Client: A US based, family run custom engraving and woodworking company Focus: Black Friday and Cyber Monday Systemisation Period Reviewed: Previous years compared with this year's campaign
Most small family businesses do not struggle because they lack great products. They struggle because they do not have a clear, repeatable system for the moments in the year that matter. This client has a strong reputation both in-store and across their online channels. Their website is their main ecommerce hub, and they also sell through Amazon, eBay and Etsy. But when it came to Black Friday and Cyber Monday, their approach had always been inconsistent. A couple of emails. The occasional boosted post. Nothing guided by strategy. Nothing they could reuse.
This year, we changed that.
Clarity: Understanding What Actually Moves Sales
Before building anything, we analysed their historical data to understand what sells during this season. That gave us a clear view of their top performing products, what margins allowed for discounting and where the biggest opportunities were.
Instead of relying on one broad offer, we created three intentional offerings:
1. A sitewide coupon to increase overall order volume 2. An offer on a high value Hero product to test appetite for one thousand dollar conversions 3. A tailored discount for a specific product range with tighter margins
This was the first time they had ever taken a structured, data informed approach to Black Friday.
Structure: A Simple, Repeatable Marketing System
We built a three step email sequence that guided customers through the entire weekend.
1. A Wednesday launch email introducing the campaign early 2. A Black Friday email reinforcing urgency and spotlighting top products 3. A Cyber Monday email focusing on last chance action
For ads, we created a mix of single image and carousel creatives featuring their proven seasonal best sellers. We added a static launch graphic to keep everything visually consistent.
Targeting focused on two core groups:
1. Warm audiences including existing customers and lookalikes 2. Broader lookalikes created from their custom audiences
We also set up the foundations that made the whole campaign trackable and simple to run. This included researching and configuring a WooCommerce discount plugin so we could create all the unique codes and have those scheduled so the website only accepted them from the Wednesday to the Monday.
Connecting their Facebook and Instagram tracking so we could see exactly what was converting, and providing the content for the three part email campaign so their team could build and schedule everything in house. This hybrid approach is how we work best. We create the system, guide the strategy and support the fulfilment, while keeping the business in control of its own tools.
Rhythm: One System. One Season. Clear Growth.
Across this same seasonal period in previous years, their ecommerce sales held at a steady baseline. With a simple system in place, this year the same period grew by over 55 percent.
This lift came purely from clarity, structure and consistent delivery. No stress. No guesswork. No last minute pushing.
What Matters Most
The real accomplishment was not only the revenue increase. It was that the business owners could focus on fulfilling orders during their busiest time of year because the marketing was already planned, scheduled and handled.
This is what a system gives you. It turns intention into results without relying on energy spikes or last minute effort. And now this company has a Black Friday system they can repeat and improve for years to come.