Prep, Prepare, & Execute: The 5 Phases of a Knockout Black Friday Promo

Black Friday isn’t just a sale; it’s an event—and one you need to be prepared for if you want to make the most of it. With shoppers primed for deals, this is your chance to maximize visibility, excitement, and conversions. But diving in without a plan? That’s a no-go. Here’s the streamlined, no-fluff breakdown of the five phases you need to tackle—from warming up your audience to locking in those final sales—along with the best marketing moves for each phase to make your promo unforgettable.

1. Warming Phase: The Relationship Builder

• Timing: 3-4 weeks out

• Goal: Start building interest and hint at something big coming up.

• Marketing Moves:

  • Email Teasers: Share valuable insights or tips related to your product to warm up your audience. Keep it light on details to build curiosity.

  • Social Content: Post engaging and helpful content (no hard sells yet) to increase engagement and build trust. Try polls, behind-the-scenes, and stories.

  • Retargeting Ads: Show up for past visitors to subtly remind them of your brand.

2. Pre-Pre Launch: The Teaser

• Timing: 2-3 weeks out

• Goal: Build excitement and exclusivity.

• Marketing Moves:

  • Countdowns and Sneak Peeks: Drop hints and a countdown clock on socials and in emails.

  • VIP Lists/Waitlists: Encourage sign-ups for exclusive early access to make the offer feel limited and special.

  • Blog Post (or Content Piece): Post a blog or guide highlighting how your offer solves Black Friday pain points, subtly leading toward the promo.

3. Pre-Launch: The Builder

• Timing: 1 week out

• Goal: Create urgency with a clear call-to-action.

• Marketing Moves:

  • Email Series: Send a few emails detailing what’s coming, emphasizing benefits and exclusivity for those on the VIP list.

  • Social Media Boosts & Lives: Go live on Instagram or Facebook to build buzz, demo products, or share the behind-the-scenes of the launch prep.

  • Landing Page Countdown: Add a countdown timer for a visual sense of urgency.

4. Launch: The Big Bang

• Timing: Black Friday to Cyber Monday

• Goal: Maximize conversions with a clear, irresistible offer.

• Marketing Moves:

  • Launch Email Blast: Send out the big reveal with a strong subject line and easy call-to-action buttons.

  • Paid Ads: Use remarketing ads on Google and social media to hit people who have interacted with the teasers and pre-launch content.

  • Social Proof: Showcase live customer feedback, reviews, and user-generated content on your social channels.

5. Post-Launch: The Follow-Up

• Timing: Immediately after the promo ends

• Goal: Engage those who missed out and re-engage customers who purchased.

• Marketing Moves:

  • Follow-Up Email Series: Send thank-you emails to buyers, with an offer to join your mailing list or VIP program if they missed the sale.

  • Retargeting for Next Time: Retarget new leads with messaging about staying connected for future promos.

  • Social Shout-Outs: Share gratitude posts to connect with your audience and subtly hint at more in the future.

Wrap Up:

Each phase leads the customer deeper into the funnel. With strong copy, bold CTAs, and strategic engagement, your Black Friday promo can make a lasting impression—and set the stage for future sales!