[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Black Friday is an essential highlight in the brand marketing calendar. Every year, more than <\/span>70% of consumers<\/a><\/span><\/span> say they make purchases on this occasion, taking advantage of the exceptional promotions offered by retailers.<\/span> <\/p>\n Imported from the United States this trade festival is becoming increasingly popular in France and abroad.. In this article, we take a look back at the main issues that companies need to prepare for in order to succeed with their Black Friday marketing campaigns. We also share some <\/span> effective and original ideas to boost sales<\/b> and prepare offers for the festive season.<\/span> <\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.25.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Black Friday<\/span> is no ordinary trade fair. It offers companies a unique opportunity to <\/span>hire new prospects and re-engage their existing <\/b>customers (in the same way as sales). But the special feature of the Black Friday is that is takes place at a particularly strategic time of year. <\/span><\/p>\n It is indeed <\/span>the last weekend of november<\/b> the final stretch before Christmas shopping. Generally speaking, the 4th quarter of the year (the months of October\/November\/September) is a strategic time for companies, who generate <\/span>20 to 30% of their annual sales<\/span><\/span><\/span> <\/a>during this period.<\/span> <\/p>\n Black Friday’s marketing challenges<\/span><\/span><\/a> are therefore unique<\/b> and brands have the opportunity to implement a strategy that will enable them to target the following four marketing objectives.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n An increasing number<\/span> of companies are offering<\/span><\/span><\/a> Black Friday deals. Brands must therefore <\/span>redouble their efforts to make their campaign visible<\/b> to their target audience<\/span> <\/p>\n To capture attention, they won’t be able to rely solely on exceptional discounts (if they want to control the ROI of their Black Frday campaign). They’ll have to rely on other levers of visibility, such as originality and interactivity. <\/span> Companies can set themselves apart by organizing<\/b> a marketing competition, for example<\/span><\/span><\/b><\/a>.<\/b> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Brands are tending to communicate their Black Friday offers earlier and earlier. By spacing out their marketing campaign over several days, or even weeks, they can <\/span>create a teasing effect and better<\/b> manage<\/b> consumer<\/span> expectations<\/span><\/span><\/a> .<\/span> <\/p>\n Its also an effective approach to <\/span>staying top of mind the big day<\/b>and guide shoppers more effectively towards the offers\/products that best meet their expectations. The key is to strike the right balance to avoid advertising fatigue (and audience fatigue) by offering a variety of advertising formats that maintain engagement right through to Black Friday. A multi-channel approach will also be essential to reach consumers wherever they are. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||50px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n To convert, Black Friday marketing campaigns can’t just play on discount percentages. They can also <\/span> precisely target consumers’ product preferences,<\/b> offering them a recommendation of items or services they are more likely to want to buy.<\/span> <\/p>\n This means collecting, <\/span>in advance of Black Friday, <\/b>relevant customer data<\/a><\/span><\/span><\/b> on favorite product categories, but also on the marketing channels, payment methods and delivery options that buyers intend to prioritize. To achieve this, brands can rely on marketing games such as <\/span>Battle<\/a><\/span><\/span> or<\/span> Gift Finder<\/span><\/a>.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2023\/03\/Playable-webpage-Battle-application-sondage.webp” alt=”survey engaging marketing campaigns” title_text=”Playable-webpage-Battle-application survey” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”90%” custom_margin=”||50px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n As we’ve already mentioned, Black Friday is the start<\/span> of a particularly intense period for consumers.<\/b>. To boost sales throughout this period, it’s very important that brands<\/span> take advantage of Black Friday to collect opt-ins.<\/b> Black Friday marketing formats can be used to this end (via a simple opt-in form, for example).<\/span> <\/p>\n Brands can also take advantage of this opportunity <\/span>to continue <\/b>collecting customer preference <\/b>(with <\/span>a survey <\/span><\/span><\/span><\/a>or<\/span> swiper, <\/span><\/a><\/span><\/span>for example)<\/span>,<\/b> to optimize future campaigns. They can also encourage engaged prospects to <\/span>create a customer account<\/span> or<\/span> download their application<\/span><\/a><\/span><\/span> to boost their re-purchase rate for the rest of the year.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.25.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Gamification<\/span><\/span><\/a><\/span> is a relevant lever for meeting the challenges of a <\/strong><\/span>Black Friday marketing strategy.<\/strong><\/p>\n <\/b>Depending on the brand’s objectives, these interactive and entertaining formats can help to achieve the following goals: <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||50px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Simple mechanics such as Instants Gagnants<\/a><\/span><\/span> are ideal <\/span>for recruiting new leads and collecting optin.<\/b> before or during Black Friday. Red By SNCF, for example, relied on <\/span>the One-armed Bandit <\/span><\/a><\/span>to boost the visibility of its Black Friday campaign.<\/span> <\/p>\n The very simple principle of the game (aligning three identical patterns to unlock a gift or discount) is indeed<\/span> perfect for engaging a wide audience.<\/b> Prospects are also attracted by the prospect of finding out immediately whether they’ve won a reward or not.<\/span> <\/p>\n What’s more, the interactive, fun aspect of this Black Friday marketing campaign helped the operator <\/span>stand out at this particularly busy time of year.<\/b> <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/08\/black-friday-red-sfr.webp” alt=”marketing game black friday” title_text=”black-friday-red-sfr” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”80%” custom_margin=”||50px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n To engage existing customers during Black Friday, brands can rely on gamification mechanics highlighting their products. The idea here is to <\/span>discover its offer in a fun way<\/b>, the aim is also to collect customer preferences in order to offer more targeted product recommendations. The challenge is also to offer attractive prizes that capture the audience’s attention and make them want to participate. <\/span><\/p>\n Git, for example, offered its community the chance to<\/span> win an exceptional basket <\/b>made up exclusively of items that participants had already selected using a<\/span> shopping list.<\/a><\/span><\/span><\/span>. [\/et_pb_text][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n For Black Friday marketing campaigns to bear fruit, brands need to find effective levers to <\/span>redirect their audience to their website <\/b>(or in-store for<\/span> a drive-to-store campaign<\/span><\/span><\/a><\/span>).<\/span> <\/p>\n
\nIl est donc tr\u00e8s pertinent pour les marques de se positionner sur ce temps fort et de cr\u00e9er une strat\u00e9gie marketing Black Friday efficace, qui leur permettra de recruter et convertir de nouveaux clients<\/strong>. <\/span> <\/span><\/span><\/p>\n\n
Les enjeux marketing du Black Friday<\/strong><\/h2>\n
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Stand out from the competition<\/strong><\/h3>\n
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Engaging consumers at the right time<\/strong><\/h3>\n
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Propose relevant offers based on customer preferences<\/strong><\/h3>\n
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Collect opt-ins and build loyalty to boost repeat purchases<\/strong><\/h3>\n
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\nLa f\u00eate commerciale se d\u00e9roule en effet juste avant le Cyber Monday (qui a lieu le lundi suivant) et No\u00ebl. <\/span><\/p>\n3 marketing campaign ideas to boost Black Friday sales<\/h2>\n
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1. Recruter des leads avec un instant gagnant<\/strong><\/strong><\/h3>\n
2. Engage your community during Black Friday with a Shopping List<\/strong><\/h3>\n
\nPendant toute la semaine pr\u00e9c\u00e9dant le Black Friday, les acheteurs pouvaient ainsi tenter leur chance et remporter leur wishlist au tirage au sort. <\/span><\/p>\n3. Boost Black Friday sales with coupons<\/strong><\/h3>\n