Romania was probably the one country that had Black Friday deals one week before the rest of the world, on November 21st, to be more specific (later edit: Amazon began Black Friday offers on the same day, as well). Companies claimed that the main reason they decided to choose this date, was because December 1st is the national day of Romania, and on that day the post offices are not open, so people would have to wait even more for their products to arrive.
And I totally get that. It’s a pretty solid argument. Plus, companies had a double advantage here. They not only made huge sales in the first round, but they also prepared for a second Black Friday, which is happening…well, today! People, what are you doing reading my article?! Why aren’t you browsing on your favorite online shop? Wait, are you already done with your shopping? Either way, I’m sure you have a couple of minutes to read my article, since most websites are down due to the amount of traffic.
[ Photo credits: John Henderson’s Flickr ]
That’s what most people say when they think about Black Friday deals. It’s that time of the year when they can start thinking about Christmas presents, and actually buy them at a lower price.
At the same time, it’s the perfect time for any company to think ahead an awesome sales strategy. It’s such a fierce competition, especially in the online environment. If you have a startup, you’re probably wondering if it’s worth investing your time to create a marketing strategy for Black Friday deals. Yes, you should, and here’s why.
- With good marketing, you increase the chances that people buy your product, even if they don’t think they need it. If your product is very good, they will soon realize that they don’t know how they’ve lived without it for so long, and they will recommend it to their friends, and business partners, depending on the product.
- If you’re considering doing a Black Friday promotion, don’t do it thinking about how much money you’d make, and don’t even try to lie to your customers. Instead, focus on the value you’re going to bring to your customers. Discounts are so 2000. Add something extra, explain what the offer is about, what makes it so unique. Also, another great tip here is to make it a one time only thing (we recently did this, and I’m telling you, it works wonders!). Come up with an offer your future customers can’t possibly refuse.
- At the same time, you need to make sure that you won’t run “out of stock”. If it’s software, you need to check connectivity issues, and double check so that the system does not crash on them. If it’s a physical product, state the fact that you only have a limited amount of products. That way, they will also sell much faster.
- The thing with Black Friday is that you don’t wake up just days before, and say “yea, we should totally do something”. One thing you need to keep in mind is that it takes time and planning to come up with some great ideas. Black Friday is a great opportunity for you to reach to people that wouldn’t normally be attracted to what you have to offer. No matter what business you’re running, you’re dead if you don’t take advantage of it.
Oh, noes! This is the very bad side of Black Friday deals
To be honest, this year’s Black Friday frenzy left me really disappointed. As I told you in the beginning of the article, in Romania, Black Friday had happened a week before than it did in the rest of the world. There were so many examples of big online and offline stores that I really loved and trusted, which made some ugly schemes.
One of them sold some products advertised as discounted, but in reality their price was higher than it was few weeks before, when the product was at a normal price. The online shop I’m talking about sells mostly electronics, and as such, and they have a category of repackaged goods, which are sold at a lower price.
Then, they did an unfair marketing stunt, I would say. Due to a technical error, as they stated in a press release, tens of products were sold at bargain prices, the cheapest one being a Samsung S4 at under $1. The error persisted for 2 hours and a half, and 730 products were ordered during that period of time.
In the press release, they also said that they will honor all the orders, so that they satisfy each and every client. I can’t help but wonder: how can such a big retailer make a mistake like this? I mean, sure, we all make mistakes, it wouldn’t be the first time something like this happens. But isn’t it a little bit weird that it happened just in time for Black Friday? Call me crazy, but I’m skeptical when it comes to their official statement.
Plus, many clients said that a few months ago they ordered products that had a very low price, because there was some error again. But then, the company said that they can’t deliver those products, because the price wasn’t a fair one. So why didn’t they approach the situation in the same way here? Exactly. Because marketing genius!
Why Black Friday works?
Because people love promotions, and if you gather your team, you can certainly come up with some amazing ideas you can implement. Nevertheless, don’t forget the fact that your clients are smart, and they are able to detect whether you want to make them an offer, which is not really an offer. And if they decide to share this piece of information on social media, your reputation will go down.
Have you ever created a strategy for Black Friday deals? If so, how did it work for you? And if you didn’t, what stopped you from doing it? Share your thoughts down in the comments.
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