A 4 Step Holiday Strategy to Rock Small Business Saturday

Gear Up for Small Business Saturday with a Holiday Marketing Strategy.

While the holiday season is huge for retail businesses, it can be a slow time for service businesses. Black Friday pandemonium often trumps a time out for bikram yoga or a barre session. Sluggish sales are all the more reason to work on your holiday marketing strategy. First off, plan to take part in Small Business Saturday, which is observed on the Saturday after Thanksgiving. Retail stores aren’t the only ones who can profit from the holiday shopping rush. The #ShopSmall movement is picking up steam, so here are 4 ways you can capitalize on an exciting shopping weekend.

1. Craft a rockin’ email campaign: What business isn’t trying to get higher email open rates? Even during the most hectic holiday rush, here are some tactics to maximize when you push send.

• Plan Ahead: Be sure you determine your email strategy ahead of time. Looking for a fun holiday campaign theme? Plan a “12 days of”series where you feature one of your services every day or week during the holidays. This theme helps showcase your services in a new way.
• Make it personal: Personalized emails are shown to have a 29% higher open rate. Segment your email list to send messages customized to the recipient, so that they get information that’s more likely to appeal to them and their needs.
• Be genuine: Don’t make every email promotional. Sending a festive e-card wishing clients happy holidays goes a long way

2. Partner up: Don't let retail businesses have all the fun this Black Friday. Get in on the action by partnering with a local store. Identify stores in the area you’d love to link up with and plan your pitch.

• Make it exclusive: Create a special that’s only available at your partner’s store and vice versa during Small Business Saturday. As a service-based business, partnering with retail can bring increased value to your customers.
• Think specials: Offer a unique treat for customers during the major shopping days. Get creative—the sky's the limit! For example, a dog training business could partner with a pet supply shop and feature training products and specials on the business’s website.
• Spread the word: Put social media to work! You can tag and promote one another on Facebook, Twitter, and Instagram. American Express set up a site that lets you check out who is participating in Small Business Saturday. Take advantage of the free marketing materials it offers just for the event.

3. Don’t hesitate to celebrate! Use Small Business Saturday to kickoff the holiday festivities. Getting into the holiday spirit isn’t hokey, it gets people excited and makes the holidays extra special for your clients.

• Giveaways: No one doesn’t like free stuff! Personalize some marketing swag that you can afford to give away for free at the front desk or as a prize for a holiday costume contest. Not only do you inspire loyalty but you get free marketing when your clients struts your brand around town.
• Early-bird specials: Run specials to incentivize customers to purchase before the year ends. This can be in the form of “10% off if you purchase before December 31st” or “Use 5 passes before December 15th and get 1 free!”
• Rewards: Show loyal customers your appreciation! This can be through something as simple as a handwritten card or comping them a free class.
• Sharing is caring: Give clients the opportunity to share the holiday spirit! How? By offering deals like “buy one service, get one half off for a friend!” Or you encouraging clients to buy a higher-priced gift card by bundling it with a free class for him or herself.

4. Make it meaningful. Donating time or money to a good cause shows you’re invested in making your community better.

• Host a charity activity: Sponsor a food drive or a giving tree for foster kids. Promote the event and encourage your customers to participate with posters, flyers, email marketing campaigns, etc. And match customer donations!
• Find a cause: Need ideas? JustGive helps businesses get in on the giving action. Choose from more than 1.8 million charities to support your best-loved cause.
• Think hyperlocal: Ask your customers what matters to them. Not only will they give you great ideas but they’ll be way more likely to get involved when they feel like they’ve got a little skin in the game.

Cheers!