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The 2010 launch of Small Business Saturday gives local small businesses new promotional opportunities to encourage patronage within their local markets… and each year the opportunities get bigger and bigger as Small Business Saturday popularity grows!
While Black Friday is typically a day that “big box” retail stores thrive and Cyber Monday is one of the most successful days for online retailers, Small Business Saturday is intended to drum up business for local merchants owned and operated by businesses within communities. Marketed by AMEX Open (the small business arm of American Express), Small Business Saturday is supported with TV advertisements, online ads, social media and more.
The overall promotional effort is aimed at encouraging customers to support their local communities and businesses on one dedicated day a year.
You can also take advantage of the Small Business Saturday Checklist for more ideas, resources and promotional tools.
With over 20 years of integrated marketing experience, Diane is author of the award-winning book PR Tools to Toot Your Own Horn.
In a world of micro-moment marketing, customers and prospects are seeking more bite-size content to consume.
She has recently worked with the UK Sports Equality Council to develop an Equality Standard, and has supported the Scottish Funding Council with the development of its equality impact assessment toolkit.
Tallulah is Project Officer for an action research project, Improving Local Equality Data, which the Improvement Service (IS), the EHRC and Scottish Government are working in partnership to deliver.
Mandy has been a partner with Dundas & Wilson for 6 years and having advised organisations within the public sector for the last 12 years she has developed an understanding of the economic and political context in which employment solutions must be delivered. Her passion lies in the contentious side of employment law and she is highly regarded for her ability to translate complex legal issues into clear strategic options. Ailsa McKay is Professor in Economics in the Department of Economic Studies and International Business and currently Vice Dean of the Caledonian Business School at Glasgow Caledonian University. She is a founding member of the Scottish Women's Budget Group and is a member of the Scottish Governments Equality and Budgets Advisory Group. With so many small local merchants struggling to compete against bigger businesses, the Small Business Saturday event hopes to put an annual focus on shopping with local retailers and merchants on Thanksgiving weekend nationwide.

Get the word out early by communicating often with customers and your community through Facebook, Twitter, email newsletters, on your website and in person at your store. Connect your business with the cause of local community support – not just support of your local business. Or, download a full marketing resources kit from American Express that includes logos, signage, social media templates and more. Increase the incentives with special one-day discounts and promotions that will improve foot traffic into your store location. Extend your shopping day for customers on the day of the event by opening earlier or staying open later to make it even easier for customers to shop at your business location.
You can create even more excitement for your local small business by doing something different to draw attention. Build on momentum from each other by having multiple businesses in the same line of stores or area actively participating in Small Business Saturday with promotions to increase visibility and attention for all local businesses. The Small Business Saturday promotional event is a great opportunity to build your own customer database for long-term marketing throughout the year. Ask your loyal existing customers to share your Small Business Saturday promotions with their friends or colleagues to help spread the word. Check out our Marketing Plan Template Builder that helps you easily customize marketing plans for special events like Small Business Saturday, as well as your ongoing marketing efforts. Diane also serves as the marketing director for SureShade, a growing small business that has become the new standard for shade on boats, and runs Marine Marketing Tools, a site that bridges her passion for boating and small business marketing.
There will be even more media attention on Small Business Saturday this year which really helps with local promotions.
They are looking for information that is quick, understandable and easy to act upon if desired.
Other clients include the Law Society of Scotland, Scottish Enterprise and the newly merged City of Glasgow College.

Her teaching and research interests are in the areas of the economics of the welfare state, the reform of current social security measures and the economics of gender inequalities.
Your most loyal customers can become your biggest advocates and help spread the word to new customers in your community. Emphasize the fact that supporting your business and other local businesses is an investment in your community. Serve free coffee in the morning, display balloons outside your store, hire a musician to play music in your store or create a contest for a drawing. Be sure to capture contacts of new customers for email marketing, social media or direct mail to continue to communicate to local consumers with specials after the event. Encourage sharing on social media sites like Facebook or Twitter, along with good old-fashioned offline word of mouth!
Disability has been a strong theme throughout these roles, so he was delighted to join the Capability team in 2008.Richard is responsible for Capability's communications and marketing, fundraising, campaigning and policy functions as well as their advice service, shops, transport and external disability training and consultancy. She also worked on an Inclusive Communication project within the Scottish Government Equality Unit.Tallulah graduated from the University of Edinburgh with History MA (Hons) in 2009. She is author of "The Future of Social Security: Women, Work and a Citizens Basic Income"(Routledge, 2005) and she has written a number of articles focused on exploring how a basic income could promote greater gender equality.
He has responsibility for Corporate Development, Corporate Communications, Complaints and Conduct as well as deputising for the Chief Constable.

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