February 3, 2012
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Affordably Build Your Brand
FedEx Global Brand Management Director Monica Skipper shares a cost-effective way to build a bigger brand for your small business.
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Right between Black Friday and Cyber Monday is Small Business Saturday, an initiative American Express launched in 2010 to support the local businesses. There have been many plain-old Saturdays since November 26, and I wonder: Why isn't Small Business Saturday a year-round event? Small businesses create jobs, boost the economy and preserve neighborhoods around the United States.
Drawing attention to local businesses and creating more demand for their products and services is imperative. Last year, 1.5 million Facebook users, public and private organizations and elected officials declared their support for the Small Business Saturday.
We're not only small business owners; we're also consumers. So while we encourage people to patronize our own business through marketing and promotions, we shouldn't forget to support the small businesses that play a vital role in our neighborhoods and our lives. Here are some quick facts about small businesses that we can make sure our community is aware of.
- Small businesses provide jobs. In fact, they are responsible for two-thirds of all non-government jobs created in the economy. Small companies also support local charities, sponsor youth teams and add to the community in many other ways.
- Small businesses frequently offer better service because of the personal touch. A local retailer who knows you will be more flexible in his policies (and possibly his pricing) and more open to suggestions that you might make.
- Small businesses add vibrancy to the areas in which they operate. Few things prevent people from coming to downtown areas more than the specter of empty storefronts, which signal a down economy and make the neighborhood a less welcoming place.
- Small businesses pay local taxes. This helps the communities in which they operate by relieving some of the burden that otherwise would be placed on home owners.
Some small business owners I know have thrived while enriching their communities. Barry O'Donovan's Kilkenny House, a popular Irish pub in Cranford, New Jersey, closed for six weeks during some of the busiest weeks of the year because of flooding caused by Hurricane Irene. His customers have made it a point to have dinner at his restaurant not only because the food is good, but also because of a sense of community in the town, which was hard hit by Irene's rains. Neil Calisi of Yolanda's Italian Restaurant in the Bronx, New York, celebrated his 50th year of his restaurant's operation in 2011 and used the occasion to raise money for prostate cancer awareness.
Here are some ways you can support growing companies.
- Shop local retailers. Particularly those whose products and services you believe to be superior—don't take them for granted.
- Make suggestions. Perhaps you know a local organic farm and want to suggest the company to your favorite local restaurant. Both will appreciate the effort.
- If you like something, say something. Online review sites do not have to be forums for complaints. Compliment the businesses that have served you well. It doesn't take much time, but can help the owner in many ways, including encouraging others to patronize the business and helping the company's Web visits and search engine optimization.
Small business owners are your neighbors. They care about your community and give back to it. Yes, doing good helps them to do well. But that's what being in business is all about. Small Business Saturday celebrates the American Dream. Go out and spend with local entrepreneurs beyond November 26th.
OPEN Cardmember Ramit Arora is co-founder and president of Biz2Credit, which connects six million small business owners with 450 lenders, credit rating agencies and service providers via its safe online platform.
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Lars Hasselblad Torr 3 months ago
I'd love to see American Express do some research on the impact of, say, Zappos, Amazon, eBay, etc on small business and mainstreet. What's out there? Its one thing to "declare support," another to understand how that translates into consumer behavior and real-world impact.