#93: "Sleigh" Your Black Friday Event - Your Ultimate Guide to Strategy, Sales & Systems.

As brick and mortar business owners we have an awesome responsibility and opportunity every day, but especially now.ย  As the Holidays approach we can provide top notch service and deliverables the big box stores just canโ€™t. ย 

In this episode Iโ€™ll share why I think 2021 has the potential to be the best Black Friday Event ever. ย 
Iโ€™ll share with you my exact framework for creating an epic Black Friday event that will put a little more jingle in your pocket and finish 2021 strong.ย 

Grab my free download of the exact template I used to create an extra $5000 in my business last year and how I plan to use it again this year with even more success. ย 

Grab your download here:ย https://www.msmelissarose.com/blackfriday

Connect with Melissa Rose

A Little bit about Melissa Roseย  ย 

ย In 2008, three weeks postpartum, Melissa started her business in her basement while her babies were in the pack and play.ย  With her passion, resilience and nose down, she created a business that has become "The Highlight of you Week" for her tribe, her team and her community.ย 

Now a visibility coach for brick and mortar businesses, Melissa guides other boss ladies to a flourishing brick and mortar that provides for their own tribe - creating a legacy for themselves, their family and their community. ย 

Melissa is a super mama of five kiddos, enjoys long hikes or playing in her garden.ย  At the end of the day you can find her snuggling up with a self development book with an ice cold beer.ย ย 

๐Ÿ’ฌ๐—›๐—ฎ๐˜ƒ๐—ฒ ๐—ฎ ๐—พ๐˜‚๐—ฒ๐˜€๐˜๐—ถ๐—ผ๐—ป ๐—ณ๐—ผ๐—ฟ ๐—บ๐—ฒ? Message me on Instagram. Iโ€™d love to consider your question for the podcast: @therebelwomenpodcast

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MelissaDressComputerA Little bit about Melissa Roseย  ย 

ย In 2009, three weeks postpartum, Melissa started her business in her basement while her babies were in the pack and play.ย  With her passion, resilience and nose down, she created a business that has become "The Highlight of you Week" for her tribe, her team and her community.ย 

Now a visibility coach for brick and mortar businesses, Melissa guides other boss babes to a flourishing brick and mortar that provides for their own tribe - creating a legacy in their community.ย ย 

Melissa is a super mama of five kiddos, enjoys long hikes or playing in her garden.ย  At the end of the day you can find her snuggling up with a self development book with an ice cold beer.ย ย 

Hey, brick and mortar business owner. Are you ready for the holiday season? It's just weeks away. Do you have your black Friday, small business, Saturday and cyber Monday mapped out. If not, I got you. Let's get real.
Hey there everybody. Welcome back to another episode of brick and mortar visibility. I am your host, Melissa Rose and today we have a really fun episode. It is jam packed and I'm super excited to share it with you. For those of you that have been listening for a while. You know that I always talk about visibility and marketing strategies for your brick and mortar. I want more people to come in your doors. I want you to be the only option in town so that you can stay in business for the next five years and beyond. Today, we are going to talk about sales for the black Friday, small business, Saturday and cyber Monday weekend. Okay. That is a huge weekend. People are out and about shopping. They want to spend, they're ready to do it, and I want your business to be the business they think of. I want you to have a stellar weekend. The other reason for this, there's a few reasons actually. Last year I did what I'm teaching you. And I documented what I did, because if it worked, I wanted to share it with you. You guys, I had a stellar black Friday weekend of sales last year. I was blown away. And I'm going to teach you and share with you today.
Exactly what I did. The other reason for this is people are already freaking out about the shortage. Apparently there's lots of ships off the coast that can't even be unloaded because of work shortage. People are not able or willing to work. I saw a meme where somebody was on a jet ski, like I'm getting my Christmas presents, ship to ship.
This is the gift that we have as a small business owner. Yeah, we're competing with Amazon and target, but we can service our people with our products and services that we have on hand. So I want us to be thought of. So we have a leg up there to serve our clients better. And the third reason as brick and mortar business owners, I get you.
I have a studio, I have a brick and mortar business myself and 2020 was hard and 2021 wasn't is it that much better? It was better, but it wasn't that much better. Some businesses had to stay close or have limited people coming in their doors. So we're still digging out from all of this. And I want your 20 21 last quarter to be as positive as possible. I want you to finish strong. So I have created a download for you that you are going to print out and it's mapped out is a calendar of exactly what you're going to need to do so that you can set yourself up for success, because I know you, you are busy and you're like, oh my gosh, it's November black Friday is like three weeks away.
Oh my gosh, what am I. Right. So I want you to take this download, grab it. MsMelissarose.com/blackfriday. Print it off and tweak it for you. .All right. Ready? I'm just super excited. Okay, here we go. Number one. How long has your promotion going to be? Is it just going to be a black Friday sale?
Is it going to be a week? Is it going to be just the weekend? I want you to think about that. Number two. Think about what you are going to offer. As I said, I am a dance studio and we have some things for retail, not much. So I'm going to talk about three different pillars or three different ways to think about what to offer, but you are going to do what's best for you, but I'm going to give you some guidelines or boundaries on what to think about.
Number one. I want you to think about your most profitable and your most popular item or service. Sometimes that is the same thing. And I want you to. Think about using that as one of your offers, because you know that this is something that people like. You know, that you've had success with it. People want it, it's a proven thing, right? It's a proven product or service. So. With my studio, I am going to promote my six week session and I'm going to give a discount there. So I'm going to give a significant discount on that. However, I know that this is a popular service already, so I want to be mindful that I'm not kicking myself in January or February when I just sold. 200 at a slash discount. I want to limit that. So I am going to pick my best product or service. I'm going to offer it at a significant discount because this is when people are shopping. They're looking for that. So I'm going to give that to them, but I am going to limit how many I offer. So that way it creates urgency.
Second. Do you have a really high ticket item that maybe doesn't get a lot of purchases, but it's very high ticket. And could you sell it and promote it with an additional bonus for free? For example, for me, I have an online membership for my dance on demand.
I'm going to give that with an additional bonus of three private lessons throughout the year. So think about what you have in your product suite that you could pair up and make it better without necessarily discounting.
And then the third thing is, do you have any products to sell physically? Are you a chiropractor office or a physical therapist that has things like bands or supplements or in my case, leotards and tights. So are there things there that you can see. For example, this could be another bundling package that you could do.
If you're a chiropractor, you could offer four sessions for this, and maybe you discount it a little and then you get supplements for free for 4 months. People love free. So if you can add a free gift with purchase, that's always a great thing. Another thing for retail, if you are a yoga studio, or if you have, a gift shop, you can significantly reduce prices.
First one 20% off third one 40%, fourth, one 50% off. And then the week after cyber Monday. So the Friday after cyber Monday, you could have a pop-up sale at the end and say, buy one item at 50% off. The second one is free. Now this is to get rid of inventory and to move it out. So that is one strategy for retail.
If you are wanting to move out product there, but my goal for you is to really have a great end of the year, but I want you to look at your numbers. So you can't just throw stuff out and not look at the bottom line. Okay. Cause I don't want you going, oh my gosh. I had a great black Friday and then January and February comes and you're like sugar.
My revenue is way low because I sold all this stuff at a discount. So we need to be mindful of that. So take the time. So in order to put this together, you guys, I want you to have maybe like a good 90 minutes to two hours to really sit down and plan. If you're by yourself doing this, maybe get a team member to do it with you.
So that you're really thinking from all different sides of this. So that you are profitable and making money and having fun. Oh, and the fun thing about this guys is I did this all virtual. I was not physically in my studio. I was not physically in my little boutique. I did this all virtual. So you can too, if you want.
If you want to be open, that's your choice, but I'm going to give you a blueprint a template calendar here. So go to MsMelissarose.com/blackfriday to get the calendar.
Here we go. We are going to dive in. So this is all going to start on November 15th. You guys. We are competing with so many people for their business. So we have to be out in front of it and we have to get our people excited. So you're going to email your list. You are going to do the social and you are going to do anything else that you are comfortable with. Facebook lives, reels. IGTV all of that. It is all hands on deck for the week, leading up to this because you are competing with target and Amazon and Walmart and all the things plus your other local brick and mortar.
So if you are on top of it and doing this, it will serve you well, but don't forget, I have everything mapped out for you. So you know exactly what to do. So this is going to start November 15th and you are going to get everybody's super excited. On November 16th. That is when you start to reveal what you're doing and you're going to share what your specials are and get people excited and stay tuned because it's happening on whatever day you decide.
On the 16th, 17th, and 18th, you are going to sneak peak and share what your offerings are. Now I recommend three different offerings. And the reason for that is people just remember three it's a psychological thing. It makes things easier for you as well.
Plus it worked in the calendar really well, Ok Y'all. And then we get to November 19th. We're going to have a countdown until black Friday. If you have a fancy email server, you can put a countdown thing in there. Make it super fun. Again, posting on social. On November 20th, you're going to feature your top sale purchases. So if you have that high ticket item, feature that, talk about that. Why would they want that talk about the benefits, talk about the transformation that's going to happen in that. And then, On the 21st and you're going to share a little bit more about that. Maybe you have a story of somebody who's experienced your products, or services.
On the 21st, you will be, asking them, what are they going to be taking home? Maybe this is a time where you showcase the retail and you wear it and you sell it and you get all like, I'm getting this and this is how you wear it. Or, if there's band or therapy thing that you do with your chiropractic or physical therapist's office showcase that teach us how we're using it and what, we should be doing with that.
On the 23rd, I have another client testimony. Maybe that's a YouTube video. Maybe it's a picture of them. Maybe it's you talking about them. On the 24th, we're getting ready for holy cow it's coming. This huge weekend is coming. You're building that excitement even more.
The 25th is Thanksgiving. So you're going to be enjoying that time with family and friends and eating lots of good food. And then we get to the 26th. This is email number eight that I have. Our biggest sale ever, or our biggest sale of the year, you are getting it out there right away, early in the morning. You're going to list everything that you have, and you are just going to watch your inbox blow up or have people going through the doors. It was so fun for me just to get pinged all day with sales last year. And then on the 27th, we just reiterate that people are loving this and we're having a great time.
And then I have our 10th email on cyber Monday, the 29th. It's the last day of the sale. People are loving it. A huge thank you to all of you that have participated. Maybe you've sold out something hopefully that first thing for me as already sold out 10 people bought it. So now maybe I have something else that I can throw in there. Just to create that urgency that people are doing this. And then we are done. I am going to put in the PDF a bonus email, if you want to go ahead and have that sale on the Friday after everything, especially if you're a retail person. And have that buy one at 50% and get a second one free. If you have something that you want to get rid of and just clean house so that you can bring a new product for 2022.
So that is a brief overview of everything, but I want you to grab the download because it's going to be mapped out in a calendar. I'm going to tell you which days you email, which days you do social. Of course you can go above and beyond because we are all bombarded with everything. So the more you put it out there, the better, but so much of this, you guys can be scheduled. And I have it so that you're not working on the weekend. You're not doing social posts or anything on the weekend, or having to go live at least on the weekend, but you can schedule things and get it all planned out and ready to go so that you can enjoy. Your black Friday weekend as well. Because let's be real. We have families to shop for too, so we have to participate in it as well.
Last year, I made over $5,000 on that weekend, and it was a huge revenue bump for my business and was just the encouragement I needed. Right. Especially towards the end of the year. And I want that for you. Maybe you can make 10 K. Maybe you can make more, whatever it is. I just want you to crush your 2021 and set yourself up for success for 2022. Grab the download and make sure you pay attention to your numbers so that you are still being profitable, but having an influx in revenue and therefore an influx in visibility.
Hope this was helpful. Have a great week. We'll see you here. Same time, same place next week. Peace. Bye-bye.


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