Paying it Forward Both Ways
This Saturday, November 24th marks the third installment of Small Business Saturday. Tucked between Black Friday and Cyber Monday, American Express has done a tremendous job of encouraging consumers nationwide to “SHOP SMALL” during the holiday season. Last year it is reported that 100 million consumers rose to the occasion.
In the spirit of the season, this effort is about giving thanks to the engine that drives our economy. Small business is the lifeblood of our country. Here is an infographic from AWeber on MarketingPilgrim.com that tells the story:
So – how can you get into the act?
Doug Rice at Small Business Storyteller has some great advice on how you can help. He recommends that you do 5 things:
- Go Shopping – go to your favorite shops or find a new place or two with this tool from AMEX
- Eat Out – make it point to explore local for breakfast, lunch and/or dinner
- Have Fun – don’t forget local entertainment. Go ice skating, play mini-golf or see a movie at an indie theater
- Say “Thank You” – let your favorites know you care with a handwritten note or three
- Spread the Word – write an online review or like a local business on Facebook
What should you do if you are a small business?
It’s not just about shoppers. Saturday is also a great opportunity for small businesses to make a big impression. Planning to do a little extra can go a long way to make a strong first impression. They need to assume the mindset of the makers of Quicken software. At Intuit, they believe they don’t deserve new customers until they’ve delighted the ones that they have.
One of my favorite small businesses in Connecticut is Reynolds Farms in Norwalk. They were #910 in the Purple Goldfish Project for their novel “Spin-to-Win” wheel with every purchase.
I received this e-mail today. Here is how Reynolds is leveraging #smallbizsat:
Please join us this Saturday, November 24th, for our “Small Business Saturday” Open House. You will receive a complimentary Christmas ornament and a coupon towards your Christmas Tree with any purchase. The elves have been hard at work creating a Christmas Wonderland you will surely enjoy. We have all your Christmas basics in stock. Browse our selection of unique decorations, ornaments, poinsettias, as well as, lights, tree stands, tree skirts, stockings and more. Mention “Small Business Saturday” to receive your free ornament and coupon.
Marketing Lagniappe Takeaway: Consumers need to get out and support your local retailers. Retailers need to take advantage of the opportunity to delight existing and new customers to win further business.
Today’s Lagniappe (a little something extra thrown in for good measure) – By way of thanks and paying it forward, I’m giving away free copies of my eBook “What’s Your Purple Goldfish?” Click here between November 24 – 26 to get a complimentary copy at amazon.
Here is the book in a nutshell:
Marketing is about being so remarkable that people can’t help but talk about you. That if you absolutely delight someone – they will not only come back but they’ll bring friends.They become your sales force. The book delivers this marketing truth over and over again all wrapped around the idea of lagniappe. Showing over 100 examples and breaking down 12 different ways to win customers and influence word of mouth.
How do you stand out in a sea of sameness? What’s Your Purple Goldfish?
