How to create a successful Black Friday or Cyber ​​Monday B2B promotion in the cannabis industry

Black Friday and Cyber ​​Monday are two of the biggest shopping days of the year, and even companies in the cannabis industry can create promotions that drive B2B sales on these two popular days. The reason is simple. People expect great deals on Black Friday and Cyber ​​Monday and are actively looking for those deals.

Bottom line: if you don’t offer Black Friday and Cyber ​​Monday promotions to your existing and potential customers, you’re missing out on an opportunity that your competitors are keen to steal from you.

In fact, the potential to drive sales through these promotions is even greater for B2B brands operating in and with the cannabis industry, for the simple reason that many companies don’t see the two biggest shopping days of the year as B2B opportunities regard. You’re wrong, and that’s good news for you! Your lack of participation in Black Friday and Cyber ​​Monday promotions leaves the door wide open for you to gain significant traction and increase sales as the end of the year approaches.

Tips for creating a successful Black Friday or Cyber ​​Monday promotion

To increase sales from B2B promotions on Black Friday or Cyber ​​Monday, you need a strategy with very specific goals. The following three tips will help you create effective offers and successfully implement your strategy.

1. Start planning early

Don’t wait until Black Friday or Cyber ​​Monday to plan your promotions and get the word out about them. A big part of your success with well-known, date-based promotions comes from the anticipation you create in the run-up to Black Friday and Cyber ​​Monday. This anticipation evokes a key emotion that directly impacts purchasing decisions—the fear of missing out (FOMO).

Many businesses start planning Black Friday and Cyber ​​Monday promotions months in advance, but don’t worry if November 1st arrives and you haven’t started yet. You just have to focus and start spreading as soon as possible.

Use every marketing channel available to you to ensure your target audience is aware of your limited-time promotions. These channels include email, social media, text messages, ads, online influencers, in-store signage and displays (if applicable), and more.

For example, businesses targeting cannabis license holders in the US, Canada, or international markets can begin promoting their Black Friday and Cyber ​​Monday offerings using the tools available in the Cannabiz Media License Database. Consider sending out a weekly email marketing campaign, starting at least three weeks before Black Friday and Cyber ​​Monday. Tease your special offer to make recipients feel like they’re missing out on a great opportunity if they don’t buy on one of those specific days.

You can also access phone numbers, social media profiles and more using the Cannabiz Media License Database, which gives you the ability to connect directly with key decision makers across multiple channels to share the details of your offerings. Taken together, these marketing and direct outreach efforts should result not only in increased awareness of your Black Friday and Cyber ​​Monday promotions, but also more revenue for your business.

LEARN MORE: Black Friday and Cyber ​​Monday B2B Email Marketing – What to Send and When

2. Design the advertising material and the experience

People see a lot of Black Friday and Cyber ​​Monday promotions every November. This is a time when your creative really needs to stand out, so try not to compromise or spend on design or customer experience. Professionally designed and written promotional materials are critical to the success of your marketing investments. I can’t stress this enough.

In addition, the overall customer experience associated with your promotion must meet or exceed expectations. Think about the entire process a prospect goes through after seeing your ad, email message, social media post, etc.

What happens when they click the link? What if they want more information? How easy is it to get this information? How do they use the promotional offer? Is it easy or is there a series of steps they have to go through to get the discount or offer? The end-to-end experience is more important than you might think, so think it through from start to finish.

For example, if a subsidiary that works with the cannabis industry sends an email marketing campaign to licensees promoting its Black Friday and Cyber ​​Monday offerings, the email message should include a call-to-action Include a link button that goes directly to a specific landing page on the company’s website dedicated to your special offers, rather than on the website’s home page or a specific product or contact page.

It’s your job as a marketer to guide customers through the journey, and that includes the journey to take advantage of your Black Friday or Cyber ​​Monday deals. Make it clear what the next step is, so when people click the link in your promotional email, they know without a doubt they’ve landed in the right place.

3. Have a follow-up plan

A common mistake businesses make after investing in a Black Friday or Cyber ​​Monday sale is to move on to the next thing the day after each of those two big shopping days. This is a missed opportunity as many people who heard about your promotion may not have been convinced to contact you or to buy. However, with a little more care, they could be persuaded.

With that in mind, schedule a special extension of your Black Friday and Cyber ​​Monday promotions and have a follow-up plan to make sure people know it’s not too late to claim the discounts or deals.

Again, use as many channels as possible (and where appropriate) to publicize the renewal of your promotion. But don’t give people too much time. A maximum of one week is sufficient for an extension, so you can quickly move on to your year-end promotions.

For example, share updates on your social media profiles and pages. Share details directly with online influencers and add a link to your landing page for them to share with their followers quickly and easily. Remind your email subscribers of the offer and let them know they still have a chance to take advantage of it.

If your target audience are cannabis business license holders, send email campaigns through the Cannabiz Media License Database to extend your reach to targeted prospects. A follow-up message is not enough. You must send multiple reminders. If you’re extending the special offer by a week, plan to send 2-3 messages to let recipients know it’s not too late to get the Black Friday or Cyber ​​Monday offer (ex .one day after holiday, midweek and one day before offer expires). For B2B offers, make sure that the expiry day is a weekday, not Saturday or Sunday!

LEARN MORE: 5 marketing strategies to increase sales ahead of the new year

Types of Black Friday or Cyber ​​Monday promotions that boost sales

When you think of Black Friday or Cyber ​​Monday promotions that boost sales, the first thing that probably springs to mind is deep discount offers, but there are so many other ways to create B2B promotions for these popular shopping days.

In fact, there are creative promotions that work well for prospects, current customers, your most loyal customers, and even past customers! Here is a list of 10 effective promotions cannabis and cannabis-related businesses could offer to boost sales on Black Friday and Cyber ​​Monday:

1. Percentage discount: This is the popular discount offer with 50% off (or whatever percentage you choose).
2. dollar discount: Offer a certain dollar amount off purchases (e.g. $50 off).
3. Tiered discount: The more a customer spends, the greater the discount.
4. Free or faster/improved shipping: You can offer free or expedited/extended shipping on all orders or orders over a certain value.
5. BOGO: Buy One Get One (BOGO) offers are very popular. You can offer real BOGOs or buy one and get 50% discount (or some other variation).
6. Bundled discount: To get a discount, customers must purchase multiple specific products. These products should be related to each other for this offer to be successful.
7. Upsell and cross-sell discounts: When a customer buys a specific product, they get related products for free or at a certain discount. You can also offer additional services instead of specific products.
8. Increased rewards: For customers who are part of your loyalty program, you can offer increased rewards for all or specific purchases.
9. time based: There are many types of time-based promotions, such as B. 1-hour flash sales and other hyper short-term deep discounts.
10. Subscription Upgrades: For SaaS companies, subscription upgrades are a great deal for Black Friday and Cyber ​​Monday. For example, you can offer a 12-month subscription for the price of nine months, or you can offer six months free or a higher-tier subscription for a lower-tier price.

Remember that both B2C and B2B customers are looking for big deals on Black Friday and Cyber ​​Monday. This means that you have to offer more with your actions on these two days than on other times of the year. These deals need to be special and only offered during the biggest shopping days of the year.

LEARN MORE: 5 Christmas promotions to beat your year-end sales goals

Key takeaways on Black Friday and Cyber ​​Monday promotions for cannabis companies

If you haven’t started developing your Black Friday and Cyber ​​Monday promotions yet, the sooner you start, the better. Follow the tips discussed above and develop offers that your target audience – those who are most likely to buy now – won’t want to miss. This is the time to make it big!

If your target audience includes cannabis and hemp business license holders, you can reach them via phone, email, social media and more using the Cannabiz Media License Database. It’s packed with verified leads – many of whom are already searching for the products and services your business offers!

Schedule a demo to see how you can use the tools in the Cannabiz media license database to promote your Black Friday and Cyber ​​Monday B2B deals and close more sales before the end of the year.