November overseas marketing guide to help you win Black Friday and Cyber ??Monday!

It’s already the end of October before you know it, and you must have seen the overwhelming promotion of the Double 11 event on major social media platforms and text message inboxes. November is a shopping spree for Chinese consumers. For e-commerce sellers, it is a rare peak sales season of the year. For overseas merchants, the year-end “money grabbing” war has also begun. Because with the arrival of Thanksgiving, Black Friday and Cyber ??Monday, the most important promotion node of the Christmas season, are also here! Black Friday (Black Friday for short) is the day after Thanksgiving and the day when American consumers start their Christmas shopping. On this day, major shopping malls and e-commerce websites in the United States will launch very attractive discounts for year-end promotions. Because American shopping malls are accustomed to recording profits with a black pen in their account books, this day is named Black Friday. Cyber ??Monday (Cyber ??1 for short) is the first Monday after Black Friday and is one of the most popular e-commerce shopping festivals in the United States. Taking advantage of the momentum of Black Friday, major e-commerce sellers are offering discounts to continue this shopping carnival. This November shopping carnival usually starts on Thanksgiving Day and continues until Cyber ??Monday, lasting for five days. According to eMarketer’s prediction, between Thanksgiving and Cyber ??Monday this year, e-commerce sales in the United States will exceed US$47 billion! Huge business opportunities are before us. How can we do marketing to take advantage of this opportunity to gain traffic and achieve huge sales? In this article, the editor has compiled a posting guide for Thanksgiving and Black Friday and Cyber ??Monday, overseas brand media marketing cases and related suggestions, hoping to help overseas merchants win this peak sales season! Thanksgiving: Getting closer to consumers Thanksgiving is a traditional American holiday, originated from Christianity, with the original intention of thanking God for his gifts and harvest in the past year. On this day, every American family will gather together to enjoy a turkey dinner and enjoy precious family time. Thanksgiving is the day before Black Friday. Although consumers are not as enthusiastic about shopping on this day as Black Friday, they will still make holiday purchases on this day. eMarketer predicts that Thanksgiving e-commerce sales in the United States will reach US$5 billion this year, so it is particularly necessary to carry out holiday promotions and increase brand social media exposure on this day. Thanksgiving is a highly interactive holiday. The primary purpose of marketing promotions is to get closer to consumers, and the second is to warm up the upcoming Black Friday and Cyber ??Monday. On Instagram, there are more than 23 million posts on Thanksgiving-related topics, and TikTok-related topics have 11.3 billion views. It can be seen that the social media discussion of Thanksgiving is extremely high. From the posts on these topics, we can see that in this day when every family is reunited, most netizens are keen to share dinner recipes and family reunion photos, and brands can also take advantage of the opportunity to gain popularity, but the brand or It is also important to integrate the product itself with the content. Walmart, the leading American retailer, posted a picture of a sumptuous Halloween meal on Thanksgiving Day with the caption: If you are so busy that you don’t have time to prepare a Thanksgiving meal, we can help you prepare it on Thanksgiving day. What a table of delicious food! This post not only fits the theme of Thanksgiving, but also fits the real life of most consumers. At the same time, it can play a great role in promoting Walmart’s online grocery shopping service, so it has received very good feedback. Overseas merchants selling kitchen supplies, food or decorative items can follow Walmart's example and publish a picture of a scene related to Thanksgiving, and connect the product or service with consumers' real life, which can not only bring them closer to users distance, and can promote a wave of products, killing two birds with one stone. Thanksgiving is very friendly to businesses that sell food, because what netizens love to share and discuss on social media is turkey dinner. So for overseas merchants operating in non-food categories, what are some good ways to gain attention? HotWheels, which sells toy cars, posted a photo of a pumpkin pie on Thanksgiving Day with a toy car on top and whipped cream on top to serve as car exhaust.

This childlike picture also perfectly combines the product with the traditional Thanksgiving food pumpkin pie, successfully gaining the attention of 36,000 netizens! No matter what product it is, as long as it is combined with clever creativity, it can be perfectly integrated with Thanksgiving, allowing the brand to successfully tap into the popularity of Halloween. The theme of Thanksgiving is to express gratitude to God or the people around you. Therefore, for brands, gratitude is also a topic that can be used. DOVE, a well-known female personal care brand, has always been committed to encouraging consumers to accept their true selves and diverse aesthetics. The brand also published a unique post on Thanksgiving Day to express its gratitude for supporting the brand concept and making progress on the road of self-acceptance. of consumers. This post not only fits the theme of Thanksgiving, but also promotes healthy and positive brand concepts and shortens the distance between the brand and consumers. DOVE's Thanksgiving promotion not only makes all consumers feel accepted and affirmed, but also unknowingly strengthens their loyalty to the brand. Therefore, expressing gratitude to consumers on Thanksgiving Day is also one of the posting directions that overseas brands can refer to. In addition, you can also post some interactive topics, such as "Who do you want to be grateful most in life?" and give some prizes or gift certificates as a reward mechanism to encourage netizens to participate in the interaction and let them like themselves The most grateful person. This approach can not only strengthen the interaction with users, but also increase brand exposure through the Thanksgiving topic. At the same time, it does not require spending energy to prepare too many materials. It is a good method worth trying! Posting tags for reference #thanksgiving#thankful#gratitude#turkey#thanksgivingdinner Black Friday and Cyber ??Monday Marketing Guide After the warm-up of Thanksgiving, the real shopping festival war has begun, and various platforms and merchants have begun fancy promotions. The most important purpose of Black Friday Cyber ??Monday for merchants is to increase sales and clear inventory. Therefore, most brands that have spent money on activities, such as FMCG brand Forever21, will simply and crudely throw out discount information on the homepage of the website. , telling consumers: “Buy quickly”! Such a straightforward approach can indeed stimulate some consumers to place enthusiastic orders, but today, when marketing is so involved, consumers have become difficult to deal with, and brands need to make changes in copywriting and activity methods. Crocs, which is famous for selling Crocs, very cleverly called Black Friday BrightMonday last year. With a colorful home page interface, it successfully differentiated its promotional style from other brands. This move not only makes users feel happy, but also fits the brand image of being funny and full of childishness. In addition, there are brands that choose to promote Black Friday activities from the perspective of consumers. For example, New Balance’s Black Friday copywriting last year conveyed to consumers: Black Friday just gives you one more motivation to shop. This sentence does not have a strong meaning of inducing consumption, but will make consumers feel respected, thereby "reversely" attracting consumers to place orders. Uniqlo, which is better at doing business, uses giving back to consumers as a gimmick and expresses its gratitude to consumers who have always supported the brand on the homepage of its website. This can win over regular customers to a large extent and cultivate consumer loyalty. Promotional slogans that are too purposeful sometimes have unsatisfactory effects. Therefore, if they want to better attract consumers, brands can put more effort into the copywriting of Black Friday and Cyber ??Monday events. On the one hand, it can improve users’ shopping experience and sales. , on the other hand, it is also very beneficial to the brand image and strengthening user loyalty. Social media marketing, with the help of attractive discounts and appropriate publicity methods, can maximize the effect of the event. Social media platforms are the most effective channels for brands to reach potential consumers, so almost every e-commerce brand will promote Black Friday and Cyber ??Monday events through social media accounts, and Glossier is one of them. Glossier retweeted a netizen’s Twitter post during last year’s Black Friday. The netizen uploaded a Glossier eyebrow tint that a passerby accidentally lost, and wrote: Anyone who lost this eyebrow tint must be regretting last year’s Black Friday. Five is not stocking up! The brand forwarded this tweet and cleverly added Black Friday discount information and event deadlines, creating a wave of interesting promotion.

Overseas brands can also follow Glossier’s lead and promote the Black Friday Cyber ??Monday event through interesting and quirky content. Perhaps this meme is suitable: At the same time, don’t forget to include accurate discount information and event time for better results Guide consumers to place orders during the event. In addition to basic discount promotions, brands can also use influencer marketing to expand the volume of events. For example, FentyBeauty last year promoted the Black Friday event by the plasticboy, a beauty blogger with 110,000 followers on TikTok. Fenty’s cooperation with internet celebrities is still too “pediatric” for Walmart. In 2020, in order to promote the Black Friday event, Walmart launched Black Friday-themed AR filters on TikTok. The filter design is a flashing Black Friday package, and different products will eventually appear. Walmart used this filter to launch the topic challenge #unwrapthedeals, and recruited a group of waist-wearing TikTok influencers to build momentum for it. The filter challenge itself is very interesting, and influencer marketing provides it with excellent exposure. The topic received 6 billion views during the Black Friday and Cyber ??Monday event that year, and also successfully helped Walmart reach potential consumers and increase sales. Brand popularity. Overseas brands can try to create more interesting content in their Black Friday social media marketing, or they can use the influence of Internet celebrities and UGC content to drive event exposure. The latter can not only bring sales, but also further increase Brand influence. After reading the above content, do you feel confident about the marketing of the Black Friday and Cyber ??Monday shopping season? November is coming soon, and you may still have time to prepare content. If you want to use influencer marketing to make your event more effective, you can seek help from SocialBook, which has rich influencer resources and marketing experience!