The leaves falling now will soon give way to snowfall. That means the time to begin planning your black friday marketing campaigns (if you haven’t started already) is right now. Implementing the right strategies for your Black Friday or Cyber Monday promos can help you close the year strong, while setting the stage for a highly successful new year. A few pointers to keep in mind as you finalize your Black Friday marketing campaigns include:
Identify Who Your Best Customers Are and Where They Reside
Failing to identify your ideal customer is a mistake that can tank your holiday marketing efforts. Once you’ve created an ideal customer profile, the next step is to identify methods for reaching them. That’s where postcard marketing campaigns enter the picture. Using tools like GrowMail’s EDDM map tool and Targeted Direct Mail software makes communicating with your ideal customer easier than you can imagine.
GrowMail’s Targeted Direct Mail software enables you to create custom mailing lists based on criteria like age, income level, location and more. And you can use the EDDM map tool to identify mailing routes with a high concentration of the customer you’re hoping to target. As an added bonus, EDDM campaigns enable you to send mailers as large as a tri-fold brochure for as little as $0.23 per piece. The only catch with EDDM is that every address on your selected mailing route receives the same mail piece.
Implement an Omnichannel Strategy
Another mistake regarding your Black Friday marketing campaign you should avoid is relying too heavily on just one specific channel. Let’s say for instance that your only means of marketing is via email. In this case, you could be neglecting a massive segment of your audience that fails to check their inbox daily. Implementing an omnichannel marketing strategy entails leveraging multiple channels to get your message across. A few examples of how you can develop an omnichannel marketing strategy ahead of the holidays include:
- Social Media
Being active on social media can go a long way in keeping your customers abreast of your Black Friday deals. But you have to keep in mind that not everyone that may be interested in your offer logs into their social channels daily. By circulating your message on other channels like email and through the mailbox ensures your message is received even when your audience is offline.
- TV & Radio
If you rely on TV or radio ads for marketing, there’s always a chance that people listening may have missed your offer. After all, people are often busy multitasking while listening to the radio or watching TV. If someone misses the details of your ad because they’re too busy driving or taking care of household chores, an omnichannel marketing strategy can ensure they receive your message through other methods like postcards or emails.
- Direct Mail
One of the reasons why direct mail can serve as the focal point of an omnichannel marketing strategy is because they can be easily woven into the rest of your efforts. For example, if you’re active on social media, you can include a QR code on your postcard that takes recipients directly onto your most popular social channel. This encourages them to engage with you online.
Prominently Highlight Customer Feedback
Checking the reviews of a brand or product you’re considering buying for the first time is a standard practice for most customers nowadays. Showcasing them wherever you can within your marketing efforts can go a long way in helping you earn more holiday customers. The last thing you want to happen is for your potential customers to get so impressed by a competitor’s reviews they shop with them before even reading your reviews. Including ratings and testimonials on marketing collateral like postcards can prevent this from happening.
After all, customers would prefer to learn about what makes your brand special from other customers as opposed to any other method. Additionally, including these reviews on postcards could potentially answer key questions prospective customers have about your brand or products. And that could be instrumental in nudging them to give you a try.
Track The Results of Your Black Friday Marketing Campaigns
Don’t underestimate the importance of tracking your Black Friday marketing campaign results. Tracking your holiday mailing campaigns provides clarity regarding whether or not your efforts are resonating with your audience. Keeping track of how successful this year’s Black Friday marketing campaign could be exactly what it takes to make next year’s efforts even better. A few trusted tracking methods include:
- QR Codes
If you’re sitting down to dinner at a new, casual restaurant, you might expect to see a QR code eventually. But when recipients are checking their mailboxes, a QR code may be the last thing they anticipate seeing on a postcard taking them to your website. This makes it great for grabbing attention. And you’ll be able to see how many recipients scanned it once your campaign concludes.
- Tracking Phone Numbers
If you include your phone number on your mail piece, and you subsequently begin getting more phone calls it might be safe to assume that they resulted from your campaign. But the only way to be sure that this attribution is correct is to include a tracking phone number on your postcards. Then once your campaign concludes, you’ll be able to accurately trace which phone calls you received came as a result of your postcards.
- Unique URL
Including a landing page and URL that is specific to your mailing campaign accomplishes multiple goals. First is that it makes the process of taking the next step simple for your recipients. This also helps you track how engaging your mail piece was, since you’ll receive a report informing you how much traffic your unique URL received once your campaign ends.
Rely On GrowMail for Your Black Friday Marketing Campaigns
You don’t have to embark on your Black Friday marketing campaign alone. The trusted marketing specialists at Growmail are eager to guide you to your best holiday season yet. To begin your campaign in time for the holiday rush, request a free printing quote today!