How to enjoy that Friday feeling
The annual November promotion can be a great opportunity for many.
It certainly was for internet retail giant Amazon, which has announced its best-ever performance, with millions of electronics, toys and beauty products sold.
But for others, jumping on the Black Friday bandwagon can be a costly mistake.
Purpose Media digital strategist Callum Alton says too many businesses feel pressured into activity or don’t plan their campaigns thoroughly enough.
“We see a lot of businesses who have rushed into doing something or take part just for the sake of it,” he says.
“That can be a huge waste of time and budget but, also, if you miss the mark in terms of understanding what your customers really value, it can impact perceptions of your company and your products for the long-term.”
Callum and his colleagues are experts in helping businesses achieve marketing cut-through, even in ‘noisy’ periods such as Black Friday.
And their efforts have yielded impressive results.
A Black Friday paid social media campaign they ran on behalf of a major internet retailer saw the client’s adverts served to an audience of nearly 250,000, generating thousands of pounds of sales and giving a more than 700 per cent return on spend.
“In that case we worked closely with the client to understand the product lines that were most appropriate to put on sale and the offer level required to draw in its customers.
“We created impactful messaging to generate awareness and built a landing page for its website which maximised opportunity from the extra visitors we drove to the site. Two-thirds of those who visited then went on to view or purchase products.
“And, crucially, we spent significant time understanding the target audience and, with Facebook and Instagram, identified the geographic locations, job titles, interests and behaviours of those who might react best to our adverts.
“It was a great success and the client was delighted.”
Although it may be nearly 12 months to the next Black Friday, Callum says businesses considering marketing around the event should start their preparations early.
“Companies need to think really carefully about what it is they want to achieve from Black Friday and what success looks like,” he says.
“Messaging needs to be crystal clear and strong enough to make you stand out. Assets, such as creative for artwork and new website landing pages need to be prepared and thoroughly tested. And the best channels for reaching your target audiences need to be identified.
“Careful planning will give you the best chance of Black Friday ending in a golden glow of success!”
Can Purpose Media help you achieve Black Friday success in 2025? Get in touch as enquiries@purposemedia.co.uk.