So, it’s November. That means
Christmas is right around the corner, and so is another holiday that may or may
not be on your radar. Small Business Saturday is scheduled for November 24 this
year. Unlike Black Friday and Cyber Monday, which are largely dominated by big
box stores, this is a day to celebrate small business and encourage holiday
shoppers to visit the brick and mortar businesses that serve their local
community.
One of the greatest strengths
of the Small Business Saturday movement is the way it brings communities
together. Not only does it help small businesses attract consumers in their
local communities, but it sparks opportunities for those businesses to work
together toward that common goal. This week’s tip serves up actionable strategies
for collaborating with fellow businesses in your community.
Cross-Promote
Special Offers and Events
When a favorite local business
or a neighboring business is promoting a sale or special event, offer to help promote
it. This could be in the form of a shout out on social media, placing their
sales flyer in your customers’ bags or promoting their special offer or event
at the bottom of your eblast as part of a “what’s happening in our community”
section. Sure, you could do it purely out of the goodness in your heart, but
chances are the right partner is going to return the favor.
Not only will this practice create
great relationships with fellow small businesses (not to mention, champions for your business), but it will also
give your brand awareness legs…long,
lanky monster legs. By expanding your reach through partnering businesses,
you will have the capability to reach consumers you may not have ever had the
chance to reach on your own.
Team
Up on Traditional Advertising
For many small businesses,
advertising through traditional channels like print, radio and tv may seem
wildly out of reach, but have you ever considered splitting the cost between
like-minded businesses in your community? As an example, a group of retailers from
the small Canadian town of Almonte, near Ottawa, shared the common goal of
attracting more consumers to their small town. By teaming up they
were able to stretch their resources and purchase an ad in a regional magazine,
valued at $1,000, for only $80 a month. “We don’t necessarily get our own ad,
but it’s for Almonte,” said Emily Arbour, the owner of Cheerfully Made Goods.
“If the town’s busy, then we all benefit.” Read more about their story,
featured on Shopify.com.
Although Small Business
Saturday may be a great way to get the ball rolling, don’t let your
collaborations end after November 24. Use the event as an opportunity to
experiment with different partners and find out what works well for all
parties involved. If you find a partnership that works, begin to brainstorm ways to collaborate throughout the year.
Bonus:
Who Should I Collaborate With?
If you’re asking yourself
“what other businesses should I be collaborating with?” Read Reach
Local’s blog post for some ideas on where to look for the right
match for your business. Also, if you haven’t done so already, apply to be a
Small Business Saturday “Neighborhood Champion” and get connected with other
local champions participating in the movement. Click
here for more information about how to get involved.
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