When planning a promotion, consider the results of the analysis of previous years, as well as the positive experience of other companies. The following information may be useful to you:
What product categories are popular in the country as a whole and specifically in your niche, how much money did buyers spend on average, and in what period were products sold most actively.
Summary analytics data on various topics and types of business. They may differ significantly for different products and services.
Analytics of your own company for the past period. Research which product categories were more popular and brought in more profit.
Real situations of variou job seekers database companies, having studied which, you can adopt interesting techniques.
You can use Google Trends. By specifying a particular product in the keyword query, you will see how popular it was on last year's Black Friday. You can also compare the demand for different products. All this will help in analyzing the situation.
Having done this work, you will receive data, using which you can form advantageous offers for the buyer. But, before launching advertising, you need to take care of preparing the site for attracting customers.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
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Organizing a Black Friday Event: What You Need to Do
Let's look at the key points to consider when organizing Black Friday. Without this, the efforts spent may be useless.
Creating a trade proposal
The first step is to create a unique selling proposition, or USP. It will be reflected in the offer (the key phrase that explains its essence), which should attract and retain the client. During preparation for such an event as Black Friday, the promotional texts that will be written by copywriters, the advertising image created by designers, the price matrix, changes to which will be made by developers - everything is based on the USP. As a rule, it includes:
value proposition;
time period of the action;
products that will be included in the offer.
Of course, edits and changes to texts and design are inevitable, but if the sales proposition changes, this leads to work on all parts of the promotion, since the USP is the essence of the entire project. Let's give an example. Let's say you are the owner of a SAAS service that has plans for 30 days and 12 months. When buying for a year, a 20% discount is given. What offers can be included during the sale:
Without changing the price of the monthly plan, when purchasing for a year, make a 50% discount;
Include a combined discount: 40% for a 30-day purchase and 50% for 12 months at once;
Add a unique offer: when purchasing for 2 years at full price without discounts - the Lifetime Ownership plan.