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Speaker 1: Hi, I'm Britney Saunders and welcome to Big Business, the

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Speaker 1: place where business is far from boring. And today I'm

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Speaker 1: recording on gadigl Land. Now I somehow manage to build

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Speaker 1: an empire from the garage underneath my house, and on

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Speaker 1: Big Business, I'm here to share it all with you,

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Speaker 1: from the winds, the huge mistakes, the challenging times, and

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Speaker 1: the funny moments in between. So, whether you're in business already,

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Speaker 1: perhaps you're not in the game at all, maybe you're

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Speaker 1: just looking for some insbo or maybe you just simply

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Speaker 1: want to hear the tea, this is the podcast for you.

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Speaker 1: Coming up on today's episode, I'm joined by my wonderful

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Speaker 1: friend Anita, who has been on the pod before. She

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Speaker 1: is the CEO and founder of Hero Packaging, and she

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Speaker 1: is just a wizard when it comes to all things business,

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Speaker 1: from product creation, e commerce, shopify, ads like quite literally,

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Speaker 1: she knows everything. So I'm bringing Anita on today to

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Speaker 1: talk all things Black Friday. Black Friday is very exciting

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Speaker 1: for businesses, but it can also be extremely overwhelming and

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Speaker 1: there's a lot of information out there that we need

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Speaker 1: to be prepared for Black Friday or our business is

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Speaker 1: going to fail and Anita is amazing at putting things simply.

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Speaker 1: So without further ado, let's bring Anita into the studio

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Speaker 1: and let's get down to business. Okay, I've got one

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Speaker 1: more thing that i want to say to you before

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Speaker 1: I bring Anita in. And I know this is really annoying,

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Speaker 1: but I'm going to be that person. But I'll keep

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Speaker 1: it quick and I'll keep it simple. Fate is nominated

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Speaker 1: for the TikTok Business of the Year Award. If you

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Speaker 1: don't know what the TikTok Awards are, they happen every

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Speaker 1: single year and there is a business category in the awards.

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Speaker 1: We are up to take out the win for Business

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Speaker 1: of the Year. All I'm going to do is I'm

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Speaker 1: going to leave a link in the show notes of

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Speaker 1: today's episode, and all you have to do is tap

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Speaker 1: on it, find the business section and vote for us.

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Speaker 1: The link is also in my Instagram bio if you

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Speaker 1: want to find it there. I would greatly appreciate if

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Speaker 1: you enjoy what I do here on Big Business. If

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Speaker 1: you enjoy Fate and you'd like to see us take

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Speaker 1: out the win, I would love for you to vote

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Speaker 1: for us. Voting is open from now until the thirteenth

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Speaker 1: of November, and you can vote once per day, So

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Speaker 1: click the link in the show notes or click the

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Speaker 1: link in my bio and find us under the business category.

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Speaker 1: And thank you so much in advance to everyone who votes. Anita, Hello,

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Speaker 1: you are an expert when it comes to all things

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Speaker 1: I feel like business. E commerce adds everything in and out.

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Speaker 1: My first question to you, and something that I would

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Speaker 1: love to know your opinion on, is do you think

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Speaker 1: that all these sales periods that are becoming increasingly popular

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Speaker 1: are in the long run doing great for business or

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Speaker 1: are they damaging small businesses?

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Speaker 2: Such a good question, No, absolutely not, because I think

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Speaker 2: if small businesses are going to do a sale in

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Speaker 2: a sales period, it doesn't ruin the perception of their brand.

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Speaker 1: What ruins their brand is if they.

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Speaker 2: Do sales all the time, and then their audiences expect

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Speaker 2: to and all they'll buy is when that brand is

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Speaker 2: on sale.

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Speaker 1: I think that's how I feel as well. And I

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Speaker 1: guess the reason why I asked you this question is

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Speaker 1: because I feel like consumers are turning into having that

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Speaker 1: kind of mindset, especially with Black Friday and the rise

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Speaker 1: of how popular it's become. Like a few years back,

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Speaker 1: Black Friday wasn't a thing in Australia. Yeah, I think

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Speaker 1: Black Friday has ruined Boxing Day. Boxing Day used to

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Speaker 1: be the sale time of the year. Everyone was so

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Speaker 1: excited about Boxing Day. But ever since Black Friday has

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Speaker 1: become so popular, it is so close to Boxing Day

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Speaker 1: that now I feel like the big sales happen in

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Speaker 1: Black Friday and Boxing Days just like eah, you know,

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Speaker 1: a tiny little sale. I think that the three months.

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Speaker 2: So I think October, November and December is where businesses

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Speaker 2: make seventy percent of their revenue.

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Speaker 1: Did you know that? Yeah, I have heard this.

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Speaker 2: It's wild and so I think Boxing Day is still

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Speaker 2: a thing. But they've made Black Friday such a big

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Speaker 2: deal because they wanted a bigger amount of time to

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Speaker 2: make more of those dollars. I guess in like a

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Speaker 2: sales period especially, I think it correlates directly with how

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Speaker 2: everything's going after COVID as well, and how sales have

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Speaker 2: kind of dropped off for a lot of brands, and

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Speaker 2: so they want that month long sales period to like

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Speaker 2: boost the brand up again, whereas Boxing Day is just

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Speaker 2: that one day.

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Speaker 1: And do you remember Boxing Day?

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Speaker 2: It wasn't just like online, you would go in and

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Speaker 2: stand in line at Pitt Street Mall in the city

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Speaker 2: and way.

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Speaker 1: That we're obviously in retail as well as online, which

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Speaker 1: always actually makes doing sales a lot more tricky for us.

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Speaker 1: So for example, for us, for Fate for Black Friday,

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Speaker 1: we're just doing one day sale because we really yes,

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Speaker 1: because we have the added element of five other retail

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Speaker 1: stores that we also have to orchestrate. So we've found

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Speaker 1: in the past, let's say we've done Black Friday online

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Speaker 1: only and then not in stores because it's just a

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Speaker 1: fuckery to orchestrate. Then customers will complain that it's not

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Speaker 1: also in store, or our store staff will say, oh,

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Speaker 1: it was really dead today because we did the sale

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Speaker 1: online only kind of thing. And I guess it just

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Speaker 1: creeps around on us so quickly every year that we're like,

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Speaker 1: fuck it, just one day only, go big and go

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Speaker 1: hard because I know, like I and we're gonna talk

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Speaker 1: about this a lot in today's episode. But you see

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Speaker 1: so many brands like they've got a two week strategy

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Speaker 1: of what their Black Friday sale is going to be

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Speaker 1: for two weeks prior, they hype it all up and

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Speaker 1: get all these email sign ups and then on Friday,

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Speaker 1: it's this. On Saturday, it's by one get one free.

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Speaker 1: On Sunday it's tiered sale. On Monday, there's a new

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Speaker 1: collection launching, blah blah blah. For us to do that

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Speaker 1: online is a big thing, right for any brand to

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Speaker 1: do something as big as that online is huge. But

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Speaker 1: adding the element of five retail stores and orchestrating that

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Speaker 1: exact same sale, so it is so much logistics. So

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Speaker 1: with our sales, we keep it simple. One day only.

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Speaker 2: So are you doing Black Friday the day of Black

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Speaker 2: Friday that's the sale day, Yes, but we're doing it

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Speaker 2: a week before Black Friday.

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Speaker 1: Gotcha to try and get in before all the other brands.

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Speaker 2: Because other brands are doing they're going earlier and earlier, right,

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Speaker 2: So last year I remember them saying we're going to

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Speaker 2: go earlier, and that was two weeks before and this

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Speaker 2: year they're going earlier than that. So I walked into

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Speaker 2: Westfield yesterday and they're like early Black Friday has started,

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Speaker 2: and like JD Sports for example, all of it was discounted.

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Speaker 1: I know. I just like this. It's all so overwhelming

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Speaker 1: as a business owner, and while I get it, it's great,

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Speaker 1: Like I see business from both standpoints. I see it

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Speaker 1: as a consumer. I love a sale. Everyone loves a

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Speaker 1: fucking sale. I love when I get that email it's

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Speaker 1: like thirty percent off today, only I'm like, fuck, yeah,

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Speaker 1: I love a sale. But I just think all of

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Speaker 1: this Black Friday stuff and Cyber Monday and Black Friday

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Speaker 1: Long weekend. But now Brand's doing it two weeks prior

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Speaker 1: and for the whole month, Like, it is so overwhelming

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Speaker 1: for businesses to know what to do. It is.

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Speaker 2: It's one of those things where you look around and

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Speaker 2: you're like, should I be doing that too? Yeah, And

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Speaker 2: then you get confused because as a small business, you

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Speaker 2: don't actually have the margins and you don't have that

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Speaker 2: level of expertise to be able to pull off a

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Speaker 2: sale three four weeks early and then maintain sales periods,

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Speaker 2: and then what if sales drop after the sale?

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Speaker 1: What do you do? And it just becomes too much.

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Speaker 1: I even find it overwhelming. And we've always been really

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Speaker 1: simple with our sales at FATE. We generally just do

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Speaker 1: one day only. Sometimes we've done like three day sales

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Speaker 1: kind of thing, but these days it's just one day only,

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Speaker 1: and it makes it so easy. It's online and install

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Speaker 1: one day only. That's your opportunity kind of thing.

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Speaker 2: Do you feel like your sales though, for the month

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Speaker 2: of October for example, at November before you do that

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Speaker 2: one day sale, they kind of drop off.

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Speaker 1: A little bit, absolutely expecting that, ye, shale. And that's

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Speaker 1: the other thing that's so hard as well, is like

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Speaker 1: you want to be able to sustain your business, and like,

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Speaker 1: I feel like, as exciting as Black Friday is, and

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Speaker 1: I know everyone loves a sale because of Black Friday,

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Speaker 1: we as businesses watch our sales figures drop drastically in

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Speaker 1: the lead up because people are waiting, and then it

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Speaker 1: just makes you have that freak out as a business

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Speaker 1: owner of oh my god, sales are low, like October

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Speaker 1: has been low for us, Yes, and it makes you

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Speaker 1: freak out. And I'm sure it makes a lot of them.

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Speaker 2: That's why they go early because they just want to

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Speaker 2: make that revenue.

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Speaker 1: Yeah, it's scary, and yeah, it's so tricky like sales

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Speaker 1: periods because they're exciting, and like you said, businesses can

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Speaker 1: make seventy percent of their revenue in a sale period.

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Speaker 1: But then are we beginning to rely on sales periods

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Speaker 1: to make our money When you have dropped your prices

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Speaker 1: by thirty percent. I don't know what other businesses do,

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Speaker 1: but like, losing thirty percent of your profit margin is hurtful.

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Speaker 1: It is, And I think people are so dependent on

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Speaker 1: getting so many more sales and they're like, Wow, I've

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Speaker 1: grown as a business, but actually you look at the

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Speaker 1: cash in your bank and it's not there because you've

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Speaker 1: done thirty percent off or you've done forty percent off. Yeah,

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Speaker 1: it's just overwhelming. And I think I've been seeing a

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Speaker 1: lot of videos recently pop up on my Instagram and

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Speaker 1: my TikTok from like business coaches and ad experts and stuff,

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Speaker 1: and these people are saying stuff that I'm like, I

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Speaker 1: have no idea what you're talking about. And I'm the

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Speaker 1: owner of Fate the label, and these people are going,

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Speaker 1: if you don't do Black Friday right, you may as

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Speaker 1: well throw your business in the bin.

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Speaker 2: And they're like segment this and target this and then

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Speaker 2: the niche audience and the ab testing, and You're like,

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Speaker 2: what the actual hell am I doing?

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Speaker 1: Like it's so confusing. I feel that way, like we

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Speaker 1: are so simple with our Black Friday sale. We will

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Speaker 1: pick what our sale is going to be for the

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Speaker 1: one day, we will send out emails to our you know,

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Speaker 1: engaged audiences, to our newsletter. I'll run some ads. I

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Speaker 1: might do an advantage plus campaign and maybe a middle

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Speaker 1: of final campaign and that's it.

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Speaker 2: Do you think, and this is a question I think

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Speaker 2: everyone will probably want to know. Do you think that

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Speaker 2: you have it easier because you've got an audience that

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Speaker 2: you can talk to about and you can do a

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Speaker 2: one day sale. But do small businesses can they also

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Speaker 2: do what you're doing? Or do you think that they

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Speaker 2: need to do that two weeks of sales to make

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Speaker 2: up for that low October?

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Speaker 1: I have really no fucking idea. Like that's a good

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Speaker 1: quest es because I guess I've never been in a

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Speaker 1: position where I've thought, well, we better do a two

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Speaker 1: week sale and have a different offer every day. And

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Speaker 1: I've seen businesses do that, like last year, for example,

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Speaker 1: the Lalla By club girls who I'm friends with, Like,

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Speaker 1: one day they did every order gets a free tumbler.

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Speaker 1: Day two, you get a free tote, Day three, you

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Speaker 1: get thirty percent off, day four you get like and

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Speaker 1: they had different offers. Then they dropped a new collection

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Speaker 1: in the middle of it. And I see so many

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Speaker 1: brands doing that, but I don't know. We've just never

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Speaker 1: gone there as a business, Like I've never tried it.

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Speaker 1: And every year I see all these brands doing so

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Speaker 1: much extravagant stuff that I'm like, oh, fuck, maybe next

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Speaker 1: year we need to do something like that. Like it

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Speaker 1: makes me feel like we're not doing enough.

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Speaker 2: No, because those brands, like we said, are making the

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Speaker 2: majority of their revenue in that sales period. So they

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Speaker 2: are they've spent the entire year lapping out the day

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Speaker 2: in and day out, like what's happening on every single day,

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Speaker 2: so that they're maximizing revenue.

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Speaker 1: For that period.

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Speaker 2: Because for you, what happens to you is you have

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Speaker 2: a more stabilized revenue and so for that period, it's great. Yeah,

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Speaker 2: you get a boost in revenue on that one day.

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Speaker 1: But you don't need it.

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Speaker 2: You could actually fate the label could exist and could

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Speaker 2: survive and thrive and grow without even that one day

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Speaker 2: of sales. A lot of these businesses actually need the

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Speaker 2: October November December sales period to have a business. I

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Speaker 2: actually think what you should do is do the one

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Speaker 2: day of sales and then you know for December when

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Speaker 2: sale twelve days of twelve days and it doesn't.

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Speaker 1: Have to be a discount. It could be like little gifts.

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Speaker 2: Yeah, it could be like Brittany will make a surprise

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Speaker 2: video for whatever. You know, it could be anything, but

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Speaker 2: it's just something to surprise and delight people after the

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Speaker 2: sales period.

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Speaker 1: I think another thing that we do as well, like

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Speaker 1: around November and December and in between that Black Friday

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Speaker 1: and Christmas. Like so there's like a month when Black

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Speaker 1: Friday ends and before Christmas. We always come out with

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Speaker 1: really good collections in that time. Yes, so we've got

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Speaker 1: like red things launching in between the end of November

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Speaker 1: and Christmas, so people will be like, I need that

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Speaker 1: outfit for Christmas Day. Yes, you know, so we I

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Speaker 1: guess try to do exciting things in that time as well,

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Speaker 1: because I know a lot of businesses will drop off

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Speaker 1: in early December because everyone's just waiting for Boxing Day.

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Speaker 2: The scary part of that though, is managing the Australia

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Speaker 2: post cutoff dates. Yes, and I think you know, say,

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Speaker 2: for example, it's like the seventeenth of December and you

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Speaker 2: launch it on like the first week of December, it's

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Speaker 2: like they've got a week to purchase it.

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Speaker 1: So managing that can be.

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Speaker 2: Quite difficult to such a good idea to launch something

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Speaker 2: after a sales period because everyone wants to be excited.

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Speaker 2: People are still spending a lot of money, so to

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Speaker 2: drop like a Christmas limited edition item is such a

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Speaker 2: good idea. My next question for you is, let's say

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Speaker 2: someone is listening, they're in business, and they're overwhelmed by

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Speaker 2: Black Friday sales.

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Speaker 1: They're seeing all these videos that I'm seeing of all

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Speaker 1: these people saying, if you don't have a strategy locked

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Speaker 1: in place, you may as well through your business in

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Speaker 1: the Black Friday will make or break your business if

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Speaker 1: you could. I think one thing that you're really good

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Speaker 1: at is just putting things simply. Just say you're brand

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Speaker 1: new to business, You've never really done a Black Friday

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Speaker 1: sale before, you don't know what you're supposed to do.

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Speaker 1: What would be the most simplest advice that you could

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Speaker 1: give to people who are feeling overwhelmed when it comes

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Speaker 1: to a strategy for Black Friday. Okay, it starts with

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Speaker 1: the date of Black Friday, so that's the twenty ninth

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Speaker 1: of November this year, and Cyber Monday is I think

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Speaker 1: the second of December, so that weekend is the sales period.

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Speaker 1: So the simplest thing is to think about the dates

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Speaker 1: and work backwards. So go, okay, I've got.

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Speaker 2: The twenty ninth of November as my benchmark. Now I

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Speaker 2: need to think about what offer do I want to have?

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Speaker 2: Like do I want to have every single day something new? No,

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Speaker 2: If you're a business that has been around for maybe

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Speaker 2: one to two years or less, you don't want to

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Speaker 2: do anything complicated.

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Speaker 1: Stick with one thing.

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Speaker 2: That could be like a sight wide discount. It could

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Speaker 2: be a tiered discount, like anything under one hundred dollars

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Speaker 2: you get off, anything over one hundred dollars you get

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Speaker 2: thirty percent or something like that. You might just have

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Speaker 2: free gift with purchase you could have, or free shipping

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Speaker 2: like you could have anything.

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Speaker 1: Right, but pick one offer.

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Speaker 2: That's all you need to do and then you've gone, Okay,

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Speaker 2: twenty ninth of November.

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Speaker 1: I'm going to start my sale. This is the offer.

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Speaker 2: And all I want you to do is like, think, Okay,

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Speaker 2: how am I going to make people aware of the offer?

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Speaker 2: So is that going to be through ads? Is it

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Speaker 2: going to be through my emails? Is it going to

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Speaker 2: be through you know, my SEO and My advice for

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Speaker 2: that is always ads and.

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Speaker 1: Emails is just the best way to go.

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Speaker 2: So if you want to tell people about it, it's

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Speaker 2: like content, of course, but then ads and emails that's

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Speaker 2: how you tell people about it. When they come to

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Speaker 2: your site, it's like, okay, now they're on your website.

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Speaker 2: Do that on every single page? Can they see the

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Speaker 2: sale somewhere? So like on the product page, where can

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Speaker 2: they see that they're getting free shipping?

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Speaker 1: On the homepage? Can they see it on the collection space?

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Speaker 2: Making sure you merchandise your website so that everywhere they

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Speaker 2: go able to.

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Speaker 1: See the sale. I think that's really important yea, because

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Speaker 1: you can have like banners on your website homepage and

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Speaker 1: it's all like thirty percent off today, only use this code.

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Speaker 1: But then if they jump off that home page and

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Speaker 1: they're on a collection page where they can seal your products,

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Speaker 1: and all of a sudden it's not visible, they can

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Speaker 1: forget and don't forget that.

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Speaker 2: When they come from an ad or a piece of

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Speaker 2: content and they click through the link in bio and

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Speaker 2: they come through to a product page and it's not

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Speaker 2: on the product page, it's going to be a real

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Speaker 2: issue because they don't know what to do. They thought

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Speaker 2: there was a sale, but they've come to the product

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Speaker 2: page and there's no sale, or they don't they don't

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Speaker 2: know the code. They don't know the code, and they're

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Speaker 2: going to leave right that bounce rate, And especially in

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Speaker 2: this time, people are so just all over the place.

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Speaker 2: They've got multiple tabs open, they've got their phones going off,

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Speaker 2: they've got multiple flooded yeah, and then like you don't

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Speaker 2: even have the sale displayed, they're out of there. So

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Speaker 2: just make sure that if you're going to have a sale,

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Speaker 2: make sure it's everywhere on your website. You're on a

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Speaker 2: waste the sale. I would say one other thing before

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Speaker 2: you kind of do all of this stuff and before

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Speaker 2: you think about the offer is really look at the

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Speaker 2: margins of your products that you're selling and make sure

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Speaker 2: that you can actually afford a discount. So if your

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Speaker 2: margin is quite low and you feel like you're a

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Speaker 2: small business and you're barely making money, like even just

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Speaker 2: selling it a full price, potentially just doing.

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Speaker 1: A free gift with purchase or a tiered.

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Speaker 2: Discount is way better than a sit wide discount because

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Speaker 2: different products have different margins and you don't want to

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Speaker 2: be offering a discount to those products that you're making

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Speaker 2: no money.

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Speaker 1: You will you'll go into a loss.

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Speaker 2: Like I've been there. I know what that feels like,

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Speaker 2: because you're like, Wow, we made this much money and

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Speaker 2: then you look and your profit is like full in

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Speaker 2: the red because you've offered too much of a discount.

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Speaker 2: So just when you're thinking about the offer, to keep

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Speaker 2: it really simple, think about it in a way that

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Speaker 2: you make the most amount of profit.

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Speaker 1: Yeah, I would say.

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Speaker 2: One more thing, and this is for you as well.

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Speaker 2: When you run a sale, okay, and you're doing say

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Speaker 2: you do one day sale, everyone thinks, okay, I'm going

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Speaker 2: to run a big discount and everyone's going to make

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Speaker 2: a purchase. Your job as a business owner is to

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Speaker 2: make sure that average order value goes up on Black

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Speaker 2: Friday sales, not down. So say, for example, your average

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Speaker 2: order value for fate, I don't know what it is,

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Speaker 2: but let's say it's one hundred dollars. Okay, every time

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Speaker 2: someone makes a purchase on average, they spend one hundred dollars.

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Speaker 2: If they make a discount of like if you do

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Speaker 2: a thirty percent discount, then you technically have seventy.

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Speaker 1: Dollars average order value right.

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Speaker 2: Your job is to merchandise the site to make sure

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Speaker 2: that they go up in average order value.

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Speaker 1: Right, So the way you're going to add something else, add.

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Speaker 2: Something else, because it's like in your cart if they've

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Speaker 2: added something, can you say, hey, by the way, everyone

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Speaker 2: who's bought this has also bought this, and just like

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Speaker 2: try and make them buy a little bit extra. So

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Speaker 2: you're getting that profit and you're making that kind of

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Speaker 2: the profit on the shipping as well. So that's something

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Speaker 2: that I really like. I just want to make sure

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Speaker 2: brands know that if you're running a sale, make.

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Speaker 1: Surer average order value goes up. That's for you too,

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Speaker 1: all right, pressures on for me to make sure. I

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Speaker 1: think the good thing with us is because we don't

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Speaker 1: do sales that often. And that would be my advice

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Speaker 1: as well to business owners out there. And like you

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Speaker 1: said in the beginning of the episode, you don't want

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Speaker 1: to become known as a brand that is constantly doing

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Speaker 1: a sale. And I really try to do that with

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Speaker 1: Fate because you don't want to cheapen your brand or

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Speaker 1: become like you could off the top of your head

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Speaker 1: probably think of brands that you know are just constantly

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Speaker 1: on sale and that's the image that they create for themselves.

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Speaker 1: Another brand that's really interesting that we could talk about

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Speaker 1: forever is Mecha. Mecha sale they only do Boxing Day

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Speaker 1: and is it I think it's twenty percent off on

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Speaker 1: Boxing Day and that's it on selected items, on certain items,

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Speaker 1: And I know that there's a lot of discourse online

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Speaker 1: about that and people are really mad that Mecha doesn't

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Speaker 1: do sales and they just do the twenty percent off

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Speaker 1: on Boxing Day for certain items. But at the same time,

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Speaker 1: from like a business point of view, I'm like, fucking

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Speaker 1: good on you, Like you've built a brand that strong

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Speaker 1: that people will come in and pay full price every

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Speaker 1: single time.

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Speaker 2: It's hard though, because they have brands there with exclusivity

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Speaker 2: and people really want those brands and they can only

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Speaker 2: get them from Mecca. So they have that privilege of

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Speaker 2: being able to do that. They've got the monopoly on

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Speaker 2: the beauty world. In the beauty world and so there's

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Speaker 2: Mecca and Sephora and they can kind of battle it

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Speaker 2: out for like those brands, and they've got that brand

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Speaker 2: awareness and Mecha's been around for a really long time. Also,

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Speaker 2: they have the benefit of having the Beauty Loop program. Yes,

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Speaker 2: so people actually keep buying from there because they want

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Speaker 2: to get to level three, level four and get all

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Speaker 2: these free samples in this box every quarter. And you

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Speaker 2: know they've done it in such a clever way they have.

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Speaker 2: We don't as business owners have that same luxury small

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Speaker 2: business owners to be like, well, I own it. Like

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Speaker 2: let's say you own skincare, a skincare brand, My cream

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Speaker 2: is better than that grip. No, because all creams look

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Speaker 2: the same and one of them has a thirty percent discount,

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Speaker 2: and I'm going, well, I'm not going to discount it.

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Speaker 2: You're just not going to make that sale. And that's

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Speaker 2: really unfortunate. But in Black Friday, that's actually what happens.

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Speaker 1: What would be your advice to business owners with Black Friday?

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Speaker 1: And how like everyone has started their Black Friday now,

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Speaker 1: Like there's so many businesses now as we're recording this

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00:20:03,400 --> 00:20:05,840
Speaker 1: that are already, you know, doing a Black Friday sale.

437
00:20:05,880 --> 00:20:08,719
Speaker 1: If someone is new to Black Friday, they've never done

438
00:20:08,760 --> 00:20:11,320
Speaker 1: it before, maybe this is their first Black Friday. What

439
00:20:11,359 --> 00:20:13,560
Speaker 1: are your thoughts surrounding do you just do it on

440
00:20:13,640 --> 00:20:16,399
Speaker 1: the actual Black Friday day or do you bring it

441
00:20:16,480 --> 00:20:17,480
Speaker 1: forward kind of thing?

442
00:20:17,880 --> 00:20:20,119
Speaker 2: I would bring it forward. Yeah, So I would be

443
00:20:20,200 --> 00:20:23,600
Speaker 2: going two weeks one week early. Yeah, that's what I

444
00:20:23,640 --> 00:20:25,760
Speaker 2: would be doing, because you want to really there's this

445
00:20:25,880 --> 00:20:29,120
Speaker 2: wave that happens and people are like opening their wallets,

446
00:20:29,400 --> 00:20:31,320
Speaker 2: and as a new business, you don't want to miss

447
00:20:31,320 --> 00:20:34,040
Speaker 2: out on that opportunity. Do it in a really smart way,

448
00:20:34,080 --> 00:20:37,000
Speaker 2: but one week early. If you're really overwhelmed by it,

449
00:20:37,040 --> 00:20:39,719
Speaker 2: then go one week early. Think of your offer, and

450
00:20:39,760 --> 00:20:42,320
Speaker 2: then just go for it. And you know what's really

451
00:20:42,400 --> 00:20:44,880
Speaker 2: interesting is that even if you're a small business, there

452
00:20:44,920 --> 00:20:47,199
Speaker 2: are people out there. There is an audience out there,

453
00:20:47,240 --> 00:20:50,240
Speaker 2: no matter how big or small, that has heard about

454
00:20:50,240 --> 00:20:52,639
Speaker 2: you but haven't purchased because it feels they feel like

455
00:20:52,680 --> 00:20:56,080
Speaker 2: it's too expensive. It's a really good time to target

456
00:20:56,200 --> 00:20:59,879
Speaker 2: those people, even if it's ten people, to actually make

457
00:20:59,920 --> 00:21:02,359
Speaker 2: it purchase from you. And the easiest way to do that,

458
00:21:02,480 --> 00:21:04,800
Speaker 2: like I was saying before, is sending them an email,

459
00:21:05,040 --> 00:21:08,640
Speaker 2: of course, but also your ads. Making sure that anyone

460
00:21:08,680 --> 00:21:11,359
Speaker 2: who has visited your website or engage with you on

461
00:21:11,400 --> 00:21:15,280
Speaker 2: social media knows about your sale, has like an ad

462
00:21:15,280 --> 00:21:17,480
Speaker 2: that pops up saying like thirty percent off or twenty

463
00:21:17,480 --> 00:21:21,080
Speaker 2: percent off this brand. You know, those people are really

464
00:21:21,119 --> 00:21:24,560
Speaker 2: really important. If you're trying to get a new audience

465
00:21:25,000 --> 00:21:27,919
Speaker 2: on Black Friday. That's when it becomes really difficult and

466
00:21:27,960 --> 00:21:29,760
Speaker 2: really hard. What you want to do is tap into

467
00:21:29,760 --> 00:21:32,159
Speaker 2: the people who already kind of know about you but

468
00:21:32,240 --> 00:21:33,480
Speaker 2: haven't yet made a purchase.

469
00:21:33,720 --> 00:21:36,800
Speaker 1: Isn't it crazy that Black Friday has become such a

470
00:21:36,840 --> 00:21:40,240
Speaker 1: thing in Australia to the point where brands are battling

471
00:21:40,320 --> 00:21:43,040
Speaker 1: out to start it sooner than it actually is like

472
00:21:43,080 --> 00:21:45,199
Speaker 1: the whole when you actually think about it, Yeah, like

473
00:21:45,240 --> 00:21:47,560
Speaker 1: can't we just say Black Friday is on Black Friday

474
00:21:47,840 --> 00:21:50,080
Speaker 1: and that's when the sales go live. But it's that

475
00:21:50,320 --> 00:21:53,760
Speaker 1: fucking saturated and competitive that brands are starting their Black

476
00:21:53,760 --> 00:21:56,960
Speaker 1: Friday sale one month early to get ahead of all

477
00:21:57,000 --> 00:21:59,640
Speaker 1: the other businesses. Yes, it's like everyone's out just battling,

478
00:22:00,359 --> 00:22:02,439
Speaker 1: you know, against one another to try and be the first.

479
00:22:02,440 --> 00:22:05,560
Speaker 2: It's because it's share of wallet, yes, right, Like consumers

480
00:22:05,600 --> 00:22:07,920
Speaker 2: have one hundred dollars to spend. The one who gets

481
00:22:07,960 --> 00:22:09,960
Speaker 2: there early, brand that gets it earliest is the one

482
00:22:09,960 --> 00:22:10,840
Speaker 2: that gets their money.

483
00:22:10,960 --> 00:22:14,240
Speaker 1: It isn't that crazy because it's not fucking Black Friday,

484
00:22:14,320 --> 00:22:17,199
Speaker 1: Like we're doing our Black Friday sale a week before,

485
00:22:17,320 --> 00:22:18,719
Speaker 1: like we've I think the last couple of years, we've

486
00:22:18,720 --> 00:22:22,440
Speaker 1: done it a week before. But it's just mad, like, yeah,

487
00:22:22,440 --> 00:22:24,119
Speaker 1: Black Friday's on the twenty ninth, but we're doing on

488
00:22:24,280 --> 00:22:27,520
Speaker 1: twenty second or Whatever's a really dumb question. Who owns

489
00:22:27,560 --> 00:22:31,399
Speaker 1: Black Friday? Like who starts? Who sets the day? Well,

490
00:22:31,560 --> 00:22:34,840
Speaker 1: quite literally, I actually don't know, no idea, Like I

491
00:22:34,880 --> 00:22:38,160
Speaker 1: know it started in America, right, yes, okay.

492
00:22:38,000 --> 00:22:39,600
Speaker 3: So I have looked it up. It said the real

493
00:22:39,720 --> 00:22:43,000
Speaker 3: origin of the Black Friday Monkia. So you say that

494
00:22:43,040 --> 00:22:44,200
Speaker 3: word Monkia.

495
00:22:44,520 --> 00:22:45,320
Speaker 1: What is that word?

496
00:22:45,440 --> 00:22:50,720
Speaker 3: Monika? Monica, Monica? I think Monica or Moncia. Who knows

497
00:22:50,760 --> 00:22:53,560
Speaker 3: how to say? That word? Comes from Philadelphia, where the

498
00:22:53,720 --> 00:22:57,000
Speaker 3: Army Navy football game is played on the Saturday following

499
00:22:57,040 --> 00:23:00,000
Speaker 3: Thanksgiving every year in the nineteen fifties, sixties, and seventies.

500
00:23:00,080 --> 00:23:03,600
Speaker 3: The game brought in hordes of people, most of whom

501
00:23:03,720 --> 00:23:08,199
Speaker 3: arrived on Friday. So I think then businesses surrounding that

502
00:23:09,040 --> 00:23:11,920
Speaker 3: made money, made money and put their sales on.

503
00:23:12,760 --> 00:23:15,320
Speaker 1: Well, I'm all for Black Friday. I'm all for a sale,

504
00:23:15,400 --> 00:23:17,719
Speaker 1: but I personally think, I mean, we've got end of

505
00:23:17,720 --> 00:23:20,280
Speaker 1: financial year sales in the middle of the year as well.

506
00:23:20,760 --> 00:23:23,000
Speaker 1: But I'm just annoyed at the fact that Black Friday

507
00:23:23,040 --> 00:23:24,560
Speaker 1: is so close to Boxing Day.

508
00:23:24,680 --> 00:23:28,159
Speaker 3: So observed Boxing Days a national holiday.

509
00:23:28,440 --> 00:23:31,760
Speaker 1: That's what go there, You go, well, Xander's just looked

510
00:23:31,760 --> 00:23:34,600
Speaker 1: it up. So Boxing Day isn't a thing in America

511
00:23:34,720 --> 00:23:38,960
Speaker 1: and that's why they got back Friday. But I think

512
00:23:39,320 --> 00:23:44,280
Speaker 1: it's sad because I think of Boxing Day and when

513
00:23:44,280 --> 00:23:46,480
Speaker 1: we were kids, like we would go to the shops

514
00:23:46,920 --> 00:23:48,800
Speaker 1: and it was all about the Boxing Day sails and

515
00:23:48,840 --> 00:23:51,040
Speaker 1: Westfield would be open till midnight or it would be

516
00:23:51,280 --> 00:23:55,320
Speaker 1: twenty four hour. And obviously I have experienced being in

517
00:23:55,400 --> 00:23:58,560
Speaker 1: shopping centers. We have two Westfield stores Boxing Day, no

518
00:23:58,600 --> 00:24:02,040
Speaker 1: one cares about it anymore, like the Westfields that we're

519
00:24:02,080 --> 00:24:04,919
Speaker 1: in two west Fields, I think one like because they

520
00:24:05,000 --> 00:24:09,159
Speaker 1: give you like a two week trading hours and I

521
00:24:09,160 --> 00:24:12,159
Speaker 1: think the latest is like one day is ten pm

522
00:24:12,240 --> 00:24:15,480
Speaker 1: or midnight. I know other centers. I think some still

523
00:24:15,480 --> 00:24:17,679
Speaker 1: do the twenty four hour trade, but it is a

524
00:24:17,800 --> 00:24:21,479
Speaker 1: ghost town, yeah, at nighttime, and it's just it's not

525
00:24:21,520 --> 00:24:23,800
Speaker 1: the same. And I think it's because everyone's already burnt

526
00:24:23,800 --> 00:24:27,080
Speaker 1: out from Black Friday. So I'd say, like, as great

527
00:24:27,119 --> 00:24:29,880
Speaker 1: as Black Friday is, and you know, it's so great

528
00:24:29,880 --> 00:24:32,439
Speaker 1: for businesses making seventy percent of their revenue in that time.

529
00:24:33,280 --> 00:24:36,760
Speaker 1: It's ruined Boxing Day. Yeah, and that's right.

530
00:24:36,840 --> 00:24:41,280
Speaker 2: So knowing what we know about us not celebrating Boxing Day,

531
00:24:41,920 --> 00:24:45,879
Speaker 2: that we're just following in their footsteps. So turning into

532
00:24:46,000 --> 00:24:49,360
Speaker 2: like an American economy where we're putting everything.

533
00:24:49,000 --> 00:24:49,639
Speaker 1: On Black Friday.

534
00:24:49,680 --> 00:24:53,040
Speaker 2: I wonder for fate, though, could you turn that Black

535
00:24:53,080 --> 00:24:57,560
Speaker 2: Friday period like almost into I don't know your Boxing Day,

536
00:24:57,680 --> 00:25:00,919
Speaker 2: like it is Boxing Day that dant to you.

537
00:25:01,640 --> 00:25:05,199
Speaker 1: Not anymore because of Black Friday. But again, we have

538
00:25:05,280 --> 00:25:08,320
Speaker 1: stores that are open on Boxing Day, so we have

539
00:25:08,400 --> 00:25:10,760
Speaker 1: to do a Boxing Day sale kind of thing, and

540
00:25:10,800 --> 00:25:13,440
Speaker 1: like our communities still get excited about it and come in,

541
00:25:13,840 --> 00:25:16,280
Speaker 1: but with like our two Westfield stores and the late

542
00:25:16,359 --> 00:25:19,639
Speaker 1: night trades that they do. Like I remember so the

543
00:25:19,680 --> 00:25:22,160
Speaker 1: first year that we had our Westfield Miranda store, because

544
00:25:22,160 --> 00:25:23,760
Speaker 1: it was our first Westfield store, So when you have

545
00:25:23,760 --> 00:25:26,720
Speaker 1: a Westfield store, technically you have to stay open within

546
00:25:26,760 --> 00:25:28,840
Speaker 1: their trading hours, and I think it was till ten

547
00:25:28,880 --> 00:25:31,920
Speaker 1: o'clock at night, like the latest that Westfield Miranda was

548
00:25:32,000 --> 00:25:35,160
Speaker 1: opening throughout that like Christmas period, and I remember our

549
00:25:35,200 --> 00:25:38,119
Speaker 1: team were standing in the store eight o'clock on like

550
00:25:38,160 --> 00:25:40,480
Speaker 1: a you know, Friday night and it was eight and

551
00:25:40,480 --> 00:25:42,080
Speaker 1: they had to be open. Duill ten, They're like, no,

552
00:25:42,200 --> 00:25:45,320
Speaker 1: the center is a ghost town, like you know, so

553
00:25:46,080 --> 00:25:49,120
Speaker 1: it's just a shame. Yeah, it's not the same, and

554
00:25:49,320 --> 00:25:52,240
Speaker 1: like quietly we just go just fucking shut girls, Like

555
00:25:52,280 --> 00:25:54,719
Speaker 1: there is no point in having your staff standing around

556
00:25:55,480 --> 00:25:58,200
Speaker 1: when the center is a ghost town. And I think

557
00:25:58,280 --> 00:26:00,919
Speaker 1: also like online shopping has a lot to play in

558
00:26:01,000 --> 00:26:03,080
Speaker 1: that as well. When we were kids, we'd be so

559
00:26:03,160 --> 00:26:04,800
Speaker 1: excited to go to the shops at eight o'clock at

560
00:26:04,880 --> 00:26:07,320
Speaker 1: night because like you could go out and it was exciting.

561
00:26:07,840 --> 00:26:10,040
Speaker 1: Now we can lay in bed and shop the sale

562
00:26:10,240 --> 00:26:10,760
Speaker 1: from our.

563
00:26:10,640 --> 00:26:13,639
Speaker 2: Bed, don't you make it an experience, like actually have

564
00:26:13,720 --> 00:26:16,720
Speaker 2: like sleepover stuff in set up in store and stuff

565
00:26:16,720 --> 00:26:18,720
Speaker 2: and customers can coll We've thought of all.

566
00:26:18,600 --> 00:26:21,520
Speaker 1: Of these things, like ways to incentivize people to come

567
00:26:21,600 --> 00:26:24,960
Speaker 1: in like right up until you know, whatever time it

568
00:26:25,000 --> 00:26:26,680
Speaker 1: is that we're open kind of thing. And every year

569
00:26:26,680 --> 00:26:28,600
Speaker 1: were like, Okay, next year, we'll do that. But I

570
00:26:28,640 --> 00:26:30,679
Speaker 1: think one of the hardest things about being in business

571
00:26:30,680 --> 00:26:32,600
Speaker 1: is you've got a hundred things going on it every

572
00:26:32,600 --> 00:26:35,720
Speaker 1: single fucking time that no one even just has the

573
00:26:35,840 --> 00:26:39,040
Speaker 1: time to think about, Okay, what activation are we going

574
00:26:39,080 --> 00:26:42,240
Speaker 1: to do in our stores at nine pm? Five stores? Yeah,

575
00:26:42,280 --> 00:26:45,280
Speaker 1: it's a lot. It's a lot. And also is it

576
00:26:45,320 --> 00:26:48,560
Speaker 1: worth it? Yeah? It takes an army to orchestrate something

577
00:26:48,640 --> 00:26:52,679
Speaker 1: in a store. And who knows, maybe next year around

578
00:26:52,680 --> 00:26:56,080
Speaker 1: Black Friday we can like, let's say, after this Black Friday,

579
00:26:56,119 --> 00:26:58,440
Speaker 1: we will spend the next twelve months preparing and maybe

580
00:26:58,440 --> 00:27:01,320
Speaker 1: we will do multiple days of offers and this, that

581
00:27:01,359 --> 00:27:04,040
Speaker 1: and the other. But it is like it would take

582
00:27:04,080 --> 00:27:06,560
Speaker 1: a year to plan, like what that's going to look

583
00:27:06,600 --> 00:27:11,560
Speaker 1: like in our retail stores.

584
00:27:12,119 --> 00:27:13,879
Speaker 2: So I have a question for you because this is

585
00:27:13,920 --> 00:27:16,280
Speaker 2: something that I had noted down when I knew we

586
00:27:16,280 --> 00:27:18,720
Speaker 2: were going to talk about Black Friday. And that is

587
00:27:18,800 --> 00:27:22,480
Speaker 2: something that I would suggest people do, is reward their

588
00:27:22,520 --> 00:27:26,959
Speaker 2: loyal customers and not only the general public and not

589
00:27:27,000 --> 00:27:29,920
Speaker 2: treat everyone the same. Is that something that you're doing

590
00:27:29,960 --> 00:27:32,040
Speaker 2: because I know you're running a Black Friday sale on

591
00:27:32,080 --> 00:27:36,560
Speaker 2: the one day, are you allowing your loyal customers early

592
00:27:36,640 --> 00:27:38,360
Speaker 2: access or giving them a bigger discount?

593
00:27:38,440 --> 00:27:41,440
Speaker 1: Like how are you treating them? Yeah? So I love

594
00:27:41,480 --> 00:27:43,800
Speaker 1: that we're talking about this before the Black Friday sale

595
00:27:43,840 --> 00:27:46,280
Speaker 1: is even happening, So any fake customers listening to this episode,

596
00:27:46,280 --> 00:27:48,160
Speaker 1: A're going to kind of know the tea. So we've

597
00:27:48,160 --> 00:27:50,679
Speaker 1: decided for Black Friday, we are obviously just doing the

598
00:27:50,720 --> 00:27:55,160
Speaker 1: one day sale on the Friday before Black Friday. Everyone

599
00:27:55,280 --> 00:27:57,920
Speaker 1: marking this in their calendars now listening to this episode.

600
00:27:58,240 --> 00:27:59,879
Speaker 1: And the other hard thing we're doing that as well,

601
00:28:00,119 --> 00:28:02,200
Speaker 1: like going back to the whole retail thing, is we're

602
00:28:02,200 --> 00:28:04,520
Speaker 1: doing that a week before, which means the week after

603
00:28:04,600 --> 00:28:07,080
Speaker 1: when it is Black Friday. Technically our store is going

604
00:28:07,119 --> 00:28:09,880
Speaker 1: to be quiet because there's no sale happening in store,

605
00:28:09,920 --> 00:28:12,280
Speaker 1: but there is with all the other surrounding retailers. That's

606
00:28:12,320 --> 00:28:15,280
Speaker 1: just a part of committing to being in store. So

607
00:28:15,320 --> 00:28:18,639
Speaker 1: we've decided it's just like a fixed amount off for

608
00:28:18,720 --> 00:28:21,320
Speaker 1: the one day only online and in all five of

609
00:28:21,320 --> 00:28:25,040
Speaker 1: our stores. But I'm thinking what I will do the

610
00:28:25,160 --> 00:28:28,000
Speaker 1: night before and this isn't set in stone, but it

611
00:28:28,080 --> 00:28:30,760
Speaker 1: probably will happen because it's easy for us to orchestrate

612
00:28:31,400 --> 00:28:35,240
Speaker 1: is we have our Fate Society Facebook group, which we

613
00:28:35,359 --> 00:28:38,040
Speaker 1: encourage everyone to join. That's where everyone stays in the

614
00:28:38,040 --> 00:28:40,760
Speaker 1: loop with us every single day, and we're thinking, like

615
00:28:41,000 --> 00:28:44,400
Speaker 1: the night before that that Friday maybe on the Thursday night,

616
00:28:44,720 --> 00:28:48,720
Speaker 1: we will do like a different code that gets them

617
00:28:48,800 --> 00:28:51,520
Speaker 1: even more off if they choose to shop the night before.

618
00:28:52,000 --> 00:28:54,520
Speaker 1: But even then, like, I want to do that, and

619
00:28:54,560 --> 00:28:57,920
Speaker 1: we will most likely do that. But then because we

620
00:28:58,000 --> 00:29:00,920
Speaker 1: have stores, I then know the stores be quieter the

621
00:29:00,960 --> 00:29:04,240
Speaker 1: next day because they shopped the better deal online the

622
00:29:04,320 --> 00:29:06,320
Speaker 1: night before. And then our store teams go, oh, it

623
00:29:06,360 --> 00:29:08,680
Speaker 1: wasn't that busy today. It wasn't as busy as we thought.

624
00:29:08,720 --> 00:29:10,760
Speaker 1: And then I'm always like, sorry, girls, it's because we

625
00:29:10,840 --> 00:29:13,400
Speaker 1: did this special deal in fate Society the night before.

626
00:29:13,840 --> 00:29:16,840
Speaker 1: Like it's nothing to be disappointed about. It's just you know,

627
00:29:16,880 --> 00:29:18,760
Speaker 1: they got an extra ten percent off if they shop

628
00:29:18,760 --> 00:29:19,280
Speaker 1: the night before.

629
00:29:19,400 --> 00:29:21,960
Speaker 2: I feel like maybe not offering it to the Facebook group.

630
00:29:22,200 --> 00:29:26,280
Speaker 2: But say, for example, you segment out some people who

631
00:29:26,320 --> 00:29:29,120
Speaker 2: maybe have purchased from you ten times many times, Yeah,

632
00:29:29,120 --> 00:29:32,600
Speaker 2: and you individually email those people and say this is

633
00:29:32,640 --> 00:29:35,240
Speaker 2: your code, and so they may never have gone into

634
00:29:35,320 --> 00:29:36,480
Speaker 2: a store, but they.

635
00:29:36,360 --> 00:29:38,240
Speaker 1: Have shopped with you ten times a morning. Maybe say

636
00:29:38,320 --> 00:29:40,400
Speaker 1: we'll do it to like an email segment instead of

637
00:29:40,440 --> 00:29:42,960
Speaker 1: the whole Facebook group. I actually think that would be amazing.

638
00:29:43,040 --> 00:29:44,920
Speaker 1: And some brands in America what they do.

639
00:29:45,000 --> 00:29:46,920
Speaker 2: And this is a little bit dodgy, so don't do it.

640
00:29:46,960 --> 00:29:47,760
Speaker 2: Don't take my advice.

641
00:29:47,840 --> 00:29:49,959
Speaker 1: But it's really interesting the way they do it.

642
00:29:50,280 --> 00:29:52,480
Speaker 2: They segment out their loyal audiences and then they send

643
00:29:52,520 --> 00:29:56,000
Speaker 2: them a calendar request, so it's in their calendar and

644
00:29:56,000 --> 00:29:58,200
Speaker 2: you Google it's twenty percent off just for you. It's

645
00:29:58,200 --> 00:30:00,680
Speaker 2: in their Google calendar. It reminds them and as.

646
00:30:00,560 --> 00:30:01,640
Speaker 1: A psycho qualification.

647
00:30:02,320 --> 00:30:04,840
Speaker 2: I don't know if that's even allowed or if that's

648
00:30:04,840 --> 00:30:06,360
Speaker 2: ethical or whatever, but I just thought it was a

649
00:30:06,360 --> 00:30:09,160
Speaker 2: really interesting way to get your loyal customers to remember

650
00:30:09,240 --> 00:30:09,680
Speaker 2: to come.

651
00:30:09,520 --> 00:30:12,560
Speaker 1: Back and purchase from you. Absolutely I love that. Yeah,

652
00:30:12,640 --> 00:30:14,000
Speaker 1: go do it. No, don't do it.

653
00:30:15,920 --> 00:30:18,520
Speaker 2: I do have like a few more actionable tips that

654
00:30:18,520 --> 00:30:19,840
Speaker 2: I think everyone should know.

655
00:30:20,560 --> 00:30:22,640
Speaker 1: So these are email tips.

656
00:30:22,640 --> 00:30:25,120
Speaker 2: And I actually got this data from this report that

657
00:30:25,200 --> 00:30:26,080
Speaker 2: was done by Omnisent.

658
00:30:26,080 --> 00:30:28,120
Speaker 1: I'm a nerd, I get it. Like I was. I

659
00:30:28,200 --> 00:30:29,400
Speaker 1: read about this stuff all the time.

660
00:30:29,440 --> 00:30:31,000
Speaker 2: But these are the things that I pulled out, which

661
00:30:31,040 --> 00:30:33,800
Speaker 2: I think small business owners need to know. So when

662
00:30:33,800 --> 00:30:37,360
Speaker 2: you are sending out any Black Friday emails. This sounds

663
00:30:37,400 --> 00:30:41,560
Speaker 2: so obvious, but in the subject line, don't try to

664
00:30:41,600 --> 00:30:44,840
Speaker 2: be clever, just write make sure the words Black Friday

665
00:30:44,920 --> 00:30:48,560
Speaker 2: are mentioned in there, and also the specific discount or

666
00:30:48,560 --> 00:30:50,600
Speaker 2: the specific offer that you've got it has to be

667
00:30:50,680 --> 00:30:53,160
Speaker 2: in the subject line. And this is a really weird

668
00:30:53,200 --> 00:30:56,200
Speaker 2: fact from twenty twenty three and twenty twenty two. Okay,

669
00:30:56,560 --> 00:31:00,560
Speaker 2: emails offering discounts between ten to twenty four five percent

670
00:31:00,920 --> 00:31:04,200
Speaker 2: see higher click through rates than ones offering between fifty

671
00:31:04,240 --> 00:31:05,440
Speaker 2: and fifty five percent.

672
00:31:05,680 --> 00:31:07,800
Speaker 1: Why do people think it's a scam? I don't know.

673
00:31:07,960 --> 00:31:11,440
Speaker 1: I think people would see fifty percent off and then

674
00:31:11,480 --> 00:31:12,840
Speaker 1: they're going to go, well, that's only going to be

675
00:31:13,080 --> 00:31:14,920
Speaker 1: so many items. It's going to be I'm going to

676
00:31:14,960 --> 00:31:16,480
Speaker 1: go on the website and some are going to be

677
00:31:16,480 --> 00:31:18,040
Speaker 1: tense and they're going to be sold out because it

678
00:31:18,120 --> 00:31:19,160
Speaker 1: was too big of a discount.

679
00:31:19,360 --> 00:31:19,479
Speaker 2: Go.

680
00:31:19,520 --> 00:31:21,400
Speaker 1: That's the interestingly interesting.

681
00:31:21,880 --> 00:31:24,600
Speaker 2: Also, the more the texts, the lower the click through rates.

682
00:31:24,600 --> 00:31:27,920
Speaker 2: So really have bold, simple images that just tell people

683
00:31:28,240 --> 00:31:30,600
Speaker 2: this is the discount, this is what you get. It

684
00:31:30,640 --> 00:31:34,120
Speaker 2: applies to everything or these collections whatever, and no other

685
00:31:34,200 --> 00:31:38,560
Speaker 2: creative button except for shop now. That is really important and.

686
00:31:38,560 --> 00:31:41,760
Speaker 1: So something to add to that as well. In my experience,

687
00:31:41,800 --> 00:31:43,320
Speaker 1: for all of you with a business out there, and

688
00:31:43,360 --> 00:31:46,280
Speaker 1: if you do email marketing, which, by the way, what's

689
00:31:46,320 --> 00:31:49,480
Speaker 1: really interesting is consumers don't realize how much revenue you

690
00:31:49,520 --> 00:31:52,600
Speaker 1: bring in through your email marketing. Even though you'll hate emails,

691
00:31:52,680 --> 00:31:55,600
Speaker 1: it's actually such a vital part of business still in

692
00:31:55,640 --> 00:31:58,280
Speaker 1: twenty twenty four. And if I could give one piece

693
00:31:58,280 --> 00:32:01,160
Speaker 1: of advice for when it comes to sending an email.

694
00:32:01,400 --> 00:32:03,240
Speaker 1: So you're doing a Black Friday twenty percent off for

695
00:32:03,320 --> 00:32:07,160
Speaker 1: one day only, I agree with Anita that just simple

696
00:32:07,240 --> 00:32:10,640
Speaker 1: emails is the way to go. You want those email

697
00:32:10,680 --> 00:32:13,920
Speaker 1: subscribers to open your email and just without even scrolling,

698
00:32:13,960 --> 00:32:17,240
Speaker 1: they can see twenty percent off today only shop now

699
00:32:17,840 --> 00:32:20,320
Speaker 1: just text like, make it in canvas, make it so simple.

700
00:32:20,720 --> 00:32:24,040
Speaker 1: But in my experience and what I'll probably do again

701
00:32:24,320 --> 00:32:29,400
Speaker 1: for Black Friday is text only. You text only emails.

702
00:32:29,480 --> 00:32:32,640
Speaker 1: So for example, we use Klavio, Clavio, however you want

703
00:32:32,640 --> 00:32:35,480
Speaker 1: to say it for our email marketing, and when you

704
00:32:35,520 --> 00:32:38,040
Speaker 1: could do in any like mail Chimp, whatever you're using.

705
00:32:38,800 --> 00:32:42,600
Speaker 1: Instead of doing a image based email that you send

706
00:32:42,600 --> 00:32:45,880
Speaker 1: out like a newsletter, switch to text only and then

707
00:32:45,920 --> 00:32:49,680
Speaker 1: it will open up like a regular email and you

708
00:32:49,720 --> 00:32:52,440
Speaker 1: will just type it out. So that's what we do

709
00:32:52,520 --> 00:32:56,440
Speaker 1: for our sales period. And what's really clever is it

710
00:32:56,480 --> 00:32:59,040
Speaker 1: looks like you've written it yourself. And so for our

711
00:32:59,120 --> 00:33:01,520
Speaker 1: Black Friday sales, for example, I'm going to do that

712
00:33:01,640 --> 00:33:04,440
Speaker 1: interesting for our main email, and it's just going to

713
00:33:04,480 --> 00:33:06,400
Speaker 1: say hey, and then you can put the customer's name.

714
00:33:06,440 --> 00:33:09,800
Speaker 1: It will have their name, no matter who they are. So, Hey, Anita,

715
00:33:10,400 --> 00:33:12,240
Speaker 1: I just wanted to drop into your inbox to let

716
00:33:12,240 --> 00:33:14,560
Speaker 1: you know that today only, we're doing twenty percent off

717
00:33:14,560 --> 00:33:17,239
Speaker 1: everything at Fate online and in store. And then you know,

718
00:33:17,320 --> 00:33:19,440
Speaker 1: I'll always add personal things in there. Like I know,

719
00:33:19,480 --> 00:33:22,520
Speaker 1: your inbox is probably absolutely swamped already with so many

720
00:33:22,560 --> 00:33:26,720
Speaker 1: other brands. It's not often that we participate in sales periods,

721
00:33:26,800 --> 00:33:29,280
Speaker 1: so be sure to take up this offer while it lasts.

722
00:33:29,280 --> 00:33:30,840
Speaker 1: It's one day only kind of thing. And then all

723
00:33:30,840 --> 00:33:33,920
Speaker 1: you want to do in that email is just link

724
00:33:34,080 --> 00:33:36,800
Speaker 1: some of the words that you have written. So make

725
00:33:36,840 --> 00:33:39,120
Speaker 1: sure that there's links in there. Don't just make it

726
00:33:39,160 --> 00:33:42,000
Speaker 1: a text email, a link to a product or a collection. Yeah,

727
00:33:42,000 --> 00:33:44,800
Speaker 1: So then like I'll where I've written we are having

728
00:33:44,800 --> 00:33:47,280
Speaker 1: twenty percent off for one day only, I'll highlight that

729
00:33:47,400 --> 00:33:50,480
Speaker 1: and link that to our new arrivals page where all

730
00:33:50,520 --> 00:33:53,400
Speaker 1: of the signage is you know, so I'll just put

731
00:33:53,440 --> 00:33:56,000
Speaker 1: a few clever links. I might even write if there

732
00:33:56,040 --> 00:33:57,840
Speaker 1: was one item I would get in the sale, it's

733
00:33:57,880 --> 00:34:00,800
Speaker 1: our billy jeans. And then I've highlighted that Billy jeans

734
00:34:00,840 --> 00:34:02,880
Speaker 1: with the link straight to the Billy jeans, and then

735
00:34:02,920 --> 00:34:05,160
Speaker 1: just pop your website at the bottom and I just

736
00:34:05,200 --> 00:34:07,920
Speaker 1: sign off like, happy shopping, see you in store if

737
00:34:07,920 --> 00:34:11,560
Speaker 1: you're popping in. Lots of love Britney www dot fathlabel

738
00:34:11,560 --> 00:34:14,239
Speaker 1: dot com at the bottom linked And that's what we

739
00:34:14,320 --> 00:34:15,200
Speaker 1: do for our email.

740
00:34:15,320 --> 00:34:17,359
Speaker 2: So it cuts through the noise but also tells all

741
00:34:17,360 --> 00:34:20,440
Speaker 2: the email providers that it's actually not an ad. Yes,

742
00:34:20,560 --> 00:34:22,839
Speaker 2: so it goes into the inbox, not their promotions tab

743
00:34:22,840 --> 00:34:24,360
Speaker 2: tooo Yes, it's super clever.

744
00:34:24,520 --> 00:34:28,240
Speaker 1: And then I set the sender name as Britney Saunders

745
00:34:28,560 --> 00:34:31,520
Speaker 1: from Fate, so instead of learning in their inbox and

746
00:34:31,560 --> 00:34:34,280
Speaker 1: it says Fate, the label is the sender, it says Brittney,

747
00:34:34,760 --> 00:34:37,160
Speaker 1: So like, oh my god, Britney's emailed me and they

748
00:34:37,200 --> 00:34:40,200
Speaker 1: click in it. It's very clever, very sneaky, and you

749
00:34:40,280 --> 00:34:42,040
Speaker 1: know it's awesome because you have for it in it.

750
00:34:42,280 --> 00:34:45,319
Speaker 1: Yeah I have. So that's my tip and way back

751
00:34:45,320 --> 00:34:47,160
Speaker 1: to your tips and eater. Yeah, well that was it.

752
00:34:47,200 --> 00:34:48,440
Speaker 1: They were all my email ones.

753
00:34:48,440 --> 00:34:50,520
Speaker 2: But I do think we should summarize and just tell

754
00:34:50,560 --> 00:34:52,399
Speaker 2: people what they need to know and what they need

755
00:34:52,440 --> 00:34:54,719
Speaker 2: to do in and just interrupt me when you need to.

756
00:34:54,719 --> 00:34:56,600
Speaker 2: But these are what I These are the things I

757
00:34:56,600 --> 00:34:59,600
Speaker 2: think they needs to do. Okay, the dates first, just

758
00:34:59,600 --> 00:35:00,799
Speaker 2: get but clear.

759
00:35:00,600 --> 00:35:01,200
Speaker 1: On the dates.

760
00:35:01,239 --> 00:35:04,839
Speaker 2: So twenty ninth to the second of December those that's

761
00:35:04,920 --> 00:35:07,879
Speaker 2: technically Black Friday to Cyber Monday. You could go one

762
00:35:07,920 --> 00:35:10,080
Speaker 2: week or two weeks early. So pick a date and

763
00:35:10,160 --> 00:35:13,120
Speaker 2: you work backwards from there. Then I want you to

764
00:35:13,160 --> 00:35:16,319
Speaker 2: pick an offer, just one simple offer. It could just

765
00:35:16,360 --> 00:35:19,399
Speaker 2: be sightwide or a tiered discount, free gift, whatever. Then

766
00:35:19,440 --> 00:35:21,160
Speaker 2: I want you to pick how are you going to

767
00:35:21,239 --> 00:35:23,319
Speaker 2: make people aware of this? Is it going to be

768
00:35:23,440 --> 00:35:25,560
Speaker 2: through ads? Is it going to be through emails? Is

769
00:35:25,600 --> 00:35:28,200
Speaker 2: it just on the website? Is it only content? Like

770
00:35:28,239 --> 00:35:29,520
Speaker 2: are you going to do Google ads? Are you going

771
00:35:29,560 --> 00:35:32,080
Speaker 2: to do Facebook? Pick a couple that you know really

772
00:35:32,120 --> 00:35:34,319
Speaker 2: work for your brand and make sure that they are

773
00:35:34,440 --> 00:35:37,520
Speaker 2: completely done with the Black Friday merchandising and have them

774
00:35:37,560 --> 00:35:40,319
Speaker 2: ready to go. Like for example, with emails, make sure

775
00:35:40,320 --> 00:35:43,040
Speaker 2: you've written up those emails beforehand, so you're not struggling

776
00:35:43,120 --> 00:35:45,160
Speaker 2: on at the time, just being like what do I do?

777
00:35:45,160 --> 00:35:45,560
Speaker 1: What do I do?

778
00:35:45,600 --> 00:35:47,640
Speaker 2: What emails do I and have them written up now,

779
00:35:47,680 --> 00:35:49,600
Speaker 2: like now is a really good time to have that ready.

780
00:35:50,120 --> 00:35:52,760
Speaker 2: And also with your Facebook ads, if you like Facebook

781
00:35:52,760 --> 00:35:55,520
Speaker 2: ads and you use Facebook Ads, set up a new

782
00:35:55,600 --> 00:35:58,480
Speaker 2: advantage plus campaign. Put in all of your ad creatives

783
00:35:58,480 --> 00:36:00,919
Speaker 2: in their simple ads like twenty percent off.

784
00:36:01,000 --> 00:36:03,279
Speaker 1: It's really really basic stuff, right, it doesn't have to

785
00:36:03,280 --> 00:36:05,520
Speaker 1: be basic. Ads always perform the best.

786
00:36:05,560 --> 00:36:08,840
Speaker 2: And I love your ads, like it's just handwritten stuff

787
00:36:08,880 --> 00:36:11,279
Speaker 2: saying this is like the sale. I love that. I

788
00:36:11,320 --> 00:36:13,640
Speaker 2: think it works really well. It cuts through the noise

789
00:36:13,680 --> 00:36:15,440
Speaker 2: as well. So really think about how you want to

790
00:36:15,440 --> 00:36:16,439
Speaker 2: get the offer out there.

791
00:36:16,920 --> 00:36:17,640
Speaker 1: Then I want you.

792
00:36:17,600 --> 00:36:20,920
Speaker 2: To think about are you going to reward your loyal

793
00:36:21,000 --> 00:36:24,120
Speaker 2: customers first? And if so, maybe you go a day

794
00:36:24,160 --> 00:36:26,759
Speaker 2: earlier for them so they either get early access with

795
00:36:26,800 --> 00:36:30,239
Speaker 2: the same code or they just get a bigger discount

796
00:36:30,320 --> 00:36:31,960
Speaker 2: with a different code on that day.

797
00:36:32,200 --> 00:36:32,359
Speaker 1: Yep.

798
00:36:32,480 --> 00:36:35,200
Speaker 2: So just making sure you know that. And then I

799
00:36:35,239 --> 00:36:38,239
Speaker 2: would make sure your website is completely merchandised. And the

800
00:36:38,280 --> 00:36:40,600
Speaker 2: way to do that is create a to do list

801
00:36:40,719 --> 00:36:43,520
Speaker 2: in like even just your notes, you know app on

802
00:36:43,560 --> 00:36:46,200
Speaker 2: your phone being like, Okay, homepage, what do I want

803
00:36:46,239 --> 00:36:46,440
Speaker 2: to do?

804
00:36:46,480 --> 00:36:47,080
Speaker 1: Product page?

805
00:36:47,080 --> 00:36:49,040
Speaker 2: How do I want to let them know collections page?

806
00:36:49,080 --> 00:36:50,680
Speaker 2: And in the cart how do I let them know

807
00:36:50,760 --> 00:36:52,960
Speaker 2: further that there's a sale? So just think about how

808
00:36:53,000 --> 00:36:55,439
Speaker 2: you want to merchandise that, and then I want you

809
00:36:55,880 --> 00:36:59,360
Speaker 2: to map out your content from now, because content is

810
00:36:59,400 --> 00:37:01,560
Speaker 2: the thing where people like, oh my god, I've mapped

811
00:37:01,560 --> 00:37:02,959
Speaker 2: out of them and I've merchandised everything.

812
00:37:02,960 --> 00:37:04,799
Speaker 1: I've run ads. I'm like, oh my god, what do

813
00:37:04,880 --> 00:37:06,600
Speaker 1: I create for content? What are the reels? What are

814
00:37:06,600 --> 00:37:09,439
Speaker 1: the TikTok videos? Think about it now, Just like look

815
00:37:09,440 --> 00:37:12,319
Speaker 1: at your algorithm, see what brands are doing, and save

816
00:37:12,360 --> 00:37:14,360
Speaker 1: the ones that you like, and think I can do

817
00:37:14,440 --> 00:37:16,960
Speaker 1: this too, And if you can film it now and

818
00:37:17,160 --> 00:37:19,480
Speaker 1: edit it so that you can just put ready to go.

819
00:37:20,080 --> 00:37:22,680
Speaker 1: I love that you're putting this so simply because what

820
00:37:22,719 --> 00:37:27,560
Speaker 1: you're explaining now is what all these ads agencies and

821
00:37:27,640 --> 00:37:30,120
Speaker 1: other people are saying, like, you know, it's a make

822
00:37:30,200 --> 00:37:32,120
Speaker 1: up break. You need to have a strategy. But this

823
00:37:32,239 --> 00:37:34,840
Speaker 1: is as simple as it actually is. But I find

824
00:37:34,880 --> 00:37:38,799
Speaker 1: those videos overwhelming where they're like, what's your strategy? That's

825
00:37:38,840 --> 00:37:41,000
Speaker 1: all It is it's just ticking all those boxes that

826
00:37:41,040 --> 00:37:43,520
Speaker 1: you have just gone through so simply, and I think,

827
00:37:43,640 --> 00:37:45,840
Speaker 1: especially if you write it all down and you know

828
00:37:45,920 --> 00:37:48,560
Speaker 1: all the things you have to tick off, anyone can

829
00:37:48,600 --> 00:37:52,960
Speaker 1: achieve being prepared for Black Friday. It's not complicated like

830
00:37:53,040 --> 00:37:54,200
Speaker 1: it seems online.

831
00:37:54,600 --> 00:37:58,400
Speaker 2: Don't be so overwhelmed by the noise that people talk about.

832
00:37:58,840 --> 00:38:01,920
Speaker 2: They love to make noise, especially companies and like coaches

833
00:38:02,000 --> 00:38:04,160
Speaker 2: and mentors and stuff. You know what I feel about

834
00:38:04,160 --> 00:38:06,359
Speaker 2: those people, But yes, a lot of them they love

835
00:38:06,400 --> 00:38:08,479
Speaker 2: to make noise because if they seem if it makes

836
00:38:08,520 --> 00:38:12,239
Speaker 2: it complicated, you feel like you need those people.

837
00:38:11,960 --> 00:38:14,319
Speaker 1: You need to sign up to the ad age. Don't

838
00:38:14,400 --> 00:38:16,440
Speaker 1: I even feel that way though, when I see their

839
00:38:16,520 --> 00:38:18,480
Speaker 1: videos and that this is a make or break. If

840
00:38:18,560 --> 00:38:21,000
Speaker 1: you don't have you set up, your business is going

841
00:38:21,120 --> 00:38:23,319
Speaker 1: under in twenty twenty five because Black Friday is where

842
00:38:23,400 --> 00:38:25,160
Speaker 1: it's at. And I'm like, fuck, do I need to

843
00:38:25,200 --> 00:38:27,680
Speaker 1: sign up to this marketing agency because they're talking a

844
00:38:27,760 --> 00:38:29,960
Speaker 1: language I don't understand and I need to pay them

845
00:38:29,960 --> 00:38:32,000
Speaker 1: for them to tell me. But it's just as simple

846
00:38:32,040 --> 00:38:34,839
Speaker 1: as what you have spelled out. Yeah, And I love

847
00:38:34,880 --> 00:38:37,279
Speaker 1: you for that, and I love you for only doing

848
00:38:37,320 --> 00:38:39,319
Speaker 1: one day and showing people that you don't need to

849
00:38:39,320 --> 00:38:42,440
Speaker 1: make it a month of sales. Like. I love that

850
00:38:42,520 --> 00:38:45,600
Speaker 1: you can actually just rely on consistent sales, have one day,

851
00:38:46,040 --> 00:38:48,520
Speaker 1: reward your customers, and then just go about business as

852
00:38:48,600 --> 00:38:51,520
Speaker 1: usual and look, next year, I might try to expand

853
00:38:51,520 --> 00:38:53,360
Speaker 1: it a little, or we might do something little for

854
00:38:53,400 --> 00:38:56,560
Speaker 1: Cyber Monday, just for online. But I think the reason

855
00:38:56,600 --> 00:38:59,280
Speaker 1: why we've just always kept it so simple is because

856
00:38:59,320 --> 00:39:02,720
Speaker 1: we have retail stores, and that's just like a whole

857
00:39:02,760 --> 00:39:06,200
Speaker 1: other ballpark of orchestrating it to make sure it's even

858
00:39:06,719 --> 00:39:08,960
Speaker 1: online and in stores, because if we don't do the

859
00:39:08,960 --> 00:39:11,560
Speaker 1: same offer, then customers go, well, why can't I do

860
00:39:11,640 --> 00:39:13,960
Speaker 1: it in store? Like you know, it just is it's

861
00:39:14,040 --> 00:39:17,440
Speaker 1: so much work and so complicated. If we did a

862
00:39:17,520 --> 00:39:20,640
Speaker 1: month long sale like period, would we make a shit

863
00:39:20,719 --> 00:39:24,439
Speaker 1: ton more money? Probably, But the way that we've done

864
00:39:24,480 --> 00:39:26,400
Speaker 1: it is always by keeping it simple, and I'm going

865
00:39:26,440 --> 00:39:28,560
Speaker 1: to keep doing it that way for now. You'd make

866
00:39:28,560 --> 00:39:29,040
Speaker 1: a shit.

867
00:39:28,880 --> 00:39:31,360
Speaker 2: Ton of money but less profit, and then your customers

868
00:39:31,440 --> 00:39:33,440
Speaker 2: might want that sale all the time. Yeah, I think

869
00:39:33,480 --> 00:39:35,040
Speaker 2: the way you're doing it is actually.

870
00:39:34,960 --> 00:39:39,040
Speaker 1: Be mindful with your sales business owners, be mindful.

871
00:39:39,160 --> 00:39:41,719
Speaker 2: Before we go, though, Can I just say congratulations on

872
00:39:41,880 --> 00:39:43,960
Speaker 2: being nominated for TikTok Business of the Year.

873
00:39:45,000 --> 00:39:47,360
Speaker 1: So much in there because thanks Anita.

874
00:39:47,400 --> 00:39:49,319
Speaker 2: I want everyone to vote for you, and I didn't

875
00:39:49,360 --> 00:39:50,880
Speaker 2: realize you can vote once a day.

876
00:39:50,920 --> 00:39:54,120
Speaker 1: Once a day from now until November thirteenth. Okay, I

877
00:39:54,200 --> 00:39:56,560
Speaker 1: make the link in my bio, go to the business

878
00:39:56,600 --> 00:39:58,759
Speaker 1: section and then you'll find Fate and you just click vote.

879
00:39:58,760 --> 00:40:00,840
Speaker 1: You just have to be in Australia or New Zealand

880
00:40:00,880 --> 00:40:03,919
Speaker 1: and you have to have TikTok oh easy. Yeah, it's

881
00:40:03,960 --> 00:40:06,120
Speaker 1: literally that. You have to have the app and then

882
00:40:06,120 --> 00:40:08,640
Speaker 1: you just go click, click, click Fate vote and it's

883
00:40:08,680 --> 00:40:10,839
Speaker 1: so easy. Yeah. Yeah, I'm doing it today. I'm doing

884
00:40:10,880 --> 00:40:13,120
Speaker 1: it every day. I'm getting aj to do it every day.

885
00:40:13,520 --> 00:40:15,840
Speaker 1: I'm voting from my account and the Fade account. You

886
00:40:15,960 --> 00:40:20,239
Speaker 1: better win this thing. Okay, Well I'm waiting. Look, I've

887
00:40:20,280 --> 00:40:22,239
Speaker 1: got a lot of thoughts on the TikTok aboard, so

888
00:40:22,239 --> 00:40:24,880
Speaker 1: I might do a little bonus episode soon about my thoughts.

889
00:40:24,880 --> 00:40:27,120
Speaker 1: But yeah, it's pretty cool to be nominated. But it's

890
00:40:27,160 --> 00:40:28,960
Speaker 1: not the be all and end all. It's not. But

891
00:40:29,040 --> 00:40:31,080
Speaker 1: it's so cool and I am really proud of you.

892
00:40:31,160 --> 00:40:34,640
Speaker 1: Thanks Anita. Well, thanks for coming on. Where can everyone

893
00:40:34,680 --> 00:40:35,160
Speaker 1: find you?

894
00:40:35,600 --> 00:40:39,160
Speaker 2: Oh, go to instagram at sell anything online, TikTok at

895
00:40:39,200 --> 00:40:40,040
Speaker 2: sell anything online.

896
00:40:40,120 --> 00:40:42,440
Speaker 1: I also own a company or Hero Packaging. If you

897
00:40:42,440 --> 00:40:45,520
Speaker 1: need any packaging for your business, Anita does everything they

898
00:40:45,640 --> 00:40:51,480
Speaker 1: do like everything, even like custom printed calor co bags

899
00:40:50,600 --> 00:40:55,600
Speaker 1: and tissue paper. Anything you need anything packaging and branding

900
00:40:55,600 --> 00:40:58,560
Speaker 1: and tote bags and everything. Look up Hero Packaging. I'm

901
00:40:58,560 --> 00:41:01,839
Speaker 1: sure I'm sure you've seen Hero Packaging somewhere. I'm sure

902
00:41:01,880 --> 00:41:04,040
Speaker 1: you've bought from a business that came in a Hero

903
00:41:04,160 --> 00:41:08,040
Speaker 1: Packaging parcel. So thank you. Check her out. Thank you

904
00:41:08,120 --> 00:41:09,960
Speaker 1: very much for having me anytime.