Unlocking Marketing Secrets: What Black Friday Taught Me
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Chapter 1: A Surprising Marketing Encounter
My journey began like many typical shopping experiences. I stumbled across an Instagram ad promoting a free product. All that was required was to pay for shipping and handling on three full-sized items. It seemed like a fantastic offer.
However, what followed was an unexpected twist: I ended up spending over £100 on additional purchases. I eagerly shared my experience with friends and now find myself writing this post. How did this happen? The brand had a deep understanding of my preferences.
I wouldn’t have made a purchase if I hadn’t been interested in the free items. This might seem obvious, yet we witness similar scenarios often — promotional pens, tote bags, or stickers at events that usually go unused. Frequently, these giveaways are unrelated to the company's core products and are often discarded.
In this case, though, the gifts were practical: a shampoo bar, citrus soap, and charcoal cleanser — all popular items that I would use. Upon receiving these high-quality products, I felt a desire to explore more of their offerings.
This leads us to the next point: the strategic follow-up marketing.
I opted into their marketing emails when I made my purchase. Just a couple of weeks after receiving the products, the emails began to arrive. The timing was impeccable, especially as I received the first email in mid-October.
Having had ample time to enjoy the gifts before the holiday season, I was now faced with enticing Black Friday promotions. With Christmas on the horizon, the emails were perfectly timed to encourage purchases for myself or potential gifts.
Although I initially browsed with the intention of buying one or two specific items, I found myself increasingly tempted by upsells as I navigated the site. Suggestions for related products, items frequently bought together, and time-sensitive offers worked their charm. The vast array of products available made it easy to think about gifts or future purchases.
Before I realized it, my shopping cart total felt justified for the abundance of self-care products I was acquiring.
Section 1.1: The Power of Strategic Promotions
Their business model effectively transformed giveaways into long-term customers. This strategy is successful only if the recipients can be turned into repeat buyers. It wouldn't be as effective for products that are expensive, long-lasting, or seldom needed.
However, the brand specializes in daily-use self-care items that require regular replenishment — making it an ideal category for capturing long-term customer value. They have curated a vast selection of tempting products, allowing me to keep purchasing over time. Even if I disliked one item, there were dozens of alternatives available. They had also recently introduced a new professional range at a discount for Black Friday, all of which boasted positive reviews and testimonials. I felt like part of a community rather than just another customer.
This company has meticulously crafted their product offerings and marketing strategies to make the most of 'free gift' promotions. Their approach to customer acquisition and retention is impressively cohesive.
Section 1.2: The Effectiveness of Knowing the Game
It's fascinating how effective these strategies are, even when you are aware of them!
In this video, discover the marketing tactics photographers can use for a successful Black Friday.
Chapter 2: Planning for Success
With the lessons learned from this experience, I encourage others to share if they have encountered similar marketing strategies with other brands.
Explore various marketing ideas and preparations for Black Friday in this insightful video.