There are only a few days left until Black Friday, and while many brands are already executing their communication strategies for the date, some have not yet planned their sales actions. Is there still time to place a bet on a last-minute campaign? Digital Marketing and Artificial Intelligence specialist, Camila Renaux, affirms that yes! She shares valuable tips for those who left everything to the last minute but want to ensure their brand stands out on the most anticipated date for e-commerce and retail.
Offer real discountsConsumer confidence is at the heart of any successful plan, especially on Black Friday, when the public is attentive to real discounts and has grown tired of falling for "black fraud." Therefore, to attract attention, you need to reduce the truth values. "Nothing drives customers away more than the feeling that prices were inflated beforehand to create a false promotion. Show transparency and earn trust by offering significant discounts on selected products," emphasizes Camila. You should prioritize clarity in offers and use previous price comparisons to reinforce credibility.
Exclusive promotions for your first purchaseThis is a great way to increase the base of loyal customers, according to the Digital Marketing specialist. A special price on the first purchase can not only attract new customers but also encourage them to return in the future. In addition to the discount, you should build a lasting relationship with buyers through personalized emails and rewards for future purchases.
Coupons and promo codesTo provide advantages and foster loyalty, a simple and effective tactic is the use of coupons and promotional codes. "Consumers love the feeling of exclusivity, and coupons can be the key to increasing sales. The important thing is to think strategically and offer these codes in campaigns that truly engage, such as on social media or newsletters," emphasizes Camila. In addition to boosting sales, they can be a great tool to monitor purchasing behavior and better understand your audience.
Select your dream products and avoid wholesale discountsNot everything should be included in the promotion. "Black Friday is about focus. Choose the products that consumers desire, the 'dream products,' and create irresistible offers," he emphasizes. It is necessary to avoid giving discounts across the entire store, as this undermines the sense of exclusivity and can make your loyal customer feel undervalued. In this way, you also avoid the perception that the price reductions are generic and without real value, complements Camila.
Treat your loyal customer:One of the opportunities often overlooked during Black Friday is engaging already loyal customers. Many brands focus their efforts on attracting new consumers, but they end up forgetting to value those who already trust the brand. Offering an exclusive promotion to this loyal base can have a positive impact, providing them with a sense of privilege and recognition, as well as strengthening the long-term relationship with these customers.
What's new in adsBetting on innovation is crucial. And for Black Friday 2024, the specialist recommends staying attentive to market news, such as the tools proposed by Meta, which facilitate campaign targeting. Advantage+ ads are powered by artificial intelligence and help target more effectively, maximizing results. Another interesting idea is reminder ads, which send product notifications to shopping apps. Also use custom links in ads, which can direct users to different pages according to their interests, optimizing the experience.
Use the dissemination toolsThis is an essential point for promotional alternatives to reach your target audience. According to Camila Renaux, the ideal is to use all available channels: "Newsletter, contacts with loyal consumers, partner influencers, and even WhatsApp groups can be powerful tools." WhatsApp, for example, offers a direct and immediate connection, which even appears to be very close, making it an excellent tool for promoting promotions, exclusive coupons, and quick updates. Facilitate information exchange and keep your clients informed by creating a smooth and continuous communication that involves both old and new consumers.
