In today’s Tech News Tuesday #TNT episode, we discuss how local businesses can leverage national programs like Small Business Saturday and grow their business locally.
Links in this episode: American Express Shop Small Studio
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Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you. It’s November and that means for many retailers this is a make or break season for the how the rest of the year will go. In today’s Tech News Tuesday episode, we’re going to discuss how local businesses can leverage national programs like Small Business Saturday.
Bob: That’s right, this year Small Business Saturday is November 30th, and I can’t believe it is already the 10th anniversary of the Shop Small Program.
Donna: The trend of shopping local the day after Black Friday has really caught on, but this is also an opportunity for local businesses to gain a new, year-round customer. What kind of experience do you have planned for your customers that day, and what will you do to encourage them to come back throughout the year? You don’t want it to be a one-off visit to you. It’s also a great opportunity to pair up with other local businesses to make the day more of a happening event.
Cross-promoting with other businesses can also expose each of you to new customers. So a few examples from our customers include teaming up with a kids dance studio to have vignettes of the Nutcracker performed at the store that day, a special tasting event co-sponsored with a local caterer, teaming up with a local nonprofit to also collect food bank donations in return for a special discount, or just having Santa visiting the store for the day. You want to make visiting you a fun, festive experience on the shop local day.
Bob: Absolutely, think of this a way to build relationships with your customer and the local community. And think of how you are going to get them back during the rest of the year. Whatever you do, don’t forget to have them sign up for your email list so you can continue to contact them directly.
You could do a gift drawing that day or offer a special coupon to be used at a later date, but make sure that it is someone’s responsibility to get those who are interested in you right now to join your list.
Donna: And it’s a great idea to send a follow-up email to them the next week too. Thank them for coming and wish them a wonderful holiday season. A lot of the Shop Small materials are digital this year so you still have time to get your business on board. Bob, what should people do to participate?
Bob: Well, you’ll start by going to the American Express Shop Small Studio website and from there you’ll be able to create your custom materials in less than two minutes. They have posters, an Instagram Story, and ready-to-go social media posts and graphics for promoting your business on November 30th. You don’t have to take American Express to participate.
Donna: It’s OK to remind people that, “when you shop small, you make a big difference.” When you spend money in your local community, more of that money stays in the local economy and that benefits everyone.
Bob: That’s it for today’s tip. You can find a link on getting your Small Business Saturday materials and a transcript of today’s episode at DelosInc.com/106.
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