Many businesses wish to benefit from Cyber Monday promotions, but waiting until October to queue up November sales events makes for planning that is way too late. Well-executed post-Thanksgiving sales events—whether Black Friday, Small Business Saturday, Cyber Monday, or Giving Tuesday—require forethought that begins much earlier in the year.
Tip #1: Start early and know who your customer is. The idea isn’t to get caught up in the feeding frenzy, but rather to avail your company’s products and services to a group of former customers and prospective customers (e.g., those who have made a connection to your company or shown an interest in your products) at a time when many of these shoppers are already motivated to buy. Focus on understanding this group and what kinds of deals they might want or expect as part of a mega-shopping event. You will maximize your sales potential by presenting potential buyers with low-hanging fruit.
Tip #2: Have a targeted marketing strategy. Robust customer list management throughout the year makes way for advanced list segmentation and customer targeting. Advanced targeting strategies yield dividends around post-Thanksgiving shopping events. For example, if you recently sold a customer a new cellular telephone, don’t send the same customer ads for cellular telephones—send that customer ads for telephone accessories. Stay away from promoting a product you have already sold to a certain customer—instead, develop a tailored message that focuses on complementary products and services.
Tip #3: Have a technical plan. In order to carry out sophisticated, high-converting marketing campaigns, businesses need the technical infrastructure to support individualized customer management. They also need to think through issues of security, bandwidth, and timing, given the very brief nature of most post-Thanksgiving promotions and sales events.
It may seem simple to offer great deals or even to create a broad-swathing, straightforward promotion as a post-Thanksgiving event. But, the difference between a hastily-planned, and a well-planned campaign is simple: profit.
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