The last Black Friday email on your inbox
Make this event more local, more personal, more human.
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
What a week.
Do you remember when Black Friday was just a U.S. thing?
And when just few brands used to do it?
And when it was just Black Friday?
Or when it became just Black Week?
Now it feels we had a full Black Month, with 90% of the brands out there offering something.
"If you, my friend (can I call you that already?), work in marketing, you can relate. I've had my busiest days of the year, coming up with different ways to say 'discounts,' 'deals,' 'offers,' and 'exclusive promotions' a hundred times a day."
And when you think you are done and nicely try to switch off the “work mode”… you go to Youtube, Spotify, your personal email or just the streets and the Black Whatever hit you again.
Damn it.
And you know what? I haven’t seen any brand (maybe there are, I don’t know) talking about it afterwards. Saying “hey people, Black Friday is over, thanks for the support, sorry for the SPAM. We love you, even without discounts”.
No one.
When I think about localization, one of the main points is to make marketing and communication more humans, more close to the people.
If a brand is able to set up a Black Friday campaign with 250 ads, 18 emails, 8 push notifications, web banners and different promotions…
… this brand should be also able to acknowledge what is going on and communicate it in a nice way.
It is a huge opportunity to beat the crowd, set a different tone and cultivate a relationship over the discount culture.
And if you make it local, the win is even bigger.
Market-in
Resources to reach your peak level.
💡 Miguel Sepulveda is one of those must follow persons on LinkedIn if you are into the localization world. Check here one of his last articles about how to go from being an Individual Contributor to a Localization Team Leader.
Outside the desk
Where the magic really happens.
🦃 Las week I celebrated my first Thanksgiving and was exactly as I’d imagine from the movies. And yes, I spent the weekend eating leftovers.
❄️ 2 days ago we had the first snow in NY. Okay, it wasn’t a lot, but for someone coming from the hot Mediterranean Sea, is already amazing.
📖 “To my dad. Because I hope to be different than you in as few things as possible”. This was the end of the last book I read, “A Man Called Ove”. Really touching.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how can we work it out.
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You can also reply to this email and let me know what you think about it. We are in this together, compa.
All the best for the rest of your week,
💙 Ricky from Textonality.com 💙