Marketing

How to do Small Business Saturday

How to do Small Business Saturday | A Guide for Business Owners

Marketing

Small Business Saturday is an annual event that encourages shoppers to support local small businesses. Hot on the heels of Black Friday, it may be tempting to roll your eyes and think this is just another example of hyper-consumerism.

But if you own a small business, this is an opportunity to build your brand, increase your audience, and gain more customers. Read this guide for business owners on how to do Small Business Saturday.

What is Small Business Saturday?

First, a bit of background. It may not surprise you to learn Small Business Saturday was created by American Express to encourage people to #ShopSmall. Certainly, this was a smart strategic initiative on their part.

First of all, it establishes American Express as an ally of small business owners, which helps them gain customers. Second, it encourages people to shop, which also benefits them (as long as they use their AmEx card.) They launched Small Business Saturday back in 2010. Since then, they calculate that it has generated over $200B in sales.

Clearly, this is a huge opportunity for you to leverage this event to make more sales in your business.

Why is Small Business Saturday important?

Despite all the bad stuff going on in the world, people do care about people. People especially care about LOCAL people in their community. And studies show that up to 94% of people say it’s important to support local small businesses they value. 

The bottom line is that successful local business translates to successful communities. A Small Business Economic Impact study calculated that for every $1 spent on local businesses, $0.68 stays in the local community to support local families, causes, and other local businesses. This is much lower than money spent on national and international retailers, where just $0.30 to $0.40 of every $1 stays in the local community. 

All the more reason to use Small Business Saturday to connect with your community and demonstrate your value to local shoppers.

When is Small Business Saturday in 2024?

When is Small Business Saturday in 2024?

This year, Small Business Saturday is on November 30, 2024.

How to promote your business for Small Business Saturday

Essentially, Small Business Saturday is an opportunity to remind people of WHO you are, WHAT you do, and HOW you differ from the global big-box multinational franchise chain brand names that you are competing against. Take advantage of the buzz of Small Business Saturday and bring attention to your business. 

So this is a chance to reconnect with past customers, increase awareness of your brand, expand your audience, and gain new customers. Here are ways to promote your business for Small Business Saturday.

1

Signage

If your business has a storefront, use that valuable real estate to promote your identity as a small business. This is an opportunity to be creative. A display, a sign - what works for your brand and your business? 

A good tip here is to maximize your investment. For example, don’t buy a sign or flag saying “Small Business Saturday 2024.” Instead, choose messages that can be used again next year. For example, “Small Business Saturday”  and “Thank you for Supporting a Small Business.”

2

Events

Celebrate Small Business Saturday with an event. This is an ideal opportunity for an open house or customer appreciation day. Plan something fun and engaging. Invite your existing customers and encourage them to bring friends, family, and neighbours. Keep the theme local by involving other small businesses or personalities in the area. Invite local media, politicians, or high profile members of your community.

3

Collaboration and Co-branding

Perhaps the best suggestion for how to do Small Business Saturday is to collaborate or co-brand with other small businesses. Everyone loves a giveaway, freebie, and fun. So brainstorm ways to create something special with other entrepreneurs, artists, and creatives. Think about businesses with the same target audience you have, who offer complementary products or services. Explore opportunities to cross-promote and help each other grow your businesses. 

Here are some fun examples for how to do Small Business Saturday collaborations:

- A retailer offering childrens’ clothing or toys has a children's entertainer come to the store on Small Business Saturday (balloon animals, anyone?) 

- Cross promotion between a hair salon and massage clinic; each offers their customers a discount code for booking services the week of Small Business Saturday

- A nutritionist or naturopath comes to a health food store on Small Business Saturday to answer questions or give a talk

- Customers calling a pet groomer on Small Business Saturday to make a booking before January 30 get entered in a raffle to win house cleaning services, or a gift card to a local pet food store

4

Charity and Community Contributions

Use Small Business Saturday to raise the profile of your business and support a local charity or cause. This creates goodwill for your brand and just good karma for your business. Pick something that is close to your heart and aligned with your business. For example, any business that does cleaning or landscaping could organize a fundraiser or clean up at a beloved local park. Or businesses that sell products or services to pets do a fundraiser for the local humane society; perhaps pledging to donate $1 for every sale over $25 on Small Business Saturday. 

5

Local Media

Sure, local media isn’t what it used to be. Depending on where you live, you may have very few options. However, don’t dismiss the opportunity to shine a light on your business using local media. Pitch the story of your event or collaboration to local radio, TV stations, and newspapers. Don’t overlook small community papers, which are often run by volunteers. They are especially thirsty for local stories and love to showcase community events, success stories, and charitable causes. Also, check out local community centers, neighbourhood associations, small business associations, church groups, and local government websites for the chance to list your Small Business Saturday activity on community calendar or event listings. Ask about any newsletter or email update they send. Basically, look for these opportunities to communicate and connect with your community to share what you are doing for Small Business Saturday.

6

Newsletters

If your business has a regular email marketing schedule, build Small Business Saturday into this content plan. If you haven’t sent an email to  your list for awhile, this is an ideal excuse to crack open that template and get a new email going. Thank them for their support. Remind them of the value of supporting small businesses. And share whatever event, raffle, promotion, or special you have planned.

7

Website

Use your website to highlight your status as a small business. This is especially important if your website plays a big role in lead generation and sales. Specifically, if customers or patients use your website to book appointments, schedule services, make payments, or it’s your main lead gen, then use this space to communicate to existing and potential customers. Add a banner, content block or popup to thank them for supporting a local business. Direct them to your story or whatever event, promotion, or collaboration you are doing to celebrate Small Business Saturday.

8

Blog Post

Create a blog post about how you are celebrating Small Business Saturday and share the story of your business.

9

Social Media

Use trending hashtags to expand your audience. Create content to share whatever you are doing for Small Business Saturday. Be sure to tag the profiles of the businesses you are collaborating and cross-promoting with because this gets you in front of new people.

Tell your origin story of becoming an entrepreneur. Talk about the values and culture of your business. Introduce your staff. Show off your new signage or displays. Promote your specials. Invite people to your event. Promote your collabs. And share it all with hashtags.

Small Business Saturday Hashtags

#SmallBusinessSaturday

#ShopSmall

#SupportSmallBusiness

#ShopLocal

#SupportSmallBusiness

#SupportSmallBusinesses

#ShopLocalCanada

#ShopLocalUK

#ShopLocalNYC

#ShopLocalLA

#ShopSmallToronto

Click for more collaboration ideas

How to do Small Business Saturday to build your business

All the above-mentioned ideas are powerful and effective strategies for how to do Small Business Saturday to build your business. Use these strategies to raise your profile, tell your story, and build trust and loyalty with your target audience.

In addition, these ideas will engage your local community, and contribute to valuable causes. They also create important connections with your customers and other entrepreneurs in your area.

How to do Small Business Saturday | A Guide for Business Owners Read More »

Networking Tips for Entrepreneurs

Networking Tips for Entrepreneurs

Marketing

Networking. Although we increasingly live, work, and interact online, in-person networking is still a thing. And for service business owners looking to land more customers in their community, networking is powerful. Old school face time makes connections which opens up opportunities for business growth.

However, this takes more than a fresh order of business cards. Prepare for success with these networking tips for entrepreneurs that work for both virtual and in real life situations.

First, Set Goals

Before registering for an event or joining an entrepreneurship organization, be clear about your networking goals. What outcomes do you want?

Specifically, what outcomes meet the needs of your business? For example, are you looking for an investor, a mentor, a new graphic designer, or to connect with the decision maker of a certain company? In all cases, check that networking goals align your business strategy. After all, networking takes up precious time and energy. So that investment should lead to measurable results. 

Networking Tips for Entrepreneurs

For business owners, networking is different than for people who have jobs. It just is. Because entrepreneurship is a totally different journey than progressing along a career path. As a result, expectations are different. Therefore, these are specific networking tips for entrepreneurs to gain the most benefit for your business.

Be strategic

Be strategic about what events to attend, and which networking group you join. Though it may seem that more results will come from more exposure, this isn’t always the case. First of all, burnout is real for entrepreneurs, with rates as high as 42%. Additionally, networking is a long game of making meaningful connections. Showing up to all the things for 4 months and then disappearing off the scene is not as effective as consistent attendance to a small selection of events all year.

Basically, it’s quality over quantity. So consider the audience and the timing to select events that line up with your goals and schedule.

Be selective

Don’t expect to meet all the people at an event. Racing around to shake hands with everyone in the room is not productive. Be selective, and connect with people in a natural way.

For example, you spot someone you know chatting in a circle, and approach them to say hello. This will lead to introductions to the others in the circle. Let those conversations flow naturally. Others may join the group, resulting in new connections. By the end of the event, you may have met only 10% of the people in the room. However, meeting a few in a meaningful way is more beneficial than a passing introduction with many.

Be human

It’s recommended to have an engaging and effective elevator pitch ready to go. However, don’t over prepare and have an entire script memorized. Be human. Meaning, let each conversation and interaction unfold naturally. Engage with each individual as a person and not according to a sales agenda. Being tied to a structured series of blurbs comes off as robotic, and not authentic.

Be curious

Ask about family, recent vacations, and hobbies. Although the ultimate goal may be to land a pitch, an introduction, or a customer, this all starts with making a connection on a human level. Finding common ground with someone builds a foundation for trust and communication. Furthermore, it may open up an opportunity to be of service. And giving a referral, suggesting an article, or recommending a podcast really establishes a bond and makes meeting you memorable.

Be of service

As explained above, being of service is an excellent networking tip for entrepreneurs. So keep your ears open for opportunities to provide value. This can be offering to make an introduction, or giving a recommendation. Also, it can be personal, like suggesting a gluten-free recipe for a school function or a great new novel to read. First of all, it is very satisfying and rewarding to be helpful. And of course, it’s an excellent way to start off a friendship, collaboration, or business relationship.

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Be balanced

When a skilled networker approaches you with questions about your business and recent holiday experience, it’s easy to just keep on talking. After all, research shows that 40% of our speech is about ourselves. Furthermore, many people feel anxious when meeting new people, and being nervous also causes excessive talking. Therefore, make an effort to be aware of this, and be balanced. Be sure to stop answering questions, and start asking them. 

Final advice

Though what happens at a networking event is important, the real results come from what happens afterwards. Essentially, remember them and look for opportunities to be of service, provide support, and give value. Use a CRM to keep track of who you met and highlights of the conversation. Also follow on social media channels. Then followup and engage in a meaningful way.

For example, liking and commenting on their content. Or sending them a link about a topic that relates to their business or something you chatted about.

With these networking tips for entrepreneurs, meaningful connections can be made which will support business growth and success.

Networking Tips for Entrepreneurs Read More »

Community Involvement for Entrepreneurs

Community Involvement for Entrepreneurs

Inspiration, Marketing

Corporate philanthropy isn’t just for the big brands. Clearly, a small business can’t manage global projects in the billions of dollars like The Coca Cola Foundation or the  Nike Community Impact Fund. However, it is still possible for a small business to make a positive impact on the world. Community involvement for entrepreneurs can take on many forms so both the community and the business benefits.

Benefits of community involvement for entrepreneurs

Obviously, contributing to charities and participating in social causes benefits the community. Additionally, there are many benefits for entrepreneurs. For any business owner considering becoming involved in their community, read on to learn reasons why it’s worthwhile.

Friendship

After all, when spending time with like minded people, friendships will form. Community involvement for entrepreneurs opens up a whole new social circle outside their usual networking crowd.

Personal Development

Giving to others is an opportunity for personal development. Learning about a cause or an issue broadens the mind and provides more perspective on your own life and business.

Leadership Skills

It’s also possible to develop leadership and management skills. For example, when I was President of the Board of a women’s shelter, I dealt with issues like governance and staff performance, which built my communication and mediation skills.

Good Karma

Sure, it may be a little cheesy. But doing good things for others is simply a good thing to do. It feels great to be of value, contribute, and help others. This creates a positive feeling which can flow over into all areas of life and business, and attract more positive things.

Networking

In addition to making friends, community involvement for entrepreneurs is also valuable for networking. After all, there will be other business owners out there with the same goals, and people doing corporate volunteer programs. So it’s a chance to make new connections and expand your network.

Brand Visibility

Sometimes, community involvement allows for more brand visibility. For example, sponsoring a fundraising event in exchange for displaying the company name and logo.

More ideas are in the next section below, Ideas for Small Businesses.

Tax Writeoff

Donations in cash and in kind may create tax savings for your business. Check with an advisor to see what is available in your area.

Business Awards Nomination

This should never be the only reason for contributing and volunteering. However, it’s a fact that these activities may help a nomination package for a business award. After all, social responsibility is valued, so award panels prefer to recognize entrepreneurs and businesses who make the effort and investment to help others. For more on this, read “Are Business Awards Worth it?”

Team Building

The opportunities for team building is another benefit for a small business. For example, signing up for a charity fun run as a team. Or teaming up in pairs to work a shift serving food at a shelter. Also, involve staff in the decision making and planning of the company’s community involvement. This lets them share the positive experience and benefits of contributing. Working on this project develops teamwork and bonding which will benefit their on the job communication.

Be strategic

As shown above, there are many benefits from community involvement for entrepreneurs. It’s best to be strategic about selecting the what and how.

Naturally, it’s important to pick something that is meaningful for you. It just doesn’t make sense to devote time and energy to a cause you don’t deeply care about.

However, it is recommended to align with your brand and customer avatar. Consider what your clients would feel good about supporting. For example, if your company provides products or services for pets, then a Humane Society or animal welfare organization is a good fit. Or for a business related to home decor, repair, or maintenance, then a homeless shelter or Habitat for Humanity is a good choice.

In Canada, it’s part of the culture for families to stop at Tim Hortons before or after (sometimes, before AND after) doing activities together. Which is why their Timbits sports program is such a brilliant example of strategic corporate philanthropy. They help children participate in sports, which benefits their physical and mental health. And the Timmies logo is on every kid on the field.

Be open to ideas

Community involvement doesn’t have to be donations or sponsorship. My last company participated in Cleaning up the Capital, which improved the appearance and safety of neighbourhood parks and playgrounds.

Overall, consider your business as a way to help people. Perhaps there is an opportunity to provide training or employment for people with disabilities, like through EasterSeals.

Strategic Community Involvement for Entrepreneurs

Ideas for small businesses

First of all, it doesn’t have to be a charity, like a foundation searching for a cure. Consider all the needs of the community where your business operates. For example, senior homes, schools, homeless shelters, food banks, halfway houses, animal welfare, accessibility, and environmental causes. Here are some ideas to help find the right fit for your business.

Board of Directors

Non profit boards are unpaid, and they always need committed people to keep the organization going. Joining a Board is a meaningful way to contribute time and skills.

Volunteering

There are many ways to be hands-on for a cause. Include employees to make it a team building exercise. Or, reward staff with perks earned by volunteering to a cause they care about.

Sponsorship

Many events have a range of business sponsorship opportunities that will get the company name and logo different levels of exposure. For example, website listing and link, banners at the event, menu sponsor, and table sponsor. Also consider golf clubs, since they often organize fundraising events and rely on business sponsorships to boost the donation.

Matching Donation

Run a campaign to raise funds for a specific cause and pledge to match donations from customers.  

Customer Selected Donation

This is another way to make a donation and engage new customers at the same time. At the point of sale or contract signing, give the new customer a choice of donation. For example, I knew a plumbing company who allowed customers to choose where a $5 donation would go, giving 3 different local charities as options. Pausing to make that decision really connects the customer with the donation process, and it’s a positive experience knowing that in hiring that company, they are also helping a cause they care about.

Silent Auction

Help raise funds by donating products or services to a silent auction. Attend the event if possible, as a way to learn more about the cause and meet new people.

Conclusion

Overall, there are many benefits from community involvement for entrepreneurs. It can raise brand visibility and awareness. There are many opportunities to network, make connections, and build friendships. In fact, it’s a learning experience which can grow leadership and management skills. Also, it’s a chance to develop closer bonds among employees. But most importantly, it’s just good karma to help others. All business owners should consider how to contribute to the needs of their community.

Community Involvement for Entrepreneurs Read More »

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