Black Friday in B2B?

November 27, 2015

We all know that the lines between B2C and B2B are becoming more and more blurred. The main reason behind this is because marketing in general has adopted a customer-centric, personalised approach. 

Until recently, though, I thought of Black Friday and Cyber Monday as purely B2C affairs – picturing crazed shoppers bashing each other with elbows and handbags in a bid to get their hands on a bargainous flat-screen TV. That was until I realised the lines are becoming so indistinct that B2Bs can get involved with Black Friday, too – an email that landed in my inbox from Marketing Magazine with a Black Friday offer proved just that. 

So, as the years go by, will B2Bs be able to get in on the shopping-frenzy action? Last year, around £810 million was splashed out in the UK, and this year it’s predicted to exceed £1 billion for the first time. Although the revenue may not be as spectacular and they probably can’t compete with these bust-down-the-door deals, there are benefits that can still be reaped by B2Bs from Black Friday and Cyber Monday.

Looking at this morning’s news, however, Black Friday isn’t looking anywhere near as frenzied as previous years. Personally, I know a lot of people who have become fed up with the materialistic side of it in B2C – a lot of people were turned off by last year’s footage, that’s for sure. As a result, B2Bs could cut through for a more meaningful, relevant purchase. So how can this be achieved? 

Firstly, you could take advantage of the ‘use it or lose it’ budgets that often can’t be rolled-over to next year, promoting your services and products at various price points to get the attention of your target audiences. 

Or will you take a leaf out of the B2Cs’ book and tailor your offerings, promotions and prices? Like retailers, you could add a bit of urgency to your marketing messages; for example ‘Only another 27 hours and 42 minutes to save!’

Whether you decide to name these as ‘Black Friday’ and ‘Cyber Monday’ deals is, of course, up to you! Do you intend on getting involved this weekend, and if so, how?

Jessica Ellis - Business Development Director