If you’re going to consider Black Friday as the biggest day for large retailer shopping, then Small Business Saturday would likely be it for the start-ups and local businesses all over. It’s an occasion wherein shoppers can actually take to the streets and into small shops and businesses, most likely after duking it out on the big stores coming from the mega sales of Black Friday. For a business owner, this is the perfect opportunity to take advantage of the spending rush of the week, and if you think that consumers would be thriftier the weekend after Thanksgiving, you would be way off. In fact, over a hundred million consumers whip out their wallets for Small Business Saturday.
Email away. Marketing for Black Friday and Small Business Saturday does not start only on the days themselves and can even begin as early as a few weeks to a few months before the occasions. For this kind of long term promotion, email is a good way to go especially because your customer base can easily flag your message for reference later on. This is also the reason why social media can be more suited to shorter, real-time updates; with the number of posts and updates in social media sites, you’d have to repost your Small Business Saturday ad a number of times in order to keep it from being pushed down by other news and forgotten. Forbes.com shares some tips on emailing past customers for a successful occasion.
Don’t underestimate word-of-mouth marketing.
Many people forget just how powerful even a few connections can be and just how fast the word can spread when you tell the right people. Small business, after all, is usually built on strong local relationships with the people, and word-of-mouth can spread the good news just as effectively as tweeting or posting on Facebook. A digital smile is way off from the actual banter and smiles that you would share with customers, friends, and family, and asking people in person gives them more incentive in order to visit you and avail of your offers. You can even augment your word-of-mouth marketing by handing out flyers and coupons which you could print out with commercial printers such as PrintPlace.com if you don’t have the time to do it yourself.
On the day, engage customers both online and in person.
A good interaction is usually what convinces a customer to choose one business over another. If two shops selling the same products were set up right next to each other, people would enter the one which they think would give them the a better experience. And sometimes a welcome stall with smiling staff (or owner) is all it takes to seal the deal. Don’t forget to be active online, too, and keep real time updates for customers who are yet to get there. Brand yourself through your actions and disposition just as much as you brand through your logos and posters. Keep the conversations going!
Small Saturday is far from being the end of a week of spending and celebration, but it is the special time for start-ups and small retailers to get their own share of shoppers and the action. Be excited; be prepared; it’s Small Business Saturday soon!