Black Friday. It’s not just a day, it’s a phenomenon.
Every year, consumers eagerly await the sales and discounts that accompany this shopping extravaganza.
But amidst all the noise, how does a brand carve out its niche and secure optimal sales?
The data from Black Friday 2022 suggests that early access campaigns might be the golden key.
Black Friday – More Than Just A Shopping Day
Imagine a day when shoppers are so enthusiastic that they willingly camp outside stores, digitally and physically, hoping to grab the best deals.
That’s Black Friday for you.
But the competition is fierce. Every brand is vying for attention. The stats show, however, that early access campaigns give you the edge.
For instance, for one of our clients, their Loyalty Member Preview for Black Friday 2022 had a staggering 89.61x ROAS (Return On Advertising Spend) on social, with a low CPP (Cost Per Purchase) of just $1.28. This was in stark contrast to the broader audience access which saw a 53.24x ROAS and a CPP of $1.98.
Understanding Early Access Campaigns
At its core, early access campaigns are about exclusivity.
By offering a sneak peek or a special deal to your loyal customers or subscribers ahead of the main event, you create a buzz and a sense of loyalty. It’s like rolling out the red carpet for your most valued clientele.
Why They Matter
Building Hype and Anticipation: By teasing your customers with a glimpse of what’s to come, you’re building anticipation. It’s human nature to be curious, and early access campaigns tap right into that.
Creating Loyalty: Offering early access is a nod to your most loyal customers. This was evident when our Loyalty Member Preview messaging generated a whopping 68% higher ROAS compared to general access, showing that these loyal customers were more inclined to make purchases.
Beat the Competition: With such statistics at your disposal, get a jumpstart on your competitors. Instead of waiting for the main event, you’re already in the game, racking up sales and gathering data on what your customers want at a 35% cheaper cost per purchase ($1.28) compared to general access.
Leveraging Early Access for Brand Marketing
Engagement: With targeted emails, social media campaigns, or even personalised messages, you engage your audience even before Black Friday hits.
Brand Differentiation: In a market saturated with Black Friday sales, offering early access can set your brand apart. It shows you’re proactive, consumer-centric, and ready to offer something unique.
Collecting Feedback: An early access campaign also gives you a head start in gauging consumer response. You can fine-tune your main campaign based on this feedback.
Make The Most Of It With Expertise
Sure, early access campaigns sound great, but they can be tricky to navigate.
It’s not just about offering a deal earlier than everyone else. It’s about the right strategy, the right messaging, and the perfect execution.
That’s where expertise comes in. Think of it like having a seasoned guide while climbing a mountain.
Someone who knows the best routes, understands the challenges, and ensures you reach the peak.
Black Friday and Beyond
Black Friday is more than a day of sales. It’s an opportunity.
An opportunity to connect with your customers, to boost sales, and to elevate your brand.
Early access campaigns are your ticket to making the most of this opportunity.
While the road might be challenging, remember that the right expertise can make all the difference.