10/21/2024

Behind an Association’s Black Friday Sale

Doing it right means being smart about data

Your local big-box store is planning a Black Friday sale. Why isn't your association?

Associations aren't in the retail business, and a discount on a webinar recording doesn’t have quite the same sizzle as one for a big-screen TV. But association members and customers look for good deals too, and the International Society of Automation (ISA) has enjoyed remarkable success with a dedicated Black Friday sale since ISA piloted it in 2019. The first year's sale brought in less than $50,000, but in 2023 it earned nearly $900,000 and anticipates crossing the $1 million mark this year.

ISA does it by borrowing retail strategies from the corporate world and paying constant attention to data. In its first iteration, said ISA Growth Marketing Manager Christina Ayala Velasquez, the association ran the sale over the course of a weekend, promoted it through ISA channels, and kept discounts modest, around 15 or 20 percent.

Please select this link to read the complete article from Associations Now.