While it’s unlikely that customers are beating down the doors of your HVAC or plumbing company on an early Friday morning, the idea of Black Friday is something every small business can learn from. For retail businesses, Black Friday can signify the move to a profitable year and the start of the holiday season. For local businesses, Small Business Saturday is also a successful way to kick-off holiday shopping. But what about trades businesses? How can they benefit from all the hype?
Use Black Friday to Your Advantage
There’s no need to open the doors at 4 a.m. or sell 85” TVs to get more business for your home services company. However, you can use Black Friday to your advantage in your marketing and advertising. Depending on the type of service you provide, you could highlight your business along with popular Black Friday items.
With Home Depot, Lowe’s, and other home improvement stores running big sales, there is a need for plumbers, HVAC, and others to install those purchases. Run a marketing campaign around those services, with a focus on the deals scored on Black Friday.
Create discounts, coupons, and deals for a Black Friday Sale
Another great way to get in on the hype of Black Friday is to create discounts, coupons, or gift cards that are available for purchase on Black Friday. One of the advantages is that consumers are prepared to spend money and are looking for the hottest deals. According to BlackFriday.com, 62% of shoppers say they will search for as many deals or discounts as possible before purchasing this year, so advertising a discount or coupon is a great way to grab their attention. Some examples may be:
- Pre-purchase your spring HVAC tune-up on Black Friday and get 25% off.
- 10% off of gift cards purchased for services during Black Friday.
- Buy one, get one for a friend promotion.
One of the main motivators of Black Friday, Shop Local Saturday, and Cyber Monday are the deals and discounts. Creating a discount and then promoting it through appropriate marketing channels will help you be successful this holiday season. A good marketing campaign will should include a robust strategy, a target market, and solid execution. Finding a marketing partner, like Scorpion, can help you get the most out of your Black Friday buzz.
Recreate Black Friday at other times during the year
While Black Friday only happens once a year, you can re-create the buzz of Black Friday at different times throughout the year on a local scale. If your business is seasonal, you could create a marketing campaign before the season starts. Offer customers a discount to schedule early, or create a package deal that offers key services throughout the years.
At the end of the season, you could also create a sale that focuses on next year’s season. Discounts for pre-scheduling or gift cards for services the following year are a great way to get repeat customers and fill up your schedule ahead of time.
While most people associate Black Friday with early morning crowds, giant TVs, and crazed shoppers, the cultural phenomenon is a great way to advertise your businesses’ services as well. Adobe predicts that holiday season spending will reach $207 billion. There’s no reason home services businesses can’t cash in on that too. All you need is a little creativity, a plan of action to promote it, and the resources to follow through on your offerings.
