Stop Underspending During BFCM Lead In

In this episode of Better Advertising with BTR Media, Justin, an account director at BTR Media, discusses common mistakes brands make during the Black Friday/Cyber Monday period, also known as the Turkey 12. He advises against pulling back budgets during the lead-in period when shoppers are browsing and building carts, as it's a cost-effective time to increase visibility and brand awareness. He also cautions against overspending by impulsively chasing sales without analyzing data. Justin emphasizes the importance of budget fluidity to adapt to the evolving deal periods and the necessity of running promotions to attract deal-seeking customers. He encourages brands to view this period as a customer acquisition opportunity and to leverage the condensed timeframe due to the late Thanksgiving by maximizing visibility during the lead-in.