Created by American Express in 2010, Small Business Saturday® is a day to celebrate small businesses and encourage people across the country to support these businesses by shopping at their local mom-and-pop stores.
This nationwide movement is held the Saturday after Thanksgiving in hopes of bringing more awareness and exposure to small businesses during one of the biggest shopping weekends of the year. So how can small business owners market themselves to make the most of this shopping holiday?
We’ve laid out a few last minute ways to prepare for the big day.
Hand Out Product Samples
73% of consumers say they are more likely to buy a product after trying it. While handing out product samples is hardly a new concept, many companies struggle with not only identifying which product to sample, but also justifying the spend on such an endeavor.
Since samples cost money, ensure you know who your target audience is before deciding on which product you will sample. Assuming that everyone could benefit from using your product is problematic and could cause you to end up losing your investment.
Consider also using sample giveaways as a lead generation tool by capturing email addresses or contact phone numbers in exchange for your product. Part of your follow up with these potential customers could be a survey on what they liked or didn’t like about the product. You may find that you close other sales as a result of your outreach!
Host a Contest
Offering an in-store or online contest is a proven way to increase customers and your fan base; however, it’s crucial to know what you want to achieve before officially launching any sweepstakes.
Are you looking to increase store traffic? Or looking to drive online purchases? Keep things simple and ensure the entry process is easy as well. Long form-fills can result in high bounce rates on webpages and low participation from your customers.
While the promotion itself is a great way to drive traffic, following up after the contest is just as important. Consider hosting a customer appreciation hour where all customers will receive a higher discount for that particular time of day. Do you have a referral program in place? Referral programs can provide customers with discounts that bring more business in your door.
This word-of-mouth marketing tactic is an excellent way to get in front of new audiences that wouldn’t necessarily be familiar with your business.
Pop-Up Shops
With larger brands such as Nike embracing this trend, it appears pop-up shops are here to stay.
A pop-up shop is a temporary retail space that is an excellent way to generate brand awareness, test out new products and attract new customers into your store.
Since pop-up shops have a short shelf life, you’re creating a sense of urgency with your customers that might also drive more sales. There are a variety of formats ranging from the food-truck craze, to a standalone kiosk or a store within your store – what’s great is that you’re free to go where your customers are.
While pop-up costs are minimal and you’re only committing to a fixed period of time, the key to success is remembering to get the word out before you actually open the doors.
Utilize your social media channels and influencers to help build buzz. Consider inviting your local media for a preview event or the official launch party. Your marketing strategy must be on-point during the planning and execution phases.
Online Options
While the majority of the above options are considered offline marketing tactics, you’ll still want to ensure your online storefront is fully stocked and up to date on your special offers.
Is your About Us page updated and accurate? How about your contact information? Make sure your business contact information is easy to find throughout your website and located on every single page.
If it isn’t clear to the public what your business does within seconds of landing on your website, you need to make adjustments.
Do you have a hassle-free return policy? How about free shipping on all orders over a certain monetary amount?
Overcome possible sales objections by sprinkling content that helps clients decide why they should buy from you in the first place. If you price-match from your competitors, consider prominently displaying that information on your website.
Utilize your social media channels to alert your online followers to in-store or online specials and promotions. Social media can be an excellent tactic for getting new and local business and also engaging with your current customers.
Remember that creating accounts alone won’t generate business, but if you identify which channels are the most popular with your current and prospective customers and then adjust the messaging for each of the various channels, you may see higher conversion rates as a result.
Small Business Saturday is a great opportunity for small businesses to foster a sense of community, build relationships with new and existing customers and kick off a successful holiday sales season. Download Encouraging Awareness: New Tactics & Opportunities for Product Marketing for more results-driven tips that will help you drive people through your doors year-round.
Author Amanda Eldridge is the director of strategic channels at PR Newswire where she educates small business owners and nonprofits on affordable PR & marketing solutions. She has 15 years of experience in both communications and journalism and has worked in a variety of roles to put her into a position of expertise in her field. Follow her at @prnsmallbiz for tweets about small business marketing trends.
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