How to approach your next Black Friday strategy

A few weeks after Black Friday, in Multiconversion we started to heat the engines. Side by side with our clients, we prepare the strategies, and we plan on how to approach each of the phases. And you? Haven’t you started planning your next Black Friday strategy yet? If you don’t know how to start, or you want to avoid the mistakes made in previous years, take note of our recommendations, and prepare for the most famous Friday of the year.

What is your main goal?

The first thing to ask yourself is what you want to achieve with the Black Friday campaign. And don’t say your goal is only selling because it’s not always like that, even if it seems a paradox. Many companies go like a chicken without a head; they are busting prices without having made numbers and do not know if this will benefit them.

A good Black Friday strategy goes much further since it tries to take advantage of the visits barrage and purchases to obtain a more significant benefit. We give you several examples:

  • Black Friday vs Branding: A powerful campaign in which the user has to interact (with a gymkhana-like game) and be accompanied by a groundbreaking “Call To Action”. If it succeeds, you will make users very familiar with your brand.
  • Black Friday vs Leads Recruitment: You can make access to offers exclusive to customers and registration is required. Of course, you should make the client very curious, accompanying the campaign with a good communication strategy.

Do you need more resources?

The planning is key to know if your own resources are enough or if, on the contrary, it is necessary to outsource some service or to look for reinforcements. Therefore, it is important you consider the following:

  • Check the capacity you have hired on the server and estimate the visits you can receive. If the web falls by saturation, all your effort will go to waste and the Black Friday strategy will have been useless.
  • Plan all the creatives you will need and remember that they are extremely important. They are key to attract the user and deserve to invest in them as much time as necessary.
  • Check the stock and make sure that you will have the capacity to supply all orders.

Black Friday ends, now what?

With the rush, it is easy to disregard post-campaign actions. What is the first thing you should do? The answer is easy: measure and analyse. To do this, in your Black Friday strategy you must have considered tracking all the actions. Take advantage of Google Tag Manager and Google Analytics and analyse, draw conclusions and see if your goals have been met.

If you have succeeded, congratulations! The effort has been worth it. Take advantage of the pull and take advantage, it’s time. Have prepared a new campaign that reinforces the previous one and continues with the same theme. Remind your client you are still there.

If you have not succeeded, nothing happens, draw conclusions and find out what could have failed. You have new opportunities to give everything in the next campaigns. Renew strength and propose a new strategy for Christmas or discounts. I’m sure you’ll achieve it!


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