Owners: Linda Lea, Maria Baugh and Pam Nelson Promotion: $5 off a dozen cupcakes (usually $30). Last year, with the same promotion, they saw a 50 percent sales increase on Small Business Saturday. How To Maximize Sales on Small Business Saturday: "It's not too late to start really pushing," Baugh says. "Have signange up in your store, make sure customers have something like a postcard to take with them. Get the word out through social media. Tell everybody, post and tweet and shout it from the rooftops. Train your staff. You have to explain exactly how it works. There's a little bit of educating the customer involved, so make sure your staff can answer questions. We have a bonus plan for staff -- whoever gets the most people to sign a card and come in gets a bonus, which is a big incentive. Offer a popular item as a special -- if you throw in something for the customer, you'll get back so much more." Why Baugh Likes Small Business Saturday: "We're marketing much more aggressively this year. AmEx has provided a lot of tools for small business -- we downloaded a lot of marketing materials and we hired NYU students to walk around and hand out postcards to make sure people know about this promotion. We've been tweeting and posting, doing email blasts. We want to increase sales by more than 50 percent. Our slogan is 'march to a 1,000' -- our goal is to have 1,000 people come in and use their AmEx card that day. "This just really helps give small businesses a leg up. Big box stores by their nature have so many advantages. They actually have marketing budgets and have teams to promote what they're doing. They can sell in volume and do all kinds of things that small businesses can't. They own Black Friday. Then Cyber Monday came along. AmEx was super smart to say 'what about the little guys?' especially in this economy. It has been extremely tough. We started three years ago, in the heart of the recession, and we've worked like dogs and we're doing okay, but a lot of businesses aren't, no matter how hard they work. This will probably be a make or break season for a lot of businesses, and there's no better time to get this support."
Owners: Linda Lea, Maria Baugh and Pam NelsonPromotion: $5 off a dozen cupcakes (usually $30). Last year, with the same promotion, they saw a 50 percent sales increase on Small Business Saturday.
How To Maximize Sales on Small Business Saturday: "It's not too late to start really pushing," Baugh says. "Have signange up in your store, make sure customers have something like a postcard to take with them. Get the word out through social media. Tell everybody, post and tweet and shout it from the rooftops. Train your staff. You have to explain exactly how it works. There's a little bit of educating the customer involved, so make sure your staff can answer questions. We have a bonus plan for staff -- whoever gets the most people to sign a card and come in gets a bonus, which is a big incentive. Offer a popular item as a special -- if you throw in something for the customer, you'll get back so much more."
Why Baugh Likes Small Business Saturday: "We're marketing much more aggressively this year. AmEx has provided a lot of tools for small business -- we downloaded a lot of marketing materials and we hired NYU students to walk around and hand out postcards to make sure people know about this promotion. We've been tweeting and posting, doing email blasts. We want to increase sales by more than 50 percent. Our slogan is 'march to a 1,000' -- our goal is to have 1,000 people come in and use their AmEx card that day.
"This just really helps give small businesses a leg up. Big box stores by their nature have so many advantages. They actually have marketing budgets and have teams to promote what they're doing. They can sell in volume and do all kinds of things that small businesses can't. They own Black Friday. Then Cyber Monday came along. AmEx was super smart to say 'what about the little guys?' especially in this economy. It has been extremely tough. We started three years ago, in the heart of the recession, and we've worked like dogs and we're doing okay, but a lot of businesses aren't, no matter how hard they work. This will probably be a make or break season for a lot of businesses, and there's no better time to get this support."
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