Event Marketing or How to Maximize Profit on Black Friday and Cyber Monday
Hey there! This is Push.House.
Advertisers employ special tools and experiment with various approaches to achieve maximum profit through promotion. Some rely solely on internal intuition and the affiliate’s instinct, while others depend on upcoming holidays and informational triggers. The promotion model based on an event is referred to as event marketing. In the article covering betting-related events, we discussed the event marketing concept and its inclusions. Today, we’ll delve into this topic more deeply and explore how advertisers can maximize their benefits during the main autumn sales events—Black Friday and Cyber Monday.
Informational Triggers and Event Marketing
Event marketing is considered one of the most popular approaches for promoting various verticals. An informational trigger is any event capable of eliciting a response from the audience or sparking active discussions in society. An advertising campaign launched before a significant event can attract more audience attention to offers and effectively monetize larger traffic volumes.
Advantages of event marketing:
- Approach availability
- Ensures obtaining a more significant number of leads when choosing a top event
- Ease of creating and selecting the visual part of an ad
- Minimal rejection of the ad from the audience due to natural interest
Autumn is a period when advertisers can use not only holidays (like Halloween) as an approach but also well-known days, such as the primary sales events of the year. Black Friday and Cyber Monday are days eagerly anticipated by audiences. Users know that during these days, they can purchase items at maximum discounts, automatically increasing their engagement and positively affecting interest.
Black Friday and Cyber Monday
In 2023, Black Friday and Cyber Monday are on November 24th and 27th respectively. These are the days when sales kick off worldwide, eagerly anticipated by both owners of major online platforms and affiliates advertising offers across various verticals. The peculiarity of event marketing and Black Friday with Cyber Monday, in particular, lies in the fact that approaches applied to these events can be equally effectively used in creating advertising materials for any vertical.
Most affiliate networks prepare in advance for upcoming events, offering partners various promotions and bonus systems capable of influencing not only increasing attention to an offer but also the final profit. The major online sales events enable the generation of advertising materials aligned with any desired action and offer utilization model. Online casino operators offer increased cashback and various activities during this period, while owners of goods and products offers are willing to give away their products at a minimal price provided certain other requirements are met.
According to official data, in 2022, over 87 million purchases were made in the United States alone during Black Friday. After the end of the pandemic, Black Friday, for the third year, demonstrates an increase in online traffic. According to various estimates (Insider Intelligence), revenue for the weekend doubles the income for the first three weeks of the month. According to Onlinedasher, the total revenue during these days will exceed $1.2 trillion.
Initially, Black Friday only applied to physical stores. Over time, marketers identified a separate day for discounts in the online market segment, following the primary weekend of sales – Cyber Monday. From an affiliate marketing perspective, both events hold equal significance and don’t differ in promotional approaches. Today, Black Friday and Cyber Monday have become inseparably linked to sales, regardless of the niche.
Launch you advertising campaigns in Push.House
Preparing for Black Friday and Cyber Monday
The success of campaign advertising during these days directly depends on the chosen marketing strategy. Preparing in advance is a must to maximize profits from advertising during these events. Let’s delve into how to do just that.
- Launch Your Campaigns in Advance
Despite Black Friday and Cyber Monday having set timelines for sales, the use of these events as informational triggers can extend over a longer period.
You can start a week before the official commencement of the sales. This way, you can reach the maximum number of users, and during the campaign days, you’ll have higher-quality advertising campaigns that require minimal optimization.
An early launch helps minimize budget losses by reducing rates on specific platforms and optimizing them elsewhere. We covered this in detail in an article on micro-bidding.
- Prepare Clickable Creatives
Most advertising creatives during sales periods include direct calls to action and descriptions of promotion conditions. You can achieve greater profit by determining the most conversion-friendly design approaches in advance and customizing creatives to match your target audience’s demands.
We recommend preparing advertising
creatives in advance and testing their effectiveness. We extensively covered split-testing and its benefits for advertisers in another article.
- Learn from Mistakes
If you run advertising campaigns during past Black Fridays and Cyber Mondays, analyze user activity and work on rectifying any mistakes made. Each year’s audience differs, but based on data from previous sales, you can anticipate potential changes.
Conduct an analysis of past campaigns and pre-determine which offers and promotion approaches garnered a higher response from users, as well as in which regions the promotions were most successful.
- Prepare High-Quality Promo Materials
During sales periods, users tend to trust professional content more. Ensure your campaign’s advertising materials are of high quality. This can lead to greater user engagement and increased audience trust in your content.
Also, properly prepared promotional materials can visually attract the attention of more users by simulating a large-scale sale from the official retailer.
Most affiliate networks offer advertisers specially prepared promo materials targeted for specific periods. Reach out to your affiliate manager for creatives. If you decide to create your own creatives, aim to use vivid colors and attention-grabbing headlines, utilizing tips we’ve shared in articles about advertising creatives and headlines.
- Highlight the Discount
Discounts are the primary tool for attracting users during sales periods. Depict the benefit the user will gain from purchasing the product in your creative, or use a before/after pricing approach.
Apart from the product discount, you can highlight other offer advantages, such as free shipping. Remember, the marketing strategy during sales periods stays mostly the same; advertisers simply gain new tools to maximize profits efficiently.
- Create a Sense of Urgency
Urgency, like product scarcity, can prompt users to act, creating a sense of uniqueness for the advertising offer. To encourage users to act, you can use classic approaches (timers, countdowns) or unique ones (uniqueness of trade offers, randomizers).
- Don’t Stop Campaigns After Sales End
Utilize post-sales tactics like upsells and approaches like “Black Friday Continues” after the official sale ends. Users might be intrigued by an extended, unique offer.
Black Friday at Push.House
For affiliates, the main sales days of the year present an excellent opportunity to increase income through advertising using proven strategies and approaches. We’ll take care of your budget while you’re busy launching and optimizing ad campaigns.
For all Push.House partners, Black Friday brings an automatic bonus of +10% to the amount of each deposit made from 00:00 on November 24th to 00:00 on November 25th (MSK timezone).
The promotion lasts for only 24 hours and applies to any deposit amount. There’s no limit on the number of deposits for a single user. Take the chance to get a pleasant bonus and achieve maximum profit with Push.House!
Best of luck!
