Summer is officially over and we are approaching a darker season. But you know what they say, there's always light at the end of the tunnel. October means autumn is in full swing. Halloween is just around the corner, but first there's a marked day, week or even month in our calenders - Black Friday. Every year, millions of offers are sent by SMS during this unofficial holiday. What does it take for your business to succeed? Here are 3 tips for successful SMS campaigns during Black Friday.
1. Plan your campaigns ahead
The recipe for success is simple. You must plan, think through and confirm that your campaigns are desired and create value for your customers. How do you do that? You need to talk to your customers! For many customers, Black Friday is about good deals. At the same time, we know that many people can be bombarded by good offers and far too much information at once. Black Friday is the only time when almost all companies send out SMS campaigns at the same time. It is therefore important that you choose the campaigns you send out carefully.
The last thing you want this month is for your customers to perceive your marketing as intrusive and superficial. Use tools such as segmentation and customer information to tailor campaigns to different customer groups. Black Friday is not about selling everything to everyone, it's about giving the right customers offers they can't refuse.
2. Adjust your moral compass ahead of time
This shopping holiday isn't about profit, it's about the customer. It is easy to think of Black Friday, Black Week or Black Month as the wild west where everything is legal. That's not how it is. The same rules that apply to SMS marketing for the remaining 11 months of the year also apply in October. Be aware that your customers will receive many different inquiries and SMS campaigns, and prove with action that you have your customer in mind with each campaign.
Use the large influx to your advantage and let your customer know that you are aware of the enormous pressure they are facing. It is also important to remember that this part of the year is largely characterized by economic pressure and a focus on holiday-shopping. This year it is more important than ever to keep that in mind considering the financial challenges most people face. Take a conscious stance against shopping for shopping's sake, and instead focus on value creation.
3. Ethical position
In recent times, Black Friday has gained a bad reputation for contributing to overspending and the wasteful attitude that has flourished in our society in recent years. It is important that your company distances itself from such attitudes, and is aware of not encouraging actions that worsen our society, either financially, environmentally or at an individual level. Sustainability and sustainable trade have become a prerequisite for being able to conduct ethical business. It is to your advantage to take social responsibility already now, before your company is forced to turn 180 degrees as a result of legislation and regulations.
Customers have also become particularly aware of the various social and environmental challenges we face today. They choose to shop from ethical companies that work towards more than just profit. How can your company take an ethical stand? There are many paths to the goal here. Several companies have chosen to donate a certain percentage of their income on Black Friday to various organisations, for example. The fashion company Everlane, for example, has come forward and said that they donate their profits on Black Friday to improve the lives of their factory workers. Here, your imagination is the only thing standing in the way.
During this year's Black Friday, it is important to think about what kind of SMS campaigns you send out and how these are interpreted by your customers. Take a clear ethical stance and have a well-adjusted moral compass before the shopping frenzy begins. Wanna learn more about how you can create successful SMS campaigns during Black Friday? Check out this article!
