5. It’s the end of a quarter
and you get a call…
● We are behind…..
● The market is hot….
6. What are we trying to do here?
Move the most units possible
Maximize awareness
Drive incremental units
Generate more leads
Note: Be aware of your margins
7. Marketing Life Tips:
Keep your friends close, keep your finance people closer.
Greet them in the morning when you wake up.
Go into this talking to finance.
Discuss margins
Discuss goals and what winning looks like
8. Imagine your funnel
as a water bucket.
Prospects come in at a certain rate
They convert at a certain rate
Running a sale is speeding up that conversion cycle.
You are emptying the funnel, converting as much as you can.
9. Will this work?
We used these tactics for
Black Friday & Cyber Monday
the last 3 years.
Every year setting new
records.
We airdropped this playbook
into another well known
national hosting brand, and
broke their single day sales
record.
10. You are about to see a lot of our creative.
All of this has been tested.
Learn from our mistakes.
19. Passionate Creatives will Make Engaging Art
Make sure your creative team is into it.
Let them lead the ideation.
Run creative that reinforces the brand.
Keep them on the rails when needed
Happy creative team Bored creative team
21. High Discounts
/Special Offers
● If you are doing a sale, you
want to make the numbers
move. So give customers
something special.
● Will it move them from
shopper to buyer?
● Is it better than competitors?
23. Limited Time
● Tell them when the sale
is over.
● Can you create scarcity?
● Countdown timers
● Get the customer’s
competitive instincts
going. - limited inventory.
24. Flash Sales
● A sale within a sale
● Or a very short
duration sale
How fast can your email deliver?
29. Email your customer base
Might be a good
time to remind
them about your
referral program.
Your customers
are most likely to
come back and
buy more.
They are also the
most likely to tell
others. Make it
easy to share.
30. Email your partners
● Open the promotion up to your partners,
so it will help them close business.
● Give them early warning, so they can
email their lists and update their sites.
● Negotiate even better deals for the
partners if needed.
31. What is your sales team doing?
● Give them special sales only offers.
● Make sure they are working during sale hours
● Plan on hitting your pipeline
○ Make all the right arrangement, conversation guides,
assets, enablement.
B2B!!!!
32. Integrate across all channels
You want this to blow up.
So you need to hit every channel you can.
Social, Content, PPC, Affiliate, Video, etc...
Every channel pushes
the button
at the same time
33. If the sale goes live at midnight,
everyone that needs to push a button is awake.
34. A sale without an influx of traffic
Is just giving away margin to close more people
Use the sale to drive people in
that might not have been customers.
35. Pulling It Off Perfectly
1. Let your creatives go wild
2. Write your requirements with the whole team
3. [Do the work]
4. Win!
36. Picture the Ocean’s Eleven guys
Looking at a model of
the bank and doing a
walkthrough.
Before you go live, do a dress rehearsal, where your
entire team steps though the promo so everyone knows
who does what when.
37. Track your sales
Hour by hour
Keep all the performance in one doc
So you can refer to it later
38. We talked about the funnel
After a promo, it may be depleted.
We call that “hangover”
It will take a while (depending on your sales cycle)
for the buckets to fill back up.
49. Don’t Get Addicted
● Customers will start to expect your sales and
make buying decisions accordingly.
● Your leaders might get addicted.
● Eventually this will change your brand to
something that speaks to price buyers.
● Don’t become JCPenney, Kohls, J. Crew
52. Preserve Your Brand Equity
● Use sales to enhance the brand
● Use sales sparingly
● Use sales at unpredictable times
● Or use sales in a way that gets people excited
○ Nordstroms - Semi-Annual Sale
○ REI - Anniversary Sale
○ Best Buy / Target / Walmart - Black Friday Sale