There is a good reason why Netflix is so darn popular …It’s all about the series, right?! Raise your hand if you’ve been completely sucked into a Netflix series only to get to the end and find yourself wanting more✋🏽. The viewer is captivated by the experience and craving the next succession (or episode) in the series with “feel-good” anticipation. Everyone loves a good series, and a valuable learning experience series is no different, if done correctly that is.
I’m sharing Black Friday promotion ideas every week during the month of October. This week, let’s talk about creating a promotion that offers a series of products/services for one low price. We could also think of these as bundles or packages for certain types of products. For instance, if you were offering a set of templates or worksheets, you may want to call it a bundle versus a series. However, I’m thinking more along the lines of courses, workshops, group sessions, and one-on-one consultations. Small signature events.
The offering may consist of something that is usually sold as a single offering, but for this RARE occasion sale, you’re packaging them all together and selling them at a lower price than it would be if the client purchased the items separately. I’ll share a quick example to help illustrate today’s promotional idea.
Case Study
One of my clients offers amazing value in a series of training sessions that people are literally (virtually) lining up to attend. She offers a three day training on different segments of a topic. Her core offer is business model planning and strategy. She delivers this offering through one-on-one consulting, virtual workshops, and group coaching in a progressive succession. Each tier of her program is more expensive than the first.
We’d decided to offer all three service delivery options together at one cost for a limited time and package as a three day training package, with the group trainings happening in a private Facebook Group. Here’s a clearer picture of her signature small series promotion campaign.
She offered a Business Model Refresh Series specifically helping entrepreneurs in the beauty industry re-structure their business model. Her offering included a virtual workshop to help her clients identify issues in their current model, set goals for their business, and identify and plan the framework for the new model. Then, she offered one-on-one sessions as a part of the package, to help each entrepreneur individually, she then included an exclusive group experience where she offers additional supportive trainings and resources.
Grouped together as a series of progressional steps, her offer was very appealing to her audience. As a consumer, it is always nice to purchase a group of related services at one discounted price. My client was so happy about the success of this strategy that she has decided to make the offering once every year!
Planning Your Black Friday Series Promotion
One of the key factors here is to pair offerings that are related. For example, if I were to teach a class on maximizing your exposure on Instagram, I may break the series into segments such as Day 1: Instagram Feed, Day 2: Instagram Stories, Day 3: Instagram Reels, and so on.
You also want to consider which format you’d like to provide the service in, are you prepared to do time consuming one-on-one sessions with the influx of new clients, do you want to do group coaching, or would you considering offering a pre-recorded video coupled with a private group experience to allow you to service more clients in less time? It’s all about strategies that help you scale and that is why I recommend the later.
Creating a series of small signature events that you can automate will not only make your offering much more efficient, saving you precious time and energy, but it will also allow your clients to enjoy a seamless buyer experience that will keep them invested in your brand.
This post would be way too long if I went into all of the strategies to scale here, but don’t worry, you can grab your FREE copy of How to Scale with Small Signature Events Guide and access ideas and strategy to set your business up for success. Click the image below to grab your copy!
Marketing Your Promotion
Once you’ve decided on the details of your campaign, it’s time to put your marketing plan into action. I recommend priming your audience with some preliminary info about your special offer. Don’t let them know exactly what it is, but let them know something truly special is coming down the pipeline.
I’d give the campaign a 2-3 week lead time, and begin talking it up by hosting “lives” on Facebook and Instagram, asking questions on social media about the topic, and creating polls asking your audience which aspects of your offer would be most valuable to them.
Launch your promotion approximately 2 weeks prior to the sale start date. Use your email management platform to do the heavy lifting on this. I use a new feature in Flodesk for this function, it’s called Flodesk Checkout.
In Flodesk you’re able to customize a beautifully designed sales page that is already pre-optimized for conversions to deliver information about your campaign. Flodesk Checkout comes complete with the sales page, checkout, and delivery system. All you have to do is customize and share the link to your audience. *For more in-depth details about Flodesk Checkout, visit my friend Lashonda Brown’s Youtube video.
If you’re not using Flodesk and have a payment system set-up, you can also create your landing page in Canva and connect it to your payment system. If you’d like assistance setting up your sales system automation, we offer a complimentary 30 minute consultation, contact us below.
Once your sales page and payment system is set-up in the manner you prefer, begin sharing the link on your social media outlets and to your email list. Pro tip: Don’t forget about Pinterest!
Wrap Up
Creating a series of small signature events for your Black Friday promotion is a great entry point into growing and scaling your business. This strategy can and should be used as a core marketing plan for your service-based business. Be sure to download your FREE copy of How to Scale with Small Signature Events Guide for a deeper look into this strategy.
We’re sharing Black Friday promotion ideas for service-based business owners every week during the month of October. Read Are You Challenging Your Clients or Flash Sales for Service-Based Businesses for other ideas shared in the series.
