Experts give tips on how to prepare to serve the public well, maximize efforts and increase sales
Black Friday is one of the most anticipated moments of the year, both by consumers and companies. It is a true shopping marathon, where customers wait for valuable discounts. In 2023, in e-commerce alone, the date generated R$5.23 billion in revenue, according to a Neotrust and ClearSale survey.
Brands that intend to increase their results on Black Friday 2024 need to start their actions now. Therefore, five experts from different segments of the marketing market – from conversational agents to digital media, Connected TV and OOH – share five pieces of advice for companies to do well:
1- Generate optimized conversations on WhatsApp
“With the ability to serve thousands of consumers at the same time, in a personalized and efficient way, conversational agents, also known as ‘chatbots’, are a communication channel that not only facilitates the purchasing journey, but also increases the chances of conversion, offering a frictionless shopping experience. It is also important to establish a balance between relationships and conversion. Black Friday is an opportunity to build relationships with consumers that can – and should – go beyond the commercial date”, says Samir Ramos, co-founder and co-CEO of Smarters, a company specializing in personalized conversational agents.
2- Be present on multiple screens at the same time
“To reach consumers in the midst of so many messages, companies need to think about a multi-screen strategy. There is no point in being only desktop, only mobile, only traditional TV or only on Connected TV. Achieving great coverage on all screens is essential to keep up the journey of this audience – and this, of course, having your message adapted to each of these media. Black Friday is a great opportunity to adopt new interactive formats, specific to the date and that suit people’s consumption moment. All of this must be tied to a measurement strategy across all devices so that it is easy to understand engagement after the impact of ads, measure purchase intention and adjust paths as quickly as possible, whenever necessary”, says Lilian Prado, country manager of ShowHeroes Brasil, a company specialized in video advertising on digital platforms.
“It may seem basic, but you need to be very careful about what and how a promotion is offered during Black Friday. Many companies still increase their pre-event prices to return to normal levels in the decisive week, which is increasingly identified and perceived by the consumer, which can have a truly damaging impact on that brand. Furthermore, when we talk about media in retail, we are talking about the most crucial moment of the purchasing decision. Therefore, to impact the public at this time effectively, it is necessary. that communication has a very strong connection between price and quality. Making this equation clear in the consumer’s mind is what usually guarantees that choice at the right time”, highlights Cristiano Tassinari, CEO of Retail Media, a media company focused on retail. and consumption environments.
4- Knowing how to listen to the public on networks and adapt quickly
“The market has been receiving optimistic signals for Black Friday and will probably react with more appetite this year. And in the midst of so much stimulus, consumer attention is naturally more dispersed. Brands that have been consistently talking to this audience, in the so-called ‘always on’ , tend to have a privileged place in this context. Listening to the community and conversations on social media is a way to find attention triggers at this time, but consistency of message and purpose is essential so that brands do not sound opportunistic. stigma of ‘Black Fraud’, which brings a great deal of distrust to the period. Questioning date standards and maintaining consistency are essential to increase creativity and generate connection with the consumer”, points out Claudio Alves, strategy director at the agency. SoWhat.
5- Creative influencers who really know their audience
“Dates like Black Friday have a huge competition for attention. For brands, the strategy must consider offers that really make sense to stand out among other competitors and boost sales. And to further enhance your chances, you need to have in-depth knowledge of your audience to choose influencers who speak to this audience. It is also very important that this is accompanied by a good dose of creativity and authenticity to captivate and transmit the benefits clearly and quickly, being easily perceived. , creativity and an attractive offer can really help brands to boost sales at a favorable time like Black Friday”, comments Marcelo Nakamura, service director at NetCos, an agency specialized in influencer marketing.
