Black (eye) Friday?
How was your Thanksgiving? Find any good deals during this year's promotional season?
According to several news reports, this was a disappointing year in terms of deals. It seems the discounts weren't as deep, and the sales started way too early (I saw some promotions in October?!).
I think there's a lesson here for us service providers - even if you don't offer Black Friday deals.
Two big things have traditionally been behind Black Friday success:
- The Offer
Scarcity is often faked, and fake scarcity is one of the reasons people hate marketing.
But a calendar-driven deadline for taking action is real scarcity. At least it used to be until the "big boys" started ruining that.
[note - the "reverse-deadline" is a great way for service professionals to employ scarcity. Hit me up if you want to learn more.]
Then there's the offer. A good offer has several components, but the one focused on during this time of year is price.
It's the lack of deep discounting being reported in the news. However, I can't help but wonder if the shallower discounts are related to the erosion of the traditional time boundaries.
What do you think? I'd love to hear about your experience both as a business owner and consumer. So hit reply and let me know.
Yours for smarter marketing,