Black Friday 2024: personalized strategy tips to stand out in a market dominated by giants

With the arrival of Black Friday, small and medium entrepreneurs face the challenge of standing out in a market largely dominated by large retailers.For these companies, exploring their competitive advantages and adapting strategies is critical to succeed in this period.

Ricardo Leite, Director of UOL Host, points out that the proximity of small businesses with their customers is a great opportunity to create exclusive and targeted promotional actions. “You need to be creative and offer personalized offers. Everyone is promoting actions at this time, so it is essential that your campaign stands out and speaks directly to your audience. Take advantage of the fact that you know your customers well.It is no use betting on generic promotions if your audience has specific needs. For example, if you sell handmade products, a strategy focused on customization will probably be more effective than large discounts”, explains the executive.

Market data indicates a growth trend in online sales for 2024, with many companies extending their promotional campaigns throughout the month of November.

In marketing, efficient communication is essential to attract customers. Preparing specific promotional materials for social networks, WhatsApp groups and websites is indispensable, as well as using e-commerce platforms that offer personalized newsletters, strengthening the relationship with the public.

According to Leite, social networks such as Instagram, TikTok and WhatsApp are great allies, but keeping the website or the virtual store up to date and with good usability, with detailed descriptions of the products, their differentials and benefits, is fundamental, as they are the destination of the campaigns.

“Each social network has its own language and interaction format, which allows it to impact different audiences accurately during the period of” promotions, explains. “Instagram, for example, visual appeal is essential, and stories and posts with attractive images and videos are effective to capture attention quickly. Already on TikTok, short and creative videos with challenges or trends can viralize a promotion. WhatsApp, in turn, offers a more direct and personalized communication, ideal for sending exclusive offers and last minute promotions”, he adds.

Working niches can also be a powerful strategic differentiator. By focusing on a specific product you are an expert in, you can position it as the central highlight of your campaign. This not only attracts a highly interested audience, but also differentiates your offer from large retailers that usually work with a broad and generic portfolio. By offering something unique or difficult to find elsewhere, you increase your competitiveness and create a sense of urgency, strengthening the bond with the customer and boosting your chances of conversion during events like Black Friday.

Finally, Leite recommends that all actions be planned in advance, with attractive communication and the choice of products that differentiate the business from the competition. These strategies allow small and medium entrepreneurs to make the most of the opportunities that the date offers.