Q: Every year at this time we have an annual pre-Christmas sale and we have always
advertised it the same way with great success - on the radio, as well as using a circular we mail
out, and in our store. But last year the sale flopped and I had the worst season ever. So the
question is, what should we do different? I am tempted to scrap the whole things because it’s
not inexpensive.
Beth-Anne
A: One thing that is true in business is that nothing ever stays the same. People’s taste’s change,
habits change, customers come and go, the economy gets worse or better, employees leave,
new technologies emerge . . .
The question therefore is not whether things will change, because they will. How will you
manage that change? That’s the question.
For example, one thing that is especially important these days, and especially this time of year,
is to make sure you continue to market your business in new ways, because people are not
getting their information they way they used to. You need to be sure that your business remains
in front of them, and that may mean radio and circulars need to be replaced by pay-per-click ads
and social media for instance.
Relying on old habits when new and better tools have emerged is only one mistake small
business people can make during the holidays. There are plenty more, that’s for sure.
Here then are the top mistakes that I think small businesses really need be on the lookout to
avoid this time of year:
Discounting too much: It is so easy to get caught up in the hype – and competition – of the
season that you are tempted to discount everything as a way of competing.
Don’t fall for the trap.
People shop with you for all sorts of reasons, and only one of those reasons is price. Of course
you need to be sensitive to price, but remember that there are other things that go into the
buying equation that are equally, if not more, important.
And this leads me directly to a similar mistake, namely
Competing with the big box stores: Look, let’s face it, we all love big box retailers for a few
reasons, generally speaking they offer
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

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Great selection
Competitive prices
Professionalism
Reliability
Sure, a small business can and should strive to be reliable and professional, and offer a good
selection at a fair price, but expecting that you can match their price is a fool’s errand. Better:
Make them compete on your field. Your friendliness, convenience, and personal touch can’t be
beat.
That’s your secret sauce.
Relying too heavily on social media: Yes, social media is the new 800 lb. marketing gorilla and
as such you need to pay it respect. But, that said, it should only be one aspect of your marketing
mix. You need to avoid relying on it too much because 1) it can be very time consuming, and 2)
that will shortchange your other efforts/options.
Relying too little on social media: The opposite is true too. I recently saw a stat that indicated
that not a few of us now scan our loved ones’ social media pages to get an idea of what to get
them. And because social media is now a main fact of people’s lives, it needs to be part of your
marketing mix as well.
Not being findable online: Even if your business does not offer e-commerce, people will still find
you – or not – online. And, if you are engaged in ecommerce, then the thing to know is that
ever-increasing numbers of consumers are looking and shopping via their mobile device.
Combined, this means you must have a strong Web presence, and your site must be search
engine optimized, full of key words and phrases and content, and findable. Being listed in
Google My Business, and Bing Places is similarly vital.
Not giving or taking time off: If this is your busy time of year, it is understandable that you and
your staff will be working hard. Just keep in mind that all work and no play not only makes Jack a
dull boy, it makes Jill an unhappy employee.
So be sure that Jack and Jill and all of your team (including you!) get some time off to partake in
the season.
Today’s tip: Confused by Obamacare and how it relates to your business? Here’s a great
solution:
As you know, it is open season now for health insurance. What you may not know is that the
long-delayed Obamacare Small Business Health Options (SHOP) exchanges are now in effect.
The SHOPs allow you to shop online for healthcare for your small business and help you see
what tax credits you may be eligible for.
To help you understand your options, experts Harvey Warren and Bill Catanese wrote a
valuable, comprehensive book called the S.H.O.P. Desk Reference. The book smartly and
expertly guides you through the regulations and process. Steve says check it out.