Black Friday is now a staple of the yearly retail calendar (together with Cyber Monday and Double 11 Singles Day), a time when brands across every sector can boost awareness, drive customer engagement, and most importantly, boost their year-end sales figure.
Considered by many as the official start of the holiday season, Black Friday is an ideal opportunity to get in front of your target audience and put up your promotional flag in the eCommerce mountain.
While Black Friday is indeed a prime time for brands looking to stand out from the pack and boost their sales, it is also a really saturated space. To make a real mark this Black Friday, it’s essential that you meet the needs of your customers head-on in a way that’s authentic and original. Offering a deal or discount and hoping for the best this shopping period will only get you so far. To maximise your sales and grow your brand fan base, aiming to stand out from the pack is the only way.
Black Friday marketing trends
By getting to grips with emerging consumer trends, you can leverage the right channels or touchpoints to your advantage. Here we’re going to explore some essential Black Friday trends while offering practical marketing tips or takeaways for your brand-boosting consideration.
1. Customer loyalty incentives
Did you know? 52% of consumers say that loyalty programs are one of the main reasons they choose certain retailers or brands.
The customer loyalty scheme is a potential promotional force. Such schemes or programs give consumers a perceived level of personal value that can transform a one-time purchaser into a repeat buying brand advocate.
Creating a dedicated Black Friday loyalty scheme signup landing page or email that incentivises customers to commit for early access to Black Friday deals, you will grow your audience in advance of the big day
The approach will not only ensure you earn a healthy number of Black Friday sales, but with droves of new loyalty scheme customers at your fingertips, you will increase engagement during your Christmas and New Year marketing campaigns. That makes an excellent return on investment (ROI).
2. Themed campaigns
To develop a themed campaign that stands out from the pack, you should focus on your strongest marketing channel or touchpoint and focus on delivering a strong hook that will resonate with your audience.
If you’re a sustainable clothing brand, for example, you could use ongoing environmental news and campaigns to create social media ads or Black Friday product selections based on the latest conservation-related news or topics.
Or, if you sell tailored running shoes, your Black Friday campaign theme could hone in on the power of personal endurance and individuality — offering a free trainer consultation and purchase discount to those looking to level-up their year-end training goals and efforts.
Rather than over-complicating matters, you should focus on one or two of your most engaged channels and focus on standing out with a concept or theme rather than relying on discounts alone to help you attract the hungry Black Friday shopping hordes.
Take the time to consult your buyer personas, look at the most popular products in your niche, and hook customers in with good digital copywriting and imagery design that grabs their attention while highlighting your deals or discounts with strong call-to-actions (CTAs).
3. Immersive mobile experiences
Immersive technology adoption is on the rise and many industry executives believe that 5G will be its biggest drive across industries over the next couple of years. Immersive mobile experiences have become increasingly popular. By placing consumers at the heart of your brand narrative and offering an extra layer of interaction, you can build trust while offering personal value.
Many big retail or e-commerce brands are using immersive app technologies to create virtual walkthroughs of their store or products, so that customers can interact with them virtually or gain a vision of what an item might look like in their personal space (home, office, storefront or business reception).
By working with an immersive third-party app and giving your customers the chance to get up close and personal with what you have to offer this Black Friday, you will cut through the noise and earn more conversions.
Incentivise different segments of your audience to engage with your app or campaign with the deals and product recommendations, and you’re likely to boost sales while inspiring customer loyalty.
Other brand-boosting tips for Black Friday sales
Now that you know how to stand out from the pack this sales season, you’re probably raring to go. For an additional shot of inspiration, here are some quick-fire bonus tips:
- Launch an early bird or designated weekend pop-up shopping experience with pre-booked slots or appointments. Exclusivity sells, even more during mass sales periods.
- Team up with influencers in your niche to boost brand awareness and help your deals or discounts travel further.
- Run a social media-based Black Friday contest or competition to drive interest and engagement leading up to the big day.
- Host an exclusive, by-invite-only virtual event where customers can ask questions and interact with your brand and gain access to more exclusive discounts on selected products.
To cut through the noise on Black Friday, consider the specific needs of your customers and deliver content that offers more than a deal or discount alone, to increase your chances of gaining an edge over your competitors. Engage your customers with original marketing approaches and you will enjoy brand boosting value and customer loyalty long after the end of the sales and festive season.
Get your digital marketing plans sorted out with I Concept
This Black Friday, it’s time to prep up and go big on your sales. Need some help with digital marketing? Then get in touch with I Concept Singapore, your choice creative agency Singapore, for the right assistance.
We have years of experience in helping companies with social media and digital marketing, planning and implementing successful campaigns for your familiar and favourite brands. With an understanding of your business needs, our team of experienced strategists and designers will assist in creating a fully functional website best suited to your brand. Contact us today.
