Starting Holiday Traditions for Your Business

Whether it’s making cookies as a family, decorating a Christmas tree together or opening only one gift the night before Santa arrives, there are many traditions families repeat year after year. As small business owners, traditions can make up favorite memories for your customers and even become traditions of their own. The catch? You have to introduce and keep these traditions going year after year for the spirit of repetition to really catch on. This means committing to them… gulp…. long term.

It’s not too late to introduce a tradition to your business, or possibly it may mean simply marketing something you already do as a tradition. A few ideas that may be right for your business include:

1. Have a special sale separate from any other sale going on (nationally or locally). This doesn’t mean you shouldn’t participate in Black Friday, Small Business Saturday or Cyber Monday, it simply means you should introduce one more. And make it big! Add some bang to this sale with holiday extras such as complimentary desserts & beverage, a local musician playing as background noise, extended hours that includes a festive party or partnerships or promotions with area businesses.

2. Introduce a favorite item that is only sold seasonally. Maybe it’s a holiday collectible item, maybe it’s a decorative home piece or maybe it’s a disposable novelty item. Whatever makes sense for your business, introducing something that can be marketed before it arrives and then revved up in marketing efforts once it arrives is always fun. Possibly it’s something no one else in town has… or maybe it’s something a few other stores have. Either way, if you create a buzz around it and make it “the place” to get it, this can create a reason for customers to visit your store with anticipation and excitement… and money to spend. Use press releases to share the news of this highly anticipated item and start taking names to add to your “wait list” of this popular good. Wait lists always spark a special something.

3. Keep some traditions personal – or at least as personal as it should get with business associates! Sometimes the best business traditions aren’t those shared with customers but rather those shared with the employees who work together all year long. If your business operates with even one more person than just you, it’s worth having a tradition to look forward to that celebrates the season – and the year – with your associates. A grab bag gift exchange is fun, but take it up a notch and consider a special holiday dinner, giving back to others together by working with a charity or simply taking time off for fun (together, of course).

Whatever your holiday traditions are, celebrate them by also marketing them to your customers and associates. Make them big by creating the buzz around them to be big for your customers and associates alike to get excited by. Have traditions of your own you already do? Let us know! Please comment below.

 

Countdown To Small Business Saturday

Small Business Saturday is less than a week away. Are you ready?

This upcoming Saturday – and likely every Saturday after Thanksgiving in the years ahead – is Small Business Saturday, sponsored by American Express (thank you!). Nationally, stores across the country will open their doors like they do every other Saturday, however this particular Saturday there is a special, well deserved buzz around their doors being open. A movement is being made for Americans to shop local… and while we want them to do this ALL the time, this Saturday comes with a few extra pushes. Ads are running on TV, the media is talking about it and local businesses everywhere are getting ready for what will hopefully be their own “Black Friday like” rush of shoppers.

To help support this worth wild day, remind your customers just how important it is! Plus, let them know all the great products you have and deals, as well (yes, deals…. give discounts or incentives on this day).

A few highlights to share with your customers include:

* Small businesses generated 64% of new jobs created over the 15 years.

* Dollars spent in locally-owned businesses have three times the impact on a community as dollars spent at national chains.

* For every $100 spent at a locally owned small business, $68 returns to the community through taxes, payroll and other expenditures, according to Civic Economics.

* When shopping locally, you simultaneously create jobs, fund more city services through sales tax, invest in neighborhood improvement and promote community development.

* Shopping local offers communities to get to know each other since many store owners are also residents.

* Local shopping keeps stores open and alive. Without consumer support, downtown and shopping districts in cities and towns across the country cannot survive.

Are you inspired yet? Get the word out and let your local consumers know that this Saturday is a national movement that can’t be missed! We have a feeling it’s a movement that will become a wonderful tradition in all the years ahead, as well. So what are you waiting for? There are shoppers to get ready for!

Happy Holidays !

Creating a Top Ten Wish List For Your Store

There’s no time to spare anymore. The holidays are literally around the corner. Big box retailers are already sending holiday catalogs out and have their stores mapped out and ready to go for the weeks ahead. Sales are scheduled, events are planned, Santa is booked. While it’s easy to get intimidated by the big box stores during the holidays, it can be easier to compete with them if you face them head on. One way? With a must have “Wish List” for your customers to shop from.

With a few simple steps, you can help your customers understand what’s hot in your store assortment. While this doesn’t mean they need to only shop from this “Wish List”, it is a great way to get conversations starting, curiosity rolling and sales cha-chinging.

1. Get your customers excited by introducing them to the idea of your store’s Top Ten Wish List. Send an email blast announcing that the top ten products were hard to narrow down, but… drum roll please… they are finally ready to be shared! But not yet… hold off a day or two and then send your list out. The anticipation adds to the excitement!

2. Announce your top ten wish list with a bang! Use email blasts as well as Twitter, Facebook, your website, store signage and  local media. Don’t underestimate the power of excitement when excitement is used to help promote something.

3. Let everyone know about your store’s wish list when they walk through your doors. It can be a great opener that extends beyond hello. Simply state that your store’s top ten items for the holidays are available in limited quantities and offer to answer any questions they may have about them. Make sure to show them the great signage you have for this – including a list that accurately represents each product. Visuals work, as well. Including pictures on your list add to the understanding of each product. Of course, the actual product is the best visual aid to use.

4. Have a merchandising display dedicated to your top ten items. Make this a vocal point in your store that adds to the wish list excitement. A Christmas tree with each of these items as presents underneath is a simple yet impactful way to deliver the message that these items are hot gifts.

5. Offer shoppers a chance to make their own wish list. If you have lists ready to go that are fill in the blank style, then shoppers can make their own list and give them to others to shop for them on. Or… offer to keep their list so that when their husbands, friends, etc. come in, they just need to ask for so and so’s wish list. You get the idea… and just in case you need an extra push, this is all to create shopping energy that offers gift ideas and gives a reason for customers to return to your store.

Remember, the holidays are 9 weeks away. There’s no time to spare… it’s time to get ready!

Friends & Family Incentives: The Good, The Bad & The Ugly

Okay, let’s get straight to the point here. When you have friends or family who own, manage or are key players in any business that excites you, it can be great. There are often perks such as free product giveaways, special events and privileged shopping deals. The catch? Sometimes the generosity of these businesses can be abused. Friends… and even family… often expect these types of incentives instead of appreciating them when they happen to come their way.

If you are standing in the shoes of someone who has to decide what makes sense to support your friends and family as customers, you know it can be tough. From everyday discounts to special holiday incentives to freebies and more, business owners are challenged with the drama – yes, drama – of making sure their friends and family feel special when shopping with them. As small business owners, it’s drama  enough just to handle your ever expanding to-do-list, so adding “keep friends and family shopping and happy” often becomes just another chore to check off. Luckily, with a little planning and a lot of heart, keeping your favorite people (or your not so favorite people but blood makes them count) happy can be  as easy as 1-2-3.

1. Set Limits.

Limits, boundaries, deadlines… call it what you want, but the key is to identify what you offer your friends and family in discounts and shopping incentives so that there is no confusion. If it’s written out and identified clearly, it’s easy to blame the “policy” versus having to take the blame yourself. If you still get heat for it, remind them you are running a business and policies are part of your business model. Still getting heat? Maybe you need to find new friends… Or at least accept that they may not be the right customer for your business.

2. Offer Exceptions

If your mom makes the cut, give her a special deal that exceeds your typical discount. On that same note, break rules whenever you want for whomever you want should you feel the urge, need, desire. But only you have this control, so use it wisely. Don’t throw this around whenever… save this for truly special occasions – if at all. Remember, you’re in business to make money – right? Plus, if you throw these types of exceptions around too often, they will become expected. This should definitely not be your goal.

3. Make Them Feel Happy

Sometimes just the feeling of “being special” or “standing out” is all your friends and family may need. Host a special evening just for your fav peeps to shop, offering great deals, discounts and some light appetizers and beverages. Take it up a notch with music, local designers or any other extra effort that shows you really went out of your way to make this special event worth attending. While shopping is the goal, sometimes it’s just nice to show them how much you appreciate that they support you and your business. Of course, this is assuming they are referring people your way, right?!?!

Extra, Extra

To round out these special incentives, discounts and more, make sure to always be thankful of any business you receive – plain and simple. The competition is tough, so friends, family or just some stranger on the street all equally deserve your appreciation as a business owner. Going the extra mile for those you care about is a perk you should enjoy… not dread due to the constant abuse of your generosity. So remember -  create boundaries, write out your policy and invite friends and family to shop away! But please… promise yourself, your friends, your family and me that you won’t become that business owner who depends on them for all your business. All the perks in the world don’t equal up to that making a successful business strategy.

Merchandising Pop Up Shops

Pop up shops are all the rage lately. And quite frankly, what’s not to love? No long term leases. No employee staffing dilemmas. No huge overhead. Then again… it is still a storefront so the expectations of shopping within them are (close to) the same for customers. They want a friendly, easy to shop environment that allows them to browse products comfortably and if needed, even try them on. Their eyes should roam throughout the pop up with ease and linger from one thing to the next, with a feeling of satisfaction as they eventually find what they want to buy. After all, buying is your goal for them, right?

When merchandising pop up shops, consider how your customers will experience the environment from a consumer perspective. Keeping this in mind, then design a floor place similar to how you would an actual storefront space. Remember to plan for a check out station, a fitting room if necessary, and easy walk ways to keep customers moving throughout the pop up. Your front entrance will likely be your exit, as well, so keep this space airy enough for a small crowd to get through.

Working all angles of your pop up will be essential in maximizing your pop up space. Consider the space from the floor all the way to the ceiling. Are you outside and on grass? Consider bringing in a carpet. Are you inside and have bad lighting? Consider bringing in some lighting fixtures. Now don’t get scared. The price tag of a pop up is up to you. Be creative and use visual fixtures from your home, your store or other participating vendors. Since it’s temporary, your other spaces can likely do without them for a short while.

Now the next merchandising details to consider are the actual merchandising fixtures that will display your product. Can you use walk shelves? If you can, it will certainly help you create more space for more product! What about a great focus point, such as a large round table in the center of the pop up? It can hold a dynamic display while also centering your space. Floor shelves also add to this. Be creative so that you can truly maximize your space and your product exposure.

Don’t forget the extra touches that makes a store a stand out store. Design decor, such as mirrors or vases with flowers, add appeal to an overall store layout. A pop up shop needs this, as well.

Finally, use a color scheme. If you want a crisp white pop up, go for it. But just throwing some hodge podge displays together without any rhyme or reason will not do the trick. Pretend your pop up is permanent, and you’re likely to be more successful at planning it. Then again, remember to stay on a budget. This is only temporary.

 

 

 

Beyond Giftwrapping – Holiday Extras You Can Offer

Free gift wrapping. It’s a nice touch. But let’s face it, you aren’t the only one doing this. To help stand out among your competition, add a little more to your holiday incentives beyond what is expected.

For those of you selling online, free shipping is a great incentive this time of year. But for those of you selling in a traditional brick and mortar store, why not offer the same? Make sure you set some guidelines – such as the last day to purchase something for a December 24th delivery – and then promote the heck out of this. Signage throughout your store, online exposure and the use of communication by your sales associates is a great way to share these details to your customers. Most consumers will be relieved to avoid a trip to the post office – not to mention the cost – so start spreading the news about your unexpected holiday incentive! Don’t forget to get your local press in the know about this perk, as well!

[tweetmeme]If free shipping isn’t your thing, maybe a free gift with purchase is. But make it worth wild. Any purchase over a certain amount – say $50 or $100 – could reward the customer with a gift of their own. Depending on your business, there are endless opportunities here. Even if it costs you $2 to $5 per customer, it rewards you with promotional opportunity, a fun giveaway and a chance to gain some local press about your free gift. Make it worth giving, though. A nice candle. A bottle of cider. Lipgloss. You get the idea. It’s possible your vendors are sitting on old inventory they need to sell fast before the end of the year, so consider seeing what you can buy from them on the cheap that will make a nice impact for your customers. In addition, make sure to wrap it in a bow, as well! Everyone loves a present!

Extended hours help customers trying to get a long list of chores done, so plan in advance to staff your store accordingly. By 8pm, everyone needs a little pick me up, though, so offer it to them through some light beverages and appetizers. The occasion? Simply because it’s the holidays and you want to help make their busy shopping days a little more fun! Don’t wait for a special night to do this – do it throughout the season, instead. A simple, “Can I offer you a refreshing cider while you shop?” is a small gesture that goes a long way.

Speaking of needing a pick me up, sometimes customers just want to take their heavy coats off, drop off their bags and walk throughout your store in more comfort.  Coat and bag checks are always nice this time of year – complimentary, of course. And if they can’t actually make it to your store, offer personal shopping at no charge. Email or a phone call can get you started in shopping for your customers without them having to even step into your store.

Finally, “get it”. Too many big box stores let the crowds roll in without caring for the fun, festive thrill of the holidays. Respect the season with the energy customers expect. You don’t have to wear a Santa’s hat – though you can – but you should be as jolly as he would be… even if your day is long and tiring (because it will be). Just be sure to have some happy Elves helping you a long the way!

Holiday Ideas To Help Your Store Thrive

Tis’ the season to start planning for your holidays! While it may seem far away, most retailers knows it takes months to plan for a successful holiday season. Despite knowing this, though, Thanksgiving often passes us and Christmas comes so fast that retailers aren’t ready for the rush of business. Though their excitement for sales is always there, their ability to support it  and encourage it are not.

By planning in advance, retailers are able to better support their customers and overall sell thru. In addition, they can be better prepared to compete in a competitive  shopping environment.

A few tips to help ensure this happens include the following points below.

1. Partner up with a local charity. Use your store as a collection base for donated items, such as for a local food pantry. Offer customers a discount on their store purchase in exchange for bringing in items. 10% for one food item, 15% for two and 20% for three or more. Take pictures throughout your collection and when you deliver it to the pantry. Finally, tell the local press about this both ahead of time and after you have actually made the donation. You will likely gain press as a result and more customers in return.

2. Offer customers shopping baskets or bags. Although this may take away from your store “style”, there is nothing worse than customers feeling overloaded with products in their arms. Not only will they be less likely to grab something  else, but their natural instinct to linger will diminish since they instinctively know they have no more hands to spare. The overall goal should be to make their shopping experience easier – so a basket or not, make sure customers always have free range to shop.

3. Have a list of back up staff ready to go just in case.Possibly they are family, friends or even former staff, but there is a good chance you will need some last minute help one day and this is a great way to feel more secure about this. Train them on the basic store responsibilities they will need to know before the rush of the holidays, and if you are able to, pay them a little more than your average employee to help encourage them to drop everything when you call for help.

4. Have an assortment of promotions and sales.Don’t just plan one big blow out and call it a day. Instead, stretch your incentives throughout the holiday shopping season to see a consistent customer base coming in. Make sure to have a calendar posted somewhere easy for your customers to see so that they can see all the great sales and events you have planned! Include flyers in bags with purchases to help spread the word.

5. Clean your store, stockroom and cash wrap in advance. This includes stocking all necessary items that you will need throughout the season, such as tissue paper, gift wrap, bags, receipt paper rolls, cash register ink and much, much more. There will be no time for last minute errands to be made. So plan in advance! And having your store as clean and organized as possible is the only way to dive into this hectic season effectively.

Thinking ahead about any obstacles you may see, products that still need to be ordered and staff you may need to train is the best way to get through the season. There is no sure proof list to ensure your single store success, but making your own to conquer what you believe will be effective for your store is a good start !

Getting Your Products To Celebrities

People often wonder why companies send celebrities products when they clearly make enough money to purchase it themselves.  When it comes to celebrities, one thing is for certain; they draw media attention.  When companies send products to celebrities they aren’t thinking about how much the product costs and whether or not they can afford to by it, they are thinking about the results that the media attention will bring to their company when the celebrity is seen, either on video or in a photograph with or wearing their product.  

With each celebrity gifting option, there are different types, styles and costs to be involved, along with different results you can expect.  It is best to do your homework and be sure you are comfortable with the company you are working with, this type of marketing campaign, and results you can expect before you even put your foot in the door. 

Swag Bags:  Swag Bags can generally be the least costly way to send celebrities your product, ranging anywhere from $50 to $800 for each gift bag promotion.  A swag bag will typically consist of merchandise that is distributed to celebrities, musicians, media, or other high profile members of society and corporate America. You may be familiar with the Swag Bags given to celebrities for the Oscars, The Emmys, ESPY awards and many other celebrity awards ceremonies.  Swag bags can be sent to one celebrity or a group of celebrities for many different occasions, so it is best to know the theme and the quantity of products needed before you agree to any gift bag promotion. 

Gift Suites or Lounges:  Usually with this option, the cost to be involved is in the thousands and numbers of products requested are in the hundreds.  However, gift suites give you direct access to the invited celebrities, agents, stylists and media.  Most are set up like trade shows.  You will receive your table and draping, chairs, and will be allowed to have two representatives at your booth.  You design your gift suite spot as you would your trade show booth with attractive displays, catchy signage and a charming personality behind the table.  Be prepared to take your own pictures so don’t forget your camera!

Results:  Swag Bags and Gift Suites are to be used as a form of marketing and advertising. People should not go into participating in luxury lounges or donating products to gift bags and expect many immediate returns.  You should consider it to be part of you’re advertising campaign.  Just like any other form of advertising, it takes time, patience, quality products or services, persistence and determination to promote your business.   Some times advertising campaigns are an over night success, others take more time; some unfortunately don’t work at all.  You need to find what works best for you and your company.  While not all celebrities respond to gifts received, others will provide you with a quote, thank you note, or other communication that provides you with another way to gain coverage and credibility for your product or service.

Copyright © Phyllis Pometta: Phyllis Pometta is the founder and President of Baby Swags and Unforgettable PR.  Baby Swags specializes in marketing and promoting juvenile related products to celebrity moms and their babies.  Baby Swags parent company, Unforgettable PR offers gifting services for business carrying products for tween/teens and adults.  Previous gifting events resulted in the gifted products being seen on A-List celebrity babies, features in national celebrity and business publications, and media interviews. There are many options to celebrity gifting and as a company that provides this service to its clients, we can see the value and credibility it places on our clients businesses and their products. For additional information visit www.babyswags.com or www.unforgettablepr.com

 

Making Special Events Part Of Your Store Routine

No time for special events in your store? No budget to support some? Think again! Independent stores thrive when they support their community with events that bring traffic into their stores. Not only does it help their business financially when done successfully, but it also adds excitement and energy to their store’s reputation.

Independent stores have the opportunity to make their own rules, and when doing this, adding special events to their “to-do” list is a fun way  to keep some constant “buzz” around their stores. Whether it’s a weekly story time for a children’s store or a routine event every first Friday of the month, having special events as part of your routine will give your customers a reason to come to your store besides just shopping. Of course, the goal is to get them to shop more, but it’s also a way to build respect and loyalty to your store that will make them want to come back to you when they do need something – whether you have event or not to bring them in.  

Some routine special event ideas include:

Happy Hour Shopping “Deals & Drinks” - Rather than discounted drinks at a bar, offer discounted shopping during a certain time each Friday evening or at least one Friday each month. Be creative in how you can spice this up in your promotions and add excitement to the evening. Serving refreshments makes this shopping event more than just a reason to shop, but also a reason to socialize. Light appetizers adds even more reason for people to stop in. Work within your budget to see how you can make this work for your store.

 Partnering Up With A Charity – Make it a habit to host a charity event at your store space that introduces a new crowd to your store (the charity should have their own mailing list). Not only will you be offering your store space for a valuable cause, but you can gain new customers, offer incentives during the event and more. Get creative to see how this may work for you! Another perk? You can likely write off any expenses involved in this event at the end of the year!

Story Time For Kids – Cater to kids? Whether you are an apparel store, toy store or offer a little bit of everything, having a routine story time for kids is a great way to gain loyalty for your business. Moms will love bringing their little ones to your store for fun, and you will love that they may shop while there! It’s a win – win with very little overhead! You simply need a few books and an area for the kids to sit down. How easy is that? Of course, a great storyteller helps, too.

Make sure when promoting your store events that you give your local media enough time to share the news of your store happenings. Many media outlets offer special event calendars, which is a great way to spread the word about what you are up to. In addition, inviting the media  to an event can also help gain some press for you, in return.

Remember to stay consistent when planning routine events so that your customers can count on you for them. In addition, don’t forget to learn from both your mistakes and successes along the way. And finally -  enjoy the fun that special events can bring to your retail store!