Small Business Saturday (or SBS) is one of the busiest holiday shopping days of the year, and it’s fast becoming a vital marketing tool for small businesses. After Small Business Saturday, it’s important to keep the momentum going. Here are some tips to leveraging your SBS success for the rest of the year.
Make a Good Impression
The setup for post-SBS success begins on the day itself. It may seem difficult when you have a high volume of customers, but the number one thing that keeps people coming back is friendly, helpful service. You have the opportunity to make a first impression upon many people. Make sure your store is a welcoming environment and that your employees are courteous rather than harried and rushed.
It’s also a good idea to remind new and repeat customers to spread the word. Every time someone compliments the store or your products, ask them to tell their friends, post on social media, or take one of your business cards to pass along. This can pay off down the line in new referrals.
With all those people checking out your store, why not put out a mailing list signup right by the register to get their contact information? If they’re willing to share email or physical addresses with you, you can send them promotions and new product information for the rest of the year.
It’s important to note, however, that you have to be careful about how many emails you send out. More than a few per month might annoy potential customers more than it entices them, and it’s all too easy to hit that unsubscribe link.
Give Them a Future Discount
Customers love discounts, and what better way to get them coming back after SBS than with a coupon that’s good for a later date? You can include a paper coupon in the bag with their purchased items, or send a follow-up “thank you for shopping Small Business Saturday” email with a discount.
Use as a Kickoff to Long-Term Marketing Campaigns
Many small businesses use SBS as a way to jumpstart their year-round marketing campaigns. They plan emails, paper mailings, and more that remind people to shop local and explain why small businesses should be supported.
Another good strategy is to team up with nearby small businesses to pool your marketing efforts. When people are encouraged to shop local, everyone wins.