BFCM Campaign Planning: How to Supercharge Ecommerce Sales
• 8 min read📖
• 8 min read📖
BFCM campaign planning is a must if you want to take advantage of increased consumer activity to boost your ecommerce sales.
During this time, consumers are looking for the best deals and discounts so you want to make sure your products are front and centre. Of course there’ll be lots of other brands doing exactly the same thing so you need to get ahead.
Lots of brands, both small and large, take advantage of the BFCM shopping period but not all of them give themselves enough time to really make an impact. It can be easy to get lost in other tasks and responsibilities and find this season suddenly creeping up on you!
But by planning ahead and carefully considering how you’re going to engage customers, you can leverage this shopping frenzy and enjoy more sales.
Keep reading to learn more about BFCM campaign planning including the strategies you can use to maximise your success.
What Is BFCM?
BFCM stands for Black Friday Cyber Monday which is a 4 day shopping bonanza. Originating in the US, this phenomena has expanded just about everywhere, with brands and consumers realising the huge potential.
If we break it down, Black Friday is traditionally in-store bargains with stores slashing the usual prices of their products. This takes place on the day after Thanksgiving at the back end of November and sees shoppers racing to the shops to bag the best deals. That said, in recent years, retailers have started offering their Black Friday deals both in-store and online, sometimes even starting the discounts before the actual Friday.
Cyber Monday follows just after this, taking place on the Monday after the weekend and is more focused on ecommerce sales. Brands taking advantage of Cyber Monday often push online discounts and sales to drive more revenue through their website.
Both events are key for any business as they provide a huge opportunity to capture shoppers who are actively searching for deals. However, planning ahead of time is key to make sure your campaigns make an impact.
Don’t leave it to the last minute as when your campaigns are set up properly, you can boost your sales and take advantage of heightened consumer activity.
Why BFCM Campaign Planning Is Important
The competition during Black Friday and Cyber Monday is fierce as consumers have so many deals and offers to choose from. Every brand is trying to do the same, so you need to make sure your products are seen.
It’s so easy for your offering to get lost in the noise, regardless of how good your discounts are. To stand out and make an impact, you need to plan in advance. Here’s some further reasons why BFCM campaign planning is crucial:
Maximise your sales: BFCM is one of the biggest shopping events of the year, with consumers actively searching for the best deals. A well-planned campaign ensures your brand is top of mind, helping you capture a larger share of the market.
Boost your marketing: Early planning allows you to fine-tune your marketing strategy. By understanding your audience and previous campaign performance, you can create targeted ads, personalised emails, and compelling social media content that resonates with your customers.
Improve customer experience: A well-planned campaign also considers customer service. Anticipate the influx of inquiries and prepare your team to handle them efficiently. Happy customers are more likely to complete their purchases and return for future sales.
Beat the competition: The BFCM landscape is highly competitive. By planning early, you can secure the best ad placements, negotiate partnerships, and develop unique offers that set you apart from your competitors.
Gain better insights: Early planning gives you time to analyse data from previous years, identify trends, and adjust your strategy accordingly. This data-driven approach increases the chances of your campaign’s success.
BFCM Marketing Strategies to Maximise Sales
To make sure you don’t miss out on the BFCM period, you need a carefully planned strategy that includes a mix of tactics to capture your audience wherever they might be.
From flash sales and exclusive offers, to personalised email marketing that makes customers feel valued, we’re exploring key strategies that can help you maximise sales during this busy shopping weekend.
Create limited offers
None of us like missing out on a bargain! By creating limited time offers, you’re building a sense of urgency which is a powerful motivator during BFCM.
By only offering deals for a certain amount of time, you’re encouraging people to shop quicker to get their hands on the best discounts. In your campaign, make sure you highlight the time-sensitive nature of these deals so people don’t delay making a purchase. This might include adding a countdown time to your website or social media posts to build the hype.
Use email marketing
Email marketing is one of the best channels for reaching your audience during BFCM as you’re delivering your message straight to their inbox. To be more targeted with your email marketing efforts, segment your list based on customer behaviour, purchase history, and preferences so that the content makes more of an impact.
Giving loyal customers early access to sales or exclusive discounts can also be promoted through targeted email campaigns.
Optimise your website
Your website needs to provide the best user experience considering how much traffic it will get during the BFCM period. Due to this surge, it needs to still deliver quick loading times and be easy to navigate ensuring website users convert.
You should also review your checkout process ensuring it’s smooth and easy to use. If there are any points of friction, try and simplify it as you want to make it as easy as possible for users to make a purchase.
Leverage social media
Social media is your best friend when it comes to building hype around your BFCM deals. Make sure you create a range of content including reels, teaser posts, videos, and live streams, to show customers what you have on offer.
You could also partner with social media influencers to tap into their reach. It’s important to collaborate with someone who aligns with your brand values and audience ensuring the content resonates with the right people.
Use retargeting campaigns to re-engage shoppers
Not every visitor will make a purchase on their first visit as it’s easy to be distracted or enticed by other offers. This is where retargeting campaigns come into play as they allow you to reconnect with potential customers who have shown interest in your products but haven’t yet completed a purchase.
By using dynamic display ads that show customers the exact products they viewed or added to their basket, you’re staying top of mind whilst also pushing them closer to buying.
How To Plan Your BFCM Campaigns
Now you know why BFCM campaign planning is important, and the strategies you can use to promote your deals, it’s important to get planning.
Even the best campaign or idea in the world can fall flat, if you don’t have enough time to execute it. Follow the steps below when it comes to preparing your BFCM efforts.
Work out which products you want to include – Consider popular items or those that could benefit from increased exposure.
Identify which channels you’re going to use – Determine the marketing channels that will be most effective for reaching your audience.
Set clear goals – Consider sales targets, website traffic, or customer acquisition as this will help you track progress and evaluate success.
Create a content calendar – This should include content creation, launches, email sends, and any other promotional activities.
Test your website and checkout process – Before the BFCM period starts, test your website and checkout process to ensure everything runs smoothly.
Plan customer support – Consider setting up chatbots for common questions or extending support hours as there will be an increase in customer demand.
Don’t leave it until the last minute as you’ll miss out on one of the busiest shopping seasons of the year! Give yourself time to plan, prepare, and execute your campaigns, ensuring they capture shoppers searching for the best deals.
BFCM Campaign Planning: How to Supercharge Ecommerce Sales
BFCM is one of the busiest times for brands, so make sure you don’t miss out on the hype by starting your planning early!
You need to give yourself time to plan the content you need, including any written content, design assets, and promotional materials, which can all take more time than you might expect. This can be made even more difficult if you’re managing it all-in house as there’s a lot of prep that goes into creating a strong BFCM campaign.
One way to alleviate this pressure and ensure everything is completed to your deadline, is to partner with a professional agency. These companies have dedicated individuals in content, design, and web, ensuring your BFCM campaigns hit the mark.
At Discovery, we’ve worked with numerous brands to help them take advantage of this busy shopping period to increase their sales. To find out more about how we can help, get in touch with our team.
