On one of the busiest shopping days of the year, the National Business Aviation Association rolls out a special deal to incentivize prospects to join. The annual promotion provides a recruitment boost and garners some additional social buzz.
How to hack it? While most people associate Black Friday with door-buster deals and crowded shopping malls, the National Business Aviation Association takes a different approach to this traditional kickoff to the holiday shopping season: It offers prospects a chance to save on membership dues with a special promo code.
“Just like retailers, we send out an electronic postcard with the deal to our prospects each year,” says Mike Nichols, NBAA’s vice president of operational excellence and professional development. “While a lot of retailers and corporations have Black Friday specials, it’s not always something you see within the association space.”
Why does it work? NBAA’s offer fits what consumers want on Black Friday. “It’s a discounted rate for membership on a single day, and in our first year, more than 200 people signed up,” Nichols says. In year’s past, the Black Friday deal worked so well that NBAA extended the savings to other major shopping days coinciding with Thanksgiving, including Small Business Saturday.
What’s the bonus? Facebook, Twitter, and other social platforms buzz with messages about how to shop and save on Black Friday. By promoting its discount on social media using the hashtag #blackfriday, NBAA garners greater attention to the membership deal.