🚨BFCM to Long-Term Success 🚀: Strategies Unveiled!

#HTE 243- 🤩Also Know BFCM Data & Instacart Ad Campaigns

November 18, 2023 • Estimated Reading Time: 13 minutes

Hello Hello Marketers!!!! 😍

Welcome to the Saturday edition! 

Today, we're unlocking the secrets to turn Black Friday into a catalyst for enduring success. Discover "4️ Ways to Leverage Black Friday for Long-Term Profitability" and elevate your strategy beyond the immediate gains. Unleash the power of precise Instacart ad campaigns with "🛒 How to Create Better Instacart Ad Campaigns 🎯." Dive into insightful "📊 Last Year's BFCM Data 📆" for data-driven decisions. It's not just about a day; it's about building a foundation for sustained growth. 

Newcomers welcome to HTE's hub! Join 35k+ CEOs, CMOs, and marketers for game-changing insights. Get ahead, sign up for brilliance, and let's rise together! 🚀

Let's make this Black Friday your launchpad to long-term profitability!

📈 4️ Ways to Leverage Black Friday for Long-Term Profitability 🚀

🛒 How to Create Better Instacart Ad Campaigns 🎯

📊 Last Year's BFCM Data 📆

📈 4️ Ways to Leverage Black Friday for Long-Term Profitability 🚀

Black Friday is a major shopping event known for its attractive deals. While the immediate sales boost is enticing, smart retailers should use it as an opportunity for long-term success. By leveraging Black Friday strategically, businesses can build customer loyalty, strengthen their brand, increase engagement, and establish control over promotions for sustainable growth.

  1. 🛍️ Building Customer Loyalty on Black Friday

Acquiring new customers is crucial, but retaining existing ones is even more lucrative. This Black Friday, smart retailers can go beyond transactions to focus on building lasting relationships. Here's how:

Personalized Recommendations: Tailor suggestions based on customers' past purchases and browsing history for a personalized shopping experience.

Seamless Shopping Journey: Ensure a smooth experience with user-friendly filters, clear product descriptions, and responsive customer support.

Exceptional Services: Offer extended return periods, free shipping, and a hassle-free refund process to exceed customer expectations.

Loyalty Programs: Introduce loyalty programs like Sephora and Adidas’ adiClub, allowing customers to earn points on Black Friday purchases for future discounts.

Personalized Emails: Send post-Black Friday emails with exclusive promotions, expressing gratitude for their loyalty.

Special Incentives: Provide gifts or extra discounts to Black Friday shoppers, encouraging them to return for more deals throughout the year.

By blending these strategies, retailers can maximize Black Friday sales while fostering customer loyalty and long-term connections. 🌟

  1. Unlocking Brand Value on Black Friday 🌟

Black Friday isn't just about discounts; it's a golden opportunity for brands to shine. Craft a unique brand experience to stand out from the crowd. 🚀 Strengthen your identity and make Black Friday promotions align seamlessly with it.

Embrace values like sustainability and social responsibility. In 2021, Oskia Skincare donated all Black Friday profits to Women for Women International, setting a compassionate precedent. 🌍

Pantee took a bold approach in 2022, limiting site access to engaged community members only. This forced reflection on purchases, shifting from impulse buying to thoughtful decisions. 💭

Birdsong's 'Transparent Friday' movement in London exposed the true costs of fashion. Customers were given the power to decide on a 10% or 15% contribution, fostering a sense of responsibility. 👗💰

These moves resonate with conscious consumers. By weaving them into Black Friday campaigns, you not only attract like-minded shoppers but also build trust and loyalty. 🤝

Investing in your brand is a long-term game. Though it may incur initial costs, the payoff is a lower Customer Acquisition Cost (CAC) as brand recognition grows. 📈💰

  1. Continue Engagement 🚀

Successful companies understand the value of sustained revenue beyond Black Friday. Here are effective strategies to keep sales booming throughout the year:

Personalized Email Marketing 📧: Utilize customer data to tailor emails with recommendations, exclusive discounts, and personalized offers. Strengthen connections, drive engagement, and boost sales post-Black Friday.

Social Media Advertising 📱: Leverage platforms like Facebook, Instagram, and TikTok for targeted marketing. Narrow down your audience based on demographics and interests to create engaging advertisements. Monitor and optimize campaigns to drive conversions year-round.

Influencer Marketing 🌟: Collaborate with influencers aligned with your brand's audience and values. Utilize influencers' reach to promote products beyond Black Friday through reviews, sponsored content, and collaborations.

Seasonal and Event-Based Campaigns 🎉: Capitalize on holidays, seasons, and events throughout the year. Tailor campaigns around occasions like Mother's Day or back-to-school season with themed collections and limited-time offers to drive sales.

  1. Promote the Right Products 📈

Leverage product performance data to inform long-term strategies. Focus on crucial metrics like margin, revenue, and ad spend to identify the most profitable products. Consider a Product Performance Management (PPM) platform to gain visibility and control over-promoted products, ensuring the right items are highlighted.

  • Targeted Campaigns Based on Product Data 📊: Use product performance data to inform targeted campaigns. Identify top-performing products and create specific goals, such as scaling revenue, increasing profits, or launching new products. Launch campaigns with their own bids and budgets, ensuring optimal promotion.

  • Addressing Profitability Challenges 📉: Black Friday campaigns can impact margins. Use product performance data to allocate budgets effectively. On average, 80% of a retailer’s social ad budget is spent on just 5% of their catalog. A PPM platform ensures control over which products get promoted, optimizing profitability.

  • Handling Returns Strategically ♻️: Identify products with a high return rate using performance data. Create rules to limit the promotion of such items or develop special post-Black Friday promo campaigns. Improve demand forecasting by not restocking items with poor performance or high return likelihood.

  • Optimizing Long-Term Inventory Management 📦: Use product performance insights to refine demand forecasting. Identify products that perform poorly or are likely to get returned, adjusting inventory management strategies for sustained success throughout the year. 🛍️💡

🛒 How to Create Better Instacart Ad Campaigns 🎯

Mastering Instacart ads requires strategic planning. Follow these comprehensive steps for a successful Instacart advertising campaign:

  1. Set a Budget 📊:

Begin with a test budget, typically ranging from $300 to $1,000 per day. The ideal amount depends on your campaign goals, niche competitiveness, and overall scale. Test the waters before committing to a larger budget.

  1. Group Your Products 🛒:

After setting a budget, organize your products by type or category. This simplifies the process of tailoring your ad content and targeting specific product groups. Prioritize products with active coupons, as these tend to attract more attention and drive conversions.

  1. Choose and Group Keywords 🔍:

The success of your Instacart ad campaign hinges on selecting the right keywords. Opt for exact keyword matches to ensure your ads show up for relevant searches. Analyze which keywords drive conversions, keeping in mind that keywords can't be paused, and the minimum bid is 15 cents. Strategically choose keywords to maximize your budget.

  1. Choose the Right Bidding 💰:

Consider the selling prices of your products when setting bids. Higher-priced items may require higher bids to stay competitive. Choose between manual and optimized bidding options. While optimized bidding is convenient for beginners, it may limit real-time adjustments. Additionally, set a minimum Return on Ad Spend (ROAS) goal to ensure your campaign aligns with profit targets.

  1. Target Specific Geographies 🌎:

To effectively reach your audience, target specific geographic locations. This allows you to tailor your campaigns to the preferences and needs of customers in those areas, increasing the relevance of your ads.

  1. QA Your Campaign ✔️:

Quality assurance is crucial for maintaining the effectiveness of your campaign. Verify the accuracy of product information, including UPCs, inventory levels, and item descriptions. High-quality and eye-catching product images are vital, as they significantly impact shoppers' interest in your listings.

  1. Continuously Monitor and Optimize 🔄:

Successful Instacart advertising requires ongoing monitoring and optimization. Utilize the features available in Instacart Ads Manager, such as tracking ROAS and monitoring new-to-brand sales. Collaborate with agencies for more advanced reporting. Leverage available data to ensure you achieve the best possible Return on Investment (ROI). Make adjustments to your campaign on the fly or after it concludes to continuously enhance its performance and effectiveness.

By following these steps, you'll be well-equipped to navigate the intricacies of Instacart advertising and achieve optimal results.

📊 Last Year's BFCM Data 📆

📈 In 2022, there was a notable surge in week-over-week list growth during the Black Friday and Cyber Monday (BFCM) week, nearly doubling the average.

📈 High-performing entities experienced substantial increases in their November subscriber lists. The top 30th percentile witnessed a 42% growth, the top 20th percentile saw a 72% increase, and the top 10th percentile recorded an impressive 146% month-over-month growth. The bottom line? Achieving significant list growth is feasible with prioritized efforts.

📈 On the whole, 60% of Postscript merchants observed a stronger growth in subscribers in November compared to October.

📈 Bonus Stat: Earnings per message revealed that Multimedia Messaging Service (MMS) consistently outperformed Short Message Service (SMS) throughout the BFCM period. The most substantial differences in performance between MMS and SMS were observed on Thanksgiving (2.5X), the Tuesday before Thanksgiving (approximately 2X), the Wednesday before Thanksgiving (around 2X), and the Tuesday following Cyber Monday (about 2X).

Brand of the Week 🔥

In a quaint kitchen, Poki and Darcey embarked on a flavorful adventure. 💑🍲 Lovers of snacks and disciples of quality food, their shared passion ignited a mission. Frustrated by the aftermath of their beloved treats, they vowed to craft the ultimate indulgence. 🚀🍿 Real ingredients, sustainably sourced, vitamin D for a sunny disposition, and a strict no to gluten, GMOs, and artificial nonsense. 🌱✅ Their kitchen became a haven of innovation, a place where better snacks were born to spread joy. 

As mixing bowls danced and ovens hummed, Poki and Darcey's dream took shape – crave-able, poppable, feel-good snacks. Now, the duo invites you to savor the culmination of their passion, because better snacks make us happy, and they made them just for you. 🌈🎁

Top Reads📚

Pronghorn backs three women-led brands  ~ 14  November 2023, Spirit Business

HTE Job Board- Get Your Dream Job With a Click✨💼

Welcome to the HTE Job Board. We connect talented individuals with exciting career opportunities. Browse through our latest job listings and find the perfect match for your skills and aspirations. 

Your Voice 🎤

Phew! That was a lot, right? But hey, knowledge is power🌟. We hope this edition gave you some insights and maybe even cleared up a few doubts.

Got questions or topics you'd like us to cover next? Holler at us! We’ll give you a shoutout in our next edition. If you have any questions, reply to this email and share your valuable feedback so we can aim to address them in our upcoming editions!

Thank you for being a part of our community !🙌

Did you find this newsletter helpful? 👍 / 👎

Your feedback keeps us going.

Until next time,

With 🧡🧡

How to E-commerce