Black Friday is one of the biggest shopping events of the year, offering numerous opportunities for companies to increase sales and acquire new customers. We will examine two distinct approaches: classic Black Friday campaigns that rely on Facebook and Instagram advertising, and an alternative strategy that focuses on newsletters and loyal customers. 

Classic Black Friday Campaigns 

Classic Black Friday campaigns are characterized by companies launching intensive advertising campaigns 1-2 weeks before the big day. They bombard their followers and potential customers on Facebook and Instagram to draw attention to the upcoming promotions. The goals of these campaigns are: 

1. Acquiring New Customer Base:

The advertisements target audiences that have not previously purchased from the company. This provides an opportunity to attract new customers who are interested in the products due to the discounts. 

2. Generating High Traffic:

The aim is to facilitate significant sales on Black Friday. Companies hope that as a result of the advertisements, customers will flock to make purchases. 

However, the downside of classic Black Friday campaigns is that there are numerous advertisements competing for attention in the market. Due to high advertising noise, customers can easily lose interest, and the effectiveness of the ads may decrease. Facebook and Instagram advertisements can be more expensive than average due to high competition, and therefore their return on investment may be lower. This means companies need to spend a lot of money to stand out from the crowd. 

If you already have a 20+ ROAS (Return on Ad Spend) on your Facebook campaigns and would like to maintain those results, we suggest trying out the alternative option for this year. 

Would you like professionals to take over your holiday preparations? Contact the SalesRock team today!

Alternative Black Friday Strategy: Newsletter-Centric Approach 

In contrast, the alternative strategy focuses on newsletters and loyal customers. The main features of this approach are: 

1. Retaining Loyal Customers:

The strategy aims to encourage existing customers, who are already committed to the brand, to make purchases. Special discount codes are offered to customers who have subscribed to the newsletter, making them feel prioritized. 

2. Black Friday Cost-Effectiveness:

Newsletter campaigns are generally more cost-effective than Facebook and Instagram advertisements. Companies spend less on advertising while generating stable sales through their loyal customers. 

3. Inventory Management:

The strategy emphasizes the limited availability of stock, which encourages customers not to hesitate in making purchases. This helps in selling products faster and reduces the risk of overstock. 

4. Education and Customer Experience:

Part of the alternative strategy involves companies sharing educational content with customers that helps them better understand the products. This enhances the customer experience and strengthens their connection to the brand. 

Summary 

The goal of classic Black Friday campaigns is to generate quick sales and acquire new customers, but the high advertising noise and costly ads may result in lower returns. In contrast, the alternative strategy focuses on newsletters and loyal customers, providing a more cost-effective and sustainable solution for long-term growth. By improving the customer experience and strengthening loyalty, companies can establish a more stable foundation for their brand while avoiding the drawbacks of classic campaigns. If you have been successful with your Facebook campaigns, consider this alternative approach to maintain your impressive results this Black Friday.  

Looking to excel in marketing? Leverage our sister company's unique offer to fully unlock social media's benefits for your business.