At a time when “infoxication” is increasingly evident and users are bombarded by the amount of advertising impacts, on all the platforms we consume, it is natural for SMEs to fight for play on equal terms with multinationals.
Going back a bit in time, Black Friday, or the tradition of Black Friday, originated in the United States in the 1960s, with regard to the sales offered by hundreds of stores in the days after Thanksgiving , for to stimulate consumption for the Christmas holidays.
That was when small and medium enterprises began to ask themselves: “How can we beat the ‘biggest’ without dying in the attempt? ”
As hundreds of consumers already have their sights set on January’s deals and savings, merchants can no longer just settle for taking advantage of the seasonal momentum of this holiday, but must anticipate showing a really competitive offer, if they want to stand out from a multitude of similar products, at “laughable” prices.
Well, they have proven that to swim in an ocean full of sharks with very high budgets it is not enough to impact, overwhelm and persecute consumers over and over again.
Now they have to “differentiate”
In a survey carried out by the Outbrain platform, of more than 8,000 consumers in the United States, United Kingdom, Australia, Germany, France, Italy, Spain and Israel, the majority of consumers say they have bought products outside their local market, forcing the brands to improve in terms of quality, experience and loyalty.
The same study shows that potential buyers prefer to have information about a brand before making a decision, so it is essential to understand that in order to position yourself right in front of these potential clients, it is not necessary to invest huge amounts of money in advertising.
Nor is it about offering an “infinite” range of products to prices “thrown”.
And much less is it about insult consumer intelligence, fed up with businesses that inflate their prices to show discounts that, in reality, do not affect the real value of the product.
It is about understanding that potential customers respond less and less to days like Black Friday and more to personalization, they expect fewer commercial speeches and they want more conversations, they demand less automation and more proximity.
Because now people buy in real time, visit digital platforms again and again before deciding on a product and compare; not only in terms of costs; but of user experience, comfort and differential value.
If SMEs, startups and businesses that are just making their way into this competitive digital environment oriented their communication to show the real value of what they offer, they would not only improve their results on Black Friday but it would do so in the long term .
The key to stop competing for price, As everyone does, it is about transmitting a message with which potential customers connect, making the purchase process an experience and understanding that the best brands are not large because they have invested more, but because they have understood how to give people just what they are looking for.
Marja Morante, copywriter and content, visibility and positioning strategist for businesses and ventures that want to sell more on the Internet.