5 Tips to support your marketing strategies for Black Friday

A strategic opportunity for entrepreneurs, sales and marketing teams, Black Friday takes place on November 29 and promises an increase in sales results compared to last year. According to a survey by Wake, made in partnership with Opinion Box, about 66% of Brazilians plan to make purchases during the date.

The event is not just about discounts, but involves the creation of intelligent, creative and results-focused campaigns. With so much competition in the digital market, preparing in advance and using efficient tools is essential to ensure success.For Marcell Rosa, sales specialist at CleverTap, digital marketing platform specializing in user retention and engagement,“ is not enough to offer the best price. Brands that create a personalized experience, which anticipate the needs and desires of consumers, are ahead of the competition. Understanding consumer behavior and using this intelligence to create targeted campaigns makes all the difference”. 

According to Marcell Rosa, there are 5 essential steps to succeed in sales during Black Friday.

1. Start your campaign as early as possible

Although Black Friday officially happens in November, the race for consumer attention begins well before. Marcell Rosa recommends that companies start working on their campaigns a few weeks before the date.“The modern consumer is increasingly informed and selective. Those who begin to engage their audience before the big event manage to cultivate a relationship of trust and ensure more expressive sales”, he comments.

Marcell's tip is to use this anticipation to build a personalized journey.Use emails, social networks and push notifications to remind the audience about the products they are interested in and offer valuable content that keeps the brand on the radar.

2. Do not focus only on the discount, offer value

Although Black Friday is synonymous with great discounts, Rosa warns that the modern consumer values more than just low price: “Brands need to focus on creating value. This can be done with free shipping, exceptional customer service, exclusivity or partnerships that add to the shopping experience”. He points out that in addition to discounts, it is interesting to think of exclusive gifts, promotional packages or loyalty programs that make the customer feel special. Creating a sense of urgency with limited campaigns can also be a great strategy to increase conversion.

3. The mobile experience cannot be overlooked

At Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales that day. Therefore, having a mobile-oriented strategy is not only an advantage, but a necessity. “O mobile is at the center of the consumer journey. Brands need to ensure that their websites and applications are optimized for a fast and fluid experience. Nothing pushes a consumer away more than a slow website or a complicated buying process”, Rosa warns, investing in those that use push notifications, SMS and even dedicated applications can ensure greater conversion and engagement during the event.

4. Use data to create smart targeting

Segmentation is key to creating successful campaigns. Instead of launching widespread offers, Rosa suggests using data and artificial intelligence to understand user preferences and behavior.“Marketing platforms such as CleverTap allow brands to analyze consumer behavior and create campaigns based on accurate data.This allows brands to deliver the right message, at the right time, to the right audience.”

Pink indicates that personalized offers, based on purchase history or items customers have recently viewed, are more likely to convert. This helps optimize return on investment (ROI) and even increases the post-Black Friday retention rate, creating a lasting bond with the consumer.

5. Measure, adjust and continue & the work does not end on Black Friday

According to Rosa, one of the biggest pitfalls is believing that the work ends at the end of Black Friday.“The tracking of results and the adjustment of campaigns are key to ensuring that sales continue post-event.Brands that continue to communicate in a relevant way with their customers after Black Friday tend to have a higher retention

Use the weeks ahead to analyze what worked, tweak Christmas campaigns, and build loyalty to new customers.“A Black Friday is not just about the day itself, but about how you use this event to grow your long-term customer base”, Rosa concludes.

With Black Friday consolidating as the leading retail calendar sales event, it is crucial that entrepreneurs and marketers develop well-planned, data-driven, customer experience-focused campaigns. Anticipating, customizing offers, investing in mobile, and maintaining the relationship after the date are essential strategies for not only increasing sales, but also winning consumer loyalty.

“A Black Friday is a marathon, not a 100-meter dash” race, points out Marcell Rosa.“S Success goes to those who understand the customer and create a unique and memorable experience.”