Holiday Marketing Campaigns – Some Advice to Small Business Owners

Every year, a small subset of small business owners that I meet lament that they were not prepared for the “holiday marketing season.” That is, they say they were not prepared with their holiday marketing campaign in time to take full advantage of it. Don’t let this be you! Before you know it, the winter… Read more »

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Every year, a small subset of small business owners that I meet lament that they were not prepared for the “holiday marketing season.” That is, they say they were not prepared with their holiday marketing campaign in time to take full advantage of it. Don’t let this be you! Before you know it, the winter holidays season will be upon you. After all, there are less than 12 weeks until Christmas as of the time of publishing this article.

This period is prime time for every type of business—brick-and-mortar retail, service-based, manufacturing, and online businesses alike—to make a plan to reach out to customers, even if it’s not for the winter holidays season. Now is the time to start preparin

Holiday Shopping in Alexandria

Photo Credit: James Cullum, courtesy Visit Alexandria

g and executing the background plans to be ready with your annual marketing campaigns!

Holiday marketing is a year-round event

The first bit of advice is to understand that holiday marketing campaigns are not just for the winter holidays season. Yes, according to the Retail Marketing Federation, the winter holidays (Christmas, Kwanzaa and Hanukkah, and to some extent, New Year’s Eve and New Year’s Day) spending rings in at more than half-a-trillion dollars (that’s 10 zeroes before the decimal!). But, that’s not the whole story.

Consumers don’t only spend leading up to and for the winter holidays. They spend year-round at strategic times. It’s important for you as a small business owner to know when those times are that your specific consumers are buying. If you look back at your prior sales and revenue reports in your accounting software, you should be able to see where peaks and valleys are in purchasing. As well, speak with your local businesses and/or retail stores that have similar target audiences (and this doesn’t mean you have to talk to your competitors necessarily) to learn about their experiences for when the highs and lows are in their businesses’ sales and revenues throughout the year.

You might learn that the winter holidays season is actually not the best time for you to spend your hard-earned money and your hard-fought time on acquiring new business. (And, it might be and that’s good to have confirmation.)

What are the holidays that you can market to business on?

In that vein, it’s a good idea to find anchors in the calendar to have a reason to reach out to your current and past customers, and do pull marketing for potential customers. There are several events throughout the year and even more holidays than Christmas, Kwanzaa and Hanukkah.

Once you’ve identified the months, weeks, and days that are important to get in front of your audience, you have the background to create an editorial calendar and marketing plan. You then have the opportunity to execute the plan. And, finally, you should track what works and what doesn’t. This will information you for the future years’ planning. Also, beware of confirmation bias; sometimes Small Business owners see a small subset of success or failure and take that as the whole picture.

What’s the message you’d like to convey to your customers, or the goal of reaching out to them at all?

While decorating your front-facing retail spaces, website, email newsletter, and even your Google My Business listing, are important to your holiday marketing campaigns, these are vehicles to a message you want to send to your potential, current and past clients. What are you trying to say?

If you’re reaching out to clients during Thanksgiving, are you sending a message of appreciation/gratitude? That’s not necessarily “buy from me” and may not be as effective for sales, but for goodwill.

Are you networking among your other clients (especially if you’re B2B, but this works with B2C)? You might host an event–doggie happy hour, lady’s shoe club, or wine and cheese open house.

Are you celebrating a big anniversary of being in business? Use this as an opportunity to feature your best clients, because others who are like that best client will be drawn to connect with your business as well.

Is this a special promotion campaign? Be it a sneak peak of future products, discounts, free shipping/handling for your best customers, or something more creative (a la ugly sweater contest benefiting

a local charity), make sure your customers know what you’re offering.

Understand well what you’re trying to communicate and then work backward on the tactics you’re going to use to effectuate that.

If you landed on this article at the tail-end of the holiday marketing season, there are last-minute holiday marketing tactics. And, start planning for next year now, so you don’t get stuck in this position again! Good luck, and happy holidays!

The post Holiday Marketing Campaigns – Some Advice to Small Business Owners appeared first on Alexandria Small Business Development Center.

It’s not too early to begin holiday planning

This post is written by Bill Reagan, Executive Director of the SBDC and first appeared in the Alexandria Times on August 24, 2017. Holidays are a wonderful time in Alexandria. The area is especially beautiful and festive from Halloween through Thanksgiving, Hanukkah, Christmas, New Years and George Washington’s birthday. We have the prototypic neighborhoods and shopping streets that… Read more »

The post It’s not too early to begin holiday planning 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 24, 2017.

Holidays are a wonderful time in Alexandria. The area is especially beautiful and festive from Halloween through Thanksgiving, Hanukkah, Christmas, New Years and George Washington’s birthday. We have the prototypic neighborhoods and shopping streets that lend themselves to a holiday backdrop and spirit.

It’s never too early to start planning for the season. It’s Alexandria’s time to shine, and a critical time for retail revenue. Our colleagues at Visit Alexandria held a Holiday Planning Summit recently that incorporated a cross section of business, city government and economic development representatives. The theme of the summit was to continue building on Alexandria’s distinctive assets, attractions and charm – but also to take it up a notch for the approaching season.

Alexandria shopping districts face even stiffer competition this year from a broader variety of shopping options, and each of them are putting substantial efforts toward attracting their own shoppers and diners. Some of them are our f

Holiday Shopping in Alexandria

Photo Credit: James Cullum, courtesy ACVA

amiliar competitors but there are new venues for Alexandria to vie with. Washington D.C.’s The Wharf opens soon, billing itself as “the most exciting neighborhood in the history of the nation’s capital” and “a true waterfront destination.”

Many of our competitors have their own business improvement districts that plan, fund and oversee cohesive approaches to holiday décor, promotion and events. That coordinated approach often fashions a sophisticated holiday atmosphere and creates an appealing buzz for shoppers and diners.

Even without a central coordinator, Alexandria businesses and organizations are undertaking to work collaboratively to encourage individual merchants and business groups to up Alexandria’s holiday game with lighting, holiday designs, promotions and events. Holiday efforts are so much more spectacular when they are coordinated.

Alexandria has several things going for it. One of those is authenticity. Ours are the genuine charming neighborhoods and sidewalks where many generations have shopped and dined. Another of our strengths is our concentration of small businesses. Even while large retail chains downsize, there’s a growing appeal to shopping with small and unique, independent merchants.

There’s another trend toward experiential retail, and several of Alexandria’s merchants are regarded as destinations for their marketing and shopper experience. Hopefully, others will attain that status by refining their products or services, improving customer interaction, and upping their merchandising and marketing.

Alexandria Small Business Development Center provides specialized retail resources including store visits by retail, merchandising or food service experts; and educational programs on a variety of timely topics such as retail hiring, retail trends, and advertising on social media platforms. This fall we’ve engaged a window display and merchandising expert to guide merchants in developing their holiday decorating, lighting and merchandising strategies.

It takes extra effort to get into the spirit of the holidays in the dog days of summer, but the success of our long holiday season is worth it. As was said by that great philosopher, Roger Staubach, “It takes a lot of unspectacular preparation to have spectacular results in both business and football.”

Happy Holidays.

The post It’s not too early to begin holiday planning appeared first on Alexandria Small Business Development Center.

Good Promotions for Back to School Season

Back to School season is really important for Small Business retailers. And, after Labor Day weekend sales are over, the rush of the autumn season pushes not only our clocks back an hour, but sometimes sales. Pat Melton, researcher extraordinaire (among many other hats) of the Alexandria Small Business Development Center, came across a great article by Sharon McLoone at the Old Town Alexandria Patch site. As the article states, “Heather Stouffer, founder of Alexandria-based Mom Made Foods, shares some healthy eating tips for kids starting the school year.” She is finding creative ways to promote her business through the Back to School season, and not just because her line of food lends to kids start school shortly. Every event, holiday or celebration must be contemplated by Small Business retailers and services providers to see if there’s an opportunity to highlight products and services. This economy is going to get better thanks to the work we do as Small Business to kickstart the US market, so let’s take advantage as often as we can!

Read the full story over at Old Town Patch.

What are you doing for Back to School season to push out good promotions to finish your third quarter well?