Interview: icelolly.com share their thoughts on Black Friday

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icelolly.com discuss the impact of Black Friday on their business and the takeaways from last years Golden Quarter that will  be applied this year.

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What does your business do, and what would you say makes it an exciting company/brand?

icelolly.com is made up of three commercial pillars: Search, Deals and Media. The trio work together to provide a fair, transparent and user-friendly holiday comparison marketplace.

icelolly.com simplifies what can be complicated and frustrating for many by inspiring holidaymakers and putting fun and personality into the search and book process. It’s utterly unbiased, focused only on offering each customer the best possible experience.

The company may be relatively small, but we punch above our weight in all marketing, technology and sales efforts.

What do you think of global retail events like Black Friday? Are they a positive thing for your business or do they make your job harder?

As with many other marketing opportunities throughout the year, Black Friday is a peak period for us. The key is to anticipate the rush, build momentum in the run up to it and make the most of the additional traffic.

Our Product & Commercial teams are constantly sourcing and curating deals, some of which are exclusive to us. They are all of high quality or simply at a price not to be missed, and sometimes even feature additional added value. Therefore, the challenge for the Black Friday weekend was to surpass the expectations of our audience and give them a collection of specially selected offers to choose from.

What did you learn from Black Friday 2017 and how has that been implemented in your 2018 plans?

Last year we published 34 deals, all of which had up to 50% off the price and featured free child places and low deposits. The most popular deals in 2017 were the Occidental Lanzarote Playa in Costa Teguise and LABRANDA Mares Marmaris in the Dalaman Area of Turkey, so we will be including more of the same, as well as more inspirational destinations and experiences.

Interestingly, in 2017 we had the most unique page views on the Sunday, 7.5% more than on Black Friday itself, which goes to show that consumers are engaged across the entire weekend. As of this, we’ll ensure that all our offers are available to book until Monday, 26th November.

This year, we're upping the ante and have been really strict with the criteria that will qualify deals for inclusion in this exclusive Black Friday collection. Most holiday offers will have an up to 50% discount, but we’ll also be looking at deals in their own merit and making a call based on the added value. In addition to this, we’ll be promoting the strong product offering that our travel partners and online travel agents will be publishing across the weekend. Our special Black Friday Deals collection will be marketed via affiliates, email, PPC, on social and through push notifications on our app.

We’re also keen to educate our customers about the event, something which we’ve never done before, so we’ll be posting a piece on the blog that shares all the best hints and tips on how to ‘win’ at Black Friday and find the best deals on holidays, experiences and more.


What value can affiliates contribute to an advertiser’s objectives during Black Friday?

By sharing our Black Friday deals, creatives and sales messaging, affiliates can capitalise on our promotion and earn commission for the leads they drive to our website. This should be easier than normal as the quality of the deals published over the long weekend should entice audiences to click and call.

Since we are a price comparison site, visitors don’t actually need to book a holiday for this commission to be earned, it’s enough for them to just make a phone call to enquire or click on the ‘View Deal’ button.

How do you think Black Friday and the wider Cyber Weekend are evolving? What do you think these events will look like in the future?

Black Friday, Cyber Monday and everything in between is getting bigger year on year and now stretches to a full week, rather than a weekend. I expect this trend will continue and would not be surprised if the event soon spanned a fortnight. The tell tale signs are already there, with some high street shops spreading out their offers to avoid chaos and online retailers like Amazon keeping them online for ~10 days.

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