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Speaker 1: Surprise everyone, it's producer x here coming to you all

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Speaker 1: with a very special episode today. It's actually one we've

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Speaker 1: already done on a Black Friday. We thought it's six

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Speaker 1: weeks away around abouts until Black Friday happens. And last

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Speaker 1: year we had the amazing Anita on the pod with

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Speaker 1: brit Anita is the founder and CEO of Hero Packaging

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Speaker 1: and she's just all around amazing and just knows absolutely

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Speaker 1: everything about business. So we thought we'd give you a

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Speaker 1: bit of a repeat episode to get all your business

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Speaker 1: owners and entrepreneurs ready for the Black Friday sales. So,

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Speaker 1: without further ado, here is Britt and Anita.

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Speaker 2: Anita, Hello, you are an expert when it comes to

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Speaker 2: all things I feel like business. E commerce adds everything

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Speaker 2: in and out. My first question to you, and something

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Speaker 2: that I would love to know your opinion on, is

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Speaker 2: do you think that all these sales periods that are

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Speaker 2: becoming increasingly popular are in the long run doing great

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Speaker 2: for business or are they damaging small businesses?

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Speaker 3: Such a good question.

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Speaker 4: No, absolutely not, because I think if small businesses are

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Speaker 4: going to do a sale in a sales period, it

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Speaker 4: doesn't ruin the perception of their brand. What ruins their

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Speaker 4: brand is if they do sales all the time and

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Speaker 4: then their audiences expect a sale and all they'll buy

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Speaker 4: is when that brand is on sale.

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Speaker 5: I think that's how I feel as well.

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Speaker 2: And I guess the reason why I asked you this

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Speaker 2: question is because I feel like consumers are turning into

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Speaker 2: having that kind of mindset, especially with Black Friday and

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Speaker 2: the rise of how popular it's become. Like a few

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Speaker 2: years back, Black Friday wasn't a thing in Australia. I

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Speaker 2: think Black Friday has ruined Boxing Day. Boxing Day used

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Speaker 2: to be the sale.

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Speaker 3: Time of the year.

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Speaker 2: Everyone was so excited about Boxing Day. But ever since

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Speaker 2: Black Friday has become so popular, it is so close

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Speaker 2: to Box Day that now I feel like the big

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Speaker 2: sales happen in Black Friday and Boxing Days, just like, yeah,

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Speaker 2: you know, a tiny little sale. I think that the

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Speaker 2: three months, So I think October, November and December is

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Speaker 2: where businesses make seventy percent of their revenue.

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Speaker 3: Did you know that?

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Speaker 5: Yeah, I have heard this.

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Speaker 3: It's wild and.

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Speaker 4: So I think Boxing Day is still a thing. But

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Speaker 4: they've made Black Friday such a big deal because they

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Speaker 4: wanted a bigger amount of time to make more of

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Speaker 4: those dollars. I guess in like a sales period especially,

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Speaker 4: I think it correlates directly with how everything's going after

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Speaker 4: COVID as well, and how sales have kind of dropped

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Speaker 4: off for a lot of brands, and so they want

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Speaker 4: that month long sales period to like boost the brand

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Speaker 4: up again. Whereas Boxing Day is just that one day,

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Speaker 4: and do you remember Boxing Day? It wasn't just like online.

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Speaker 4: You would go in and stand in line at Pitt

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Speaker 4: Street Mall in the city's way like that.

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Speaker 2: We're obviously in retail as well as online, which always

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Speaker 2: actually makes doing sales a lot more tricky for us.

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Speaker 2: So for example, for us, for Fate for Black Friday,

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Speaker 2: we're just doing one day sale because we really yes,

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Speaker 2: because we have the added element of five other retail

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Speaker 2: stores that we also have to orchestrate. So we've found

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Speaker 2: in the past, let's say we've done Black Friday online

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Speaker 2: only and then not in stores because it's just a

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Speaker 2: fuckery to orchestrate. Then customers will complain that it's not

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Speaker 2: also in store, or our store staff will say, oh,

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Speaker 2: it was really dead today because we did the sale

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Speaker 2: online only kind of thing. And I guess it just

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Speaker 2: creeps around on us so quickly every year that we're like,

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Speaker 2: fuck it, just one day only, go big and go

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Speaker 2: hard because I know, like I and we're going to

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Speaker 2: talk about this a lot in today's episode.

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Speaker 5: But you see so many brands like they've.

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Speaker 2: Got a two week strategy of what their Black Friday

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Speaker 2: sale is going to be. For two weeks prior, they

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Speaker 2: hype it all up and get all these email sign ups,

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Speaker 2: and then on Friday it's this. On Saturday, it's by

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Speaker 2: one get one free. On Sunday, it's tiered sale. On Monday,

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Speaker 2: there's a new collect launching, blah blah blah. For us

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Speaker 2: to do that online is a big thing, right for

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Speaker 2: any brand to do something as big as that online

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Speaker 2: is huge. But adding the element of five retail stores

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Speaker 2: and orchestrating that exact same sale, it is so much logistics.

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Speaker 5: So with our sales, we keep it simple.

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Speaker 3: One day only.

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Speaker 4: So are you doing Black Friday the day of Black Friday,

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Speaker 4: that's the sale day, Yes, but we're doing it a

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Speaker 4: week before Black Friday.

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Speaker 5: Gotcha to try and get in before all the other brands.

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Speaker 4: Because other brands are doing they're going earlier and earlier, right,

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Speaker 4: So last year, I remember them saying we're going to

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Speaker 4: go earlier, and that was two weeks before, and this

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Speaker 4: year they're going earlier than that. So I walked into

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Speaker 4: Westfield yesterday and they're like early Black Friday has started,

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Speaker 4: and like JD Sports for example, all of it was discounted.

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Speaker 2: This is all so overwhelming as a business owner. And

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Speaker 2: while I get it, it's great, Like I see business

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Speaker 2: from both standpoints. I see it as a consumer. I

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Speaker 2: love a sale. Everyone loves a fucking sale. I love

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Speaker 2: when I get that email it's like thirty percent off today,

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Speaker 2: only I'm like, fuck, yeah, I love a sale. But

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Speaker 2: I just think all of this Black Friday stuff and

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Speaker 2: Cyber Monday and Black Friday Long weekend, but now brand's

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Speaker 2: doing it two weeks prior and for the whole month, Like,

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Speaker 2: it is so overwhelming for businesses to know what to do.

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Speaker 3: It is.

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Speaker 4: It's one of those things where you look around and

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Speaker 4: you're like, should I be doing that too? Yeah, And

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Speaker 4: then you get confused because as a small business, you

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Speaker 4: don't actually have the margins and you don't have that

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Speaker 4: level of expertise to be able to pull off a

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Speaker 4: sale three four weeks early and then maintain sales periods,

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Speaker 4: and then what if sales drop after the sale?

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Speaker 3: What do you do?

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Speaker 2: And it just becomes too much. I even find it overwhelming.

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Speaker 2: And we've always been really simple with our sales at Fate.

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Speaker 2: We generally just do one day only. Sometimes we've done

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Speaker 2: like three day sales kind of thing, but these days

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Speaker 2: it's just one day only, and it makes it so easy.

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Speaker 2: It's online and instore, one day only. That's your opportunity

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Speaker 2: kind of thing.

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Speaker 4: Do you feel like your sales though, for the month

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Speaker 4: of October for example, at November before for you do

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Speaker 4: that one day sale, they kind of drop off a

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Speaker 4: little bit, absolutely expecting that.

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Speaker 2: Yeah, And that's the other thing that's so hard as well,

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Speaker 2: is like you want to be able to sustain your business,

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Speaker 2: and like I feel like as exciting as Black Friday is,

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Speaker 2: and I know everyone loves a sale because of Black Friday,

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Speaker 2: we as businesses watch our sales figures drop drastically in

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Speaker 2: the lead up because people are waiting, and then it

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Speaker 2: just makes you have that freak out as a business

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Speaker 2: owner of oh my god, sales are low like October

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Speaker 2: has been low for us, yes, and it makes you

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Speaker 2: freak out and I'm sure it makes a lot of them.

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Speaker 5: That's why they go early, because they just.

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Speaker 3: Want to make that revenue.

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Speaker 2: Yeah, it's scary, and yeah it's so tricky, like sales

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Speaker 2: periods because they're exciting, and like you said, businesses can

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Speaker 2: make seventy percent of their revenue in a sale period.

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Speaker 2: But then are we beginning to rely on sales periods

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Speaker 2: to make our money when.

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Speaker 5: You have dropped your prices by thirty percent.

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Speaker 2: I don't know what other businesses do, but like losing

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Speaker 2: thirty percent of your profit, mugin is hurtful. It is,

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Speaker 2: And I think people are so dependent on getting so

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Speaker 2: many more sales and they're like, wow, I've grown as

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Speaker 2: a business, but actually you look at the cash in

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Speaker 2: your bank and it's not there because you've done or

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Speaker 2: you've done forty percent off.

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Speaker 5: Yeah, it's just overwhelming.

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Speaker 2: And I think I've been seeing a lot of videos

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Speaker 2: recently pop up on my Instagram and my TikTok from

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Speaker 2: like business coaches and ad experts and stuff, and these

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Speaker 2: people are saying stuff that I'm like, I have no

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Speaker 2: idea what you're talking about. And I'm the owner of

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Speaker 2: Fate the label, and these people are going if you

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Speaker 2: don't do Black Friday, right, you may as well throw

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Speaker 2: your business in the bin.

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Speaker 4: And they're like, segment this and target this, and then

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Speaker 4: the niche audience and the ab testing.

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Speaker 5: And you're like, what the actual hell.

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Speaker 3: Am I doing? Like it's so confusing.

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Speaker 2: I feel that way, like we are so simple with

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Speaker 2: our Black Friday sale.

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Speaker 5: We will pick what our sale is going to be

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Speaker 5: for the one day.

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Speaker 2: We will send out emails to our you know, engaged audiences,

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Speaker 2: to our newsletter.

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Speaker 5: I'll run some ads.

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Speaker 2: I might do an advantage plus campaign and maybe a

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Speaker 2: middle of final campaign and that's it. Do you think,

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Speaker 2: and this is a question I think everyone will probably

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Speaker 2: want to know, do you think that you have it

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Speaker 2: easier because you've got an audience that you can talk

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Speaker 2: to about and you can do a one day sale.

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Speaker 2: But do small businesses can they also do what you're doing?

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Speaker 2: Or do you think that they need to do that

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Speaker 2: two weeks of sales to make up for that low October?

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Speaker 5: I have really no fucking idea.

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Speaker 2: Like that's a good question, because I guess I've never

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Speaker 2: been in a position where I've thought, well, we better

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Speaker 2: do a two week sale and have a different off

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Speaker 2: every day. And I've seen businesses do that, like last year,

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Speaker 2: for example, the Lalla By club girls who I'm friends with,

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Speaker 2: Like one day they did every order gets a free tumbler.

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Speaker 2: Day two, you get a free tote, Day three, you

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Speaker 2: get thirty percent off, day four you get like and

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Speaker 2: they had different offers.

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Speaker 5: Then they dropped a new collection in the middle of it.

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Speaker 2: And I see so many brands doing that, but I

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Speaker 2: don't know, We've just never gone there as.

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Speaker 5: A business, Like I've never tried.

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Speaker 2: And every year I see all these brands doing so

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Speaker 2: much extravagant stuff that I'm like, oh, fuck, maybe next

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Speaker 2: year we need to do something like that. Like it

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Speaker 2: makes me feel like we're not doing enough.

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Speaker 4: No, because those brands, like we said, are making the

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Speaker 4: majority of their revenue in that sales period, so they've

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Speaker 4: spent the entire year rapping out the day in and

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Speaker 4: day out, like what's happening on every single day, so

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Speaker 4: that they're maximizing revenue for that period. Because for you,

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Speaker 4: what happens to you is you have a more stabilized

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Speaker 4: revenue and so for that period, it's great, Yeah, you

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Speaker 4: get a boost in revenue on that one day, but

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Speaker 4: you don't need it you could actually face the label

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Speaker 4: could exist and could survive and thrive and grow without

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Speaker 4: even that one day of sales. A lot of these

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Speaker 4: businesses actually need the October November December sales period to

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Speaker 4: have a business.

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Speaker 3: I actually think what you should do is do the.

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Speaker 4: One day of sales and then you know for December

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Speaker 4: when sales days of twelve days, and.

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Speaker 3: It doesn't have to be a discount. It could be

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Speaker 3: like little gifts.

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Speaker 4: Yeah, it could be like Brittany will make a surprise

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Speaker 4: video for whatever. You know, it could be anything, but

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Speaker 4: it's just something to surprise and delight people after the

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Speaker 4: sales period.

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Speaker 2: I think another thing that we do as well, like

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Speaker 2: around November and December and in between that Black Friday

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Speaker 2: and Christmas. Like so there's like a month when Black

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Speaker 2: Friday ends and before Christmas.

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Speaker 5: We always come out with really good collections in that time.

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Speaker 2: Yes, so we've got like red things launching in between

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Speaker 2: the end of November and Christmas, so people will be

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Speaker 2: like I need.

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Speaker 5: That outfit for Christmas Day.

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Speaker 2: Yes, you know, so we I guess try to do

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Speaker 2: exciting things in that time as well, because I know

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Speaker 2: a lot of businesses will drop off in early December

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Speaker 2: because everyone's just waiting for Boxing Day.

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Speaker 4: The scary part of that though, is managing the Australia

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Speaker 4: post cutoff dates. Yes, and I think you know, say,

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Speaker 4: for example, it's like the seventeenth of December and you

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Speaker 4: launch it on like the first week of December, It's

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Speaker 4: like they've got a week to purchase. Its managing that

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Speaker 4: can be quite difficult. To such a good idea to

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Speaker 4: launch something after a sales period because everyone wants to

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Speaker 4: be excited. People are still spending a lot of so

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Speaker 4: to drop like a Christmas limited edition item, it's such

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Speaker 4: a good idea.

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Speaker 2: My next question for you is, let's say someone is listening,

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Speaker 2: they're in business, and they're overwhelmed by Black Friday sales.

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Speaker 5: They're seeing all these videos that I'm seeing of all.

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Speaker 2: These people saying if you don't have a strategy locked

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Speaker 2: in place, you may as well through your business in

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Speaker 2: the bin. Black Friday will make or break your business

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Speaker 2: if you could. I think one thing that you're really

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Speaker 2: good at is just putting things simply. Just say you're

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Speaker 2: brand new to business, you've never really done a Black

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Speaker 2: Friday sale before. You don't know what you're supposed to do.

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Speaker 2: What would be the most simplest advice that you could

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Speaker 2: give to people who are feeling overwhelmed when it comes

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Speaker 2: to a strategy for Black Friday.

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Speaker 3: Okay, it starts with the date of Black Friday.

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Speaker 4: So that's the twenty ninth of November this year, and

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Speaker 4: Cyber Monday is I think the second of December, so

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Speaker 4: that weekend is the sales period. So the simplest thing

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Speaker 4: is to think about the dates and work backwards. So go, okay,

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Speaker 4: I've got the twenty ninth of November as my benchmark.

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Speaker 4: Now I need to think about what offer do I

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Speaker 4: want to have? Like, do I want to have every

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Speaker 4: single day something new?

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Speaker 1: No.

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Speaker 4: If you're a business that has been around for maybe

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Speaker 4: one to two years or less, you don't want to

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Speaker 4: do anything complicated. You stick with one thing that could

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Speaker 4: be like a sit wide discount. It could be a

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Speaker 4: tiered discount, like anything under one hundred dollars you get

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Speaker 4: twenty percent off, anything over one hundred dollars you get

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Speaker 4: thirty percent off.

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Speaker 3: Something like that.

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Speaker 4: You might just have free gift with purchase you could

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Speaker 4: have or free shipping like you could have anything, right,

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Speaker 4: but pick one offer. That's all you need to do.

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Speaker 4: And then you've gone, Okay, twenty ninth of November, I'm

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Speaker 4: going to start my sale. This is the offer. And

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Speaker 4: all I want you to do is like think, Okay,

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Speaker 4: how am I going to make people aware of the offer?

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Speaker 4: So is that going to be through ads? Is it

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Speaker 4: going to be through my emails? Is it going to

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Speaker 4: be through you know?

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Speaker 3: My SEO?

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Speaker 4: And my advice for that is always ads and emails

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Speaker 4: as the best way to go.

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Speaker 3: So if you want to tell people about it, it's like.

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Speaker 4: Content, of course, but then ads and emails that's how

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Speaker 4: you tell.

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Speaker 3: People about it.

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Speaker 5: When they come to your site, it's like okay.

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Speaker 4: Now they're on your website. Do that on every single page?

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Speaker 4: Can they see the sale somewhere? So like on the

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Speaker 4: product page, where can they see that they're getting free shipping?

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Speaker 5: On the homepage? Can they see it on the collections?

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Speaker 4: Making sure you merchandise your website so that everywhere they

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Speaker 4: go they're.

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Speaker 3: Able to see the sale.

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Speaker 2: I think that's really important because you can have like

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Speaker 2: banners on your website homepage and it's all like thirty

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Speaker 2: percent off today, only use this code. But then if

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Speaker 2: they jump off that homepage and they're on a collection,

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Speaker 2: page where they can seal your products, and all of

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Speaker 2: a sudden it's not visible. They can forget and don't

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Speaker 2: forget that when they come from an ad or a

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Speaker 2: piece of content and they click through the link in

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Speaker 2: bio and they come through to a product page and

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Speaker 2: that it's not on the product page, it's going to

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Speaker 2: be a real issue.

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Speaker 3: Because they don't know what to do.

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Speaker 4: They thought there was a sale, but they've come to

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Speaker 4: the product page and there's no sale, or they don't

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Speaker 4: they don't know the code, know the code, and they're

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Speaker 4: going to leave right that bounce rate, and especially in

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Speaker 4: this time, people are so just all over the place.

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Speaker 4: They've got multiple tabs open, they've got their phones going off,

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Speaker 4: they've got multiple flooded yeah, and then like you don't

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Speaker 4: even have the sale displayed.

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Speaker 3: They're out of there.

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Speaker 4: So just make sure that if you're going to have

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Speaker 4: a sale, make sure it's everywhere on your website. You

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Speaker 4: don't to waste the sale. I would say one other

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Speaker 4: thing before you kind of do all of this stuff

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Speaker 4: and before you think about the offer is really look

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Speaker 4: at the margins of your products that you're selling and

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Speaker 4: make sure that you can actually afford a discount. So

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Speaker 4: if your margin is quite low and you feel like

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Speaker 4: you're a small business and you're barely making money, like

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Speaker 4: even just selling it at full price, potentially just doing

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Speaker 4: a free gift with purchase or a tiered discount is

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Speaker 4: way better than a site wide discount because different products

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Speaker 4: have different margins and you don't want to be offering

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Speaker 4: a discount to those products that you're making no money.

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Speaker 4: You will you'll go into a loss. Like I've been there.

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Speaker 4: I know what that feels like because you're like, wow,

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Speaker 4: we made this much money and then you look and

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Speaker 4: your profit is like full in the red because you've

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Speaker 4: offered too much.

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Speaker 5: Of a discount.

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Speaker 4: So just when you're thinking about the offer, to keep

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Speaker 4: it really simple, think about it in a way that

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Speaker 4: you make the most amount of profit.

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Speaker 3: YEP.

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Speaker 4: I would say one more thing, and this is for

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Speaker 4: you as well. When you run a sale, okay and

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Speaker 4: you're doing say you do one day sale, everyone thinks, Okay,

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Speaker 4: I'm going to run a big discount and everyone's going

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Speaker 4: to make a purchase. Your job as a business owner

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Speaker 4: is to make sure that average order value goes up

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Speaker 4: on Black Friday sales, not down. So say, for example,

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Speaker 4: your average order value for fate. I don't know what

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Speaker 4: it is, but let's say it's one hundred dollars. Okay,

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Speaker 4: every time someone makes a purchase, on average, they spend

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Speaker 4: one hundred dollars. If they make a discount of like

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Speaker 4: if you do a thirty percent discount, then you're you

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Speaker 4: technically have seventy.

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Speaker 3: Dollars average order value.

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Speaker 1: Right.

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Speaker 4: Your job is to merchandise the site to make sure

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Speaker 4: that they go up in average order value.

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Speaker 5: Right, So the way you're going to add something else, add.

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Speaker 4: Something else, because it's like in your cart if they've

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Speaker 4: added something, can you say, hey, by the way, everyone

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Speaker 4: who's bought this has also bought this, and just like

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Speaker 4: try and make them buy a little bit extra. So

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Speaker 4: you're getting that profit and you're making that kind of

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Speaker 4: the profit on the shipping as well. So that's something

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Speaker 4: that I really like. I just want to make your

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Speaker 4: brands know that if you're running a sale makes your

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Speaker 4: average order value goes up.

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Speaker 5: That's for you too, all right, pressures on for me

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Speaker 5: to make sure.

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Speaker 2: I think the good thing with us is because we

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Speaker 2: don't do sales all that often. And that would be

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Speaker 2: my advice as well to business owners out there, and

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Speaker 2: like you said in the beginning of the episode, you

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Speaker 2: don't want to become known as a brand that is

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Speaker 2: constantly doing a sale, and I really try to do

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Speaker 2: that with Fate, because you don't want to cheapen your

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Speaker 2: brand or become like you could off the top of

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Speaker 2: your head probably think of brands that you know are

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Speaker 2: just constantly on sale, and that's the image that they

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Speaker 2: create for themselves. Another brand that's really interesting that we

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Speaker 2: could talk about forever is Mecha. Mecha sale they only

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Speaker 2: do Boxing Day and is it I think it's twenty

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Speaker 2: percent off on Boxing.

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Speaker 5: Day and that's it on selected items.

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Speaker 2: On certain items, And I know that there's a lot

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Speaker 2: of discourse online about that and people are really mad

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Speaker 2: that Mecca doesn't do sales and they just do the

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Speaker 2: twenty percent off on Boxing Day for certain items. But

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Speaker 2: at the same time, from like a business point of view,

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Speaker 2: I'm like, fucking good on you, Like you've built a

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Speaker 2: brand that strong that people will come in and pay

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Speaker 2: full price every single time.

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Speaker 4: It's hard, though, because they have brands in there with

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Speaker 4: exclusivity and people really want those brands and they can

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Speaker 4: only get them from Mecca, so they have that privilege

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Speaker 4: of being able to do that.

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Speaker 2: They've got the monopoly on the beauty world. In the

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Speaker 2: beauty world.

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Speaker 4: And so there's Mecca and Sephora and they can kind

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Speaker 4: of battle it out for like those brands, and they've

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Speaker 4: got that brand awareness and Meccha's been around for a

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Speaker 4: really long time. Also, they have the benefit of having

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Speaker 4: the Beauty Loop program. Yes, so people actually keep buying

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Speaker 4: from there because they want to get to level three,

408
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Speaker 4: level four and get all these free samples in this

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Speaker 4: box every quarter.

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Speaker 3: And you know they've done it in such a clever

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Speaker 3: way they have.

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Speaker 4: We don't as business owners have that same luxury small

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Speaker 4: business owners to be like, well, I own like a

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Speaker 4: let's say you own skincare, a skincare brand. My cream

415
00:18:07,200 --> 00:18:09,359
Speaker 4: is better than that, No, because all creams look the

416
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Speaker 4: same and one of them has a thirty percent discount

417
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Speaker 4: and I'm going, well, I'm not going to discount it.

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Speaker 4: You're just not going to make that sale. And that's

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Speaker 4: really unfortunate. But in Black Friday, that's actually what happens.

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Speaker 2: What would be your advice to business owners with Black

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Speaker 2: Friday and how like everyone has started their Black Friday

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Speaker 2: sales now, like there's so many businesses now as we're

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Speaker 2: recording this that are already, you know, doing a Black

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Speaker 2: Friday sale. If someone is new to Black Friday, they've

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Speaker 2: never done it before, maybe this is their first Black Friday.

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Speaker 2: What are your thoughts surrounding do you just do it

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Speaker 2: on the actual Black Friday day or do you bring

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Speaker 2: it forward kind of thing?

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Speaker 4: I would bring it forward, Yeah, so I would be

430
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Speaker 4: going two weeks one week early. Yeah, that's what I

431
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Speaker 4: would be doing, because you want to really there's this

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Speaker 4: wave that happens and people are like opening their wallets,

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Speaker 4: and as a new business, you don't want to miss

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Speaker 4: out on that opportunity. Do it in a really smart

435
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Speaker 4: way one week early. If you're really overwhelmed by it,

436
00:19:02,880 --> 00:19:05,560
Speaker 4: then go one week early, think of your offer, and

437
00:19:05,600 --> 00:19:08,240
Speaker 4: then just go for it. And you know what's really

438
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Speaker 4: interesting is that even if you're a small business, there

439
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Speaker 4: are people out there. There is an audience out there,

440
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Speaker 4: no matter how big or small, that has heard about

441
00:19:16,119 --> 00:19:18,520
Speaker 4: you but haven't purchased because it feels they feel like

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Speaker 4: it's too expensive. It's a really good time to target

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Speaker 4: those people, even if it's ten people, to actually make

444
00:19:25,880 --> 00:19:28,239
Speaker 4: a purchase from you, and the easiest way to do that,

445
00:19:28,320 --> 00:19:30,640
Speaker 4: like I was saying before, is sending them an email

446
00:19:30,880 --> 00:19:34,520
Speaker 4: of course, but also your ads. Making sure that anyone

447
00:19:34,560 --> 00:19:37,240
Speaker 4: who has visited your website or engage with you on

448
00:19:37,240 --> 00:19:41,120
Speaker 4: social media knows about your sale, has like an ad

449
00:19:41,160 --> 00:19:43,359
Speaker 4: that pops up saying like thirty percent off or twenty

450
00:19:43,359 --> 00:19:46,960
Speaker 4: percent off this brand. You know, those people are really

451
00:19:47,000 --> 00:19:50,400
Speaker 4: really important. If you're trying to get a new audience

452
00:19:50,840 --> 00:19:53,760
Speaker 4: on Black Friday, that's when it becomes really difficult and

453
00:19:53,840 --> 00:19:55,640
Speaker 4: really hard. What you want to do is tap into

454
00:19:55,640 --> 00:19:58,000
Speaker 4: the people who already kind of know about you but

455
00:19:58,119 --> 00:19:59,800
Speaker 4: haven't yet made a purchase.

456
00:19:59,560 --> 00:19:59,800
Speaker 5: Isn't it.

457
00:20:00,000 --> 00:20:02,880
Speaker 2: It's crazy that Black Friday has become such a thing

458
00:20:03,160 --> 00:20:06,400
Speaker 2: in Australia to the point where brands are battling out

459
00:20:06,600 --> 00:20:09,040
Speaker 2: to start it sooner than it actually is, like the

460
00:20:09,080 --> 00:20:11,359
Speaker 2: whole when you actually think about it, Yeah, like can't

461
00:20:11,359 --> 00:20:13,840
Speaker 2: we just say Black Friday is on Black Friday and

462
00:20:13,880 --> 00:20:16,520
Speaker 2: that's when the sales go live. But it's that fucking

463
00:20:16,600 --> 00:20:20,000
Speaker 2: saturated and competitive that brands are starting their Black Friday

464
00:20:20,000 --> 00:20:22,960
Speaker 2: sale one month early to get ahead of all.

465
00:20:22,840 --> 00:20:23,640
Speaker 5: The other businesses.

466
00:20:23,760 --> 00:20:26,879
Speaker 2: Yes, it's like everyone's out just battling, you know, against

467
00:20:26,880 --> 00:20:28,240
Speaker 2: one another to try and be the first.

468
00:20:28,320 --> 00:20:31,400
Speaker 4: It's because it's share of wallet, yes, right, Like consumers

469
00:20:31,480 --> 00:20:33,760
Speaker 4: have one hundred dollars to spend. The one who gets

470
00:20:33,800 --> 00:20:35,840
Speaker 4: there early. Brand that gets it earliest is the one

471
00:20:35,840 --> 00:20:36,719
Speaker 4: that gets their money.

472
00:20:36,800 --> 00:20:40,080
Speaker 5: But isn't that crazy because it's not fucking Black Friday?

473
00:20:40,160 --> 00:20:43,080
Speaker 2: Like we're doing our Black Friday sale a week before,

474
00:20:43,160 --> 00:20:43,800
Speaker 2: like we've I think.

475
00:20:43,720 --> 00:20:45,399
Speaker 5: The last couple of years we've done it a week before.

476
00:20:46,119 --> 00:20:48,960
Speaker 2: But it's just mad, like, yeah, Black Friday's on the

477
00:20:49,000 --> 00:20:51,160
Speaker 2: twenty ninth, but we're doing on twenty second or whatever.

478
00:20:51,240 --> 00:20:55,760
Speaker 3: A really dumb question who owns Black Friday? Like who starts?

479
00:20:55,840 --> 00:20:56,920
Speaker 3: Who sets the day?

480
00:20:57,119 --> 00:20:58,720
Speaker 5: We look quite literally, I.

481
00:20:58,680 --> 00:21:01,320
Speaker 2: Actually don't know, no, I like, I know it started

482
00:21:01,320 --> 00:21:03,400
Speaker 2: in America, right, yes.

483
00:21:03,520 --> 00:21:05,199
Speaker 1: Okay, so I have looked it up. It said the

484
00:21:05,200 --> 00:21:08,800
Speaker 1: real origin of the Black Friday Monkia. So you say

485
00:21:08,800 --> 00:21:10,080
Speaker 1: that word Monkia?

486
00:21:10,359 --> 00:21:11,160
Speaker 3: What is that word?

487
00:21:11,280 --> 00:21:12,440
Speaker 1: Mon Ika?

488
00:21:13,040 --> 00:21:13,560
Speaker 3: Monica?

489
00:21:13,600 --> 00:21:17,080
Speaker 1: Monica? I think Monica or Moncia? Who knows how to say?

490
00:21:17,080 --> 00:21:17,440
Speaker 3: That word?

491
00:21:17,520 --> 00:21:21,080
Speaker 1: Comes from Philadelphia, where the Army Navy football game is

492
00:21:21,080 --> 00:21:24,240
Speaker 1: played on the Saturday following Thanksgiving every year. In the

493
00:21:24,320 --> 00:21:27,680
Speaker 1: nineteen fifties, sixties, and seventies, the game brought in hordes

494
00:21:27,840 --> 00:21:31,280
Speaker 1: of people, most of whom arrived on Friday. So I

495
00:21:31,280 --> 00:21:36,679
Speaker 1: think then businesses surrounding that made money made money and

496
00:21:36,720 --> 00:21:37,639
Speaker 1: put their sales on.

497
00:21:38,840 --> 00:21:40,159
Speaker 5: I'm all for Black Friday.

498
00:21:40,200 --> 00:21:42,920
Speaker 2: I'm all for a sale, but I personally think, I mean,

499
00:21:42,920 --> 00:21:45,000
Speaker 2: we've got end of financial year sales in the.

500
00:21:44,920 --> 00:21:46,119
Speaker 5: Middle of the year as well.

501
00:21:46,600 --> 00:21:48,840
Speaker 2: But I'm just annoyed at the fact that Black Friday

502
00:21:48,880 --> 00:21:50,160
Speaker 2: is so close to Boxing Day.

503
00:21:50,560 --> 00:21:55,800
Speaker 1: So observed Boxing Day as a national that's there.

504
00:21:55,800 --> 00:21:58,439
Speaker 2: You go, well, Xander's just looked it up. So Boxing

505
00:21:58,520 --> 00:22:01,439
Speaker 2: Day isn't a thing in America and that's why. That's

506
00:22:01,440 --> 00:22:05,400
Speaker 2: why they've got a Black Friday. But I think it's

507
00:22:05,960 --> 00:22:10,199
Speaker 2: sad because I think of Boxing Day and when we

508
00:22:10,240 --> 00:22:12,879
Speaker 2: were kids, like we would go to the shops and

509
00:22:12,960 --> 00:22:15,200
Speaker 2: it was all about the Boxing Day. Sails and Westfield

510
00:22:15,200 --> 00:22:17,480
Speaker 2: would be open till midnight or it would be twenty

511
00:22:17,520 --> 00:22:21,960
Speaker 2: four hour And obviously I have experience being in shopping centers.

512
00:22:22,000 --> 00:22:24,840
Speaker 2: We have two Westfield stores Boxing Day, no one cares

513
00:22:24,840 --> 00:22:28,000
Speaker 2: about it anymore. Really like the Westfields that we're in.

514
00:22:28,080 --> 00:22:31,119
Speaker 2: Two Westfields, I think one like because they give you

515
00:22:31,160 --> 00:22:35,280
Speaker 2: like a two week trading hours and I think the

516
00:22:35,359 --> 00:22:38,680
Speaker 2: latest is like one day is ten pm or midnight.

517
00:22:38,960 --> 00:22:40,440
Speaker 5: I know other centers.

518
00:22:40,600 --> 00:22:42,520
Speaker 2: I think some still do the twenty four hour trade,

519
00:22:42,720 --> 00:22:46,360
Speaker 2: but it is a ghost town at nighttime, and it's

520
00:22:46,520 --> 00:22:48,520
Speaker 2: just it's not the same. And I think it's because

521
00:22:48,560 --> 00:22:50,720
Speaker 2: everyone's already burnt out from Black Friday.

522
00:22:51,240 --> 00:22:54,160
Speaker 5: So I'd say, like, as great as Black Friday is.

523
00:22:54,440 --> 00:22:56,840
Speaker 2: And you know it's so great for businesses making seventy

524
00:22:56,840 --> 00:23:00,440
Speaker 2: percent of their revenue in that time, it's ruined Box Day.

525
00:23:01,160 --> 00:23:02,640
Speaker 3: Yeah, And that's right.

526
00:23:02,680 --> 00:23:07,160
Speaker 4: So knowing what we know about us not celebrating Boxing Day,

527
00:23:07,800 --> 00:23:10,280
Speaker 4: that we're just following in their footsteps.

528
00:23:10,680 --> 00:23:12,000
Speaker 3: So turning into like.

529
00:23:11,960 --> 00:23:15,520
Speaker 4: An American economy where we're putting everything on Black Friday.

530
00:23:15,520 --> 00:23:18,639
Speaker 4: I won day for fate though, could you turn that

531
00:23:18,680 --> 00:23:22,480
Speaker 4: Black Friday period like almost into I don't know, your

532
00:23:22,680 --> 00:23:26,640
Speaker 4: Boxing Day, Like if is Boxing Day that important to you?

533
00:23:27,480 --> 00:23:30,000
Speaker 5: Not anymore because of Black Friday.

534
00:23:30,200 --> 00:23:33,040
Speaker 2: But again, we have stores that are open on Boxing Day,

535
00:23:33,200 --> 00:23:35,959
Speaker 2: so we have to do a Boxing Day sale kind

536
00:23:36,000 --> 00:23:38,320
Speaker 2: of thing. Yeah, and like our communities still get excited

537
00:23:38,320 --> 00:23:40,840
Speaker 2: about it and come in, but with like our two

538
00:23:40,880 --> 00:23:43,240
Speaker 2: Westfield stores and the late night trades that they do,

539
00:23:43,800 --> 00:23:46,640
Speaker 2: Like I remember so the first year that we had

540
00:23:46,680 --> 00:23:49,160
Speaker 2: our Westfield Miranda store because it was our first Westfield store.

541
00:23:49,200 --> 00:23:51,560
Speaker 2: So when you have a Westfield store, technically you have

542
00:23:51,640 --> 00:23:54,080
Speaker 2: to stay open within their trading hours. And I think

543
00:23:54,119 --> 00:23:56,720
Speaker 2: it was till ten o'clock at night, like the latest

544
00:23:56,720 --> 00:23:59,960
Speaker 2: that Westfield Miranda was opening throughout that like Christmas period,

545
00:24:00,240 --> 00:24:02,840
Speaker 2: And I remember our team were standing in the store

546
00:24:03,000 --> 00:24:05,760
Speaker 2: eight o'clock on like a you know, Friday night, and

547
00:24:05,800 --> 00:24:07,320
Speaker 2: it was eight and they had to be open till ten.

548
00:24:07,400 --> 00:24:09,560
Speaker 2: They're like, no, the center is a ghost.

549
00:24:09,240 --> 00:24:12,880
Speaker 5: Town, like you know, so it's just a shame.

550
00:24:13,080 --> 00:24:16,600
Speaker 2: Yeah, it's not the same, and like quietly we just

551
00:24:16,640 --> 00:24:18,960
Speaker 2: go just fucking shut girls, Like there is no point

552
00:24:19,000 --> 00:24:22,280
Speaker 2: in having your staff standing around when the center is

553
00:24:22,320 --> 00:24:25,560
Speaker 2: a ghost town. And I think also like online shopping

554
00:24:25,640 --> 00:24:27,959
Speaker 2: has a lot to play in that as well. When

555
00:24:28,000 --> 00:24:29,680
Speaker 2: we were kids, we'd be so excited to go to

556
00:24:29,720 --> 00:24:31,600
Speaker 2: the shops at eight o'clock at night because like you

557
00:24:31,640 --> 00:24:34,320
Speaker 2: could go out and it was exciting. Now we can

558
00:24:34,400 --> 00:24:36,760
Speaker 2: lay in bed and shop the sale from our bed.

559
00:24:36,880 --> 00:24:39,679
Speaker 4: Don't you make it an experience like actually have like

560
00:24:39,760 --> 00:24:42,639
Speaker 4: sleepover stuff in set up in store and stuff and

561
00:24:42,640 --> 00:24:44,080
Speaker 4: customers can go, oh, We've thought of.

562
00:24:44,240 --> 00:24:47,000
Speaker 2: All of these things, like ways to incentivize people to

563
00:24:47,160 --> 00:24:50,720
Speaker 2: come in like right up until you know, whatever time

564
00:24:50,720 --> 00:24:52,320
Speaker 2: it is that we're open kind of thing, and every

565
00:24:52,400 --> 00:24:53,840
Speaker 2: year were like, Okay, next year, we'll do that.

566
00:24:54,280 --> 00:24:55,720
Speaker 5: But I think one of the hardest.

567
00:24:55,440 --> 00:24:57,439
Speaker 2: Things about being in business is you've got a hundred

568
00:24:57,440 --> 00:25:00,520
Speaker 2: things going on it every single fucking time. No one

569
00:25:00,640 --> 00:25:04,040
Speaker 2: even just has the time to think about, Okay, what

570
00:25:04,080 --> 00:25:05,960
Speaker 2: activation are we going to do in our stores at

571
00:25:06,040 --> 00:25:06,600
Speaker 2: nine pm?

572
00:25:06,800 --> 00:25:08,919
Speaker 5: Five stores? Yeah, it's a lot.

573
00:25:09,640 --> 00:25:11,560
Speaker 3: It's a lot. And also is it worth it.

574
00:25:11,760 --> 00:25:15,120
Speaker 2: Yeah, it takes an army to orchestrate something in a store.

575
00:25:15,840 --> 00:25:19,560
Speaker 2: And who knows, maybe next year around Black Friday, we

576
00:25:19,680 --> 00:25:22,200
Speaker 2: can like, let's say, after this Black Friday, we will

577
00:25:22,200 --> 00:25:24,760
Speaker 2: spend the next twelve months preparing and maybe we will

578
00:25:24,760 --> 00:25:27,640
Speaker 2: do multiple days of offers and this, that and the other.

579
00:25:27,960 --> 00:25:30,520
Speaker 2: But it is like it would take a year to

580
00:25:30,680 --> 00:25:32,840
Speaker 2: plan like what that's going to look like in our

581
00:25:32,880 --> 00:25:36,920
Speaker 2: retail stores.

582
00:25:38,000 --> 00:25:39,760
Speaker 4: So I have a question for you because this is

583
00:25:39,760 --> 00:25:42,119
Speaker 4: something that I had noted down when I knew we

584
00:25:42,119 --> 00:25:44,600
Speaker 4: were going to talk about Black Friday, And that is

585
00:25:44,640 --> 00:25:48,320
Speaker 4: something that I would suggest people do, is reward their

586
00:25:48,359 --> 00:25:52,840
Speaker 4: loyal customers and not only the general public and not

587
00:25:52,880 --> 00:25:55,760
Speaker 4: treat everyone the same. Is that something that you're doing

588
00:25:55,800 --> 00:25:57,879
Speaker 4: because I know you're running a Black Friday sale on

589
00:25:57,920 --> 00:26:02,439
Speaker 4: the one day? Are you allowing your loyal customers early

590
00:26:02,520 --> 00:26:04,280
Speaker 4: access or giving them a bigger discount?

591
00:26:04,320 --> 00:26:04,359
Speaker 1: Like?

592
00:26:04,400 --> 00:26:05,600
Speaker 3: How are you treating them?

593
00:26:05,840 --> 00:26:06,040
Speaker 5: Yeah?

594
00:26:06,160 --> 00:26:08,760
Speaker 2: So I love that we're talking about this before the

595
00:26:08,800 --> 00:26:11,199
Speaker 2: Black Friday sale is even happening, So any fake customers

596
00:26:11,280 --> 00:26:12,800
Speaker 2: listening to this episode are going to kind of know

597
00:26:12,880 --> 00:26:15,719
Speaker 2: the tea. So we've decided for Black Friday, we are

598
00:26:15,720 --> 00:26:19,440
Speaker 2: obviously just doing the one day sale on the Friday

599
00:26:19,480 --> 00:26:22,520
Speaker 2: before Black Friday. Everyone marking this in their calendars now

600
00:26:22,560 --> 00:26:25,000
Speaker 2: listening to this episode. And the other hard thing we're

601
00:26:25,040 --> 00:26:27,160
Speaker 2: doing that as well, like going back to the whole

602
00:26:27,200 --> 00:26:29,200
Speaker 2: retail thing, is we're doing that a week before, which

603
00:26:29,200 --> 00:26:32,280
Speaker 2: means the week after when it is Black Friday. Technically

604
00:26:32,359 --> 00:26:34,720
Speaker 2: our stores are going to be quiet because there's no

605
00:26:34,840 --> 00:26:36,840
Speaker 2: sale happening in store, but there is with all the

606
00:26:36,880 --> 00:26:39,720
Speaker 2: other surrounding retailers. That's just a part of committing to

607
00:26:39,760 --> 00:26:42,280
Speaker 2: being in store. So we've decided or it's just like

608
00:26:42,320 --> 00:26:45,920
Speaker 2: a fixed amount off for the one day only online

609
00:26:46,040 --> 00:26:49,040
Speaker 2: and in all five of our stores. But I'm thinking

610
00:26:49,080 --> 00:26:52,680
Speaker 2: what I will do the night before And this isn't

611
00:26:52,720 --> 00:26:55,280
Speaker 2: set in stone, but it probably will happen because it's

612
00:26:55,320 --> 00:26:58,440
Speaker 2: easy for us to orchestrate is we have our Fate

613
00:26:58,520 --> 00:27:02,680
Speaker 2: Society Facebook group, which we encourage everyone to join. That's

614
00:27:02,680 --> 00:27:05,280
Speaker 2: where everyone stays in the loop with us every single day.

615
00:27:05,560 --> 00:27:08,840
Speaker 2: And we're thinking, like the night before that that Friday,

616
00:27:08,880 --> 00:27:12,560
Speaker 2: maybe on the Thursday night, we will do like a

617
00:27:12,760 --> 00:27:15,840
Speaker 2: different code that gets them even more off if they

618
00:27:15,920 --> 00:27:18,520
Speaker 2: choose to shop the night before. Yes, but even then,

619
00:27:18,680 --> 00:27:21,520
Speaker 2: like I want to do that, and we will most

620
00:27:21,600 --> 00:27:24,760
Speaker 2: likely do that. But then because we have stores, I

621
00:27:24,840 --> 00:27:27,399
Speaker 2: then know the stores will be quiet the next day

622
00:27:27,640 --> 00:27:30,679
Speaker 2: because they shopped the better deal online the night before.

623
00:27:30,880 --> 00:27:32,560
Speaker 2: And then our store teams go, oh, it wasn't that

624
00:27:32,600 --> 00:27:34,639
Speaker 2: busy today. It wasn't as busy as we thought. And

625
00:27:34,640 --> 00:27:36,880
Speaker 2: then I'm always like, sorry, girls, it's because we did

626
00:27:36,880 --> 00:27:39,800
Speaker 2: this special deal in Fate Society the night before. Like

627
00:27:39,840 --> 00:27:42,719
Speaker 2: it's nothing to be disappointed about. It's just you know,

628
00:27:42,760 --> 00:27:44,639
Speaker 2: they got an extra ten percent off if they shopped

629
00:27:44,640 --> 00:27:45,160
Speaker 2: the night before.

630
00:27:45,280 --> 00:27:47,840
Speaker 4: I feel like maybe not offering it to the Facebook group.

631
00:27:48,040 --> 00:27:52,160
Speaker 4: But say, for example, you segment out some people who

632
00:27:52,200 --> 00:27:53,440
Speaker 4: maybe have purchased.

633
00:27:53,080 --> 00:27:54,720
Speaker 3: From you ten times many times.

634
00:27:54,800 --> 00:27:58,320
Speaker 4: Yeah, and you individually email those people and say this

635
00:27:58,400 --> 00:28:00,920
Speaker 4: is your code, and so they may never have gone

636
00:28:00,960 --> 00:28:02,760
Speaker 4: into a store, but they have shopped with.

637
00:28:02,800 --> 00:28:04,560
Speaker 2: You ten times a more, and say we'll do it

638
00:28:04,560 --> 00:28:07,320
Speaker 2: to like an email segment instead of the whole Facebook group.

639
00:28:07,359 --> 00:28:09,639
Speaker 4: I actually think that would be amazing. And some brands

640
00:28:09,680 --> 00:28:11,600
Speaker 4: in America what they do, and this is a little

641
00:28:11,640 --> 00:28:13,639
Speaker 4: bit dodgy, so don't do it. Don't take my advice,

642
00:28:13,680 --> 00:28:16,280
Speaker 4: but it's really interesting the way they do it. They

643
00:28:16,320 --> 00:28:18,560
Speaker 4: segment out their loyal audiences and then they send them

644
00:28:18,560 --> 00:28:22,360
Speaker 4: a calendar request, so it's in their calendar and Google's

645
00:28:22,400 --> 00:28:25,000
Speaker 4: twenty percent off just for you. It's in their Google calendar.

646
00:28:25,040 --> 00:28:28,480
Speaker 4: It reminds them and as a psycho qualification. I don't

647
00:28:28,520 --> 00:28:31,520
Speaker 4: know if that's even allowed or if that's ethical or whatever,

648
00:28:31,520 --> 00:28:33,160
Speaker 4: but I just thought it was a really interesting way

649
00:28:33,240 --> 00:28:35,520
Speaker 4: to get your loyal customers to remember to come.

650
00:28:35,400 --> 00:28:36,360
Speaker 3: Back and purchase from you.

651
00:28:36,400 --> 00:28:37,760
Speaker 5: Absolutely, I love that.

652
00:28:37,920 --> 00:28:39,880
Speaker 3: Yeah, go do it. No, don't do it.

653
00:28:41,800 --> 00:28:44,320
Speaker 4: I do have like a few more actionable tips, so

654
00:28:44,400 --> 00:28:48,480
Speaker 4: I think everyone should know. So these are email tips

655
00:28:48,480 --> 00:28:51,000
Speaker 4: and I actually got this data from this report that

656
00:28:51,040 --> 00:28:51,920
Speaker 4: was done by Omnisent.

657
00:28:51,960 --> 00:28:53,720
Speaker 3: I'm a nerd, I get it. Like I was.

658
00:28:53,880 --> 00:28:55,560
Speaker 4: I read about this stuff all the time, but these

659
00:28:55,560 --> 00:28:57,280
Speaker 4: are the things that I pulled out, which I think

660
00:28:57,520 --> 00:28:59,920
Speaker 4: small business owners need to know. So when you are

661
00:29:00,080 --> 00:29:05,000
Speaker 4: sending out any Black Friday emails this sounds so obvious,

662
00:29:05,360 --> 00:29:07,840
Speaker 4: but in the subject line, don't try and be clever,

663
00:29:08,400 --> 00:29:11,280
Speaker 4: just write. Make sure the words Black Friday are mentioned

664
00:29:11,320 --> 00:29:14,840
Speaker 4: in there. And also the specific discount.

665
00:29:14,360 --> 00:29:16,400
Speaker 3: Or the specific offer that you've got it has to

666
00:29:16,440 --> 00:29:17,600
Speaker 3: be in the subject line.

667
00:29:17,800 --> 00:29:20,480
Speaker 4: And this is a really weird fact from twenty twenty

668
00:29:20,520 --> 00:29:24,680
Speaker 4: three and twenty twenty two. Okay emails offering discounts between

669
00:29:24,760 --> 00:29:28,360
Speaker 4: ten to twenty five percent see higher click through rates

670
00:29:28,400 --> 00:29:31,320
Speaker 4: than ones offering between fifty and fifty five percent.

671
00:29:31,560 --> 00:29:33,680
Speaker 5: Why do people think it's a scam? I don't know.

672
00:29:33,840 --> 00:29:37,320
Speaker 2: I think people would see fifty percent off and then

673
00:29:37,320 --> 00:29:38,720
Speaker 2: they're going to go, well, that's only going to be

674
00:29:38,920 --> 00:29:40,840
Speaker 2: so many items. It's going to be I'm going to

675
00:29:40,840 --> 00:29:42,320
Speaker 2: go on the website and some are going to be

676
00:29:42,360 --> 00:29:43,880
Speaker 2: ten and they're going to be sold out because it

677
00:29:43,960 --> 00:29:45,080
Speaker 2: was too big of a discount.

678
00:29:45,120 --> 00:29:47,280
Speaker 5: You go, that's the interesting, really interesting.

679
00:29:47,760 --> 00:29:50,440
Speaker 4: Also, the more the text the lower the click through rates.

680
00:29:50,440 --> 00:29:53,800
Speaker 4: So really have bold, simple images that just tell people

681
00:29:54,080 --> 00:29:56,480
Speaker 4: this is the discount, this is what you get. It

682
00:29:56,520 --> 00:29:59,920
Speaker 4: applies to everything or these collections whatever, and no other

683
00:30:00,120 --> 00:30:02,320
Speaker 4: creative button except for shop now.

684
00:30:02,960 --> 00:30:04,600
Speaker 3: That is really important and so.

685
00:30:04,640 --> 00:30:05,720
Speaker 5: Something to add to that as well.

686
00:30:06,560 --> 00:30:08,720
Speaker 2: In my experience, for all of you with a business

687
00:30:08,760 --> 00:30:11,360
Speaker 2: out there, and if you do email marketing, which by

688
00:30:11,400 --> 00:30:14,520
Speaker 2: the way, what's really interesting is consumers don't realize how

689
00:30:14,600 --> 00:30:17,240
Speaker 2: much revenue you bring in through your email marketing. Even

690
00:30:17,240 --> 00:30:20,200
Speaker 2: though you'll hate emails, it's actually such a vital part

691
00:30:20,240 --> 00:30:23,280
Speaker 2: of business still in twenty twenty four. And if I

692
00:30:23,320 --> 00:30:25,280
Speaker 2: could give one piece of advice for when it comes

693
00:30:25,280 --> 00:30:28,000
Speaker 2: to sending out an email. So you're doing a Black

694
00:30:28,000 --> 00:30:31,040
Speaker 2: Friday twenty percent off for one day only, I agree

695
00:30:31,040 --> 00:30:34,200
Speaker 2: with a need that just simple emails is the way

696
00:30:34,200 --> 00:30:37,600
Speaker 2: to go. You want those email subscribers to open your

697
00:30:37,640 --> 00:30:41,000
Speaker 2: email and just without even scrolling they can see twenty

698
00:30:41,040 --> 00:30:44,479
Speaker 2: percent off today only shop now. Just text like, make

699
00:30:44,520 --> 00:30:47,440
Speaker 2: it in canvas, make it so simple. But in my

700
00:30:47,720 --> 00:30:51,080
Speaker 2: experience and what I'll probably do again for Black Friday

701
00:30:51,680 --> 00:30:56,280
Speaker 2: is text only. You text only emails. So for example,

702
00:30:56,320 --> 00:30:58,840
Speaker 2: we use Klavo Clavio. However you want to say it

703
00:30:58,840 --> 00:31:02,000
Speaker 2: for our email marketing and when you could do in

704
00:31:02,040 --> 00:31:05,880
Speaker 2: any like mail, Chimp, whatever you're using. Instead of doing

705
00:31:05,960 --> 00:31:09,400
Speaker 2: a image based email that you send out like a newsletter,

706
00:31:09,840 --> 00:31:12,720
Speaker 2: switch to text only and then it will open up

707
00:31:12,920 --> 00:31:16,840
Speaker 2: like a regular email and you will just type it out.

708
00:31:17,280 --> 00:31:19,920
Speaker 2: So that's what we do for our sales period And

709
00:31:20,080 --> 00:31:21,200
Speaker 2: what's really clever is.

710
00:31:22,160 --> 00:31:23,840
Speaker 5: It looks like you've written it yourself.

711
00:31:24,080 --> 00:31:26,720
Speaker 2: And so for our Black Friday sale, for example, I'm

712
00:31:26,760 --> 00:31:29,680
Speaker 2: going to do that interesting for our main email and

713
00:31:29,720 --> 00:31:31,360
Speaker 2: it's just going to say hey, and then you can

714
00:31:31,360 --> 00:31:33,719
Speaker 2: put the customer's name. It will have their name, no

715
00:31:33,720 --> 00:31:36,720
Speaker 2: matter who they are. So, hey, Anita, I just wanted

716
00:31:36,760 --> 00:31:38,560
Speaker 2: to drop into your inbox to let you know that

717
00:31:38,720 --> 00:31:41,120
Speaker 2: today only, we're doing twenty percent off everything at Fate

718
00:31:41,160 --> 00:31:43,640
Speaker 2: online and in store. And then you know, I'll always

719
00:31:43,640 --> 00:31:45,920
Speaker 2: add personal things in there, like I know your inbox

720
00:31:45,960 --> 00:31:49,080
Speaker 2: is probably absolutely swamped already with so many other brands.

721
00:31:49,360 --> 00:31:52,800
Speaker 2: It's not often that we participate in sales periods, so

722
00:31:52,920 --> 00:31:55,120
Speaker 2: be sure to take up this so far while it lasts.

723
00:31:55,120 --> 00:31:56,680
Speaker 2: It's one day only kind of thing. And then all

724
00:31:56,720 --> 00:31:59,760
Speaker 2: you want to do in that email is just link

725
00:32:00,040 --> 00:32:02,680
Speaker 2: some of the words that you have written, So make

726
00:32:02,680 --> 00:32:04,120
Speaker 2: sure that there's links in there.

727
00:32:04,280 --> 00:32:05,800
Speaker 5: Don't just make it a text.

728
00:32:05,520 --> 00:32:07,479
Speaker 4: Email, a link to a product or a collection.

729
00:32:07,640 --> 00:32:10,440
Speaker 2: Yeah, So then like I'll where I've written we are

730
00:32:10,440 --> 00:32:12,960
Speaker 2: having twenty percent off for one day only, I'll highlight

731
00:32:13,040 --> 00:32:15,960
Speaker 2: that and link that to our new arrivals page where

732
00:32:16,120 --> 00:32:16,960
Speaker 2: all of the.

733
00:32:17,280 --> 00:32:19,600
Speaker 5: Signage is, you know. So I'll just put a few

734
00:32:19,600 --> 00:32:20,280
Speaker 5: clever links.

735
00:32:20,600 --> 00:32:22,520
Speaker 2: I might even write if there was one item I

736
00:32:22,520 --> 00:32:24,800
Speaker 2: would get in the sale, it's our Billy jeans. And

737
00:32:24,840 --> 00:32:27,480
Speaker 2: then I've highlighted that Billy Jeans with the link straight

738
00:32:27,520 --> 00:32:29,640
Speaker 2: to the Billy Jeans, and then just pop your website

739
00:32:29,640 --> 00:32:32,480
Speaker 2: at the bottom, and I just sign off like happy shopping,

740
00:32:32,920 --> 00:32:35,360
Speaker 2: see you in store if you're popping in Lots of

741
00:32:35,360 --> 00:32:38,680
Speaker 2: love Britney www dot fathlabel dot com at the bottom linked.

742
00:32:39,320 --> 00:32:41,080
Speaker 5: And that's what we do for our email.

743
00:32:41,160 --> 00:32:43,200
Speaker 4: So it cuts through the noise but also tells all

744
00:32:43,240 --> 00:32:46,240
Speaker 4: the email providers that it's actually not an AD. Yes,

745
00:32:46,400 --> 00:32:49,320
Speaker 4: so it goes into the inbox not their promotions tabtoo. Yes,

746
00:32:49,640 --> 00:32:50,240
Speaker 4: super clever.

747
00:32:50,400 --> 00:32:54,400
Speaker 2: And then I set the sender name as Britney Saunders

748
00:32:54,400 --> 00:32:57,400
Speaker 2: from Fate, so instead of learning in their inbox and

749
00:32:57,400 --> 00:33:00,000
Speaker 2: it says Fate. The label is the sender, it says Brittany.

750
00:33:00,640 --> 00:33:03,000
Speaker 2: So like, oh my god, Britney's emailed me and they

751
00:33:03,040 --> 00:33:05,760
Speaker 2: click in it. It's very clever, very sneaky. It is sneak,

752
00:33:05,840 --> 00:33:07,920
Speaker 2: and you know it's awesome because you have it in it.

753
00:33:08,160 --> 00:33:09,040
Speaker 3: Yeah I have.

754
00:33:09,880 --> 00:33:11,720
Speaker 5: So that's my tip. Any Way, back to your tips

755
00:33:11,720 --> 00:33:13,040
Speaker 5: and eater, Yeah, well that was it.

756
00:33:13,280 --> 00:33:14,719
Speaker 4: They were all my email ones. But I do think

757
00:33:14,720 --> 00:33:17,120
Speaker 4: we should summarize and just tell people what they need

758
00:33:17,200 --> 00:33:19,360
Speaker 4: to know and what they need to do in and

759
00:33:19,480 --> 00:33:21,040
Speaker 4: just interrupt me when you need to. But these are

760
00:33:21,080 --> 00:33:23,120
Speaker 4: what I These are the things I think they need

761
00:33:23,120 --> 00:33:26,520
Speaker 4: to do. Okay, the dates. First, just get clear on

762
00:33:26,600 --> 00:33:29,520
Speaker 4: the dates. So twenty ninth to the second of December

763
00:33:30,040 --> 00:33:33,240
Speaker 4: those that's technically Black Friday to Cyber Monday. You could

764
00:33:33,280 --> 00:33:35,440
Speaker 4: go one week or two weeks early, So pick a

765
00:33:35,520 --> 00:33:38,760
Speaker 4: date and you work backwards from there. Then I want

766
00:33:38,800 --> 00:33:41,760
Speaker 4: you to pick an offer, just one simple offer. I

767
00:33:41,840 --> 00:33:44,880
Speaker 4: could just be sight wide or a tear discount, free gift, whatever.

768
00:33:45,080 --> 00:33:46,920
Speaker 4: Then I want you to pick how are you going

769
00:33:47,000 --> 00:33:49,080
Speaker 4: to make people aware of this? Is it going to

770
00:33:49,120 --> 00:33:51,280
Speaker 4: be through ads? Is it going to be through emails.

771
00:33:51,360 --> 00:33:53,560
Speaker 4: Is it just on the website, is it only content?

772
00:33:53,960 --> 00:33:55,280
Speaker 4: Like are you going to do Google ads? Are you

773
00:33:55,280 --> 00:33:57,560
Speaker 4: going to do Facebook? Pick a couple that you know

774
00:33:57,680 --> 00:34:00,080
Speaker 4: really work for your brand and make sure that they

775
00:34:00,080 --> 00:34:03,120
Speaker 4: are completely done with the Black Friday merchandising and have

776
00:34:03,200 --> 00:34:06,000
Speaker 4: them ready to go. Like for example, with emails, make

777
00:34:06,040 --> 00:34:08,279
Speaker 4: sure you've written up those emails beforehand so you're not

778
00:34:08,360 --> 00:34:11,000
Speaker 4: struggling at the time just being like what do I do?

779
00:34:11,040 --> 00:34:11,440
Speaker 4: What do I do?

780
00:34:11,480 --> 00:34:11,880
Speaker 3: What emails?

781
00:34:11,920 --> 00:34:13,960
Speaker 4: Dooice and have them written up now, like now is

782
00:34:13,960 --> 00:34:16,359
Speaker 4: a really good time to have that ready. And also

783
00:34:16,400 --> 00:34:18,960
Speaker 4: with your Facebook ads, if you like Facebook ads and

784
00:34:19,040 --> 00:34:22,719
Speaker 4: you use Facebook ads, set up a new advantage plus campaign.

785
00:34:22,960 --> 00:34:25,120
Speaker 4: Put in all of your ad creatives in their simple

786
00:34:25,160 --> 00:34:26,759
Speaker 4: ads like twenty percent off.

787
00:34:26,880 --> 00:34:29,160
Speaker 2: It's really really basic stuff, right, it doesn't have to

788
00:34:29,160 --> 00:34:31,360
Speaker 2: be basic. Ads always perform the best.

789
00:34:31,440 --> 00:34:34,680
Speaker 4: And I love your ads, like it's just handwritten stuff

790
00:34:34,719 --> 00:34:36,040
Speaker 4: saying this is like the sale.

791
00:34:36,200 --> 00:34:36,960
Speaker 5: I love that.

792
00:34:37,080 --> 00:34:39,200
Speaker 4: I think it works really well. It cuts through the

793
00:34:39,239 --> 00:34:41,239
Speaker 4: noise as well. So really think about how you want

794
00:34:41,280 --> 00:34:43,360
Speaker 4: to get the offer out there. Then I want you

795
00:34:43,480 --> 00:34:46,800
Speaker 4: to think about are you going to reward your loyal

796
00:34:46,880 --> 00:34:50,000
Speaker 4: customers first? And if so, maybe you go a day

797
00:34:50,040 --> 00:34:52,600
Speaker 4: earlier for them so they either get early access with

798
00:34:52,680 --> 00:34:55,799
Speaker 4: the same code or they just get a bigger.

799
00:34:55,520 --> 00:34:57,839
Speaker 3: Discount with a different code on that day.

800
00:34:58,040 --> 00:34:58,200
Speaker 2: Yep.

801
00:34:58,320 --> 00:35:01,080
Speaker 4: So just making sure you know that, and then I

802
00:35:01,120 --> 00:35:04,080
Speaker 4: would make sure your website is completely merchandised. And the

803
00:35:04,120 --> 00:35:06,480
Speaker 4: way to do that is create a to do list

804
00:35:06,600 --> 00:35:09,360
Speaker 4: in like even just your notes, you know app on

805
00:35:09,400 --> 00:35:12,080
Speaker 4: your phone, being like, okay, homepage, what do I want

806
00:35:12,080 --> 00:35:13,680
Speaker 4: to do? Product page, how do I want to let

807
00:35:13,719 --> 00:35:15,920
Speaker 4: them know collections page? And in the cart how do

808
00:35:16,000 --> 00:35:18,040
Speaker 4: I let them know further that there's a sale. So

809
00:35:18,120 --> 00:35:20,279
Speaker 4: just think about how you want to merchandise that. And

810
00:35:20,320 --> 00:35:23,600
Speaker 4: then I want you to map out your content from

811
00:35:23,680 --> 00:35:26,239
Speaker 4: now because content is the thing where people are like,

812
00:35:26,320 --> 00:35:28,799
Speaker 4: oh my god, I've mapped out them, and I've merchandised everything.

813
00:35:28,840 --> 00:35:29,520
Speaker 3: I've run ads.

814
00:35:29,719 --> 00:35:31,680
Speaker 5: I'm like, oh my god, what do I create for content?

815
00:35:31,719 --> 00:35:32,239
Speaker 5: What are the reels?

816
00:35:32,280 --> 00:35:33,360
Speaker 3: What are the TikTok videos?

817
00:35:33,400 --> 00:35:36,200
Speaker 4: Think about it now, just like look at your algorithm,

818
00:35:36,480 --> 00:35:38,680
Speaker 4: see what brands are doing, and save the ones that

819
00:35:38,760 --> 00:35:40,719
Speaker 4: you like and think I can do this too. And

820
00:35:40,760 --> 00:35:43,880
Speaker 4: if you can film it now and edit it so

821
00:35:43,920 --> 00:35:44,960
Speaker 4: that you can just post.

822
00:35:44,760 --> 00:35:45,359
Speaker 3: Ready to go.

823
00:35:45,960 --> 00:35:48,560
Speaker 2: I love that you're putting this so simply, because what

824
00:35:48,600 --> 00:35:53,440
Speaker 2: you're explaining now is what all these ads, agencies and

825
00:35:53,520 --> 00:35:56,000
Speaker 2: other people are saying, like, you know, it's a make

826
00:35:56,040 --> 00:35:57,960
Speaker 2: up break. You need to have a strategy. But this

827
00:35:58,120 --> 00:36:00,720
Speaker 2: is as simple as it actually is. But I find

828
00:36:00,719 --> 00:36:02,320
Speaker 2: those videos overwhelming where.

829
00:36:02,120 --> 00:36:05,279
Speaker 5: They're like, what's your strategy? That's all it is.

830
00:36:05,360 --> 00:36:07,200
Speaker 2: It's just ticking all those boxes that you have just

831
00:36:07,280 --> 00:36:10,239
Speaker 2: gone through so simply, and I think, especially if you

832
00:36:10,280 --> 00:36:12,239
Speaker 2: write it all down and you know all the things

833
00:36:12,280 --> 00:36:15,680
Speaker 2: you have to tick off, anyone can achieve being prepared

834
00:36:15,719 --> 00:36:20,200
Speaker 2: for Black Friday. It's not complicated like it seems online.

835
00:36:20,440 --> 00:36:24,280
Speaker 4: Don't be so overwhelmed by the noise that people talk about.

836
00:36:24,719 --> 00:36:27,760
Speaker 4: They love to make noise, especially companies and like coaches

837
00:36:27,840 --> 00:36:30,000
Speaker 4: and mentors and stuff. You know what I feel about

838
00:36:30,040 --> 00:36:32,320
Speaker 4: those people, but a lot of them they love to

839
00:36:32,360 --> 00:36:36,040
Speaker 4: make noise because if they seem if it makes it complicated,

840
00:36:36,320 --> 00:36:38,239
Speaker 4: you feel like you need those people you need to

841
00:36:38,280 --> 00:36:41,040
Speaker 4: sign up to the adage about Don't I even feel

842
00:36:41,080 --> 00:36:42,880
Speaker 4: that way though when I see their videos, And.

843
00:36:43,040 --> 00:36:44,200
Speaker 5: This is a make or break.

844
00:36:44,200 --> 00:36:46,640
Speaker 2: If you don't have you set up, your business is

845
00:36:46,680 --> 00:36:48,960
Speaker 2: going under in twenty twenty five because Black Friday is

846
00:36:49,000 --> 00:36:50,960
Speaker 2: where it's at, and I'm like, fuck, do I need

847
00:36:51,000 --> 00:36:53,400
Speaker 2: to sign up to this marketing agency because they're talking

848
00:36:53,480 --> 00:36:55,640
Speaker 2: a language I don't understand and I need to pay

849
00:36:55,640 --> 00:36:56,520
Speaker 2: them for them to tell me.

850
00:36:56,800 --> 00:36:59,399
Speaker 5: But it's just as simple as what you have spelled out. Yeah,

851
00:37:00,200 --> 00:37:01,759
Speaker 5: I love you for that, and.

852
00:37:01,760 --> 00:37:04,040
Speaker 4: I love you for only doing one day and showing

853
00:37:04,040 --> 00:37:05,960
Speaker 4: people that you don't need to make it a month

854
00:37:06,000 --> 00:37:09,239
Speaker 4: of sales like I love that you can actually just

855
00:37:09,280 --> 00:37:12,920
Speaker 4: rely on consistent sales, have one day, reward your customers,

856
00:37:12,960 --> 00:37:14,760
Speaker 4: and then just go about business as usual.

857
00:37:14,880 --> 00:37:17,480
Speaker 2: And look, next year, I might try to expand it

858
00:37:17,520 --> 00:37:20,040
Speaker 2: a little, or we might do something little for Cyber Monday,

859
00:37:20,160 --> 00:37:23,000
Speaker 2: just for online. But I think the reason why we've

860
00:37:23,040 --> 00:37:25,799
Speaker 2: just always kept it so simple is because we have

861
00:37:25,960 --> 00:37:29,480
Speaker 2: retail stores, and that's just like a whole other ballpark

862
00:37:29,560 --> 00:37:33,319
Speaker 2: of orchestrating it to make sure it's even online and

863
00:37:33,360 --> 00:37:35,480
Speaker 2: in stores, because if we don't do the same offer,

864
00:37:35,880 --> 00:37:38,080
Speaker 2: then customers go, well, why can't I do it in store?

865
00:37:38,160 --> 00:37:38,520
Speaker 5: Like you know?

866
00:37:38,600 --> 00:37:41,879
Speaker 2: It just is it's so much work and so complicated.

867
00:37:42,320 --> 00:37:45,919
Speaker 2: If we did a month long sale like period, would

868
00:37:45,960 --> 00:37:49,520
Speaker 2: we make a shit ton more money probably, but the

869
00:37:49,560 --> 00:37:51,920
Speaker 2: way that we've done it is always by keeping it simple,

870
00:37:51,920 --> 00:37:53,279
Speaker 2: and I'm going to keep doing it that way for

871
00:37:53,360 --> 00:37:54,960
Speaker 2: now you'd make a shit.

872
00:37:54,760 --> 00:37:57,200
Speaker 4: Ton of money but less profit, and then your customers

873
00:37:57,280 --> 00:37:58,839
Speaker 4: might want that sale all the time.

874
00:37:58,920 --> 00:37:59,080
Speaker 2: Yeah.

875
00:37:59,080 --> 00:37:59,920
Speaker 3: I think the way you're.

876
00:37:59,760 --> 00:38:03,520
Speaker 4: Doing it is actually be mindful with your sales business owners,

877
00:38:03,560 --> 00:38:06,480
Speaker 4: be mindful. Before we go, though, Can I just say

878
00:38:06,480 --> 00:38:09,839
Speaker 4: congratulations on being nominated for TikTok Business of the Year.

879
00:38:10,840 --> 00:38:13,240
Speaker 5: So much in there because thanks Anita.

880
00:38:13,280 --> 00:38:15,480
Speaker 3: I want everyone to vote for you, and I didn't realize.

881
00:38:15,520 --> 00:38:17,560
Speaker 2: You can vote once a day, once a day from

882
00:38:17,560 --> 00:38:20,719
Speaker 2: now until November thirteenth. Okay, I pick the link in

883
00:38:20,760 --> 00:38:23,319
Speaker 2: my bio, go to the business section and then you'll

884
00:38:23,320 --> 00:38:24,920
Speaker 2: find Fate and you just click vote. You just have

885
00:38:25,000 --> 00:38:27,080
Speaker 2: to be in Australia or New Zealand and you have

886
00:38:27,120 --> 00:38:29,040
Speaker 2: to have TikTok oh easy.

887
00:38:29,200 --> 00:38:30,920
Speaker 5: Yeah, it's literally that.

888
00:38:30,960 --> 00:38:32,120
Speaker 4: You have to have the app and then you just

889
00:38:32,160 --> 00:38:35,000
Speaker 4: go click click click Fate vote and it's so easy.

890
00:38:35,040 --> 00:38:37,279
Speaker 3: Yeaheah. I'm doing it today, I'm doing it every day.

891
00:38:37,360 --> 00:38:39,520
Speaker 2: I'm getting a ja to do it every day. I'm

892
00:38:39,600 --> 00:38:41,719
Speaker 2: voting from my account and the Fate account you.

893
00:38:41,800 --> 00:38:44,360
Speaker 3: Better win this thing. Okay, well I'm waiting.

894
00:38:44,560 --> 00:38:46,360
Speaker 5: Look, I've got a.

895
00:38:46,320 --> 00:38:48,359
Speaker 4: Lot of thoughts on the TikTok Awards, so I might

896
00:38:48,360 --> 00:38:50,720
Speaker 4: do a little bonus episode soon about my thoughts.

897
00:38:50,760 --> 00:38:53,000
Speaker 2: But yeah, it's pretty cool to be nominated. But it's

898
00:38:53,000 --> 00:38:54,120
Speaker 2: not the be all and end all.

899
00:38:54,280 --> 00:38:54,560
Speaker 5: It's not.

900
00:38:54,760 --> 00:38:56,920
Speaker 3: But it's so cool and I am really proud of you.

901
00:38:57,040 --> 00:39:01,040
Speaker 2: Thanks Anita, Well, thanks for coming on. Can everyone find you?

902
00:39:01,480 --> 00:39:05,040
Speaker 4: Oh, go to instagram at sell anything online. TikTok at

903
00:39:05,040 --> 00:39:07,680
Speaker 4: sell anything online. I also own a company or Hero Packaging.

904
00:39:08,080 --> 00:39:09,760
Speaker 5: If you need any packaging for your business.

905
00:39:09,760 --> 00:39:14,200
Speaker 2: Anita does everything I do, like everything, even like custom

906
00:39:14,280 --> 00:39:19,480
Speaker 2: printed color co bags, tissue paper, anything you need anything

907
00:39:19,760 --> 00:39:23,520
Speaker 2: packaging and branding and tote bags and everything. Look up

908
00:39:23,520 --> 00:39:27,320
Speaker 2: Hero Packaging. I'm sure I'm sure you've seen Hero Packaging somewhere.

909
00:39:27,360 --> 00:39:29,520
Speaker 2: I'm sure you've bought from a business that came in

910
00:39:29,520 --> 00:39:32,440
Speaker 2: a Hero Packaging parcel. So thank you.

911
00:39:32,719 --> 00:39:33,200
Speaker 5: Check her out.

912
00:39:33,600 --> 00:39:35,840
Speaker 3: Thank you very much for having me anytime.