Think Small, Market Big: Small Business Saturday Tips for Advisors
This is the time of year when most entrepreneurs are fully engaged in holiday marketing activities (as they, and you, should be). The next few weeks will see businesses hitching themselves onto the Black Friday, Cyber Monday, and other year-end sales wagons. However, there is another, often-overlooked event coming up that is also worthy of your attention – Small Business Saturday.
The locally-focused alternative to Black Friday, Small Business Saturday is an annual event held on the Saturday after Thanksgiving as a way to encourage people to patronize businesses in their own communities. Though its main goal is to get holiday shoppers to spend money with local retailers, there are ways for small agencies and independent advisors to take advantage of Small Business Saturday as well.
During the weeks leading up to Small Business Saturday, reach out to a few local businesses about cross-promotional opportunities, such as:
- Hand out each other’s promotional items (business cards, branded “swag,” fliers, etc.) to your respective clients and customers.
- Share each other’s social media posts and pages. Relevant hashtags include #ShopSmall and #SmallBizSat.
Those partnerships don’t need to be limited to local retailers either. There are likely numerous locally-owned establishments, service providers, and other non-retail businesses in your area that would love to get in on the Small Business Saturday action. Depending on your specific target market, a few to consider would be:
- Gyms/fitness centers
- Cafes and coffee shops
- Home improvement and remodeling contractors
- Auto repair shops
In some cities, especially those with vibrant shopping districts/centers, Small Business Saturday can be a community-wide event. Hosting, or simply showing up to one of these events in your area is a great way to mingle with the crowd and introduce yourself to a variety of new leads. Make sure to bring plenty of swag to pass out and/or offer incentives to anyone willing to join your email list.
Investing even a small amount of your holiday marketing resources on Small Business Saturday is not only a good way to get in front of local consumers; it also shows other area business owners that you have a vested interest in the community as a whole and can go a long way toward building solid B2B relationships. Contact your local Chamber of Commerce to see how you can get involved.
Looking for more Small Business Saturday ideas? Our Guerrilla Marketing Tactics for Advisors & Agents guide was created exclusively for financial professionals who are looking for unique and creative additions to their marketing toolkit.