A Satellite Media Tour can help promote your product for both Black Friday and Cyber Monday. The challenge is making sure viewers hear the right offer when their interview airs.
Build the segment around what the product does and why someone would want it. Then adjust the promotional details to match each station’s expected air date.
Explain the Product Before the Price
Start with useful shopping advice. What should someone look for in headphones? Which features make a coffee maker easier to use? What makes a travel accessory worth packing?
Choose two or three points and a simple demo that shows the benefits. Give the host suggested questions and prepare the spokesperson to answer naturally.
Once viewers understand the product, explain the offer. A discount is more meaningful when people know what they are getting.
Prepare the Offer for Each Shopping Period
Before tour day, write short, approved talking points for:
- Before Black Friday: When the sale starts and where viewers can find it.
- Black Friday weekend: What the current offer includes, where it is available and when it ends.
- Cyber Monday: What shoppers can buy online and whether the price or package has changed.
For example, a coffee maker might be discounted over Black Friday weekend, while the Cyber Monday offer includes coffee and accessories. The spokesperson needs to know which offer applies to each interview.
If the offer stays the same throughout, use consistent wording. Also prepare talking points without a promotion for segments airing after the sale.
Keep the Demo Simple and Consistent
Use the same main demo throughout the tour. The spokesperson can concentrate on delivering it clearly while adjusting the offer details as needed.
Present the product first and the promotion afterward. For example, demonstrate how the coffee maker works, then explain where to buy it and which offer applies.
Prepare a shorter demo, too, in case an interview has less time than expected.
Give Viewers One Clear Next Step
Several retailers, prices and discount codes can be difficult to remember.
Where possible, send viewers to one simple webpage showing current offers, participating retailers and product availability. Check that it works on mobile and update it as promotions change.
If shoppers need a discount code, make it easy to remember and test it before the tour.
Check the Expected Air Date
Some interviews air live; others are recorded for later airing. An interview conducted before Black Friday could run during the weekend, on Cyber Monday or later.
Confirm the expected airing window and clearly mark the appropriate offer in the spokesperson’s schedule. Avoid phrases such as “tomorrow” unless they match the planned air date. Stations retain editorial control over scheduling.
At PLUS Media, we coordinate the story, demos, promotional details and interview schedule to help clients communicate clearly across both shopping events.
Contact PLUS Media to plan your Black Friday and Cyber Monday SMT.
