Steal Our Strategy: A Proven Black Friday Marketing Guide

Last year, Aussie shoppers spent a whopping $6.36 billion on Black Friday. If you want a slice of the action, it’s vital that you have a data-backed Black Friday marketing strategy. You also want to start rolling out your campaign earlier than you might think — so there’s no time to waste. 

If you’re not sure where to start, or you’ve left it too late to start from scratch, we’re sharing the Black Friday marketing strategy we swear by. We’ve adapted this strategy multiple times for a broad range of clients and have consistently seen brilliant results. 

Each business is different, and yours might require a more specific strategy. If you think this might be you, contact the team at Blank Theory to get help with a tailored Black Friday marketing campaign. In the meantime, here’s your chance to steal our strategy: 

Phase 1: Tease and Build Anticipation

Timeline: 1-2 weeks before Early Access

1. Launch a ‘Coming Soon’ campaign:

• Use social media platforms to create buzz about your upcoming sale.
• Design eye-catching visuals that hint at the deals without revealing specifics.
• Use countdown timers to build excitement.

2. Implement an email sign-up strategy:

• Use pop-ups on your website or Facebook lead forms to collect emails.
• Highlight that signing up is the only way to get early access to the sale.

3. Prepare your email marketing:

• Segment your list to include both existing subscribers and new sign-ups.
• Create a series of teaser emails to maintain engagement leading up to the sale.

Phase 2: Early Access Campaign

Timeline: 24-48 hours before the main sale

1. Launch your sale quietly:

• Activate your sale for email subscribers only.
• If possible, use a specific discount code for early access customers to track performance.

2. Create a sense of exclusivity:

• Use language like “Shhh… the sale is now live just for you!”
• Emphasise limited stock to encourage quick decisions.

Phase 3: Main Black Friday Sale

Timeline: Black Friday through Cyber Monday (or longer, depending on your strategy)

1. Go all out with multichannel marketing:

• Launch Google Ads campaigns targeting relevant keywords.
• Ramp up social media advertising across all relevant platforms.
• Send emails to your entire list, including those who may have missed out on early access.

2. Implement retargeting strategies:

• Set up retargeting ads for users who viewed products but didn’t purchase during early access.
• Use dynamic product ads to show visitors items they’ve shown interest in.

3. Monitor and adjust in real-time:

• Keep a close eye on your analytics throughout the sale period.
• Be prepared to adjust your ad spend, email frequency, or even your offers based on performance.

4. Extend your sale strategically:

• Have an “Extended Sale” campaign ready to go in advance.
• If needed, launch this extended sale to capture users who were sitting on the fence.
• Change your marketing messaging to emphasise the “extended” nature of the sale, creating a last-chance opportunity for shoppers.

By following this strategic approach, you can create a Black Friday campaign that not only drives sales but also builds your customer base and enhances brand loyalty.

Remember, the key to success is in the execution — stay flexible, responsive, and always keep your customer’s experience at the forefront of your efforts.

If you’re interested in Black Friday stats, give the link a click.