For marketers, the holidays are all about deep discounts. Deals. Sales.
The sales funnel that I’m about to show you, called The Velvet Rope Campaign, capitalizes on that trend. It’s best used for those selling physical products, whether online or brick and mortar, but it can also be deployed for digital products.
(NOTE: This online marketing campaign is fantastic for a holiday sale but you’ll see how it can be used year around. )
(NOTE 2: The full training for creating this marketing funnel is available in Unfunnel’s Digital Revenue Engine 2.0 training program.)
Here’s how it works…
Step 1 – Build the Front End of the Campaign
This funnel is designed to build an email list of people motivated by deals and sales. The landing page couldn’t be simpler.
We create a landing page that makes an enticing sale offer. It looks like this…
When a visitor clicks the ENTER THE SALE button, they will be asked to opt-in to become part of the “Secret Sale Club.”
Upon entering their contact information, the prospect is immediately dropped onthe page displaying the products available in the sale.
Notice that the offer includes access to a Discount Club that offers early bird access to sales and (if you like) exclusive access to other sales. Hence the name, The Velvet Rope Campaign.
As your discount club continues to grow you’ll find that you’ll be pulling in a significant number of purchases before the holiday sale even begins by notifying your”secret sale” club members.
Now, let’s have a look at the back end of this holiday campaign’s so-called “sales funnel” …
Step 2 – Build the Back End of the Campaign
Adding an upsell on the back end of the Velvet Rope Campaign is optional, but recommended if the goal of this funnel is Monetization and not just Activation (visit our Digital Revenue Engine 2.0 Training for more on Acquisition, Activation and Monetization campaigns.)
By making a relevant upsell offer to your sale buyers, you’ll increase the average transaction value of this funnel, which means you can:
- Sweeten the Deal – If you’re able to monetize this funnel with an upsell on the back end, you can offer an even deeper discount on the front end or include additional bonuses to make the offer even better.
- Scale the Offer – By adding an upsell, you’re more likely to be successful taking this offer out to colder audiences because you’ll have more money to spend on clicks.
- Pocket the Cash – Yeah… I don’t think I need to explain this one.
The Velvet Rope Holiday Campaign roadmap – or its complete “sales funnel” – looks like this:
Ok, now that we have the landing pages mapped out and (hopefully) built, it’s time to promote the holiday sale.
Step 3 – Create the Follow Up Campaign
The Velvet Rope campaign will work best to your sources of owned media such as…
- Your Facebook Fans
- Your Pinterest Followers
- Your Instagram Followers
… and particularly the existing leads and customers on your email list.
The ideal length of these sales is 3-5 days but you could certainly run multiple sales around the holidays. (Heck… it seems like Black Friday starts right after Halloween these days.)
That said, we usually deploy a 4-part email series called “Going, Going, GONE!” with The Velvet Rope Funnel.
The first email should welcome them to the club using a subject line like…
Welcome to the club (Black Friday sale access)
Use the body to welcome them to the “secret sale” club, give a quick description of club benefits and then quickly transition to promoting all the goodies you have for them in THIS sale with a piece of copy like…
Ok, enough about future sales, have you checked out this sale?
Include an image of the products you have for sale and be sure to link that image to the sale page because that image will get clicks.
The second email should immediately ramp up urgency and scarcity with a subject line like…
Only 2 days left to save up to 75%
Use the body to communicate the urgency of taking action NOW so they don’t have to pay full price. (Nobody likes to pay full price.)
The first email on the last day of your sale should, once again, increase the urgency of taking action before time runs out.
Use a simple, proven email subject line like…
Black Friday sale ends tonight!
I would highly recommend embedding a countdown timer (like the sweet tool offered by our friends @ Deadline Funnel) in this email to visually illustrate the sale deadline.
These countdown timers significantly increase response and are remarkably easy to embed in an email.
Send your last email during the final hours of the sale using one of these subject lines…
Last chance – Closing at midnight TONIGHT!
Bad news… sale ending!
[Urgent] Final Notice
Keep the body simple, just communicate the urgency (consider using the countdown clock again) and give them the link to the sale page.
See NOW why we call this the Going, Going, GONE! email campaign?
It’s all about urgency and scarcity.
The 3 Keys to Holiday Campaign Success
The Velvet Rope Sales Campaign works best when there is a combination of these three ingredients at work…
- Exclusivity – The “secret sale” club adds the element of being behind the “velvet rope” and gaining the privilege to access something restricted to members only.
- Value – Offering deep discounts (usually over 50% off) will activate the sale buyers on your email list, Facebook page, etc.
- Scarcity – These sales work best when the urgency to act is communicated throughout the follow-up campaign. Rather than running one sale for 15 days, run three individual sales for 3-5 days so you can keep the deadline looming throughout the follow-up sequence.
Make a deep discount offer to an exclusive group of people and follow up with urgency, and you’ve got yourself a powerful Activation Funnel. Add a relevant product upsell on the back and you’re virtually guaranteed a happy holiday.
If you are interested in this funnel (and 13 others), check out my Digital Revenue Engine 2.0 training.