Macromark Encourages Marketers to Take Advantage of Black Friday
It’s no secret that Black Friday is the year’s most prolific shopping extravaganza in the United States. Excited shoppers who are anxious to score deals for the new year will part ways with hundreds of millions of dollars.
What does this mean for marketers involved in direct mail campaigns? According to the experts at Macromark, it means get ready, because customers are coming. However, it also means that this will be one of the most difficult times to stand out from the endless amount of businesses that will be slashing prices and promoting “buy one, get one” (BOGO) deals in hopes of luring shoppers to line up outside of their stores.
Although standing out this Black Friday will be difficult, especially with 66% of consumers vowing to hit the streets to shop—up from 55% last year—marketers should view this Thanksgiving as an opportunity for both sales and consumer engagement. Small businesses in particular need to really get their targeted direct mail lists in order. A really focused campaign with the right content might not get you two- and three-hour-long lineups outside your store, but it can make you the best kept secret of the holidays and bring in a steady flow of consumers long after the rush of Black Friday has dwindled.
One group you may want to pay attention to is the Millennials. With approximately 86% of these young people between the ages of 19 and 34 claiming they’ll be out for Black Friday shopping, finding a way to steer a direct mail campaign in their direction could be profitable. Again, small businesses should take note, as young people always want to say they have something or found a deal that not very many people have recognized; play on this notion of exclusivity and create mailers with offers they can’t refuse.
On the other end of the spectrum, seniors are not built to be outside at 2:00 a.m. waiting in line or to be fighting through crowds of people to find a deal on a sweater. For marketers targeting a senior mailing list, it may be in your best interests to emphasize deals that will be ongoing past the hoopla of Black Friday, when it is more plausible for seniors to be out shopping and still searching for good deals.
Whichever direction you decide to go, a strong direct mail campaign starts with a strong list. We at Macromark have established ourselves as premier mailing list brokers throughout America with a broad range of contacts available for our clients to launch any type of marketing project. We’ve been trusted to help coordinate countless direct mail campaigns with successful and measurable results. Count on us to help your company maximize consumer engagement and conversion this holiday season.
Urbanski, A., “The Black Friday List,” Direct Marketing News web site, November 5, 2014; http://www.dmnews.com/the-black-friday-list/article/381603/.