Last year Black Friday Cyber Monday racked up the biggest recorded online sales in US history…
For American brands, BFCM promotions are a given, but a lot of Aussies are hesitant to jump on a bandwagon that is traditionally focused around the US Thanksgiving weekend.
But listen, that's the point of being an eCommerce brand. Your online store has the ability to cross global barriers and participate in what is set to be another MAMMOTH online event.
Aussies frequently purchase from American stores and have come to expect the BFCM deals. And Aussie brands? You have American customers now ordering your goods who will be patiently prepping and planning to make their purchases during the BFCM event.
This month our bonus idea is the ultimate playbook for rolling out a BFCM campaign for your online store including a promo timeline, strategy planner, checklist and inspo guide 🎉
PS, this was supposed to be a mini guide. But our Creative Strategists cant help themselves, they just get so excited. So congrats! You’ve scored yourself a MASSIVE resource.
People start looking out for BFCM deals in the weeks leading up to the actual event so you will need to plan ahead.
Assess your inventory and what it is you need to move. Pull together a list of items that:
You have a LOT of in stock
You have been struggling to shift
Are super popular
Use the planning template (found in your free downloadable copy of the BFCM Playbook) to start mapping out a timeline of when and where you will start to promote your deal.
Come up with a promo strategy for your store. You’ll want to include the following elements:
- Decide on a jaw-dropper (one super amazing deal that will get people to your site)
- Follow it up with a more sustainabe incentive (a profitable discount across your other stock, a gift with purchase, an upsell…)
- Reinforce the limited time this deal is going to be available (ONLY for BFCM)
- Incorporate countdown timers across your site and special “time is running out” messages throughout your socials and email marketing.
- Do you have a VIP or Loyalty database? Give them first dibs on the offer or an extra incentive.
- Consider promoting your jaw-dropper or a gift with purchase as “exclusive to the first X customers”
- Think about focusing your jaw dropper on a limited edition product with only a small run.
Complete our promo strategy worksheet (found in your free downloadable copy of the BFCM Playbook) to help tie your ideas into a single, seamless campaign.
Tie your BFCM deal together with a creative hook. You are one of MANY online stores running a BFCM promotion so you want your deal to really connect with your target audience and break away from the crowd. Once you know your angle, build the following…
Some key messaging, copy for your social media posts, email newsletters and Facebook ads, plus a witty eye-catching heading for your promo artwork.
Decide on a theme and STICK to it! Repetition is key for memorability. It helps viewers keep you in mind for when BFCM actually hits and will also deliver a really smooth, consistent experience for your customers (which is CRUCIAL for increasing conversion rates).
Design for simplicity, memorability and readability. Just like your colour theme you want this to be really consistent across every element of your promotion.
Revisit that timeline from the planning phase and strategise the more tactical elements of your creative campaign… What will those first few social media posts actually say and do to “build suspense”? What are you going to say in the email newsletter going out the week before BFCM kickstarts?
When BFCM finally hits you are going to be run off your feet, so get all your ducks in a row ahead of time.
Do a quick test of your site to make sure you’re happy with the user experience. Is it easy to use? Can it handle a big increase in visitors?
Set up all of your BFCM bits and bobs. This might include things like promo countdown timers, discount codes, sales banners, special promo landing pages, up-sells, abandoned cart emails, live chat features, exit pop-ups and promo bundles. If you run your online store through a platform such as Shopify, Magento or Etsy they have HEAPS of helpful tools to make this easy.
Make sure you have your Google analytics, heat map, or insights up and running so you can track the behaviour of people visiting the site during your promo.
Clean up your database, draft and schedule all of your eNewsletters for distribution.
Make sure your whole team is across the plan so they can help you manage customer enquiries, troubleshoot issues and keep things running smoothly.
Draft all of your social media content ahead of time including any graphics, photos, videos, banners, and links.
Social Media Advertising
Review your target market and set up custom audience segments ahead of time. Consider A/B testing your imagery or messaging to really make the most of the promotion.
Draft and schedule all of your social media ad placements.
Complete our BFCM prep checklist (found in your free downloadable copy of the BFCM Playbook) to make sure you don’t skip a beat.
Follow your BFCM timeline to build hype around your big event. In the weeks leading up, you should deliver a suite of content across your socials, website and email marketing.
Give people a chance to opt-in for “first-dibs” when the sale starts to help grow your database.
Be on high alert during your promotion to ensure the experience is smooth for all your customers.
Set up a live chat on feature on your website to field the influx of questions you are likely to have.
Make your returns policy clear and simple.
Keep a close eye on inventory levels so as not to disappoint.
Set up some easy to manage workflows so you can easily assist users through their browsing, purchasing, and follow up journey.
Build that database! Make sure you’re collecting customer data from site visitors to increase the effectiveness of your next promo and convert these new customers into repeat purchasers.