Three days that decide a quarter. What to shoot in March, and why price alone has stopped working.
What differentiates is no longer the discount
Three reasons the percentage has stopped being enough.
Everybody announces a discount on those days, which makes the figure invisible.
Part of the discounts are perceived as calculated on a price raised a few weeks earlier, which has installed a lasting distrust.
And the buying decision rests on the instalment and on delivery confidence, not on the percentage.
What really differentiates: the demonstration of the product by an ordinary person, the detail of the financing, clarity about the deadlines and proof that after-sales service exists.
Instalment payment is part of the script
Four elements to build into the script.
The number of payments and the amount, dealt with above.
What is included or not in the displayed price, notably delivery.
The payment methods accepted, information more decisive than people think.
And the return conditions, often the last obstacle.
One compliance note: any figure announced about financing is checked before publication, and the video must be capable of being pulled quickly if the conditions change.
Shooting in March
Four reasons production happens two months ahead.
The creators are available, which will no longer be true in April.
The products are in stock and can be sent without urgency.
The approvals, legal ones included, take the time they need.
And you keep April for variants and corrections, not for initial production.
One planning consequence: the March shoot produces a neutral base, and the price mentions are added as on-screen text at the last moment. That is what allows a figure to be changed without reshooting a video.
Stock and the delivery promise
Four mistakes costing more than the campaign.
Promoting a product whose stock will not last three days.
Announcing a delivery time that will not be met, which produces lasting negative reviews.
Forgetting to state the areas of the country where the time is longer.
And leaving online a video promoting a sold-out item, which turns the campaign into a disappointment generator.
What to prepare for the second day
Three pieces of content almost nobody plans.
The answer to the most asked questions of the first day, filmed that same evening and published the next morning.
The short version restating the conditions, for people who have been hesitating for twenty-four hours.
And the last-hour message, shot in advance, announcing the end of the operation without exaggerating urgency.
One production note: those three pieces are shot in March, with the others, leaving the figures blank.
What you shoot for a retail week
| Video type | What it does | Useful count |
|---|---|---|
| The product hook | Stop the scroll | Three variants of the opening |
| The demonstration | Remove the doubt | One per product |
| The objection answer | Handle delivery and returns | One only, reusable |
What separates a retail week from a one-off promotion
Volume and competition. Everyone posts at once, so the winning video is the one saying something precise, not the one shouting louder.
What is kept for afterwards
The videos with no mention of the operation. Once the week ends, they go back into everyday advertising with no reshoot.
What to keep for afterwards
Four uses of the rushes once the operation is over.
The product demonstrations, reusable all year once the disclosures are removed.
The customer opinions, which feed the product listings.
The service and delivery shots, useful in a normal period.
And the unpublished variants, which become the basis for the next quarter's advertising tests.
One last marker: those three days are not won with the biggest discount, they are won with the video answering fastest the only question the buyer is asking in front of the screen: how much a month, and when does it arrive.
