Tuesday, December 09, 2014
by Charlotte Steel

Black Friday & Cyber Monday: Be Part of the Global Frenzy

After the mad rush of Black Friday & Cyber Monday this year, it’s safe to say that this famous American tradition has taken the world by storm and will be here to stay.

Dating back to its American origin in the 1960's, the term 'Black Friday' was coined to mark the kick off to the Christmas shopping season. 'Black' refers to stores moving from the 'red' to the 'black,' back when accounting records were kept by hand and red ink indicated a loss, and black a profit.

The term 'Cyber Monday' was dreamt up in 2005 by a marketing team at Shop.org, a division of the National Retail Federation. The idea was to attract online retailers to provide offers to add to the madness that was fuelled off the back of Black Friday savings.

As an agency representing clients in a B2C sector, we encouraged our clients to ‘strike while the iron’s hot’ and involve themselves with the event.

The UK has adopted this US tradition so quickly that you would be foolish not to join the craze which has generated the UK an astonishing £1.3 billion this year alone during the Black Friday & Cyber Monday weekend.

Be prepared for the chaos though – this shopping fiesta isn’t for the fainthearted. The magical flamboyant £% off adverts that you simply can’t escape from lure you and everyone else in with their handsome charms, so to say that it creates a retail battleground in some shops is an understatement.

After the hustle and bustle, the screams of the consumer’s impulsive subconscious and ringing tills, retailers can sit back and enjoy the surge of revenue to prepare them for the Christmas and New Year sales rush.

A number of our clients benefited from the Black Friday and Cyber Monday weekend bonanza. Here’s a sneak peek into a particular successful case study:

Client A Case Study:

Sector: Automotive

This particular client’s approach was purely focused online.

Assets created:

- Emails
- Vouchers
- Website takeovers
- Social media adverts and header imagery

Customer base to target: circa 20,000

Black Friday Emails

We created an email for each dealership that offered £750 off any new or Approved Used car on Black Friday.

The first email was sent out on Thursday evening before the sale started, encouraging people to book an appointment online to grant them first come first served to the offers that started at 8am the following day. 32% of recipients opened the email within the first hour of the email being sent, with 18% of recipients engaging with the email and booking an appointment with their sales manager.

The second email was sent out on Friday morning at 9am with a one-touch call feature to give the recipient an easy customer CTA journey to speak to their automotive dealership to book an appointment. 25% of recipients opened the email, with 18% recipients clicking to call their dealership.

Graph

Black Friday was supported by branded website takeovers that were in keeping with the design concept so that when the recipients clicked through to the website they all had a consistent feel. Regular website visitors were also presented with a strong Black Friday message.

There were also regular social media posts throughout the day to keep up the momentum.

Cyber Monday emails

We created an email for each dealership that offered £500 off any new or Approved Used car on Cyber Monday, but the customer had to present a voucher that was attached to the email when they visited a dealership.

The first email was sent out late Sunday evening encouraging people to click through to the websites and browse the new and Approved Used ranges ready for when the offers went live at 8am the following day. 25% of recipients opened the email within the first hour of the email being sent, with 11% of recipients engaging with the email clicking through to the websites.

The second email was sent out on Monday morning at 9am with a button to download their voucher to present to their sales manager on Monday to get their £500 off their car. 20% of recipients opened the email, with 7% downloading the voucher.

Creating two campaigns that were targeting the same customer base with different offers was very interesting; this granted us an A-B testing experiment to compare the success of both methods of CTA for the customer.

Dates to remember for 2015:

Black Friday 27th November

Cyber Monday 30th November

Add them to your 2015 marketing planner and make sure you’re in it next year!