As the holiday season approaches, local businesses look to prepare themselves for the the influx of customers. This means that as a business owner you need to spend more time building a marketing strategy and creating advertising opportunities to share your message with proposed customers. These next six weeks are your business’s last stand in creating a profitable year, so focus on a plan that will create name recognition and increase sales.
Although the concept of Small Business Saturday was created by American Express, the notion of supporting a community is something that every consumer can rally around. Especially when they are going to be home during a holiday weekend and because of Black Friday deals, in the mood to spend money while shopping for gifts.
As a small business, you should be concerned with spreading the message of your business’s accessibility to returning and new customers. Building a campaign that appeals to both may seem difficult. After all, one message is inviting someone in for the first time, while the other is welcoming a customer back. It may help to build a strategy around ideas and emotions than a specific type of customer.
Perhaps, you focus your message on bringing friends and neighbors together for a day of shopping and holiday fun. Plan to have gift wrapping or holiday refreshments available and promote them as part of the celebration.
Your store could team up with a local charity or non-profit organization and hold an event that would draw people to support the cause and your business. The holidays are a time when many people are looking to share resources with their community, so give them the opportunity to do that by building a cause marketing campaign.
Your business could also just promise to offer your customers the best deals. Without focusing on the type of experience they’ll have, share with them the deep discounts you’ll be offering. While it may not share some of the pageantry as other promotions, it will increases foot traffic and interest in your store.
Small Business Saturday has become a national rallying cry to implore local consumers not to ignore their neighborhood stores, as large chain businesses take advantage of their inventory and reach when they offer Black Friday deals. While sponsored by a large company, the message of shopping local and supporting community businesses is a positive one that all business owners should embrace and promote
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.