Black Friday is a highlight of all marketing calendars. The concept was created in the USA and has since become a shopping staple in Europe and everywhere else in the world, impacting the revenue of brands globally. And it is not just about one single day: consumers can benefit from generous offers and discounts starting the previous Monday up until Cyber Monday, the Monday that follows Black Friday and that brings interesting discounts on e-commerce websites.
Other shopping holidays such as summer or winter sales are good opportunities for brands to generate revenue. Here are some important factors of success.
First, it is important for a brand to know how to stand out during busy shopping seasons. As most advertisers communicate around their special offers, a brand should send out relevant and targeted messages that bring added value to the consumer. The second question that marketers should ask themselves is whether their campaigns actually affect sales volumes. During periods that are generally characterized by a peak in transactions, is it possible to say that a specific campaign generated the extra conversions?
Here are five steps that would allow you to be more efficient in your marketing communication.