Tire Business Staff Report
BOWIE, Md. (Nov. 21, 2011) — The Tire Industry Association (TIA) is offering some suggestions to dealers preparing for “Small Business Saturday” on Nov. 26 — the day that falls between “Black Friday” and “Cyber Monday” — traditionally the busiest shopping days of the year.
Small Business Saturday began two years ago with a collaboration between New York Mayor Michael Bloomberg and American Express Chairman Kenneth Chenault as an effort to help support independent merchants during the country’s ongoing economic recovery, according to TIA. The effort “encourages consumers to patronize their local brick and mortar retailer instead of the big box store or cyber outlet,” TIA said, noting that American Express originally promoted the event utilizing social media and public relations tactics that received more than 1 million ‘Likes’ at its “Shop Small Business” Facebook page. This year there are over 2.3 million likes. “When everyone shops small, it makes a big difference to every community’s economic recovery,” TIA President Larry Brandt said in an association press release.
TIA suggested the following tactics independent, brick and mortar merchants can do to take advantage of the Shop Small Business Saturday campaign:
- Post in-store signage promoting Shop Small Business Saturday;
- Employ e-marketing materials to email, post on web pages and social media sites. “Consumers follow businesses on social media to find discounts and coupons. Nearly 40 percent of all holiday shoppers are researching products and prices online before leaving for the store to do their holiday shopping,” TIA said; 3. Encourage satisfied customers to post reviews of your business on your website and other consumer websites. The more postings rating a business, the higher its search engine results will be;
- “Get personal and post photos or your store’s holiday decorations and the staff dressed-up for the holidays. Just as superior customer service helps business retention. showing the business’ human side helps demonstrate the personal touch” and
- Take advantage of $100 worth of free Facebook advertising by signing up to participate in “Small Business Saturday” on that social media site. Free signage, logos and other materials are available of at smallbusinesssaturday.com.
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