Your Last-Minute Black Friday Marketing [2018 Update]
Still, haven’t set up your Black Friday Marketing?
No, we won’t judge!
But did you know that in the US alone consumers spent about $20 billion during Black Friday and Cyber Monday?
If you want to learn how to effectively market your offline or online store over the festive period, take a look at our actionable Black Friday Marketing tricks.
Last-Minute Black Friday Marketing
No time to squander, so here it goes:
Work on a concept with Stock photos
Whatever your ultra-major concept for Black Friday was, and for whatever reason it didn’t fly, here we are!
We’re going to make this work: Jot down all your concepts and ask your design team to help you find these concepts in Stock photos.
To establish homogeneity in your concept and execution, look for the following components:
Focus on your models
Make sure that models in the photos are of the same age and origin as your target group is. This will encourage audiences to identify with your offering.
Add the same filters to all photos
This aims at evoking the sense that they were all part of one photoshoot or of the same concept. Remember that even the way you choose to edit your photos must reflect your brand values. For example, if your brand is upbeat you should choose brighter colors, maybe even consider edits that your audience has a preference for; e.g. rainbow lights, rays of lights, etc.
Get a cool Black Friday logo
To differentiate this campaign from the previous ones, I would recommend getting yourselves a really cool Black Friday logo. Alternatively, add a pinch of Black Friday to your regular logo. This could be done by adding black elements to your logo (e.g. a black shopping bag) or have your logo peek out of a large shopping bag altogether, and so on.
Is your concept not quite coming along?
Sometimes it can get harder to bring to a specific concept to life- in this case, this might be because of the quality of the photos you find or how related they are, whether the models of the photos look alike, and so on.
One way around this would be to transform your concepts into collages or Cubism, etc. In other words, by choosing a concept whose aesthetics go above realism, no one in your audience will bother to dig deeper than that. Thus, they will focus on your message, rather than the execution which will appear as part of the original concept.
Another idea would be to generate a campaign based on memes popular with your audience. Get creative! Try a meme generator that could give you a headstart – here’s one I just made in 3 seconds:
If you are cool for old school, handouts are not a bad idea!
I know this is no game changer, but don’t take it out on me, remember, I was not the one who left everything for the very last minute, okay? Before you hit “go” consider the following:
- You can design these within a few hours’ time either in-house or outsource them to the graphic designers of the printing house.
- They can be printed on the spot and you can have them distributed in the areas nearby. This way you maximize the effectiveness and targeting of your campaign.
- Think outside the box and try different shapes and sizes. I would probably go for a business card size; this way, I could ensure that consumers put the card in their wallet, card holder, or bag, instead of tossing away a larger-than-life handout.
I’m thinking that you can add an extra touch that will attract more people:
Ensure higher engagement by printing a custom (random) code on each of these so that recipients are tempted to drop by. Even if they are not interested in buying anything, they are most likely to drop by and check out your offers or store.
That’s your opportunity: your sales representatives will welcome prospective customers, and then see whether they won something with their code or not.
Send out a press release
Write everything your Black Friday is going to be all about. No surprises, just like Radiohead. Explain with so much detail what your Black Friday event will consist of. This will give you an advantage over your competition who will remain silent to generate buzz.
- Start with what your company does and why it joined the Black Friday celebrations. Don’t forget to mention your contact details, a point of contact, and a short bio for the business.
- Write it in 3rd person, as if a journalist wrote it up for you, and avoid any words that could suggest subjectivity over the matter. For instance, replace “the best in the market” with “a proven track record of the highest sales during the year X”.
BONUS TIP: Look for the Press Release of other players in the industry only after you’ve composed your own. This way you will come up with your personal style in writing a press release and not one that echoes competitors’ styles.
Roll out a last-minute radio spot
OK, quick question, when was the last time you aired a radio commercial on your audience’s favorite music station? Did you make any friends while you were there?
Can you ring up the radio presenters or someone on their team? Reach out to their Public Relations team and try to close yourself a deal.
Ask them to squeeze you in the right show and sign a second deal for when they need a sponsorship. This way, you are highly likely to get a Black Friday last-minute spot, close a second airing, and help out their Sales department.
If this is “no can do”, try to lever your future sponsorships in the best way possible: in exchange for getting you a spot for Black Friday, book a much-needed slot on the radio show or on a collaborating medium of the same group (e.g. magazine, newspaper, etc.)
Ideally, sponsor a “today’s show” and for 3 hours their audience is going to be listening to this “today only” special.
If that doesn’t plan out as desired, you can turn to Facebook and Instagram:
- Advertise on social media: it costs less, it is quite targeted. Don’t blow up the budget, because Facebook tends to underperform with inflated budgets.
- Ask your influencers to post about your Black Friday marketing, on your behalf. Leverage word-of-mouth marketing.
Email Marketing and Automation perfection for Black Friday
Don’t be a snail- try email Newsletter
This is the last-minute chapter of Black Friday for all of us who like to procrastinate or, as I like to say “hit the snooze button” multiple times until you ensure your future self will hate you.
So, whatever idea and marketing concept you get, however short-noticed, if it’s THE idea and it’s worth trying it out anyway, all you need is some basic editing skills to send out your newsletter update. If I were you, I would add an awesome and free email countdown timer to my newsletter.
Be sure to see those click-through rates climb up!
Make it rain with this Drip campaign
If you must set up one drip campaign this Black Friday, this should be it:
From first-time visitors to BFFs
Your website will be overflowing with fashion-hungry or electronics sagas or you name it, from word of mouth, from refer-a-friend, from referral marketing contests, or your promotions online, etc.
If you don’t manage to convert them into customers, you lost them. To lose leads is to lose money; like walking around with holes burnt in your pocket, while shopping like crazy.
So here are (in reverse order) what you can do:
- Set up exit-intent pop-ups, check out OptinMonster or Sumo
e.g. Ask users to sign up to get an extra 5% off for Black Friday specifically.
- Set up an online wheel of fortune pop-ups, as seen in Wheelio
e.g. Engage users by prompting them to spin the wheel of fortune to win a gift.
- Set up product recommendation systems
e.g. Invite users to view products that are similar to the ones they viewed
- Set up a conversational marketing platform, such as Drift or Intercom
e.g. Get back to customers on the spot with these conversational marketing platforms.
From that point on, you can have your customized drip campaigns (see Onboarding or Cart Abandonment for Black Friday) in place to cater to each of the aforementioned cases. The point of entry (that is, the point at which the user chose to engage with you) reveals what they are most interested in. This way, you can craft the respective messages accordingly.
Returning visitors (more than two visits on the same day)
Hold on to all those undecided customers-to-be who are looking for the best offer on the planet and need more time to decide.
To convert them, give them the reassurance that they are looking for: for example, offer to pay them the price difference in double, should they find the same item cheaper with the same offerings. Give them 30’ to grab the deal and never show the pop-up to them again.
Before you race, have Automations in place
Automations can do the work for you but you have to let them; you need have installed the code we provide you with so as for website tracking to work. (If you install it on Black Friday, we won’t be able to track enough customer journeys for you to make the most of the dynamic nature of this supertool.)
Steps to take today:
- Create segmented mailing lists to increase user engagement and serve every segment better.
- Install Moosend’s website tracking code on your site, or get in touch with us (find Live Chat bottom right) and see how fast we get back to you.
- Select your favorite top-performing recipes. Browse all preset drip campaigns.
If you have already set website tracking up:
Loyalty sequence pt. 1 and pt. 2
The first part of this email sequence keeps track of the user actions that matter most to you.
For instance, if you wish to keep track of user purchases in order to reward them for their loyalty later you set up Loyalty sequence pt. 1: The user does not receive any emails during this process; they only get an email from you once they have reached the preset number of purchases you have set. This will trigger Loyalty sequence pt. 2 and the user will receive your email with your reward.
Set up cart abandonment emails
Here, this section opens to a whole article dedicated to Cart Abandonment emails for Black Friday. Thank me later.
Special offer reminder
A great way to re-engage your subscribers who landed to a special offer landing page and left without claiming the deal is with this automation.
This comes in real handy on Black Friday, with all these special offers showing up all over the internet. Claim that first spot in your customers’ minds, achieve top-of-mind awareness.
As soon as users complete their purchases on your eshop, send them a newsletter upselling or cross-selling other items. Match your best-selling products to their best-selling counterparts or competitors.
What happens is that, in Upselling, as soon as customers have completed their transaction, they get an email. This action has been pre-matched to trigger an email promoting the next model of the same company or to urge pre-ordering. In exchange for the switch, upselling offers a discount, free shipping, free after sales service, an upgraded guarantee for less, and so on.
Cross-selling, on the other hand, is when you tie the purchase of a specific product to a number of accessories. Again, the incentive could be a smarter price, lower shipping costs, VIP sales service, and so on.
Onboarding email sequence
This is the real deal. Read on only if you are the neat freak and queen/king of order and preparation. Made up of multiple forks, you can create the tightest onboarding sequence to welcome your new subscribers and show them around your business.
It’s now a thing: Ping!
Handle all these requests and pressing matters like a pro, by forwarding everything to the right person…automatically. “Pingo!”
Did you get a Demo request? Your Solutions team gets a notification and they can get back to the inquiring customer on the spot.
How about a support-related Ping? Automatically forwarded to Customer Support representatives!
Save time with Clone blocks
Clone blocks are one of our favorite tools on the Editor. Thanks to these, we can now design an entire newsletter in a matter of minutes. Why?
Because all the standard elements of every newsletter design (such as the header and footer) can find their place in zero time, allowing you to customize them further if you wish. As soon as you drag and drop everything in, all you have to do is craft your message and hit send.
If only everything in life was as simple as Clone blocks!
Don’t be dramatic- Try Dynamic […Content, pronto]
Combine efficiency with effectiveness with Dynamic Content. Provided that you have already set up the website tracking code we provided, send the most targeted newsletters based on users’ Abandoned Carts or Product Recommendations based on most purchased items, most viewed items, and most selling items.
10 Tricks To Win Black Friday Marketing
1 – From 30 minutes to 1 hour: Design images that clearly communicate the offering
Let’s take a look at a few quick design tips to get this out of the way.
Image: Center a high-resolution photo, or choose a close-up of the product and align it left or right. No right or wrong here.
Copy: Write a headline that is benefit-oriented. For example, instead of “Book this trip now”, go for “You deserve this”, coupled with an impressive photo of a destination.
Call to action: Keep it short, original, and extraordinary. Why write “Get it now!” when you can go for “This is mine!”?
Channel – this will determine the requirements of various design considerations.
Is it a Facebook post/ad? An exit-intent popup? Or a newsletter image?
Stock images: We like using Shutterstock and Bigstockphoto!
2 – It takes less than 10 minutes: Design a newsletter
Designing and sending your newsletter is as simple as 1-2-3:
2. Customize our Black Friday template (or any other template – they are all fully customizable)
3. Add a countdown timer while you’re at it, counting down to the date and time your sale starts!
3 – In less than 2 hours: Schedule 6-8 emails to roll out
Our plug-and-play Black Friday plan for you, complete with content suggestions:
Depending on the launch date of your Black Friday doorbuster sale, we drafted a day-based calendar, rather than a date-based one.
In the last couple of weeks before Black Friday, take advantage of the earlier dates to send newsletters, every other day.
Counting down to your Black Friday start date: 14-10 days before
“Your Black Friday sneak peek, [Name]”
Our secret Black Friday sale starts Wednesday.
Here are a few of the items getting that 80% discount:
Are you in? Tick. Tock.
Save the date: *insert countdown timer on Editor*
“Don’t stay behind, [Name]!”
You can’t stay behind!
Not with these prices!
Here’s one of our favorite items this year: *image*
We’ll keep them coming!
“Do your Xmas shopping for less on Black Friday!”
Just looking out for you!
Spend up to 85% less for your Xmas gifts and steal the show as if you were the Grinch!
Mark your calendar: 10-5 days before
“What’s your Black Friday schedule?”
Start your spree from our fully stocked eshop on Wednesday 22nd.
*insert a high-speed gif, featuring popular items on sale enriched with random inspiration photos from Pinterest – check out our popular post on how to draw inspiration from Pinterest here.
“We’re discounting 120 more items! Oh, yes, we are!”
Stepping up our Black Friday game here!
We are happy to inform you we’ll be releasing 120 of our most viewed and purchased products!
Make emails from this point on, product-category specific. For instance, you can send out
“Our designer make-up, up to 75% off”
So it starts.
*Upload all participating items to a gif!*
CTA: Make up my mind
Repeat for more product categories.
4 – Don’t spend more than 30 minutes: Send out real-time updates, while sales run
Throughout the duration of your Black Friday sale, you can send out real-time updates via newsletter.
Here’s a couple of subject line ideas (also see here):
“These shades won’t be here forev–“
“Omg, I need this!”
Essential: Avoid spam words in your email subject lines
Putting all this time and effort into crafting subject lines only to find out your email ended up to the Spam folder?
No, not you!
Here are four freebies:
- a full list of trigger words for the Spam folder,
- the Ultimate Guide to Deliverability that has the best of everything you will need to get everything up and running,
- and Refine, our free subject line checker – estimate how your subject line stacks up against the industry average!
- 6 More Black Friday last-minute Tips
(Yes, we know you love us!)
5 – Between 30 minutes and 1 hour: Set up 2 quick automation for Black Friday
Do you want to remind those who visited a specific page on your site that the offer is expiring?
How about rewarding those who purchased from you a few more times compared to the rest?
The aforementioned automated workflows are readily available on your Moosend account, where you can customize them on the spot – it takes minutes!
Special offer reminder
Potential customers will be flocking to your website these days – why not get back to them to remind them of your deals while there’s still time?
Head over to your Moosend account> Dashboard> Automations> Create a new automation, and select “Special offer reminder”.
Here’s a quick break-down of the workflow:
To get all the visitors back to your site, set up website tracking and integrate your eshop with your Moosend account.
Set up the automation by heading to our Recipes, our pool of automated workflows, and customize “Special offer reminder”.
Then, leave it all up to the platform.
Reward all those customers who bought a few times
We will be needing two automated workflows from our Recipes, namely Loyalty sequence pt. 1 and pt. 2.
Let us take you through the basics of creating a new mailing list and adding a new custom field, to keep track of the purchases every single user makes on your site.
Then, Loyalty sequence pt. 1 will be increasing the value by 1 for every purchase made by that user, and Loyalty sequence pt. 2 will be triggered for your desired number of purchases, e.g. above 4.
Here’s some backstage action:
Go to Dashboard> Mailing lists> Create a new list:
Add a new custom field as shown below, we also named it “Black Friday purchases”:
Head over to Dashboard> Automations> Create a new automation. You’ll see our list of recipes. This is what we’ll be needing next:
First, select Loyalty sequence pt. 1 :
To customize the lower box, click and choose the following:
That is the end of part 1. Over to Loyalty sequence pt. 2:
To customize it accordingly:
Let’s move on to another 5 Black Friday marketing tricks!
6 – In less than 1 hour: Send a gift card to those who engaged the most with your Black Friday emails
It’s show time and by now you have already launched your Black Friday email marketing campaigns.
To reward your most engaged subscribers, those who have been opening all the emails in the past few days, set up a quick automation.
Trigger: When someone opens a specific campaign (: the last one you sent).
Filter: Filter out those who opened more than 7 campaigns between the past few days (see below),
and, finally, set up the desired action, e.g.:
Action: Send them a gift card.
“Hi, there! You seem to love our newsletters! ❤
Thank you for keeping an eye on us, and here’s a gift card exclusively for you!
Why automate with Moosend?
Email marketing brings you the highest ROI.
Moosend’s high deliverability rates and pricing add value to the time you put in every email marketing action.
With Moosend you enjoy unlimited emails in your subscription plan and full access to all our platform features.
Every monthly or yearly plan on Moosend is subscriber-based, and you are only charged only once per subscriber, no matter how many mailing lists they belong to!
7 – From 2 to 3 hours: Have all your social media accounts join in!
Depending on the channel, choose to post every once in a while counting down to your Black Friday doorbuster date:
- Facebook: Post on your facebook page every second day – Remember: compelling, short copy – beautiful visuals – a direct link to the webpage.
- Instagram: Post sneak peeks, Instagram stories, record live videos: take your followers backstage with actual footage from different departments: order collection, wrapping, etc.
Make sure to communicate the shopping frenzy effectively!
8 – In less than 1 to 2 hours: Give more than your competitors
All your competitors will be advertising their offers and sales. So, how are you going to make your offering stand out?
Walk the extra mile for your shoppers: let them know there is an extra gift to go with every order, or a gift card.
You can also stick to the old-but-gold “Free shipping“!
9 – No more than 5 minutes: Add to your “Thank you for your purchase” automated email
Good things come to an end, but we cherish the memories, right? Before Black Friday fades away, it could extend its benefits over the next couple of weeks.
One idea would be to spice up your “Thank you for your purchase” email, with a Black Friday pass for their next purchase, valid until mid-December!
10 – This one takes seconds: Tracking: Add UTMs
To get the most out of all your actions, you should track the performance of every action, for future reference.
That is, when you share a link on a channel, you can create a separate identity for it so that you can discover where traffic to your website came from.
You can do this with the use of UTMs, and here’s the most intuitive UTM builder.
Once the Black Friday dust has settled, you can head over to Google Analytics and see which links performed better in comparison!
Looking for more inspiration?
Take a look on our Black Friday ideas and play along with our intuitive “Black Friday board game”.
You shouldn’t be surprised to find actionable ideas in our Thanksgiving marketing ideas article.
Also, make sure to check out our earlier post with the most original Black Friday subject lines around.
We create loads of content – let us give you a ring when we post something interesting for you!