Black Friday and Cyber Monday Strategies to Help Drive Revenue

For event organisers, Black Friday and Cyber Monday provide a fantastic opportunity to promote events, increase brand awareness, deepen customer relationships and, most importantly, bump up sales. Especially important when heading into the competitive festive period. Offering a discount here could mean the difference between hosting a pretty successful event or a resounding sell-out spectacular, fast-tracking your goals while giving you the confidence and the scope to do greater things in the future.

In this article, we’re going to offer some tried and tested strategies to help you gain the most from participating in this year’s Cyber Weekend. First, a brief overview of how to set up your Black Friday and Cyber Monday discounts on Skiddle.

Get involved with our Black Friday and Cyber Monday promotion

Participating couldn’t be easier. Log into your Skiddle Promotion Centre account, click on the name of the event you’d like to add discounts to and, on the left-hand navigation menu, click ‘Manage Tickets’. Then click ‘Discount Codes’.

From the ‘Discount Codes’ page, select ‘Create One Here’. Enter your ‘Promotion Name’ and the percentage or fixed amount you’d like to offer as a deduction on your chosen ticket, before selecting ‘Unlimited’ under ‘Usage Limit’. This allows – you guessed it – your Discount Code to be used an unlimited amount of times.

Skiddle’s Top Tip:

We recommend offering a discount of 20% on your chosen ticket as data from previous Black Friday and Cyber Monday shopping events on Skiddle shows this amount to gain the most traction

All that is left to do is apply the code – BLACKFRIDAY24 – in the ‘Discount Codes’ box towards the bottom of the page, and click ‘Save’.

The code is universal and when used, it automatically qualifies your discounted ticket to be included in our exclusive marketing campaign. Get your tickets featured on our Black Friday and Cyber Monday Inspire Me page, seen by the millions of monthly eventgoers who use Skiddle, in addition to being included in our weekly customer newsletter.

More of a visual learner? Not to worry. We’ve got a dedicated how-to video tutorial to help guide you through each step of creating a promotion and adding discount codes.
Now you know how to get involved, let’s take a look at some strategies to help promote your discounted Black Friday and Cyber Monday tickets.

Spread the word via email campaigns

Email marketing is a reliable tool when you’re looking to drive revenue to your event. It’s been around for years and is used every day, all over the world.

According to OptinMonster, over 4.5 billion people use email worldwide in 2024, and this number is projected to reach 4.8 billion by 2027. This shows the sheer scope of email and the fact it isn’t going away anytime soon.

Unlike social media platforms, you aren’t at the whim of algorithms with email. You can cut through the noise and go directly to the people who are interested in your events.

Considering starting your own newsletter? Welcome emails can be a great way to push Black Friday and Cyber Monday discounts. When someone signs up for your mailing list around this time, why not send them a 20% introductory offer (We suggest 20%, as our data shows this percentage tends to gain the most traction)?

In your weekly newsletter, you could use segmentation, sending a discount code to people who’ve been long-time subscribers with a personal message to show you appreciate their continued custom and loyalty. This way, you’ve covered the range of recipients on your mailing list.

It goes without saying that these tactics help to reinforce positive relationships with customers. After all, receiving a discount on sign-up or for being a long-time supporter is a feel-good perk, likely to encourage customers to take the next step: using the code to purchase tickets.

 

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Work with other brands and influencers

Working with other brands and those with a substantial social media following can help increase your reach. This isn’t a trade secret. Yet, it’s still a great way to draw attention to any Black Friday or Cyber Monday discounts you’re offering.

If you’re based in a large city, why not reach out to media companies that specialise in reporting on the best music, food, culture and event spots in the area? A collaboration with a company like this has benefits for both parties. You get to inform their audience, which is new to you and highly engaged, about your Black Friday and Cyber Monday discounts, while they, on the other hand, reach a new audience via your following. It’s a win-win situation.

Don’t forget influencers, either. If they’re relevant to your audience, it’s likely that there will be an overlap.

Run countdown campaigns

Another smart way to build anticipation ahead of Black Friday and Cyber Monday is by using countdown campaigns. They’re a simple concept. Create a set of eye-catching graphics that show how many days are left until your Black Friday and/or Cyber Monday deals go live.

Alternatively, you could show how many tickets are left for your event when the discount code is live, highlighting the demand for your event while creating a sense of urgency for those on the fence about buying a ticket to your event.

Strategy is key here. Plan when you’ll post said graphics to your social media pages, considering when your following is most active and the best-performing formats of content per platform to get the best engagement.

Utilise paid media

Paid media can turn views into sales. After all, how many times have you clicked through on an ad and bought something that was advertised to you on social media?

Plus, you can set up the ads to target people who are in the demographic of your event. This makes the likelihood of achieving ticket sales even higher, as you’re connecting the dots between your event and the type of people you know would love it.

By using footage of a previous event or short-form video that entertains your audience, you can reel these potential customers in, sparking a feeling of FOMO that makes the prospect of your event irresistible.

There you have it. Some easily applied strategies to ensure you get the best out of your involvement in our Black Friday and Cyber Monday sales. If you have any further questions on Black Friday and Cyber Monday that you can’t find the answer to here, reach out to us by following the details on our Contact Skiddle page.

For more strategies, tips, tricks and resources, be sure to follow our Skiddle Promoters Instagram page and our LinkedIn page.