Black Friday is one of the biggest times for most eCommerce, and with growth in online spending forecast to be over 20%, you don’t want to miss out. With just over a week to go, you should have your strategy in place, but if you’re finalising your plans, read through the checklist below to make sure you’ve got everything covered:
Agree what your goal/sales target is:
As with any launch plan, start with a goal. What do you want to achieve? That could be in terms of revenue you want to generate, or new member sign ups, but just make sure your goal is SMART – Specific, Measurable, Achievable, Relevant with a Timed deadline.
Define your offer:
This depends on your business model, and could be anything from a discount code to buy one, get one free. But, as an example, if your goal is to get your customers to spend more, offer a larger discount on a higher spend. You then need to define the start and end date and time for the offer.
Review your goal:
Now for the commercials; can your goal be achieved with this offer and over this time frame? How much do you need to sell to achieve it – is it realistic? Will it impact sales in any other areas? Is there enough margin to allow for the discount? If the commercials don’t add up, you either need to adjust your goal, or adapt your offer.
Now for the marketing plan:
How are you going to market it?
Who are you targeting?
What channels are you going to use?
What is your marketing budget?
Create a content plan and schedule for each channel
Create your graphics, take photos and film videos
Draft and sign off copy for social media captions, emails, ads, website etc.
Schedule all your post/emails/ads
Make sure your business is set up to cope with the demand:
Test, test and test again the buying journey and the checkout page
Check your website bandwidth can cope with a surge in traffic
Check your stock levels
Make sure your sales & customer service teams are fully briefed
Check your shipping methods
Review the results:
Did you reach your goal?
What was your ROI?
What worked and what didn't
Take note, so you know what can be improved next year
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