your BFCM campaign 🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️🧛🏻♀️
I'm from LA. This was my 1st Thanksgiving here in Austin. I wanted to be sure to make it special. And, not to brag, but my Thanksgiving dinner received rave reviews review. No bitching of dry turkey in this household! (Don't worry, I'll share my secret recipe below).
When planning a party, we must consider: our menu, lighting (lights off so there's no glare from the TV), and of course, our vibe (Yellowstone). Never underestimate the beautiful harmony that occurs when simultaneously listening to Kevin Costner's voice and this song.
Move over Ina, there's a new hostess in town. It was an intimate dinner party for 2. And, I even managed to snap a photo! Wow. I really can do it all! 🙂
The goal isn’t to JUST find a channel that’s working. The goal is to find a channel that’s working, then to go HARD IN THE PAINT to squeeze every single penny of revenue out of the channel.
After all, marketing is sales at scale. A great campaign without scale isn’t what we’re after.
WE’RE GOING BIG OR GOING HOME.
Influencer marketing is my favorite channel to scale. I have the tips and tricks I need to optimize the channel, thanks to #paid’s FREE GUIDE (don’t worry, I’ll share).
5 FREE TIPS TO SCALE YOUR INFLUENCER MARKETING. 5 IMPORTANT OPTIMIZATIONS. 5 WAYS TO GET AHEAD AND TO CRUSH YOUR COMPETITION (oops, sorry, I’m competitive).
I saw an ad on Friday night (Black Friday night, that is) that had the following CTA:SHOP EARLY, SHOP NOW. How can I shop early? It's already Black Friday and I've seen your ads for the past ~10 days. There's nothing early about that!
The devil is VERY MUCH in the details. You are dead on arrival if you show a customer you did something by MISTAKE. If you can’t launch the right ad, can you ship my order? Build trust, don’t break it.
🧛🏻♀️ 🧛🏻♀️
2️⃣ 10% OFF
On Black Friday Cyber Monday weekend?? What the fuck?? I can't stand it when I see a brand put their weight behind a broken offer. Serving ads, deploying SMS, and posting like they did their audience a big favor. This particular 10% offer accompanied the copy: HURRY! Shop now.
10% doesn't get me out of bed.
Would rather you: A) Don’t participate - save the ad spend and hit to brand. Sit this one out. OR B) Forego a traditional % off strategy, and instead release a holiday kit, OR include a HIGH VALUE GWP with every order.
🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️
3️⃣ AN OFFER WITH A MILLION EXCEPTIONS
Exhibit A: so many excluded from sale tags - and this is the FEATURED collection. In your featured collection, make sure every single item is available and eligible. ⬇
Before it’s shipped? If I was your customer, I’d be mad. Mad mad.
If your brand is going on sale on Friday, and you launch a new SKU that same week, then in my opinion, you can't punish your customers for shopping and supporting you ahead of a holiday weekend.
🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️
5️⃣ NO FREE SHIPPING, BUT CRAZY DISCOUNT
If you’re on huge promo, you’ve attracted a deal-seeker. A deal-seeker is not going to like seeing an $8 shipping line item in checkout.
Instead, you’ve turned that customer who was literally checking out into an abandon cart. Your customers are wildly consistent. The way to protect your P&L isn't to charge shipping during a highly competitive weekend like BFCM. You'll murder your CAC.
Protect your P&L by driving to bundles you can afford to discount and that you can afford to lose $7 in shipping on. Money is money. I'd rather spend $7 to improve the customer experience (free shipping) INSTEAD of a $20 increase to my acquisition costs because I can't convert the traffic that I've driven due to a lame onsite experience (charging shipping).
🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️
6️⃣ YOU DIDN'T REWARD PAST PURCHASERS
Take your BFCM deal, and sweeten it. Add 5% more of a discount. Or, 10%. Whatever works based off of your margins. Send out an email and an SMS the day before you launch your BFCM offer publicly. Tell the recipient that this is a thank you for shopping the brand, and then make the extra discount feel URGENT - have it expire at midnight. Then, at midnight, launch to the world.
🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️
7️⃣ YOU ONLY PUT UGLY SHIT ON SALE
Sitewide or a curated SKU mix only - not the leftovers. That’s a liquidation not a way to compete. 🙂
🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️ 🧛🏻♀️
8️⃣ YOUR POPUP MAKES NO SENSE
It doesn't make sense to have a popup onsite that says: sign up to receive 20% off (when the website itself says: 20% off sitewide, applies at checkout). It's so much better to turn off your popup, get the customer to start SHOPPING, and to reduce friction. I feel passionately about this. It's clunky.
9️⃣ CLAIMS SMALL BUSINESS SATURDAY, FOUNDER FLIES PRIVATE
Small Business Saturday is to support small businesses. We have to stay consistent! We're either a small business that is fighting the good fight, or we're a big business with founders that fly private (and that post about it on Instagram each and every flight). We can't be both a small business and an out-of-touch business.
This one made me sad because the brand that did this is MY FAVORITE (it's also an 8 figure brand!) I'm grossed out and saw the email and spent the next hour shopping actual small businesses that need our support!
🔟 WAITED TOO LONG AND I'VE SPENT ALL MY SHOPPING MONEY
There's power in being 1st to market. There's also GLORY in having a really strong BFCM before Thanksgiving dinner is served. This is not the time to be shy. There's a brand recruiting our customers at all times. We need to box out and get it in gear!
And, just to settle this, ecom is very much alive! 4 of the brands I'm working with this year hit their BFCM goals before THANKSGIVING. That's what I want for every brand in the Go-to-Millions orbit. I want a Malibu mansion for each of you. Hell, I want one for me too!
If you ever have any ecom or GTM or growth questions, I volunteer! Always an email away. That's what friends are for.
