National Mom and Pop Business Owners Day celebrates the millions of small businesses nationwide that are key economic contributors in their communities. The March 29 holiday also represents a fantastic opportunity to foster closer customer relationships, introduce your business to a new audience and turn a profit. Get started with the following seven tips for promoting your business:
1. Celebrate the impact small businesses have on your community
In addition to same-day convenience and customized service, many people frequent mom and pop shops for the impact they make on their communities. Leverage community pride by highlighting the benefits small businesses bring to the towns they’re in. For example:
- Small businesses account for 77 million jobs and create 65 percent of all new jobs
- Local retailers return more than 3 times as much money per dollar of sales to the local economy than national chains
- 75 percent of small businesses donate a portion of profits to charity
Make sure your local audience understands that small businesses create jobs, spur the economy and help those in need. Create a marketing plan that cites small business community statistics and encourages customers to support small businesses — and their communities — on National Mom and Pop Business Owners Day.
2. Go all-in on social media
Facebook is one of the best marketing channels for promoting your business on National Mom and Pop Business Owners Day. It’s packed with local customers, businesses and groups; so, it grants access to a large, local audience that’s receptive to your message.
Use Facebook and other social media to remind your audience why mom and pop businesses are so important to your community, then encourage shopping on March 29 by promoting:
- Special sales: You might not compete with big box stores on price, but you can still offer a discount or BOGO
- Giveaways: Launch an in-store selfie contest or sweepstakes to drive customers to your door
- Events: If you’re participating in a local event, be sure to promote it
- Other businesses: Post a shout-out to other local businesses who are likely to return the favor
- Ask customers for help: Request shares, social media check-ins, testimonials and reviews
Consider Facebook ads, which offer ultra-local targeting and prices that start at just a few dollars per day. Make sure you add the hashtag #MomPopBusinessOwnersDay to every post.
3. Harness the power of print
Print marketing is a powerful way to reach local customers. You can create a mailing list comprised of people who live in your area and match your ideal customer demographics, or opt for Every Door Direct Mail (EDDM) marketing that puts your mailers on every doorstep at a cheaper rate. Ideas include:
- Direct-mail postcards that promote your special offers and events, or list every locally-owned and operated business in your town
- Brochures and flyers placed in local shops or restaurants advertising a special National Mom and Pop Business Owners Day event
- Banners strategically placed in shopping districts and along busy roads intersections that encourage customers to buy local on National Mom and Pop Business Owners Day
- Thank-you cards sent to local customers, signed by local small business owners
You can share the investment in print marketing by partnering with other local businesses to support one another on March 29.
4. Motivate purchases with email marketing
Email marketing makes it easy and affordable to reach a large local audience, especially if you already have an opt-in list. Email lets you tell your story in detail and can directly link to your website, so recipients can learn more about why it’s good to buy from local businesses. Holiday email design and marketing ideas include:
- Special offer promotions
- Event advertisements
- A list of local businesses, especially in partnership with others — share your mailing lists for even greater reach
- Your community impact — how your business contributes to the greater good of the community
- Links to relevant resources, such as a map of businesses participating in an event or a printable list of March 29 deals
If you don’t have an email list yet, or you struggle to create your own emails, you can take advantage of email marketing tools such as email editors that make it easy to create compelling emails and forms that drive subscriber sign-ups.
5. Use your website to drive sales
Most of your business might come through your brick-and-mortar store, but a well-designed website can be the fuel that drives foot traffic. Use your website to promote your business for National Mom and Pop Business Owners Day with:
- Articles and blog posts that illustrate the impact your business has on the community
- Banner ads and hero images that promote your special sales
- Email subscribe forms and landing pages that grant customers access to special coupons, coupon codes or maps of locally-owned businesses
- Blog posts and ads that promote events you’re participating in
- Videos about your business, other local businesses and how they benefit your community
- Testimonials from local customers and local charities you support
There is no space limitation for websites, so use the platform to tell your story by showcasing your history, customers, employees, event promotions and more.
6. Partner up to host an event
Partner with other local small businesses, your local Chamber of Commerce, local charities or other organizations to host a special event. Or, plan a weekend of “national small business owners days.” Work together to promote each other and share the investment. Here are some ideas to create a memorable experience that keeps customers coming back.
- Hold pop-up marketplaces in the town square, so all local companies can sell from a central location.
- Print brochures or flyers as passports that can be checked at each location. Hold prize drawings for customers who visit every shop in town. Consider opening for extended hours and offering deals at each location.
- Create scavenger hunts that route through every local small business.
- Organize community picnics, food truck rallies and music or themed festivals, complete with vendor booths for every mom and pop shop.
- Promote other local businesses in your shop, restaurant or hotel. Place their flyers or business cards on your counters, or give out their free samples with a coupon to encourage follow-ups.
- Help one another distribute promotional products, or give away prizes such as branded bundles. Bundle useful items, such as canvas bags, pens, notepads, coffee mugs, tumblers, water bottles and shirts.
Share the investment to promote your special event via social media, print, email and websites. When small businesses work together, everybody wins.
7. Get local PR
Get local media involved with public relations strategies. Newspapers and TV stations thrive on local ads and might even be locally-owned, so they’re likely to help promote National Mom and Pop Business Owners Day for free. Ideas include:
- Press releases sent to newspapers, local bloggers, TV and radio stations
- Schedules, maps and discounts for special events
- Newspaper inserts
- Radio and television interviews
- Videos prepared for local bloggers
With local media assistance, you can increase your reach exponentially and drive even more customers to your sales and events.
Use these tips to turn National Mom and Pop Business Owners Day into an annual celebration that benefits your customers, community and bottom line.