickly” design a flyer. The social media manager is looking for content ideas, and two weeks before the campaign, everyone is asking the same question: “How are we going to get people to buy?”
When your offer eventually arrives, you are no longer introducing yourself to a stranger.
Your Offer Needs to Be More Than “20% OFF”
There is nothing wrong with a discount. The problem is when the discount is the entire strategy.
By November, your customer will have seen “20% OFF,” “30% OFF” and “BUY NOW” more times than they care to count. Another percentage slapped across a graphic is not automatically going to make your offer memorable.
Think about what would actually make your customer excited to buy. Create a bundle, offer early access to loyal customers, add an exclusive bonus or build a limited-edition package.
Your goal should not always be to offer the biggest discount. It should be to create an offer that feels valuable enough to act on now.
Someone suddenly remembers that Black Friday is coming. The team starts throwing around discount percentages. Someone is asked to “quickly” design a flyer. The social media manager is looking for content ideas, and two weeks before the campaign, everyone is asking the same question: “How are we going to get people to buy?”
By then, you are already late.
Black Friday and the end-of-year shopping season are some of the busiest periods for businesses. Everyone is launching an offer, everyone is running ads and everyone's inbox suddenly wants your customer's money.
The brands that have a strong Q4 do not wait until November to start thinking about it. They spend the months before the season preparing their audience, testing their ideas and making sure their systems can handle the attention when it arrives.
1. Start Warming Up Your Audience
Imagine meeting someone for the first time in November and immediately asking them to buy from you because you are having a Black Friday sale. That is essentially what many brands do with their advertising.
During the holiday season, more businesses are competing for the same customers, which can make advertising more expensive. If the first time someone sees your brand is when you are asking them to buy, you are making the sale harder than it needs to be.
Start building that relationship now. Use your content to introduce your brand, educate your audience, show your products and give people a reason to pay attention to you. Build your email and WhatsApp lists, experiment with awareness campaigns and keep showing up consistently.
Your Offer Needs to Be More Than “20% OFF”
There is nothing wrong with a discount. The problem is when the discount is the entire strategy.
By November, your customer will have seen “20% OFF,” “30% OFF” and “BUY NOW” more times than they care to count. Another percentage slapped across a graphic is not automatically going to make your offer memorable.
Think about what would actually make your customer excited to buy. Create a bundle, offer early access to loyal customers, add an exclusive bonus or build a limited-edition package.
Your goal should not always be to offer the biggest discount. It should be to create an offer that feels valuable enough to act on now.
2.
Test Everything Before the Traffic Arrives
Your Black Friday campaign looks amazing. Your ads are running. People are clicking. Then they get to your website and the page takes forever to load Or the checkout does not work properly Or the offer on your website is different from what they saw in the advert.
You do not want to discover these problems when customers are already trying to buy from you.
Use the weeks before Q4 to test your website, checkout process, payment options, customer service and the entire journey from seeing the advert to completing the purchase.
A great campaign can bring people to your door, but your systems still have to let them in.
3. Build Your Q4 Before the Rush
A successful Black Friday campaign is rarely the result of one brilliant flyer posted in November. It is the result of months of preparation coming together at the right time.
At The Kontent Hub, we help brands plan and execute campaigns that go beyond the discount. From campaign strategy and creative production to social media, paid advertising and digital marketing, we help you prepare for the season before the season arrives.
Check out our Campaign survive section to see how we work or book a strategy call with The Kontent Hub and let’s start building your roadmap.
Your Black Friday campaign looks amazing. Your ads are running. People are clicking. Then they get to your website and the page takes forever to load Or the checkout does not work properly Or the offer on your website is different from what they saw in the advert.
You do not want to discover these problems when customers are already trying to buy from you.
Use the weeks before Q4 to test your website, checkout process, payment options, customer service and the entire journey from seeing the advert to completing the purchase.
A great campaign can bring people to your door, but your systems still have to let them in.
3. Build Your Q4 Before the Rush
A successful Black Friday campaign is rarely the result of one brilliant flyer posted in November. It is the result of months of preparation coming together at the right time.
At The Kontent Hub, we help brands plan and execute campaigns that go beyond the discount. From campaign strategy and creative production to social media, paid advertising and digital marketing, we help you prepare for the season before the season arrives.
Check out our Campaign survive section to see how we work or book a strategy call with The Kontent Hub and let’s start building your roadmap.