The Essential Guide to Black Friday & Cyber Monday Marketing

  • Reading time:9 mins read

Black Friday and Cyber Monday are the biggest shopping events of the year.

The average customer plans to spend $400 over the weekend, with an all-time high of $7.4 billion spent last year! 

That means there’s plenty of opportunity for you to capitalize on a period of high-spending and make money for your video on demand business.

But:

You might still be on the fence about whether you should get involved in this year’s sales, and if it’ll be worth it for your video business.

In this article, we’re going to take a look…

Black Friday 2021: A Good Deal For Your Video Business?

There was a time when Black Friday and Cyber Monday were non-events in the video industry. They just passed us all by, because everyone was focused on traditional retail and ecommerce.

But then came COVID-19.

Last year saw a HUGE change in consumer habits. The pandemic put a spotlight on the need for VOD businesses, and 77% of consumers looked to get their deals online!

Better still…

Google’s data shows a spike around Thanksgiving in people looking for deals on streaming services, like this search for Netflix deals:

Thanksgiving SVOD Search Spike

And, even though the pandemic is moving on, studies show that the digital products and platforms (like the ones you offer) have become an integral part of how consumers spend.

That means there will definitely be demand for video streaming deals. So, if you decide to create an offer for your potential customers, there’s a good chance it will be profitable.

However, there are a few caveats you’ll need to be aware of:

  1. Expectations: consumers expect BIG discounts on products. The average is 37%, with many brands stretching to offer up to 80% off.
  2. Customer types: deal-driven days often attract the wrong types of customer. Is someone who wants an excessive discount going to be a long-term subscriber?
  3. Brand impacts: offering a large discount can cheapen how customers value your product and your brand. This can have long-term effects!
  4. Existing relationships: you could damage your relationship with existing customers, who pay more for the same access to your content.

That being said, we’re going to recommend you take a slightly more subtle approach. 

You’re going to do this by targeting your campaign to customers who are already aware of your content but are yet to convert into customers. 

This will enable you to engage and convert potential customers who are already aware of your brand and avoid many of the risks that come with big Black Friday discount offers.

Better still…

We’re going to show you how you can do all of this using tools and information that already exist in your Uscreen dashboard. Let’s get into it! 

How To Market Your Video Business This Black Friday Or Cyber Monday

In this section, you’re going to create an actionable marketing strategy and promote your business for either:

  • Black Friday.
  • Cyber Monday.
  • Black Friday Week.

You will need access to email marketing software – like MailChimp – for this to work. You could also benefit from having a Facebook Advertising account if you have the budget for it.

Here goes…

1. Pick Your Start Date

The first step is to choose when you’re going to start your campaign. 

We recommend you get ahead of the usual peak sale days to capture more traffic, and that you set a date at least one week before Black Friday.

31% of Americans already started their holiday shopping in June this year, and 59% say they’re willing to start buying earlier too. So, it pays to be ahead of the curve with your deals.

Being early will help you to stand out in all the Black Friday/Cyber Monday noise and pick up some early sales, especially as the big ecommerce deals start to kick in on the 26th.

You should look to start your promotion between the 15th and 19th of November, and let it run until at least midnight on Cyber Monday.

If those dates have already passed by the time you’re reading this, start your campaign from the earliest possible date, until a few days after Cyber Monday.

The important part here is that you pick one clearly defined time period to work within and keep it consistent in all of your promotions. Your customers need to know when the offer starts and ends! 

2. Choose A Discount You Can Afford

The next step is to choose a discount you can afford to offer.

If you run a TVOD-focused business – ie. you sell single videos or bundles – you’ll want to find a discount that allows you to earn enough profit for your campaign to be worth it.

Your discount will likely come in the form of a percentage discount on a purchase, or bonuses on bundles. Or you could offer a buy-one-get-one-free deal:

Black Friday Deal Promotion Reets Example

If you run an SVOD-focused business – ie. you sell subscriptions – you’ll want to find a discount that allows you to at least break even for the first 6 to 12 weeks of their subscription.

You could then spread that cost out to make an attractive looking deal. For example, these 2 deals are exactly the same, but the cost is distributed differently:

  1. 1st month free!
  2. 25% off your first 4 months!

The good thing about subscriptions is that you benefit from discounts long term. You’ll recoup the profits at a later date, and they will be recurring! 

You can set your discount up by creating a coupon in your Uscreen dashboard. Check out this guide from our Help Center on how to do that.

3. Create A Dedicated Promotional Page

The next step is to create a promotional page for your coupon.

This is a standalone page on your site where your customers can find your discount deal and take advantage of it. It’s going to be at the heart of the campaign we create next! 

If you’re a Uscreen customer, you’ll find a feature in your marketing dashboard called Landing Pages:

Uscreen Dashboard Landing Page Builder

You can use this feature to quickly and easily create promotional pages where you can feature your offer, and direct the people who see the campaigns you’re going to create later on.

Click here to learn more about how to set them up!

4. Export Customer Data From Your Uscreen Dashboard

Your Uscreen website is already collecting information on customers who have entered into your sales and marketing funnels

In this step, you’re going to export that data of potential customers who are yet to convert, so you can create a targeted marketing campaign using email marketing and social media ads.

To do this you’ll need to go to your Uscreen dashboard and open the People tab. Here you’ll see a page like this:

From the Segment drop-down menu, you’re going to select these 2 audiences:

  1. Never Subscribed: this is a database of customers who have entered into the sales process, but never converted into a paying subscriber. (eg. they used your free trial or have previously bought/rented a bundle/video from you.)
  2. Former Customers: this is a database of people who have bought from you in the past, but are no longer paying customers.

For each of these audiences, click the Export CSV button to download this data:

export users data uscreen dashboard

This will give you a file of information that you can import into external marketing tools, as you’ll see in the next 2 steps.

Also:

If you’re using our LeadZen tool to help generate leads, you can also export their email information to contact as part of your offer. Here’s a link to our help guide on how to do that.

5. Create An Email Marketing Campaign

In this step, you’re going to take that information and import it into your email marketing software. (You should be able to find out how to do this in their support materials.)

Once uploaded this will give you a segmented list of all these customers, who you can now send email marketing campaigns to.

If your offer runs over 7 days, we recommend you send these emails:

  1. 1st day of campaign: introduce your offer, state how long it will run for, and share a link to your promotional page
  2. 3rd day of campaign: send a reminder email with a link 
  3. 6th day of campaign: send an “offer ends tomorrow” email with a link
  4. 7th day of campaign: send a “last chance” email with a link

If you run this campaign for a longer or shorter period of time, you can change these to fit. Just try not to send emails on back-to-back days, except for the final 2 days of the campaign.

6. Run Social Media Ads

If you have the budget to run paid ads, we recommend you look at running a retargeting campaign.

Basically, you’re going to upload the customer information you exported from your Uscreen dashboard into Facebook Ads Manager. 

You can learn more about how to set that up in these 2 official Facebook help guides here and here.

You’re then going to create a campaign that runs only to the list of people you’ve uploaded. You’ll need a minimum of 100 people on your list for this.

This will create target ads that can only be seen by this subsection of your audience! 

Run this advert for the duration of the event. You can learn more about paid promotions in our guide to paid advertising for your VOD business!

Wrapping This Up…

Black Friday and Cyber Monday have become much larger events in the video industry calendar. After last year’s increase in demand, now is a great time to create your own offer.

If you have any questions on how to set up your new marketing strategy, we’d love to hear from you! Please contact your Customer Success representative for more info.

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