The weekend of Black Friday and Cyber Monday is always one of the biggest events of the year in terms of retail shopping. This is true of both in-store and online sales. In fact, research indicates that Black Friday online sales in the United States alone reached approximately $7.4 billion in 2019.
Of course, 2020 sales will no doubt look quite different from previous years because of the COVID-19 pandemic that's swept across the globe. Nevertheless, it will still be possible to have a successful weekend in terms of cyber sales. By starting your sales promotions early, providing consumers with previews of what you're going to offer, and being transparent, you'll be able to enjoy significant profits from Black Friday/Cyber Monday marketing.
Getting a jump on your sales promotion is one of the most critical ways to achieve success on the weekend in question. Amazon is a case in point. The company always sees huge success with its "Prime Day," in large part because of their advance advertising. Look for ways to emulate Amazon according to the capabilities and resources of your business. For example:
You'll also want to make your upcoming offers the centerpiece of your marketing efforts. By providing previews of special deals, you'll be able to grab the attention of your target audience and encourage them to participate in the event.
There are a number of ways to deliver previews to your consumer base. For instance, you can run TV commercials, place OTT ads, or bid on digital ads to maximize exposure. As an example of this, a clothing retailer can highlight items from its upcoming 60%-off cyber sale in addressable OTT ads weeks in advance.
Understandably, many people may be wary of venturing out to shop at brick-and-mortar locations. Some consumers may want to avoid large crowds at all costs, for health-related reasons or other considerations.
To downplay such concerns, it pays to be transparent. Let your target audience know exactly what to expect should they visit your store. For example, mention the safety precautions that your company has implemented, such as social distancing requirements, or restrictions on the number of guests allowed inside at one time.
In addition, your consumers may feel that they're going to miss out on certain deals if they don't visit the physical location. If that's the case, share the specifics on which deals are in-store only, and which ones can also be accessed over the Internet. (In fact, you may want to consider offering the same deals online and in-store.)
By following the strategies discussed above you'll be able to enjoy a profitable Black Friday/Cyber Monday weekend despite changed circumstances. In some areas, you may even see a better return! Of course, partnering with a reputable media partner can help you to maximize your marketing ROI as you plan for the key retail event of the year. With an experienced team at your side, you'll be able to hit your mark and reap the benefits of your ad spend.