The problem with the holidays and small businesses is that the big-box stores try to steal all of the thunder and the sales during the holidays, but it does not have to be that way.
In order to find out more about how small business owners can market wisely in order to ring up the most holiday sales, we spoke to Cyrus Baseghi. Baseghi is the sales lead for OSSI, an Oakland, California-based software, database design and application development firm.
Participate in Holiday Events
Participating in a festive event helps customers learn about your company and develop positive associations with it. Customers don’t just want to sit at home and shop online. They also would like to participate in holiday events, such as looking at stunning holiday window displays, taking a sled ride, viewing light displays and eating holiday sweets. Making the holidays come alive in your store will definitely build your sales and help your company find new customers.
Business.com had the unique idea of a scavenger hunt throughout the local businesses for children that gets their parents walking into each storefront. Of course, it does not hurt to provide something for the parents when they arrive as well.
Customers will be far more receptive to your marketing appeal when they are feeling the effects of those endorphins rushing through their system.
Small Business Saturday
According to Business.com, Small Business Saturday constitutes local small businesses working together on their branding efforts by creating events and a theme that unifies the local businesses.
In some areas, Business.com suggests that one can improve branding as you make connections with local history and/or traditions. There are some Gold Country towns in California, like the sister cities of Nevada City and Grass Valley, for example, that exploit the towns’ Gold Rush origins as a unifying theme from which they can harvest a marketing message.
American Express began the Small Business Saturday tradition, and they provide information that helps local businesses network and create Small Business Saturday events.
Be Online and Engaging
My Total Retail suggests that all small businesses have a strong online presence. Also, they advise business owners to carefully time the release of each newsletter, email, sales event or social media launch during the holiday season.
Also, you need to ensure that customers that visit you in person have an easy means of visiting your online and social media presences.
My Total Retail cautions that a failure to provide clear directions on when, where and how to redeem e-coupons can lead to frustration for customers. Also, they suggest that owners get their coupons out early in the holiday season.
Amazon and some other retailers offer daily online specials that get customers to check in daily for one-day deals comparable to Cyber Monday. If you sell a variety of products, these “12 Days of Christmas” offers can generate a lot of excitement.
My Total Retail suggests daily updates to social media between Thanksgiving and Christmas Eve. They suggest these posts contain linkage to get customers to their e-coupons, sales, other types of offers or promotions and blog posts.
A big key with social media is to get customers to interact with you and to make it really safe for them to provide constructive feedback that your company earnestly addresses. This helps with branding your product.
Also, Small Business Daily suggests a few other ideas:
- Market subscription boxes
- Always provide world-class customer experience both online and in person
- Ensure it is smooth and easy to shop and buy on a mobile device
Cyrus Baseghi knows from experience that small business owners that work together on branding locally and those who have a strong online presence will flourish during the holiday season