the ultimate black friday cyber monday checklist part 3

Every brand knows its discount by heart.

Only 1/2 of them can tell you who it's for.

Welcome back to part 3 of our Black Friday Cyber Monday breakdowns.

Today's focus: Targeting.

(If you missed part 1 or 2, you can find them here: https://lnkd.in/p/ezeGkRC6 / https://lnkd.in/p/ezeGkRC6)

Everyone assumes they already know their audience, so nobody revisits it before Q4.

But the same discount hitting the wrong person = a discount nobody uses.
(Mind blowing right !!! 😂)

Every $$ you spend on a BFCM ad gets wasted twice if it's aimed at the wrong person. 

Once on the media spend, and again on whatever margin you gave away chasing someone who was never going to buy anyway.

So before your BFCM emails start firing, get clear on these 3 things:

1️⃣ Your audience targeting and segmentation:

Confirm who you're speaking to right now, and why they'd want what you're selling THIS quarter.

A stranger to your brand and a returning customer aren't the same audience, and shouldn't get the same message.

My advice? Split your list into 3 groups minimum: 
People who've bought before, people who've browsed but not bought, and people who've never heard of you. 

Each one needs a different reason to click.

2️⃣ Your Early Access and VIP audience:

Decide who gets early access before the discount goes live, not after everyone's already seen it.

If your best customers get treated the same as a first-time visitor, loyalty stops meaning anything.

Give your VIPs a genuine head start, even if it's just 24 to 48 hours before the public sale drops. 

New visitors = the loudest version of the offer. 
Existing customers = the first look, and maybe something extra on top that basically says you were here before this became a sale to everyone (e.g. free shipping or a bonus gift).

3️⃣ Your engagement and warming strategy leading into BFCM:

This may sound obvious, but I'll say it anyway...

Cold audiences need weeks of warming before they'll respond to any discount at all.

That way, when BFCM hits, the ad should feel like a natural next step, instead of a cold intro to a brand they've never seen.

So if you haven't started nurturing yet... stop reading this post and start 😂

Skip all 3 of these, and BFCM turns into one generic blast to your entire list. 

Loyal customers get treated like strangers.
Strangers get hit with an offer that assumes way more familiarity than they have.

Get this wrong, and everything else you built for BFCM goes to waste.

Get it right, and the same budget ends up doing twice the work.