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.

Woman with pen and colorful light bulb - representing thought leadership strategy

Thought Leadership: A Blueprint for Small Business Success

by BlogEdmiston Group

In today’s competitive market, simply offering a great product or service isn’t always enough. To truly stand out and attract a loyal customer base, small businesses must cultivate a reputation as trusted professionals in their field. This is where thought leadership comes in.

What is Thought Leadership?

A thought leader can be an individual or an organization who is recognized for their deep understanding and unique perspectives within their specific industry or niche. Thought leaders do more than follow trends. They actively shape the conversation by offering valuable insights, innovative ideas, and data-driven analysis.

There are Many Benefits of Thought Leadership

There are two key benefits of becoming a thought leader. 

Your company benefits from increased brand awareness and credibility. This can lead to increased lead generation and sales, stronger customer relationships, more mentions in the media, and a competitive advantage over your peers.

You benefit as an individual. As an individual sharing your thought leadership, you gain the benefits of personal branding. Your thought leadership content positions you as a trusted expert in your field, and this increases your professional credibility and visibility, which can open doors to speaking engagements and media opportunities. This impact on your personal branding will follow you from role to role.

How to Craft Your Thought Leadership Strategy

Follow these seven steps to develop and execute a successful thought leadership strategy:

  1. Know Your Audience: Deeply understand your target audience’s challenges, motivations, and pain points. Develop detailed buyer personas that inform your content strategy.
  2. Start with Research: Conduct original research or leverage existing data to provide valuable insights and support your viewpoints. This could involve surveys, data analysis, or compiling expert opinions.
  3. Develop a Unique Perspective: While not every piece of content needs to be entirely unique, strive to offer fresh perspectives, data-backed opinions, and actionable advice rooted in your expertise. If you’re not sure where to begin, identify a pressing issue or challenge within your industry that you have unique insights into. This can be the foundation for your first piece of thought leadership content.
  4. Embrace Multi-Platform Storytelling: Share your insights through a variety of formats, including blog posts, articles, webinars, podcasts, videos, and social media content. Tailor your messaging to each platform.
  5. Be Consistent: Regularly publish high-quality content to stay top-of-mind and demonstrate your commitment to providing value. Consistency builds trust and establishes your authority over time.
  6. Engage with Your Audience: Respond to comments, participate in industry discussions, and foster a sense of community around your brand. Thought leadership is not a one-way street; it thrives on interaction.
  7. Track Your Progress: Analyze the performance of your content to understand what resonates with your audience using social media and website metrics. This data will help you refine your strategy and focus on the most effective formats.

There is One Common Pitfall to Avoid

The number one pitfall to avoid is creating overly self-promotional content. Thought leadership is about providing genuine value to your audience, not pushing your products or services. Focus on addressing their needs and establishing yourself as a trusted advisor, not a salesperson.

What You Can Expect in 6-12 Months

With consistent effort and a well-defined strategy, within 6-12 months of focusing on thought leadership content, your business can expect to see results such as increased website traffic and engagement and an increased social media following. You might also have more qualified leads come your way and an increase in sales opportunities. And with consistency, you can expect increased brand awareness. With a little luck and some hard work, don’t be surprised if you’re also garnering invites for speaking engagements and media appearances.

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.

Concept of time off on bright yellow background including vacation hat, airplane, sunglasses shells and a globe

Recharge Your Batteries: Why Time Off is Essential for Small Business Success

by BlogEdmiston Group

As a small business owner, you understand the constant pressure to work “in” your business most days, if not every day. You likely work long hours, have endless to-do lists, and the weight of your company’s success can feel heavy. But what if taking time off is exactly what you need to support your well-being AND your company’s success and longevity? 

The Benefits of Stepping Back

Stepping away this summer to refresh can have significant benefits for both you and your business. The constant pressure of running a business takes a toll. The stress of business ownership, along with overworking, can lead to irritability, resentment, burnout, and increased errors. 

By committing to take time off, you allow yourself to rest and recharge mentally and physically. This rejuvenation translates to improved focus, renewed energy, and a more positive outlook. This sets the stage for improved productivity and mental clarity upon your return.

It’s important to also encourage and support your team in being able to take time off. 

Looking at Summer Time Off as an Investment in Your Business

Creativity: Think of a time when you felt really creative or were simply in your flow and producing some of your best work. Chances are you were well-rested, and with a refreshed mind, you felt creative and innovative. When you’re constantly bogged down in the day-to-day work, it’s easy and common to get stuck in a rut. Vacation can change that.

Innovative Solutions: Time away can provide you with the space and inspiration that will spark new ideas and unique approaches to challenges you have been experiencing within your business. This renewed perspective can lead to innovative solutions and strategies to propel your business forward in both the short and long term.

Longevity: Think about the longevity of your business. Working long hours without pause can, likely will in time, negatively impact your physical and/or mental well-being. Burning out will only hinder your ability to lead and manage effectively in the long run. When you choose to prioritize time off, you are committing to your well-being, which can have a positive effect on your overall outlook and commitment to your business.

5 Steps to Support Your Time Off this Summer

While the idea of stepping away might seem daunting, here are 5 tangible steps you can take to make it a reality:

  • Schedule it: Treat your vacation time like any other important business meeting or conference. Put it on your calendar and commit to it. Let others know you will be off and set your email and voicemail to notify individuals who to reach out to in your absence.
  • Delegate and empower: Identify key tasks you can delegate to trusted employees or contractors. Provide clear instructions and empower them to make decisions in your absence.
  • Set clear boundaries: Establish a system for handling urgent matters while you’re away and communicate your availability to clients and staff. Make sure your team knows what situations constitute an ‘exception’ for contacting you (these should be minimal), so you can enjoy your time off with peace of mind. 
  • Streamline operations: A strategic tune-up can help identify areas for optimization within your business. By reviewing your operations, you can identify inefficiencies and implement changes while you are on vacation. Be sure to include your team members in this process so they are included and empowered and so you do not miss important details. 
  • Prepare your business: Before you depart, tie up loose ends, finalize any pressing tasks, and set your team up for success. And remember, if a project is not urgent, you can schedule it for a later date. 

By taking actionable steps to plan for your time off, you can minimize stress and worry, allowing yourself to truly disconnect and enjoy the break you deserve. Returning as a refreshed and rejuvenated you is the best asset your business has. So, go ahead and schedule that vacation – your business will thank you for it!

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.

A caption image outlined in grey with the words thank you.

5 Creative Ways to Thank Your Customers on Small Business Saturday

by BlogEdmiston Group
A caption image outlined in grey with the words thank you.

The Small Business Saturday event was created to celebrate and support small businesses for all they do for their communities while encouraging customers to shop local. This event is not just a shopping event… It’s a celebration of community and support!

And now is the time to decide how YOU will thank your customers!

Often, the focus of Small Business Saturday is on supporting small businesses with little mention of the role the customers play in making this event a success. That’s why this month, in honor of the upcoming Small Business Saturday, I want to take this opportunity to thank all who have supported the Edmiston Group throughout the year. 

I would also like to remind all of my audience that you play a significant role in helping all small businesses in your neighborhood thrive!

As a small business owner, expressing your gratitude to your customers goes a long way in fostering loyalty and building lasting relationships.

Here are 5 creative ways to say “Thank You” for their support on this special day:

  1. Personalized Thank You Notes: Craft handwritten notes expressing your sincere gratitude for their patronage. Personalization shows that you value their individual support and presence.
  2. Surprise Gifts with Purchase: Include a small, thoughtful gift with their purchases as a delightful surprise. It adds an element of surprise and gratitude, enhancing the shopping experience and making them want to come back again.
  3. Social Media Shoutouts: Showcase your customers on your social media platforms. Share their purchases, tag them, and acknowledge their role in supporting your business.
  4. Customer Appreciation Events: Host a post-Small Business Saturday event to celebrate your customers. offer refreshments, entertainment, and exclusive deals as a way of saying thank you.
  5. Highlight Customer Stories: Share stories of how your customers’ support impacts your business. Feature their testimonials in your newsletters or social media to showcase their role in your journey.

Small Business Saturday is an opportunity not only to boost sales but to strengthen the bond with your customers. Expressing your heartfelt gratitude doesn’t need to be extravagant. It’s all about showing that you genuinely value their support. By implementing these creative ways to say “Thank You,” you can transform customer relationships into enduring partnerships, fostering a sense of belonging and loyalty that will extend far beyond a single day of shopping.

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.

Toolbox-with-a-variety-of-print-and-digital-media.

10 Types of Marketing Collateral: Connecting Your Audience to Your Brand

by BlogEdmiston Group

In the world of business, your marketing collateral plays a crucial role in conveying your brand’s message, building credibility, and driving customer engagement. Marketing collateral isn’t a single asset used for business growth efforts. It refers to a combination of different assets used to communicate with your audiences, raise awareness of your brand, and encourage your audience to buy. 

Being successful starts with having the proper marketing material with consistent messaging, branding, and calls to action. The combination of these materials is part of your custom marketing toolbox.

Here are 10 common types of collateral you should have in your marketing toolbox:

1. Brochures

Brochures are versatile pieces of printed material that offer a condensed overview of your products, services, or brand. They’re ideal for trade shows, networking events, and direct mail campaigns. A well-designed brochure should include attention-grabbing visuals, concise copy, and a clear call-to-action.  Always make sure to include various ways to contact you – website, email and phone.

2. Flyers

Flyers are single-sheet documents that are perfect for promoting events, special offers, or limited-time deals. They can be distributed in high-traffic areas, handed out at events, or even included in shipments to existing customers.  A QR code can easily direct people to a landing page or directly to your website.

3. Business Cards

Business cards are essential for leaving a lasting impression after networking events or meetings. They include your contact information and often feature your brand’s logo, helping you establish credibility and build connections.  

4. Posters

Posters are attention-demanding visuals that can be displayed in various settings, from retail stores to public spaces. They’re great for promoting events, products, or campaigns that require maximum visibility.

5. Presentation Decks

Presentation decks, often created using tools like PowerPoint or Keynote, are essential for meetings, seminars, and webinars. They feature slides with compelling visuals and concise text to illustrate your message effectively.

6. Case Studies

Case studies provide in-depth insights into how your products or services have positively impacted your customers. They showcase real-world success stories, instilling confidence in your services to potential customers.

7. Whitepapers

Whitepapers are authoritative documents that delve deep into a specific topic related to your industry. They demonstrate your expertise and provide valuable information to your audience, helping you establish thought leadership.

8. Catalogs

Catalogs are comprehensive collections of your products or services. They are often used by retailers or businesses with a wide range of offerings, allowing customers to browse and choose what suits their needs. 

9. Product Sheets

Product sheets are concise documents that detail the features, benefits, and specifications of a particular product. They are effective tools for sales representatives to communicate product information to potential buyers.

10. Infographics

Infographics combine visual elements and data to present complex information in an easily digestible format. They’re perfect for conveying statistics, processes, or comparisons in a visually appealing manner.

In the end, the purpose of marketing collateral is to help your audience connect with your brand!  

If you are ready to maximize your business growth efforts by creating your own custom Marketing Toolbox of marketing collateral, the Edmiston Group would love to help. Email me at [email protected] to see how we can help solidify your marketing collateral efforts.

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.

Hand pointing at a Brand Word Illustration on white background.

The Power of Brand Awareness: Guiding Small Businesses Towards Success

by BlogEdmiston Group

In the bustling world of small business, carving out a distinct identity is crucial for survival and growth. One of the most potent tools at your disposal is brand awareness. Let’s delve into the importance of cultivating a strong brand presence and how it can shape the destiny of your business.

Hand pointing at a Brand Word Illustration on white background.

Why Brand Awareness Matters:

  • Recognition in a Crowded Market: In a sea of competitors, your brand acts as a beacon, enabling customers to spot you amidst the noise. Building brand awareness establishes familiarity and trust, helping you stand out in a saturated marketplace.
  • Trust and Credibility: Consumers tend to gravitate towards brands they recognize and trust. A strong brand presence fosters credibility, as people are more likely to choose a business they perceive as established and reliable.
  • Emotional Connection: Branding isn’t just about a logo or colors; it’s about the story and emotions your business evokes. A well-crafted brand can create an emotional bond, turning customers into loyal advocates.

Benefits of Strong Brand Awareness:

  • Customer Loyalty: A recognizable brand encourages repeat business. Loyal customers who’ve had positive experiences are more likely to stick around.
  • Premium Pricing: A strong brand commands premium pricing. Customers are often willing to pay more for a product or service associated with a reputable brand.
  • Word-of-Mouth Marketing: Happy customers become brand ambassadors, spreading the word about your business to their networks.
  • Ease of Introduction: Expanding your product or service line becomes easier when you have a solid brand foundation. Existing customers are more likely to explore new offerings from a brand they trust.

Strategies to Boost Brand Awareness:

  • Consistent Visual Identity: Develop a cohesive brand identity encompassing logos, colors, and fonts. Consistency builds recognition.
  • Content Marketing: Create valuable content that resonates with your target audience. Sharing knowledge positions your brand as an authority.
  • Social Media Engagement: Leverage social platforms to interact with customers, share updates, and maintain an active online presence.
  • Partnerships and Collaborations: Collaborate with complementary businesses to expand your reach and tap into new audiences.
  • Community Involvement: Participate in local events or causes to showcase your brand’s commitment to the community.

There are countless reasons why a business must raise its brand awareness. And the above strategies are crucial to keep in mind for any company looking to find success in 2023. 

Brand awareness isn’t a luxury; it is a necessity in today’s competitive business landscape. 

A strong brand cultivates trust, fosters customer loyalty, and paves the way for growth. By investing in brand building, you’re investing in the long-term success and recognition of your small business. So, take the time to define and refine your brand identity – it might just be the key that unlocks your business’s full potential.

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.