When looking at the above headline, what do you see?
OPPORTUNITIES NO WHERE
OPPORTUNITIES NOW HERE
If you see the latter, you are probably a good candidate to recognize and utilize every available chance to brand your product.
Remember . . .
While branding is certainly a reflection of decisions you make about logo, color, font, byline, etc., branding is more importantly your way of telling the world just who you are, which encompasses all aspects of your daily operations and customer service.
What prompted me to write this article today was a recent great branding opportunity
. . . and my curiosity about the percentage of you that did (and did not) take advantage of . . .
SMALL BUSINESS SATURDAY
“What is this event,” you might ask, “and why do I care?”
“First observed in the United States on November 27, 2010, it is a counterpart to Black Friday and Cyber Monday, which feature big box retail and e-commerce stores respectively. By contrast, Small Business Saturday encourages holiday shoppers to patronize brick and mortar businesses that are small and local. Small Business Saturday is a registered trademark of American Express.” (nicely summarized by Wikipedia)
In other words, Small Business Saturday is a national event accompanied by a considerable amount of publicity and fanfare that you can use as a springboard for your own initiative (taking advantage of ad exposure without having to pay!), which is always an ideal circumstance. Furthermore, you will be associating your business and your brand with the positive small business characteristics being extolled.
So . . . what can you do to capitalize on Small Business Saturday?
- Add a reference to the event on your web site.
- Plan a blitz of social media postings.
- Have a sale.
- Write a press release or op-ed article supporting the cause.
American Express, which helped create this nationally recognized day, continues to promote the occasion and makes lots of information and tools available from their web site. (Be sure to check out the section labeled “How to Participate.”)
About now, you are probably pretty annoyed at me for getting you all fired up to participate in Small Business Saturday just a few days AFTER the celebration has passed.
Cuz now is the ideal time for you to start thinking about the ways in which you might take advantage of:
National Small Business Week
(May 3rd – 9th, 2020)
According to the Small Business Association (SBA):
“For more than 50 years, the President of the United States has issued a proclamation announcing National Small Business Week, which recognizes the critical contributions of America’s entrepreneurs and small business owners. More than half of Americans either own or work for a small business, and they create about two out of every three new jobs in the U.S. each year. As part of National Small Business Week, the U.S. Small Business Administration takes the opportunity to highlight the impact of outstanding entrepreneurs, small business owners, and others from all 50 states and U.S. territories. Every day, they’re working to grow small businesses, create 21st century jobs, drive innovation, and increase America’s global competitiveness.”
Visit the National Small Business Week page for the latest news and events.
Again, you have an event garnering national and local attention and publicity. Make your current customers aware and ask them to spread the word further. Perhaps you’ll want to use this week as an opportunity to request reviews and testimonials from your existing customers. You might want to recognize your employees and call attention to the local, personalized service you provide on a daily basis – nice qualities to associate with your brand.
Simply stated, countless opportunities exist to promote your brand in a very visible way without necessarily incurring significant expense and very often enabling you to generate new customers and sales. When no event exists, try to find a creative way to make one, which is, of course, the way in which Small Business Saturday began.
Good luck . . . and don’t forget that holiday cards and gifts represent great branding opportunities, too!!