If you know me in real life, you will most likely already know I'm NOT a fan of Black Friday. I have never and will never go stand out in the freezing cold Utah winter in hopes of scoring a great deal with hundreds of other bargain hunters. For those of you who do... God bless ya!
My reasons? I hate being cold and it makes me cranky, I'm an early to bed and then stay-in-my-bed kinda gal who thoroughly enjoys her sleep and primarily because I hate ill-behaved crowds and have taken a personal vow to never get trampled by a stampede of angry shoppers.
No, I am not a coward! I'm smart. You see, I served my time as a cashier in a big box store during the hoopla of their new market launch and holiday grand opening and then as a sales clerk in a luxury gadget store in a trendy mall. Oh, the stories I could tell! Don't worry. I won't.
I. Served. My. Time.
BUT, with that said. I do believe that even the Non-Walmarts should take this time of uber-interest in advertising messaging and leverage it to build brand awareness and generate local sales. But how can a Mom-n-Pop shop compete with the enormous resources of ALL the big box stores advertising at once? How can a small business be heard during this time of tremendous marketing noise? I've written about noise in marketing before here but during this time of year there are three SIMPLE strategies that are proven to work.
Participate! This Thanksgiving Holiday and subsequent shopping extravaganza isn't just for the big box boys. Find ways in your local community to participate. Is there a parade? Attend, sponsor, participate. Is there a Fun Run? Attend, sponsor, participate. Is there a sporting event? Attend, sponsor, participate. Is there a charity event? Attend, sponsor, participate.
Employee Advocacy! Your BEST business assets everyday of the year are your employees but especially during the holidays. Engage your employees as Brand Warriors on social media with a special company hashtag (i.e.#janetgivesthanks). Have them post funny stories of holidays past, share photos of their celebrations, post about what they are thankful for and engage with your customers to get the conversations started.
BE THANKFUL! Seriously. This is a big damn deal. Be sincere, be honest, be humble, be thankful. Tell your staff how wonderful they are and how much you appreciate them. Tell your vendors how amazing you think they are and how much you love working with them. Tell your customers how much they truly mean to you and your staff and without them you are nothing. Do this privately. Do this publicly. Do this in writing. Do this more than once a year.
Dearest Friends and Family,
I LOVE YOU! Every last pointy-headed one of you. Without your love and support, I am nothing. You give me a safe place to vent, a soft place to land when I fail and frequently needed pep talks. I am a stronger woman, a more loyal friend and a far better mother to Lil Red for knowing and loving you all.
I pray that you are held close this holiday season by your loved ones and if they are kept away by distance that they know the warmth of your loving embrace within their hearts.
Happy Thanksgiving!
XOXO
Janet