DTC700: Le Creuset’s Pre-Launch BFCM Tactics

Good morning and Happy Black Friday!

We’re manifesting order notifications and overflowing carts for you over the next few days.

Coincidentally, this day also marks the 700th issue of DTC! 🎉 Talk about fortuitous timing.

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Here’s what you’ll find in today’s DTC:

🫕 We dive into Le Creuset’s BFCM pre-launch tactics that get customers excited to come back to their site and spend.
⚡ Are your BFCM Meta Ads not performing the way you expected? Here are ways you can quickly diagnose the issue and get back on track.
⏰ And…use this viral TikTok sound to create urgency around your BFCM last chance campaigns.

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You’re reading this newsletter along with new subscribers from: Nectar Landscape, Aviator Nation, and Scott & Jon’s. 👋

🎁 This Black Friday, Invest in ‍the Gift That Keeps Giving: Results

Pilothouse, DTC’s sister company, doesn’t wait for Black Friday to deliver results. They’re already driving record-breaking wins for their clients before the big day even starts.

Here’s what’s happening behind the scenes:

• A CPG brand hit their best sales day since BFCM 2022—two days before Black Friday 🎯
• A homeware brand is up 94% YoY in November—before factoring in Black Friday 🎯
• Another homeware brand increased Google spend by 18%, achieving 73% higher revenue and a 45.6% boost in ROAS 🎯
• One Pilothouse brand achieved a staggering 9.2X increase in conversion rate 🎯

All of this—before Black Friday had even happened.

Give yourself the gift of a partner that’s laser-focused on your brand’s success.

🫕 Le Creuset Rolls Out Weekly Treasures

The iconic kitchenware brand Le Creuset is well known for its epic BFCM sales.

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Here are three tactics they use to get customers to keep them top of mind during this high-intent shopping period and skyrocket their conversion rate:

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1️⃣ Rebranded holiday: Rather than referring to it only as Black Friday, they also use Colorful Friday, which works well for their brand since they are well known for their vast color assortment.

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2️⃣ Change to seasonal newsletter sign up copy: During Q4, Le Creuset changed their newsletter pop-up copy to attract more deal-seekers.

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By subscribing, Le Creuset also promises readers holiday gift ideas, seasonal recipes, and exclusive access to holiday events.

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3️⃣ Offers discounts ahead of BFCM: The brand also touts ‘Weekend Treasures’ with new offers launching every Friday on their Specials landing page. ✨

This enticing incentive creates excitement in the weeks leading up to the holidays and is bound to increase their site traffic during November and December.

💡 This also trains customers to expect irresistible savings and to come back every week for more new deals.

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The result?

Their Black Friday campaign is more memorable with the Colorful Friday messaging.

By building their subscriber list, they have a lot of prospects they can retarget in the weeks leading up to Christmas and in Q5.

How are you preparing customers for BFCM?

‍⚡ Is Your Black Friday Meta Campaign Performance Off To A Slow Start?

The big day is here!!

But what if your Black Friday campaigns are off to a slower start?

Don't panic - the Pilothouse Meta team has a few tips to help you get things back on track.

The first thing to do is isolate the issue: Are click metrics weaker, or are you seeing a below-average CVR? 🤔

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Do a review of your account for front and back-end metrics to determine where the main challenge is, then consider trying these moves:

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Pre Click:

• Test your top evergreen creative with Black Friday ad copy.
• Review top sale ads YTD - check that you're using top creative styles and ad copy. If you're running mainly contrast, try these:
  • Make quick iterations of your top creative styles with your current Black Friday offer and messaging.
  • Duplicate your Black Friday creative with iterations of your top sale ad copy.
• Increase urgency!
  • Test different headlines in ads to push urgency, here are a few to try:
  • [LAST CHANCE] Black Friday Savings
  • Click To Secure Savings Now 👉
  • Black Friday Savings Ending ⏰
  • Sale Ends Soon - Don't Miss Out
• Make iterations of creative that push more urgency (eg. Sale ends soon, savings this big don't last long, sale ends this weekend)

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Post Click:

• Black Friday Messaging on Site
  • Review where sale messaging is on the site and ensure it's prominent for users to see.
    • Website banner, homepage, strikethrough pricing on PDPs and collections pages, in-cart.
• Countdown timer
  • Consider adding a countdown timer to your site's top banner if you haven't already done so! This can prompt users to order today before the sale ends and while supplies last.
• Top landing page YTD
  • Where are you sending traffic? Double check that you're using your strongest landing page or duplicate with Black Friday messaging added.
• Overall site functionality
  • Double check that buttons are working correctly from the homepage or landing page right through to checkout. It's even worth putting through a test purchase.

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The Pilothouse team also recommends reviewing your overall ad account structure and ask yourself these questions:

• Are you using the top campaign type for your ad account? (Business As Usual vs Advantage Plus Shopping)
• What's the strongest destination for your brand between site vs site/shop campaigns?
• Are you using your top attribution setting?
  • E.g. 7 day click & 1 day view, 7 day click, 1 day click & 1 day view, 1 day click
• What are your top audiences YTD?
  • For prospecting, does open work best, or do you have top interest and lookalike audiences?
  • For retargeting, do engagers outperform website audiences or vice versa?

From here, you can look at rebuilding 1-2 campaigns with your top campaign type, destination, attribution setting, and audiences.

Give these a try in your ad account, and reply to this email with the results!

🌐 IN THE SOCIAL SPHERE

Do you know you have 30 minutes? ⏰

You may have heard this sound trending all over TikTok. The phrase uttered from reality TV queen Tiffany Pollard is having a moment and BFCM is the perfect time to leverage it in your short form videos!

Simply add your promotion details on the screen and let viewers know how much time they have left to snag a great deal before the Black Friday frenzy ends.

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📅 EVENTS

Lead Generation World - This event typically attracts hundreds of attendees keen to explore new lead generation techniques and best practices. Participants can expect to delve into topics such as data-driven marketing, conversion optimization, and emerging technologies that impact lead generation.

📅 Jan 5-7,  🇺🇸 Miami, USA 💰 $995-$1345

CES 2025 - This conference serves as a platform for leading companies and emerging startups to showcase their latest innovations, advancing discussions on trends shaping the future of technology. Attendees can expect to delve into topics such as smart home technologies, sustainability, artificial intelligence, and the evolving landscape of digital media.

📅 Jan 7-10,  🇺🇸 Las Vegas, USA 💰 Register To Attend

📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.

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Have you heard our latest podcasts?

• 🛒 TWBERP 9: The Only Site Abandon Flow You’ll Ever Need
• ⭐ Exclusive RightMetric Report: How To Succeed on TikTok Shops
• ❌ AKNF 458: Avoid These Costly Google Ads Mistakes on BFCM
• 👚 TWBERP 8: Email Fight Companion: Fashion Brand Battle
• 💍 Manly Band’s 8 Figure Growth: Unique Designs and Killer Collabs
• 💸 AKNF 456: How Pilothouse Boosts Email Retention Revenue

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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