Are you Ready for the Holiday Marketing Season?

This blog post was written by Ray Sidney-Smith of W3 Consulting. It may come as a surprise from Small Business owners to start thinking about holiday marketing planning before Labor Day. But, now is the time to start planning the holiday marketing campaigns you want to be successful for this coming fall and winter holidays… Read more »

The post Are you Ready for the Holiday Marketing Season? appeared first on Alexandria Small Business Development Center.

This blog post was written by Ray Sidney-Smith of W3 Consulting.

It may come as a surprise from Small Business owners to start thinking about holiday marketing planning before Labor Day. But, now is the time to start planning the holiday marketing campaigns you want to be successful for this coming fall and winter holidays season. Alexandria Small Business Development Center hosted a series in partnership with Visit Alexandria about holiday marketing planning, as well as the Business Development Roundtable (which happens every third Tuesday at noon at the SBDC) just passed this week on “Planning Ahead for the Holidays.” Here are some of the vital thoughts about early holiday marketing planning.

Walkable towns: Alexandria, Va.

Choose Your Holidays Widely and Wisely

There are holidays happening almost every day of the year. (See also this list of holidays.) While some business owners might find some of these holidays off-putting, the importance of celebrating milestones and other timeframes throughout the year might be more palatable to them. Either way, there are times of the year when you need to be taking advantage of the marketing opportunities that avail themselves.

The most important holidays are the ones that pertain to your business/industry and directly include your target audience culturally, and hopefully also emotionally. For these holidays, choose wisely what you will do to be culturally sensitive (e.g., don’t post cat videos on National Dog Day to your dog-loving clients!?) and effective. You want marketing campaigns that will be highly effective for your goals (as we’ll discuss in a moment). While, you may wish to do smaller campaigns for holidays of lesser importance, where the holiday is not about your business/industry or your target audience, specifically, but more general that everyone can enjoy it (like World Wildlife Day).

Know Your Goals

“Know your goals” is not some fluff, self-improvement trope to dismiss immediately. (Okay, it can be in the wrong context.) But, here relating to your business’s bottom line, it’s not. You need to manage your goals and expectations as a small business owners, so you can manage your resources better and learn from your experience to succeed at business over time.

Knowing that the goal of increasing awareness and acknowledging the holidays to clients appropriately, as Peter Baldwin, MarketForce Strategies, noted during the Roundtable, provides him with clarity about what he needs to do for the holiday marketing season. This is important to understanding what kind of communications to send and other offerings a company like Peter’s wants to commit to and execute during the holidays season.

For retail business owners, this may be a prime selling opportunity, if your products or services cater to holiday buyers for gifts in honor of the holiday. So, your goals may include hitting a certain sales metric, bringing in particular amount of foot traffic, or donating a number of your products to a charity for good publicity. Whatever the goals are, now you can make a plan.

Map Out Your Plan and Share It With Your Team, Vendors and Other Stakeholders

Plan early for the holidays as the seasons come up on you too quickly. And, trying to plan and execute at the same time usually leads to shoddy campaigns that are ineffective, demotivate your marketing efforts for next year, and make holidays a chore instead of a celebration for you personally.

Plans for holiday marketing typically revolve around a timeline, so a calendar format for holiday marketing plans are usually most effective. You can choose a paper calendar posted in your office or shop for you and your staff to see together, or you can do so using digital tools like a shared Google Calendar or another online calendar of choice. Remember to include everyone who needs to know about the holiday marketing campaign(s) in the calendar, which can include not just staff, but also vendors, volunteers, family members, and other stakeholders who are responsible for helping execute the plan.

You can also set milestones in your plan, for every few weeks. These are opportunities to take stock in what has happened, correct course on where things might need to catch up and/or improve, celebrate successes, and then map out the detail for the next few weeks. This is helpful because it keeps everyone focused on short-term, achievable actions with each longer-term goal in mind.

These are some of the things you can think about for getting ready for the holiday marketing season(s). There are many more, that you can think about, and find other articles online that discuss this. Good luck with your holiday marketing campaigns this season! We hope you’re getting ready for them now.

The post Are you Ready for the Holiday Marketing Season? appeared first on Alexandria Small Business Development Center.

Small Business Cyber-Resilience: The Basics of Cybersecurity for Small Business

Find the original archive of the video here: Small Business Cyber-Resilience: The Basics of Cybersecurity for Small Business. Download the handout with links to tools. What do many energy companies, 300 universities, (UnderArmour-owned) MyFitness Pal’s…

Find the original archive of the video here: Small Business Cyber-Resilience: The Basics of Cybersecurity for Small Business. Download the handout with links to tools. What do many energy companies, 300 universities, (UnderArmour-owned) MyFitness Pal’s 150 million users, and a

Pop-up Retail

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on August 2, 2018.  You no doubt are hearing more about pop-ups, and for good reason. It’s a trend that isn’t new but is really catching on because it offers win/wins for everybody. Pop-up retail began… Read more »

The post Pop-up Retail appeared first on Alexandria Small Business Development Center.

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on August 2, 2018. 

You no doubt are hearing more about pop-ups, and for good reason. It’s a trend that isn’t new but is really catching on because it offers win/wins for everybody.

Pop-up retail began to appear in the 90s in the world’s major cities. The trend spread in the 2000s and can now be found in one form or another in almost every community. Pop-ups come in every shape and size and are ideal for products from fashion to tech gadgets to art to makers and food.

Early versions saw major retailers clearing space in their stores for outside vendors to set up specialty shops. Sometimes they held receptions, cocktail parties or festivals to highlight a new product line or designer. Years ago, Target rented a boat at a New York pier for a holiday pop-up, and you’ve likely noticed major furnishings retailers using temporary shops for floor sample sales.

Most of us are familiar with pop-ups around the holidays. Christmas markets and fireworks stands have been around for years. Halloween shops will appear in a couple of months, and ugly Christmas sweater shops are becoming icons for holiday fun and quirkiness. Clever retailers always find ways to monetize holidays, festivals, anniversaries and the spectrum of annual and seasonal occasions. Pop-ups broaden those opportunities.

For vendors, makers and artists, pop-ups give them an easier and more affordable way to test a concept or product and determine whether there is a viable market. If their items sell, they can consider options for expanded pop-ups or perhaps moving into brick and mortar. Pop-ups enable them to fine-tune their approach and make less expensive adjustments because of the manageable scale. If their approach falls flat, their risk was minimized and they can more affordably retool and come back to try again.

The community also benefits. Fewer vacant storefronts convey greater vitality, and the increased foot traffic helps neighboring stores. The community and its consumers also get to experience brands and approaches they might otherwise never know.

Landlords have much to gain from pop-ups. It’s not only a way to monetize vacant space, but also exposes their real estate to prospective permanent tenants. Even if the space is slated for development or waiting an incoming tenant, a pop-up could bring in extra revenue and be tailored to the circumstances.

The Alexandria Economic Development Partnership (AEDP) is proactively promoting pop-ups to add vibrancy and strengthen the local economy. Their Pop-up website welcomes vendors searching for space and provides landlords templates for pop-up leases and a way to list their space.

 AEDP also welcomes community suggestions for pop-ups to attract.

AEDP and the Small Business Development Center are presenting a Pop-Up Retail workshop on August 15th that will highlight opportunities and discuss how to approach the pop-up process.

There’s magic in pop-ups because we all enjoy being part of something that’s special and unique, and because it’s a fleeting experience we get a greater sense of urgency. Ideally we can look forward to more pop-up excitement in Alexandria.

The post Pop-up Retail appeared first on Alexandria Small Business Development Center.

WordPress for Small Business

On “Switched on IT,” the PowerTV Australia show that’s co-hosted by Doug Endersbee of OZ Hosting and W3 Consulting’s Ray Sidney-Smith, Episode 10, Doug and Ray discuss WordPress for Small Business, originally a blog content management syste…

On “Switched on IT,” the PowerTV Australia show that’s co-hosted by Doug Endersbee of OZ Hosting and W3 Consulting’s Ray Sidney-Smith, Episode 10, Doug and Ray discuss WordPress for Small Business, originally a blog content management system (CMS) that now