Because…It’s Shop O’Clock Somewhere
In America one of the most obvious indicators that the holiday season is upon us are stores’ shift from autumn branding to lots of red. Sometimes even red and green. Or…in the most brazen scenarios, red, green, and snowflakes (or even Christmas trees!). The big shift begins typically right after Halloween although in some instances it begins earlier. If you are a Starbucks coffee fiend, your lattes and cappuccinos arrive in the world-famous red cups; people begin to trade out their PSL’s for a peppermint…something or other.
Thanksgiving, sadly, is a non-issue in the marketing world because it’s not as easy to monetize as holidays that push actual consumption (that is, consumption beyond a turkey, stuffing, and pumpkin pie). What is an issue, or rather, a major point of discussion is Black Friday, the Friday right after Thanksgiving Day. Although Black Friday has been marketing fodder for decades, in the last few years it’s become something of a monster. Why? The Internet, of course. In fact, Black Friday may as well be renamed Cyber Friday given the numbers of people opting to eat Thanksgiving leftovers and shop from their laptops rather than get stampeded at Best Buy. In 2016, 108.5 million Americans shopped online, versus, the 99.1 million that shopped in stores. For major retailers, this isn’t a big deal as they can drive their marketing dollars to the web, enjoying massive revenue from both physical and online shoppers. Smaller businesses that don’t offer online products or services are the ones that may feel a decline in sales over the next few years…unless they step up their online marketing game.
A great way to ensure shoppers in your stores on Black Friday rather than remain glued to the couch is to entice them with unbeatable deals. Start early by creating an e-mail series utilizing storytelling strategies and engaging content that’s impossible for them to ignore. Because customers are hounded this time of year with advertising, it’s important to keep content as targeted and relevant as possible. A great way to begin is by adding dynamic elements into your emails. For example, consider highlighting multiple offers in the same space as what one offer would normally be showcased in one space with moving or pop-up images (or both!). Insert social feeds to show off posts with unique tie-ins to your sales offers. This doubles your investment with cross-channel promotions.
Cutting through the clutter of Black Friday and Cyber Monday email deals can be tough. Even on a normal day, customers are slammed with offers from every direction. Advertising the weekend of Black Friday however, is just as busy as the Thanksgiving dinner table. Make your emails jump off the screen with attention grabbing dynamic elements that engage subscribers, drive action and deliver ROI. Keep it real-time and personalized, and ensure your ads are relevant by the moment through the leveraging of real-time capabilities like updated offers, pricing or availability. Even in email, you can ensure the ads are updated on the open and are targeted to the right consumers whether by interest, location, or other characteristics. Contact PowerInbox to learn how to stand out from the crowd this season; your customers will thank you.