In 2016, there was a staggering $12.8 billion in sales on Black Friday and Cyber Monday alone! It’s tempting to dive in and say you’ll make marketing campaigns for each of them, but promoting your business for both of these high-traffic days is just going to set you up to fail. Every business owner knows that trying to do everything usually means you end up doing nothing (successfully, at least).
You’re going to have to commit to one of these sales, and that’s why we’re here today. I’m going to break down who should be marketing for each of these days. From there, you’ll be able to plan your marketing strategy and get a piece of the holiday sales pie!
Who Should Promote Black Friday?
What does Black Friday entail (other than crazed shoppers with huge carts and no remorse)? At its core, the only thing required for Black Friday is to slash your prices for a day. You’ll want to promote it, of course, but the process of preparing for Black Friday is going to be far easier than doing the same for Cyber Monday.
You see, in the best case scenario, Cyber Monday will mean you need a solidified shipping plan, which can be difficult if you’re solely a brick and mortar store. Add in the hassle of shipping everything and tracking orders all over the country, it’s a headache that can be debilitating unless you have the staff to support it. For this reason, Black Friday has always been the go-to for small-to-mid sized local businesses.
A sale, of course, is no good to your business if your customers don’t know about it. Black Friday is also ideal for local businesses because you have a much smaller audience to inform. Where Cyber Monday would require you to broadcast your message to a national (or international) audience, local stores only need to connect with people in the immediate area. This is going to be a godsend if your marketing budget isn’t the biggest, because holiday ads aren’t cheap.
The short version? Unless you’ve got a large team and the capital to handle a national ad campaign, dive headfirst into Black Friday and don’t look back!
Who Should Promote Cyber Monday?
While Black Friday is easier to handle, Cyber Monday offers substantial incentives to companies with the resources to pursue it. For one thing, you’re not going to be limited to the X-thousand people in your city. While Black Friday has stayed fairly consistent from year to year, Cyber Monday sales saw a huge increase last year, and are expected to see another bump this November.
If you’re a larger, national business, particularly if you’re used to a lot of online sales throughout the year, Cyber Monday shouldn’t be as jarring for you. You’ll likely already have solidified shipping processes in place, and your social media following should be large and engaged enough to help maximize your ROI for holiday ad spend.
The final sign that Cyber Monday is right for your business? You’re ready to start preparing now. The national competition for ad space means that the right time to finalize your marketing plan was yesterday. A local business only has to compete with its neighbors, but you’ve got to tackle the world! Remember that great risk often means great reward, though, and don’t shy away from Cyber Monday if you can reasonably hold your own in the upcoming marketing battle.
Go Forth and Sell, Sell, Sell!
These are two of the biggest sales days of the year, so pick your target and take the shot. Decide if you want a localized Black Friday campaign or are going to get the word out about your upcoming Cyber Monday sale, then get going! Thanksgiving will be done and gone before you know it, and your business has a lot of work to do before then!
Think your Black Friday or Cyber Monday strategy could use some expert input? Set up your free consultation with The Go! Agency!