Perhaps September was a bit early to start planning for Black Friday. That annual rite of shopping passage was the focus of a blog written by yours truly two months ago. I suppose I couldn't help my enthusiasm. The holidays do it for me. And now that November has arrived, they do it for big brands looking to effectively leverage social media as well.
Retail Giant Lowe's is making a major PPC Search and Display Advertising pre-Black Friday push to drive customers to its Facebook Fan page. There, loyal Lowes consumers can take advantage of coupon codes and discounts for upwards of 90% off. Take that Home Depot. After hearing their Black Friday social strategy, I couldn't help but wonder if the Lowes powers that be read this blog. In the September blog post I wrote "Online coupons figure to be used heavily by savvy shoppers but focusing primarily on this tactic to generate new business could alienate existing customers." By rewarding their current consumer base, Lowes is keeping their loyal customers top of mind and simultaneously creating buzz to attract newbies through online performance channels.
The Black Friday Sneak Peak campaign certainly is an inspired idea. However, it has experienced some technical hiccups. Traffic to the Lowes Facebook hosting party on November 4th was so robust it took down the online shopping site. When the site was functional, check-out times were impossibly long. Customers got cranky. Yes, this could be par for the Black Friday course but it would be interesting to know whether or not Lowes consulted an online performance marketing team to run the campaign. After all, inspired ideas could only benefit from continuous optimization and improvement strategies.
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