#ShopSmall Teaches Us to Consider Integrating, Not Creating New Campaigns

No Comments Yet | by Elise Perkins

We’re usually a pretty creative bunch, right? I love to brainstorm new avenues to attract customers, for myself and clients, using online tools and influencer resources.

But, sometimes it makes more sense to expand your brand offerings by integrating into existing digital campaigns, rather than creating your own from scratch.

The logic is quite simple – large scale campaigns like Cyber Aware Month or Small Business Saturday are about a big idea, not an individual one. The outside world can relate to big ideas – they’re less likely to glom onto, or even care, about your new hashtag.

So, if a company decides to launch a report on Cybersecurity, they would do well to do so during the month of October, and using the hashtag #CyberAware (which industry, government, and other parties all do), instead of trying to get #MyCompanyCyberReport trending – get it?

Considering the amount of play these pre-existing campaigns already have, creating and conditioning your content to play nicely with them can be a MAJOR boon for your company.

That’s what I’ll be doing this Saturday with the American Express Small Business Saturday/Shop Small campaign. Besides creating multiple hashtags that have true power behind them (#SmBizSaturday, #ShopSmall), they’re online resource guide is tremendous. Just take a look at this story from the owners of a fine art glass shop in Philadelphia.

According to a recent Forbes article, “There are 28 million American small businesses, which account for 54% of all U.S. sales.” And as we approach the biggest sales cycle of the year, it becomes advantageous for us to take advantage of all avenues of promotion – including free ones.

So, without further ado – I’ll be offering my Savvy Soloist online course for the pre-launch price of $129 this weekend.

Stay tuned for more details Saturday morning!

About Elise Perkins

Elise Perkins founded ep communications in 2014 after seven years of working for trade associations and think tanks. Today she focuses on building brands for businesses and people, using a savvy mix of content and influencer strategies. She sits on the board of Washington Women in Public Relations.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.