Speaker 1: The Rising Conquer Podcast acknowledges the traditional custodians of the
Speaker 1: land which this episode is being recorded, the Yugen Bear region.
Speaker 1: We further acknowledge country throughout Australia and their connections to land,
Speaker 1: sea and community. We pay our respect to their elders
Speaker 1: past and present and extend that respect to all Aboriginal
Speaker 1: and Terrestriid islander peoples today. Hello and welcome back to
Speaker 1: the Rising Conquer Podcasts. This is the podcast for ordinary
Speaker 1: people who want to do extraordinary.
Speaker 2: Things Black Friday.
Speaker 3: If you're an Econ brand who takes it seriously, it's
Speaker 3: not just sale right, it is as important as a
Speaker 3: product launch, like it's a huge marathon. It takes. It's
Speaker 3: the biggest marathon that we do all year. Not many
Speaker 3: activations take as much time and prep and thought as
Speaker 3: a sale like this.
Speaker 1: Hello and welcome back to the Rides and Conquer podcast.
Speaker 1: It is your host, Georgie Stevenson, lawyer turned entrepreneur, business owner,
Speaker 1: mum wife all the things. Today's episode is a juicy one.
Speaker 1: I sit down with Mel and we literally tell you
Speaker 1: our entire Black Friday strategy for naked harvest. So some
Speaker 1: of you may have already seen on socials, but there's
Speaker 1: a lot happening. We actually revealed last night that we
Speaker 1: have a mystery Moon Milk dropping that is limited edition
Speaker 1: only for Black Friday. Plus actually, I'm not even going
Speaker 1: to tell you, got to listen to the episode. Tears
Speaker 1: looking at me like, do not tell them? So yeah,
Speaker 1: we tell you literally our whole strategy. We get into
Speaker 1: what we do to actually prepare for, you know, a
Speaker 1: sale like this, because it's not just a sale, guys,
Speaker 1: it's an activation. There's so much that goes into it.
Speaker 1: If your marketing galley or a biz galley, or you
Speaker 1: just want to know the ins and outs of how
Speaker 1: a company would kind of prepare for something like this,
Speaker 1: you're going to love this episode.
Speaker 4: And they actually shared some secrets.
Speaker 1: So many secrets. Tea was like shocked, so many secrets.
Speaker 1: Mel has so many golden nuggets for you guys. So
Speaker 1: I just want to quickly jump in because when we
Speaker 1: were recording, me and Mel thought the episode was going
Speaker 1: live the day the sale starts, but then we went
Speaker 1: rogue and a Tea is like, I really want to
Speaker 1: post it before, so the RNC gang are getting the
Speaker 1: insight before the stale goes live. So you'll have a thing.
Speaker 1: Thank a Tea for that one. And Mel was like
Speaker 1: ah and we begged, literally had to beg Mel. So
Speaker 1: you're literally getting to hear everything before it even goes live.
Speaker 1: The sale starts on Tuesday. And if you do want
Speaker 1: to know you know how much percentage of what products
Speaker 1: are happening all the Secret Squirrel business, download our discovery guide.
Speaker 1: I'll put the link in the show notes. You'll get everything,
Speaker 1: and then that also puts you onto our vip list,
Speaker 1: and then during the episode you'll know that our vip
Speaker 1: list gets all the extras too. But again I'm not
Speaker 1: not gonna share it. But before we get into the show,
Speaker 1: let's very quickly a tr do our weekly recommendations.
Speaker 4: You go fuss mine is and I'm watching this purely
Speaker 4: on principle. I'm not sure if I like it yet.
Speaker 4: But a TV show on Netflix called Blockbuster, it's called
Speaker 4: Recommendations A tier. Yeah, no, it's good.
Speaker 1: I recommend people watch it out of principle too. What
Speaker 1: do you mean out of principle?
Speaker 4: So, Netflix, when they first started went to Blockbuster the
Speaker 4: company for investment.
Speaker 1: Do you know this story? Yes, that's so interesting and.
Speaker 4: Got turned down and you said, this is not happening.
Speaker 4: DVD's are going to be here forever. What are you
Speaker 4: doing with your life? This is a shit idea. And
Speaker 4: now they've actually released a Netflix original series of a
Speaker 4: sitcom of the last blockbuster to ever exist. And if
Speaker 4: you like like Brooklyn nine nine Superstar kind of vibe,
Speaker 4: you'll really love this show. I like them, I don't
Speaker 4: love them, but I am watching the show because it's
Speaker 4: it's good.
Speaker 1: Don't you just love the audacity?
Speaker 2: Yeah?
Speaker 1: Literally, I'm like, I'm going to give you the ratings
Speaker 1: for this.
Speaker 4: It's just on principle, if nothing else, that's my recommendation.
Speaker 1: What about you, guys. I've already recommended It Ends with
Speaker 1: Us by Colin Huber, and since then I have read
Speaker 1: two more of her books. I started It Ends with
Speaker 1: Us this week. Oh good, and it's like, I know,
Speaker 1: this is like a basic bitch recommendation because it's all
Speaker 1: over TikTok, and I'm a bit late to the game.
Speaker 1: I'm obsessed with here, like I love myself a romance
Speaker 1: novel now, and I just I can like I consumed
Speaker 1: then and I just got so involved. So I obviously
Speaker 1: read It Ends with Us and then the book after
Speaker 1: that is called It Starts with Us, which is like
Speaker 1: the sequel, not as juicy, but still beautiful. I then
Speaker 1: also just read Ugly Love by Colin Hoover.
Speaker 4: And which one, which one would you recommend over It
Speaker 4: Starts with Us or Ugly Love?
Speaker 1: I think I like Ugly Love better. It's so good.
Speaker 1: It's just beautiful. And then now I'm reading Verity, which
Speaker 1: is a thriller. Oh but like still still a romance novel.
Speaker 1: I'm told I'm only very at the start, so okay,
Speaker 1: I will let you know. But what I wanted to
Speaker 1: recommend is what I love about this is I don't
Speaker 1: go on social media. As soon as I put Ivy
Speaker 1: to bed, I get in bed, I put my little
Speaker 1: moisturize around my hand and feet because I'm a dry human.
Speaker 1: And then I read my book and boisterize.
Speaker 3: Let me get into that.
Speaker 1: Yeah, it's like we're old ladies.
Speaker 3: I love it.
Speaker 1: I love that I'm not the only one, but also
Speaker 1: self care. Yeah, and then I read my book and
Speaker 1: I just get engrossed and I'm obsessed and it's so
Speaker 1: good because I used to read self development books but
Speaker 1: then it used to make my mind go a big
Speaker 1: you know, I'd have all these big ideas right before
Speaker 1: I slept and then I would have a sleep as good.
Speaker 1: So this is amazing and I feel like I get
Speaker 1: lost in the book and it's beautiful and that's my recommendation.
Speaker 3: Amazing.
Speaker 1: All right, let's get into show. Guys. You're going to
Speaker 1: be obsessed with the sex side, all right, So what
Speaker 1: I want to get into mal I want to chat
Speaker 1: about our Black Friday strategy, cyber Monday, all that she'snit,
Speaker 1: but I also want to chat about things from you know,
Speaker 1: what we do just in general before a big sale or.
Speaker 3: You know, an activation that sort of been wanted me
Speaker 3: to tell them everything.
Speaker 1: I want you to, well, yes everything, No, I think it.
Speaker 1: I think it's so fun. Yeah, tell them because Georgie's
Speaker 1: our boss, and what do we know about her?
Speaker 3: She can't keep a secret.
Speaker 1: Guys, Why do is I love for all the campaign
Speaker 1: strategies making fun of me, honestly, but I just I
Speaker 1: think it's so interesting because people's you know, it's not
Speaker 1: going to take away from the campaign because people are
Speaker 1: still gonna want to see it. But it's just I
Speaker 1: love knowing, like you know, the ins and outs and
Speaker 1: how we did so fuck it, let's be super transparent.
Speaker 1: Let's tell them everything. And I'm pretty sure you did
Speaker 1: promise this and.
Speaker 3: I did, I did, I did.
Speaker 1: So look, we've got to deliver. So first of all,
Speaker 1: let's just get into it, because I want this to
Speaker 1: be like a quick to the pointp before you know,
Speaker 1: a big activation or this is like our biggest sale
Speaker 1: of the year. What do you do in prep to
Speaker 1: I guess, just get your mind around, you know, maybe
Speaker 1: targets we want to do, maybe some ideas, like what's
Speaker 1: the very.
Speaker 3: First thing you do? Okay, So the very first thing
Speaker 3: I do is I pull my entire strategy and I guess,
Speaker 3: like what we achieved from last year's Black Friday sales.
Speaker 3: So I do this six months. It's so midyear. I
Speaker 3: pull this in at the end of June. Once I
Speaker 3: end a financial year sale starts. That's when I start
Speaker 3: my Black Friday strategy planning. So I'll go and do
Speaker 3: an audit, a complete audit of our entire Black Friday
Speaker 3: strategy from the year before, and then from there, I
Speaker 3: actually have like a little Black Friday Black book. So
Speaker 3: during the Black Friday sale from the previous year, I
Speaker 3: am watching other brands like a hawk, and I'm seeing
Speaker 3: what they're doing as well, and I'm trying to pull
Speaker 3: ideas and just get my brain flowing for the year
Speaker 3: to follow. And I'm also looking at, you know, like
Speaker 3: how our strategy worked from last year, what we're our learnings,
Speaker 3: like what do we do really good? What did we
Speaker 3: not do really good? And I have this black book
Speaker 3: of ideas that I am creating literally not even just
Speaker 3: from Black Friday, Like I'm not just looking at that,
Speaker 3: I'm looking at ideas throughout the entire year. Anything that
Speaker 3: I think would be a really cool activation or a
Speaker 3: really cool promotion that doesn't really fit into our marketing
Speaker 3: calendar for the year, I'll save that in this book
Speaker 3: so that when I come to my Black Friday strategy,
Speaker 3: I already have a bank of ideas. I already have
Speaker 3: a bank of learnings even from like this can go
Speaker 3: into a product launch like what worked, what didn't, what
Speaker 3: people loved, what they didn't. And yeah, it's just this
Speaker 3: idea book basically where I start planning for the next sale.
Speaker 3: Is it a physical book or is it a Google
Speaker 3: It's a Google do Google doc. I barely have pens
Speaker 3: on my desk.
Speaker 1: My Christmas present to you, is just gonna be like
Speaker 1: a black book here you go go, No, it's a
Speaker 1: Google doc.
Speaker 3: But that's majority like where my strategy planning starts. So yeah,
Speaker 3: I just have a document of ideas every year that
Speaker 3: I go through. I love it.
Speaker 1: So first step, do it audit of the previous you know,
Speaker 1: time that you did a similar activation, see what worked,
Speaker 1: see didn't. And then also go back to your ideas
Speaker 1: Google doc where you're like, oh, what can we kind
Speaker 1: of do here to spice things up to make it
Speaker 1: a bit crazy?
Speaker 3: Absolutely, and then once you're doing the order as well,
Speaker 3: and you're kind of seeing where you landed at the
Speaker 3: end of the year and if you're going into things
Speaker 3: like your profit margins and what your sell through was
Speaker 3: and what you're expecting like. We then set huge.
Speaker 1: Goals, huge uplift goals, which targets targets which you know
Speaker 1: as you follow on and you start planning that strategy,
Speaker 1: you have to make sure that your strategy starts far
Speaker 1: enough in advance where you are taking care of all
Speaker 1: the little nitty gritty things that you essentially need to
Speaker 1: be able to hit that goal, Like it's not going
Speaker 1: to happen by magic. You have to have basically a
Speaker 1: plan and I actually the girls laugh at me, but
Speaker 1: every year I have a four or five phase plan
Speaker 1: that starts six months in advance and that covers literally
Speaker 1: every main thing that I think is like a weak
Speaker 1: link in our strategy or things that we need to
Speaker 1: improve on so that we can hit that huge goal.
Speaker 1: So when we're talking targets, run the audience through like
Speaker 1: what sort of targets are we looking at?
Speaker 3: Obviously I know, but okay, So in terms of targets,
Speaker 3: obviously we set like a gross budget budget that we
Speaker 3: want to hit more new at the end of that,
Speaker 3: it's the bottom line of any sale. And then I
Speaker 3: will set so kind of like growth targets across our
Speaker 3: main marketing channels that are our main sale drivers. Okay,
Speaker 3: So this goes into you know, how many people we
Speaker 3: want to have downloading and inside and subscribe to push
Speaker 3: on our app? Okay, so how yeah, how many users
Speaker 3: on the app we haven't how many users on the app?
Speaker 3: And then you know how many active profiles we have
Speaker 3: on Clavio through email and SMS, so essentially growing our database.
Speaker 3: How many people do we have there? How many people
Speaker 3: are we attracting to our main social channels. So that's Instagram,
Speaker 3: that's TikTok, that's our Facebook group. So yeah, I would
Speaker 3: look at our main traffic driver channels and I'd set
Speaker 3: growth growth targets for that.
Speaker 1: Yeah, and so something I know we do is you
Speaker 1: set those targets. And that's why we're planning so far
Speaker 1: ahead because it's then giving us time to do smaller
Speaker 1: activations to hit those targets for those channels exactly.
Speaker 3: So that's why I personally planned that far in advance.
Speaker 1: Well, you need to otherwise it can like, yeah, you can't.
Speaker 3: Roll if you if your goal is as big as outs,
Speaker 3: which most econ brands are during Black Friday, you can't
Speaker 3: make that happen in a month.
Speaker 1: So run us through maybe some smaller activations that we've
Speaker 1: done this year that have contributed to reaching those targets.
Speaker 1: And this is you know, before Black Friday even starts.
Speaker 3: So for example, if one of the main goals is
Speaker 3: to drive and just to be transparent, like our app goal,
Speaker 3: our app growth goal was double what we'd already had
Speaker 3: inside the app, so you know that's huge. For example,
Speaker 3: you know, creating app only emotions where we're using our
Speaker 3: organic marketing channels and our paid channels to drive people
Speaker 3: to download the app to get access to this offer
Speaker 3: that's app only. That's a strategy that we implemented.
Speaker 1: Then you've got things like the five K giveaway, where
Speaker 1: part of it was like a sweepstakes giveaway, so not
Speaker 1: only did they have to enter by opting in and
Speaker 1: essentially subscribing, they got extra points if they downloaded the app,
Speaker 1: followed us on Instagram, followed us on TikTok, joined the
Speaker 1: Facebook group.
Speaker 3: So that's a lead gen strategy.
Speaker 1: So we just recently did the Little Freebee, which is
Speaker 1: ah yes, so it's like obviously to get emails and
Speaker 1: in exchange, someone gets the one hundred activities to tick
Speaker 1: off on your summer vaka. I guess not Vaka but Holidays,
Speaker 1: which is just like a really fun little thing we did.
Speaker 3: It's so cute. Yeah, and then even it can go
Speaker 3: into like B to B partnerships that I just didn't
Speaker 3: think of, but it's something that we rolled out. So,
Speaker 3: you know, recently we collaborated with Lust Minerals and a
Speaker 3: bunch of other brands to put this like scratch and
Speaker 3: win order it. You know, if you wanted to win
Speaker 3: this prize you would subscribe and then all five brands
Speaker 3: are working together to build an email list that's then shared.
Speaker 1: So that's a strategy to build our email list. I'm
Speaker 1: so excited to see how that go same amazing. Okay,
Speaker 1: So that is like, that's very pre pre and that's
Speaker 1: literally happening, you know, six months before to increase those
Speaker 1: channels again to get us to your point where the
Speaker 1: Black Friday strategy then rolls out.
Speaker 3: Yeah, so that's part of the strategy, right. But something
Speaker 3: I'd also like to touch on is like it's all
Speaker 3: well and good to create these growth goals and have
Speaker 3: these people inside your channels as a potential new pool
Speaker 3: to sell to during your biggest sale of the year,
Speaker 3: but you then have to work on nurturing those customers.
Speaker 3: So how are you nurturing them towards Black Friday?
Speaker 1: Like?
Speaker 3: Are they customers who've been engaged but they've never purchased.
Speaker 3: How are you trying to get them to purchase? Are
Speaker 3: you pushing a sample packed to them? Are you giving
Speaker 3: them an exclusive offer? How are you trying to answer
Speaker 3: their objections to purchase so that they're coming to purchase?
Speaker 3: How are we trying to limit customer care questions, so
Speaker 3: that there's quot sessions around a product and there's reasons
Speaker 3: that they're not trying, they're not purchasing, you know, So
Speaker 3: how we nurturing those customers and also how we were
Speaker 3: rewarding loyalty. That's like a huge part of my strategy
Speaker 3: and the lead up to Black Friday is rewarding our
Speaker 3: loyal customers so that they are excited and they're engauged
Speaker 3: come Black Friday. Because Black Friday, if you're an e
Speaker 3: comm brand who takes this seriously, it's not just a sale, right,
Speaker 3: it is as important as a product launch, Like it's
Speaker 3: a huge marathon. It takes it's the biggest marathon that
Speaker 3: we do all year. Not many activations take as much
Speaker 3: time and prep and thought as a sale like this.
Speaker 1: I love that. So it's like, don't just think of
Speaker 1: this as a sale, think of this as a whole
Speaker 1: you know, marketing activation.
Speaker 3: Absolutely.
Speaker 1: Okay, amazing. So we've touched on sort of the pre
Speaker 1: the pre stuff. Let's get into our actual strategy. Tell
Speaker 1: we're going to tell them everything. So what did you
Speaker 1: want to put into the pre hype strategy?
Speaker 3: Okay, so part of our hype strategy, So this is
Speaker 3: like how you're priming your audience and how you're letting
Speaker 3: them know that your Black Friday sail is around the corner.
Speaker 3: So we start this seven to ten days out. One
Speaker 3: of our key drivers this sale is the Mystery Moon
Speaker 3: Milk and you will know about this because we will
Speaker 3: have been posting about this like crazy people during our
Speaker 3: hYP strategy. Yeah, and that is a huge driver. That's
Speaker 3: an app only release, so you have to download the
Speaker 3: app to get in there. And with an app, it's
Speaker 3: got a higher conversion value, So you want people who
Speaker 3: are loyal inside your app because the conversion is higher
Speaker 3: generally higher than your Shopify store. And can I just say, guys,
Speaker 3: this is probably I'm just gonna say it, go my
Speaker 3: favorite moonmilk flavor. Like you guys know I'm right or
Speaker 3: die Rocky Road, But holy shit, it's off, it's tits,
Speaker 3: it's wild, it's so wild, it's so good.
Speaker 1: And like, I just I love that this is our
Speaker 1: hype strategy and then just our Black Friday strategy because
Speaker 1: I just know no one's going to be disappointed, not
Speaker 1: one person.
Speaker 3: And the kicker is this is limitsed edition. We only
Speaker 3: have two thousand units, so if you're not getting it
Speaker 3: in Black Friday, You're not getting it.
Speaker 1: Yeah, so sad.
Speaker 3: Yeah, So that's kind of like our biggest driver for
Speaker 3: our promotion side of things. We have a very simple sale.
Speaker 3: It's up to fifty percent of site wide. We found
Speaker 3: in the past that with a sale that's too complicated,
Speaker 3: you really struggle to you get the online site traffic,
Speaker 3: but then the conversion doesn't reflect that.
Speaker 1: It's well, maybe let's just go straight into the sale
Speaker 1: and then we can kind of go you know, hype
Speaker 1: and during just because otherwise I guess it's not going
Speaker 1: to make sense. So obviously mystery Moon Milk app only
Speaker 1: new product kind of talk them through the mystery side
Speaker 1: of things. So how is it a mystery? How have
Speaker 1: we done it there? Okay, So the reason so.
Speaker 3: I got this idea literally during the middle of our
Speaker 3: Black Friday sale last year because I just we hadn't
Speaker 3: launched a moon milk flavor in a while, and we
Speaker 3: wanted to do something MIW milk related and I think
Speaker 3: I saw another brand do some sort of mystery product
Speaker 3: and this is when we tested it. So obviously for
Speaker 3: our mystery boxes, the boxes this year, that was the test, right,
Speaker 3: went off exactly, so then we knew that we just absolutely,
Speaker 3: without fail, had to do it for Black Friday. So yeah,
Speaker 3: and so what we've done is we put a sticker,
Speaker 3: oh right, yes, over the moon milk. So even when
Speaker 3: the person gets it in their order, like we hope
Speaker 3: that you try the flavor, the sticker says try me
Speaker 3: and then peel to reveal, So you get to try
Speaker 3: it before you reveal the flavor.
Speaker 1: Yeah, as soon as you taste it, you'll know exactly
Speaker 1: what it is. But I just it's so exciting. Yeah,
Speaker 1: us like giggling, smiling, giggling, like we are so smart. Well,
Speaker 1: it's just like I guess, it's like putting fun back
Speaker 1: into things, not just being like, hey, here's up. And
Speaker 1: if you're a marketer, like something like this gives you
Speaker 1: that edge over competitors during a sale, right, Like everyone
Speaker 1: can just have a percentage.
Speaker 3: Off or a dollar off or a gift with purchase.
Speaker 3: That's not really the exciting factor. We have to bring
Speaker 3: the excitement into a promotion like this. And yeah, one
Speaker 3: of the ways we're doing that is a mystery mim
Speaker 3: milk sale. So with our.
Speaker 1: Actual sale, like Mel said before, we've obviously tested out
Speaker 1: all the different ways we've done, you know, the tears
Speaker 1: we have to spend a certain amount and then get off,
Speaker 1: you know, a dollar amount we've done, just a flat percentage,
Speaker 1: we've done you know, all by buy one, go on free.
Speaker 1: We've tried everything, and we just honestly find a simple
Speaker 1: sale where people kind of don't have to pick, they
Speaker 1: can go have to enter discount codes to get the offer,
Speaker 1: like all of those little things that a customer needs
Speaker 1: to do to get this offer, like removing the barriers.
Speaker 3: Right so that it is so easy for them to
Speaker 3: come to our site, see their value purchase and then
Speaker 3: they're happy.
Speaker 1: Yeah, and then what we've done so and that's another
Speaker 1: thing too, is like someone who literally just wants to
Speaker 1: buy one product will get such a good deal, but
Speaker 1: then someone who wants to buy five products is going
Speaker 1: to get such amazing deal. So we're trying to hit everyone.
Speaker 1: And then also we are doing the bonus things on top, yes,
Speaker 1: and that's where the fund comes in. So yeah, we
Speaker 1: talked about moon milk, talk about the other bonuses we're
Speaker 1: doing all right, gals and boys.
Speaker 3: So I just kind of want to walk through, like
Speaker 3: during a sale like this, you've got your first three days,
Speaker 3: they are the hottest days for sales, right, and then
Speaker 3: you've got you know, your final hours. That's usually another
Speaker 3: huge peak during a sales period like this, but Black
Speaker 3: Friday is a marathon, it's not a sprint. And during
Speaker 3: that middle period, you've got these days where you really
Speaker 3: need to make the extra effort to keep the traffic
Speaker 3: coming to your site, to keep people converting, to keep
Speaker 3: people purchasing if you're going to hit those goals. So
Speaker 3: you have to think realistically, like what are the strategies
Speaker 3: that you're going to implement to uplift those sales on
Speaker 3: the slower days. One of the ways we've done that
Speaker 3: this year is to we've basically so we build relationships
Speaker 3: with other brands who have similar niches, but they're not
Speaker 3: in direct competition with us, similar customers, sorry I should
Speaker 3: say similar vibe. Yeah, So we have partnered with these
Speaker 3: brands to give our community these exclusive prizes. So this
Speaker 3: is in the form of a pink Ticket prize. So
Speaker 3: we have forty to give away this Black Friday sale,
Speaker 3: and we will be putting these random orders. They are stunning,
Speaker 3: and that's what we introduce mid sale. It's going to
Speaker 3: be filtered out during the sales, so people who purchase
Speaker 3: in the first few days aren't going to miss out.
Speaker 3: They're still in the draw to win. But that's an
Speaker 3: uplift strategy that's like, hey, we're not done. We've actually
Speaker 3: been giving prizes out throughout our sales whole time. We've
Speaker 3: got twenty left. Here you go, like, if you haven't
Speaker 3: made a purchase yet and you want to go in
Speaker 3: the draw to win an iPhone fourteen pro or a
Speaker 3: dice in hair curler, now's the time.
Speaker 1: And I love it too because the prizes are so like, yeah,
Speaker 1: I want an iPhone DA. So we've got obviously like
Speaker 1: some physical things that we've literally gone out and bought ourselves,
Speaker 1: like the iPhone, the dice in a couple other fun
Speaker 1: things I think we've got like an Apple watch and
Speaker 1: shoes and stuff.
Speaker 3: And then we've got you know, brain contributions from like
Speaker 3: Bang and Body, LSKD, Yeah, Last Echo, last Ye. So
Speaker 3: we have some really cool prizes from them.
Speaker 1: As well, and so we're literally putting them in orders
Speaker 1: from day dot obviously to make it very fair for everyone,
Speaker 1: but when we're strategically not telling them until midway through. Yeah,
Speaker 1: So then we see ye an uplift. Yeah, yep, amazing exactly. Guys.
Speaker 1: Let's be honest, when we're not sleeping, we're pretty much
Speaker 1: our worst selves. When Ivy wasn't sleeping as a newborn,
Speaker 1: I turned into just the worst. And she's sleeping now,
Speaker 1: but it just made me realize how important sleep is.
Speaker 1: And that's why my absolute holy grail and h product
Speaker 1: has to be Moon Milk. Moon milk was also my idea.
Speaker 1: Moon Milk is our functional blend of unique herbs, vitamins,
Speaker 1: minerals designed to relax your body and mind and have
Speaker 1: a calming effect on your nervous system. So we honestly
Speaker 1: have the most amazing testimonies from our enh gang and
Speaker 1: it has been reported to help people sleep at night,
Speaker 1: help them to wake up feeling energized, and just put
Speaker 1: them in a really, really great relaxed mood. So we
Speaker 1: have a whole bunch of delicious flavors available. My favorite
Speaker 1: is definitely Rocky Road, but I know the og is
Speaker 1: just everyone cannot go past it. Basically, Guys, Moon milk
Speaker 1: is vegan, gluten free, dairy free, or natural, and I
Speaker 1: would be using this product as obviously to help you
Speaker 1: relax and unwind. But also if you're like me where
Speaker 1: you just want to finish the night with something sweet.
Speaker 1: So this is like my go to. I've had dinner,
Speaker 1: I make myself a moon milk, I watch my Netflix,
Speaker 1: and I literally have the best sleep and wake up
Speaker 1: feeling refreshed. As always, guys, I have my potty form
Speaker 1: a cheeky discount. You can use Rise and Conquer podcasts
Speaker 1: at checkout for ten percent off. That is Rise and
Speaker 1: Conquer Podcasts spelled out completely. Of course that will be
Speaker 1: in the show notes, and of course you can shop
Speaker 1: at Naked Harvest Supplements dot com. All right, guys, let's
Speaker 1: get back into the episode as well.
Speaker 3: Things that you know are little on the smaller, more
Speaker 3: achievable side, if you're a smaller Econ brand or you're
Speaker 3: just starting out something that we do like for example,
Speaker 3: this year we say it through our hype strategy, but
Speaker 3: we're having more fun in the app. So if you've
Speaker 3: subscribed to our app, you're getting exclusive deals that you
Speaker 3: cannot get on any other channel. So you know Today
Speaker 3: only offers free gift with purchases you know exclusive, you know,
Speaker 3: extra dollar off, you're already discounted order yeap little things
Speaker 3: like the gifts. Yeah, so it's basically just ways that
Speaker 3: you can convert those customers who aren't who aren't quite there.
Speaker 3: They're close, but they haven't pulled the trigger. And then
Speaker 3: as well, you know, or you're like competitively loyal customers, right,
Speaker 3: but as well in you know, contradiction to that, like
Speaker 3: if you've got a customer who's new and engagement, hasn't
Speaker 3: purchased because they've you know, purchased from another brand before,
Speaker 3: you need to think of ways to cut through and
Speaker 3: to get them to purchase with you during Black Friday,
Speaker 3: not your breadators. Yeah.
Speaker 1: And then so another thing that is personal one of
Speaker 1: my favorite little marketing things. We've done this so much,
Speaker 1: but like our like race code sales.
Speaker 3: Yes, yes, so if you're listening to this and you're
Speaker 3: not subscribed conscribe, what are you doing? But basically we
Speaker 3: have these race sales in our for our EDM subscribers.
Speaker 3: So love how we have with these like things. It
Speaker 3: is fun to gamify things though people interested and gets
Speaker 3: people clicking on emails or clicking on push notifications or
Speaker 3: clicking on a post. Yep. But yeah, so what do
Speaker 3: they have to do for the race, they have to
Speaker 3: be one of the first. Like say, for example, during
Speaker 3: Black Friday, we will send out a race sale activation
Speaker 3: where we'll have which is an email email. We'll have
Speaker 3: four fifty dollars off coupon codes in that email, and
Speaker 3: you've got to be one of.
Speaker 1: The first four people.
Speaker 3: Who open up that email and apply the code to
Speaker 3: your car. And if you get it, you need to check.
Speaker 1: Out real fast, yeah, otherwise the codes go. So that's
Speaker 1: what we call like a race Salem stressful, I know.
Speaker 3: And you know it gets people clicking. But then in
Speaker 3: conjunction to that, if they miss out, they've got the
Speaker 3: full back offer of the already heavily discounted store, so
Speaker 3: they're not actually disappointed at the end of the day.
Speaker 3: They've got that full back off up. That's very important
Speaker 3: if you're doing a marketing activation like that.
Speaker 1: Yeah, are there any other smaller sort of activations that
Speaker 1: we're doing that, especially maybe a smaller business could implement.
Speaker 1: So on socials in our Facebook group, we have exclusive
Speaker 1: Black Friday bundles and we're going to give our community
Speaker 1: on their the chance to win one. So we're gonna
Speaker 1: have a giveaway little then on Instagram, for example, we
Speaker 1: do like a win.
Speaker 3: Your order backs. So if you place an order during
Speaker 3: our Black Friday sale on a certain day, screenshot your
Speaker 3: order guys and get ready because we will tell you
Speaker 3: when to tag us in your stories with your order
Speaker 3: confirmation and we'll pick one that day and we will
Speaker 3: literally refund your entire order. So little things like that
Speaker 3: just all part of the strategy. I love, very fun.
Speaker 1: Guys. Mel's getting so excited, right. It took me six
Speaker 1: months to plan this, so amazing. Okay, So the pre
Speaker 1: launch is obviously we're telling people about the what's the
Speaker 1: reason to shop with us? So that's when we're like, hey,
Speaker 1: we're actually launching a mystery Moon Moon milk. What's then
Speaker 1: kind of the strategy after that.
Speaker 3: So one of the biggest things we like to do
Speaker 3: is to get people to subscribe to our Black Friday
Speaker 3: vip list. So this is a customer segment that you
Speaker 3: can and then target differently to how you would target
Speaker 3: the rest of your consumers. So by subscribing to our
Speaker 3: vip list, you actually get the first exclusive look into
Speaker 3: our Black Friday sale. So we have a discovery guide
Speaker 3: that we send out in an email after you subscribe
Speaker 3: to that list. And that has literally all the information
Speaker 3: you need to know. So this is the first time
Speaker 3: you get the full insider look into the Black Friday
Speaker 3: Sale before we roll it out organically on our socials.
Speaker 1: Amazing. And then after the discovery guide, what are we
Speaker 1: doing then?
Speaker 3: So then we basically get them ready to launch. They're
Speaker 3: encouraged to create a wish list, they're encouraged to you know,
Speaker 3: they are encouraged to download our app. They literally think,
Speaker 3: we get them to do all the things so that
Speaker 3: they are one hundred percent ready come sale to make
Speaker 3: that purchase. And they obviously they know the dates, they
Speaker 3: know all the detailer everything, I know, the discount and
Speaker 3: everything like that.
Speaker 1: Amazing. Okay, So then the sale has started, we've obviously,
Speaker 1: you know, told people about what's on the you know,
Speaker 1: on sorry, the discounts and what's on the app. And
Speaker 1: I know something you know we do do is we
Speaker 1: don't tell them everything. It's like, go check out the
Speaker 1: website because we want to get them on the website.
Speaker 1: What's some other things we do, like on the really
Speaker 1: initial days, I know, like you were just saying, the
Speaker 1: first three days, which is the most important.
Speaker 3: So the first three days, when you've got your sale.
Speaker 3: It's not actually way you need to put in the
Speaker 3: majority of your effort, right, Like people during your hype strategy,
Speaker 3: you should have done such a good job that those
Speaker 3: first three days customers know you're having a sale and
Speaker 3: they're ready to purchase. It's only in that middle period,
Speaker 3: not only but it's in that middle period where we're
Speaker 3: really starting to get creative to get that uplift.
Speaker 1: All right, So let's just answer some last little questions.
Speaker 1: These are just some questions that we've had from the community.
Speaker 1: So when you're like planning targets, I obviously know this
Speaker 1: is something that you know, we have a discussion about,
Speaker 1: but how do you kind of do that from a
Speaker 1: very strategic you know, looking at the previous year sort.
Speaker 3: Of Well, I would say, you know, like what did
Speaker 3: we do, Yeah, like what did you actually make from
Speaker 3: last year's Black Friday sale? And what was the uplift
Speaker 3: from the previous sale, like so that you can get
Speaker 3: that projection, right, so you can kind of see like
Speaker 3: we're on track to reach that again the following year.
Speaker 3: So then when you take a look at that, then
Speaker 3: it's up to me, George Coop and Alex who's our
Speaker 3: operations manager, we look at, you know, how much dock
Speaker 3: we have to order during to make sure that we
Speaker 3: can get through that sale and we can hit that goal,
Speaker 3: and then we have to figure out, like how much
Speaker 3: do we have to make for that for us to
Speaker 3: place all those orders during the year for us to
Speaker 3: break even and then get our ideal profit margin. So
Speaker 3: we have to think about it very strategically because if
Speaker 3: you've placed all these orders with your manufacturers to deliver
Speaker 3: this product by a certain date and then you're not
Speaker 3: selling through that product, you're left for the full warehouse
Speaker 3: and you've just lost hundreds of thousands of dollars. Well,
Speaker 3: also more.
Speaker 1: I think something to touch on, and this is something
Speaker 1: that we've always been very conscious of and people will
Speaker 1: know this. With our sales, you don't see us do
Speaker 1: a super super high percentage off because we would not
Speaker 1: be making a profit and there would be like no point.
Speaker 1: That's just like not the way you know, we do things.
Speaker 1: So that's also another thing is like if you are
Speaker 1: doing a Black Friday sale or big activation, you've got
Speaker 1: to really make sure you know the numbers and you're
Speaker 1: kind of not like churning the gears and then you
Speaker 1: look at the actual profit and you're like, yeah, fuck exactly.
Speaker 3: So you look at your gross and you're like, yeah,
Speaker 3: that's amazing, and then you look at your net and
Speaker 3: you're like oh.
Speaker 1: And like like high volume doesn't always mean best, so
Speaker 1: that's like something you do have to be very conscious
Speaker 1: of exactly. But do you want to just say so,
Speaker 1: I know, last Black Friday, we tripled what we make called.
Speaker 3: Our net revenue from the previous year, so we had
Speaker 3: to set.
Speaker 1: It was the girl year. We had to start a
Speaker 1: realistic goal.
Speaker 3: You know, you have to factor in a lot of things,
Speaker 3: like this year has been interesting for eCOM. It's we've
Speaker 3: seen definitely a slower burn than we did the previous year.
Speaker 3: So yeah, transparently, I think we've got around one hundred
Speaker 3: and twenty percent uplift goal of this year, which is
Speaker 3: double on a bit.
Speaker 1: It's a bit scary. Yeah, and also I feel like
Speaker 1: some of that goal, like it honestly kind of doesn't
Speaker 1: even make sense with how this year is gone.
Speaker 3: But we've just gone fuck it, but we're like we
Speaker 3: can do it. Something I would do though, Like if
Speaker 3: you're an e comm business owner and you're listening to this,
Speaker 3: something I would really consider, is I don't just set
Speaker 3: that goal and then hope we get there at the
Speaker 3: end of the sale. Like I will quite literally break
Speaker 3: down the entire month of November and you set daily
Speaker 3: budget targets, yeah, to see if you're on track, and
Speaker 3: you kind of look daily what sales did you make
Speaker 3: each day of November last year? And where can we
Speaker 3: where can we spend, where can we you know, put
Speaker 3: money into paid where can we you know, I've got
Speaker 3: a list on our whiteboard of our organic and paid
Speaker 3: marketing channels. We have around fifteen channels. There's a list there,
Speaker 3: and right next to it is a bunch of content
Speaker 3: angles so that we'll drive traffic, we'll drive conversion, and
Speaker 3: we will filter that out throughout our sale, like during
Speaker 3: the sale, like I'll come in every day at seven thirty,
Speaker 3: I'll look at the previous day and I'll say, this
Speaker 3: is where we need to improve on this day. Like
Speaker 3: it's actually not set in stone and you just hope
Speaker 3: that you get there, Like it quite literally is broken
Speaker 3: down day by day and you're reevaluating every day.
Speaker 1: Well. Even that's something me and mel were discussing in
Speaker 1: one of our meetings because last Black Friday, I was
Speaker 1: literally giving birth.
Speaker 3: She quite literally was giving birth. I think the day
Speaker 3: after Black Friday started, told me she was in hospital,
Speaker 3: like on Black Friday.
Speaker 1: Yeah, do not contact me. I'm giving birth. So last
Speaker 1: Black Friday we were we had planned so far in advance,
Speaker 1: obviously percize pregnant, and it was very different and it
Speaker 1: was like very planned and that's it. But something that
Speaker 1: we're doing this year, we want to be more reactive. Yeah,
Speaker 1: And so me and Mel literally every day of Black Friday,
Speaker 1: like we said, we're gonna have that little meeting and
Speaker 1: just assess. And so Mel's got all her channels out with,
Speaker 1: got all our content, content ideas, but also, like you said,
Speaker 1: like be reactive where it's like literally okay, we can
Speaker 1: see you know a drop, Yeah, where's.
Speaker 3: Something, Yeah, like we can see you know, our site
Speaker 3: traffic was nuts, but our conversion rate didn't reflect that.
Speaker 3: How can we get people to convert on our site?
Speaker 3: Is there something that we need to put on our
Speaker 3: website to get that conversion or alternatively, are we just
Speaker 3: not getting the site traffic that we need to. It
Speaker 3: means we're not hitting our marketing channels. Those channels or
Speaker 3: the paid channels, and we're not driving enough traffic over
Speaker 3: to our site in the first place. How can we
Speaker 3: do that? Where can we filter in these content angles?
Speaker 3: Where can we push harder in that list of fifteen channels?
Speaker 1: And it's going to be very interesting because I'm interested
Speaker 1: to know if it does. Obviously I hope it does,
Speaker 1: but if it does make a difference being so reactive
Speaker 1: day to day rather than almost just like setting and
Speaker 1: forgetting it, which has obviously done so well previously too.
Speaker 1: So that's also something new we're trying. Is there anything
Speaker 1: else new we're trying this year that you're like, I'm
Speaker 1: really interested to see how this goes.
Speaker 3: Something we're doing this year is it's the discounts, for example,
Speaker 3: are automatic on the site. You don't have to apply
Speaker 3: a code to that, so that we're really taking away
Speaker 3: those barriers for people to get the discounts. So we
Speaker 3: are locking a site for twenty four hours before the
Speaker 3: sale starts so we can get our site prepared and
Speaker 3: ready so that come Black Friday, so you literally won't
Speaker 3: be able to purchase or get on our site for
Speaker 3: the whole twenty four hours. That means zero sales for
Speaker 3: the entire day before Black Friday exciting. Yeah, I'm like cool.
Speaker 3: We can't like cool?
Speaker 1: Yeap our tears just asked, what is your favorite Black
Speaker 1: Friday strategy that we haven't done that you've seen other
Speaker 1: people do.
Speaker 3: Something that I think is really smart that I actually
Speaker 3: saw last year was I think it was Muscle Nation.
Speaker 3: They during their sale one of the biggest incentives to
Speaker 3: purchase was they were giving away ten thousand dollars. So
Speaker 3: the more I remember, say, for example, fifty dollars equaled
Speaker 3: one point equal to one entry yep, so you had
Speaker 3: to purchase, like it drove us. Not only did it
Speaker 3: drive up AOV, but it was like, shit, I got
Speaker 3: to get my hat in the ring. I've got to
Speaker 3: make a purchase so that my hat's in the ring
Speaker 3: doing ten thousand dollars. So that's a really really It
Speaker 3: kind of reminded me of our New Beginning Scrant strategy,
Speaker 3: but it was centered around a sale, which really realistically like,
Speaker 3: if you want legion and if you want conversion, that's
Speaker 3: the best time to do it. So I did froth
Speaker 3: that one love might try it.
Speaker 1: Whoa whoa, whoa, whoa whoa. I love So I feel like, yeah,
Speaker 1: I feel like we've gone through everything so insightful. We've
Speaker 1: literally just told you, guys, everything no gate keeping here.
Speaker 3: In up to fifty percent off sit wide and you
Speaker 3: can purchase our mystery mid milk through the app. Guys,
Speaker 3: it's going to sell out. You have to get on it.
Speaker 3: If you don't, you're going to be very disappointed when
Speaker 3: you see everyone else trying it and we're reposting their
Speaker 3: fun stuff. And also just what I like if you've
Speaker 3: gotten not a lot happening in your life, Like what
Speaker 3: a fun thing? So fun?
Speaker 1: And I also like as you try it, before you
Speaker 1: peel off the sticker, try and guess the flavor and
Speaker 1: then like message me yeah mensage us on Instagram and
Speaker 1: I and tell us because I'm like genuinely, I'm like.
Speaker 3: Same, so so excited. I'm so excited. The team actually
Speaker 3: we haven't let them try yet, so like you're listening
Speaker 3: to this, we're recording this, what two weeks ago from
Speaker 3: when you're listening this, Yeah, a couple Georgie Cooper and
Speaker 3: I and I think a couple of other team members
Speaker 3: have but not everyone's tried it, and where this week
Speaker 3: we're getting them to do a first impressions, which we
Speaker 3: are going to post, which will be so really interesting
Speaker 3: to see what their impressions are. I know I can't waiting,
Speaker 3: and it is like it is the best time because
Speaker 3: I know this year it's been a lot, and you
Speaker 3: know we want you to get a deal and this
Speaker 3: is the best guy anything. Get your presies.
Speaker 1: Such a good Christmass.
Speaker 3: That's actually seven weeks until Christmas. I think, get your
Speaker 3: Christmas shopping sorted. Something I said to Ellie is like
Speaker 3: Black Friday sales. Can you remind me to do my Christmas? Absolutely?
Speaker 3: I'm steady early November when I'm sure, because I don't
Speaker 3: want to do it in December. Things are sold out
Speaker 3: and they don't come in time post off day.
Speaker 1: Way you can catch me to shopping center December. No chance,
Speaker 1: no chance, no chance. All right, my love, Thank you
Speaker 1: so much for joining us. It's always so much fun.
Speaker 1: But I hope you guys enjoyed this, and please let
Speaker 1: us know if you like these, like very transparent here's
Speaker 1: our strategy sort of episodes, because yeah, they're a bit
Speaker 1: of fun. Helping his sister out enjoy Thanks so much,
Speaker 1: Thank you so much for listening to another episode of
Speaker 1: the Rise and Conquer podcast. If you enjoyed it and
Speaker 1: want more, come connect with us on Instagram at Rise
Speaker 1: Andconquer dot podcast and join our Facebook discussion group, a
Speaker 1: Rise and Concer podcast community. We're an independent podcast and
Speaker 1: we have a small team, so we do appreciate your
Speaker 1: time and support. If you have a spare moment, a
Speaker 1: follow or subscribe on whatever platform you listen to would
Speaker 1: be so amazing, And look, if you're feeling extra kind,
Speaker 1: a review on Apple Podcasts would be great.