How to pull a rabbit out the hat on Black Friday

21/11/2019

  • It is Black Friday. You show up among your competitors to pull a rabbit out the hat. Leave your customers with their mouths open using these tricks.

  • We are overloaded with work, starting the craziest week of the year.  Do not fall into temptation of believing all is done and we can relax waiting for orders to be placed, counting all the money we got.  Online marketing has taught us that we can always take corrective measures in real time, so have your top hat ready. ¡Abracadabra!

  • Can we really pull rabbits out of the hat on Black Friday?

  • Well, it is not “magic” at all: it is just as matter of  es una matter of anticipation and having a plan B.

    Let me point out the importante of anticipation. When we monitor results and we realize they are not as we expected, it is the time to keep a level head. Any measure taken on impulse can cause more problems than solutions. 

    Therefore, take these 5 rabbits and keep them in your hat. You may not need them, but they are really good ideas that, even things are going well, they can give you an extra boost. 

  • #1- Cumulative discount code

  • Discount coupon strategy is evergreen and always works. The main incentive, when we have such little time to redeem it, is the fact of having the chance of saving together with a feeling of urgency. This is one of the most powerful purchase drivers.

    Our first advice/rabbit is to have an additonal discount coupon that can be added to an existing one. The bombshell is launching it at the last moment. What about 24 hours coinciding with Black Friday or Cyber Monday?  
  • PRO TIP: Find a channel and media that boosts that urgency feeling. Surely there is no better than Instagram Stories to achieve engagement and conversion in this case.  

  • #2- 24 hour Free delivery

  • Delivery expense are often an issue for user, a purchase stopper. It is also true the fact that we, the company, cannot always assume it. Thus, they have to be submitted.  

    Having this clear, we can use certain tactics to play with delivery expense as a promotional tool. 

    Instead of offering a discount (or  in addition, depending on the margin we have), we can give free delivery during 24 hours. Pay attention to the way you communicate: we mean give for free, make customer feel we are giving something we belong.  

    Again, you should spread it through social networks, Instagram Stories as well as we had recommended above. 

  • #3- Offer a key product for free (on Black Friday)

  • Free is crushing powerful, nothing grabs customer´s attention like the that which can be got without spending a single euro. We are going to propose something to may sound very radical, but… why don´t you offer a quality product for free on Black Friday?

    Of course it has a cost, all right; but keep in mind that any acquisition campaign has it and that it is giving you an incontestable sales pitch. It is all about doing the math and seeing in each scenario what impact it can have
  • PRO TIP: If you do not want to give it for free in all cases, you can set a condition, such as a minimum order. It will not be so shocking, but it allows you to use that argument we were talking about.

  • #4- Offer special packs

  • Considering the proposal to give the star product for free, we have an equally interesting option. The idea is creating  bundle products or limited-time packs.

    If giving an iPhone for free is not a viable option, you can always choose to make a package by giving for free or lowering some accessories, such as covers, wireless chargers, headphones or car holders. Bought together, we can offer a good price while raising the value of the ticket.
  • PRO TIP: In order to communicate the offer and make it thematic, a good idea is to look for a common thread as, in the example we set, that all the accessories are black. It seems silly, but it will give you a lot of play in your social media marketing campaigns.

  • #5- Teaser campaign with influencers

  • Teaser is a advertising and marketing campaign that generates expectations through actions that do not reveal its goal until the last moment. This mystery helps create expectation.  
  • You still have time to contact with some  influencer or someone who is important for your target audience, who, in 2 or 3 days may outline a potential cooperation or special offer. 

    The bigger the commuity to be reached is, the less time will be needed to guarantee the impact when the final campaign is revealed. 

  • Do you have your tricks ready? What is the trick you are planning to do on Black Friday? Let our community be inspired by your ideas!

  • Images | Unsplash.

Laia Ordoñez


Laia Ordóñez is a copywriting & eCommerce content marketing expert. She is Content & Marketing Manager at DueHome, a copywriting & content independent advisor, and Oleoshop's blog's editor-in-chief.

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