“When everyone shops ‘small,’ it makes a big difference to every community’s economic recovery,” notes Larry Brandt, TIA’s president.
Small Business Saturday began two years ago as as collaboration between New York City Mayor Michael Bloomberg and American Express Chairman Kenneth Chenault as an effort to help support independent merchants.
The event urges shoppers to patronize local brick and mortar retailers instead of big box stores and cyber outlets.
According to Brandt, there are a number of tactics that tire dealers can use to take advantage of the campaign: Post in-store signage promoting Shop Small Business Saturday. Employ e-marketing materials to send via email and 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. Encourage satisfied customers to post reviews of your business on your website and others. 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 a personal touch.
For more information, visit www.tireindustry.org.
