As we approach the holiday season, we’re all considering our Black Friday marketing strategies. So today, I’m sharing my thoughts on whether Black Friday deals are a good decision for your brand and offering five key considerations to help you plan your Black Friday marketing effectively.

Because let’s be real, when Black Friday marketing is done poorly, it can create distrust with your audience. But when it’s done well, it could mean an extra cash injection that’s great for your business! 

We’ll be covering the practicalities that need to be considered, like revenue and profit margins. But we’ll also be diving into effective versus ineffective marketing if you do decide to create a Black Friday deal. I’ll also be giving you the full scoop about Highflier Powerhouse’s history with Black Friday and why we don’t see any deals on the horizon any time soon. 

1. Revenue and Profit Margins

First and foremost, consider your revenue and profit margins. Can you afford to offer a Black Friday deal? This is especially important if you’re discounting physical products or services that involve expenses like team payouts. Ensure that any promotions align with your financial goals and don’t compromise your bottom line.

For Highflier Powerhouse, a Black Friday deal literally does not make sense. Transparently, offering a Black Friday deal that would actually sound exciting for our buyer would make our profit margins tighter than we’re comfortable with. So I’m happy enjoying the holidays without offering some “once in a lifetime” deal on our Rebrand Experience.

2. Your Ideal Client’s Buying Behavior

Think about your ideal client. Are they likely to wait for a Black Friday sale to purchase your offerings? For example, in my experience with done-for-you services, clients typically don’t wait for a 5% or 10% discount on a rebrand. Understanding your audience’s buying patterns is crucial in determining whether a Black Friday promotion makes sense for your business.

Now, if you’re running a business on passive digital offers, you can imagine that your ideal buyer might already have that item in their cart and they’re just waiting for the right time or circumstance. That perfect circumstance for them might be Black Friday! So much of this comes down to understanding you buyer. So if you have questions about where your buyer is, it’s time to do some market research. Black Friday marketing without solid market research will flop every time.

3. Black Friday Marketing and Brand Positioning

Consider how a Black Friday sale might affect your brand positioning. Remember, pricing is subjective, and how people perceive your brand largely depends on how you present yourself. If you approach a sale with desperation, that’s the energy customers will associate with your brand. However, if you create a brilliant, value-packed offer, it can enhance your brand’s reputation.

Black Friday marketing that’s actually effective does not rely on icky tactics like false urgency. If you’re truly never going to offer this discount again, say that! But if that’s not true and you just say it to push people to buy, people will notice. Move with integrity and your brand positioning won’t be at risk!

4. Discounting Strategy

If you decide to offer discounts, make sure they’re compelling enough to drive action. In my opinion, 5-10% off isn’t usually enough to create urgency, especially for service-based businesses. Consider whether discounting is common in your brand strategy and how it might impact future buying behavior. You might want to create a special offer exclusively for Black Friday to maintain the uniqueness of the promotion.

If you do create a new offer, there are a few things to consider. Number one, Black Friday usually means a super short conversion runway. People might have a week or two of awareness before it’s time to make their buying decision. That means your branding has to be on point to convey the offer’s transformation. You have to be able to convince people they need this offer that didn’t even exist to them a week ago.

So how can you do that? You have to bring a new level of creativity and specificity to your branding and marketing. They need to understand your offer quickly through your marketing, messaging, and graphics!

5. Demand and Marketing

Lastly, I want to emphasize that a Black Friday sale won’t fix underlying issues with your product or service.assess the current demand for your offerings. If you’re struggling to generate interest or bookings, focus on addressing those core problems first. Effective marketing and messaging are crucial for a successful promotion, so ensure you have a solid strategy in place.

So if you’re dealing with foundational issues when it comes to creating demand, please do not approach Black Friday as your band-aid fix. At the end of the day, Black Friday can really cost you money if you’re moving from a place of insecurity.

Alternatives to Black Friday Sales

If you decide that a Black Friday sale isn’t right for your brand, consider these alternatives:

• New Year promotions
• Challenges or special events
• Exclusive bonuses or perks
• Early access to new offerings

Remember, the key to a successful promotion is aligning it with your brand values and customer needs. Whether you choose to participate in Black Friday or not, make sure your decision supports your long-term business goals and maintains the integrity of your brand. Just because everyone else seems to be doing it does not mean it’s the right choice for you.

Whatever you choose, approach it with confidence and creativity to maximize its impact on your business. And if you’re full steam ahead on Black Friday with a killer idea in your pocket, check out our Design on Demand retainer for support with your Black Friday marketing!