The Ultimate Black Friday Cyber Monday Checklist Part 2
Black Friday shouldn't be 30% of your year.
But for a lot of brands, it basically is...
Welcome back to part 2 of our BFCM breakdowns.
Today's focus: Strategy and offer.
One of the parts of BFCM planning that gets rushed the most, once the creative feels handled.
(If you missed part 1, you can find it here: https://lnkd.in/p/ezeGkRC6)
When it comes to the strategy and offer,
They know they're running a sale and need it to be 'attractive'.
But they don't always know why.
Is it about clearing inventory?
Bringing in new customers?
Rewarding the people who stuck around all year?
Trying to do all 3 with 1 generic offer always = none of them executed well.
So before Q4 hits, get clear on these 4 things:
1️⃣ Your overall BFCM strategy:
↳ Know why you're running this sale before you know what you're offering.
↳ Liquidating inventory and acquiring new customers call for different plans.
2️⃣ Your discount depth and mechanics:
↳ Look at what worked last year, or literally any sale you ran this year.
↳ If 20% off outsold 25%, that's your answer. Stop guessing.
3️⃣ Your Early Access and VIP approach:
↳ Your existing customers and your prospects need 2 different offers.
↳ One already trusts you; one doesn't even know you exist (yet).
4️⃣ Any offer changes across BFCM:
↳ If your offer shifts between Black Friday and Cyber Monday.
↳ Make sure every channel knows in advance, so nobody's caught promoting last week's offer once it changes.
Locking your strategy now (or even earlier; to be honest, we start ideation in June)
is what keeps BFCM from becoming your whole Q4 without you noticing.
Get this part right, and the discount does its job.
Get it wrong, and no creative saves it.
So be honest...
Where's your team at with strategy and offer right now?
Locked in, halfway there, or still vibing on discount percentages?
♻️ Repost this for the operator still finalizing their offer.
And follow me, Jacob Rokeach, for more on why Black Friday shouldn't run your whole year.