Black Friday SeminarE3 Digital Ltd whose registered office is at Unit M, The Market,

Torquay, TQ1 3AE.

Life is all about how you handle B

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

What & When is Black Friday

• In the US it is the following day after Thanksgiving • Often referred to as the start of the Christmas shopping period• Retailers open early with “high ticket” product prices slashed• £3.3bn spent in the UK on Black Friday & Cyber Monday in 2015• Recently online websites see increased traffic and sales as people

avoid the high street• Purchases made via a mobile device increased in 2015• Black Friday is on the 25th November 2016• Predicted spend this year: £5bn

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

How can you benefit from Black Friday• Increase sales – online and offline • Chance to get rid of excess stock/high ticket items• Opportunity to sell via your website to customers• Great for Brand awareness • If it’s your first time it’s a worth while exercise for your website

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Planning for Black Friday

• Start preparing for Black Friday ASAP – July time at the latest• Gather your team, developers, marketers, designers and more• Define the brand you’re going to use• Discuss typography, design, website flow etc • Architecture, how will you handle the traffic spike • Define your product’s what are you going to sell and where?• Define your channels, website, app, eBay etc• Distribution channels – you will need to ensure they can cope with

demand• Crisis planning, what are you going to do if it all goes wrong?

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Black Friday Screens.

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Branding up your website

• Front page:- A prominent and attractive banner written in the typography & colours of your Black Friday campaign • The category page, should contain your products with a clear visible before

and after pricing – again using the Black Friday campaign colours as far as possible • Use a Black Friday banner on other parts of the website to tempt shoppers

to come back to the Black Friday category. • Include offers like “Black Friday Special” to cross sell additional products• Main product page, should contain a large sized image and maybe a

countdown to promote urgency.

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Infrastructure – What happened in 2014

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Infrastructure – Cope with spikes

• Be prepared for traffic spikes• Every minute your website is down, is potentially a sale lost • Increase the number of servers over the period of time• Traffic ques work well, but don’t be surprised if your customer goes to a

competitor• Use load balancers to handle the traffic load and to increase server

efficiency• Train your staff on what to do when there is an influx in orders• Keep your distribution channels open and clear• Have a crisis plan, if it all goes wrong and ensure your staff know what to

do

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

PPC, Digital Marketing & Black Friday

• Your Black Friday strategy should include digital marketing. • PPC (Pay Per Click) Marketing will be fierce during the main event • Ensure your product pages & landing pages are all optimised• Use remarketing to entice people who have navigated away from

your website to come back. • Remember the 3 types of user Research, Consideration and Buy• Consider e-mail marketing to bring current customers to look over

your Black Friday deals – chances are they’ll come anyway.

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Bring it altogether – The Black Friday Strategy

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Summary

• Black Friday is an unmissable online and offline event both for businesses and consumers• Plan what you will do early, July at the latest • £5bn is predicted to be spent in this years Black Friday event in the

UK• Analyse the results of your Black Friday campaign a week after the

main event • Define both your brand, typography, colours and more• Make sure you have a plan B

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Any questions

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.

Resources

• E3 Digital Blog: www.ethreedigital.com/blog/ • E3 Digital twitter feed: @EthreeDigital • When is Black Friday and what are the best deals:

http://www.telegraph.co.uk/black-friday/0/black-friday-2016-date-best-deals-and-everything-you-need-to-kno/ • Channel Advisor www.channeladvisor.co.uk • Black Friday vs Cyber Monday, marketing ideas: http://ecommerce-

platforms.com/ecommerce-resources/20-black-friday-cyber-monday-infographics

E3 Digital Ltd whose registered office is at Unit M, The Market, Torquay, TQ1 3AE.