Organizations have many options when it comes to marketing for Small Business Saturday, which occurs on the first Saturday after Thanksgiving. Small Business Saturday encourages consumers to support local businesses. The event drives attention to local small companies, presenting them with an opportunity to create brand awareness and increase local sales.
Taking advantage of Small Business Saturday requires planning, executing, and financing strategies. Funding your efforts can be done through securing a small business loan. The working capital can be used to hire seasonal staff, purchase extra inventory, or pay for a marketing campaign.
However, marketing isn’t always simple. Here’s what you need to know and how to take advantage of small business’s big day.
Ramp Up Digital Marketing for Small Business Saturday
Brands must work to engage customers through both digital and physical means. This omnichannel experience begins with digital marketing basics. You Should Consider:
Building Relationships on Social Media: Connecting with customers on social media can help you capture additional holiday sales. When marketing for Small Business Saturday, you may want to gradually tease out your plans for the big day. You can use social media to broadcast a special offer or invite customers to an in-store event. Social media is ideal for highlighting how you plan to celebrate Small Business Saturday. When posting on social media, be sure to include the #ShopSmall and #SmallBizSat hashtags.
Using Email Marketing: Email campaigns are an effective way to garner consumer attention and bring awareness to exclusive Small Business Saturday deals. It’s important to go beyond broad, generic messages. Personalization is increasingly vital in standing out in email campaigns. Key Strategies to Employ:
- Take the time to get to know your audience.
- Create copy aimed directly at them.
- Highlight promotions that fit their needs.
- Give them a clear action to take in response to the message.
Fostering Online Reviews: Consumers actively research products and services before committing to a purchase. Consider teaming up with an influencer who has a large following and a fair amount of influence within your area or niche. You can send them product samples in return for an honest review. This will help drive visibility and increase consumer confidence.
Implement Traditional Advertising Programs
Small businesses benefit from the ability to offer localized, personal services. You can leverage your relationship with your community to build trust and increase brand awareness. Traditional advertising campaigns can be ideal for furthering your presence in your community. Key Strategies to Employ:
Getting Involved With Your Local Xommunity: Participating in community service events helps you get to know those around you. And helps them get to know your business. Interacting with potential customers in a community setting shows that you’re interested in relationship building rather than just maximizing sales. You could consider sponsoring a charity or local event. Successful community involvement plans require commitment and a genuine interest in what you’re doing.
Run Ad Campaigns With Local Media: If you want to drive engagement at a local level, you must use channels that are specifically aimed at your local community. Your message can slip into the background on far-reaching media channels, but an ad campaign in a local paper can go a long way in helping people connect with your brand.
Offer Deals and Promotions: It’s critical to recognize the importance of deals and promotions when marketing for Small Business Saturday. Limited time offers, and discounts can persuade customers who are on the fence about your products and services to give them a try.
Prepare Your Systems and Operations
If you’re successful at marketing for Small Business Saturday, then you’ll need to be prepared for an increase in volume and customer interactions. Consider:
Optimizing for Mobile: Consumers do everything from product research to actual purchases via smartphones and tablets. Make sure your website is mobile optimized. If your website is not optimized for mobile, you risk running into problems as you work to increase traffic surrounding Small Business Saturday.
Updating Your Website: Make sure your address and contact info is correct on your website. Additionally, review your site to make sure that promotions are prominently displayed, and your payment process is working properly. Put new product pictures out if your current listings seem dated and ensure copy properly reflects your services. Take time to upgrade and adjust your site before the big event.
Hiring Seasonal Staff: Since Small Business Saturday falls in line with the holiday season, it’s a convenient time to bring in extra staff. Seasonal employees can be used to help launch a new marketing campaign, handle sales, or interact with customers.
Managing Your Inventory: One of the most important considerations for Small Business Saturday is that you have plenty of goods to sell. A boost in sales won’t matter if you don’t have inventory available to meet customer needs. Take some time to analyze your supplies and ensure you’re ready for the increase in demand.
By participating in Small Business Saturday, local businesses receive quite a few perks including community support, great local marketing opportunities, and the high potential to reach new customers. Utilize the above marketing strategies to better prepare for Small Business Saturday and take advantage of the shopping frenzy.
Ben Gold is president of QuickBridge, a privately-held financial services firm providing “small business loans” and short-term working capital funding solutions for small-to medium-sized businesses nationwide. Based on its growth, QuickBridge has ranked two consecutive years on the Inc. 500 Fastest Growing American Companies list. Ben is a thought leader in the financial tech. industry and a contributing member of the Forbes Finance Council.
Author, KRISTINA PODNAR is a digital policy innovator. For over two decades, she has worked with some of the most high-profile companies in the world and has helped them see policies as opportunities to free the organization from uncertainty, risk, and internal chaos. Podnar’s approach brings in marketing, human resources, IT, legal, compliance, security, and procurement to create digital policies and practices that comply with regulations, unlock opportunity, strengthen the brand and liberate employees.
Just as we have gotten used to the idea that the EU’s General Data Protection Regulation (GDPR) is a fact of life and have made modifications in our data collection procedures, the Brazil General Data Protection Law (LGDP), the California Consumer Privacy Act (CCPA), and waves of proposed new data privacy laws are swirling in the calm forewarning of a privacy tsunami heading our way. In the middle of such deep acronym swirls, it could be easy to be overwhelmed. However, all the privacy regulations share a number of commonalities and by addressing these now, you will be on high ground as the waves begin to pound.
The compliance life raft
While you will need to pay attention to the details of individual data regulations as they arise, whether already adopted, pending adoption, or only proposed, all the regulations share certain commonalities that you should consider addressing as part of ongoing operations.
Accountability and governance
At the heart of data privacy requirements is the aim to have organizations develop a plan to self-manage data in a way that respects end users. To address accountability and governance requirements in your organization, consider, have you:
- Reviewed the applicability and risk to the organization from data privacy issues, and considered alternatives, including insurance, in case you are fined?
- Mandated that data privacy become part of the policy program, including staff training, measurement, and compliance reporting?
- Clearly documented roles, responsibilities, and reporting lines to embed privacy compliance
Consent and processing
A fundamental privacy regulation concept is that end users are aware when and why their data is collected, and what happens to it once it’s given. To address these requirements, ask yourself whether you have:
- Reviewed that the data being collected and used is necessary and for the benefit of completing a desired action by the user?
- Identified sensitive data and ensured it is treated as such through the use of special encryption or by validating vendor storage practices for sensitive data, etc.?
- Confirmed that user consent for data collection is clearly captured and documented, and that user data can be modified or erased?
Notifications and data rights
Gone are the days of legalese or simply taking data from users because we can. Data privacy regulations require transparency, user awareness, and forthright behavior by businesses. To ensure you get this right, ask yourself whether the organization has:
- Written user notices clearly so they can be easily understood—properly targeted to children where relevant—and are reflective of specific data collection and usage purposes?
- Created and tested processes to correct and delete all user data if needed?
- Developed a solution to give users their data in a portable electronic format?
Organizations that treat privacy as a core design principle will always be in alignment with data privacy regulations. In my consulting experience, I see many self-disciplined organizations that have historically had good privacy practices and have little to address with each new law. To get to that state, ask whether you have:
- Created or updated the policy and associated process to embed privacy into all technology and digital projects, including those outsourced to vendors and partners?
Data breach notification
For many organizations, the question nowadays isn’t whether the organization will have a breach, but rather when will it happen and how will they respond. To address regulatory breach aspects, ask whether the organization has:
- Created (or reviewed and updated an existing) data breach policy and response plan to reflect detection, notification, and the actions to mitigate loss?
- Considered and obtained insurance for a possible data breach and regulatory penalties that the organization may face but not be able to handle on its own?
- Incorporated data breach terms and requirements into all vendor and third-party contracts?
New data privacy regulations state where data physically must be stored, and if transferred to another country, what are the requirements for doing so. Your organization will be well positioned to meet this requirement if it can answer:
- Have we identified and updated all cross-border data flows from the country where the data is collected, and reviewed data export for on-premise and cloud solutions?
Children’s online privacy considerations
Data privacy regulations are concerned with end users, but are even more strict about children and their online data protection and rights. It is best to get ahead of these issues by asking whether the organization has:
- Defined what data it collects from children, whether as a business practice or through efforts like “take your child to work day”?
- Are user notifications and online privacy statements written in a way that a child could understand them, and do they state that parental consent is required?
Contracting and procurement
Most businesses may struggle to understand exactly what personal user data is collected via websites, mobile applications, and other digital platforms, especially through third-party software solutions and vendors. To make sure that your organization isn’t caught out, ask whether you have:
- Reviewed and ensured that all vendors, customers, and third-party agreements reflect data regulatory requirements?
- Defined procurement processes such that privacy is integrated into all products and services the organization buys, including regarding data minimization, the visibility of onward data flows, and data ownership?
By Ted Janusz
Can you relate to this? John Wannamaker, the Philadelphia department store magnate, said “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” But there is one form of marketing, that ALWAYS works … what is it?
WORD OF MOUTH!
Of course, now with the internet and social media, you could call it WORLD of mouth marketing. People are six times more likely to rely on the word of other people when making a buying decision rather than advertising.
In fact, 80% of consumer buying decisions are based on personal recommendations. Here’s why it works …
The average American adult knows 400 people … people you work with, went to school with, or people you know socially. If you assume each of those 400 people know 400 others (of course, there will be some overlap – but let’s keep it simple), you now have an immediate network of 140,000 people.
And if you assume those 140,000 people know 400 others, you are up to one-third of the US population. And what will people spread about your business, good news or bad? Right! Bad news!
Your average satisfied customer will tell 5 to 8 others. But your average upset customer (if you have any) will 10 to 16. In fact, one in five will tell 20 people how upset you have made them.
In their book Creating Customer Evangelists, authors Ben McConnell and Jackie Huba say, “Competition for entertainment dollars – where Dallas Mavericks owner Mark Cuban says he competes – is fierce. To succeed, he must continually focus on increasing the average lifetime value of a Mavs season ticket holder. In 2002, that figure was $300,000, according to Cuban. “The Chicago Cubs, you’ve got to wait in line to get your season tickets,” he says. “That’s the goal … then I don’t have to spend lots of money on salespeople and all kinds of support efforts – I’ve just got to keep [customers] happy. It’s a lot easier to keep ‘em happy than to go out and get new ones to replace ‘em.”
Now the lifetime value of one of your customers may not be $300,000 like it is for the Dallas Mavericks. But once you determine what that value is for you, you’ll realize how important to keep those customers happy – since they, bar none, are your best source of marketing.
Ted Janusz, MBA, CSP is a Certified Speaking Professional who has delighted audiences for more than 5,000 hours, in 49 of the 50 United States, in Canada from Halifax to Vancouver, in Australia, Mexico, and Puerto Rico. Learn more at www.januspresentations.com.
CONTRIBUTING WRITER, LEIGH ELMORE. LEIGH SERVES AS THE EDITOR -AT-LARGE FOR ABWA’S WOMEN IN BUSINESS MAGAZINE AND ACHIEVE NEWSLETTERS.
Pioneering Astronomer Nancy G. Roman was “Mother of the Hubble Space Telescope. Nancy Roman knew from a very early age that she wanted to be an astronomer. Her greatest challenge was convincing the world that she could be a very good one. Overcoming traditional gender roles in the scientific community was almost as daunting a challenge as paving the way for the Hubble Space Telescope, an achievement for which she is most remembered. Roman, known as the “Mother of Hubble,” passed away on Christmas Day 2018 at the age of 93. She was NASA’s first chief of astronomy and one of the first women executives for the agency. Her achievements will live on
Her family moved around the country frequently when she was growing up. Roman cited both of her parents’ interest in the natural world—and her time beneath the clear night skies of Reno, Nevada—as an inspiration for her early interest in astronomy. Fueled by a fascination for the stars, she began her own astronomy club with a group of neighborhood girls when she was 11 years old. Though she knew she wanted to be an astronomer by the time she entered high school, her guidance counselor, who belittled her desire to take mathematics instead of Latin, discouraged her.
A promising student at Swarthmore College, Roman still had to ignore warnings from the Dean of Women and other teachers about studying science, ultimately earning her B.A. in Astronomy in 1946. She later recalled that the only encouragement she was given during her undergraduate years was by a teacher who told her, “I usually try to dissuade girls from majoring in physics but I think maybe you might make it,” National Geographic has reported
Roman went on to receive her Ph.D. in Astronomy at the University of Chicago in 1949, where she worked for six more years at the Yerkes Observatory as an instructor and assistant professor.
Seeing little chance for tenure as a woman, Roman took a position at the U.S. Naval Research Laboratory in Washington, D.C. where she eventually won the trust of her peers and began to work in radio astronomy, geodetics, and microwave spectroscopy.
She attended a lecture on the origin of the moon given at the newly formed National Aeronautics and Space Administration in the late 1950s where she was presented with the opportunity to work for NASA and set up a program in space astronomy.
As she told National Geographic, “The idea of coming in with an absolutely clean slate to set up a program I thought was likely to influence astronomy for 50 years was just a challenge that I couldn’t turn down. That’s all there is to it.”
She dedicated her time at NASA to promoting, initiating and supporting in-space observation, from satellites to the Scout probe. In 1964, her name was even given to a newly discovered asteroid, 2516 Roman.
But Roman’s crowning achievement at NASA was perhaps the greatest gift ever given to astrophysics: the Hubble Space Telescope, the groundbreaking satellite observatory that has generated more than 1.2 million observations and 14,000 scientific papers. Roman tirelessly laid the foundation that eventually made NASA’s space-based observatory a reality.
She retired from NASA in 1979 having prepared the way for Hubble’s eventual launch in 1990. “My work helped others explore the evolution of the galaxy,” she told National Geographic. “I did not let the fact that I was a woman deter me.”
Source: National Geographic, Dec. 31, 2018
The life of an entrepreneur – or at least the idea behind that life – can seem enticing to just about everyone. You launch a new enterprise that makes millions – and maybe even changes the way people lead their lives. But why do some people follow through on such visions with great fanfare and success, while others fail miserably – or never follow through at all?
“There’s just this mindset that the very best entrepreneurs have that positions them for success when others around them are struggling and unable to stay the course,” says Peter J. Strauss (www.peterjstrauss.com), an attorney, entrepreneur and author of the upcoming book The Accidental Life.
Strauss says that anyone who is feeling the entrepreneurial tug, and wants to mimic the most successful entrepreneurs, would do well to consider these three points:
- Remember that fortune favors the bold. On the outside entrepreneurs may appear confident and assured in their actions, ready to take the steps needed to achieve success without hesitation. In reality, Strauss says, most successful entrepreneurs have a voice inside them imploring them to wait, to not take that chance. The difference between them and others is they ignore that inner voice. “In my career, I tried to prepare myself as best I could for my next step, but I always had to take a leap of faith to some degree,” Strauss says. “There’s never going to be perfect time or situation that is a guaranteed win. For any significant opportunity, there is always a risk.”
- Take the “life gives you lemons” approach. Things don’t always work out the way we hope, but that doesn’t mean you have to accept defeat. Strauss points out that Steve Jobs was once fired by the board of the company he founded. “Steve Jobs easily could have decided that his life as an entrepreneur was not meant to be,” Strauss says. “Instead, he built another company and eventually found himself back at the helm of Apple. Jobs knew that whatever happened, his was not going to be a story of failure.” It’s inevitable that life will throw you curveballs, he says, so learn to hit them. “The good news is that adaptability can be learned,” Strauss says. “The more you train yourself to see possibility in the curveballs, the more you will adapt to hitting singles, doubles and even home runs.”
- Understand the “family” connection. Businesses often describe their organizations as “family.” Sometimes that’s just lip service, Strauss says, but in the best corporate cultures the team respects one another and holds each other accountable – much like a family. “If you are in a leadership position, it’s up to you to instill this mindset and to be the role model for it in your company,” he says. He even discovered that the business family he created as an entrepreneur helped make him a better parent. “If I don’t set clear goals and expectations at work, I can’t be disappointed or surprised when my team falls short,” he says. “The same holds true at home. Framing expectations as a dialogue will make your family and your team feel valued.”
“Ultimately, no matter the obstacles, entrepreneurs just find a way to persevere and get the job done,” Strauss says. “But that doesn’t mean it’s always easy. There are real risks involved. People rarely see all the ins and outs and ups and downs of what it takes to reach a place where you feel real success.”
About Peter J. Strauss
Peter J. Strauss (www.peterjstrauss.com) is an attorney, entrepreneur and author of several books, including the soon-to-be-released The Accidental Life. He is the founder and managing member of The Strauss Law Firm, LLC, on Hilton Head Island, S.C, and also the founder and CEO of Hamilton Captive Management, LLC. He is a graduate of the New England School of Law and of Harvard Business School’s Owner/President Management program.