8 THINGS I’M DOING THIS WEEK
as we prepare for Black Friday Cyber Monday 🌹
1️⃣. KEEPING EVERGREEN RUNNING. I mean this – do NOT turn off the ads that have been working for you all year. Sure, you’ll start to spend more and more against your promo ads as they start to pick up steam. But, your best funnel is your existing funnel, and you need to spend against the current while you introduce the new (and even after you introduce the new) – promise me.
2️⃣. UPDATING MY WELCOME FLOWS + CRM CAPTURES. It’s not enough to change the homepage hero and the promobar. What popup is greeting your expensive holiday traffic? Is it updated and cohesive and have you updated your high-impact flows to seasonal creatives / messaging? Please make sure.
3️⃣. MAKING ADS THAT ARE IN DARK MODE. Black Friday = use the color black. I’m not saying make all of your ads dark mode. I’m saying make some of your ads dark mode. VARIETY LEADS TO EFFICIENCY!
4️⃣. NOT SAYING BFCM. BFCM is an industry term. Your customers know what Black Friday is. They know what Cyber Monday is (mostly lol). They do not know BFCM. Be clear!
5️⃣. COPYING THIS IDEA:
6️⃣. WINTER!!!!! So far this year, our creatives with snow, Christmas lights, and winter motifs have been at the very top of our early-Cyber assets from a performance standpoint. Every single 1 of my clients is running these creative styles, and the more we send it the better performance looks – Christmas carols as the music, red + green, blue + white, SNOW. We’re producing more and more and deploying dozens of snowy assets per day. Because it’s working. Do this.
7️⃣. I’M LOGGING EVERY BFCM LAUNCH DATE (AND LAUNCH ASSET) OF EVERY COMPETITOR FOR EVERY SINGLE ONE OF MY BRANDS. The swipe file overflowth. Your future self will thank you!
Kinda related, here are 8 of my favorite brands to watch right now. I work with none of these, so this is unbiased LOL.
🎿: @parkeofficial (dropping newness all through November)
🌹: @crowneaffair (promoting the Sephora Sale + their DTC holiday offerings all at once)
🌌: @form (already running their BFCM offer)
🌴: @drsquatch (releasing limited edition + offer heavy already)
☃️: @tan_luxe (forever the best GWP – gift with purchase – strategy)
🐄 @cowboycolostrum (launched travel packs late October, promoting now HEAVILY)
🔹: @shopsimplemodern (Black Friday Sale – that’s what they’ve literally named it – already running on a tiered offer)
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🍄: @iliabeauty (running 35% off kits already, homepage hero is great. Like Crown Affair above, balancing the Sephora Sale with DTC with kits)
8️⃣. RUNNING LAST YEAR’S BEST PERFORMERS. Scrub your Meta account and reignite the ads that crushed last year. Just turn them back on, change nothing. If your deal hasn’t gone live yet, spend a couple hours this week choosing what ads from last year you’ll reignite once you do go live. This matters.
