WEBVTT - Here’s our entire NH Black Friday Strategy 🖤 0:00:00.400 --> 0:00:04.600 The Rising Conquer Podcast acknowledges the traditional custodians of the 0:00:04.720 --> 0:00:08.320 land which this episode is being recorded, the Yugen Bear region. 0:00:08.960 --> 0:00:13.360 We further acknowledge country throughout Australia and their connections to land, 0:00:13.560 --> 0:00:16.880 sea and community. We pay our respect to their elders 0:00:16.960 --> 0:00:20.920 past and present and extend that respect to all Aboriginal 0:00:21.000 --> 0:00:34.199 and Terrestriid islander peoples today. Hello and welcome back to 0:00:34.240 --> 0:00:38.040 the Rising Conquer Podcasts. This is the podcast for ordinary 0:00:38.120 --> 0:00:41.120 people who want to do extraordinary. 0:00:40.280 --> 0:00:50.960 Things Black Friday. 0:00:51.040 --> 0:00:53.440 If you're an Econ brand who takes it seriously, it's 0:00:53.560 --> 0:00:56.600 not just sale right, it is as important as a 0:00:56.600 --> 0:01:00.520 product launch, like it's a huge marathon. It takes. It's 0:01:00.560 --> 0:01:03.080 the biggest marathon that we do all year. Not many 0:01:03.320 --> 0:01:06.160 activations take as much time and prep and thought as 0:01:06.200 --> 0:01:06.920 a sale like this. 0:01:12.319 --> 0:01:15.600 Hello and welcome back to the Rides and Conquer podcast. 0:01:15.800 --> 0:01:20.440 It is your host, Georgie Stevenson, lawyer turned entrepreneur, business owner, 0:01:20.720 --> 0:01:26.920 mum wife all the things. Today's episode is a juicy one. 0:01:27.480 --> 0:01:30.759 I sit down with Mel and we literally tell you 0:01:31.080 --> 0:01:36.119 our entire Black Friday strategy for naked harvest. So some 0:01:36.200 --> 0:01:39.880 of you may have already seen on socials, but there's 0:01:39.920 --> 0:01:43.360 a lot happening. We actually revealed last night that we 0:01:43.480 --> 0:01:48.040 have a mystery Moon Milk dropping that is limited edition 0:01:48.440 --> 0:01:52.480 only for Black Friday. Plus actually, I'm not even going 0:01:52.560 --> 0:01:55.440 to tell you, got to listen to the episode. Tears 0:01:55.480 --> 0:01:57.920 looking at me like, do not tell them? So yeah, 0:01:58.040 --> 0:02:00.800 we tell you literally our whole strategy. We get into 0:02:01.120 --> 0:02:04.640 what we do to actually prepare for, you know, a 0:02:04.840 --> 0:02:07.600 sale like this, because it's not just a sale, guys, 0:02:07.640 --> 0:02:10.480 it's an activation. There's so much that goes into it. 0:02:10.919 --> 0:02:14.600 If your marketing galley or a biz galley, or you 0:02:14.919 --> 0:02:17.639 just want to know the ins and outs of how 0:02:17.680 --> 0:02:20.399 a company would kind of prepare for something like this, 0:02:21.080 --> 0:02:24.320 you're going to love this episode. 0:02:24.560 --> 0:02:27.680 And they actually shared some secrets. 0:02:27.360 --> 0:02:32.160 So many secrets. Tea was like shocked, so many secrets. 0:02:32.200 --> 0:02:35.200 Mel has so many golden nuggets for you guys. So 0:02:35.280 --> 0:02:37.440 I just want to quickly jump in because when we 0:02:37.440 --> 0:02:40.799 were recording, me and Mel thought the episode was going 0:02:40.880 --> 0:02:43.639 live the day the sale starts, but then we went 0:02:43.840 --> 0:02:46.239 rogue and a Tea is like, I really want to 0:02:46.280 --> 0:02:49.040 post it before, so the RNC gang are getting the 0:02:49.080 --> 0:02:51.520 insight before the stale goes live. So you'll have a thing. 0:02:52.200 --> 0:02:54.320 Thank a Tea for that one. And Mel was like 0:02:54.760 --> 0:02:59.880 ah and we begged, literally had to beg Mel. So 0:03:00.240 --> 0:03:03.720 you're literally getting to hear everything before it even goes live. 0:03:03.800 --> 0:03:08.280 The sale starts on Tuesday. And if you do want 0:03:08.280 --> 0:03:12.000 to know you know how much percentage of what products 0:03:12.000 --> 0:03:16.840 are happening all the Secret Squirrel business, download our discovery guide. 0:03:16.880 --> 0:03:19.200 I'll put the link in the show notes. You'll get everything, 0:03:19.280 --> 0:03:22.040 and then that also puts you onto our vip list, 0:03:22.400 --> 0:03:25.320 and then during the episode you'll know that our vip 0:03:25.520 --> 0:03:29.120 list gets all the extras too. But again I'm not 0:03:29.120 --> 0:03:33.120 not gonna share it. But before we get into the show, 0:03:33.280 --> 0:03:36.680 let's very quickly a tr do our weekly recommendations. 0:03:36.760 --> 0:03:40.480 You go fuss mine is and I'm watching this purely 0:03:40.520 --> 0:03:42.640 on principle. I'm not sure if I like it yet. 0:03:42.680 --> 0:03:46.440 But a TV show on Netflix called Blockbuster, it's called 0:03:46.520 --> 0:03:49.560 Recommendations A tier. Yeah, no, it's good. 0:03:49.680 --> 0:03:52.480 I recommend people watch it out of principle too. What 0:03:52.480 --> 0:03:53.520 do you mean out of principle? 0:03:53.840 --> 0:03:58.120 So, Netflix, when they first started went to Blockbuster the 0:03:58.160 --> 0:03:59.600 company for investment. 0:03:59.880 --> 0:04:02.360 Do you know this story? Yes, that's so interesting and. 0:04:02.440 --> 0:04:05.000 Got turned down and you said, this is not happening. 0:04:05.080 --> 0:04:06.920 DVD's are going to be here forever. What are you 0:04:06.960 --> 0:04:09.520 doing with your life? This is a shit idea. And 0:04:10.080 --> 0:04:13.840 now they've actually released a Netflix original series of a 0:04:13.920 --> 0:04:18.640 sitcom of the last blockbuster to ever exist. And if 0:04:18.640 --> 0:04:22.080 you like like Brooklyn nine nine Superstar kind of vibe, 0:04:22.120 --> 0:04:25.279 you'll really love this show. I like them, I don't 0:04:25.320 --> 0:04:27.320 love them, but I am watching the show because it's 0:04:27.640 --> 0:04:28.080 it's good. 0:04:28.120 --> 0:04:29.520 Don't you just love the audacity? 0:04:29.680 --> 0:04:29.880 Yeah? 0:04:29.960 --> 0:04:32.479 Literally, I'm like, I'm going to give you the ratings 0:04:32.480 --> 0:04:32.760 for this. 0:04:32.839 --> 0:04:37.039 It's just on principle, if nothing else, that's my recommendation. 0:04:37.160 --> 0:04:42.159 What about you, guys. I've already recommended It Ends with 0:04:42.279 --> 0:04:46.560 Us by Colin Huber, and since then I have read 0:04:47.120 --> 0:04:49.560 two more of her books. I started It Ends with 0:04:49.640 --> 0:04:52.440 Us this week. Oh good, and it's like, I know, 0:04:52.520 --> 0:04:55.400 this is like a basic bitch recommendation because it's all 0:04:55.400 --> 0:04:57.279 over TikTok, and I'm a bit late to the game. 0:04:58.440 --> 0:05:02.279 I'm obsessed with here, like I love myself a romance 0:05:02.320 --> 0:05:06.560 novel now, and I just I can like I consumed 0:05:06.640 --> 0:05:10.520 then and I just got so involved. So I obviously 0:05:10.560 --> 0:05:12.560 read It Ends with Us and then the book after 0:05:12.640 --> 0:05:14.719 that is called It Starts with Us, which is like 0:05:14.760 --> 0:05:18.920 the sequel, not as juicy, but still beautiful. I then 0:05:19.040 --> 0:05:22.760 also just read Ugly Love by Colin Hoover. 0:05:23.040 --> 0:05:25.520 And which one, which one would you recommend over It 0:05:25.560 --> 0:05:27.000 Starts with Us or Ugly Love? 0:05:27.760 --> 0:05:31.120 I think I like Ugly Love better. It's so good. 0:05:31.520 --> 0:05:35.800 It's just beautiful. And then now I'm reading Verity, which 0:05:36.040 --> 0:05:40.960 is a thriller. Oh but like still still a romance novel. 0:05:40.960 --> 0:05:44.320 I'm told I'm only very at the start, so okay, 0:05:44.360 --> 0:05:46.720 I will let you know. But what I wanted to 0:05:46.760 --> 0:05:51.280 recommend is what I love about this is I don't 0:05:51.320 --> 0:05:53.760 go on social media. As soon as I put Ivy 0:05:53.800 --> 0:05:55.719 to bed, I get in bed, I put my little 0:05:55.720 --> 0:05:57.920 moisturize around my hand and feet because I'm a dry human. 0:05:58.240 --> 0:06:01.080 And then I read my book and boisterize. 0:06:01.160 --> 0:06:01.960 Let me get into that. 0:06:02.760 --> 0:06:04.200 Yeah, it's like we're old ladies. 0:06:04.200 --> 0:06:04.640 I love it. 0:06:04.680 --> 0:06:06.960 I love that I'm not the only one, but also 0:06:07.160 --> 0:06:09.800 self care. Yeah, and then I read my book and 0:06:09.839 --> 0:06:12.839 I just get engrossed and I'm obsessed and it's so 0:06:12.920 --> 0:06:15.159 good because I used to read self development books but 0:06:15.160 --> 0:06:17.360 then it used to make my mind go a big 0:06:17.720 --> 0:06:19.720 you know, I'd have all these big ideas right before 0:06:19.720 --> 0:06:22.320 I slept and then I would have a sleep as good. 0:06:23.000 --> 0:06:25.440 So this is amazing and I feel like I get 0:06:25.480 --> 0:06:28.840 lost in the book and it's beautiful and that's my recommendation. 0:06:29.120 --> 0:06:29.640 Amazing. 0:06:29.880 --> 0:06:32.640 All right, let's get into show. Guys. You're going to 0:06:32.960 --> 0:06:39.720 be obsessed with the sex side, all right, So what 0:06:39.800 --> 0:06:41.760 I want to get into mal I want to chat 0:06:41.800 --> 0:06:45.880 about our Black Friday strategy, cyber Monday, all that she'snit, 0:06:46.600 --> 0:06:49.600 but I also want to chat about things from you know, 0:06:49.920 --> 0:06:54.240 what we do just in general before a big sale or. 0:06:54.400 --> 0:06:56.599 You know, an activation that sort of been wanted me 0:06:56.640 --> 0:06:57.440 to tell them everything. 0:06:57.680 --> 0:07:02.920 I want you to, well, yes everything, No, I think it. 0:07:03.160 --> 0:07:08.120 I think it's so fun. Yeah, tell them because Georgie's 0:07:08.160 --> 0:07:09.600 our boss, and what do we know about her? 0:07:10.200 --> 0:07:11.400 She can't keep a secret. 0:07:11.920 --> 0:07:15.600 Guys, Why do is I love for all the campaign 0:07:16.320 --> 0:07:22.440 strategies making fun of me, honestly, but I just I 0:07:22.440 --> 0:07:25.200 think it's so interesting because people's you know, it's not 0:07:25.240 --> 0:07:27.240 going to take away from the campaign because people are 0:07:27.240 --> 0:07:29.680 still gonna want to see it. But it's just I 0:07:29.720 --> 0:07:32.480 love knowing, like you know, the ins and outs and 0:07:32.520 --> 0:07:36.200 how we did so fuck it, let's be super transparent. 0:07:36.480 --> 0:07:39.360 Let's tell them everything. And I'm pretty sure you did 0:07:39.360 --> 0:07:40.080 promise this and. 0:07:40.040 --> 0:07:41.000 I did, I did, I did. 0:07:41.560 --> 0:07:43.840 So look, we've got to deliver. So first of all, 0:07:43.880 --> 0:07:45.320 let's just get into it, because I want this to 0:07:45.320 --> 0:07:49.000 be like a quick to the pointp before you know, 0:07:49.120 --> 0:07:52.200 a big activation or this is like our biggest sale 0:07:52.240 --> 0:07:55.560 of the year. What do you do in prep to 0:07:56.000 --> 0:07:58.960 I guess, just get your mind around, you know, maybe 0:07:59.000 --> 0:08:01.440 targets we want to do, maybe some ideas, like what's 0:08:01.480 --> 0:08:02.239 the very. 0:08:02.120 --> 0:08:05.240 First thing you do? Okay, So the very first thing 0:08:05.280 --> 0:08:09.520 I do is I pull my entire strategy and I guess, 0:08:09.560 --> 0:08:12.640 like what we achieved from last year's Black Friday sales. 0:08:12.640 --> 0:08:16.920 So I do this six months. It's so midyear. I 0:08:16.960 --> 0:08:19.240 pull this in at the end of June. Once I 0:08:19.320 --> 0:08:21.400 end a financial year sale starts. That's when I start 0:08:21.400 --> 0:08:23.560 my Black Friday strategy planning. So I'll go and do 0:08:23.720 --> 0:08:26.280 an audit, a complete audit of our entire Black Friday 0:08:26.280 --> 0:08:29.480 strategy from the year before, and then from there, I 0:08:29.520 --> 0:08:32.600 actually have like a little Black Friday Black book. So 0:08:33.080 --> 0:08:36.640 during the Black Friday sale from the previous year, I 0:08:36.679 --> 0:08:40.120 am watching other brands like a hawk, and I'm seeing 0:08:40.240 --> 0:08:43.800 what they're doing as well, and I'm trying to pull 0:08:43.960 --> 0:08:47.120 ideas and just get my brain flowing for the year 0:08:47.280 --> 0:08:50.360 to follow. And I'm also looking at, you know, like 0:08:50.559 --> 0:08:53.160 how our strategy worked from last year, what we're our learnings, 0:08:53.200 --> 0:08:54.960 like what do we do really good? What did we 0:08:55.080 --> 0:08:57.320 not do really good? And I have this black book 0:08:57.320 --> 0:08:59.960 of ideas that I am creating literally not even just 0:09:00.040 --> 0:09:01.840 from Black Friday, Like I'm not just looking at that, 0:09:01.920 --> 0:09:04.480 I'm looking at ideas throughout the entire year. Anything that 0:09:04.559 --> 0:09:07.160 I think would be a really cool activation or a 0:09:07.200 --> 0:09:10.360 really cool promotion that doesn't really fit into our marketing 0:09:10.360 --> 0:09:13.080 calendar for the year, I'll save that in this book 0:09:13.160 --> 0:09:15.480 so that when I come to my Black Friday strategy, 0:09:15.640 --> 0:09:17.679 I already have a bank of ideas. I already have 0:09:17.720 --> 0:09:19.920 a bank of learnings even from like this can go 0:09:20.000 --> 0:09:22.640 into a product launch like what worked, what didn't, what 0:09:22.640 --> 0:09:25.280 people loved, what they didn't. And yeah, it's just this 0:09:25.400 --> 0:09:29.160 idea book basically where I start planning for the next sale. 0:09:29.200 --> 0:09:30.880 Is it a physical book or is it a Google 0:09:31.040 --> 0:09:35.559 It's a Google do Google doc. I barely have pens 0:09:35.600 --> 0:09:36.080 on my desk. 0:09:37.000 --> 0:09:38.840 My Christmas present to you, is just gonna be like 0:09:38.840 --> 0:09:43.280 a black book here you go go, No, it's a 0:09:43.320 --> 0:09:43.959 Google doc. 0:09:44.280 --> 0:09:48.160 But that's majority like where my strategy planning starts. So yeah, 0:09:48.280 --> 0:09:51.200 I just have a document of ideas every year that 0:09:51.280 --> 0:09:52.640 I go through. I love it. 0:09:52.679 --> 0:09:56.400 So first step, do it audit of the previous you know, 0:09:56.520 --> 0:09:59.680 time that you did a similar activation, see what worked, 0:09:59.720 --> 0:10:03.199 see didn't. And then also go back to your ideas 0:10:03.640 --> 0:10:06.360 Google doc where you're like, oh, what can we kind 0:10:06.360 --> 0:10:08.680 of do here to spice things up to make it 0:10:08.720 --> 0:10:09.400 a bit crazy? 0:10:09.520 --> 0:10:12.160 Absolutely, and then once you're doing the order as well, 0:10:12.160 --> 0:10:13.679 and you're kind of seeing where you landed at the 0:10:13.760 --> 0:10:15.600 end of the year and if you're going into things 0:10:15.640 --> 0:10:18.600 like your profit margins and what your sell through was 0:10:18.640 --> 0:10:21.880 and what you're expecting like. We then set huge. 0:10:21.559 --> 0:10:26.920 Goals, huge uplift goals, which targets targets which you know 0:10:27.040 --> 0:10:29.760 as you follow on and you start planning that strategy, 0:10:29.880 --> 0:10:32.280 you have to make sure that your strategy starts far 0:10:32.360 --> 0:10:35.800 enough in advance where you are taking care of all 0:10:35.920 --> 0:10:39.680 the little nitty gritty things that you essentially need to 0:10:39.880 --> 0:10:41.400 be able to hit that goal, Like it's not going 0:10:41.480 --> 0:10:44.080 to happen by magic. You have to have basically a 0:10:44.120 --> 0:10:46.040 plan and I actually the girls laugh at me, but 0:10:46.160 --> 0:10:49.080 every year I have a four or five phase plan 0:10:49.160 --> 0:10:53.080 that starts six months in advance and that covers literally 0:10:53.520 --> 0:10:55.880 every main thing that I think is like a weak 0:10:56.000 --> 0:10:58.000 link in our strategy or things that we need to 0:10:58.040 --> 0:11:00.840 improve on so that we can hit that huge goal. 0:11:01.280 --> 0:11:04.679 So when we're talking targets, run the audience through like 0:11:04.920 --> 0:11:07.400 what sort of targets are we looking at? 0:11:07.760 --> 0:11:11.840 Obviously I know, but okay, So in terms of targets, 0:11:11.840 --> 0:11:15.880 obviously we set like a gross budget budget that we 0:11:15.920 --> 0:11:19.079 want to hit more new at the end of that, 0:11:19.160 --> 0:11:22.640 it's the bottom line of any sale. And then I 0:11:22.920 --> 0:11:26.800 will set so kind of like growth targets across our 0:11:26.840 --> 0:11:30.800 main marketing channels that are our main sale drivers. Okay, 0:11:30.960 --> 0:11:34.679 So this goes into you know, how many people we 0:11:34.760 --> 0:11:38.920 want to have downloading and inside and subscribe to push 0:11:38.960 --> 0:11:42.000 on our app? Okay, so how yeah, how many users 0:11:42.040 --> 0:11:44.080 on the app we haven't how many users on the app? 0:11:44.120 --> 0:11:47.160 And then you know how many active profiles we have 0:11:47.400 --> 0:11:51.439 on Clavio through email and SMS, so essentially growing our database. 0:11:51.520 --> 0:11:53.840 How many people do we have there? How many people 0:11:53.880 --> 0:11:57.000 are we attracting to our main social channels. So that's Instagram, 0:11:57.040 --> 0:11:59.600 that's TikTok, that's our Facebook group. So yeah, I would 0:11:59.640 --> 0:12:03.120 look at our main traffic driver channels and I'd set 0:12:03.120 --> 0:12:04.559 growth growth targets for that. 0:12:05.200 --> 0:12:08.120 Yeah, and so something I know we do is you 0:12:08.240 --> 0:12:11.800 set those targets. And that's why we're planning so far 0:12:11.880 --> 0:12:16.120 ahead because it's then giving us time to do smaller 0:12:16.200 --> 0:12:20.040 activations to hit those targets for those channels exactly. 0:12:20.120 --> 0:12:23.559 So that's why I personally planned that far in advance. 0:12:23.760 --> 0:12:26.800 Well, you need to otherwise it can like, yeah, you can't. 0:12:26.640 --> 0:12:28.800 Roll if you if your goal is as big as outs, 0:12:29.040 --> 0:12:32.959 which most econ brands are during Black Friday, you can't 0:12:33.000 --> 0:12:34.120 make that happen in a month. 0:12:34.480 --> 0:12:38.240 So run us through maybe some smaller activations that we've 0:12:38.280 --> 0:12:42.960 done this year that have contributed to reaching those targets. 0:12:43.000 --> 0:12:45.800 And this is you know, before Black Friday even starts. 0:12:46.080 --> 0:12:48.600 So for example, if one of the main goals is 0:12:48.640 --> 0:12:52.360 to drive and just to be transparent, like our app goal, 0:12:52.440 --> 0:12:55.120 our app growth goal was double what we'd already had 0:12:55.120 --> 0:12:58.680 inside the app, so you know that's huge. For example, 0:12:58.800 --> 0:13:01.520 you know, creating app only emotions where we're using our 0:13:01.600 --> 0:13:04.760 organic marketing channels and our paid channels to drive people 0:13:04.760 --> 0:13:07.880 to download the app to get access to this offer 0:13:07.960 --> 0:13:10.679 that's app only. That's a strategy that we implemented. 0:13:11.000 --> 0:13:14.480 Then you've got things like the five K giveaway, where 0:13:14.800 --> 0:13:17.040 part of it was like a sweepstakes giveaway, so not 0:13:17.080 --> 0:13:19.320 only did they have to enter by opting in and 0:13:19.440 --> 0:13:23.520 essentially subscribing, they got extra points if they downloaded the app, 0:13:23.559 --> 0:13:26.000 followed us on Instagram, followed us on TikTok, joined the 0:13:26.000 --> 0:13:26.720 Facebook group. 0:13:26.960 --> 0:13:28.439 So that's a lead gen strategy. 0:13:28.640 --> 0:13:31.480 So we just recently did the Little Freebee, which is 0:13:31.880 --> 0:13:34.960 ah yes, so it's like obviously to get emails and 0:13:35.040 --> 0:13:39.120 in exchange, someone gets the one hundred activities to tick 0:13:39.160 --> 0:13:43.079 off on your summer vaka. I guess not Vaka but Holidays, 0:13:43.400 --> 0:13:45.840 which is just like a really fun little thing we did. 0:13:46.040 --> 0:13:48.360 It's so cute. Yeah, and then even it can go 0:13:48.360 --> 0:13:50.600 into like B to B partnerships that I just didn't 0:13:50.600 --> 0:13:52.360 think of, but it's something that we rolled out. So, 0:13:52.640 --> 0:13:55.760 you know, recently we collaborated with Lust Minerals and a 0:13:55.760 --> 0:13:58.599 bunch of other brands to put this like scratch and 0:13:58.640 --> 0:14:01.440 win order it. You know, if you wanted to win 0:14:01.760 --> 0:14:05.760 this prize you would subscribe and then all five brands 0:14:05.760 --> 0:14:08.160 are working together to build an email list that's then shared. 0:14:08.640 --> 0:14:11.199 So that's a strategy to build our email list. I'm 0:14:11.200 --> 0:14:14.280 so excited to see how that go same amazing. Okay, 0:14:14.320 --> 0:14:16.800 So that is like, that's very pre pre and that's 0:14:16.880 --> 0:14:21.280 literally happening, you know, six months before to increase those 0:14:21.600 --> 0:14:24.520 channels again to get us to your point where the 0:14:24.520 --> 0:14:26.400 Black Friday strategy then rolls out. 0:14:26.520 --> 0:14:29.160 Yeah, so that's part of the strategy, right. But something 0:14:29.160 --> 0:14:31.000 I'd also like to touch on is like it's all 0:14:31.040 --> 0:14:32.760 well and good to create these growth goals and have 0:14:32.840 --> 0:14:35.360 these people inside your channels as a potential new pool 0:14:35.480 --> 0:14:37.280 to sell to during your biggest sale of the year, 0:14:37.720 --> 0:14:40.400 but you then have to work on nurturing those customers. 0:14:40.400 --> 0:14:43.160 So how are you nurturing them towards Black Friday? 0:14:43.240 --> 0:14:43.320 Like? 0:14:43.760 --> 0:14:46.840 Are they customers who've been engaged but they've never purchased. 0:14:46.880 --> 0:14:49.160 How are you trying to get them to purchase? Are 0:14:49.160 --> 0:14:51.240 you pushing a sample packed to them? Are you giving 0:14:51.280 --> 0:14:54.400 them an exclusive offer? How are you trying to answer 0:14:54.440 --> 0:14:56.760 their objections to purchase so that they're coming to purchase? 0:14:56.880 --> 0:14:59.520 How are we trying to limit customer care questions, so 0:14:59.520 --> 0:15:01.360 that there's quot sessions around a product and there's reasons 0:15:01.360 --> 0:15:03.400 that they're not trying, they're not purchasing, you know, So 0:15:03.520 --> 0:15:06.320 how we nurturing those customers and also how we were 0:15:06.320 --> 0:15:09.200 rewarding loyalty. That's like a huge part of my strategy 0:15:09.200 --> 0:15:11.120 and the lead up to Black Friday is rewarding our 0:15:11.160 --> 0:15:14.720 loyal customers so that they are excited and they're engauged 0:15:14.800 --> 0:15:17.680 come Black Friday. Because Black Friday, if you're an e 0:15:17.760 --> 0:15:21.320 comm brand who takes this seriously, it's not just a sale, right, 0:15:21.480 --> 0:15:24.600 it is as important as a product launch, Like it's 0:15:24.640 --> 0:15:27.760 a huge marathon. It takes it's the biggest marathon that 0:15:27.800 --> 0:15:30.920 we do all year. Not many activations take as much 0:15:30.920 --> 0:15:33.120 time and prep and thought as a sale like this. 0:15:33.440 --> 0:15:35.600 I love that. So it's like, don't just think of 0:15:35.640 --> 0:15:38.400 this as a sale, think of this as a whole 0:15:38.520 --> 0:15:39.680 you know, marketing activation. 0:15:39.880 --> 0:15:40.440 Absolutely. 0:15:40.520 --> 0:15:43.680 Okay, amazing. So we've touched on sort of the pre 0:15:44.040 --> 0:15:49.040 the pre stuff. Let's get into our actual strategy. Tell 0:15:49.240 --> 0:15:52.800 we're going to tell them everything. So what did you 0:15:53.000 --> 0:15:55.600 want to put into the pre hype strategy? 0:15:55.800 --> 0:15:59.600 Okay, so part of our hype strategy, So this is 0:15:59.680 --> 0:16:02.120 like how you're priming your audience and how you're letting 0:16:02.160 --> 0:16:05.640 them know that your Black Friday sail is around the corner. 0:16:05.760 --> 0:16:09.280 So we start this seven to ten days out. One 0:16:09.320 --> 0:16:14.360 of our key drivers this sale is the Mystery Moon 0:16:14.400 --> 0:16:18.360 Milk and you will know about this because we will 0:16:18.360 --> 0:16:20.720 have been posting about this like crazy people during our 0:16:20.760 --> 0:16:24.200 hYP strategy. Yeah, and that is a huge driver. That's 0:16:24.200 --> 0:16:27.240 an app only release, so you have to download the 0:16:27.280 --> 0:16:30.120 app to get in there. And with an app, it's 0:16:30.360 --> 0:16:33.680 got a higher conversion value, So you want people who 0:16:33.760 --> 0:16:36.840 are loyal inside your app because the conversion is higher 0:16:37.240 --> 0:16:41.720 generally higher than your Shopify store. And can I just say, guys, 0:16:42.200 --> 0:16:45.160 this is probably I'm just gonna say it, go my 0:16:45.880 --> 0:16:48.760 favorite moonmilk flavor. Like you guys know I'm right or 0:16:48.880 --> 0:16:52.000 die Rocky Road, But holy shit, it's off, it's tits, 0:16:53.400 --> 0:16:56.760 it's wild, it's so wild, it's so good. 0:16:57.040 --> 0:17:00.280 And like, I just I love that this is our 0:17:00.360 --> 0:17:03.240 hype strategy and then just our Black Friday strategy because 0:17:03.280 --> 0:17:06.520 I just know no one's going to be disappointed, not 0:17:06.680 --> 0:17:07.280 one person. 0:17:07.840 --> 0:17:12.040 And the kicker is this is limitsed edition. We only 0:17:12.160 --> 0:17:15.840 have two thousand units, so if you're not getting it 0:17:15.880 --> 0:17:17.520 in Black Friday, You're not getting it. 0:17:17.760 --> 0:17:18.879 Yeah, so sad. 0:17:19.000 --> 0:17:21.720 Yeah, So that's kind of like our biggest driver for 0:17:21.800 --> 0:17:25.480 our promotion side of things. We have a very simple sale. 0:17:25.520 --> 0:17:27.600 It's up to fifty percent of site wide. We found 0:17:27.600 --> 0:17:31.200 in the past that with a sale that's too complicated, 0:17:31.400 --> 0:17:34.720 you really struggle to you get the online site traffic, 0:17:34.840 --> 0:17:36.720 but then the conversion doesn't reflect that. 0:17:36.840 --> 0:17:39.639 It's well, maybe let's just go straight into the sale 0:17:39.640 --> 0:17:41.480 and then we can kind of go you know, hype 0:17:41.560 --> 0:17:43.399 and during just because otherwise I guess it's not going 0:17:43.480 --> 0:17:47.600 to make sense. So obviously mystery Moon Milk app only 0:17:48.080 --> 0:17:50.960 new product kind of talk them through the mystery side 0:17:51.000 --> 0:17:52.800 of things. So how is it a mystery? How have 0:17:52.880 --> 0:17:55.920 we done it there? Okay, So the reason so. 0:17:56.040 --> 0:17:58.560 I got this idea literally during the middle of our 0:17:58.560 --> 0:18:02.440 Black Friday sale last year because I just we hadn't 0:18:02.480 --> 0:18:04.640 launched a moon milk flavor in a while, and we 0:18:04.680 --> 0:18:06.720 wanted to do something MIW milk related and I think 0:18:06.720 --> 0:18:09.119 I saw another brand do some sort of mystery product 0:18:09.240 --> 0:18:11.560 and this is when we tested it. So obviously for 0:18:11.640 --> 0:18:15.880 our mystery boxes, the boxes this year, that was the test, right, 0:18:16.080 --> 0:18:19.680 went off exactly, so then we knew that we just absolutely, 0:18:20.119 --> 0:18:24.960 without fail, had to do it for Black Friday. So yeah, 0:18:25.000 --> 0:18:27.360 and so what we've done is we put a sticker, 0:18:27.640 --> 0:18:31.400 oh right, yes, over the moon milk. So even when 0:18:31.440 --> 0:18:35.760 the person gets it in their order, like we hope 0:18:35.960 --> 0:18:38.800 that you try the flavor, the sticker says try me 0:18:38.920 --> 0:18:41.639 and then peel to reveal, So you get to try 0:18:41.680 --> 0:18:44.680 it before you reveal the flavor. 0:18:44.960 --> 0:18:47.280 Yeah, as soon as you taste it, you'll know exactly 0:18:47.359 --> 0:18:49.840 what it is. But I just it's so exciting. Yeah, 0:18:49.920 --> 0:18:55.159 us like giggling, smiling, giggling, like we are so smart. Well, 0:18:55.200 --> 0:18:57.840 it's just like I guess, it's like putting fun back 0:18:57.840 --> 0:19:01.600 into things, not just being like, hey, here's up. And 0:19:01.640 --> 0:19:04.240 if you're a marketer, like something like this gives you 0:19:04.320 --> 0:19:07.600 that edge over competitors during a sale, right, Like everyone 0:19:07.600 --> 0:19:09.040 can just have a percentage. 0:19:08.560 --> 0:19:10.600 Off or a dollar off or a gift with purchase. 0:19:11.000 --> 0:19:14.320 That's not really the exciting factor. We have to bring 0:19:14.359 --> 0:19:17.439 the excitement into a promotion like this. And yeah, one 0:19:17.440 --> 0:19:18.959 of the ways we're doing that is a mystery mim 0:19:19.000 --> 0:19:20.160 milk sale. So with our. 0:19:20.119 --> 0:19:23.560 Actual sale, like Mel said before, we've obviously tested out 0:19:23.800 --> 0:19:26.119 all the different ways we've done, you know, the tears 0:19:26.160 --> 0:19:28.720 we have to spend a certain amount and then get off, 0:19:29.280 --> 0:19:32.160 you know, a dollar amount we've done, just a flat percentage, 0:19:32.200 --> 0:19:35.280 we've done you know, all by buy one, go on free. 0:19:35.359 --> 0:19:39.320 We've tried everything, and we just honestly find a simple 0:19:39.440 --> 0:19:42.320 sale where people kind of don't have to pick, they 0:19:42.359 --> 0:19:45.320 can go have to enter discount codes to get the offer, 0:19:45.560 --> 0:19:48.040 like all of those little things that a customer needs 0:19:48.080 --> 0:19:52.440 to do to get this offer, like removing the barriers. 0:19:52.040 --> 0:19:53.919 Right so that it is so easy for them to 0:19:53.920 --> 0:19:56.919 come to our site, see their value purchase and then 0:19:56.920 --> 0:19:57.359 they're happy. 0:19:57.640 --> 0:20:00.520 Yeah, and then what we've done so and that's another 0:20:00.560 --> 0:20:03.199 thing too, is like someone who literally just wants to 0:20:03.840 --> 0:20:06.040 buy one product will get such a good deal, but 0:20:06.080 --> 0:20:08.040 then someone who wants to buy five products is going 0:20:08.080 --> 0:20:10.960 to get such amazing deal. So we're trying to hit everyone. 0:20:11.359 --> 0:20:15.680 And then also we are doing the bonus things on top, yes, 0:20:15.880 --> 0:20:19.280 and that's where the fund comes in. So yeah, we 0:20:19.400 --> 0:20:21.760 talked about moon milk, talk about the other bonuses we're 0:20:21.760 --> 0:20:23.720 doing all right, gals and boys. 0:20:24.359 --> 0:20:26.560 So I just kind of want to walk through, like 0:20:26.640 --> 0:20:29.320 during a sale like this, you've got your first three days, 0:20:29.359 --> 0:20:32.200 they are the hottest days for sales, right, and then 0:20:32.240 --> 0:20:35.080 you've got you know, your final hours. That's usually another 0:20:35.240 --> 0:20:38.320