Thanksgiving is right around the corner. And if you’re a business owner, you know what that means; it’s time to prepare for Black Friday sales. For consumers, Black Friday is one of the busiest shopping days of the whole year. For you, it’s the best time of the year to boost your sales and spike up your profits.
But how do you plan on doing that? Remember, Black Friday sales happen all across the country. Every business will be rushing to rake in as many customers as they can. Your job is to make sure you don’t get buried in the mob of super sales and extra discounts.
One way to target more customers is to narrow down your focus onto those who are nearest to you, and are thus more likely to notice you. This can be done through effective location-based marketing strategies. These strategies help you build a trusted brand name within your locale, which means you’ll get more customers who are likely to respond to promotions and stay loyal.
Here’s how you can use location-based marketing to promote your Black Friday sales in 2021.
1. Make a directory for email marketing to promote your Black Friday sales
The first thing you need to do is attain a list of contacts. Make a list of all the people that are part of your target audience and that also live in your locale, and put their information in a directory. This allows you to focus on the segment that you need to pay most attention to during your advertising.
Keep a sign-up sheet at your store and ask people to fill in their information on the sheet if they would like to stay updated about all the latest deals and promotions that you’ll be offering. You can also attach an online sign up sheet to your website. Encourage people to give away their emails by promising exclusive deals, such as sale offers for Black Friday.
Once you have an email list ready, send out emails to remind customers of the upcoming Black Friday sale and what you have to offer. Add in an exclusive 5% off their purchase for anyone who comes in on Black Friday and shows you this email.
Make sure the header of your email is engaging enough to get your customers to read all your emails. The image below shows some great examples of localized Black Friday sale emails.
2. Use geo-fencing to send out SMS triggers to locals in your area
Geo-fencing marketing allows you to advertise to people within a specific geographical location. Choose a radius that you want to market within, and then use GPS tracking and an app to send out SMS alerts or notifications so that people can engage with your business immediately. The blasts go out automatically to all the people with smartphones within that radius.
A great example of a business using geo-fencing marketing is the retail store, GAP. GAP placed geofences at bus stops near their outlets and linked it to a game that was popular among their customer base. Anytime a potential customer played that game when near that area, they would see a coupon for a GAP sale.
You can also do something similar by making sure your customers receive your best Black Friday offers every time they’re near your outlet.
3. Engage locals through vibrant visuals
Look for places in your community that have high foot traffic and have a set of eye-catching sale posters ready to be put up. Target window displays, walls, bulletins, and more. With online design tools like PosterMyWall’s poster maker, you can get free access to a wide range of sale posters to use and customize according to your needs.
Make sure your posters are bright and attractive before you go posting them around town. Add your brand logo right on top and make sure the words Black Friday and your promotional offer are the main focus of the design. The Black Friday ad below by Asos made very clever use of comic book style fonts and speech bubbles to bring attention to their sale offer.
Make smaller handheld visuals to hand out to customers through a flyer maker tool. Make it as vibrant as your poster, but focus on adding specific details on your sale. Hand them out outside your store, and place them at local grocery stores and newsstands to get word across.
4. Use social media hashtags to define your location
Social media is doubtlessly one of the best ways to reach out to a target audience. And the best thing about it is that you can directly market to your target audience based on location.
Location specific hashtags allow your posts to get filtered along with all media that relates to that location. For instance, if you’re holding a huge Black Friday promotion at your New York City outlet, add “#BlackFridayinNewYorkCity” or a similar hashtag to your posts. You can jazz up your hashtags by adding in terms to the location hashtag that are relevant to your business. If you’re a fashion retail business, add in hashtags like #NewYorkFashion to make it more specific to your target audience.
5. Use geotargeting to optimize your pay-per-click advertising
Geotargeting is essentially an additional setting for any paid ad campaign that allows you to show your ads to customers within a specific geographic area. When you run a pay-per-click advertising campaign online, you can use geotargeting to make sure certain ads are seen only by an audience located in a certain geographic area.
Let’s say you’re a high-end retail store in Manhattan, New York, with customers who mainly reside in or near the upper east side. Use geotargeting to specify this location so that your Black Friday promotional offer gets seen by this group of customers. This way you’ll know for sure that you’re targeting the right people and getting the most out of your marketing efforts.
Black Friday can be a chaotic day for businesses all everywhere. On this day, you’re not just competing with your usual rivals, you’re also competing with every store in the area with an ongoing seasonal offer.
With these location-based marketing strategies, you’ll be able to speak directly to your target audience through a variety of means and remind them to stop by for the greatest seasonal sales of the year.