When I was planning the recent launch, I asked the client:
“What is the revenue projection we’re trying to hit for this promo?”
This is a dangerous question.
Because as a marketer, you know you cannot “guarantee” anything.
There are too many factors—including offer, customer support, and world events… (you even have to worry about tariff changing every 4 hours these days)
But I had to ask because –
I know my client has a number in mind.
(they always have)
However, my client has never run a huge sale in the first half of the year before. So, the bad news is:
I’m competing with BFCM numbers.
The last sales are still rolling in and I don’t know the final results yet.
But I do not think we can beat BFCM last year…
Here’s why:
ONE
BFCM is still THE BIGGEST shopping season in the Western world for e-commerce. (corporations have spent billions training the market)
TWO
When it comes to promo, 50% is about the offer.
My client has a seasonal product. This means…
Their hero product comes out in March..
This product makes up 40% of their annual revenue. However, this product degrades over time, losing its quality after 10 to 12 months.
So, they can offer crazy deals like 50% off flash sales during BFCM because they need to clear out their existing inventory.
They are not trying to make a profit during BFCM…
…they are simply recapturing costs.
But I can’t make the same offer in April.
This is where most marketing courses fail.
Most email marketing courses are created by gurus who sell info products to people who want to sell info products.
The cost to deliver an info product is close to zero.
(maybe time, maybe hosting… that’s about it)
But when it comes to e-commerce…
Every “offer” comes with a cost.
This means…
When I cannot leverage a “no-brainer” offer, I have to rely on a creative marketing approach. The good news?
While I do not think I can beat 2024 BFCM numbers, I’m close.
To be continued…
– WYH
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