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How to Maximize Your Black Friday/Cyber Monday Feeding Frenzy NOW | Perpetual Traffic EP 624
28 ideas de marketing sacadas de «How to Maximize Your Black Friday/Cyber Monday Feeding Frenzy NOW | Perpetual Traffic EP 624», de Perpetual Traffic…
- 28 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 54 min
- Publicada en 2024
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Sustituir descuentos agresivos por regalos con compra (GWP) de bajo costo y alto valor percibido
Oferta y precioEn lugar de aplicar descuentos porcentuales profundos que erosionan el margen de contribución, resulta más rentable incluir un regalo con compra (GWP) de producto de marca cuyo costo unitario de producción sea bajo pero su valor percibido en el mercado sea alto, limitándolo a un volumen determinado para generar urgencia.
a free gift with purchase I can't tell you enough that like free gift with purchase is amazing and if say doing 10% off and then you free gift with purchase first 100 people get it you have a sense you give them something that is branded is aligned with what their product offering is and then you add additional this mug here uh this mug probably costs like what a150 and you can sell this for $25 and if you pack it like rented it as into shipping now you've essentially added $25 of value to the order so even
Escúchalo en el minuto 19:23
Validar audiencias y creatividades publicitarias entre septiembre y mediados de octubre antes de Black Friday
Canales de adquisiciónPara maximizar la rentabilidad de las campañas de Black Friday, se deben preparar los activos publicitarios en agosto y probarlos activamente entre septiembre y el 15 de octubre. Este periodo ofrece la mayor eficiencia de costo por adquisición para validar qué creatividades y audiencias resuenan mejor antes de que los costos publicitarios aumenten drásticamente en noviembre.
is when like August we start building the assets together and September in our like how we start mapping things up September is when you're testing your different creatives you're finding is it resonating the best with your Target effort behind it start figuring out which Creative Concepts work well in September get those assets together in offer against you got to find those audiences in September till about October 15 that's the prime time to get the most efficiency out of your ad spend for new audience identification if
Escúchalo en el minuto 18:07
Oferta y precioEntregar un regalo misterioso o aleatorio en lugar de un obsequio fijo genera curiosidad y eleva la percepción de valor incluso con artículos de muy bajo costo unitario ($1-$2 USD), permitiendo además gamificar el carrito mediante umbrales de gasto para desbloquear regalos adicionales.
free gift with purchase but it was a surprise gift and and it was so successful buzz because it was like this mystery gift and it was you know some of it like it you could actually do a little bit less on the value because it was a mystery because the mystery gave it an aura and because it was such a surprise worked so well and the fact that each one of those things was literally like it cost them like a dollar$ two dollars reveal sounds amazing but it can also encourage incentivized repurchase during the holiday period and then it's like hey or maybe every $50 we insert another one every…
Escúchalo en el minuto 21:23
Construir mapas de ruta de contenido por avatar como lead magnet para bibliotecas grandes de medios
ConversiónCuando un negocio cuenta con un volumen abrumador de contenido (como un podcast o canal de YouTube), empaquetar rutas de inicio y listas curadas por rol o avatar funciona como un lead magnet eficaz para facilitar el consumo y educar antes de la venta.
podcast example if you have a brand that has a podcast or a YouTube channel where you have a lot of content that you've already done we've created road maps of that content that goes specifically to the different Avatar I'll I'll use a listen to it so imagine if you had like here's the road map of which podcast episodes which YouTube videos make the most sense based off of the position you so you give them a road map of where to start when you already have an overwhelming amount of content so creating those different road maps are
Escúchalo en el minuto 28:43
Canales de adquisiciónCuando los costos publicitarios de Black Friday resultan inviables por la competencia de grandes marcas, la estrategia recomendada es no invertir en tráfico frío pagado, limitar la oferta exclusivamente a la base de clientes existentes y reservar el presupuesto publicitario para reactivarlo a finales de diciembre («Q5»), cuando los costos publicitarios vuelven a bajar.
going to say call and sick like don't come to the party save your money because the spend is going to push you out not only is it like expensive because brick-and mortar stores come in with hail marry money we talked about okay call in sick don't spend your money if like you're going to do it and just keep that offer specifically and diligently to your existing customers save the money come Come Harder in Q5 enter the market in December and save it
Escúchalo en el minuto 17:26
Diseñar lead magnets estructurados como hojas de ruta previas a un hito clave del cliente
ConversiónPara captar clientes potenciales con alta intención de compra en servicios o productos de preparación, crea lead magnets en formato de hoja de ruta vinculados a un evento futuro con fecha límite (por ejemplo, una rutina de cuidado facial a tres meses de una boda). Esto permite iniciar la relación comercial con anticipación y se convierte en un activo de captación 'evergreen'.
that you can lead a milestone up to like a big event so like we've had clients really good lead magnets are like like skincare esthetician clients in-person services is is like a road map of how to make sure you have clear skin on the much predict whether or not you're going to be fully broken out or not and you have to start treating your skin three months out so we've had in-person service providers that can get ahead of those conversations with Brides when type of language can carry over and it can become an evergreen component it's
Escúchalo en el minuto 35:16
Canales de adquisiciónCuando los costos publicitarios de Black Friday resultan inviables por la competencia de grandes marcas, la estrategia recomendada es no invertir en tráfico frío pagado, limitar la oferta exclusivamente a la base de clientes existentes y reservar el presupuesto publicitario para reactivarlo a finales de diciembre («Q5»), cuando los costos publicitarios vuelven a bajar.
going to say call and sick like don't come to the party save your money because the spend is going to push you out not only is it like expensive because brick-and mortar stores come in with hail marry money we talked about okay call in sick don't spend your money if like you're going to do it and just keep that offer specifically and diligently to your existing customers save the money come Come Harder in Q5 enter the market in December and save it
Escúchalo en el minuto 17:26
Iniciar captación de leads en julio para preparar Black Friday
Canales de adquisiciónLas marcas de ecommerce deben iniciar campañas de generación de leads meses antes (en julio) para construir su base de datos a costos publicitarios más bajos, en lugar de competir directamente por conversiones caras en noviembre.
Chang a little bit but in July we start saying like hey guys it's July it's the beginning of summer we got time now but we need to start talking about Black Friday what are we thinking about for offers we need to start pulling reports on how did Black Friday perform last year what lessons did we learn uh what are we not going to repeat what are we definitely going to repeat and it's like July is taking inventory July is also about what other opportunities can we go after with ads so that we can start building our list in July to start getting in front of customers that are at a higher level…
Escúchalo en el minuto 5:48
Usar quizzes y guías de estilo como lead magnets en catálogos extensos para reducir la parálisis de decisión
ConversiónEn tiendas con gran cantidad de referencias (large SKU), la propuesta de valor clave es el ahorro de tiempo y la curaduría; emplear cuestionarios de recomendación o guías de estilo temáticas como lead magnets orienta al usuario hacia colecciones específicas según su perfil o necesidad, facilitando la conversión.
create the quiz because the best thing that when you have a large skew store the best solution you provide is not the product it's the timesaving you're providing them a curated experience it's the same as like not selling food food they're saving decision-making time right and overspend you have multiple ones a quiz is such a Style then if it's a clothing store I'd recommend creating a lead magnic of style guides and like colors that match professional CEO collection so you can have a guide that goes into curated collection of product products that match that color palette products that…
Escúchalo en el minuto 47:40
ConversiónEs recomendable iniciar la captura de leads y construcción de listas templadas con varios meses de anticipación (desde julio o septiembre), ya que intentar adquirir clientes con tráfico frío durante Black Friday resulta excesivamente costoso y erosiona los márgenes.
should be preparing for it right now like if you if lead genen is going to be if those warm lists are going to be the ones that you're going to Market to for Black Friday Cyber Monday now is the time you should be capturing those everything about this holiday it's the most expensive time to acquire a customer for the least amount of profit at an individual
Escúchalo en el minuto 1:33
Captación escalonada con lista VIP tipo «Velvet Rope» para campañas estacionales
ConversiónTras captar leads mediante recursos iniciales como quizzes o descargables, incentiva un segundo registro opt-in exclusivo («cuerda de terciopelo» o círculo interno) que ofrezca incentivos de alto valor, como descuentos mayores o regalos sorpresa previos a las ventas masivas.
learned here I'm hearing quizzes I'm hearing lead magnets and all of this stuff and I love the idea of using a lot of these and then having them opt in again for like you know a Velvet Rope kind of inner circle gr it has a specific you know real like this is the real good stuff you got to opt in here and and you get even bigger discount or you give you know uh additional gifts or maybe a a mystery gift like think of
Escúchalo en el minuto 52:06
Oferta y precioUtilizar fechas comerciales intermedias (como Labor Day) para testear ofertas con descuentos moderados (20-25%) frente a los más agresivos de Black Friday (35%), generando flujo de caja con menor competencia publicitaria y preparando a los clientes para la recompra.
line and let me explain why it starts in July because the pre-black Friday sale day is Labor Day weekend we have weaker offers that we recommend our clients test on Labor Day weekend to support the offer they want to do in October or sorry in November for Black Friday itself so it's early enough in the cycle that if you have a product that's repeatable and consumable or replenishable we can do the Labor Day sale get a boost in sales not have the same competition that we do on Black Friday Cyber Monday and test the market for that type of offer the use case I say is if you're giving 35% off in…
Escúchalo en el minuto 7:06
Mensaje y copywritingUtilizar un quiz interactivo permite clasificar a los prospectos en arquetipos específicos de cliente, lo que facilita entregarles mensajes altamente relevantes y generar un sentido de identidad y pertenencia desde el primer contacto.
quiz where you can create some sort of like archetype that your client falls into then you can have more relevant messaging going to them if their whatever those archetypes are you bucket aspect you give them a safe space to identify who they are and when you're capturing that quiz result and giving them an answer you're telling them they belong and you're a safe place for them
Escúchalo en el minuto 30:14
Condicionar el pitch de venta al consumo previo del lead magnet
Retención y relación con el clienteEn la secuencia de onboarding por email (email triage), no se debe lanzar el pitch comercial hasta comprobar que el usuario haya abierto o consumido efectivamente el contenido de pre-engagement que solicitó.
look at it as pre-engagement content because they have to engage with that content before they trust you as a brand way we do email triages I need to make sure that they consumed the initial content they asked for first right I need to make sure they loaded the page got it yeah because if they don't then I'm never gonna pitch to them they don't
Escúchalo en el minuto 31:51
Necesidad de descuentos significativos y control de márgenes en Black Friday
Oferta y precioOfrecer descuentos tímidos (10-15%) en Black Friday pasa desapercibido en el mercado; la temporada exige rebajas agresivas, lo que obliga a tener una comprensión exacta de los márgenes brutos y netos para no erosionar la rentabilidad del negocio.
do you guys usually do for Black Friday and they're like oh we give like 10% off we give 15% off I'm like okay cool that's that doesn't really sound like a Black Friday you're showing up to the party with like a fruit salad or like a Jello Bowl you bought at Shaws like you know on your way there so the percentage has got to be something that is significant which cuts into to a lot of people's gross and net know tough because this is the stuff that actually matters the most like when oh my gosh when you're figuring this out you need to know what your gross you need to know what your net is and…
Escúchalo en el minuto 8:31
ConversiónImplementar quizzes interactivos que filtren el catálogo según preferencias de estilo, presupuesto o estilo de vida elimina la confusión del comprador y evita que abandone la decisión de compra por saturación de opciones.
so then when you have a quiz where you can filter down to what they're looking for what their style is what are their lifestyle preferences what is their price point whatever those things are and you're providing a solution to the overwhelm that's a really good opportunity to be like when you don't know what to choose let us help choose with more info it's it's overwhelming when you overwhelm you stop and if you're a confused buyer the confused buyer will never buy and you're like hey
Escúchalo en el minuto 42:34
Utilizar los descuentos como palanca puntual de adquisición masiva y no como estado permanente
Oferta y precioLas rebajas de precio deben reservarse estratégicamente para eventos puntuales cuyo objetivo es captar el mayor volumen posible de nuevos clientes, evitando descuentos continuos que malacostumbren a la audiencia a comprar únicamente con cupón (efecto JC Penney).
always tell people like never discount unless you actually have to or you do a sale and then but that the job of that discount is not necessarily to make you as much money it's to gather as many customers as you possibly can because it's a one-time thing right so you're I think are need need to be deployed strategically as opposed to it always sale for sure you don't want the JC Penny effect at all because then you have someone expecting to come in with price because trading your audience to expect that and if you're repeating the
Escúchalo en el minuto 24:10
La curaduría como propuesta única de venta frente a productos no diferenciados
Marca y posicionamientoCuando vendes productos que los clientes pueden encontrar fácilmente en otras tiendas o en Amazon a menor precio, la diferenciación y la marca deben construirse sobre el criterio de curaduría (estética, valores específicos, sostenibilidad o nivel de calidad) y no sobre el producto individual.
undifferentiated because it we're trying to do is brand the curation could buy any of that stuff anywhere click away or go into Amazon find the well like your USP unique selling point is the curation are you creating creating sustainable brands are you creating on a specific aesthetic a lot things people go into Sephora because they're looking for higher end curations they know have gone through the Sephora
Escúchalo en el minuto 41:03
Descuentos predecibles entrenan a la audiencia para retrasar compras
Oferta y precioLanzar promociones con ofertas idénticas y en las mismas fechas cada año acostumbra a la lista de contactos a postergar sus compras a precio regular, provocando caídas de ventas en las semanas previas al evento con descuento.
and if you do the same thing every single year too people will just you're going to get all these buyers that are going to be predictable oh we know like I can I can to hold off on my purchase we've had clients that have done that as well because they're like I know it's going to go on sale like on Labor Day weekend we we have a ton of customers that do Labor Day Weekend sales obviously it's like people are we saw and we can see this obviously if they know it's coming they'll see the Lull in the month of August like why are our sales down well it's because you've trained your audience you've…
Escúchalo en el minuto 11:06
Oferta y precioOfrecer paquetes masivos con descuentos significativos (por ejemplo, 6 meses de producto con un 30% de descuento en Black Friday) incrementa el volumen inmediato, pero agota la necesidad de recompra y reduce fuertemente las ventas de los meses subsiguientes.
buys during the holiday the only thing is like when you do that and you apply great margin on volume of purchase just know if you end up giving like six months of supplements six months of that food product at a 30% discount that's the only way like you buy six months in one order you're going to affect your sales until March yeah you're still G to compensate just know that like if you end up doing bulk sales where you're actually giving regular discounts you're going to harm the following months after
Escúchalo en el minuto 25:54
ConversiónUtilizar quizzes o checklists educativos basados en criterios de compra (como ingredientes a evitar o tipología de usuario) permite que los prospectos se autoidentifiquen como clientes ideales y consuman la propuesta de valor antes de lanzarles ofertas promocionales.
usually start like quiz campaigns we'll getting people into their ecosystem early on so that we can get them to opt into the brand opt into the messaging literally right now quizzes are the best examples quizzes that can help identify uh which type of products or programs out for what you want to do is use that lead magnet to identify who's your Target customer and if there's a Target that you're getting people that opt in and identify themselves as your Target customer someone who cares about the timeline because we firmly believe like if you don't consume you're never going to convert so…
Escúchalo en el minuto 26:45
Transparencia y venta directa frente a la venta disimulada con audiencias jóvenes
Mensaje y copywritingLos consumidores actuales (especialmente Generación Z y Millennials) asumen que el contenido de las marcas tiene una intención comercial y rechazan las transiciones sutiles o disimuladas hacia la venta. Es más efectivo entregar valor educativo directo que demuestre el estándar del producto y hacer un llamado a la acción transparente y explícito.
direct yeah you you're smart enough we the smartest consumers ever we read and consume so much more you have people in we are not buying off the cuff anymore have before so when you have the chance to provide the 71 poor clogging ingredients you don't ever want in your skin care products you provide that they like we know this gen Z is every time they look at an influencer style ad they're expecting it to be an ad it I don't I don't bury it it's not a byy the way it's like here's value now here's reason why we know that value because this is what we promise we're we're telling you here's our…
Escúchalo en el minuto 36:47
Ofrecer muestras y productos miniatura de bajo coste en el checkout para maximizar el valor de vida del cliente
Oferta y precioColocar muestras de bajo precio o formatos de prueba en el proceso final de pago reduce el riesgo para clientes nuevos y jóvenes, permitiéndoles experimentar el producto antes de comprometerse con compras mayores de alto valor medio de ticket (AOV) y construyendo un alto valor de vida del cliente (LTV).
switchs and and all the entire line was all these little samples I was like this just pulling these things out how much is that oh it's a125 like take that you are all like future long-term customers that are going to be coming back because they get just a little bit of a taste of got like the little samples and now she's buying you know 50 $60 aov every enac was small and now her lifetime value is massive enormous just enor I
Escúchalo en el minuto 46:09
Adquirir leads frescos para superar la inercia de espera por descuentos
ConversiónMantener una captación constante de nuevos prospectos semanas antes de grandes campañas estacionales permite activar a una audiencia que todavía no está condicionada a esperar descuentos futuros, sosteniendo la conversión.
who hasn't been trained on that all the leads you acquired in July ah now we're on to something so the strategery here really is bringing in New people who aren't familiar with your brand constantly so you're feeding that list so that whatever it is that you present to them I.E Labor Day Sale
Escúchalo en el minuto 11:46
Restricción de descuentos agresivos a la ventana central de Black Friday
Oferta y precioLos descuentos profundos (del 40% al 50% o más) deben limitarse exclusivamente a la ventana central de mayor intención de compra (de miércoles a martes de Black Friday/Cyber Monday) para evitar el deterioro innecesario de los márgenes y la devaluación de la marca fuera de esos días pico.
W these are high profit margins is 40 to 50% off what is this like Gucci yeah oh we don't but like oh man if someone has a 50% off deal so help me please don't let them do it outside of like the Wednesday to Tuesday because like that's
Escúchalo en el minuto 2:58
Creación de guías de compra segmentadas por avatares de destinatarios
Mensaje y copywritingEn campañas de regalos de temporada, estructura las sugerencias de compra agrupando productos bajo avatares o arquetipos específicos del destinatario final, facilitando que el comprador identifique de inmediato qué regalar según la personalidad o afición de cada persona.
but it's like what to buy for you know uh Lake dad Daryl what to buy for beer gut Berry whatever those different avatars are it's like unique gifts that will make sense for the person you're buying for and then you can see these avatars that you create that gives them like hey here's all the stuff for
Escúchalo en el minuto 50:23
Anclar los lead magnets a hitos vitales del cliente y no solo a promociones comerciales
ConversiónPara escalar la captación de leads a lo largo del año, es más efectivo conectar la promesa del lead magnet con momentos o hitos personales clave para el cliente (como graduaciones o eventos de temporada) en lugar de asociarlo únicamente a promociones de venta.
really good lead magnet if say you adapt the strategy like okay I want to keep year you can still employ these strategies like ways to do it then is want to have a clear face for prom you want a clear face for graduation you hit on those milestones and instead of the Milestones being around a sale and doing
Escúchalo en el minuto 34:55
Oferta y precioPara ejecutar promociones de regalo con compra (GWP) en Black Friday basadas en productos importados, los pedidos deben definirse a más tardar a mediados de septiembre (iniciando planificación en julio) para asegurar que el inventario arribe a tiempo.
value ad the only thing is like why we have to start planning this early is like we're coming in before Labor Day weekend if you're ordering this product that you're going to do free gift with purchase from overseas you till September 15th to figure it out because you need to have those products landed in time for it to fit in your free gift with purchase offer so that's why like we don't play the game of hey it's November we're making a Black Friday we'll do the best we can that's why we start in July because free gift would purchase Amazing Black Friday offer so
Escúchalo en el minuto 20:18
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