November 2021

The Dark Side of Black Friday Marketing

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Geerten Schollaart
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Of course, we do not turn our hand to Black Friday marketing. We are happy to cooperate if there is a smart train of thought behind it. For example, by using this annual fanfare to bind long-term, repetitive relationships to you. That requires creativity but makes it valuable.

And at the same time, we think it is strong to ask you what the real added value of the standard use of a Black Friday campaign is and what it may cost you as a company. In this blog, we, therefore, share the dark side of a black Friday campaign.

1. Your valuable customer is in the shadows

Not all your customers are worth the same. And let the least valuable become active on Black Friday. These customers often have almost no relationship with, or loyalty to, your company and rarely make purchases. And usually with low margins. With Black Friday Marketing, a law is violated, because you give the most attention to the person who comes to bring you the least. Your team is working overtime for customers who, with a bit of luck, will only score a deal with you next year. So does it make sense for your company to focus on Black Friday with SEO?

2. Black Friday moves your sales

You may notice it yourself: you spontaneously start postponing larger (electronics) purchases because Black Friday is coming. And as soon as you have that printer in your pocket, you also buy cartridges for a year. In short: turnover is moved because the product and the recurring purchase would otherwise also take place. And your profit is much lower because of the extra cost of marketing for Black Friday.

3. Black Friday often costs more than you like

The demand uncertainty in your market is higher due to promotions in the context of Black Friday marketing. There is no natural flow of continuous sales, but an unnaturally high demand at one fixed time. Your stock must be able to absorb those peaks. And that costs money. You need more space, people and systems and transport are also less efficient. And sometimes you are sold out against your will and thanks. And if things go wrong, your customer service is also overloaded.

4. A classic chicken-and-egg story

Which came first: the increased demand for stuff for December, or Black Friday? And what exactly is the effect? Every marketer knows that the last weeks of the year are always busy, even before Black Friday made its appearance in the Netherlands in 2015. A part of the increased turnover is therefore a sham.

In short

We are certainly not against every form of Black Friday marketing. However, be aware that it can just be joke fireworks. Then a lot happens, but it can be better and more beautiful! And a fop gift in December, of course, no one is waiting for that ...

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