So, it’s almost November. This means Small Business Saturday is right around the corner!
If you’re a small business and this is not on your radar, it definitely should be. This year Small Business Saturday will take place on November 25 (it's always the Saturday after Thanksgiving). 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. 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 25. 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.
If you’re asking yourself “what
other businesses should I be collaborating with?” Read this
article on LinkedIn for sage advice on how to find
the right match for your business. Your local Chamber of Commerce is another
resource for connecting with local businesses. 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.
Crave more? Click here to
subscribe and start receiving weekly tips, like this, delivered straight
to your email inbox. RCI's blog is just one of the many resources we offer
to help candy makers refine their craft and build upon their business and
marketing practices. Follow us on Facebook for
even more sweet inspiration.
