Are you ready for Black Friday marketing? Unless your answer is a resounding “yes!,” chances are you have some work to do – and even then you might be missing opportunities to boost Black Friday business. Black Friday is the busiest shopping day of the year, yet many small businesses struggle to compete with large retailers that have enormous marketing budgets and can boast the lowest prices due to favorable bulk wholesale arrangements. That doesn’t mean you can’t enjoy handsome holiday profits, however; use the following three tips to cash in on Black Friday marketing.
1. Promote your unique products
The big box chains sell to the masses, but if you operate a small business you probably have a niche market and customer base. That means Black Friday is perfect for promoting your unique products and services – the things people can’t buy at the big box stores. Position your company as the go-to brand for buying the perfect individualized gift. Make it clear you’re not about buying for everyone on your customers’ lists, but buying for that one special person. This strategy might not yield 1,000 customers trying to squeeze through your doors at midnight, but it will attract discerning customers who appreciate your company and are willing to pay a little more to give the perfect present.
2. Offer unique benefits
Another way to attract customers to your store for Black Friday marketing is to offer unique benefits the big box stores can’t. Expert consultations, partnerships with non-competing stores who share your customer base, and in-store contests and giveaways are just a few powerful ideas for Black Friday marketing.
3. Market in unique ways
The big chains tend to focus on newspaper inserts, television advertising, and digital marketing to promote their Black Friday sales. These are all viable marketing methods, particularly newspaper inserts since many families have made it a tradition to sift through ads after the Thanksgiving meal. That said, you should also explore unique Black Friday marketing ideas your competitors aren’t taking advantage of. Every Door Direct Mail (EDDM) postcards, newsletters, calendars, stickers, banners, window clings, greeting cards, invitations, magnets, and more can call help you reach your customers in unique ways to boost Black Friday profits. Notice that each tip shares a single work: “unique.” Consider how you’re different from the big chains, what you can do better, and how that translates into customer benefits. Sell what your competitors do not, offer benefits they cannot, and reach your customers in ways they will not so you can maximize your Black Friday profits this year.