7 Tips to make a smart campaign in the pre and post-Black Friday

Marked for November 29, Black Friday already occupies an important space both in the calendar of retail companies, as in consumers. For this year's edition, a study released by the Haus platform showed that Brazilian companies should receive a volume of orders 14% higher compared to last year. 

According to Renato Avelar, partner and co-CEO of A&EIGHT, ecosystem of end-to-end digital solutions of high performance, the elaboration of a complete strategy for the date requires a planning that involves all the stages of preparation, going from the pre-campaign period to the after-sales. “A Black Friday represents an important opportunity for brands to leverage sales, retain customers, anticipate and optimize stocks already focusing on Christmas the following month”, he details. 

With that in mind, the executive shares seven essential tips so that brands can strategically prepare for Black Friday

1 'Previewed planning

Early planning is a fundamental basis for a successful Black Friday. According to the expert, it is essential that there is a prior definition of clear and realistic goals for increasing revenue and sales volume, as well as ensuring that the stock is sufficient to meet the high demand.“Metas and KPIs should be established in a realistic and analytical way to guide the actions of the team and avoid unforeseen midway”, Avelar points out.

The executive also points out that it is essential for companies to know their consumer audience deeply, because this will allow a more effective sales strategy. “For example, if the products of their e-commerce are for lower income audiences, a very smart practice is to anticipate Black Friday and make the whole month of discounts, since the salary of Brazilians is monthly. Therefore, the beginning of the month is more profitable for retail”, he says. 

In addition, Avelar highlights another important practice that is stress testing, that is, it is a way to test the limits of the application of the systems by subjecting them to extreme situations. Thus, it is possible to certify that the company's system supports the expected demand and if there are failures, these can be corrected in time. 

“Thinking about system preparation is an essential part of the process and to reduce loading time and avoid platform drops if any application fails an interesting tip is to remove all third-party tags that are not necessary for the operation of Black Friday”, says the co-CEO. 

Regarding the payment step, options such as placing fraud detection robots to avoid payment approval drops and disabling the possibility of bank slip, in case there are incidents of “questro de stock”, help ensure a good campaign. 

Avelar also points out that if the e-commerce has a high number of items per shopping cart, it is interesting to create a campaign to recover deleted items from the cart. He explains that this is a more efficient alternative than abandoned cart reminders, which are usually applied by companies, since it has greater adherence with customers and possibility of buying the items. “Activate remarketing tools, retargeting and carts are also important”, he says. 

2 ^ Team preparation

Black Friday is a massive campaign, so to ensure good results it is essential that the entire chain, from production to after-sales, be strengthened. “Actioning all technology and marketing suppliers to ensure coverage during the period is also an essential strategy to support demand without losing the quality of”, says the executive. 

To provide the best customer experience and ensure satisfaction, another important point is to increase the support team and SAC on date, as well as to collect data from previous Black Fridays to predict demand and mitigate failures. 

3 Attention to the details

During Black Friday, every detail matters to try to get the attention of the consumer. Therefore, Avelar highlights the importance of training the sales team to offer an agile and efficient service, in addition to creating a landing page dedicated to Black Friday.“A tip that can be precious to attract customers in greater numbers is to anticipate discounts strategically throughout the month of November, and not just on the specific date”. 

In addition, Conversational Commerce implementation is growing as a new buying behavior, a trend that reduces customer service costs and adds value for customers. “For Black Friday, this optimization can be an important competitive differentiator, as more and more consumers are using virtual assistants to find deals, and this requires adaptability in SEO strategies to ensure that their promotions are the first to appear in these ACHR voice results, explains Avelar. 

4 Multichannel marketing

Integrated marketing campaigns are essential for success on the date. A multichannel performance, involving different advertising fronts, in addition to personalized ads, are key factors to ensure direct and targeted communication.“Strategies as digital influencers, even micro and nano influencers, and the use of CRM systems help bring brands closer to potential customers, being essential factors to enhance a campaign focused on Black Friday”, suggests the entrepreneur. 

5 ^ Defining logistics and support

Ensuring that the customer has a good experience does not end with the formalization of the purchase. The enchantment requires continuous action, which also involves the delivery of the order.Till this, reliable logistics partnerships are essential to meet deadlines and avoid inconvenience. “The use of technologies such as Tracking and automated conversational platforms to track deliveries in real time reinforces consumer confidence and contributes to the loyalty of”, adds Avelar. 

6 ^ Post-sale

The after-sales period is considered fundamental for any company. First of all, brands need to ensure that purchases made in the period were satisfactory.That is why it is important to ensure support and assistance to customers who made acquisitions during the period. In addition, after Black Friday, it is time to analyze the results and think about the future. A good tip may be to offer personalized promotions to encourage new purchases and take advantage of it to clean up the remaining stock.“Assessing the performance of the campaign and adjust strategies for the next year are very important steps. The learning of each campaign should always be used as a basis to improve the next edition of”.

7 'Focus on affiliate marketing 

The date promises to be another great opportunity for affiliate marketing. The retail sector is one of the main targets of the segment, generating 43% of affiliate market revenues.“This reflects how crucial this strategy is, especially in times of large volume of purchases, such as Black Friday”, says Avelar. “For 2024, we have as a major trend the integration of artificial intelligence in affiliate campaigns. That is, AI is being used to optimize content creation, target audiences more accurately and even predict consumption trends”, he adds. 

For him, this means that on Black Friday, brands will be able to offer more personalized and relevant promotions, maximizing conversions based on real-time data.“Cashback and coupon strategies remain popular, especially on important retail dates.Promoting these offers with affiliate support is a way to attract consumers looking to maximize their discounts, making these tactics essential for the success of campaigns on Black Friday 2024”, adds A&EIGHT co-CEO.