SMALL BUSINESS SATURDAY
Small Business Saturday celebrates and helps you discover small businesses. The Shop Small® movement began in 2011 and each year has continued to evolve and become a springboard for small businesses to leverage the holiday shopping experience.
According to the Small Business Saturday Consumer Insights Survey commissioned by American Express and the National Federation of Independent Businesses, in 2017, an estimated 108 million consumers reported shopping or dining at local independently-owned businesses on Small Business Saturday — generating roughly $12 billion in reported spending.
As shopping small catches on in communities everywhere, Small Business Saturday goes from a cause to a day of community celebration. In 2017, there were 7,200 neighborhood champions organizing shop small events throughout their local communities. These champions spread the word about shopping small and supporting local businesses and encourage fellow business owners to unite in a community effort to attract new customers.
If you’re an independent business owner, now is the time to think about how you can leverage Shop Small Business on November 24, 2018!
By garnering support from fellow business owners, you can save by:
- Combining monies in a coordinated advertisement. Participating business owners, share in the cost of a print ad resulting in larger ad size at a fraction of the cost.
- Branded marketing piece featuring event highlights. It is recommended that this piece is professionally created by a marketing specialist and cost shared. Then each business participating in the event will be sharing the same message.
- Coordination of branded social media imagery and messaging. For those of you who manage your own social media – a joint calendar of standard messages can be created and shared amongst participating businesses. Therefore, all participating businesses are sharing the same message.
- Leverage newsletters and email lists. Tell your customers what you’re planning and to save the date. With each business sharing the same information, your business reaches new audiences.
Perhaps you’re a service business and not a brick and mortar store. How do you leverage this movement? Find a group of businesses to partner with. Participate as a sponsor. Have a grand prize give-a-way and collect contact information for follow-up. Be a breakfast or beverage sponsor.
The Edmiston Group works with a number of small businesses. By leveraging the power of the #shopsmall movement and planning ahead, small business owners can compete. Social media has made has helped to level the playing field. Create buzz around your event and get shoppers excited to see what each business has to offer. Download your Small Business Saturday Marketing Assets today. Need help to plan and execute? Give us a call at 724-612-0755.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.