Big Clock with Time for Review where the hours should display and the hour hand pointing to review - reflecting on Qa

Reflecting on Q1: How Has Your Business Grown & What’s Next for Q2?

by BlogEdmiston Group

As the first quarter of the year comes to a close, now is the perfect time for small business owners to reflect on their progress and plan ahead for Q2. Have you met your customer acquisition goals? What marketing strategies have worked best? Evaluating your efforts now will help you refine your approach for continued success in the next quarter.

Reviewing Your Q1 Successes & Challenges

Before looking ahead, take a moment to assess your Q1 performance:

  • Which marketing campaigns attracted the most new customers?
  • Did you maximize social media, email marketing, or paid advertising?
  • Have you built strong customer relationships through loyalty programs or engagement?
  • What areas could use improvement in terms of outreach and conversions?

Analyzing these factors will provide valuable insights into what’s working and what needs to be adjusted.

Planning for Q2: Fresh Strategies for Growth

With Q2 comes new opportunities, seasonal changes, and upcoming holidays that businesses can leverage to attract more customers. Here’s how you can make the most of it:

Spring into New Marketing Initiatives

  • Refresh your branding with spring-themed visuals and messaging.
  • Promote spring cleaning or renewal-related services for businesses in home improvement, fitness, wellness, or organization.
  • Highlight new products or limited-time seasonal offers.
  • The Pittsburg Home Show has just ended. As you look at upcoming spring events do you have a follow-up plan in place?

Leverage Upcoming Holidays & Events

  • Easter (March 31st): Offer holiday promotions, themed giveaways, or family-friendly events.
  • Earth Day (April 22nd): Showcase eco-friendly initiatives, sustainable products, or green business practices.
  • Mother’s Day (May 12th): Run special sales, gift bundles, or service packages tailored to celebrate moms.

Enhance Customer Engagement & Retention

  • Revamp your email marketing strategy to nurture new leads from Q1.
  • Create customer loyalty incentives or referral programs to encourage repeat business.
  • Engage your audience through interactive content like live Q&As, behind-the-scenes content, or contests.

Optimize for Seasonal Shopping Trends

  • Adjust product offerings and promotions to align with seasonal demand.
  • Plan ahead for summer marketing by preparing campaigns in late Q2.
  • Use local events, markets, and fairs to connect with new customers in person. Prepare a give-a-way or offer some way to obtain emails and nurture new customers through email marketing as well as other efforts.

Setting Goals for a Strong Q2

To ensure continued growth, set measurable goals for the next quarter:

  • Increase website traffic by X% through enhanced content marketing.
  • Grow your email list by offering exclusive Q2 discounts.
  • Boost customer engagement on social media through regular posting and interactive content.

Q1 has laid the foundation for growing your business now it’s time to refine, adapt, and increase sales and customers in Q2. By analyzing your past efforts, leveraging seasonal opportunities, and setting strategic goals, your business can continue attracting new customers and strengthening relationships with existing ones.

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Grey deskmat background with pen and note pad and the message the power of storytelling

The Power of Storytelling: How to Use Your Brand’s Story to Attract Customers

by BlogEdmiston Group

Every small business has a unique story to tell. Whether it’s the inspiration behind your brand, the challenges you’ve overcome, or the passion that drives you, storytelling is a powerful way to connect with customers on a deeper level. A compelling brand narrative makes your business more relatable, builds trust, and ultimately drives sales. Here’s how to craft an engaging story that resonates with your audience.

Why Storytelling Matters in Marketing

Consumers today don’t just buy products or services—they invest in brands they connect with. A well-told story can:

  • Differentiate your business from competitors.
  • Create emotional connections that foster customer loyalty.
  • Make your brand more memorable and shareable.
  • Build trust and authenticity in an increasingly skeptical marketplace.

Tips for Crafting an Engaging Brand Narrative

  • Define Your “Why”
  • What inspired you to start your business?
  • What problem are you solving for your customers?
  • How do your values and mission shape your brand?

Make It Personal

  • Share real experiences, struggles, and triumphs that led to your success.
  • Use personal anecdotes to make your brand more human and relatable.
  • Feature key team members or customers who have played a role in your journey.

Keep It Authentic

  • Avoid over-polishing your story—customers appreciate honesty and transparency.
  • Don’t be afraid to highlight challenges and setbacks, as they make your success more inspiring.

Stay true to your brand’s voice and values.

  • Engage with Visuals
  • Use high-quality photos, videos, or behind-the-scenes content to bring your story to life.
  • Create short-form videos for social media that showcase your journey, process, or impact.
  • Feature before-and-after images if applicable to your business (e.g., a bakery showing cake transformations or a contractor showing home renovations).

Incorporate Storytelling Across Marketing Channels

  • Website: Have an “About Us” page that tells your brand’s story in an engaging way.
  • Social Media: Share customer testimonials, behind-the-scenes moments, and founder stories.
  • Email Marketing: Send storytelling-driven emails that highlight your journey, special milestones, or customer success stories.
  • Blog Content: Write detailed blog posts about how your business started, challenges you’ve overcome, or the impact you’re making.

Encourage Customers to Share Their Stories

  • Feature user-generated content and testimonials from happy customers.
  • Ask for and share customer success stories that align with your brand’s mission.
  • Run a social media campaign encouraging customers to share how your product or service has impacted them.

Storytelling isn’t just about marketing—it’s about creating meaningful connections with your audience. A well-crafted brand story can attract loyal customers, inspire engagement, and set your business apart. Start sharing your journey today, and watch how storytelling transforms your brand’s impact.

How do you use storytelling in your business?

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

marketing plan - a woman on the left side in a thinking position with the text A Goal without a plan is just a wish

How to Create a Winning Marketing Plan for Your Small Business

by BlogEdmiston Group

A well-crafted marketing plan is essential for small businesses looking to grow, attract customers, and stand out in a competitive market. Whether you’re just starting or refining your strategy, following a structured approach can set you up for success. Here’s a step-by-step guide to creating a marketing plan that works.

Step 1: Set Clear Goals

Before launching any marketing effort, define what success looks like for your business. Your goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

Examples include:

  • Increase website traffic by 30% in six months.
  • Grow social media engagement by 20% in the next quarter.
  • Generate 50 new leads per month.
  • Grow your email list by 25 new customers a month

Step 2: Identify Your Target Audience

Do you know who your customers are and what they like? Understanding your ideal customers is key to effective marketing. Define your target audience based on demographics, interests, and behaviors.

Consider:

  • Who are your current customers?
  • What problems does your product or service solve?
  • Where do your customers spend their time online and offline?

Step 3: Choose the Right Marketing Strategies

Once you know your audience, determine the best ways to reach them. Some popular small business marketing strategies include:

  • Social Media Marketing: Engage customers on platforms like Facebook, Instagram, LinkedIn, and TikTok. By understanding who your customers are will help you determine where they spend their time online.
  • Content Marketing: Create blog posts, videos, or podcasts that provide value and establish expertise.
  • Email Marketing: Build an email list and nurture leads with personalized messages and promotions.
  • SEO and Local Search: Optimize your website for search engines and claim your Google My Business listing.
  • Paid Advertising: Use Google Ads or social media ads to boost visibility and attract leads.

Step 4: Develop a Budget

Determine how much you can allocate to marketing efforts. Even with a small budget, you can leverage free and low-cost strategies like organic social media, networking, and referral programs. If possible, allocate funds for paid ads or professional content creation to enhance your efforts. Participation in community events can provide great exposure to attendees. Involvement with nonprofit organizations by supporting their social cause will expose your business to their audiences and supporters as well as help the cause.

Step 5: Implement and Track Your Plan

Execution is key. Use a marketing calendar to schedule campaigns and content. Monitor your progress using analytics tools such as Google Analytics, Facebook Insights, or email marketing dashboards. If you aren’t tracking the results how do you know what is working?

Key metrics to track can include:

  • Website traffic and conversion rates
  • Social media engagement
  • Email open and click-through rates
  • Return on investment (ROI) for paid ads

Step 6: Adjust and Improve

Marketing is an ongoing process. Regularly review your results, identify what’s working, and refine your approach. If a campaign isn’t delivering expected results, tweak the message, try a different channel, or adjust your budget.

A strong marketing plan helps small businesses stay focused, attract the right customers, and achieve sustainable growth. By setting clear goals, knowing your audience, choosing effective strategies, and tracking progress, you can build a winning marketing approach that evolves with your business.

Need help crafting your marketing plan? Contact [email protected].

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

personal branding - colorful sticky notes fanned on a cork background iwth Build Your Personal Brand on the top note

The Importance of Personal Branding for Business Owners

by BlogEdmiston Group

In today’s competitive business landscape, small business owners must do more than just promote their products or services—they need to market themselves. Personal branding helps establish credibility, build trust with your audience, and position you as an expert in your industry. How you operate in various aspects of life can be reflective in business as well. For example, if you’re always running late for appointments what does that say to the person on the other end that is left waiting time and time again. You’ve heard the phrase “they’re never on time”. What that means to others is you don’t value them or their time – you’re more important.

Here’s how you can develop a strong personal brand and use it to grow your business.

Why Personal Branding Matters

A strong personal brand sets you apart from competitors and makes your business more relatable. Customers want to buy from people they trust, and by sharing your knowledge and expertise, you build lasting relationships. Whether you’re an entrepreneur, consultant, or small business owner, your personal brand influences your professional success.

How to Position Yourself as an Expert

  • Find Speaking Opportunities
  • Offer to speak at local business events, industry conferences, or networking groups.
  • Join online webinars and podcasts as a guest expert.
  • Reach out to event organizers with a compelling pitch showcasing your expertise.

Start Blog Writing

  • Create valuable content that educates your audience on industry trends and best practices.
  • Share insights, case studies, and personal experiences to connect with readers.
  • Guest post on reputable industry blogs to expand your reach.

Participate in Industry Expert Panels

  • Join professional associations and industry groups to gain visibility.
  • Apply for panel discussions at trade shows, business summits, and online forums.
  • Engage in Q&A sessions and share your insights on trending topics.

Additional Tips for Strengthening Your Personal Brand

  • Be Consistent Across Platforms: Ensure your social media profiles, website, and LinkedIn presence reflect your expertise and brand message.
  • Engage with Your Audience: Respond to comments, participate in discussions, and share valuable content on social media.
  • Leverage Video Content: Use YouTube, Instagram Reels, and LinkedIn Live to showcase your expertise in a more personal and engaging way.
  • Network and Collaborate: Connect with other industry leaders, collaborate on projects, and exchange guest blog opportunities.

Personal branding is not just about self-promotion—it’s about building meaningful connections and establishing yourself as a trusted authority. By finding speaking opportunities, writing insightful blogs, and participating in industry panels, you can elevate your credibility and grow your business. Start developing your personal brand today, and watch your business thrive!

How are you building your personal brand? Share your thoughts.

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Big green text New Year on white background with checkboxes for Goal plan and result representing smart marketing

Kick Off the New Year with Fresh Goals: SMART Marketing for 2025

by BlogEdmiston Group

The start of a new year is the perfect time to reassess, refocus, and recharge your small business marketing strategy. By setting clear, actionable goals and staying ahead of emerging trends, you can position your business for success in 2025. Here’s how to kick off the year with a marketing game plan that delivers results.

Setting SMART Marketing Goals for the Year

Effective goals are more than vague aspirations. They need to be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Here’s how to apply this framework to your marketing strategy:

  1. Specific: Define clear, focused objectives. For example, instead of saying, “I want more website traffic,” aim for “I want to increase website traffic by 25% in the first quarter.”
  2. Measurable: Attach metrics to your goals. Tools like Google Analytics or social media insights can help track progress. For instance, you might set a goal to grow Instagram followers by 1,000 or achieve a 5% email open rate increase.
  3. Achievable: Be ambitious but realistic. Consider your resources, team capacity, and budget when setting targets.
  4. Relevant: Align your goals with your broader business objectives. If your priority is customer retention, focus on strategies like loyalty programs or personalized email campaigns.
  5. Time-bound: Assign deadlines to keep yourself accountable. Break larger goals into quarterly or monthly milestones to stay on track.

Trends to Watch in Small Business Marketing for 2025

Staying ahead of trends is crucial in the ever-evolving marketing landscape. Here are some key developments to watch and incorporate into your strategy this year:

  1. AI-Powered Marketing: Leverage AI tools for personalized email campaigns, chatbots for customer service, and predictive analytics to refine targeting.
  2. Short-Form Video Content: Platforms like TikTok (as of this writing is still a viable option), Instagram Reels, and YouTube Shorts continue to dominate. Showcase your brand with engaging, bite-sized videos. YouTube Shorts is owned by Google so playing with the platform that also controls your website’s searchability is not a bad thing.
  3. Interactive Content: Quizzes, polls, and augmented reality experiences are excellent for boosting engagement and capturing customer data.
  4. Sustainability and Purpose-Driven Messaging: Consumers increasingly prefer brands that demonstrate environmental and social responsibility. Highlight your sustainability efforts authentically.
  5. Hyper-Local Marketing: Focus on connecting with your immediate community through local SEO, partnerships with nearby businesses, and participation in events.

Audit Your 2024 Performance and Adapt

Before diving into new strategies, take time to reflect on your 2024 performance. A thorough audit will help you identify what worked, what didn’t, and where to improve. Here’s how to do it:

  1. Review Key Metrics: Analyze your website traffic, social media engagement, email campaign performance, and sales conversions. Identify trends and patterns.
  2. Evaluate ROI: Assess the return on investment (ROI) of your marketing efforts. Which channels and campaigns delivered the best results?
  3. Identify Weak Spots: Look for areas where your efforts fell short. Was your content consistent? Did you struggle to reach a specific audience?
  4. Gather Customer Feedback: Use surveys, reviews, or one-on-one conversations to understand what your customers value and where you can improve.
  5. Set Actionable Changes: Based on your findings, adjust your strategy. For example, if your email open rates were low, experiment with subject lines or segmentation.

Start Strong in 2025

January is the perfect time to lay the groundwork for a successful year. With SMART goals, awareness of emerging trends, and insights from your 2024 audit, you’ll be well-equipped to make 2025 your best year yet. Whether it’s leveraging new technology, engaging your audience with creative content, or fine-tuning your strategy, the key is to stay proactive and adaptable.

What are your business’s marketing goals for 2025? Share them in the comments, and let’s inspire each other to achieve great things!

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

green and pink shopping cart with sign with text Customer Loyalty representing strategies to build loyalty

Focus on Customer Retention: Strategies to Build Loyalty and Re-Engage Customers

by BlogEdmiston Group

As a small business owner, attracting new customers is essential, but retaining your existing ones is even more critical. Studies show that it’s 5-7 times more cost-effective to keep a current customer than to acquire a new one. By focusing on customer retention, you can build a loyal customer base that continues to support your business over time. Here’s how to do it.

Tips for Creating Loyalty Programs

Loyalty programs are one of the most effective ways to reward repeat customers and incentivize continued engagement with your brand. Here are some ideas to get started:

  1. Points-Based Programs: Let customers earn points for every purchase they make, which can be redeemed for discounts, free products, or exclusive perks. For example, “Earn 1 point for every $1 spent, and get $10 off when you reach 100 points.”
  2. Tiered Rewards: Offer different levels of rewards based on spending or engagement. For instance, customers at the “Gold” tier could receive early access to sales, while “Platinum” members enjoy free shipping on all orders.
  3. Punch Cards: This simple yet effective strategy works well for businesses like coffee shops or salons. “Buy 9, get the 10th free” is a classic example that motivates repeat visits.
  4. Referral Bonuses: Encourage existing customers to bring in new ones by offering incentives. For instance, give both the referrer and the referee a discount or freebie when a successful referral is made.
  5. Exclusive Member Perks: Make loyal customers feel special by offering VIP experiences, early access to new products, or members-only events.

Email Marketing Techniques to Re-Engage Past Customers

Email marketing remains one of the most powerful tools for customer retention. Use these techniques to bring past customers back:

  1. Win-Back Campaigns: Target customers who haven’t purchased in a while with a personalized email. Highlight what they’ve bought in the past and include an enticing offer to encourage their return, such as “We miss you! Here’s 15% off your next order.”
  2. Personalized Recommendations: Use purchase history to suggest complementary or updated products. For instance, “You loved our skincare set—try our new moisturizer for the winter season.”
  3. Exclusive Offers: Reward past customers with limited-time discounts or special deals. For example, “As a valued customer, enjoy early access to our semi-annual sale.”
  4. Anniversary and Birthday Emails: Send emails celebrating a customer’s anniversary with your brand or their birthday. Include a small gift or discount as a token of appreciation.
  5. Educational Content: Share helpful tips, how-tos, or relevant information related to your products or services. Engaging content keeps your brand top of mind without being overly promotional.

Bonus Tip: Collect and Act on Feedback

One of the best ways to retain customers is by actively listening to their needs and improving their experience. Use surveys, reviews, or direct conversations to gather feedback, and implement changes based on their input. When customers feel heard, they’re more likely to stay loyal.

The Bottom Line

Customer retention isn’t just about rewarding loyalty—it’s about building meaningful relationships. By implementing thoughtful loyalty programs and leveraging email marketing to re-engage past customers, you can create a strong foundation for long-term success. Remember, happy customers are not only more likely to return, but they’ll also become advocates for your brand.

What strategies do you use to retain your customers? Share your ideas in the comments below!

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Beige placemat or banner with the text Be grateful scripted in the center wtih autumn flowers creating a bottom border representing heart of our business

Giving Thanks: A Thanksgiving Tribute to the Heart of Our Business

by BlogEdmiston Group

As Thanksgiving approaches, it’s the perfect time to pause, reflect, and express gratitude to everyone who plays a role in the success of your small business. Running a business is no small feat, and it’s impossible to do it alone. Each person—employees, co-workers, customers, and vendors—forms the foundation of what makes our business thrive.

Thank You, Employees

To our employees, thank you for showing up every day with dedication, creativity, and hard work. Your efforts keep the wheels turning and the vision alive. Whether it’s the way you go above and beyond for a customer or tackle challenges head-on, your commitment doesn’t go unnoticed. You’re not just part of the team—you’re the heartbeat of this business.

Gratitude for Co-Workers

To our co-workers and collaborators, thank you for sharing the journey. Together, we brainstorm, strategize, and adapt to make our business better every day. It’s your ideas, encouragement, and teamwork that turn challenges into opportunities and setbacks into successes.

Appreciation for Customers

To our customers, we’re grateful for your trust and support. Whether you’ve been with us since day one or just discovered us, your choice to shop, dine, or partner with us means the world. You’re more than transactions—you’re the reason we exist. Every kind review, referral, or repeat visit fuels our passion to serve you better.

A Nod to Our Vendors and Partners

To our vendors and business partners, thank you for helping us deliver the quality and service our customers expect. From providing the best materials to ensuring smooth operations, your reliability and excellence make you an invaluable part of our story.

Why Gratitude Matters

Expressing gratitude isn’t just about words; it’s about fostering relationships and creating a culture of appreciation. When employees feel valued, they’re more engaged. When customers feel appreciated, they’re more loyal. And when vendors feel respected, they’re more likely to go the extra mile. Gratitude strengthens bonds, builds trust, and reminds us all why we do what we do.

Ways to Show Gratitude

Here are a few simple ways small businesses can show gratitude this season:

  • For Employees: Host a Thanksgiving lunch, give handwritten notes, or offer a small bonus to show appreciation for their hard work.
  • For Co-Workers: Celebrate with a team-building activity or take a moment to acknowledge their contributions during team meetings.
  • For Customers: Share a heartfelt thank-you on social media, offer a special discount, or include a personalized note with their purchases.
  • For Vendors: Send a Thanksgiving card or small gift to let them know you value their partnership.

This Thanksgiving, let’s remember that it’s the people around us who make success possible. Without them, we wouldn’t have a business to be thankful for.

Happy Thanksgiving!

From all of us at Edmiston Group, we hope your holiday is filled with love, laughter, and gratitude.

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

beat up cardboard box with a torn red and white FRAGILE lable on it representing importance of follow-up

The Importance of Follow-Up: Lessons from a Poor Delivery Experience

by BlogEdmiston Group

Customer satisfaction doesn’t end when a sale is made—it extends all the way to the moment your product reaches a customer’s hands. That’s why following up after delivery is crucial, especially when relying on third-party vendors. Unfortunately, when this step is overlooked, the result can be a tarnished reputation, frustrated customers, and preventable damage.

Let me share a true story to illustrate why post-delivery follow-up is essential.

The Bathroom Vanity Debacle

A customer eagerly awaited the arrival of a special-order bathroom vanity from a well-known box store. This was no ordinary purchase—it was an expensive, carefully chosen piece meant to elevate the look of their home. The initial delivery window was set for 9-11 a.m., but communication was good, and the customer was informed of a revised timeframe of 1-3 p.m. Unfortunately, that’s where the good news ended.

When the delivery finally arrived, the problems began:

  • Damaged Packaging: The box was torn open and upside down, a clear red flag about the condition of the item inside. Fortunately for the customer the product inside was not damaged.
  • Driver Negligence: The customer requested that the delivery driver wait while they unboxed the item to inspect for damage. Instead of cooperating, the driver flipped the box on its side and attempted to set it upright, exposing that the bottom of the box was unsecured.
  • Dismissive Behavior: The driver refused to wait, stating, “I got my delivery photo, and I’m outta here.”

To make matters worse, as the driver hastily left the property, they drove their truck over a neighbor’s yard, crushing a drain pipe. The customer was left to deal with not only a potentially damaged vanity but also the cost and hassle of replacing their neighbor’s pipe and repairing the rut left in the yard.

The Lesson: Customer Satisfaction Requires Follow-Up

In this situation, the box store relied on a third-party delivery service, and while the store may not have directly caused the issues, the responsibility for the customer’s overall experience still fell on them. A simple follow-up could have prevented this situation from escalating.

Here are the key takeaways for businesses working with third-party vendors:

  • Communicate Expectations Clearly. Set clear standards with your vendors. Ensure they understand the importance of professionalism, proper handling, and respect for customer property.
  • Provide Customers with a Feedback Channel. Encourage customers to share their delivery experience. Whether it’s a follow-up email, text survey, or phone call, give them an easy way to communicate issues or concerns.
  • Take Responsibility. Even if a third party is at fault, the customer views the experience as part of your brand. Apologize, resolve the issue promptly, and ensure that any damage—physical or reputational—is addressed.
  • Vet Your Vendors. Choose delivery partners with a proven track record of excellent service. If consistent complaints arise, it may be time to reevaluate the relationship.

The Power of a Follow-Up

Had the box store followed up with the customer after delivery, they could have:

  • Addressed the damaged packaging and product.
  • Intervened to repair the neighbor’s yard.
  • Restored the customer’s faith in their service.
  • Instead, this experience left the customer feeling frustrated and unheard—a situation no business wants.

Conclusion

When you entrust third-party vendors with your products, you’re also entrusting them with your reputation. Following up after delivery isn’t just a nice gesture; it’s an essential part of the customer journey.

Let this serve as a reminder: every touchpoint matters. Whether it’s the first interaction, the sale, or the final delivery, it’s your responsibility to ensure that every experience reflects the standards your business stands for.

Have you reviewed your delivery processes lately? Maybe now’s the time to add a follow-up step—it could be the key to turning a poor delivery experience into a satisfied, loyal customer.

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Pencil on brochure with the text Emergency Preparedness Checklist

IT CAN’T HAPPEN TO MY BUSINESS!

by BlogEdmiston Group

In light of recent devastating hurricanes, such as Helene and the imminent arrival of Milton, many businesses are grappling with the aftermath. Some may never reopen. In North Carolina, entire towns have been wiped off the map—an outcome that business owners never imagined. But a business doesn’t need to be hit by a hurricane to face such challenges. Cyber criminals, tornadoes, fires, floods, and even water damage from broken pipes can shut your business down in a matter of minutes. It’s not a matter of if a disaster will strike but when. According to Inventio IT, the average duration of downtown following a ransomware attack is 3 weeks. Can your business be without critical infrastructure for that long?  Here’s what you can do to ensure your business is prepared for recovery when disaster hits.

Restoring Physical Facilities – When a disaster such as a flood or earthquake occurs, physical restoration is a priority. A disaster recovery plan should identify the minimum facilities needed to restore operations. This includes office space, essential furniture, and IT equipment. Collaborating with business unit leaders, especially those in charge of mission-critical functions, helps focus on the necessary technology and resources to sustain operations.

Crafting an Effective Business Recovery Plan – An effective recovery plan outlines policies and procedures designed to minimize disruption. Key components include:

  • Human Resources: Your employees’ safety comes first. Consider how a disaster might affect their ability to return to work and how customers can access your products or services during downtime.
  • Physical Resources: Inspect your facilities and evaluate their vulnerability to disaster. Ensure your recovery plans comply with local building codes.
  • Business Community: Even if your business isn’t directly impacted, your suppliers or customers might be. Communicate with your supply chain about disaster preparedness and their recovery plans to mitigate potential disruptions.

Building Protection – If you own the building, incorporate disaster protection measures for both the structure and its contents. Consider the financial impact of closing for a day, a week, or longer.

Backup Records – Regularly back up your data and store it off-site or in the cloud. Ensure that important documents are kept in a safe deposit box and updated regularly.

Critical Business Activities – Identify the essential activities that keep your business running and the resources needed to support them. If shutting down isn’t an option, find an alternative location and equipment.

Developing a Contingency Plan – Prepare a contingency plan in case your current facilities become unusable. This could include renting nearby office space, working from home, or entering a space-sharing agreement with another business. Store backup copies of documents and computer records off-site or in the cloud, and ensure employees know the protocol to preserve safety and minimize property loss.

Protecting Your IT Systems and Data – Protecting your computer system is essential for business continuity. Use offsite data storage services that offer regular backups via high-speed connections. This ensures your data can be easily restored in the event of a disaster.

Ensure Employee and Customer Safety – A robust evacuation plan is vital. It should include routes to shelters, hospitals, and emergency services. Keep emergency contact numbers posted, and maintain up-to-date information on all employees’ medical needs. Performing regular safety checks, such as testing smoke detectors and keeping fire extinguishers charged, is also essential.

Review and Strengthen Insurance Coverage – Your insurance coverage should be adequate to get your business up and running again after a disaster. This includes replacement costs for buildings, contents, and essential facilities. You may need special coverage for computer hardware, software, and data. Additionally, business interruption insurance is critical to cover lost income and other expenses incurred while you restore operations. Working with a professional commercial insurance agent can help you create a disaster management plan tailored to your business.

Here’s a tip from SCORE client Jennifer Megliore who felt the impact of Hurricane Matthew on her art retail business, ArtWare, on Hilton Head Island, S.C. in 2016. “My SCORE mentor encouraged me to have a hurricane plan, being feet away from the water,” said Megliore. “He helped me create a laminated checklist of items and equipment to remove if we had to evacuate. SCORE also encouraged me to set aside contingency money that would help bridge a closure. Insurance can help — but it can take a long time to receive the money to keep going.”

Failing to plan for the unexpected is like planning to fail. Data breeches from cyber criminals to natural disasters—whether hurricanes, floods, or other natural forces can shut a business down in minutes. Having a detailed disaster recovery plan in place can be the difference between a temporary setback and permanent closure. Protect your business today by preparing for tomorrow’s uncertainties.

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

artistic rendering of a group of small business owners in an audience looking at a projector screen with Small Business

Small Business Saturday: A Celebration of Local Commerce… Are You Prepared?

by BlogEdmiston Group

This issue is all about planning ahead for fourth quarter and beyond. Small Business Saturday continues to celebrate and uplift small businesses, helping you discover and support the entrepreneurs in your community. Launched in 2010 by American Express, the Shop Small® movement has grown each year, becoming a pivotal part of the holiday shopping experience for both consumers and small business owners. As a small business owner American Express makes it easy to promote your small business by providing marketing assets such as social media posts.

Saturday, November 30, 2024, is Small Business Saturday – a day to celebrate and support small businesses and all they do for their communities. This year, we know that small businesses need our support now more than ever as they navigate, retool and pivot from the effects of the pandemic and multiple natural disasters. According to the 2023 Small Business Saturday Consumer Insights Survey conducted by American Express and the National Federation of Independent Businesses, an estimated 72 million Americans participated in Small Business Saturday last year, spending approximately $17.8 billion at local, independently-owned businesses. This significant boost highlights the growing commitment to shopping small and supporting local economies.

As the initiative gains momentum, Small Business Saturday has transformed from a mere shopping event into a broader community celebration. In 2023, more than 8,000 neighborhood champions took the lead in organizing Shop Small® events, bringing together small business owners to create unique, localized experiences. These champions are instrumental in encouraging communities to rally behind small businesses, spreading the word, and drawing new customers to local shops. Are you one of those champions or is it time to step up and act?

How Can You Leverage Small Business Saturday?

If you’re an independent business owner, now is the time to start planning for Small Business Saturday 2024! This year’s event falls on November 30, and by joining forces with other small business owners, you can make a bigger impact. Here are some cost-effective ways to maximize your reach:

  • Collaborative Advertising: Partner with other local businesses to share the costs of print ads, leading to larger and more prominent placements at a fraction of the price.
  • Shared Marketing Materials: Create a branded marketing piece that highlights event details and share the production costs among participating businesses. This ensures a unified message across the board.
  • Coordinated Social Media Campaigns: Develop a shared social media calendar with consistent imagery and messaging. By sharing the same posts, you can amplify your reach and create a stronger impact.
  • Leverage Newsletters and Email Lists: Spread the word through your email lists and newsletters. Each business involved in the event can cross-promote, helping to reach new audiences and drive more foot traffic.

What if You’re a Service Business?

Even if you don’t operate a traditional brick-and-mortar store, you can still benefit from Small Business Saturday. Consider these options:

  • Partner with Local Shops: Align with other small businesses for joint promotions, giveaways, or sponsorships.
  • Sponsor an Event: Sponsor breakfast or beverages at an event, offering you a chance to collect contact information and follow up later.
  • Organize a Giveaway: Contribute to a grand prize drawing to attract attention and gather leads for future marketing efforts.

Square POS software states, “In 2023, some great events highlighted the holiday’s success. Some notable events included the West Chester, PA, Small Business Weekend, which featured live music and food trucks, creating a lively shopping atmosphere. On the other side of the state, near Pittsburgh, they held a shop and taste community event where you could get your small business map stamped to enter a raffle contest”. By planning ahead and using the right marketing strategies, small business owners can compete with larger companies. Social media has become a great equalizer, allowing small businesses to create excitement around their events and showcase what makes them special.

Now is the time to plan and download your Small Business Saturday marketing assets today! If you need help planning or executing your strategy, reach out to us at 724-612-0755.

This holiday season, take advantage of the collective power of the #ShopSmall movement and make this Small Business Saturday your best one yet!

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 strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.