Black Friday: After the Party, the Hangover...

Phew! Together with retailers all over the World, you will be breathing a sigh of relief now that Black Friday and Cyber Monday 2016 are behind us!

This is because the past weekend was the culmination of months of planning to ensure that your websites stayed up, your call centres were able to take the strain and your logistics partners were fully prepped for the deluge. Of course, it will not actually be over until all those parcels have been delivered and all the returns have been dealt with, so it is safe to assume that you will be busy for a little longer yet.

But while you won't have actual numbers for a few weeks, it would only be human for you to be already taking a mental stock of what these two momentous sales days actually meant for your business.

A big shopping party

Early indicators already suggest that the Black Friday weekend was one big shopping party, even bigger than 2015! And even if shoppers continued to shift spending online, with Tamara Gaffney of Adobe claiming Black Friday 2016 dethroned Cyber Monday as ‘largest online shopping day of the year’, in-store spending in the UK was still


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Why You Need To Start Building Up Your Black Friday Sales Channels Now!

 

As we are now officially in Autumn (a.k.a. ‘Fall’ for our US readers), you are probably starting to turn your attention towards this year’s Black Friday and Cyber Monday promotions.

With so much riding on these key sales dates, as well as meeting with your IT team to make sure your site stays up and external courier companies to ensure parcel deliveries, you will be probably also be firming up your advertising budget and deciding on the key messages you want to get across. 

But as well as thinking about how much you can spend on ads, you must start thinking about the communication channels you need to get your messages to the eyes and ears of your target audience. Because, you would be ill advised to rely on paid advertising alone to cut through all the competitor noise and actually reach your potential customers.  What you need is a trusted communication channel that doesn’t depend on paid ads.

First here are some facts from 2014:

  • Kantar Media reported that Walmart alone spent US$70m in TV ads in November 2014 in preparation for Thanksgiving, Black Friday and Cyber Monday

  • Kenshoo found US Paid Search spend


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Exclusive: Black Friday plans from some of the world's biggest brands

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Last year's Black Friday took everyone by surprise. Not only did retail records get smashed faster than a discounted coffee maker being beach-balled around a store by MANIAC SHOPPERS, those retailers who didn't get their plans in place repented the error of their ways by planning a long and fruitful retirement begging for change in the nearest gutter.

No one's going to make that mistake again this year. But, this time, it's not about what you offer customers (uh... discounts, obviously - that's kinda the point), it's about how you're going to make your Black Friday / Cyber Monday event stand out among a million identical campaigns from your rivals. (Hint: that's hulking great banner saying '50% OFF' probably ain't gonna cut it when the shop down the road is already getting some make up that scream '75% OFF', and the big box store across town is seriously contemplating 'ALL THE MONIES OFF!'.)

"When everyone advertises the same message the same way, we're all going to get seriously jaded seriously quickly."

It's kind of a no-brainer that, when everyone advertises the same message the same way, we're all going to get seriously jaded seriously quickly. So the smart money's on


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