Ep 28: YOUR 2020 Holiday marketing and BFCM Playbook (Part I)
Episode Summary
During this solo episode, we’re prepping early for the most important holiday season ever. Black Friday isn’t a mystery anymore. Savvy brands have figured out how to maximize revenue while avoiding all the pitfalls of high ad costs, competition and attention.
Here, we’ll share all our marketing secrets learned of Black Fridays past and present a template of what to do in digital marketing, particularly email. Also, we’ll go into depth on: two huge early shopping holidays that many stores forget about, a template for your holiday email promotions and how merchants can hack the BFCM calendar to get the most attention in what’s a very crowded season of all-out promotion.And stay tuned for Part 2 – this holiday season is so important that one podcast episode just wouldn’t do it justice.
Want to see if your brand is ready for Black Friday? Take our eCommerce holiday marketing quiz on NeedleMovement.com.
EPISODE HIGHLIGHTS:
[4:02] Where to get your 2020/COVID-19 wins? The things you can do now that weren’t possible before including education opportunities, especially in digital marketing.
[10:33] Why BFCM, Black Friday and Cyber Monday 2020 will be the biggest holiday ever – what are the projections that Klaviyo is expecting in terms of Holiday volume.
[14:22] Holiday Strategy isn’t just around the Black Friday Cyber Monday weekend, it’s about owned audiences. The important of starting Holiday marketing early.
[15:25] Fall is for growing your list towards a successful BFCM. Go back to Episode 14, our List Growth podcast episode if you’d like a full breakdown of list growth tactics to help your business.
[20:10] How SMS marketing in eCommerce is something to start out now. How SMS and email work together to get around crowded email inboxes.
[21:56] Two holidays in early Fall that are excellent test drives and large Black Friday sale days – Amazon Prime Day and Singles Day.
[24:50] The BFCM holiday email promotions calendar. Black Friday is Friday, November 27 but savvy brands should start earlier.
[27:55] Discounting strategies for Black Friday through CyberMonday. Walking through the late November and early December calendar.
[30:40] What to expect with Shipping during holidays and how to use the holiday shipping deadlines as a call to action. Last minute shopper marketing strategy.
[32:17] What to do with the last portion of the holiday season (Boxing Day, after Xmas) and how brands get an extra boost in sales during the last 10 days of the year.
[33:22] The Anti-Black Friday Movement and how sustainable and social impact brands use charity-based events to create attractive messages. Talking about the Giving Tuesday holiday and Daily Karma.
[36:02] This completes Part I of Holiday Strategy and there will be a second episode in the Fall.
[36:35] Are you ready for Black Friday? Take Needle Movement’s Holiday Marketing Quiz to assess.
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