Black Friday fanatics are getting geared up for the holiday shopping madness that’s less than 72 hours away. With the excitement building about all the money-saving offers, it’s now the time for affiliates to sway consumers from doing their shopping in stores to doing their holiday shopping online. How can we convince consumers to shop online instead of taking part in the Black Friday ritual of store-hopping into the wee hours of the morning for the best deals? We’ve got to get creative!
How can we do this? Consumers love the thrill of Black Friday so we need to keep this in mind when creating our campaigns. The key is interactivity. Consumers love having to ‘work’ for the best deals. From outrunning a fellow shopper to signing up for exclusive promotions and coupons, Black Friday is more than just another day at the mall, it’s the ultimate shopping experience.
Creating a contest or providing incentives is a great way to allow consumers to interact with your brand. Utilizing social media is the best way to start. Target developed a holiday-themed campaign called “Tweet Tidings,” where they utilize the #BlackFriday hash tag in a Promoted Trend Ad. Once clicked, viewers are directed to a landing page that hosts a :41 spot featuring their infamous “mad christmas shopper.” Below the fold on the landing page, Target offers a $25 giveaway promotion that can be entered via Facebook or Twitter.
Last year, Target ran a campaign featuring comedian Maria Bamford. The campaign was so successful that she’s being featured in a series of videos this year.
Target is notorious for running really successful online campaigns for Black Friday. And, they really hit it big with the execution of their holiday campaign that allowed fans to interact with two witty female holiday shopping fanatics on their website. Static and video teaser banners led viewers to an online boutique site where each female joked back and forth about the best deals. The campaign went viral and offered viewers the opportunity to interact through quizzes, online shopping deals, and Facebook wall postings and contests. The boutique received over 600,000 page views where users spent an average of 9 minutes on the site.
For data collection this is major. In the Facebook promotion, viewers were required to “like” the Target page in addition to providing their name, home address, phone number, and e-mail address. In a shopping- frenzied state consumers are more than happy to give you any information you may need in return for coupons or exclusive savings. This pool of Black Friday data can be used to target consumers in future campaigns. Kudos to target for thinking beyond the Black Friday mayhem!
In addition to engaging your viewers, it’s crucial to hammer down the idea that—Black Friday deals on the Internet are offering significantly lower prices than those at retail stores. Now, viewers can still get the thrill of Black Friday shopping less the hassle of waiting in long lines. So, while hundreds of people frantically run from store to store, consumers can sit back and enjoy the Thanksgiving Day football game, and you can watch your online sales boom.